How to Supercharge Your Marketing Without Adding Anyone to Your Payroll

Whilst it can be difficult to hand over the reins to someone else, many of the best leaders, business owners, and entrepreneurs have grown their businesses to amazing levels by delegating and outsourcing as much work as possible. Time management and researching cost effective business solutions, however, can be a fulltime task all on its own. Luckily, there are many options available to business owners today.

Why should you outsource your marketing?

The focus of marketing has gone digital, and to maximise this properly it requires a specialised skill set but your business may not have someone with the know-how to ensure that you can make digital marketing work for you. Even if you can write great blog posts or the office manager knows how to manage social media, that’s probably not the best use of your or their time. Furthermore, when individuals with multiple responsibilities are handling the marketing, when an urgent matter arises in another area of the business, marketing efforts often end up taking a back seat or get abandoned altogether. This stopping and starting of marketing campaigns can sink even the most well-conceived strategies and make it difficult to assess whether a campaign is even working.

What is the best way to outsource your marketing?

Here are a few steps to help determine the best way to outsource your organisation’s marketing:

  • 1
    Honestly assess your company’s marketing needs. It is one thing to have a few marketing campaigns that have stalled or could use some optimisation; it’s another to have no ongoing digital marketing campaign at all. If you need someone to pick up your abandoned marketing efforts and optimise them, you’ll want to look for somebody with experience executing marketing campaigns. If you’ve never marketed your business or brand online, you’ll want to engage a marketing specialist to plot a course and figure out where you should be focusing your efforts. If you’re completely unsure of what marketing projects can potentially be utilised and delegated to a marketing assistant, here is a list of some examples to get you started.
  • 2
    Decide how you will measure success. Every business wants their marketing efforts to positively impact the bottom line, but you need to set intermediate goals that determine whether your marketing campaign is working. These goals also force you to think through how the marketing campaign is going to work, step-by-step. A good way to do this is to work backwards from the end goal and figure out how you are going to get there:
    • Increase Leads: If your business typically only makes sales after a sales call or email contact with a prospective client, this is usually what you want to focus on.
    • Increase web traffic: If you’re trying to increase sales generate from your company’s website, then you will normally want to increase the number of people visiting the site.
    • Increase Conversion Rate: Alternatively, you may have good number visiting your website, but only a small percentage being converted into leads or making a purchase. The focus of your campaign may be to increase the quality of your existing web traffic.
    • Increase Awareness: You might want to increase your web presence. You’ll likely want to track where you rank in online searches for key terms and potentially impressions on social media, blogs, published articles, and other places your or your brand has a web presence. Use these tips to set quantifiable goals for a pre-determined timeline. As the project moves forward, you’ll want to reassess these goals to ensure they still align with your marketing strategy’s overall goal.
  • 3
    Standardise your workflow with your marketing assistant. Working with a virtual assistant, no matter which tasks you have outsourced to them, requires you to invest some time initially to make sure you have workflow procedures in place. This includes deciding on how and when you will communicate with your marketing assistant. You may want to set up a regular weekly or bi-monthly call to touch base on strategy, brainstorming, and potential issues that arise. Communicate how you would like your assistant to contact you. Is email, a phone call, or texting the best way for them to get hold of you? Let your virtual marketing assistant know how you plan on contact them also. Consider how you’d like documents, ideas, contents, data, and other materials shared between you, your marketing assistant and the rest of your team. Make sure that everyone who needs access has it. You’ll also want to develop reporting procedures. Decide how you’d like results reported to you and in which form. Set regular calls to discuss results along the way.              

Outsourcing and delegating work is an investment in your business’ future, and it isn’t just reserved for large businesses. Small businesses, start-ups, and independent entrepreneurs are taking full advantage of it too. Even if your business is your “baby” or a labour of love, letting go of the compulsion to control or oversee every aspect of it will ultimately help you reach your goals.

