Ideas & knowhow
Get results with LinkedIn
Millionaire entrepreneur James Caan says he made his money by 'zigging' when everyone else was 'zagging'. I'd say LinkedIn is the social media equivalent of that strategy.
Since Microsoft made their investment, LinkedIn has gone from strength to strength yet a lot of tourism businesses don't use it. LinkedIn's main initial use was to help professionals make connections with each other. Now it's evolved to become a sort of facebook for professionals.
It's not the obvious place to go to, to look…
Promote your business to just one visitor
Small businesses have a great advantage over larger ones: they can offer a much more personalised service, and tailor what they do to suit their customers better.
It can sometimes be hard to convey this to visitors though.
When you write words on your website, in a mailing or on social media do you ever feel like you're casting your words out into the world, not knowing where they'll land or who will read them? I know the feeling!
It's hard to write in a way that will appeal to potential new g…
Make your website more powerful
Do you know what information you need to include on the home page of your website to get results?
Most people don't.
We could have a long conversation about search engine optimisation and how using lots of headings and putting the most important information at the top of the page is essential... but there are some other very straight forward things you also need to do.
Of course every site is different and has varied objectives but it's worth checking that you're doing all these. A lot of…
Consideration stage of selling
I've had several messages recently from people who say that they've had more visitors to their website but it hasn't necessarily resulted in more bookings.
Why? Is there anything you can do?
Quick answer: yes!
First of all, it's worth establishing that people aren't just coming to your website for five seconds and then 'bouncing out' because they don't at all like what they see. Google Analytics will help you with this.
Let's assume there's nothing fundamentally wrong with your website, a…
A useful source of marketing inspiration
Do you struggle sometimes when I say things like 'write for your target market' or 'get inside the mind of your customers'?
Second-guessing what your guests want isn't easy. Neither is looking at your business from their perspective.
We're often too close to see the things that others see from outside. When they're pointed out, you probably say 'of course' but it's hard to see in advance.
Can you do anything about this? Yes!
Ask your customers.
Ask them what they love, ask them what the…