Could you be saying the wrong thing on your website, in your social media, and other marketing activities? I doubt you're actually upsetting anyone, but potential customers may be ignoring you.
Why? Simply because you're saying the wrong things at the wrong time, or even the right things at the wrong time to the wrong people.
Most tourism businesses need to promote to three different kinds of people:
- people who are already customers
- people who have heard of you but not yet become customers, and
- people who have never heard of you or don't know what you do
Some marketing messages - whether by email, website, social media etc - will work regardless of who you're targeting. But many don't.
This used to be a problem. If your main marketing choices were paid advertising, posting out information or printing leaflets you had to choose limited messages as space was limited. There was a temptation to be all things to all people, to use bland and useless 'something for everyone' marketing.
Thanks to digital marketing, space isn't really an issue so you can use different messages at different times to appeal to different markets. Yet many don't take advantage of this free and easy marketing technique.
People who are already customers may just need to be reminded to buy from you or visit, perhaps through the right message on social media or through direct mail. An image of the view from your window, or something happening near by might act as a trigger for a repeat visit.
Those who have heard of you but not yet become a customer need several different types of message at different times:
If some one has never heard of you, or doesn't really understand what you do, then you need to go back to basics. For example, on social media you might need to use simple explanations (this could be through an image) about what you do from time to time, or to make information clearer. You're probably not stating the obvious, but you sometimes need to.
A quick example: let's say you offer accommodation. You might talk about the quality of your welcome, or show images of your rooms but potential guests need to know where you are and the benefits of your location. I often see accommodation providers posting on social media without ever mentioning their location, missing out on a valuable and easy selling point.
When you do this to attract new customers, you don't put off existing customers - you remind them about why they like you so there are double benefits.
So take a look at the marketing messages you use, consider the different types of people you need to reach and consider how you can 'layer' information and messages to cover more information, as persuasively as possible. Are you stating the obvious? Perhaps you need to?
Please note: all articles are copyright Susan Briggs 2021
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All articles on this site are copyright Susan Briggs, The Tourism Network Ltd 2021
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The Tourism Network Ltd, The Old Mill, Millgate, Masham, HG4 4EZ
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