Travelers are more empowered then ever, they can get anything they want at any time. They are demanding, impatient and want to consume information in a fast clear and personalized way that creates value for them.
But how do you do that, and how do you know what kind of information a traveler needs when. To make this insightful many tourism companies use Customer Journeys to map the information needs of their target audiences.
Unique Selling Points is a marketing term to describe reasons why customers should do business with you. Unique Selling Points (USPs) are important because they help you to quickly communicate to people who don't know your travel business why they should choose your business over your competitors.
What do you stand for as a business what is your purpose ? Why are you doing what you are doing ? That passion and energy is a good start for crafting your USP's
The primary goal of an advertising campaign is to influence the buying behavior of an audience by promoting your products or services to potential or existing customers. You want to lead someone to action.
If you want to influence an audience, you have to put them at the center.
If you lack a strategy, your marketing isn’t an investment. It’s a gamble
But if you use your set strategy focus on the persona's with your top products and then experiment, optimise and repeat. Magic can occur.
You don't always have to make new travel marketing content from scratch. You can also curate content. Which means you select the best pieces of existing content to share your message and enhances your status as an expert in your niche or proof that the travel experiences you are offering are indeed worth a try.
To curate travel content, you check what kind of content is already online.
There are several ways that can help you with finding content
How do you write compelling travel marketing content that is in line with your strategy ?
If you find it difficult to start writing texts from scratch, a good idea is to check on what your competitors are writing. Use that as your starting point and try to make their text better aligned to your specific target audience.
Lets start with which i feel is till (after 3 years) one of the shortest and easiest to understand video about why you need staring to create video travel marketing content even though its actually a commercial.
Summerised: it's the fastest way to communicate available and people love videos.
Before you start with outsourcing make a clear briefing that explains what kind of travel content are looking for, what your target audience is, what the goal is of the content, maybe a summery of your digital marketing strategy, a short briefing about your destination and how you will measure the success of the content.
Be clear about how much money you want to spend on the content.
If you know what you want you can find a freelancer that suits your needs on several freelancer portals.
You just can't make everyone happy, therefor it's important to focus your efforts on a few selected types of clients. Preferable those that suits best to you, matches your values, interest, are profitable and above all are fun working with !
To make these clients satisfied and happy you services should excel and fit to their specific needs, its vital to know your (potential) customers inside out and build a company around them that can serve them like no one else.
Creating a niche means crafting products specially created for a very specific group of travelers versus a general offer everyone might like.
Its wise to create a niche because travelers have different passions and different interests. And for all those different interests their is a vast amount of information on the internet highly targeted and especially crafted to the needs of these people.
Start with one social media at a time, does it work for your travel company go for the next.
If you start, post regular, work on the quality and start boosting your post to your targeted audiences that you defined in your strategy, preferable as narrow as possible like for example to cities where satisfied clients live that have recently booked your products. You have a nice way of boosting and supporting the natural word of mouth from your clients.