What makes or breaks the content on a good tourism website?

What kind of content works on a top-notch tourism website? What actually engages the visitor to stay on the page longer and better yet -develop a genuine interest towards the company?

When a few small things are taken into consideration, it is easier to capture the attention of the visitor. The most important thing to take into consideration is the customer value proposition.

The nitty-gritties

Who is your customer, what problem are you trying to solve for them, what are your customers’ needs and what will they gain from your services? By answering these questions you are well on your way of designing prime content for your website.

Answering these questions is also important because a website acts as a first impression -the first few seconds determine whether or not the visitor will stay on your site. The content on your website must be engaging not just for selling but for solving the customers’ needs in the best case. Also, keep in mind you may want to produce different content for your various target groups.

Make the first impressions count

Needless to say, what affects the first impression is the visuality of your site; pictures, videos, colours etc. Did you know that there’s research to show that visuality affects the customers ability to imagine themselves in your destination or using your product? Now you do. While it may not work to your advantage to have a 2 minute HD ad video on your site as it would slow it down, it will be beneficial to have relevant pictures and you may want to consider shorter clips.

Symbolic ideas for content

Convince, link and create

Whatever you produce onto your website, the content has to be persuasive as this affects the customers’ attitudes towards your company and product. The tone in which you present your written points should also be consistent -this way you maintain credibility in the eyes of the reader. In addition, you should sound confident but not intimidating and the tone must tell the story of your business and be in line with what you offer.

A couple of tech-savvy pieces of content that are good to have would be online chats, relevant calls to action as well as reviews from your clients and perhaps even photos taken by your customers. Don’t forget to include your contact details or social media links either! If you’re for example writing a blog, it might be an idea to include a snippet from your content there as well.

Above all, your website content needs to tell a story, as stories are what appeals to us and make us engage with a brand. Don’t just lay out the facts and service attributes but tell the emotional stories around them.

How to better interact with your customers on social media?

 

If there’s something a business can’t ignore these days, it’s the social media. All the businesses should be present at social media as it’s the way to reach out and communicate with their customers, increase awareness and boost their sales – after all, there are more than 3 billion social media users worldwide so it’s better to take advantage of that!

Social media has significantly changed the way people and organizations communicate and interact with each other (Ngai, Tao & Moon, 2015). Social media allows businesses to communicate with their customers in a more personal level which helps to build stronger relationships with them. Interacting with customers creates better engagement and value for the customers. Because of this, interacting with customers should be also included in the company’s social media marketing plan. But what can you do to effectively interact with customers on social media?

Be where your customers are
To be able to interact with your customers, you need to be where they are. This requires knowing your customer. When you know who your customers are, you’ll be able to figure out how to reach them and identify the right social media channels to use. So, there’s no point on being on every social media channel there are available but instead, focus on the ones that matter the most.

Be easy to find
When you have chosen the right channels to be at, you should make yourself as easy to find as possible. You can achieve this by using simple profile names, relevant profile pictures and hashtags that relate to your business. Also, you should add links to your social media accounts on your company’s website.

Post interesting content regularly
Don’t just make your content about sales and product promotions but instead try to provide value for your customers by posting interesting and entertaining content. Think about the following questions; What interests them and brings more value for them? What kind of content would attract attention?
Also be sure to post a variety of content – photos, videos, link shares, contests etc. Post user-generated content to make your customers feel more involved. Use storytelling as a way to increase engagement and attention. Ask questions and feedback. And remember to post regularly.

Be responsive
When thinking about better interaction on social media, one of the most important aspects is the communication and responding to your customer’s requests, suggestions and messages. Consumers expect to get fast responses when leaving their comment on social media. That’s why you should try to reply to them as quickly as possible. Reply to all questions, comments and feedback – both positive and negative ones. In this way, you can create better relationships and improve brand loyalty.

Show yourself – “behind the scenes”
People want to connect and interact with other people. Therefore, it would be a good idea to show the people working behind the company’s social media profiles – and not just the ones who are dealing with social media but other employees as well. For example, you can post pictures of the staff, introduce the team members and reply to comments with your name. This builds trust and reliability.

Reference:
Ngai, E., Tao, S. & Moon, K. 2015. Social media research: Theories, constructs, and conceptual frameworks. International Journal of Information Management. 35(1), 33-44.