Marketing Tasks to Delegate to Your Virtual Assistant

Even in today’s digitally focused world business is still principally about personal relationships. Many businesses still rely on word-of-mouth and customer referrals to grow their business. Whilst the need to develop personal relationships is important so also is how people search and evaluate products and services. If people are having difficulties finding you online, then you’re missing out on business opportunities. But building an online presence does require you have to have knowledge of digital marketing activities such as social media, search engine optimisation, online advertising and content creation. Many small business owners don’t have this specialised knowledge and don’t have the time and resource required to build an online presence. Hiring a virtual assistant is a cost-effective and productive way to delegate your business’ marketing so you can focus on managing your company.

Digital Marketing Tasks to Delegate to a Virtual Assistant

•           Blog Management
You probably have a long list of ideas for blog posts, but not the required time to write them. Putting together a proper blog requires research, drafting, finding images to go alongside the blog, editing and more. This is a perfect marketing task to delegate to a virtual assistant who has blogging, writing or content marketing experience. Let your VA know what kind of content you would like them to assist you with and the timeline you need. In the beginning, as you build the relationship you will want to be involved and to review the content before it is published, but eventually, they may be able to let them take over this task completely. You can also work with your VA to draft and submit guest blogs on your behalf to help increase your SEO, visibility, and online reputation.

•           Social Media
As a small business, being on social media is incredibly important. But productive and beneficial social media use requires regular and relevant posts and interactions, which many business owners don’t have time to do themselves. Instead of trying to squeeze in a bit of social media when time allows, turn to a virtual assistant for help. Give your VA access to all your current social media platforms and determine a posting schedule for each platform. Provide your VA with the information of who your ideal customer is and let them know the style of content you’d like to see posted. Use scheduling software such as Hootsuite to set up drip campaigns. Make sure you VA also links back to your blog posts and any guest blogs you have done for additional visibility.

•           Search Engine Optimisation
It has been quoted that “the best place to hide a dead body is on page 2 of Google”. This concept is absolutely true. If your business cannot be found by Googling key terms, you might as well not exist. With all the competition for valuable Google real estate, it can be difficult to get your site ranked anywhere near the top. A critical way to make your website searchable and rank higher is with search engine optimisation. Given the complex nature and constantly changing nature of Google’s search algorithm, utilising the knowledge of a virtual assistant with SEO skills is of critical importance.

•           Email Campaigns

You know that you should be building an email database and reaching out to them with regular email newsletters, but it is just another task on your ever-growing to-do list. Your VA can take over this task for you. Share the lists you have begun building and have your VA manage them for you. Your virtual assistant can also create newsletters, marketing emails, call to action buttons, and landing pages for other email campaigns. Most importantly, they can track the numbers and report them for all your campaigns.

Marketing is a fundamental component for companies small and large, old and new. Because it is so important it can often feel stressful to find time to do what needs to be done in what is already a busy workday, but it is also scary to hand over the reins to someone else. However, if you select the right virtual assistant, the process of successfully integrating a VA into your small business operations will be far less painful and difficult than you might think, and additionally, you will reap some serious productivity time management and financial benefits to not only you personally but to your business overall.

Content Marketing for Small Business

We’ve all heard the term ‘content is king’. We can see this in the digital space with such platforms as Netflix and Amazon (as well as others) starting to create original program content only available on their channels to drive viewers to their offerings. But this approach also holds true for small business also. Small businesses can do the same thing with their blogs, videos, eBooks, social media posts and infographics to capture the attention to clients and new potential customers.

If you’re relatively new to introducing new marketing tactics to your small business and aren’t really sure where to start then grab a copy of our GUIDE to help you with the steps require to get the creative juices flowing and to guide you in the right direction without having to spend hours on the task.

Why is content marketing important to small business?

Including content marketing in your marketing strategy provides you with a relatively inexpensive way to engage with your potential clients and maintain a relationship with current clients. By providing your knowledge for free (or in return for your contact information) you are instantly generating value before the client makes a purchase. Because posting content online and indexing it in a search engine is virtually costless, the potential return on investment (ROI) for content marketing is high. Content marketing can not only help to engage new customers but also nurture the relationship with existing customers. Additionally, it can be an important component to essential word-of-mouth marketing by encouraging sharing, liking and commenting on social media which all contribute to increasing your audience and viewers.

