First, your existing customers. You’ve heard it before, selling to an existing customer is cheaper and easier than acquiring a new one. Even utilising paid advertising channels like social media to reach them will be money better spent than advertising to cold leads. So long as you have something...
Selecting the best audience (target customer) for your tourism business doesn’t require you to try to be everything to everyone.
It is all about choosing a tiny audience that will care a great deal about what you do and offer and then moving out from there.
How do you pick the...
Depending on your business and your industry, I’d do some small mix of this.
I’d spend $5 on Google ads and I’d spend $5 on Facebook/Instagram ads.
Here is why.
What you learn on each platform will be different.
Running Google ads is going to teach you a few important things.
It is estimated we see 4000-10,000 ads per day (Forbes).
Which begs the question - how do you get your ad noticed?
One of three ways. Make it inspiring, make it exciting or make it hyper-relevant. (Vik Harrison, Co-Founder, Charity: Water).
What does that mean for a tourism business?
It means waste...
A couple of weeks ago, my Dad asked me via Messenger for some tips on reaching seniors groups via Google Search Ads.
Dad runs a small winery tour company in Victoria, Australia.
My advice was this; look at what other businesses in the industry are doing and copy them.
No, don’t Google...
If you want to grow your business, if you’re going to stand out, identify a small group of people that will care a lot about what you do.
People, who when impressed, are inclined to spread the word.
Provide a product or experience they can’t get elsewhere.
Bring them into the inner...
In the ‘old days’ if you wanted to test a variation of a headline, body copy or image, you’d have to run a newspaper, magazine ad, or some direct mail (letterbox drop) with a call to action (coupon) that was measurable.
You’d track results, and after an amount of time,...
Remember in the 70 and 80s when even ads on television were entertaining?
Companies committed to ad campaigns. They invested in getting the messaging, the jingle, the people, and the locations right. That, after all, was why how they moved you to trust them and buy their products.
It seemed back...
Have you ever been to a networking function, chamber of commerce event, or tourism industry event and found yourself get on a complete roll talking to a stranger?
Remember how you seemed to lose them partway through the conversation? Before you got to all the juicy details.
You are clever at...
I hate to bring politics in here, but there is a lesson you can learn for your business from Donald Trump’s first campaign.
He repeated a simple, small statement many times. Something the audience could understand, believe in and get behind. Make America Great Again.
Hiliary Clinton was arguably much more...
The truth is, your customers or prospects don’t care as you do.
You already interact with many websites yourself. I’m guessing the size of their logos have not correlated with if you remember the brand or not. Of course not. You’re far more concerned if they have what you...
Every day you see ads from big brands like Coca-Cola and Apple.
There is no call to action. There is no list building.
It merely promotes the lifestyle you can expect if you use the product.
I know it can be confusing when you are running a small business. You see these...