How has technology influenced the rise of LGBT tourism?

 

 

What is LGBT tourism all about?

LGBT tourism is the process of tourism product and service development and marketing that caters the needs of lesbian, gay, bisexual or transgender people. This specific segment of tourism provides opportunities to select destinations, accommodations, transport, events and so on, which are LGBTQ+ friendly. These create options for LGBT tourists to travel while feeling welcomed and respected. As the modern world moves towards a more inclusive and open-minded attitude, this area of tourism keeps growing with potential and is one of the fastest-growing tourism segments. For more information see https://www.iglta.org.

Technology and its impact on LGBT tourism

Technology has had a significant effect on awareness and attitudes towards LGBTQ+ people and issues relating to them. UNWTO: Global Report on LGBT Tourism (2012) shows that countries with progressive policies towards LGBT individuals gain more economic benefits from tourism. It also shows that there are improved social benefits resulted from LGBT friendly brand image. This image is formed by inclusiveness, tolerance and diversity.

Using Information and Communication Technologies (ICTs) enables tourism businesses to gain competitive advantages in promotion and marketing, in addition to reinforcing the operations and strategies in the industry. Development of ICTs has enabled tourists in the LGBT segment to actively participate in the creation and sharing of their tourist experiences. This is done by activating conversations in social media with friends, family and others. Development of ICTs has created an opportunity for people to connect despite geographical and physical boundaries. This has decreased the effect of isolation commonly associated with the LGBTQ+ community.

Social media has had an essential role in strengthening the formerly silenced and sidelined voices. Various online, brand and marketing campaigns such as “It gets better” and Spotify: Pride stories, have carried out hope for a better future for the representatives of LGBTQ+ community. However, while the positive awareness and acceptance get better, the negative backlash is fueled. Specially targeted hate campaigns towards the LGBTQ+ community showcase the popularity of homophobic and transphobic convictions people still hold.

LGBT tourist behaviour

As a tourist segment, LGBT tourists have fairly high spending power and more opportunities to travel off-season. Tourists in the LGBT segment utilise all available ways of communication, with a high focus on channels and online platforms developed for this community in particular. These channels and platforms include such as online forums, specified websites, apps and various social networks.

As tourists, LGBT people like any other tourists connect to and use technology, digital and online tools before, during and after travel. Before travel, they utilise the internet to search for LGBT friendly places to visit and while travelling engages with the rest of the community through posts and pictures in social media. After travel, they evaluate the services and use e-WOM to share their experiences. Some applications are specifically catering for this tourism segment, like Misterbnb. This is similar to Airbnb but the accommodation hosts are LGBTQ+ friendly. Another great mobile app is Wimbify. It combines Couchsurfing and Airbnb with a way of meeting other people in this community.

What are the ways to grow as a destination for LGBT tourism?

The question arises; how the tourism industry can gain an advantage of the positive impacts of technology to grow LGBT tourism and is there a way to minimize the negative impacts? Destinations should jump on the bandwagon of creating awareness on inclusiveness and tolerance towards this community. If not existing already, they should develop tourism products and services that are authentically LGBT friendly. Additionally, creating specified marketing campaigns plays a huge role in attracting these tourists and getting the destination on the map as an LGBT friendly tourism destination. This can be achieved through smaller actions as well. It is as simple as using a small rainbow on websites or advertisements. Website design should include inclusive visuals to welcome this segment of tourists. Destinations can add a section for options focusing on LGBT tourists, such as LGBT events calendar in the destination.

It all comes to education and understanding, ensuring that all staff members understand, respect and value all customers equally. Taking the time to research how other LGBT friendly destinations are performing and learning from them is worthwhile. Because there is various online platforms and channels specifically for the LGBT community, tourism product providers should utilise them to engage with tourists. Additionally, they can be used to co-create tourist experiences by involving LGBT customers in every step. Including aspects for LGBT tourists in the company strategy and values, regardless of which tourism segment the business caters creates the potential to emerge in this tourism market.

Overall, the key is to utilize the endless opportunities technology and digitalization has provided in more open-minded, inclusive and tolerant fashion.

