Category Archives for Branding and Content Marketing

Why You Should Share Third Party Content from Other Blogs and Websites

In our last post, we looked into how to easily find topics for your blogs or social media. Here’s another important part of content marketing: sourcing and sharing others’ publications, known as third party content. We also call it curated content.

Curated content can include a blog article, a story about your destination from a major publication, an infographic (an image that explains a topic), a descriptive picture, or some research or data points from other sources.

Why should I find and share content from other businesses?

  1. How can you possibly produce your own content every week? When you have so many other things to do in your business, sourcing content from others is a great alternative to original content that keeps you in touch with your readers.
  2. You don’t always want to promote your own content, especially on social media. When you support others by content sharing, it gives you credibility and an unbiased perspective.
  3. With more facts, opinions, and recommendations, sourcing others’ content can complement and support a topic that’s important to your business. It can also benefit your website – read below to learn how.

When you share someone else’s content, a cool thing can happen, too.  See, people love having their work shared and featured, and this ‘approval’ of their work can have a positive impact on you and your business, like having your content shared with their audience as well.

Let’s say I shared a link to a source on a blog I’ve written, that link is valuable for them (especially if it’s a do-follow link). As well of I share it on social media or blogs, I  tag the source or send them a quick email to thank them for the excellent content. Guess what happens?  They share it to their audience (in most cases) so your article has now been exposed to more people, which leads tomore social sharing, future collaborations, and even sharing of our posts and pages and earning a backlink to your site.

What’s a backlink? It’s when another website links to a page or post of yours. The more relevant your backlinks are, the higher you rank on major search engines like Google. (Read more about backlinks and website health on our blog)

Rules for Sharing 3rd Party Content

  • Don’t plagiarize and rip off someone else’s content. It shows poor integrity, and bad business.
  • Give the source credit when you use their content. This is a good business practice, and it prevents any personal or legal issues with someone.

Here are some good businesses practices for content sharing: 

  • Include the blogger/publications name in a social media post.
  •  Send a note, or a @share to thank them for the good content
  • Comment on their Facebook page or in their blog comments section
  • Quote the source of quotes and data facts

How to Find Good Curated Third Party Content

  • Do a quick Google search. Google is a great place to find good content, so be sure to explore beyond page 1. Good content isn’t always found on the first page.
  • Travel writers and bloggers have written posts about various topics relevant to travelers, including where to go, things to do, how to pack, you name it. They are a great resource, and when you share content and thank them for using their article, you have a bigger opportunity to get your social post or content shared with an audience of travelers you may be seeking. Who knows it could lead to a collaboration or a new client who eyed your post. Pinterest is one of the best platforms to search for travel related content because it goes beyond the first page of Google and its visually easy to find something that works for you. Also search travel industry news sites to find articles relevant to your content.
“But I don’t want to promote my competitors…!”

​​​​I hear this from tourism operators sometimes. My view is that the travel business industry is all about connecting and collaborating to survive. You may share a link or a post about your destination or type of business, and a competitor or an online travel agency may be featured on it. If you feel strongly about not using content from certain businesses or competitors, take them off your list to share.

“How to organize curated content and use them later?”

Once a week, I review content from other sources. When I find a relevant article for my audience, I add it to a Google sheet with its title and link. When I use it, I cross it out on my list. You can schedule to share content you curated once a week, on a given day of the week, or whatever schedule that makes sense to you. 

Curated content sharing is another valuable tip in your content marketing tool kit. For more marketing tips, you can find them all here.

Do you have any tips to share about how you source your content not just third party content. Please hit reply and tell us! 

Want to learn how to write a better profile for your sites to attract guests? 

third party content sharing photo - different businesses discussing sharing social media

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Looking for blog and social media topics? Here’s how.

This is marketing today – providing helpful and free content and writing about topics interesting and informative to travelers.The reason? To provide value to readers, offer useful information to solve their needs, and remind them of who you are and what you do. It also helps you gain authority and earn their trust in building a future relationship with them. Then, you share these blog and social media topics to your readers and travelers. That's why we all do it. 

