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Should You Use A Blog Or Email Marketing For Your Travel Brand?

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Should You Use A Blog Or Email Marketing For Your Travel Brand?

Less than five years ago, starting a blog was a huge marketing focus in the travel community.

Not only did the SEO bonuses have a lot of appeal, but travel blogging was also an incredibly popular format that promised a large target audience if you found the right niche.

While the majority of travel blogs are still going strong, email marketing has been having a moment in the last few years as well.

With its low cost, high ROI, and simple method of keeping customers engaged, questions have recently surfaced about whether sharing content via email is better than posting it to a blog.

First things first: This isn’t a post comparing the two approaches to crown an overall winner.

Blog content creation and email marketing are two pretty different types of content, and both have their benefits.

However, if you’re a new travel brand wondering which format to focus on, or want to change your marketing strategy by pouring more resources into an approach, it’s definitely worth examining each with several different factors in mind.

This post will help you do just that.

The Benefits Of Blog Content

Blogging is a format that has been around for decades now.

Whether you’re a large travel brand with a blog on your website or a dedicated travel enthusiast running a blog to share your stories, there are plenty of benefits to this kind of content.

The first benefit is more applicable to brands with websites offering a product or service. Having a blog is a brilliant way of driving more traffic to your site and reaching potential customers that may not have been affected by traditional advertising material.

On average, companies with a blog see 55% more website visitors than those who don’t, so there’s massive potential for growing your customer base.

From an SEO perspective, having a blog that you regularly update with new content can do wonders for how well your website ranks on search engines.

Not only can you increase traffic by producing content that targets longtail keywords, but having a blog also helps indexation supports rankings of your commercial pages.

A blog can also be a really useful tool in link building, which again helps to boost your website’s ranking.

Blog content can help establish your brand as a source of authority in your industry. By consistently sharing valuable and engaging insight, you’ll gain a reputation for being a reliable source of information.

This will lead to greater brand awareness and help to grow your customer base.

Finally, when it comes to brand image, blog content is one of the best ways to establish a “voice” and a tone that your audience will recognize.

Regularly sharing new posts on your travel blog that all embody your brand values will help improve recognition and strengthen your image, particularly if this tone is reflected across all your other marketing channels.

The Benefits Of Email Marketing

Email marketing has as many benefits as writing blog content, whether sending regular newsletters, moving potential customers down the buyer funnel, keeping in touch with existing customers, or increasing engagement among your target audience.

More commercial brands tend to use email marketing to promote products and offers, but email marketing is often another channel for sharing content and communicating with customers in the travel industry.

One of the biggest benefits of email marketing is that it’s a pretty low-cost strategy, which is ideal if you’re a relatively small business or a travel blogger working on your own.

You can also run campaigns without too much effort if you’re willing to put in the work at the beginning, making this approach quite simple to carry out even without much experience.

A key benefit often mentioned with email marketing is its impressive return on investment (ROI).

Exact figures will differ depending on your industry and the type of campaign but, on average, brands can make around $36 for every $1 spent on email marketing, which is an impressive statistic.

The nature of email marketing means that recipients of your content have to provide their contact details to join your mailing list, which means that everyone reading your content is already interested in what you share.

This means your audience is much more engaged with your content than any other channel, leading to greater levels of interaction and more successful conversion.

Another benefit is that uninterested recipients can opt out, so you won’t waste time or resources pitching your content to people who won’t engage with it.

Engagement is a general benefit of email marketing, both with existing and potential customers.

When you send out email content, you’re delivering (sometimes personalized) messages right into your audience’s inboxes, which means they’re much more likely to interact with this content than any of your other marketing efforts and will feel closer to your brand because of it.

Sending out regular email content can be very useful for travel brands that want to keep their offering in front of their audience’s minds.

When potential customers decide they want to book a holiday, for example, that brand’s website is where they go first.

Email marketing ensures that you maintain regular contact with your audience and builds up a relationship with this communication that will hopefully lead to customers thinking of your brand independently and increasing conversion rates.

Finally, another of the key benefits of email marketing is that it’s a brilliant channel for distributing personalized content.

80% of consumers have said that they are more likely to make purchases from brands that offer personalized experiences, so tailoring your emails and providing your mailing list with relevant content means that you’re much more likely to grow your audience.

Audience Engagement

Trying to pit email marketing and blog content against one another is unproductive. The two approaches have very different intentions and are often used together as part of a wider marketing strategy.