 

References:
  1. British LGBT Awards (2019). Winners 2019 – British LGBT Awards. [online] Britishlgbtawards.com. Available at: https://www.britishlgbtawards.com/winners-2019/ [Accessed 25 Oct. 2019].
  2. Last, M. (2019). How technology has changed the LGBT+ experience. [Blog] Available at: https://technation.io/news/how_technology_has_changed_lgbt/ [Accessed 25 Oct. 2019].
  3. Liberato, P., Liberato, D., Abreu, A., Alén, E. and Rocha, Á. (2018). LGBT Tourism: The Competitiveness of the Tourism Destinations Based on Digital Technology. Advances in Intelligent Systems and Computing, pp.264-276.
  4. UNWTO (2012).Global Report on LGBT Tourism. AM Reports: Volume three. [online] Madrid: UNWTO and IGLTA. Available at: https://www.e-unwto.org/doi/pdf/10.18111/9789284414581 [Accessed 25 Oct. 2019].
  5. IGLTA (2019).The International LGBTQ+ Travel Association > Home. [online] Iglta.org. Available at: https://www.iglta.org [Accessed 25 Oct. 2019].

How to do video marketing in tourism businesses?

Did you know that most people prefer video over reading? Also, social media platforms have started to favour video content, making video marketing in tourism an important part of any modern marketing mix. Videos have been growing fast as popular media content, especially on social media. Videos have great traffic potential and convert customers if you do it right. You can increase your business’ visibility and get more customers with video marketing.

If you think it is too hard to make videos, here are some suggestions: someone else could do it for you, or you could learn to do it yourself. It doesn’t have to be an expensive project, but high-quality videos can be more viable. It is a bit scary to step in front of the camera, but tourism is a human-to-human business and it is definitely worth it.

Photo by Robin Noguier on Unsplash

When you are thinking about doing video marketing in tourism, consider at least the following aspects:

  1. Think a clear purpose for the video

The clearer the purpose is the clearer it is to make and watch. There can be many kinds of purposes like you can make the video to introduce your brand, tell your values and build the trust and awareness or you can do a video just for entertainment. Remember to take into consideration in which stage the reached customers would be: are they still looking for inspiration (pre-purchase stage) or are they already comparing and deciding which service they are willing to buy, for example.

  1. Do different types of videos

Try to do a different kind of videos for different purposes. You could make a virtual tour and take the viewers with you, for example in your facilities or activities. When you give a glance to your customers beforehand, they can be convinced of your services and want to experience it by themselves. Videos increase trust as they convey a lot of information.

  1. Publish it in the right place and at the right time

Publish the video on the platforms and channels where your customers are. YouTube and Facebook at least are the most common video platforms right now. Also, think about the timing. Publish the video when there are most of the people online to gain the best results. And not just any people, but your target audience.

  1. Make it useful for all

You could make a video where you answer the frequently asked questions (FAQ) or educate your future customers by making a behave in your destination or how-to check-in on the self-service desk or how to paddle safely on stand up paddle (SUP) board.

  1. Don’t be boring

Try new things like 360 °, virtual reality (VR) or augmented reality (AR) videos, use drones or other technology. And more importantly, make your viewers laugh or at least to smile. Everyone needs a little fun to their days.

  1. Use influencers

Especially if you are not familiar with the technology, you can ask a videoblogger, for example, to introduce your business in an interesting way. Choose the influencer that has the audience who could also be interested in your business. Good influencer may have a great power to increase your markets. Same with other networks!

  1. Create and tell stories

Stories always work for people. Make a story that people can identify with, the video that makes the viewer emotional or inspired. Answer to your customers needs and desires and make the video attractive and your services irresistible, so your viewers would think “I must go there, and I must experience that!”. But still, be real, you have to meet their expectations. It is easy to talk about facts, but tourists make choices based on their feelings.

Photo by rawpixel on Unsplash

What else? See good examples below:

Vinkare is Finnish video blogger and influencer with almost 150 000 subscribers on YouTube. He always uses the newest technology and can do nice tricks with it. This is a useful and fun marketing video of Sastamala city.

For foreign readers, here is another example. This is inspirational video content in the first place. It introduces national parks in the USA.

The last video is a good example where the tourism business answers the customers’ questions, wonders and gives tips for families in Disney Park.

