5 Things Your Digital Destination Marketing Strategy Needs for 2021
2020 has been a rollercoaster year, to say the least – This makes generating your destination’s reopening strategy a must for 2021. The pandemic and lockdowns will pass but now is not the time to sit back and wait for the grand reopening to occur. A new year is looming fast. Have you taken the time to start laying the groundwork for your digital strategy? Check out the 5 things that your digital marketing strategy needs to have to ensure you hit the ground running on behalf of your destination in 2021.
1) Futureproof Your Marketing Efforts
As Google Chrome joins Safari and Firefox as a cookieless browser, it is now the time to collect your data. A major priority for 2021 is to grow your “owned-data” assets to futureproof your marketing efforts. Start by collecting email addresses, cellular numbers, and zip codes of your audiences in any way that you can. These data sources are going to be keys to your future success.
Another way to futureproof your marketing efforts is to develop relationships with key partners and stakeholders to establish cooperative data programs. Each of your local partners possesses audiences that can be used collectively to create highly-impactful campaigns. In 2021, look to leverage your crucial stakeholder relationship to run internal and cooperative marketing programs. For example, within Facebook Business Manager, there’s a feature that allows you to share custom audiences between ad accounts.
However, if you’re unsure of what a cookieless world will mean for you, contact one of our Strategists to learn how to help you plan for the new year.
2) Create, Integrate, and Distribute Deals, Discounts, and Packages
As cities, states, and counties begin to open up – now is the time to start promoting your destination packages. Seasonal deals, discounts, and packages are often the most requested items your audience is seeking. For example, check your Google Analytics to see what your visitors are looking for when coming to your site. Promote packages relating to your core destination niches like your outdoor recreation opportunities or lodging partners.
Working with your partners to develop compelling offers will help differentiate your destination from others and convert visitation.
3) Consider a Paid-First Digital Strategy
If you didn’t see the results you were looking for in your social media strategy in 2020 – then now may be the time to start a paid-first digital strategy. Utilizing a paid-first approach can help you ensure that your efforts are reaching the right users at the right time. Guarantee that your marketing efforts are spot on and reaching audiences that are primed for travel. Instead of merely posting organically on Facebook, take control. Strive to create your targeting promotions first, then post your most successful ads to your organic timeline for a secondary boost!
If you don’t know how to get started on a paid-first strategy, contact one of our Strategists today to learn more.
4) Don’t Forget About Secondary and Emerging Social Networks!
As a travel organization, networks like Pinterest, Twitter, and TikTok are platforms you should be planning to utilize in 2021. Each of these platforms has its own set of innovative tools to help you market to a wide variety of users in a multitude of different ways. These secondary networks have advertising tools that are just as powerful as Facebook! Start regularly contributing and overlaying your marketing messages across these platforms immediately. You’ll be surprised by some of the results you will start seeing when you dedicate some strategic and thoughtful time to these often-overlooked networks.
5) Organize Your Social Media Platforms with Scheduling Tools & Content Calendars
2021 is the year to organize your content and social media posts. Organize your social media posts with scheduling tools such as Buffer, Hootsuite, Sprout. These tools give you automatically generated optimized posting times to schedule your posts out. You can easily schedule your social posts out and not have to worry about it later on.
Another way to organize your content is to create a content calendar. We suggest having a ‘theme’ per each day you plan on posting – for example, Mondays are Pictures of the Week highlighting your favorite UGC of the week (don’t forget to credit the user.) If you have no idea where to start scheduling your social posts or creating content, contact one of our content Strategists today.
2020 has been a very windy road – let’s take what we have learned and make it a goal to amplify our efforts on a whole other level. Get started with a digital marketing strategy that will help recover your destination and the local tourism industry. Contact us today to learn more about how we can take your digital marketing to the next level.