Welcome to Tourism eSchool!
It was great to join you at the 2015 Melbourne’s Tourism Fest in the West
We hope you got some great takeaways and you are inspired to get started (or ramp up!) your visual content as part of your social media strategy! Below are the key insights & additional resources for you to read as it relates to Rebecca’s presentation.
During the jam-packed session you saw just a small snippet of some of our training available and we’d love to help you further with the marketing of your Business or Destination.
If you are a Tourism Business check out the Social Media, eNewsletters & Blogging eCourse and if you work for a Destination Marketing Organisation, Council or Visitor Information Centre check out our Destination Marketing Mentoring Program
The Smokin’ Hot Stats
In the presentation Rebecca referenced some statistics on online purchasing journey’s, smartphone usage & visual content marketing, so following are the links to the authoratitive sources with you below for your continued learning.
- Nielsons – Global Trust in Advertising Survey 2013
- Think with Google – The 2014 Traveller’s Road to Decision
- Think with Google – Our Mobile Planet
- Wishpond – 10 Reasons Visual Content will Dominate in 2014
- Digital Sherpa – 25 Amazing Video Marketing Statistics
Key Presentation Takeaways
1. Three High Converting Photo & Video Topics
- Firstly be clear who your most profitable customers are
- Then share videos that either help, inspire or share engaging stories your tourism brand, as these three themes are best for growing brand awareness & consideration for your tourism brand.
- Ideal Customer Persona Profiling: The strategic approach to Tourism Marketing
- Google’s Zero Moment of Truth – Online Customer Purchasing Funnel
- 3 Content Themes that Attract & Convert Customers
2. Rock your Social Media Engagement
- Engagement is king on social, to ensure more people are seeing your photos & videos
- Focus only on the social media locations where your Ideal Customers are hanging out.
- Share content when your Ideal Customers are likely to be online. Pre-schedule photos/video if it’s at a time you can’t share live.
- Post photos & videos “natively” and make sure it is optimised for viewing on mobile.
- Directly upload videos into Facebook for better reach.
3. Leverage Trusted Influencers
- Identify who is influencing your ideal customers online and research if they are looking for content from brands such as yours.
- Research how you use hashtags to help share your digital influencers.
4. Own your epic photos & video content
- Put your epic photo & video content on a blog on your business or region’s website, so you can share it out on social and bring visitors back to your website.
- Regularly send targeted eNews to different customers segments that offers more value than sales, with a focus on your sharing your blog content.
- Why every tourism destination needs to be blogging
- Get mobile or get left behind
- Email Marketing 101: 8 steps to get you started
5. Take better photos & videos
- The better the photos and videos you share, the better the chance they will help reach your marketing goals
- Use photo & video editing tools to make them look as good as possible before sharing online
- 6 free photo-editing tools to create amazing photos
- 4 easy steps to bring video marketing into your tourism business
- 4 social media video ideas for tourism brands
6. Work Smarter Not Harder
- You don’t have to create photos & video content yourself (especially if you are a destination). Bring on board your staff, colleagues, tourism operators and customers!
- User generated content from customers/digital influencers is a great way to get awesome content to re-share on your social media pages.
- Identify how you will collect user-generated content for your social media pages.
- What keywords can you monitor on social media to identify a wider range of user-generated content for your business or region?
7. Encourage Visual Social Media Advocacy
- What your happy customers & visitors say about you is the most trusted form of advertising. Ensure you collect and amplify it!
- Specifically ask and/or enable customers to share photos using your owned hashtag or by tagging you, checking in or leaving a review.
- 3 steps to encourage social advocay of your brand
- 5 ways to get a negative TripAdvisor review
- How to set up and manage your TripAdvisor listing
8. Measure What Matters
- It’s essential you measure your photo & video results to ensure it is helping achieve your overall marketing goals.
- Focus on measurements that matter, how engaged customers are, quality of your followers, how well your marketing is going at generating enquiries and sales and how much your customers love you.
- Use social platforms analytics to measure engagement of your photos & videos
- Set up “conversion goals” on Google Analytics to track customer conversions from social media, such as email sign up, enquiries & bookings.
- Track what customers are saying about you online.
Have a question about what you have learnt?
If you have any questions regarding what you are or have learnt in our Workshops, then jump into our Linked In Group – Tourism eSchool’s Tourism Marketing Community, and we will be sure to assist!
Get up to speed with your Tourism Marketing!
Get access to our FREE Tourism Marketing eBook
Finally, we’d love to invite you to subscribe to our database, where you will not only receive our FREE Tourism Marketing eBook ’50 Hot Marketing Tips for Tourism Businesses‘, but you will also be sent monthly enewsletters jam-packed full of marketing insight, and you’ll be the first to know about our FREE tourism marketing webinars which we will be hosting in later 2015!