Thanks for reading. Hopefully, you got some ideas for your own content marketing and video marketing in tourism.

Are you looking for an international tourism-focused master’s degree programme in business? Tourism Marketing and Management programme by University of Eastern Finland provides a unique learning experience for students who have finished their bachelor’s degree and are looking for new skills and knowledge in developing tourism industry in a sustainable way. Read more about the programme at www.uef.fi/tmm.

Content marketing and how to harness it for your business

Content marketing is a necessity in today’s digital marketing field. It is also an effective tool, especially for small entrepreneurs, to reach new customers, build trust and increase site traffic. The key to success is planning content marketing that can answer three questions:

  • What are your customers’ need and desires?
  • Can you provide your customers with something value?
  • Can you keep them wanting more?

Here are a few tips to keep in mind when building your own strategy:

Who are your customers?

The customer is the key factor in raising profitability. As a result, it should be considered as the centre of all activities and decisions of your company. When creating content, segmenting your customers is the first step as it helps to identify your target customers, understand their behaviors, habits, and preferences. Consequently, it provides useful information to create interesting and engaging contents and to refine your marketing approach.

Tips to find out the searching trends of customers after segmenting your customers:

  • Use analytics features on social media platforms (Facebook, Instagram, Google Analytics) to get an overview picture of customer behavior within the online environment.
  • Connect face to face to get some truly unique insights from customers.

Which content marketing formats have the most impact on your customers?

Choosing popular content formats is the second step to connect with customers. Online content format is not just text. It can be under different forms: images, videos, infographics, e-books, case studies, webinars, press releases, competitions, quiz, reviews or case studies… The format of the content should be compatible with the main goals of the content, which are to entertain, to inspire, to educate and to convince. For instance, if the purpose of the content is entertaining, the suitable formats could be quizzes or contests while if educating is your purpose, e-books, instructions will be the reasonable selection. Picking the proper content format helps the potential customers engage, share, learn, become loyal customers or even entice new customers.

How to write an attractive content for online customers?

Reading habit is different between online and offline content. The style, length or structure of the content in different channels has an enormous impact on attracting customers. For instance, reading a long article in a newspaper is much more breathable and enjoyable than in online format.

Tips to achieve successful content writing:

  • Stay inspire. Pick some engaging topics. You can refer to your competitors or using tools to query the keyword list as this way is good for creating content based on the demand of customers.
  • Start with a direct topic or opening sentence to entice customers’ attraction and satisfy what they are looking for.
  • Write the content under the customer’s position and focus on content purposes. Avoid adding too much sales messages in the content.
  • Be consistent in your writing style to make customers immediately link to your brand, to build a relationship with your customers and to differentiate from your competitors.

How to promote your content online?

Spending time to promote your content online is as important as to create content because it helps to reach a larger audience.

Before creating a content promotion plan, choosing suitable channels to manage is important. There are three types of channels which should be considering: Owned, Earned and Paid channels. Promoting content on owned channels such as websites, blogs or social media sites is a typical starting point as it is a flexible and low-cost option. Earned channels help boost the customer reach of content and also add credibility. Whereas paid channels allow you to target your goals to specific customers.

Once choosing which channels to promote your content, creating a content calendar is the next step. A content calendar will organize your content marketing activity and make your content process consistent and efficient.

Tips to reach the full potential of a content calendar:

  • Combine a variety of marketing channels to work together for marketing strategies.
  • Make the plan achievable by using realistic time frames or highlighting special days or holidays to offer seasonal content
  • Use online tools to save your time. It will help automate the content creation, distribute process and easy to keep track of the plan
  • Stick to customers at each stage of calendar

Are you looking for an international tourism-focused master’s degree programme in business? Tourism Marketing and Management programme by University of Eastern Finland provides a unique learning experience for students who have finished their bachelor’s degree and are looking for new skills and knowledge in developing tourism industry in a sustainable way. Read more about the programme at www.uef.fi/tmm.

Experiences and digitalization – where are we going?

It’s all about experiences these days, isn’t it? They are constantly discussed in the field of tourism, and with other industries as well, but do we actually know what it is about the idea of experience that in the end intrigues the customer enough to make a purchase decision?

