Category Archives for Social Media

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.

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.

10 Tips to Create a Strong Social Media Content Strategy for your Tourism Business

Do you want to create awesome content that makes an impact? It isn’t always easy to create the buzz you are looking for.

In this post, I will share with you my top 10 tips to that will help you create a social media content strategy that resonates with your customers.

#1 Develop your content strategy so that it is aligned with your tourism businesses social media goals.

Determine what your businesses goals are so that when you develop your content strategy you can align your end goal with best metric to determine the achievement of the goal.

  • If you are wanting to generate traffic to your website, then you need to measure the unique visitors from your social media platforms where you have been running your social media marketing campaigns.
  • If you are wanting to build up your followers, then you need to measure your email subscribers and your followers on your social media platforms.
  • If you are wanting to increase the engagement on your social media platforms then you need to measure the quantity and type of comments being made, the likes to your posts and the shares of your posts.
  • If revenue generation is your main focus then you need to monitor the exact dollar value of every lead generated via your website and social media platform posts.

Always keep these goals in mind when developing your social media content.

#2 Approach your content strategy with a big-brand mind-set

If you are a small tourism business, then approach it like the big businesses do:

  • Find out where your customers go and talk
  • Create content that your customers want to talk about
  • Use social media to listen to your customers
  • Engage your social media followers by giving them a incentive to follow your brand

#3 Outsource content development as required

Can your tourism business keep up-to-date with all the tasks associated with maintaining a presence on social media eg developing and sharing awesome content and responding to customers comments.

Steps that you can take as a business to ensure a successful social media campaign include:

  • Decide what you want to achieve
  • Don’t spread yourself too thin
  • Keep some social media in-house
  • Outsource some social media to a marketing assistant who understands the unique requirements of social media for the tourism industry and can apply that knowledge across the platforms you require

How many hours a week does it realistically take for your tourism business to maintain a presence on social media? Don’t let the shortage of your internal business resources stop you from achieving your online marketing goals. Outsource your marketing to maximise every opportunity to achieve your goals.

#4 Engage in real interactions

The usage of auto posting tools are beneficial to ensure consistency of posting but you must also engage with your customers. Through having conversations, you will achieve better results and add more value to your social media. By not just posting and forgetting but by being available to your customers in real time it will mean that you can have more meaningful interactions.

#5 Keep up to date with changes on social media platforms

History has clearly shown us that change is inevitable on social media platforms. You only need to search Google for “Facebook changes” to see the large number of results for a range of topics.

You can keep up to date with Facebook changes by:

  • Following Facebook for regular updates
  • Following key social media and tech experts updates
  • Set up a Google alert for Facebook updates

No one wants to be surprised by a change that they didn’t know about so they couldn’t be prepared. Keep up to date with the developments so that you don’t miss out.

#6 Use hashtags to help your customers find your content

Hashtags have become important to how we communicate online.

They can be used in several ways:

  • As a promotion tool – they allow you to track promotional activity across social platforms
  • A great social media conversation starter
  • For targeting – rather than people having to do a general search on the web, hashtags can be used to engage people in specific conversations that are relevant to them. This can result in the sharing of a positive experience they’ve had with your business.
  • Innovation – you are only limited by your own creativity in regards to their usage

#7 Ensure your website is mobile friendly

It seems that we are visiting websites more from our mobiles devices today than any other way. But there is nothing more frustrating than opening a page that isn’t mobile friendly and having to try and navigate it to find the information we are wanting.

To make your website more mobile-friendly:

  • Keep your page’s simple
  • Ensure that it is compatible to multiple devices and browsers

#8 Network in all the right places

When determining who, your ideal customer is you must always research the social media platforms that they frequent.

#9 Present your human side

Including photos of your team is great social media content to share. It helps to show your customers the people behind the business and helps to build a relationship with your online community. Always remember that your team are your biggest raving fans so don’t forget to include them in your social media strategy as they can often be the providers of some awesome content.

#10 Be consistent with your branding across all platforms

Make sure you have a consistent brand identity across all platforms. This includes such items as being consistent with your colours, fonts, image styles and logos.

If you are unsure if you are demonstrating a consistent brand experience, then take a look at all your marketing side-by-side and see if there are any changes that you could make so that they will look like a set rather than individual items.

If you would like to find out more about creating awesome social media content for your tourism business, then download our free guide.