However, one area of overlap between the two is audience engagement, which provides some interesting points of comparison to investigate.

Engagement is an essential part of customer experience, and good customer experience is the key to a positive brand image, repeat customers, and business growth.

Today’s consumers have more choices than ever regarding their content and the brands they support.

The travel industry is a sector where competition is particularly fierce, so engagement is something that almost every brand strives to improve.

Travel blog content can improve audience engagement if you take the time to craft interesting, emotive, and valuable content that your audience is genuinely excited to read.

Once a reader is on your site, use banners and calls to action to get them to engage with other blog posts and landing pages, establishing your brand more firmly in their mind, and hopefully starting to move down the buyer funnel toward booking.

However, you need to get interested readers arriving on your blog in the first place.

And if they don’t make a purchase or inquiry on their first visit, you need to make a strong enough impression that they’re going to come back to your blog of their own accord and read more of the content on there.

That’s one hell of a challenge.

The state of the world we live in today means that brands aren’t only competing with one another for the attention of potential customers. They’re also competing to fill the limited amount of time that modern consumers have each day to read and engage with new content.

Most people don’t have the time to seek out new things to consume; they want the content to arrive at their fingertips to instantly engage without too much effort.

This is where email marketing comes into its own.

Blogging certainly had its heyday and remains a very valuable channel that isn’t going anywhere soon.

But to catch your customer’s attention while they’re commuting, boiling the kettle, or scrolling before bed, reading an email that is already in their inbox containing a curated selection of stories, ideas, and further reading will be a clear first choice over seeking out a blog post to engage with instead.

Is there still a place for blogs that regularly post long-form content for their audience?

Of course!

But with attention spans dwindling, device separation anxiety growing, and the desire for instant gratification higher than ever, email marketing has plenty going for it that makes it the perfect format for reaching and engaging today’s consumer.

When Should You Create Blog Content?

As outlined at the start of this article, there’s no “winner” when comparing blogging with email marketing.

There are plenty of instances where creating blog content is the best choice in a travel marketing strategy, which we have listed below.

  • You can produce large amounts of content.
  • Your target audience enjoys engaging with long-form, informational content.
  • You are skilled at writing content that keeps the reader engaged, emotionally resonates with them, and helps transport them from the present moment.
  • You already have an established blog with some repeat readers.
  • You are a travel brand that values sharing unique advice and insight as much as you value bookings.
  • You are targeting longtail keyword phrases as part of an SEO strategy.
  • You are looking to increase the amount of traffic coming to your website.
  • You want to establish your brand as a thought leader or reliable source of advice in your sector.

When Should You Create Email Content?

Some factors indicate that creating email content like a newsletter or regular “round up” would be the best approach.

  • You have limited content writing resources which means producing short email newsletters is more manageable.
  • You have a limited budget for building out your marketing strategy.
  • You have a knack for writing shorter, instantly engaging pieces of content.
  • You want to develop a sense of “community” between your customers and build closer relationships with them.
  • You already have a good amount of content on your website that you can share.
  • You are looking for ways to move more potential customers down the buyer funnel.

The Best Way Forward

If possible, the best way forward is to dedicate time to developing both blog content and email content as part of your wider marketing strategy.

Email marketing can take various forms, from automated messages reminding customers what they viewed on a website to more personal messages from brands sharing stories, insight, and advice.

Many brand newsletters include links to the content on their blog, which is a fantastic way to link these two approaches together and encourage more website traffic while also appealing to the customer’s need for instant, easily consumable content.

The best way forward is to combine your approaches and use both blogging and email marketing in an integrated way.

Begin by focusing on creating engaging, evergreen blog content. Once you’ve reached a good stock of content, shift your focus more to email, where you can use that content to build community and engagement more actively.

If you’re an established travel brand it’s likely you already have both of these techniques in your marketing strategy.

In this case, it’s worth considering the impact your email content can have on customer engagement and whether you could adapt the content you send out to improve this while also keeping your blog updated and linking back to these new posts in your emails.

If you’re a new brand developing a marketing strategy, consider the conditions above and decide where you want to focus your efforts depending on your goals and capacity.

As this post has highlighted, both email marketing and blog content creation have their merits. Both are incredibly useful methods that travel businesses can use to establish a recognizable brand image and engage their audience.

Instead of crowning a victor between the two, consider the value that each of these formats has to today’s consumers and adapt your offering accordingly to get the best possible results.

