The natural reaction during a crisis like this is to back down on all marketing investments while waiting to see how and when the situation is going to get better. While this may produce small savings in the short term, it will have negative impacts in the long run and may delay the return to success when businesses recover again.
This article is focused on tourism, but if we change a few words it can be adapted for another industry. Being such a sensitive subject, we will use more technical terms. If any doubts, you can always send an email to firstname.lastname@example.org and we will be happy to answer. That said, let’s get down to business!
See how some marketing implementations can help fight the crisis.
People still hope to travel within a few months, so direct booking must continue to be the main focus to attract customers. OTAs continue to make bids on hotel brands
Remember that PPC (Pay-Per-Click) ads are only shown when there are relevant searches, so it makes perfect sense to -at least- protect your brand. So if you are the marketing manager of a hotel and stop your online advertising you will be losing your direct bookings which, consequently, have a lower cost than through an OTA. Do not let this happen!
Another advantage of continuous PPC ads is that their text can be updated instantly, allowing you to easily change your message to customers when they search for your brand. You can highlight your action plan during these crises, an advance purchase offer, cancellation policies, etc… thus, making it clear for the guests that they can confidently book for the future.
Under these circumstances, this is our advice:
Learn more about how to increase your conversion rate on this quick guide on Google Ads
With or without PPC campaigns, investing time in an SEO strategy will have benefits in the short and long term. We will put ourselves as an example: we took this opportunity to improve the site and “polish” all the new pages to be sure that they were ready for SEO!
Simple implementations, such as updating or improving the metatags and titles of your home page, allow you to create a specific message for users who are looking for your brand or your services.
Even though these optimizations are not as quickly seen as PPC advertisements, they will run reasonably quickly and will allow you to keep your customers up to date.
Check our quick guide to learn how SEO works
Create an email list for leisure travelers, business travelers and group travelers who have canceled reservations. When this post COVID-19 situations begin to improve, send an email asking those guests to reschedule, then pulling out perks or a welcome courtesy.
It is also important to stay connected with your regular customers during this time. Consider partnering with a relevant cause or charity institution and email some customers suggesting donating something in exchange for benefits and rewards at your hotel that can be used for a future stay. Now more than ever, supporting charities is critical worldwide.
Stay connected to your followers with the most varied content that is related to your business.
Data Marketing is the strategy of using customer information to create perfect, segmented audiences, with the nuance of directing your messages in a creative and direct way to the right person. How cool is that?
The increasing quantity and quality of data collected through marketing has been followed by an explosive growth in technologies for production and automation. The final decision is based on data and gives answers to the questions such as whom, when, where, and what is the message, making these responses actionable.
The tourism sector and tourism companies can benefit from data in several ways. Identify marketing campaigns, the offer of packages adapted to the likely interests of visitors, and the decision to bet on countries where the focus will be on winning customers.
These ideas can be of great help in the decision-making process and improve the functioning of the tourism industry. Participants in the tourism sector can now:
For tourists, data marketing technologies used efficiently can be translated into:
Data marketing can be used, not only as a predictive tool to predict future trends but also in real-time to anticipate and respond to tourists’ needs almost immediately.
Tourism is one of the most affected areas, and it is recovering with confidence. However, Logrise presents a plan so that you can attract more customers to your business in 5 steps:
Check out the main reasons to make a good email marketing strategy to retain customers
The use of this data, usually in an automatic or semi-automatic way, allows a more optimized strategy. This marketing strategy is more personalized and it’s also responsible for having a positive impact on ROI.
There are some low-cost solutions that will help with this. This is where Amplifier comes in. Based on what has been said here, it is a powerful automation tool that uses Data Marketing, assisting you in your daily strategic decisions and retaining your customers by monetizing your digital data.
The points we leave here are some of the possible strategies to implement with our marketing automation software Amplifier. It is an easy-to-use tool for any business based on artificial intelligence that allows you to map the customers that are currently on the site, identify the best products for them and communicate directly to your customers.
What we can expect from the future is that cities and tourism agents will increasingly use data marketing to their advantage. It will revolutionize what cities offer visitors and residents. With initiatives around the world, smart travel is the way of the future for tourism.