In the age of the internet, everyone has access to information and can be a potential customer. If your business is online-based, you can do well with SEO (Search Engine Optimisation) and paid search ads (Pay per Click). However, getting started can be tricky; you need to consider various factors before you dive in.
Set A Budget
You should set a budget for your online travel marketing campaign, especially if you are running ads or buying marketing content. This is because you can easily lose a lot of money if you don’t implement a proper strategy and plan. According to HubSpot Blogs research, 17% of businesses who tested various online marketing tactics saw no results at all, and 7% saw a decrease in revenue. Don’t waste your money and resources on an unplanned or ill-fated campaign!
The good news is that once you have a solid strategy in place, the results of your campaign can be more effective and efficient. This is especially true if you use the correct online marketing software which can help you organise and track your campaign performance. Don’t waste your time and effort using inefficient tools which might cause you to lose momentum and create bad work habits.
Make Sure You Have The Correct Audience
The first step in any successful marketing campaign is to identify the right audience and determine how you intend to reach them. This is more crucial with online marketing as you don’t usually have the luxury of getting your product in front of the right people in real life. Instead, you have the opportunity to target the right audience across the World Wide Web.
The good news is that you don’t need to have the largest audience or the most established brand to do well with online marketing. In fact, you can be one of the many ‘smaller’ companies who can still make a success of it. The key is to find a way to target your audience and gain their attention. Once you do that, you can use various online marketing techniques to grow your business.
Create A Plan
Before you start your online marketing campaign, you should have a clear plan in place. This is especially important if you are outsourcing your marketing efforts; if you don’t have a plan, it’s easy for the person you hired to help plan and execute your campaign to go off-script. You don’t want to do that because you’ll lose control of your campaign and possibly waste a lot of time and money without proper planning.
The good news is that there are a number of robust online marketing planning tools out there which can help you plan your campaign. These tools will help you set benchmarks for success, track key performance indicators and set up automated alerts so you can be notified of any changes that might affect your campaign. You can use these tools to plan everything from your ads to your website, social media and email marketing campaigns. The choice is up to you.
Make Sure You Have The Right Equipment
You don’t need the biggest and the best equipment to do well with online marketing. In fact, it’s often the ‘little’ things that can make a difference. For example, taking your time to set up a simple website can make a massive difference in the success of your campaign. A poorly designed site can turn off potential customers, while a nicely designed site can cause them to visit it often and eventually become a customer.
If you’re serious about doing well in this arena and want to see measurable results, you should invest in quality equipment. This could include things like web cameras, microphones, laptop computers and gaming devices. If you run ads, you’ll also need a computer to do so. Don’t cheap out and settle for sub-par equipment because you think you can get by with cheaper alternatives. Your campaign could end up costing you a lot more than you bargained for if you don’t invest in the right equipment.
Find Your Niche
Once you have your budget in place and your equipment is functioning properly, you can start considering the direction of your campaign. This is important because while you might have had success in the past with various tactics, that doesn’t mean you will continue to enjoy the same level of success if you don’t consider the changing dynamics of the digital landscape.
What is the niche for online travel marketing? You could do well by targeting consumers who are actively looking for a specific type of vacation or luxury travel experience. For example, if you’re selling cruises, you might target older audiences who are interested in reminiscing about their life on the ocean. Alternatively, you could target millennials who are interested in luxurious travel experiences and want to be able to book a cruise on their smartphone.
Once you have a clear idea of your target audience and niche, the next step is to consider the approach. What is the tone and style of your campaign? Will you use a humorous approach or a more serious approach? Will you try to be trendy or will you go with tried and tested tactics?
These are all important questions and ones which you should definitely ask yourself before you start building your campaign. Do you want to use social media to get the word out or will you opt for traditional print and online ads? You might want to consider the difference between the two and the reach each one has. These are just a few examples of the kinds of questions you can ask yourself to determine the best way to approach your online travel marketing campaign. Ensure you establish a connection with your audience before you jump into any paid marketing activities. This is because while it’s easy to target people online, the same can’t be said for print and TV ads which might reach a more established audience. Regardless of what approach you take, make sure you put a face to your brand and establish your expertise.
Determine The Length Of Your Campaign
Once you have your strategy and approach set, you can start considering the length of your campaign. This is important because at any given time, social media is changing and there are more options than ever before. People are often overwhelmed with choices and don’t know where to start. If you want to be able to stand out among the clutter of options, you need to consider how long you want your campaign to last. What is the ultimate goal of your campaign? Are you looking to grow your user base or is your focus more on generating sales?
If you want to use social media to attract and retain customers, you might want to consider running a content marketing campaign for the foreseeable future. The good news is that while this might not be easy, with a bit of planning and measuring your progress, it is possible. If you’re looking to generate sales, you might want to run a paid search campaign for the shortest amount of time possible. On the other hand, if you’re trying to grow your user base, you might want to consider running a social media campaign for the longest amount of time possible.
Consider The Data You Have
You might be tempted to just dive in and start running ads without taking the time to consider what has and hasn’t worked for you in the past. However, if you want to do well in the online travel marketing arena, it’s important to look at what has and hasn’t worked for other businesses in the same space.
If you take the time to examine what is currently working for other companies in your space and determine what you can do differently, you might end up enjoying greater success. As an example, if you’re paying close attention to what is working for others, you might decide to switch from paid search to organic search because you find that your target audience is discovering your products organically. In other words, they are finding you when they are searching for something related to travel, cruises or luxury hotels. You can use this to your advantage by implementing an organic search strategy which might see a noticeable increase in your sales.
Use The Right Metrics
Once you start getting results from your campaign, you’ll be tempted to jump in and keep up with the hype. However, that’s a big mistake if you want to do well in the digital marketing world. Instead, you should be looking to determine what is and isn’t working and, more importantly, why.
For example, if you’re running an SEO campaign and saw a 30% increase in your traffic from organic searches over the last month, that might be cause for concern. Alternatively, if you’re seeing the same 30% increase in your sales, that might be a bonus because you can directly attribute that to SEO.