More resources:


Featured Image: ra2 studio/Shutterstock

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8 Facebook Marketing Tips To Revitalize A Boring Page

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8 Facebook Marketing Tips To Revitalize A Boring Page

TikTok and Instagram may be taking their moment to shine, but Facebook is a social media platform your business simply can’t ignore.

Facebook’s monthly active users have continued to rise since its inception, with nearly 3 billion (2.96) monthly active users as of the third quarter of 2022.

It was also the most popular social network worldwide as of January 2022 when ranked by the number of monthly active users.

Knowing a substantial portion of your target audience likely uses Facebook regularly, it’s crucial as social media marketers to keep up with the Facebook marketing tips that can help you grow your business.

Your business is probably already leveraging Facebook to reach your target audience – and if you’re not, you’re missing out on valuable lead and conversion opportunities.

You’ve likely set up a Facebook Page to communicate with current and potential customers, share current updates, and build social proof.

But, is your Facebook Page optimized to engage your target audience? Have you invested ample time into ensuring you’re leveraging every form and field possible?

The good news is, starting from scratch is the most challenging part of getting your Facebook Page off the ground.

Since you’ve already done this, revitalizing your page is the easy part – and we’re here to help streamline the process even further.

This deep dive guide will succinctly outline what it takes to transform your Facebook Page from vapid to vivacious with the following eight marketing tips.

Read on to ensure you maximize the world’s most visited social media platform to your advantage.

1. Beyond The Facebook Page Basics

Your business can be found in many places online, from your Google Business Profile (GBP) to review sites and social platforms.

Potential customers should be able to find accurate information about your business anywhere they can find you. This includes your current physical address, website link, phone number, and more.

In fact, 20% of consumers are unlikely to visit a business with incorrect or missing listing information.

Ensuring all information on your Facebook page is up-to-date is a good place to start.

Next, it’s time for optimizations that go beyond the basics to help your Facebook Page stand out from your competition.

2. Leverage Facebook Pages’ Templates

Facebook offers numerous templates designed to enhance your Page and help customers find what they’re looking for.

There’s a standard template that you’ll most often see when visiting other businesses’ Facebook Pages.

But there are also templates that cater to different types of businesses, such as nonprofit organizations, restaurants, services, retailers, and more.

To find the template most applicable to your brand, once you’re on your Facebook Page, click on the More drop-down menu and select Edit Tabs.

In the template section, click the Edit button.

You’ll then see a list of available templates. Select the template that is most relevant to your business category.

Screenshot from Facebook, December 2022Facebook Page template example

For example, if you’re a service business and you select the service template, you’re able to clearly showcase the services you offer to customers, along with reviews and offers.

3. Use An Attractive Cover Photo

Visual content has the power to capture attention and increase conversions.

According to Google, businesses that add photos to their Business Profiles receive 42% more requests for directions on Google Maps, and 35% more clicks through to their websites than businesses that don’t.

Your cover photo is the first element that will draw people’s attention. It can be the make-or-break point, helping people decide to scroll down to learn more about your business.

Pick a photo that aligns with your branding but captures your audience’s attention.

Use a real photo or an illustration that showcases your brand’s style in terms of colors, mission statement, and values – and be sure to avoid stock imagery.

Stock photos fail to convey a visual representation of your brand and, in turn, can make your brand feel less authentic.

When selecting your cover image, Facebook recommends it:

  • Left aligns with a full bleed and a 16:9 aspect ratio.
  • Must be at least 400 pixels wide and 150 pixels tall.
  • Loads fastest as an sRGB JPG file that’s 851 pixels wide, 315 pixels tall, and less than 100 kilobytes.

4. Choose A Professional Profile Picture

Your profile picture, while not as prominent as your cover photo, appears prominently at the top of your Facebook Page.

It also appears as your avatar on all posts and photos you publish on Facebook (on your page and others).

This photo should represent your brand effectively any time someone sees it.

For most businesses, using your company logo is typically common practice, as customers may already be familiar with it, and associate it with your business.

8 Facebook Marketing Tips To Revitalize A Boring PageScreenshot from Facebook, December 20228 Facebook Marketing Tips To Revitalize A Boring Page

It should be easy for someone to discern which brand they’re engaging with when they see your Facebook Page.

Your profile image displays at 176×176 pixels on your Facebook Page on computers, 196×196 pixels on smartphones, and 36×36 pixels on most feature phones.

Ensure your profile image is clear by following the aforementioned sizing guidelines and using a high-resolution image.

5. Create Content That Resonates With Your Target Audience

Your Facebook Page should be a one-stop shop for your audience.