No, we cannot know that. Why? Because experience is a subjective, individual and very unique concept. No one experiences a product or service the same as their peers. Someone might not even feel as though they have received any kind experience from a service or product which might have been completely transformational for someone else. So, how do we market experiences, if we cannot guarantee that there is even going to be an experience to have? Can we enhance the experiences with tools provided by digitalization?

We must know our customer segment and what they are searching in their travels in order to understand how they might see the meaning of experience. Finding the customers ready to receive those experiences and even pay for them is not probably going to be difficult as marketing online develops, and it gets easier to attract bigger masses or find the niche market inside those masses that want your products.

How will digitalization change experience design?

In the future, digitalization and online marketing will be the key element in marketing experiences. As the world of digitalization moves forward, we can expand our experiences and how we see them. It opens totally new doors for marketing; A customer puts a pair of VR glasses over their eyes. They jump through a series of videos; snow, reindeer petting, Santa Claus, northern lights. The pretty picture formats in their head. I have to see that for myself. The thought of perfect winter wonderland has been set in their mind. The spark is there. All you need is the product to sell.

Snow dusting, formation of experience
Will there be time when experiences, like the feeling of snow and seeing the northern lights, can be designed fully online? Photo: Pulkkinen 2015

The question then becomes; how much we can tease the potential customers? Where is that line of wanting the hands-on experience, instead of watching northern lights lying on your own bed with the VR glasses on, enjoying the comfort and safety of your own home? What added value does the customer get from coming to Finland and going to freeze in the middle of the lake to watch northern lights? And how we can keep that experience authentic to the customer?

It’s about evolving. Designing. You need to find the link between the need to evolve with digitalization and the benefit for your company. What can you do in order to enhance the hoped customer experience? It’s about designing, prototyping and trying. Co-creation, another big word. Co-creation will most likely get on a different level with digitalization in the future, as information sharing and possibilities to do online get wider and wider. We are in a state of constant development.

The question remains. Digitalization, opportunity or threat to experiences in the tourism field?

Maybe both? The key is to find what is the best possible practice for you.

Get a master’s degree in tourism business

Are you looking for an international tourism-focused master’s degree programme in business? Tourism Marketing and Management programme by University of Eastern Finland provides a unique learning experience for students who have finished their bachelor’s degree and are looking for new skills and knowledge in developing tourism industry in a sustainable way. Read more about the programme at www.uef.fi/tmm.

3 easy ways to make online customer experience better in tourism

As technology develops it is necessary for tourism businesses as well as businesses, in general, to think about how they can improve online customer experience. There is a lot of talk about if technology will replace human interaction, but actually in business purposes technology can help make customers happier. Although we have to remember that to do so, it has to be done correctly and enhance the customer experience rather than make things more complicated.

Our class was brainstorming to find out how technology can delight customers in tourism businesses. We discovered a lot of different ways, but there were three that stood out the most for all of us: easily accessible information, photos & videos, and helpful marketing.

Easily accessible information

When planning a holiday or booking activities, one of the biggest things is that the information is comprehensive and easily found. Tourism companies should focus more on the content of their website as it is the main source of information for customers. This means that the navigation should be clear and there should be information available about everything the company is offering. Especially for tourism companies, online booking is one thing that will make customers happier as well as the possibility to give feedback online. Easier the information search process is the happier the customer gets.

Photos & videos

We all know the saying “a picture tells more than a hundred words”. This should be kept in mind when marketing your products or services. Photos and videos can increase the trust as well as the satisfaction of customers when they match with reality. As an example, if a hotel has a gym, but they have no pictures of it, the hotel might seem a bit shady for the customers. But then again, you should not use pictures or videos that are much better than the reality, as the reality will then disappoint the customers. It’s also good to remember that high-quality photos and videos are also quite nice to watch, and they easily caught the eye in social media.

Helpful marketing

No one likes when a business is by force trying to sell their products or services, at least not Finnish people. Tourism companies should use more helpful marketing, which means that you introduce the strengths and benefits of our products or services rather than use a phrase such as “buy now”. In helpful marketing, you create content that is helpful for customers and that creates value for your customers. In the end, it will also lead to better sales. Make the customer feel special and be interactive on social media channels.

Focus on online customer experience!

