There is a shift from the traditional world to the digital world, businesses are more profitable when they implement the marketing strategy digitally in order to comply with the new environment.
Without a clear Digital marketing strategy, it’s easy to underestimate your audience needs, but what is most interesting with digital marketing is that the target audience can be reached in a cost-effective and measurable way.
In other to have a clear Digital Marketing Strategy, certain aspects of the business need to but discussed, these aspects are:
1. The vision
In simple words, a vision for a company is basically the broadly mental image of what you want your business to be in the future, what position you want your business to occupy in the future. It’s important to develop a business vision as this is the basement or the reason for the existence of the business. As a tourism company, it’s essential to work towards having a vision that matches the activities you are provided.
For example, your vision statement can be a high performance tourism company that attracts customers and exceeds their expectations.
As a tourism business company, you should identify your targeted audience. Who are you targeting as a business, this needs to be clarified as it allows the business to focus the digital marketing effort on the target audiences that are most to purchase your services.
An example of a target customer for a tourism company can be family vacationers, or again fresh married couples.
After clarifying your business vision, and identifying your target audience, the next step is to identify your goals. When it comes to goals it’s usually preferable to separate them into short-term and long-term goals.
When it comes to short-term goals, you should identify goals that are achievable in less than 12 months or less. They are those types of goals that can be achieved monthly.
- Each month the company needs to get 5 customers who pay their services.
- After 6 months, the company needs to have at least 400 active instagram followers.
Long-term goals are those goals that take more than 12 months to be achieved or completed.
Example in the tourism company can be
- After 2 years, the company website need to be ranked on the top of page one of Google (focus on the SEO).
- After 1 year, the company should provide a virtual tour of the city.
After clarifying the vision, the targeted audience and the goals of your company, you should now focus on the visibility of your brand. When it comes to the visibility of the brand, we refer to having one brand being visible in the digital world.
So where to start:
Because the company is in the tourism industry, it’s important to have a business account on TripAdvisor, as being on Tripadvisor will increase your business’ exposure to a large, qualified audience and give you access to many free marketing tools.
Having an instagram business account is really advisable as it gives you the opportunity to access features that are beneficial for engaging with and marketing to your followers. The well-known benefits are the instagram insight and the ads.
With a Facebook page for your business, you will be able to also speak to a large audience about the different activities the company provides and also share basic information about the business.
It’s important to have a website that is customer friendly, as it will allow to increase your web traffic, it will attract more visitors, it will simply help your customers to find their ways and it will also help with the company’s SEO objectives to be ranked on the top.
By creating a Google my business account, you help your customer to find your business on a map, to communicate with them and also allow people or previous customers to leave a review, which tends to attract future customers.
Tips: The KPIs that can be used to evaluate your performance are:
- Web traffic sources.
- Brand awareness.
- Cost per lead.
- Website traffic leads.
- Returning visitors.
- Online conversion rates.
In conclusion, Digital Marketing is future success of any business, the perfect digital marketing strategy cannot be found at the first trial, so a continuous improvement of the strategy is important in order to find the perfect digital marketing strategy that suits your business.
Written by Emmanuel Balolage, Owner of Destination Le Cap and Digital Marketing Analyst at the International Institute of Digital MarketingTM.