Steps for creating killer content

  1. Who are your customers and what do they need? Know who your target audience is. Check out your data and analyse it to support who you think your audience is. If you have a client list go through it regularly to re-affirm who your actual audience is compared to who you think they are and also to detect any shifts in your client base. If you are in the start-up phase then talk to your prospective clients to find out what their biggest challenges are and then figure out how you can solve these for them. What kind of information would be most useful to them? This will help you to plan your content marketing topics as well as the platform(s) on which to deliver them to create the greatest amount of awareness.
  2. Set your goals:  Each piece of content that you create must be done so to meet a specific goal. Do you want to attract new customers? Do you want to increase sales from your existing customer base? Do you have a new product that you are wanting to test the market demand for? Content creation for your existing clients takes a different approach to the content that you create for prospective clients who are unfamiliar with what you can offer them. Content focused on how to use the great product you offer may increase that particular product but will not most likely drive sales of your other offerings. Establish yourself some key performance indicators (KPIs) that are in line with your goals. If you are looking to attract new customers, then track contract forms received or calls from prospects. If you’re looking to increase sales, then track the number of purchasers who made a purchase after viewing your content
  3. Create quality content in a form that your audience prefers: When preparing your content think quality not quantity. It might be tempting to go into mass production mode by getting out as many blogs or videos as possible to increase your reach, but no one wants to read or see poor quality content. If just won’t result in the type of attention or engagement that you ultimately want to achieve. You want content that people will want to consume and share. Take the time you need to make sure you get the results you want. Consider a variety of formats when creating your content. Your ideal customer may prefer to read a blog post rather than watch a video. Others prefer to listen to a podcast during their commute.
  4. Regularly release content and track resultsWhilst you can gain a considerable reach from a single successful piece of content, for optimum results, you will want to create valuable content on a consistent basis that has your community returning to your site or social media platform. Create a content marketing or editorial calendar and process to ensure timely creation and publication. Track your analytics to see what content the best result in terms of the KPIs has that you have set yourself. If you don’t have an idea for data or the time to be consistently creating content, then you can always hire a virtual marketing professional to do these tasks for you.
  5. Recycle successful content: Don’t be afraid to re-purpose your existing content. If a particular post did really well then use it again! Recycle a successful blog post as an infographic or take a video and turn it into a downloadable eBook. You can even utilise your existing content in your email newsletter or perhaps a brochure.

Do you need some inspiration with your content marketing then download our free content marketing guide by clicking here.

Google My Business: Helping You Find Customers by Helping Them Find You

One of the most challenging hurdles for many small businesses and start-ups is increasing visibility and getting found by new customers. Being present and consistent on social media is an ideal place to start but it won’t necessarily guarantee the leads and ensure that people can find you when they perform online searches. This is where Google can help you out. The widely used search engine – in addition to Google AdWords and Google Analytics – now provides a free one-stop-shop for businesses to select, monitor, approve and alter the information that appears across Google about your business.

What is it?

If your business serves customers in a particular location or within a designated service area, Google My Business can help you be found online. It allows you as a business owner to manage your online presence across Google’s many web functions, including Maps and Search.

Why use digital tactics to target a local audience?

The fact that your business relies on local customers does not mean that you don’t need an online presence. We are constantly hearing about instances of consumers relying more and more on the internet to get referrals about where to shop. One study discovered that online reviews influenced 90% of the consumers surveyed. Yet many businesses still don’t have any significant presence online. The 2018 Telstra Small Business Intelligence report revealed that only 50% of small businesses have their own website.

How Google My Business Helps You Attract New Customers

  1. Manage your information: When potential customers search for businesses online, it is often to find the website, reviews, or business information. If these users can’t easily access your business’ hours, street address, or phone number, they’ll likely move on to another business. Google My Business allows you to input and verify all this information to ensure it is accurate up-to-date and easy to find. You can provide your business name, address, phone number, logo, pictures, hours of opening, and even such information as popular times of business.
  2. Interact with customers: Google My Business allows you to read and respond to customer reviews, post photos related to your business, and gather information about how users are interacting with your business online. All of this information appears in the sidebar when a user googles you. According to Google, a business with an online presence that includes relevant and current content like photos helps businesses receive 42% more requests for directions on Google Maps and 35% more clicks to their websites. Visitors often use photos as an opportunity to find out more about your business values as well as to find out about the products or services you have on offer.
  3. Collect and analyse data: Knowing your numbers is incredibly important for any business and Google Analytics is a key tool to help with this. Google My Business allows you to gather insights by tracking impressions, clicks, and other key metrics in relation to your business’s online presence. These insights can give you a better idea of who is searching for your business online and how they navigate your online presence so you can better tailor your marketing. You can gain a better understanding how users interact with your business online by seeing how customers found your listing, where they find you on Google, what actions they took when they came across your listing, the number of phone calls placed, driving directions requests, and which photos they looked at.