Ever struggle with coming up with ideas and for your blog and social media topics? Well, we've all been there.

Regardless of your business’ specialization – may it be accommodation, attraction, transport, or tour, we all need stories and content to share with our audience. This is what marketers call content marketing.

Here are some helpful ideas on how to look for and organize content topics for blog and social media topics.

1. Create a content topic document with a list of topics built off these ideas

This involves making a simple spreadsheet of the sections below and writing topics within each box. 

A. Start from within your business

What can you share about who you are, what you do, and why you do it? 

Here’s what you can write about:

  • Your story and the challenges you faced when you started your business 
  • Your purpose: what makes you get up in the morning and do the work you love?
  • The highlights of your business: some top tours, amenities, rooms, attractions, routes (depending on your business)

B. Use content from your staff

What skills and experiences can your staff share?

Here are some good examples:

  • Tours: guides, owners, and staff – stories about their location, how to run a great tour, taking cooking classes, the best places to go, experts in geography and archeology, how to please guests, funny encounters and stories with guests. 
  • Accommodations: owner, manager, hospitality staff – stories about the history of your location, your building, the best places to go, the food and activities in and around the business, how to help and please guests, and funny encounters and stories with guests.
  • Transportation: owner, drivers, dispatchers – stories about the rules of the road, their favorite places to take guests, how to please guests traveling with them, funny encounters and stories with guests, and driving in their location
  • Attractions: owner, manager, staff – stories about the history of their business, the area, their favorite parts about it, how to please guests that visit them, and the food, activities, and fun discoveries in your attraction. 

C. Share your location or destination

Regardless of your business type, you can include facts, pictures, and details about your location. 

Great examples include:

  • Best things to do; Unexpected things to do
  • Where to find ‘x’
  • Best places to eat; Types of food and activities in your culture
  • Fun facts; History
  • How to be a respectful traveler in your destination
  • You can also feature your partners and suppliers (if you are a tour – recommend your hotel partners) 

D. Use your guest questions as blog post and social topics 

You can:

  • Ask your audience questions about their experiences, what they like to do (or don’t like to do), what they like best, and what information they want to know
  • Share common questions you've received from other guests and create a ‘frequently asked questions’ (use your list and make into content)
  • Share how to prepare for a visit to your tourism business/location. Examples include how to pack, how to stay safe, what you need to bring and not bring, and what you need to know.

E. Take advantage of Facebook and Instagram’s live feature

Preplan your staff or guides to go out and show a day in the life of your business. There’s nothing more engaging than live video – yes, nothing. It gets your viewers to see the 'real' life in your business. This can be very informal, so if you’re nervous, that’s ok – it can be just a 15 to 20-second clip! 

You can share the behind the scenes of your tour, hotel, or attraction through a live video using Facebook Live and stories or Instagram stories. Another great option is to share a previously recorded video.

For blog post ideas - you can embed this video into a blog post and write the specifics about the tour or activity that the reader is viewing.

It’s a good idea to share videos about:

  • Meeting the staff
  • Showing an ongoing event
  • Sharing a new feature of your business
  • Showing off your city or destination

F. Share your wins

There’s nothing wrong with sharing your successes, including awards, acclamations, and great reviews you've received. These are an excellent way to gain trust. 

Important Points:

Reshare your posts- PLEASE - save time and energy

Share and reshare your content, because your readers/viewers will likely not see it the first time or even the second time. For instance, Facebook's algorithm limits even the followers who like your page, let alone the millions of pieces of content that consumers are exposed to every day. This means they don't always see your content.

Also, your audience constantly changes and grows, so please reshare. You’ll feel your content is overshared before your readers ever will. Make it a habit to repurpose your content and share it this week, next week, then every two months, four months, six months, etc. Why create new content every single week anyway?

