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Tourism marketing strategy: inbound marketing

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Tourism marketing strategy: inbound marketing

The tourism sector is experiencing a time of clear expansion thanks to the growth in the number of companies, both SMEs and large corporations, from small rural hotels to large travel agencies. For this reason, it becomes a highly competitive sector, in which it is necessary to apply strategies to differentiate itself and add value to users.Depending on the business model and the available budget, different solutions can be found to carry it out. Inbound marketing, as a complementary tool to the tourism marketing strategy, is one of the most effective applications, both for small and large companies.Inbound tourism marketing: why implement it in your tourism business
The application of non-intrusive marketing and advertising techniques that comprise the inbound marketing methodology in the tourism sector will allow you to contact the potential customer from the beginning of the purchase process , accompanying them at all times until the completion of the transaction.The use of the appropriate content that is developed in each phase of the buying process is essential in inbound find service provider by phone number uk . In addition to providing clear competitive advantages such as the increase in qualified marketing contacts (MQLs), registrations (leads) and visits received by the website of the company that uses inbound marketing as a business strategy, its application provides a series of essential and very profitable assets.

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Results of inbound marketing in companies in the tourism sector
Through this inbound marketing study prepared by InboundCycle, it is possible to check what are the results that companies in the tourism sector can obtain. To carry it out, we have had the data of more than 50 projects that have implemented inbound marketing from 1 to 4 semesters with InboundCycle.Specifically for companies in the tourism and hospitality sector, based on different projects in the sector, the data is as follows:Traffic captureAnd this is the analysis of the Betting Email List evolution of the attraction of visits of 4 B2C projects in the tourism and hospitality sector:If you want to see its growth, keep reading …1 to 2: traffic is multiplied by 4.032 to 3: traffic is multiplied by 4.42In addition, from the beginning of the project (semester 1) to the end of the project (semester 3), the traffic is multiplied by 17.8Capture of recordsHere is the analysis of the monthly evolution of the registration of 4 B2C projects in the tourism and hospitality sector:MQL fetchNext, we analyze the monthly evolution of MQL uptake of 4 B2C projects that belong to the tourism and hospitality sector. In this case, we also observe fluctuations and some specific peaks due to the activated campaigns and seasonality:Thanks to this study, we can affirm that betting on inbound marketing in the tourism sector can be beneficial in the long term in the marketing strategy of a tourism company. The numbers speak for themselves!New call-to-action
Inbound tourism marketing: where to start
In order to implement the tourism inbound marketing methodology in your company in the sector, it is necessary that you take into account the following aspects in order to start and carry it out successfully:Have an updated web page that shows the services of the company, which is responsive, so that it can adapt to navigation from any device and thus can provide a positive and efficient user experience.Incorporate the possibility of acquiring your products or booking your tourist services through an electronic commerce platform.Have a marketing team made up of a person specialized in inbound marketing, copywriters who are in charge of the content and a professional specialized in social media responsible for disseminating the content of the writers on the social profiles of your company.

As soon as these factors are correctly resolved, we can start with the application of the tourism inbound marketing strategy, starting from the definition of your buyer persona, the creation of a specialized blog and other elements that we develop below.Take time to define your buyer persona
One of the essential pillars of inbound marketing is the creation of valuable content that motivates and awakens the interest of the users we want to reach, so building the profile of our ideal client prototype or buyer persona will be essential to develop the business strategy properly.Defining your buyer persona will help you to better understand their concerns, needs and interests, and above all, to discover how they are looking for them and where , so that you can focus the style and type of communication of your company correctly.Knowing the pain or pain -the needs, concerns or interests- of our buyer person and his driver -the motivations that drive him to carry out a specific search on Google or predispose him to acquire what we offer in our company- we will have achieved a goal of Great value.By building the identity of our buyer persona and gathering the necessary information (their personal information, online and professional behavior, and what is the relationship they have with our company) we will be able to create the global content strategy, the brand image and the selection of the appropriate channels to carry out the diffusion, reach a greater audience and achieve the desired goals.Develop a blog for your tourism company
As soon as you have defined your buyer persona, you should create the content marketing strategy with the help of freelance writers specialized in the sector or with knowledge of the topics related to the buyer persona pains . Another option is that, if you have enough time and staff, you develop the content with the help of your team.In essence, content marketing consists of creating content of interest to the buyer persona in a personalized way , which adapts to the different phases of the purchasing process , the Awareness, Research, Decision and Action phases .Creating a blog is one of the most useful tools to achieve this, so I give you some tips to keep in mind:

The blog should not have a commercial focus related to the products or services of your company , but rather have an informative and educational focus related to the interests of your buyer persona .
For example, the blog should not deal directly with the offers or vacation packages offered by your travel agency specializing in trips to Africa, but rather what to visit in each of the African countries, why visit them, what is their gastronomy, culture, traditions, etc.
The content created must be supported by SEO strategies , such as choosing the keywords correctly , so that the articles on your blog appear in different searches and your potential clients can easily find your content.The contents must be related to all the phases of the purchase process of your potential client , so that you can accompany him at all times and consider you when deciding to purchase a product or service.
In addition to correctly focusing your blog towards the needs or interests of your buyer persona and working the contents based on keywords that help to correctly position these contents, it is important to have a good content planning . Organizing a publication calendar for your articles will help you make your blog more dynamic and interesting and will increase your business opportunities .New Call-to-actionTo design an efficient blog for your company in the tourism sector, it is necessary to meet certain requirements that will help you enhance your marketing strategy . They are as follows:Title . Try to choose a blog name focused on attracting your buyer persona.Mobile version . The content must be responsive, that is, it must be adapted to the mobile phone and tablet format; the loading time of your page should not exceed 3 seconds; the text must have the appropriate measure to facilitate reading; and the images must be provided to different devices to facilitate their viewing.Coherent structure . The published articles must be structured in a coherent way so that the reader can understand them easily and does not leave your blog without being interested in other content or requesting some of your downloadable ones.Keywords . To position the articles correctly, it will be necessary to use keywords or keywords that have good metrics. Using free tools to search for keywords becomes one of the best alternatives for companies in the sector that have few resources.Planning . Organizing a publication calendar will be essential if you want to receive regular visits and position your content. In addition, it will allow you to create a content structure adapted to your objectives and strategies.Social media. Add social media buttons so that your blog users can share the content and thus increase their visibility.Internal links. You will make it easier for the reader to navigate to other related content on your blog or website, and improve on-page SEO.

Internal search engine. Adding one will help the reader find the article they are looking for quickly and easily.Subscribers . It is important that there is the option of subscribing to a blog to get readers to access the different articles published by sending newsletters, every specified time or when a new post is published, for example.CTA . Get a record by using calls to action or CTAs , with interesting information, download ebooks, templates, etc.Guest Posts . Look for collaborations with other blogs to get more visits, generate links or exchange links.Connect through social networks with your buyer persona
Social networks are a very powerful tool to take into account in a tourism marketing strategy, and these are some of the fundamental reasons:Consumers are increasingly participatory and your company’s social profiles can be an important customer service vehicle , so it is essential to be able to react quickly and agilely to any complaint or request from your clients or potential clients.In addition to being a customer service tool, it can be the perfect complement to your tourism inbound marketing strategy as a platform to share the contents of your blog.It will help you attract more traffic to your blog and orporate website, but also to generate engagement with your buyer persona, since you will be offering them content that is of interest to them.However, before launching into creating profiles on Instagram, Facebook, Twitter … you must ask yourself where it makes sense to do so . Before creating a profile in the first network that occurs to you, it is appropriate to investigate what type of people are in that social network (age, social status, profession, tastes and interests …), and check if your buyer persona is between those profiles.As soon as you have defined in which social network your ideal client is, prepare your own Social Media Plan following some of the guidelines that we propose . It is very important that you keep your social networks up to date so that your followers do not see them neglected, since this will also affect the image they have of your business.Develop an email marketing strategy
The development of an email marketing strategy allows more direct contact with potential clients and is very effective in creating closer and lasting links . Therefore, creating a contact database is the first step in an efficient inbound marketing strategy.Databases are an ideal channel for sending personalized information . This means that with quality information you can implement strategies that allow you, on the one hand, to retain current customers, and, on the other, to start a dialogue with new ones . Of course, it is important to know what to send to each contact based on their characteristics and preferences .In addition, you can do it in an automated and highly personalized way thanks to marketing automation , which is more agile and efficient, and allows greater control and detailed monitoring of the impact, reducing costs and time spent by staff, among other advantages. .

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