Promoting your business to the world used to be the path to take but these days more business owners are realising the importance of attracting and sustaining businesses locally as well, particularly for those with bricks and mortar stores. Local marketing has become more than just handing out flyers, advertising in the local papers or on the local radio station. By using Google it allows your local customers to find you easier online which is as critical to your marketing strategy as ensuring that you are hanging out your “open” sign or that you are situated in the right location for your ideal customer.

Outsourcing vs. Offshoring: The Benefits of Australian-based Virtual Assistants

As more businesses start to take advantage of such tools as cloud computing, file sharing, and the range of communications platforms available such as Skype, Zoom and Slack, the ability to seamlessly integrate virtual workers with onsite employees has become so much easier and more the norm. Having a virtual team has also led to an increase in outsourcing of many functions, including such areas as marketing and administration to third parties like freelancers and virtual assistants. But although this is being embraced confusion still reigns between the terms outsourcing and offshoring. Although is some areas an overlap does exist, the two really are distinctly different.

Outsourcing vs offshoring

Outsourcing is defined as the act of moving an internal function to a third-party vendor or individual. Whereas offshoring is moving operations to an entirely different geographic location, most often with much lower labour costs, like India or the Philippines.

For certain basic tasks, like pure data entry, offshoring may be the best option. But thinking about outsourcing in this way limits the possibilities and return that a business can make on using a virtual workforce. Instead, businesses should think more outside the square and consider outsourcing complex and operationally important processes. Even at a what can appear to be a higher cost, the returns are greater, making outsourcing truly transformational for business rather than just a time-saving option.

Think bigger

When thinking about what you can outsource, it’s natural that you gravitate towards the routine administration type tasks that seem to take up the most of your time. But you should also be looking at the operationally significant areas of your business that require skills and sound judgement. If you are currently experiencing growth, you may have areas of your business or team members that are drowning in work. Get them help! Examples might include getting your marketing team assistance executing content marketing or email marketing campaigns.

Similarly, you’ll want to outsource those projects for which you don’t have the required skills for in-house. If you have an overstretched CEO moonlighting as the marketing manager bring in extra help to get this under control and allow your in-house staff more time and flexibility to complete the work that is required of them.

Get somebody qualified

Those projects which require specialist knowledge and collaboration can be done by virtual assistants (just not any old virtual assistant or the cheapest VA option).

One advantage of hiring a virtual assistant with specialised knowledge and experience in a field like marketing is that the virtual assistant doesn’t need additional training. Additionally, by outsourcing it allows your business to access a much larger talent pool by not being limited to the smaller, local selection of available skilled workers.

Buy Australian

When you’re thinking about outsourcing, it’s a mistake to not consider Australian based virtual assistants. Utilising an Australian based VA provides important advantages over offshoring.

  1. Real-time collaboration: Working with an Australian-based virtual assistant allow for real-time collaboration during the business day. You can discuss changes to documents, troubleshoot issues, and work on changes to workflow in order to increase efficiencies. Have a quick question? Shoot your VA a text or ping them on Slack. Need to hop on Skype or Zoom to demonstrate how to perform a task? Your VA is available to watch, learn, and follow up with you in real time.
  2. Security and benefits of Australian laws: Data security, particularly the security of your personal information, is one of the most important things to consider when looking to engage a virtual assistant. If your virtual assistant is based in Australia, they are bound by privacy laws in addition to any contracts, non-disclosure agreements, and any other legal paperwork related to the terms of your working relationship which means your work organisation, and private information is protected. VAs working in other countries may not be bound by the same laws and the legal regimes of the countries they operate in may be weak and ineffective.
  3. Knowing the landscape: A natural understanding of Australian culture can be a distinct advantage in marketing to an Australian audience. Your VA needs not only a mastery of the English language and a knowledge of Australian colloquialisms but knowledge of cultural touchstones and current events.