Limit how often you SELL your products or services

Be conscious of promoting yourself – I’m talking about literally asking people to buy. This means selling your products or sharing specials and asking your readers or followers to book now. The goal of content is to earn trust and move people down the funnel of learning about you, which in turn will make them consider you and buy your products. 

2. Use other sources to find content for social media

Consider the trends people are looking for and questions they’re asking about. After all, you want to share content that helps your audience. 

There are several great resources where you can find these:

A. Google Trends – trends.google.com

Google Trends is a fantastic source of trending topics and ideas. Search for broader terms within your destination/business type. For example, walking tours in Paris is a general term. You can see what topics come up and when this content is at a peak (seasonality).

B. TripAdvisor Forum

Check this forum for questions travelers have about destinations, family travel, solo travel, and hundreds of other topics. This can give you great ideas about how to answer common questions with a social media post or through your blog.

C. Answer the public.com

Ask a question on this website, and the search engine will pull up keywords and phrases that people are looking for. This site is fun to use and a little addictive! 

D. Analyze Your Competitors Topics

Use Moz open explorer to find the most popular content of your competitors, including the pages and posts that have the most amount of traffic and the most backlinks, which is a reliable indicator of shareable and valuable topics. 

E. Quora

This is another way to search for questions and see what people are asking. It is particularly useful for destinations and types of travel. Try it out and see what's coming up. 

How will your content topic document look after all this?  Just add columns with themes and fill out the topics in the rows. Before you know it you could have 30 days of topics or longer.

Now it's your turn! Create your content blog and/or social media topics document; it can help you save time and effort for your topic development this year. 

and if you say, 'hey, this is not my thing, I need to get some help doing this, you can reach out to us here for help or other ways to get this done

But wait! There is a second part to this - You can share all this content AND share other tourism business content too  – read part 2 and why you should do it in this link.

For more tourism marketing tips, you can find them all there.

social media topics - ideas - coming from the image of a lightbulb

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The best tourism lead magnet template

If you read our post, 6 Effective Ways to Get More Travel Leads, you will know that one of the best ways to find new guests is to create a lead magnet, which is a piece of content that you provide to potential guests for free in exchange for their email. You have seen many examples of this in email marketing and yours will be relevant for travelers.

image explaining how to use a lead magnet template effectively to create a better lead list

A sales lead magnet can be a super valuable content piece because it can be used on your website and with your other marketing strategies, it will help you generate email leads.  It gives your readers value, making them familiar with your company and eventually persuading them to buy from you.The key is to create emails to use it in email marketing. So here is the best tourism lead magnet template to use it in your tourism business.

According to a published  McKinsey study, Email marketing is 40x more effective in converting consumers to buyers than social media. 

Not sure how a lead magnet works? - See example below

The lead magnet template for the tourism industry

Let's face it, we all have downloaded e-books and signed up for webinars at some point, but we haven't really read or attended them, have we? That is because your time is limited.

Although e-books and webinars are high-value, they are hard to consume because most likely, you are busy. Unless an e-book or webinar includes information that you need right away, you will likely save the e-book to read later or file the webinar recording to watch on a rainy day.

What is surprising is that lead magnets for accommodations, tours, and attractions are still not common. Probably, they are not effective, you say. No, it is because they are not effectively used in this industry. 

Examples of excellent lead magnet topics in the tourism industry.

A downloadable PDF of:

  • The best places to eat and drink in your area
  • A walking tour map of your area
  • A short checklist of how to prepare for traveling to your destination
  • A brief document to highlight a local's guide of the best things to do in your area
  • Top tips one need to know before traveling to ____
  • Pre-trip essential information
  • The perfect packing list when traveling to ______

FOR EXAMPLE: 

example visitors guide lis from Orlando

How to Develop Your Topic Most Useful for Your Target Guest

  1. Determine the target guest you want to reach.
  2. Brainstorm ideas on the most valuable content to target guests. For instance, what are the most common concerns or questions these guests ask you?
  3. Do a keyword/phrase search of common searches for your city, country, or attraction type. For example, the best things to do in your city that you can create a shortlist of.
  4. Ask for feedback from guests. This is the best way to know for sure if your lead magnet is something that would be useful to them.