As said in the beginning, there can be multiple ways to make customers happier by utilizing technology. Get started with the three ways introduced here, but remember that you can always develop ways that suit your company and customers better. In the end it all comes down to understanding the online customer experience!

Get a master’s degree in tourism business

Are you looking for an international tourism-focused master’s degree programme in business? Tourism Marketing and Management programme by University of Eastern Finland provides a unique learning experience for students who have finished their bachelor’s degree and are looking for new skills and knowledge in developing tourism industry in a sustainable way. Read more about the programme at www.uef.fi/tmm.

How to successfully master website design for your tourism business?

An effective website is important for your tourism business as it is one of the first touchpoints in online marketing. We developed a framework of the most important core factors in website design. Instead of digging deeper into each of them, we look at the whole picture.

Website Marketing_Different Devices

STRUCTURE AND DESIGN

First, let’s start with the basics. Design the website in an easy, clear and simple structure. Be visual! Hence, make customers remember your website. Furthermore, include a navigation panel. You want to make sure that your customers find exactly what they’re looking. And pay attention: less is sometimes more. An over-designed website is not only daunting for the visitor but also impacts the page speed. Trust me, the goal is to attract more customers, not to lose them.

ACCESSIBILITY

Ensure quick-loading pages by choosing the right technology, smaller compressed images and a simple website design. Pay attention to the general accessibility on different platforms, devices and browsers. Don’t despair! You can even make a test run and check the page speed on different devices before you publish it.

ENGAGING CONTENT

There is no need for an attractive and clear structured website if your visitors are getting bored to death. Hence, create engaging content by integrating your personal story and stating your missions, vision and goals clearly. Show your customers that you care and include their testimonials and reviews as well as your values by adding sustainability certificates or Corporate Social Responsibility awards.

Picture_Metaphor for Storytelling

STORYTELLING

Most importantly, think about your customers and their values and implement them in your story. Don’t forget to add a beginning and an end and build up excitement. Captivate the customers with a powerful message.

Include interactive elements like videos or photos of your products or links to your social media channels. Then, think a step further and use chatbots to guarantee a round-the-clock personal customer care. Furthermore, retarget customers with discounts or feedback sections.

All in all, the possibilities online are endless. Just remember: taking your customers’ needs and your own values into account is the goal to succeed in digital marketing. Use Website Analytics and Search Engine Optimisation and dedicate a website manager to ensure constant updates, trouble-shooting and optimisation.

Follow this framework and you’re all set to go! What are you waiting for?

Get a master’s degree in tourism business

Are you looking for an international tourism-focused master’s degree programme in business? Tourism Marketing and Management programme by University of Eastern Finland provides a unique learning experience for students who have finished their bachelor’s degree and are looking for new skills and knowledge in developing tourism industry in a sustainable way. Read more about the programme at www.uef.fi/tmm.

Nostalgia in marketing – a great way to drown your business

It is pretty easy to say that marketing a business today is made pretty affordable and easy – if you are not stuck in the nostalgia in marketing and trust that a basic “block ad” on a magazine is an effective way on advertising.

Events are my cup of tea. As an event manager, you are DEPENDENT on that the products are visible on Google and social media channels. The homepage should be active with links to other pages for Google to find it interesting, Adwords should rise up your event every time you are searched and ads can be targeted to customers who have visited the site. With the basic effort, you can do all this by yourself and can gain a lot of new customers. Without these things, you are same as dead to your customers.

Why?

Most of the customers, who’s from you are interested (read: have money and interest towards your hip-product), especially in technology orientated country like Finland, use smartphones – or at least search your business via computer. So why bother on spending lots of money on ads on e.g. newspapers? To compare online marketing to classic marketing on print – here’s just a plain and simplified example:

Marketing on local newspaper:  One marketing ad on leading local newspaper (outside southern Fi) Size approx. a6 format. Shown during one specific day. Cost approx. 800 €

  • You’ll need  (or at least it is highly preferred) to buy visuals from a professional (60-70 e / h)
  • The ad is shown one time on today’s magazine with other ads on the third last page.
  • Circulation of the magazine approx. 100 000 people in one province with broad age cohort.
  • No reliable ways to measuring the effects of the ad.