Conclusion

There are many ways outsourcing work can provide extra assistance to your business and whilst it certainly makes sense to outsource basic, administrative work – making the decision to outsource entire areas of operational responsibility can help your business expand and flourish with the right virtual assistant. Australian based outsourcing allows you to collaborate with a skilled professional who can manage significant projects and free up internal resources, allowing you to grow your business and achieve your goals sooner.

Do you want to find out more about hiring a marketing VA then download a copy of our FREE guide today!

Work – Work Balance: Avoiding Stress as a Small Business Owner

Stress management is probably one of the most important yet least talked about topics in the small business arena. It often feels that you need to just put up with it as stress just comes part in parcel with being an entrepreneur. If the business is booming, you experience stress from all the orders you are receiving, dealing with the clients, and getting the funding that you need to expand. Alternatively, if the business is slow, you are stressing about whether or not your company will recover and how you pay your bills. But stress is not the inevitable lot for the small business owner. The trick is to try to stay in the middle ground of avoiding the 16-hour days whilst still maintaining a steady revenue stream.

During busy periods, the feeling can be that there aren’t enough hours in the day to get everything done that you need to. If you are feeling this way, then you are probably taking on too much yourself. Part of the key to growing your business is sharing responsibilities and delegating work to others. Even something as simple as handing over your company bookkeeping or scheduling to an Executive Assistant is one less thing you have to think about, so you can focus on the big picture of running your business. What if there is only you? Then consider hiring a virtual assistant. The time you invest in delegating projects, so you can focus on steering the company will pay off much faster than you might think.

Most businesses though don’t experience relentless unending growth. Sooner or later, your business will hit a slower period, whether it is due to a seasonal or derives from a situation beyond your control. Small business owners naturally get stressed if they are experiencing a decline in business or customers. Utilise this downtime and turn it into an opportunity to work on the many projects that you’ve put on hold during the busier months. This may be an ideal time to put together some blog articles or review your marketing material or give your website a refresh. Reconnect with existing or past customers by reaching out to them with a thank you card or sending an email marketing campaign advertising sales or new offerings. Follow up with those leads that may have seemed promising but didn’t come to anything at the time. Attend events to network and reconnect with others in your industry. If you don’t have a clear idea of what to do to generate more business, it may be time to revisit your marketing strategy to figure out if you are targeting and attracting the right customers to your business.


Nothing can eliminate the anxiety associated with entrepreneurship out of the life of the small business owner but that is part of the challenge of why we do what we do. By its nature, entrepreneurship has its associated risks and all small business owners learn how to embrace it and take on the rollercoaster. However, learning how to be resilient and pull yourself back from the two extremes of over and under work, will ensure that you are able to weather the storm.

Business Leads

5 Ways a Virtual Assistant Can Help You Generate Solid Business Leads

Generating profitable business leads is time-consuming work. From collecting data to verifying contact information, creating a solid database consisting of people who are genuinely interested in purchasing your goods and services requires patience and experience. So when hiring a VA to help you increase your flow of business leads, it's important to find a person with brilliant people skills and extensive Internet research experience.

Common Business Lead Generation Tasks

Chances are, you utilise various methods for gathering business leads already - from online surveys and direct mail, to website landing pages and social media management, and you know full well that handling every aspect of lead generation can easily be a full-time job in itself. So instead of trying to manage all of these tasks yourself, why not hire a VA to do most of the leg work for you?

An experienced VA can manage your email lists, respond to comments and queries on your social media pages, create marketing materials and send them out, and contact prospective clients and customers directly by email and / or phone.

To make business lead generation even easier for your VA, create a list of specific tasks with deadlines or timelines. For example, dedicate three days per month to planning and development. Ask your VA to monitor social media and other online content daily to ensure a quick response. Send email correspondence once a week. Creating a well defined lead generation schedule helps you and your VA maintain a positive relationship with new and existing clients / customers, now and into the future.

Research New Leads

What's the point of having a hundred new leads if most of them don't result in new business? Before spending time and money courting potential clients and customers, ask your VA to conduct online research to determine how interested they are in potentially purchasing goods and services.