How to Decide on the Format 

You want your lead magnet to be of high value and easy to consume to your potential guests. The goal is simple: for them to download it and use it fast.

A several-paged e-book is only valuable for very specific and highly technical areas (e.g. learning Facebook Ads), but it isn't appropriate for your target guests. Remember, they want it to answer their questions fast and help them with their travel planning. People are overloaded with too much information, make it easy for them.

So the best option? A downloadable PDF with one to three pages only. If you can get the information on one page, the better. 

EXAMPLES:

template examples for value for your guests from checklists to travel guides
email list option: a travel guide ebook of Oman

How to Create Your Lead Magnet

Your sales lead magnet does not need to look pretty. What it contains is more important than how it looks. The goal here is to get the email information of your readers and build your lead generation strategy; it's not about having the best design or spending hours to create something out-of-this-world.

You can make an efficiently designed PDF document in Canva, which is a free design service, upload your logo, and add various design elements (e.g. images that may cost $1-3).

Your lead magnet template can also be a simple Word document with your logo and contact details. You can make a nice cover for it, or just make something simple.  Before sharing it to your website, ensure that it is free of spelling and grammatical errors.

Or you can hire a freelancer to create a simple document or design for you.

Follow these steps to create  your lead magnet:  

  1. Create an opt-in box on your website – This is the advertisement of your lead magnet that shows how readers can download it once they fill in their name and email. This is the start of your email marketing strategy to gain leads to your business.
  2. Make a landing page that your readers can click to download your lead magnet and fill out their name and email in your opt-in box.
  3. Launch your lead generation strategy. To launch, you will need email marketing software like Constant Contact, Aweber, Drip, MailChimp, or ActiveCampaign to collect the emails/names and date them for your future email marketing campaigns.

EXAMPLES:

lead magnet template example for a cruise

A simple opt-in box to advertise your lead magnet 

example lead magnet opt in box for bike trips

It can be simple like this - title, short explanation and fill in the box email

This whole process may seem daunting at first, but trying and experimenting with ways to generate new business is what marketing is all about.

Looking for help with your lead magnet, lead list and email campaign? Get in touch with us and we'll show you how.

For more marketing tips and tactics check them all out here.

image for pinterest - lead magnet template

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Your About Page: The Secret Weapon to Build Trust and Future Sales

Guess what? Your about page is likely in the top 3 of all viewed pages on your website - because travelers want to know about the people behind your business. So why do few travel brands capitalize on it? 

Let’s admit it: who likes to write about themselves anyways? After all, didn’t your mother and everyone you know tell you not to brag and talk about yourself? What about going to a job interview and being asked to summarize who you are and your experience? Where do you start?

For some businesses, this is where an About Us page gets avoided or becomes a summarized resume page – and neither is useful for your business.

You, on the other hand, have a significant competitive advantage ready to be utilized. I promise your About Us page can help your business earn trust. Not only does your About Us page share who you are and what you do, but it can also be an official page to build trust, which is the key to converting readers into buyers of your tourism products and services.

Why Your About Us Page Is a Secret Weapon For Your Tourism Business

1. It has traffic – a lot of traffic. Actually, it is one of the most viewed pages on websites. Whether you run a personal website, blog, or corporate site, this page is essential because it has traffic. The better the copy, the more it will benefit your business.

Think about it: when you are searching for a business that you don’t know about, usually you want to get a sense of what they are about and who the people are behind it; your About Us page is the place to find this information. So please, make it visible.

If you have an About Us page now, and it’s full of corporate fluff and is focused on what you do and your benefits, it isn't going to work for you. So read on and find out how to make it compelling for your business.

