Inbound Marketing For The Tourism Sector
The inbound marketing methodology can be adapted to multiple sectors and improve the results of all types of companies. But the truth is that the tourism sector is working like a glove. Thanks to the digital transformation that this sector has experienced, users are researching and planning their trips online. Therefore, brands that are willing to offer valuable content to attract them and accompany them throughout their journey will have a much easier time attracting and retaining customers.
Table of Contents
Analyze Your Buyer Persona
A buyer persona is a semi-fictional representation of your ideal customer, based on accurate data and informed assumptions about their demographics, behaviors, motivations, and goals. This representation helps you plan your inbound strategy, as it allows you to understand who you want to attract and what type of content you need to add value to them. Buyer personas must be based on research and analysis, and it is beneficial to analyze your current customers to identify common trends.
Research Your Customer Journey
Research is a significant part of the customer journey in the tourism sector. Without analyzing the customer journey of your buyer personas, you can adapt your interactions to create value and accompany users to the final decision continuously.
Within the customer journey, we distinguish three major stages:
- The discovery stage begins when a potential customer experiences a problem or need. At this point, he begins to investigate to find out what he needs to solve.
- The customer has identified the problem and is considering different options to resolve it in the consideration stage. Once you are clear about what you want, you move on to the next phase.
- Finally, in the decision stage, the customer already knows what he wants and is actively looking for a company that can meet his needs.
By deeply understanding the customer journey of each of your buyer personas, you can anticipate the questions, topics, and search terms that will be relevant to them at any given time.
Create Quality Content
Content is one of the great pillars of the tourism sector since it helps us make customers find us and attract them to our brand. Once you have identified your buyer personas and their needs at each stage of the journey, you can use this information to create content specifically tailored to them. The star strategy to attract potential customers to our site is travel blogs, where content is published periodically in the tourism sector. To achieve maximum effectiveness and create content tailored to the needs of our buyer personas, we must also pay attention to the keyword strategy. This will help us quickly position ourselves in search engines and attract more visits.
Improve Your Visibility
Once you have launched your content strategy, it is time to start working on multiplying its reach. To do this, there are two key strategies: social networks and search engine optimization or SEO. Social networks are ideal for getting in touch with potential clients and making your content known, either organically or through promoted posts. To achieve the best results, it is important to have thoroughly analyzed your buyer persona’s digital presence and be on the networks where they spend the most time. On the other hand, SEO is essential to attract sustained visits. In addition to keyword optimization on your blog, you should pay attention to on-page optimization (website structure, URLs, rich content, metadata, etc.) and link building (generating links from external websites to yours).
Convert Visitors Into Leads
Getting visitors to your website is an essential first step, but to convert them into customers, you need to convince them to leave you their data and thus become leads. At this point, the strategy of landing pages and lead magnets comes into play. In short, it is about offering beautiful content to your buyer persona in exchange for them leaving you their data, for example, to download a checklist or sign up for a webinar. For this point to work correctly, optimizing all the elements of your landings is essential, paying particular attention to forms and CTAs.
Accompany Leads Toward Conversion
The next phase of inbound marketing for the tourism sector is lead nurturing, sending the information a series of messages that respond to their needs and accompany them on the path to conversion. This is done through an email marketing strategy with automated flows in many cases. Once the visitor leaves us their email, a series of message shipments spaced out over time is activated. To achieve better results, it is essential to segment the database according to different customer profiles and personalize the content as much as possible.
The inbound marketing process does not end with converting the lead into a customer. Acquiring new customers is much less profitable than keeping existing ones, so we must pay special attention to offering a great experience. In this way, we will gain customer loyalty and benefit from repeat purchases and gain new customers effortlessly thanks to positive recommendations and reviews.
Also Read: Trends In Inbound Marketing For 2022