Knowing more about a lead - such as the industry or company they work for, rank within a company and known business associates can usually tell you if the lead is worth pursuing, or not.

Build a Contact Database

To make regular contact with clients and customers as easy as possible, ask your VA to build a lead contact database complete with full names, phone numbers, email addresses, business websites and even physical business addresses. Your VA can do the same with your email lists, which can be great for sending mass emails in a more personalised way.

As additional leads come in, your VA can simply update these databases. Your VA can also go through the database periodically to delete or update contact information, as necessary.

Create Marketing Materials

In addition to following up on leads the come from your website, social media pages or from face-to-face meetings and other interactions, your VA can also help create marketing materials, edit journal articles, post blog entries, and update webpages to generate interest in your business.

Depending on the specific skills and experience your VA has, they may even be able to design webpages or graphics, create business apps and offer suggestions for other ways to generate leads.

Maintain Regular Contact with Your Leads

It's important to maintain regular contact with viable leads so your business remains at the forefront of their thoughts whenever actively considering your area of expertise. Create a quarterly marketing and communication plan for your VA to follow so you can keep these valuable business relationships intact. A combination of email, phone and direct mail marketing on a quarterly basis is typically more than enough to keep new and existing clients and customers aware of your business.

For most online businesses though, a sequential "stacking" or "stacked" email loyalty campaign along with monthly newsletters and more random personal / promotional emails does the job of maintaining a close connection with your leads quite well too, and once again a VA with the right skills can set this all up for you.

Are you looking for a sustainable source of leads for your business - and not just any leads, but qualified leads that come from carefully tended, personal interactions? If so, hiring an experienced "lead generation" marketing virtual assistant might very well be the perfect fit for your business. Contact us today to arrange a free discovery session to find out more about how a marketing VA can help you maximise your business!

5 Reasons Your Tourism Business Should Be Using ‘Google My Business’

Almost 70% of online searches are made via Google. Google My Business allows the physical location of your business to be found on Google Maps which lets your customers locate your more easily. It is the new Yellow pages with the addition of your exact address and location being provided via Google Maps. If you customers are searching for you on a mobile device they can received turn-by-turn directions to your door via Google Maps.

1. Get more traffic for free

Who doesn’t want free advertising for their tourism business? That is what you are getting with Google My Business. You need to take advantage of every advertising opportunity that you can and there is nothing better than being able to advertise to customers in your area for no charge. Additionally, it can drive traffic to your website.

2. Track leads

You can find out how your customers found your tourism business and what they searched for online.

3. Share photos

You can create a virtual tour online to showcase your tourism business. According to Google’s data, “businesses that added photos to their listings received 42% more requests for driving directions on Google Maps and 35% more clicks through to their websites.”

4. Analyse phone call data

With custom insights, you can even keep track of how many calls you’ve received. Because the contact number is clickable it can record what has dialled you from your listing

5. Beat scammers

Is your business name similar to another one? Because you have to verify your tourism brand it means that you don’t have to worry about customers being confused.

How to sign up and have your tourism business listed on Google My Business

To start, you need to have an account with Google and if you don’t already have one you will need to set one up. Once you are all setup to go to google.com/business. You will be asked to agree to some terms and conditions from Google and then be taken to a form for you to complete with details of your tourism business such as name, phone number and category. To confirm that you really do exist you will need to verify your tourism business, this can be done via phone, text or post. Until you have verified your tourism business no information will be displayed to protect against scammers.

Tips for How to Properly Use Google My Business

Once you have completed the sign up and verification process here are a few tips to maximise your listing:

Use keywords

One of the most important steps is the completion of the keywords and category section. Include a description of your tourism business that is appealing and accurately describes what you offer your customers.

Utilise images and videos

Your Google My Business listing can include up to 10 images and five videos for no charge. Remember that this is free advertising so make the most of it! Include not only internal images but those of the outside or key landmarks so when your customers are trying to find you that know what to look for.

Create a Google My Business Page for each of your locations

If you have multiple locations for your tourism business then you need to create a different listing for each location with its specific address, contact details and images.