2. It helps people EVALUATE you on a different level compared to your Home Page. People want to buy from people they like and share their beliefs.  

3. It serves as a significant component in building trust, and when you build trust, you move potential guests down the funnel – meaning you move them from being lookers to bookers. When you create this page, it sets you up to take advantage of the content for so many aspects of your marketing communications.  

4. It saves you time and effort. Once you create this page, you can use and reuse the copy you developed in your marketing and communications. 

**Please don't make this mistake: some businesses take their About Us page entirely off the website’s top navigation because it is not deemed necessary compared to the other sales-driven pages on their website. Please keep it up there, and I'll explain further.

Your About Us page is about you and your brand through the eyes of your target guests.

A. Your goals for writing your About Us Page

  1. It is written in a way that your target guests can relate to you. 
  2. Perhaps they admire what you are doing, or you have shared values and beliefs, or you have made massive changes in your life to live the way you want on your terms. You want the reaction to be, "Wow, I can relate to that Dorene, she totally gets me."
  3. You write it in a way that conveniently answers the questions they probably have about your business (ie. those that addresses their needs).
  4. Your About Us page uses story-telling to share stories about you. Story-telling is one of the most powerful ways to explain anything. In travel, it is one of the most compelling ways to talk about your services, your business, and the experiences of your guests.
  5. Talk about your purpose in a bit of a different way – it is uber-powerful, too!
  6. It is not written like a resume; rather, it is written like you are talking to a friend you haven't seen for say 15 years and catching up on everything and sharing what you are deeply passionate about. If your About Us page isn't done correctly, it comes off as corporate and useless.

So, as your potential guest reads about you, they are validating if you and your business can help THEM.

B. How to Write Your About Us Page

There are several great learnings here taken from the amazing Marie Forleo in her course, The Copy Cure. These examples are proven and demonstrated by many successful businesses, including ones in the travel industry (see examples below). Please, if you write this super corporate – and say we are so and so the company and we deliver a high-quality experience to our guests blah, blah blah, you are only wasting your time.  

There is a couple of ways you can structure your page

1. BACKSTORY

It can be a backstory about you (or “we’ your company), which leads you to why you started this business. 

The key is that it should be an exciting story that your target guests could be interested in or admire.

You can use an Ah-Ha moment as the way to tell your story. What were some challenges you faced while developing your company? How did this discovery shape what you are today?

For example: If you say you were tired of the corporate world, and you had to get out, so you decided to start bed and breakfast, it won't cut it. However, if you had some major struggles that compelled you to create and do something you are passionate about and believe in – now that is golden!

2. Passion Story/Change Story

This is about how you evolved as a company. There is no shame in admitting that your business has changed, or personally, you, as well as the ideas you’ve adopted, have changed since you began.

When you have a story about your Passion for doing better, being a better human being, helping others, becoming a better person, realizing your business was going this way but you decided to change it – these are admirable traits that are respected by potential guests.

Whatever you choose: hit the Emotions. Remember how we want to connect with feelings here? So, tell your story and the struggles you faced. Explain how you felt and what you did to overcome them.

What Content Should You Include in Your About Us Page

1. The best About Us pages START WITH WHY. Your purpose is an absolute must-have. It can be woven into your story or included upfront. It can be written as a statement, or you can include some additional context like how you do it. You can also write this as a mission statement. Further, you can include whats and hows (e.g. We believe that _______so that ________). The important thing is that it is visible and easy to follow.

2. Who do you serve? Talk about your target guests – their issues and how you help them and try to weave it within your story. 

3. Add a Call to Action at the end. We want to leave them with something to do and to think about. Now, to figure out what your CTA should be, start by asking yourself, why is my potential customer visiting my About Us page? How can I help them get the information and solution they want the most? Perhaps, it’s downloading a free tool or an eBook, joining your email list or Facebook group, or contacting you to learn more about your business.  