It’s an opportunity to learn more about your business, read reviews from loyal customers, and consume relevant content.

So, create quality content that resonates with your wider audience.

You may also want to incorporate a mixture of different types of posts – such as video posts when you have impactful customer testimonials to share, or high-quality photos when you’re launching a new product.

No matter the type of content you choose to share, make sure that it is relevant and impactful to your readers. For example, if your wider audience is Gen Z, video content may be the way to go.

When creating content, ask yourself: will this post add value, or am I trying to reach a quota? If your answer is the latter, you may need to revise your Facebook content marketing strategy.

Consider your post timing, too.

In the past, mid-morning posts drove the most engagement, as people often use the app on their commutes to school or work. However, posting during the early morning hours has now taken the lead.

Post timing also varies by industry, so find the best time to reach your customer base.

6. Create An Incentive For Following Your Facebook Page

Deals and discounts play a significant role in consumers’ purchasing decisions.

Nearly three-quarters (74%) of Americans say offers are a top factor when deciding where and what to buy online. Deals are so important that 48% of Americans said they will avoid brands that do not provide offers.

Your Facebook Page enables your business to promote offers for free.

These offers can be:

  • Percentage-off.
  • Dollar-off.
  • Free product or service.
  • Free shipping.
  • Custom offer of your choice.

Create an offer that is unique for your Facebook followers. This incentivizes them to follow you and engage with your posts.

These offers can change and vary. We advise that you keep your offers fresh and switch them periodically to encourage your audience to continue to follow your page.

Facebook marketing tips, creating a new Facebook offer exampleScreenshot from Facebook, December 2022Facebook marketing tips, creating a new Facebook offer example

Respond To Customer Feedback

One of the most fundamental Facebook marketing tips (and digital marketing tips in general) is to respond to all customer feedback whenever possible.

This includes any time customers reach out via Facebook Messenger, during a Facebook Live, when they leave a review on your Facebook Page, or when they reply to your Facebook Stories.

Being proactive with your responses, whether the customer leaves negative or positive feedback, shows your brand cares about its customers.

Your response time matters, too.

According to ReviewTrackers, 53% of customers expect businesses to respond to negative reviews within a week, but 1 in 3 expect a response within 3 days or less.

Ensure you have a reputation management strategy and team in place to triage responses. Set standards and expectations with your team when it comes to reviewing responses.

Creating response templates is a good way to quickly and efficiently respond to customer reviews across multiple platforms.

7. Use Every Character In Your Page’s Description

Your Facebook page allows you 255 characters to describe your business.

Use every character possible to share what you do, what you sell, and why it matters. Use original content relevant to your business when drafting your description.

You’ll also want to add complete information for your:

  • Your business contact details (phone number, address, and email).
  • Business categories.
  • Website.
  • Social media accounts.
  • Hours.
  • Price range.

8. Add A CTA

Allow your customers to quickly perform the call to action (CTA) of your choice.

This button appears beneath your cover image and to the right of your profile image. You can choose from a variety of CTA options, including:

  • Follow.
  • View gift card.
  • Start order.
  • Book now.
  • Call now.
  • Contact us.
  • Send message.
  • Send email.
  • Learn more.
  • And more.

For example, a restaurant brand would benefit from adding a Start order CTA.

This eliminates friction in the consumer’s path to purchase, allowing them to start the order right from your Facebook Page, rather than navigating to your website or a third-party food delivery app.

Keep a pulse on your engagement metrics to see if the CTA you’ve selected is driving measurable results. If it’s not, consider adding a different CTA to see if your audience engages better with alternative messaging.

To find your engagement metrics, click on the Insights button in the menu.

Facebook Insights offer a wealth of information from likes, story reach, actions on the page, post engagement rates, how different types of content are performing, and much more.

Check these insights often to better guide your Facebook marketing strategy.

Facebook CTA exampleScreenshot from Facebook, December 2022Facebook CTA example

Concluding Thoughts

As you can see, updating and optimizing your Facebook Page doesn’t take much effort.

Instead, it requires continuously keeping up with your social media marketing strategy and leveraging the tools and features available to you.

Following these Facebook marketing tips is a good place to start.

To keep up with Facebook’s evolving functionality, do a quick audit every quarter to see what’s new and available to you.

This ensures your business is taking full advantage of your Facebook Page’s capabilities and staying one step ahead of your competition.

More resources: 


Featured Image: Kaspars Grinvalds/Shutterstock

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