Encourage customer reviews

Make sure that your satisfied customers tell everyone else about you by leaving a review and rating their experience. Remember that a better rating will attract more customers in a big way, it is almost a guarantee for tourism businesses. Always make sure that these are genuine reviews otherwise they will do more harm than good. If Google suspects that they aren’t authentic or they suspect that you are simply soliciting reviews for a higher rating then if could have the opposite desired effect and actually push your rating down rather than up.

Whilst Google My Business is not as ‘flashy’ as some of the other social media options available is an essential tool for your tourism business. Making life easier for your current and potential customers by ensuring that your business can be easily found is a vital part of your marketing strategy.

Do you have any questions or need some help setting up your Google My Business page? Contact us today we are here to help you achieve success with your tourism business.

Tourism marketing

What Prevents You From Improving Your Digital Presence?

Whenever I ask a tourism operator this question the resounding response is “I simply don’t have the time.” 

So how do you make time and how can we assist to make things easier for you?

I want to help you out by sharing the 7 key tips that I have found really helpful.

Tip 1: Make a Plan

Spend the time planning your digital marketing strategy. A well-developed plan can steer you in the right direction and help you identify and achieve your digital objectives. Never underestimate the power of taking the time to build a solid foundation as a well thought out plan will ensure that you are catering to the needs of your target audience and you are tapping into the hidden desires that they forgot even existed. Planning is a skill that no tourism marketer can afford to ignore but so often we leap ahead. 

A well-crafted content calendar can be a huge reliever of the stress associated with your digital presence. You can see what days you have you have to create content on, how many times you have to post (and exactly here), the topic, you budget allocated to the promotion and the key message of the campaign you are focusing on. But most importantly, you can see why you are taking the actions as you have developed the plan based on your ideal customer.

Tip 2: Analyse, Fix & Go Again

Yes you need to make a plan but never be afraid to ‘tweak’ it or veer from it. So you ask – first we have to make the plan and then we need to change it? Yes, the plan is always a work on progress and if it’s not working them you will need to give it some tweaks.

Analysing and reporting on the success of your digital campaigns regularly will allow you to check what is working and what’s not. This is one if the key features of digital marketing in comparison to print based marketing. If you put an advert in a local magazine you do not have the analysing and reporting options and ability to alter it like you do with digital. By delving in to the analytics you can identify what is not giving you the return on investment and needs to go. Then you can invest your time and investment into the tactics which are meeting your objectives such as generating you bookings.

Tip 3: Use the Right Tools

It’s important to use the right tools to save you both time and also your sanity. Take advantage of automation tools that allow you to make to best use of your time.

If there’s a tool that can ease your work load and budget constraints or increase your productivity then grab it with both hands – you owe it to yourself.

Tip 4: Keep Learning

Have you ever met a digital marketer who isn’t still learning? No, we are all constantly learning and evolving in a world that is moving at what sometimes seems lightning speed. Make sure you stay up-to-date with the tourism marketing trends as staying curious is important.

Tip 5: Self-Motivate

Digital marketing is new and rapidly changing and can often become overwhelming for many tourism operators. Focus on picking just two channels and getting the basics right for them. For example SEO to ensure that can get found on those all important local key searches. Then when that is done perhaps put a plan in place to write two blog posts a month. This is where building that foundation digital plan becomes so important as you know exactly what you need to diary time for.

Tip 6: Seek Help

You are not an island – don’t ever be afraid to ask for help. Building a support network around you so that you have someone to reach out to is important. Seek out the help and support of mentors so that you can ask questions, welcome feedback, to gain knowledge and have the accountability that you may require.

We have developed the DigitalKickstart Facebook group to provide a forum for tourism operators so that you have a place to ask questions, share their knowledge, obtain feedback or get that accountability that we need in a supportive environment. We would love you to join us as we grow this group. If you would like to talk to us about how we can help you with your digital presence then please drop us an email and we can organise a time to catch up.

Tip 7: Switch Off

Don’t risk burnout, anxiety and insomnia always recognise the importance of switching off. Every day there are hundreds of thousands of pieces of content published in relation to digital marketing – there is no way that you can read them all so why even try? Arriana Huffington, the founder of the Huffington Post, is one of many key influences who advocate the taking of well-timed breaks from technology.

