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Presentation on content marketing and social media for the travel and tourism industry. This presentation was given at ETOA's showcase.travel/digital event in London on 30th September 2014, by Edward Russell-Johnson, Digital Marketing Manager at Quba.
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Using social media and content marketing to reach new customers
Edward Russell-JohnsonDigital Marketing Manager at Quba
@EdRuJo / @qubadigital
Digital Marketing in Tourism & Travel
What do you want to achieve?
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- Develop brand awareness
- Increase sales
Digital Marketing in Tourism & Travel
General notes on the marketplace
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Lots of large, dominant players online
Broad marketplace (from bargain basement to high value exclusives)
Profitability varies wildly (direct vs. indirect sales)
Four factors will always have an impact on your success...
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1. Google 2. Social Media & Reviews
3. Geo Political / Weather 4. Content Marketing
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1. Google 2. Social Media & Reviews
3. Geo Political / Weather 4. Content Marketing
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1. Google 2. Social Media & Reviews
3. Geo Political / Weather 4. Content Marketing
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1. Google 2. Social Media & Reviews
3. Geo Political / Weather 4. Content Marketing
What is content marketing?
“Content marketing is a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action.”
- Content Marketing Institute
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What is content marketing?
“Content marketing is a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action.”
- Content Marketing Institute
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Source: Smart Insights
Where does social media fit in?
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More engaged followers
More social sharing
Improved SEO rankings
More sales and enquiries
What the purchase funnel used to look like:
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What the purchase funnel looks like now:
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Global Bike Tours: The Business
Business goal: increase website traffic & tour enquiries
Seasonality: peak visits in spring for holidays in summer
Decision-making factors: biking community, budget, skill level, cultural interest
Global Bike Tours: The Target Persona
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‘Touring Tony’
Single male aged 35 – 45
Income: £40,000 - £60,000
Social channels: Active on Facebook & Twitter
Interests: Motorbikes, European culture & history, good food & wine
Other influences:
Part of local motorbike group‘Likes’ several motorbike pages on Facebook
Global Bike Tours: The Content
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Global Bike Tours: The Results
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244% increase in enquiries during content promotion
Global Bike Tours: The Results
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244% increase in enquiries during content promotion periods
Key Takeaways
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1. Content Marketing takes time
2. It can be more cost-effective than paid ads/bought leads
3. Content must give value to your customers
4. Your industry is perfect for it…
Key Takeaways
21
1. Content Marketing takes time
2. It can be more cost-effective than paid ads/bought leads
3. Content must give value to your customers
4. Your industry is perfect for it…
Key Takeaways
22
1. Content Marketing takes time
2. It can be more cost-effective than paid ads/bought leads
3. Content must give value to your customers
4. Your industry is perfect for it…
Key Takeaways
23
1. Content Marketing takes time
2. It can be more cost-effective than paid ads/bought leads
3. Content must give value to your customers
4. Your industry is perfect for it…
Any Questions?
www.slideshare.net/QubaDM/showcasetraveldigital
@EdRuJo / @qubadigital
