With the help rising digitisation in the modern era, the travel industry in India has developed and moulded itself to a better one. Today, right from selecting the place one wants to travel to the booking of the tickets, every activity takes place online. When we plan a holiday, it is apparent that we try to explore places on the internet, look for affordable holiday packages and then book our tickets online. Thus, in order to capture market, the industry definitely requires adapting digital marketing strategies for the growth of their companies. This quick guide will help you identify popular marketing strategies you must inculcate to make your campaigns a successful one.
1.) Focus on Content Marketing
While content marketing is a popularly known strategy, yet it is repeated here in the first place. Content will help you create your credibility in the online market. It is the only form of communication that will help you connect with potential clients. Your content marketing strategy should be a blend of writing content for your website, speak about your services, create a blog, do guest blogging and develop social media postings.
2.) Create a Buyer Persona and Define Buyer Journey through your website
Buyer persona is essential part of marketing. Without a buyer persona all marketing activities are pointless as the brand does not know who their customer are and what they are looking at and also their pain points. Creating a buyer persona helps brand to know their ideal customer and tailor marketing strategies around him leading to high conversion rates and relevancy.
- Demographics: income, age
- Attitudes to life, attitudes to holidays, needs from a specific holiday (e.g. adventure sports vs. a wildlife exploration)
- Social media habits
- Special interests like adventure activities or photography
- Media consumption habits: What do they watch, read or listen to?
- Product purchasing habits: How frequently do they buy a holiday or how often do they travel?
- When do they travel?
3.) Improve Social media efforts
Social media postings should be a blend of promotions and engagement creation. One can follow an 80/20 approach where 20% of your social media efforts go towards promoting your business and the rest on delivering value to the users. Consistently posting on social media, spreading a word about the latest offers and deals as well as helping users with their plans are some of the efforts one needs to put in.
4.) Create a presence on travel review sites
People generally take decisions based on reviews present online. Thus, getting yourself listed and generating positive reviews from your old clients is an added strategy to follow.
5.) Perform Retargeting on Social Media and Google
When a person looks up for a travelling plan online, be it on Google or through social media, you need to make sure you don’t let bounced traffic escape. Instead we can re target that traffic through tools on both Facebook and Google which involves putting up a script of code on our site. This helps to capture the customer that left us in “awareness” stage of buying process to further catch his attention at “Intent” stage and influence him to make purchase.
6.) Focus on SEO, but balance with Google Ad Words
Despite an in-depth focus on SEO, one may take a long time to appear in the top results. However, investing in Google Ad Words helps you instantly appear to the top. Additionally, the top ads on search engines place you in front of customer instantly and can also help you know which keyword and ad is working and what packages are in demand. Analytics can further help you with your business strategy. Thus, focusing on Google Ad Words along with SEO is vital.
Content being the dominant player in digital marketing, you should be well equipped with techniques on how to play well with words. Right from SEO to Social media, Google Ads and building network on other websites, one needs to add up everything in their marketing strategy to achieve success.