Category Archives for Email and Social Media Marketing

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 ______


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. 


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.


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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6 Effective Ways to Get More Travel Leads

We all want more travel leads, don't we? Sure, you work your butt off improving the SEO on your website, growing on travel review sites, and even collaborating with partners and OTAs. Still, sometimes, those seem to be lacking. That is because there are some other common marketing strategies out there – strategies that are designed to get the attention of travelers and eventually convert them to guests. These strategies are widely used in different industries and are also very useful in tourism. Surprisingly, not every tourism business is using them.
image to show how travel leads online work

6 Practical Ways to Get More Travel Leads

Requiring just a little focus, these common marketing practices can help you get high-quality travel sales leads to your business.

1. Create a Lead Magnet - a useful piece of content for your target guests in exchange for their email

What: Your lead magnet can be a checklist, a short outline of tips or steps, an e-book, or a short video. It should be a useful and valuable piece of information that your guests are looking for to help them with their travels.


  • We live and work in the sharing economy – offer value first, then sell. A lead magnet is one of the best lead generation tips because it allows you to email a potential guest, so you can continue building a relationship with them, moving their purchase journey from awareness to conversion.
  • A lead magnet helps build trust by offering something that meets their needs. It is also one of the first fundamental steps to getting potential guests to know more about you and your business. 

How: *Creating a lead magnet is simple; it doesn't have to be a difficult or tedious project. There are all kinds of lead magnets out there, so make sure it is effective (useful) for your guests and efficient (easy to produce) for you.

*LEARN HERE  How to Create an Effective Lead Magnet for Your Tourism Business with examples.

2. Market Your Lead Magnet on Your Website 

Why: When you add a lead magnet to your website, readers can stumble across it and download it even when they aren't ready to purchase yet. Most likely, these readers are in their research phase. Once you create a lead magnet and use it to generate leads, it becomes a valuable piece of content that you can use in different ways.

How: Add an opt-in box to your website and offer your lead magnet for free in exchange for their email. You can include this on the bottom of every page and every blog post (check your website theme for different options).

3. Start Your Email Marketing Activity Little by Little

What: Create a plan to benefit from these great emails that you have collected (as well your list of past guests, or guests who inquired).

  • Even if you think email marketing is annoying, it is highly effective in building trust over time, not to mention its conversion rates are 40x higher than Facebook and Twitter in converting your target audience to buyers.  It allows the people who reached your website to get to know you and your past guests to remember their trip, leading to them recommending you to their friends and family.   *Check out this study by McKinsey for why its so effective for travel leads online.  I don't recommend you walk away from social media, both email and social play different roles. (and they can work together see below #4)
  • Start slow. I recommend starting with a simple service like Mailchimp (free). Learn how to write welcome emails and regular emails effectively and how you can manage lists. Once you get comfortable with this, you can move into more advanced mailing strategies. Here is a great email marketing resource to start and stay tuned for more posts about email marketing tips on this blog.

4. Use Your Lead Magnet in Your Facebook Ads

a. Facebook Awareness Ads

What: Create a Facebook awareness ad and use your lead magnet as a download. A Facebook awareness ad is just one element in your Facebook Ad funnel; it serves as an introduction to your business. It can be incredibly useful for gaining awareness for your business and acquiring new business leads.

How: Create an awareness ad with a download; this can be used as one part of your funnel to drive travelers from awareness to consideration to purchase. You will need to test and try different titles and ad copy for different audiences to find the right ad that works for them. 

b. Use Facebook Retargeting Ads for those who already visited your website

How: Send Facebook ads to travelers who have previously visited your website. These travelers already have some level of familiarity with or interest in your business, so you have a good chance of winning them back with a retargeting ad. A retargeting ad is a great way to promote your business using an approach different from your previous ads.

5. Use Your Lead Magnet as an Offer with Your Connections and on Social Media 

What: Whether you are sharing a topic you speak about at a networking event or just meeting a new customer, sending someone a link to your lead magnet proves to be beneficial. You can also do this on social media posts (on occasion) to promote value. 

Why: It is a great way to offer value to someone you met as a leave-behind to remember you by.

How: Easy! Just send a link via email

6. Let your guests sell for you!

Ask for reviews!  And ask every guest. Then answer their reviews. 

Why: Great reviews and referrals are the most effective and most efficient way to get new leads. Remember those fantastic guests that said how much they loved your service and will tell everyone? Well, they can through online reviews for all viewers to see.

  • Sign up for review sites like Google My Business and TripAdvisor. Create a profile, ask for reviews, and answer all reviews. Here are our top tips for Creating Your Google My Business Profile and Optimizing Your TripAdvisor Profile.

Are you going to try out these ways to generate more leads? Send us an email here if you need more details on how to get started. Whether you are looking for travel agent leads, travel agency leads, or tours, attractions and activities these strategies can work for you.

Want to learn more about marketing or more lead generation tips?  stay up to date on our latest posts here.  

lead generation image on how to get leads

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