She suggests implementing such rituals as meditation, mindfulness and switching off your phone at dinner and during holidays to help you relax, unwind and recharge your batteries. You need to do what works best for you and your tourism business but always remember that awaking refreshed and rearing to go each day will help with the creation of your next epic Tweet.

Brand

Developing Your Tourism Brand

The term “brand” has become one of those words that has almost propelled itself into the hallowed halls of business jargon to its ubiquity and, frankly, overuse. If we had a bitcoin for every time we heard the phrase ‘brand’, we’d be internet millionaires. But a more lucrative situation would be if we had a bitcoin for every time we heard a misperception about what branding is, then we could buy the entire internet. It might be easier to start with what a brand ISN’T.

A brand is not:

  • Your logo
  • Your tagline
  • Your product
  • Your sevice

All of these things can be expressions of your brand but they are not your brand.

Here’s the simplest way we here at Kreative Social Media define brand: Branding is about the promise of a distinct, memorable experience. It’s about creating an expectation and delivering it consistently every time anyone comes in contact with your brand whether it’s the way you answer the phone, how your website functions, your customer service process, how your tourism office/accommodation looks or how your service/product performs. It’s how you make your customers feel about themselves and their decisions when they are interacting with your brand. It’s why they stay at hotel A vs hotel B even if the price or product might not be that much different.

Developing a strong, authentic brand and delivering it consistently is the foundation upon which every successful tourism business is built and gives you a major edge in what is an increasingly competitive market.

Your promise to your customer

A brand is a collection of thoughts and feelings about our experience with it. They are intangible as you can only feel them rather than the tangible which you can see, hear, touch, taste or smell. Brand is your promise to your customer. It tells them what they can expect when interacting with your tourism business and it differentiates you from your competitors. You brand is developed from who you are, who you want to be, and who people perceive you to be.

How do you get your brand inside people’s heads?

You get your tourism brand inside the head of your potential and current customers by exposing them to messages about your brand and also through the actual experiences they have with your brand. Experiences refer to all moments when they come in contact with your brand. Every single member of your tourism business team contributes to shaping their experience with your brand. Therefore, marketing is a function of all members of the organisation and not just an individual team member. A brand will not be strong and a tourism business will not be able to deliver on its branding promise unless the entire business from top to bottom understands and embraces the brand.

What makes a strong tourism brand?

Every strong tourism brand stands for something; one single differentiating attribute which can be termed the “brand essence”. This is the one single intangible attribute that differentiates your brand from your competitors.

Branding distinguishes your tourism business from its competitors and builds a preference with your customers. Having consistent strategic branding will lead to strong brand equity which will result in the “added value” brought to your businesses products and services meaning that you will be able to charge more for your brand than what identical, unbranded businesses can command.

Finding and clearly defining your “brand essence” is very much a journey of self-discovery which can be started by answering the following questions:

  • What is the mission of your tourism business?
  • What are the benefits and features of your products/services?
  • What do current and prospective customers already think of your tourism business?
  • What qualities do you want them to associate with your tourism business?

So now you are well on the way to defining your brand, but how do you tell everyone about it. Here are a few simple tips to get you started:

  • Get a great logo and place it everywhere!
  • Write down your key messages about your brand and make sure that every single member of your team is aware of your brand attributes
  • Integrate your brand into all aspects of your tourism business. From how your answer your phone, your uniforms, your email signatures – everything!
  • Create a “voice” for your tourism business that reflects your brand. This voice should be applied to all written communication and in all visual imagery. Is your brand friendly? Then be more conversational. Is it a premium product? Be more formal. I hope you get the idea
  • Develop a tagline by writing a memorable meaningful and concise statement that captures the true essence of your tourism business
  • Design templates and create brand standards for marketing materials. This ensures that you use that same colour scheme, logo placement and look and feel throughout all communication. Consistency is the key here!
  • Always be true to your brand as customers won’t return or tell others about your business in the way you want them to if you don’t deliver on your promise.

Hopefully this has been helpful in simplifying the concept and getting you started in defining or refining your tourism business brand. Always remember that we are here to help so just drop us an email if you have any questions about branding or any marketing for your tourism business.