I'm often asked how to decide who your target markets should/could be, and how to get new visitors.
If your business is relatively new this can be a tricky thing to decide.
If your business is better established, you hopefully already have a good base of people who like what you do, but probably want to expand your markets.
Many people describe their target markets in traditional terms such as "empty nesters", or "people aged 35+ from up to two hours away".
The trouble with this is it's hard to actually imagine them as real people and individuals. So the words you write on your website might sound a bit stilted and less enticing. It's hard to make social media posts really engaging when you're not really sure who you're writing for.
I've got an easier suggestion to try.
It's worth starting with the easiest and most obvious people you could attract: those who will like what you do. Doing this can also help you improve your search engine rankings because you'll use the kind of key words your potential visitors search for.
People like to feel you understand them and know what they're looking for (even when they're not always sure themselves!).
They don't want to work too hard to make a decision. Anything you can do to make it easier for them to choose you is good!
This is partly why Amazon* has been so successful. When you search for a book, they then present other options with a few 'people who chose this also liked...' suggestions. They take away the hard work and make you feel like they know your needs.
Amazon uses expensive personalisation software. You don't need to. But you can help people make a decision in favour of your business.
It's easy. Here's how:
All you need to do is complete this sentence (you could make it a paragraph or list) starting:
"we're perfect /x name of your business is perfect for people who like..."
For example, if you run a camp site with limited facilities, you might write:
We're perfect for people who love camping and like the idea of getting back to basics in a wonderful open space with amazing views and a pub only a mile away.
If you have a holiday cottage in a village, you might write:
Cosy Cottage is perfect for people who want to stay in a beautiful self-catering cottage in the heart of x village, with a small shop, church, lovely village green and pub.
Or if your accommodation is miles away from civilisation, you might write:
We're perfect for people who want to retreat from the world and enjoy the peace and quiet, knowing the nearest village is x miles away.
Whatever you're promoting, you can use a sentence like this to help people feel they've found the right place for them.
It's most powerful when you use a combination of something specific plus a reason for visiting
A specific aspect could be something like a pub (give the name so it's more credible) only a mile away.
The reason for visiting could be some one who wants to retreat, who loves to discover lesser known spots, who wants to enjoy the hustle and bustle of...
*PS. I don't like Amazon. If you'd prefer to support small independent businesses (like yours?) who pay their taxes, try Bookshop.org - they'll deliver directly to you and you can nominate your local bookshop as well so they still get some commission.
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
Email Susan Briggs
The Tourism Network Ltd, The Old Mill, Millgate, Masham, HG4 4EZ
Tel: 07768 365591