Marketing on Facebook/IG: for the same money (900 €) possibilities:

  • Do ads by yourself (of course the expertise and counseling of a professional- like yours truly – is always recommended) 😉
  • Choose the most relevant target groups from e.g. Helsinki and your hometown with specified age cohort and interests to visit the homepage or buy the tickets straight away.
  • Set the ads to be visible e.g. for week or two.
  • See how many times your ad is clicked, measure and optimize the ad also afterwards.
  • Gain more followers to your site, where you can advertise the event more specifically and share the love with your likers.
  • Add FB Pixel and google tracking to your homepage andthe engage same people who may have visited your site but not yet bought the tickets by encouraging them to buy tickets afterwards via cookies set on their devices.
So. Which one would you choose as an advertiser?

Are printed ads about to die? No. There is a place for it as well. E.g. in the form of advertorials in the specific periodicals or example big posters are really good way of getting attention – they have more possibility to reach your target groups. Books are read still, and I for one will always prefer to read from the paper than from the tablet or such. But it is hard to see a long-headed future for classic “box-ads” in the newspaper or such as an efficient way of reaching your customers now or especially in the future. Do not let nostalgia in marketing make decisions for you!

Get a master’s degree in tourism business

Are you looking for an international tourism-focused master’s degree programme in business? Tourism Marketing and Management programme by University of Eastern Finland provides a unique learning experience for students who have finished their bachelor’s degree and are looking for new skills and knowledge in developing tourism industry in a sustainable way. Read more about the programme at www.uef.fi/tmm.

Do Not Read This!

Content Marketing?

Yep, I thought you wouldn’t listen. Luckily there is no harm in reading this, quite the opposite. I just wanted to prove a point: In content marketing, you are competing of customers enjoying an overflow of information and suffering lack of time. Therefore, your content marketing needs to be intriguing and catch the attention. Like hopefully this headline did. So, in case you are interested in content marketing, you should stick around and read rest of the post!

Let’s start with discussing the term. It can be mixed up with social media marketing. Creating an ad in Facebook is still not content marketing, just marketing happening in social media. The idea of content marketing is to create different types of content, like blogs, video material and online discussion with customers. The content is shareable and creates interest towards your business, increases your appearance in search engine results and should affect your sales.

How to start

So, let us say that you just established a hotel in Lapland. Should you now open accounts to every other social media outlet and fill them with room pictures and other posts? No, first comes the content marketing plan. For that you need to know your potential customers and their preferences. With bench-marking rival companies, you can learn what content they share and what social medias they use. Referencing the competition is a good start, but also personal goals need to be established. What does your company achieve with all the content you share? Who sees it and what do they do with it? When you can answer these questions, you can proceed with the plan.

Some No No’s

Next, lets dodge some common landmines of content marketing. First, the content can’t be all about the company. Do not always sell something, the customers are not always buying something. The key idea is to be on mind of the customers and when they want to make a purchase that you can provide, they will remember you.

Television was a one-way media, but social media is not. By forgetting this, you miss out on the potential of content marketing and might even do damage. Be attentive to the customers, answer the complaints and discuss the questions.

Do not do too much. If your customers discuss your services in Facebook and like your pictures in Instagram, but Twitter is not working, concentrate on the former. That way your company can be consistent and reliable online, which creates trust also in general.

Do not forget to track the impact of your content marketing: It is essential for you to know how it works and what should be developed or altered.

Entertain, Inspire, Educate and Convince

Content should be useful to both existing and potential customers. In general, you should follow these four guidelines:

  1. Entertain the customer with top quality content to spend time in your media and get them to know you.
  2. Inspire them and help them to create new ideas and new dreams.
  3. Educate the customer on the issues related to your business and create a feeling of trust.
  4. Finally, convince the customer to use your services to retain the best possible solution to his or her problem.

Know your customers to know the preferred social medias and content. Track the impact and you know what to develop. By being consistent and attentive, you are reliable and on people’s mind.

Get a master’s degree in tourism business

Are you looking for an international tourism-focused master’s degree programme in business? Tourism Marketing and Management programme by University of Eastern Finland provides a unique learning experience for students who have finished their bachelor’s degree and are looking for new skills and knowledge in developing tourism industry in a sustainable way. Read more about the programme at www.uef.fi/tmm.