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How to Generate More Traffic to Your Tourism Blog


Your tourism blog is one of the best ways to tell your story to consumers. Not only should you consistently update your blog to inform users about your destination and maintain sustainable SEO, but you should also be strategic about where you are distributing your blog once it’s live on your website. 

We recommend living by the “5 Rule” which means that every piece of content on your website or blog has the potential to be shared at least five different ways after it is published on your site. Read on to learn how to generate more traffic to your tourism blog in no time! 

Facebook

First and foremost, every blog deserves a Facebook post! Not only this, but every blog deserves to be activated with Paid Promotion on Facebook as well. When youre putting together your blog post for Facebook, carefully consider how your blog content is related to specific niche markets that you can target. For example, if your blog is about wine tasting in the area, consider targeting your post to reach wine enthusiasts in feeder markets. When crafting your post, make sure to think about the small details, too, especially your link header text* and the image accompanying the link. Finally, include language that will encourage users to act!

*You can no longer edit the link header text when you are uploading your link to your post, you will likely have to think of this when you are crafting your post on the website side. 


Twitter

A great next step in your blog distribution is to support it by tweeting about it! We recommend thinking of three different ways to compose tweets on the subject. Since the Twitter algorithm seems to constantly be changing, it’s important that you trickle the distribution of your blog on Twitter throughout the week with different days and times to achieve best performance on the platform. 


Instagram

Next up you’ll want to generate awareness of your blog on Instagram both in the feed and on your stories. Start by replacing the link in your bio with your new shortened link. This is especially important because links are not clickable in the captions of an Instagram photo! When you’re crafting your post, be sure that youre posting it in a way that will resonate on Instagram. This means, use your best photo to make sure the post stops scrolling thumbs! You can also post about the blog on your story and give readers a snippet of what the blog contains to help encourage them to swipe up or click the link in your bio. 

Read this blog for tips on putting together a noteworthy Instagram story.


Pinterest 

Pinterest is a highly effective tool for supporting blog content for tourism as it can combine your images and links in a very appealing way. We recommend pinning every photo from your blog to Pinterest to ensure full coverage! Make sure youre including the direct URL to your website to ensure highest possible performance and pull in traffic to your website.


E-Newsletter

Lastly, it’s vital to include your content in your tourism e-newsletter, as it’s a key tool in driving traffic to your website as well as keeping users informed on a regular basis. If youre on a weekly blog distribution schedule (as opposed to monthly), you don’t have to include every piece of content that you write in your newsletter, as this could potentially be overwhelming for readers. But, if youre having trouble deciding which blogs to include in your newsletter, consider taking a look at your most popular posts on your Google Analytics and go from there! For more tips on putting together a tourism e-newsletter, check out this blog.


It is critical to distribute your tourism blog across all digital platforms of your organization. This strategy will allow you to reach a wider variety of you audience as you aren’t focusing on just one platform. By following these distribution tips, your tourism blog will gain more traffic in no time! If you are looking for new ways to stay updated on your destination marketing, be sure to subscribe to our e-newsletter or follow us across social media at the links below! 

Playing the Long Game with your Digital Campaign


A strategic digital marketing campaign is the very definition of a long game. It often takes patience and will not produce results overnight. You may ask, “what exactly constitutes as  ‘success’ when using a long game strategy?” While the answer will be different for every organization, by following these steps to approaching your digital campaign, your long game strategy will be set up for success. 

Step 1: Define the Goals

To determine the priorities of the campaign, the marketing team should decide what it wants to accomplish and what type of audience will be targeted to achieve this goal. These goals could include: building brand awareness,developing an email subscriber list, website traffic, or increasing engagement with your targeted audience. 

Deciding on what Key Performance Indicators (KPIs) will be recorded throughout the duration of the campaign is just as important as determining a set goal. Some commonly recorded KPIs include:

  • Website Traffic Year over Year– campaign vs. campaign
  • Engagement– Site time, pages per visit, decreased bounce rate, mobile vs. desktop
  • Increased traffic to partner sites
  • Overnight stays and booking inquires
  • Travel guide distribution

For some organizations, this is also a good time to establish an appropriate theme for the campaign. Campaign themes can be based on vertical product offering like skiing, golf, fishing, anchor events in the destination, attractions and/or seasonal activities.  

To determine what content is most important to support each theme during a campaign, we recommend a process that begins with extensive exploration and research. 


Step 2: Do the Research

Once you have determined an appropriate theme for your campaign, the next step is to begin the exploration and research of that topic.  This will help you determine the promotional angle for the program.  The areas of research will include:

  • Google Analytics Data: number of page views, time on page, and audience demographics. This is done to tell us what content and subject matter related to the theme is most interesting to past website visitors. 
  • Content Consumption: Social media stats, blog postings, consumable travel products featuring itinerary suggestions, seasonal booking & occupancy trends.  

This is a great indicator of specific areas of interest along with identifying the best opportunities are for engagement and conversion. 

The data will provide us with key consumer demographics, landing page content details, and additional campaign itinerary ideas. Once this data is organized and categorized, it can then be developed into a well-structured website landing page and complemented with campaign creative.  At this point,  the campaign planning can officially begin! 


Step 3: Plan the Ad Program

Begin campaign planning by determining a start date and an end date for the promotion. Then, work through an ad schedule that will include several different flights and creative elements like video and imagery. Once the ad flights are determined, be sure they align with your established goals and effectively moves potential prospects through the customer “journey.”

The ad flights can take on multiple options, such as lead generation, content promotion, display or social ads.


Step 4: Implement and Monitor

Once the campaign is live, be sure it builds awareness, keeps customers engaged, and allows them to constantly discover more about your travel product.  You should continuously monitor results based on your KPIs and make any needed adjustments or changes to ensure success.  If the campaign is primarily built around a social platform like Facebook and the ads are appearing in the feed, be sure to review and respond to all comments. This can be as simple as a like or a “Thank you” with a smile emoji.


Step 5: Post Campaign Analysis

If this campaign was the first one run by your organization, explore benchmarks for industry standards to help determine the level of success. Once the benchmark measurements are reviewed and some time has been spent analyzing data, you can begin setting new goals based on what has been learned about the audiences’ needs based on performance

And finally, remember this: running a campaign is all about patience and perseverance. If you miss your mark the first time, don’t give up – keep on working to reach your established goals and pursuing the long game of digital campaign management. 

For more ways to master your digital marketing strategy and to stay up-to-date on the latest destination marketing trends, subscribe to the TwoSix E-Newsletter and follow us across social media! 

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5 Email Marketing Metrics that Matter

Knowing the success of your tourism e-newsletter is an integral part of your digital marketing strategy. Here are 5 metrics to make sure you pay attention to when you’re reviewing your latest newsletter. Be sure to check out our blog about 5 Big Email Marketing Challenges, Solved, to help you come up with ways to improve these numbers!



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