Attracting new clients has never been an easy business. And today, you need some real finesse to ensure what you’re selling is bought.
Not only are consumers spoilt for choice, but the ease of access to information has made them savvier than ever before – they know what’s out there (or at least they think they do) and they’re on the search for real value for money.
On top of that – you’re contending with way more competition than twenty years ago.
So how do you make your brand and its message grasp a client’s gaze?
Here are six tips to make your content stand out, attract the attention of your clients and, yes, ultimately grow your business’s bottom line.
1. Get up close and personal with your target market
Your target market is your content audience. And the best way to attract a client’s attention is by meeting the needs of both your existing and potential customers.
Make your content useful to them, answer their questions, and put their requests into action.
Thirty-one-year-old Sally wants to go to India, but she has no idea where to start – she can’t tell her Mumbai from her Delhi and she’s travelling alone. Your company sells packages to India. How do you make the two meet?
Use travel content marketing to answer the type of questions Sally would ask: Is it safe to travel alone? What makes Delhi different to Mumbai? When’s the best time of year to fly?
That way, when she types her question in the Google search bar – you increase the chances of your brand popping onto her screen.
Furthermore – use your clients’ feedback. If guests are always asking where the nearest ATMs are to your location – maybe it’s time to build a resource on your site that points guests or travellers to the right place.
2. Know your product and be specific about its details
Avoid investing in vague, wishy-washy travel and tourism content that includes either clichés, like a “home away from home” and broad, subjective statements like “paradise” or “the time of your life”.
These statements just create expectations – that if not met – can damage your reputation.
Remember, Taryn’s idea of “paradise” is a cottage on the beachfront away from humans, but Sally, she wants to mingle in Khao San Road.
So give specifics about what you have on offer at your hotel, resort, or cruise. Is your cruise aimed at families? And if so, how? Are their special activities for kids? And if so, what kind of activities? When are they available? How often? For which age groups?
Also ensure your content marketing reflects your expert knowledge of the destination you’re selling and the region you’re located in: See what’s happening in the area and note all events, which could be relevant to your target audience, in your editorial calendar. For example: A traveller may think that windy season isn’t the best time for a beach holiday in Cape Town. When in fact, an event like The Red Bull King of the Air, which attracts famous kite-surfers from across the world, happens during this period. A hotel close to Blouberg’s kite beach, where the competition takes place, could seriously benefit from having content on this event.
Not only does it help make the destination more attractive and open itself to different markets, but it makes your content more authoritative, ultimately providing greater benefit to your reader.
3. Be relevant
The ease of social sharing has made it commonplace for everyone to know what’s trending. So, your brand has no excuse to not know either. And what better place to stay front of mind than by leveraging the content your customers are likely to read and see on social media or in the news?
Find out what popular content is trending in your target market or region and then news jack it in a way that ties in with your product, brand, and/or brand promise. In this example, Flight Centre Travel Group uses the recent Thailand storms as an opportunity to show themselves as a trusted brand that cares about leisure travellers’ interests by putting out content giving safety tips and travel advice for travellers en route to and in the region.
By taking a stance on current issues and newsworthy topics you show clients you’re engaged in what matters to them.
Maximise opportunities by thinking ahead and using those same events in your travel content calendar to create a buzz around your offering. Using our kite-surfing event example from before: if the event is in January and February – it’s probably better to start creating a buzz two months before (as opposed to just a month) to ensure you capture some travellers that would normally travel in December to maybe postpone their travel.
4. But be entertaining…
Being relevant is one thing, but to get to the point where your audience and target market are labelling you as such you must be a good storyteller.
A travel writing expert knows good storytelling aims to create an emotional connection, to hook you within the first three lines of text, and to have enough relevance or suspense to keep you engaged until the end. A good way to achieve this is to ask – how would the reader’s feelings have changed after reading this post?
Coca-Cola’s name on a bottle campaign is a good example of how to use emotion for effective storytelling. The campaign started out by placing people’s names on Coke tins and bottles – encouraging consumers to take pics with cokes with their names on.
But in a country like South Africa, where there are so many unique names, many people couldn’t join in on this craze. The brand then launched a social media campaign on YouTube where people with uncommon names shared their stories. The campaign’s success lies in its ability to capture the uniqueness of South African flavour by getting ordinary citizens to tell personal stories, this capturing the hearts of South Africans.
5. Join your clients on the tech, and travel journey
Don’t be one of those companies that have great content that is easily accessible via desktop, but a disaster to read via mobile.
Think for yourself – how often have you given up on searching for something on your cell phone when the site you’re looking for isn’t mobile friendly?
Mobile phones afford you the opportunity to use content marketing targeted at clients while travelling. In fact, according to a study by Phocuswright, 61% of travellers do their search for travel (including flights and accommodation) via mobile.
Regardless of where they’re headed, or what time it is, consumers tap into their mobile devices for fast info. So, make sure potential customers can access your company easily. Do this by tracking where your target audience is going to find information – Facebook? Instagram? YouTube? Make sure you have a presence on these channels if required – ready to give your customers the info they crave.
6. Plan – and execute
And remember, travel content marketing is not one a once-off thing.
A good content marketing strategy will include several components – interviews, social media, and press releases – all of which are dependent on good timing to be of optimum benefit. Trying to remember all these details is a recipe for disaster.
By using an editorial calendar, you’ll help build your travel brand’s reputation by ensuring your content marketing strategy is executed effectively.
A good travel content management calendar will also allow you to see what parts make up the whole and ensure each article or post has a goal of its own. When you can see the broader picture through your content plan you’ll avoid repeating ideas, ultimately keeping your content fresh, targeted and authoritative.
Travel content marketing, if executed correctly, is the ideal way to bridge the gap and build a relationship between you and your clients. If you’re keen to chat and find out more about what we do, get in touch by clicking here.