4. Your Staff – Highlight your staff and include pictures of you all. You can include a bio or a fun fact about each of them. Better yet, you can interview them and include a phrase like: "why do they love to go to work every morning”.

5. Facts and Credentials – These are optional and can be included if they fit naturally. Here you add in things about your career, your experience in life that led you to create or build your business. It can include awards and credentials, case studies, and testimonials. But be careful not to lead with it; it should be a part of the story, a way to say:

“Hey we created this, this is why, how we do it and by the way, we are getting recognized for our great work.” These additions can back up your credibility. 

Also, include things like the awards and accreditations you received as a travel company. For example: Trip advisor, industry acclamations, and designations and associations (but these play a lower profile).

6. You can also show your personality. It is ok to share a few of your quirky and unusual interests and passion, as long as it's a super minor part of it.

Three Types of Frameworks for Your About Us Page

OPTION #1: The simplistic, story-telling, and preferred structure. Use bold subheads and some simple design elements. The goal here is to lead into your why and who you are. Use pictures to tell the story – show the struggle you had and the solution you took to overcome.   

OPTION#2: The FAQ, frequently asked questions, or a Q and A format. This format is excellent for supplying in all the random things you know people want to know about you and your company. It's also an ingenious way to bypass the writer's block because it is easy for us to answer questions. I've seen some travel brands use this for group tours because there are often so many questions your guest has about the group, the amenities, and locations, that it may be easier to create a bulleted list of information.

OPTION #3: So there's a reason that the 25 things you don't know about me meme were such a big hit. Lists are effortless to write and often entertaining to read as long as they address the needs of your guests, but if they aren’t written well, they tend to feel braggy. This method is not my preferred method, but if you have a quirky brand and can get some copyrighting help, this page could come off as very unique. 

Looking for some inspiration from some great About Us Pages? 

Here are a few pages that are fantastically written and uphold some if not all of the elements we discussed in this article.

Impulse Travel - These guys are clear on their purpose and explain it well, I like the drop down menu of how they break it down and how its easy to read in sections

Taste of Thailand Food Tours  - These guys state their purpose up front and they even include a infographic of their values. 

Pure Trek Canyoning - They state their mission upfront with a video and the owners story - it's well done.

Southwest Airlines -  These guys are the kings of purpose driven companies, which is why their about page is written well, its a big company so its done alot differently and worth looking at. 

Send us a note and let us know how you are getting along with writing your secret weapon - Your About Page?  How did these tips work for you?  You can reach out to us here. 

* note: Resource:  Marie Forleo's Copy Cure course that has been roadtested on many travel brands.

What are your best tips for writing your About Us page? Looking for more help with your marketing? You can find more tips here. 

top secret image - your about page - the key to trust

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Why Branding Affects Everything: Industry Interview

It’s time to hear from Industry professionals whether the marketing strategies. really work in ‘Real Life’ tourism businesses. The topic this week is why branding affects everything in your business. 

We interviewed Rodrigo Atuesta, CEO and managing partner from Impulse Travel about understanding his guests with a buyers persona, in this interview we discuss another topic about branding.

Key takeaways:

-Branding isn’t just your name, tagline or URL

-Your brand and your purpose is inextricably linked to company culture

-Your staff and your partners are internal customers – You talk to them in the same way as your brand would speak to guests.

-Having a strong brand voice and purpose – connects to guests on a much personal level

-Who you are as a brand should be communicated all over your website.  - your brand personality (voice,style, behavior) its not just a tagline, it’s everything including the pictures you use

-Your guests are emotional beings they buy based on their emotions – they buy into our brand emotionally and that includes our company culture

Here is the transcript of our conversation (frankly its much better to watch the video though! ) 

Dorene: Rodrigo, I want to talk to you today about branding and finding your story and just general marketing communications. I know you know I've worked together with your tour company impulse Immersive Travel Experiences. And we spent some time working on your WHY statement and mission statements as well as your brand personality. Just really understanding your voice style and behavior.

And I'd really like to know for the audience what kind of impact this had on your business specifically by actually really understanding your brand really well. What does that do for your business?

Rodrigo:  Well for me it's pretty connected to culture. So, in the way that you understand what you stand for your values and your purpose you have a strong basis for the culture. And the culture is the way that you connect personally to what you're doing everyday and not only you but all the people that work with you. So that's the first thing and it helps a lot for identifying who are the people that you should be working with as a way to work in their recruitment processes and the way that you write job descriptions, to know who is right fit for the culture.

And second, what's very important is that interest of the communication, once you know that your culture is your brand, you understand your culture and what you stand for because you're connected to it in a very personal level so you can understand how to communicate that as a brand. So, it's very important to be efficient in terms of communication and the way you talk to a consumer. The way that you talk the partners and the way also that you connect with the people that are inside the company, so the kind of internal customer. The other important part is that it helps a lot for the website. In our case to let people understand what we stand for because people are not just buying a tour or a service. People are buying a whole ideal or they're supporting a cause or they're being part of a movement. So, if you know how to communicate it, then you are going to see great results in your marketing efforts.

Dorene: That's great. I love how you said there's an internal piece to it. So, with your staff and I love that you guys actually even put a brand manual together of all those things, so, every time you have a new person working there they understand exactly what your brand is what you stand for. What kind of words you use to explain your brand. I love that. And then, to your point the external part. So, do you find that when you've gone through this work about your purpose and what you stand for do your guests care about that?

Rodrigo: Oh yeah, yeah of course they care about that because it doesn't all only connect me and the rest of my team to our work at a personal level, but it also connects our audience to a personal level. So, people buy things based on their emotions and they then look for the actual facts to back up their decisions. So, the culture and the way that the brand is a manifestation of the culture, it connects to people at an emotional level. So, it allows a whole new space of the way they would generate leads and the way we manage leads and the way we manage to reach the relationship we have with our guests.

Dorene And what things did you do on your website that articulate your brand to your consumer.

Rodrigo: It's all over. It's not just a tagline. It's not just the name is not just the motto. it's not only about us. It's also the way, the kind of images we use. It's also the way we write our products. It's also the kind of products that we offer to the market. So it's not only one specific thing but the great thing about the work we did together is that it was the basis for understanding many aspects of the business from product creation to communication to internal management or even recruitment.

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What Is Branding? It Is Not This.

What is branding?  Before we get to this I want to talk to you about a symptom that relates to this. I want to talk to you about a common problem I often see with Tourism businesses. It is when hotel, tour, attraction, event or transport owners and operators: create a name, logo, and URL for their brand and then they assume their communication work is done. 

Branding is a significant component of your communication to your guests and it is so much more than these three things.

  1. Guests aren’t influenced to buy you just by your name or your logo.
  2. And they certainly won’t find you on the internet
  3. They won’t buy your brand if they don’t get you or understand you
  4. Or if they don’t trust that you can meet their needs or problems

 It takes a lot more than a name, logo and a URL to build credibility and authority for a business. And to persuade a guest to book, to remember and recommend a business in the future. So, Branding has a lot of work to do to communicate all this, it needs to go beyond the logo, name, and URL. 

A brand is like a personality - and it is a lot more than how it looks. 

A brand (a tourism business,) must help move guests from consideration to conversion --- which means convincing them that your brand is right for them.  

Does this answer the what is branding comment a little bit better? Do your potential guests understand your brand beyond just a name, logo and a URL?

If this problem resonates with you, we have a great community group of tourism owners, operators and managers. In this group, we discuss and solve tourism marketing problems. We would love you to join us, it’s a free group, and you can join us here at this link -- all you need to do is click on the link provided in the copy.  

Check out more of our common marketing problems here:

Pricing mistakes in the tourism industry

The causes of a wasted advertising budget

Interested in watching more common tourism marketing problems?  You can find all our videos here.

A common tourism marketing problem explained: What is Branding

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