Tag: Marketing 3.0

Marketing 3.0storytellingStrategyStrategy planning & executionTourism marketing

From customer acquisition to customer recommendation marketing

A lot has been written about how to shift from a marketing system based on new customer acquisition towards a system focused on building a pool of loyal clients and leveraging their recommendations. This approach works for many businesses, but not so well for the majority of the tourism businesses –although it does in some cases – as long as tourists visit different places during every holiday. Most of the small or medium accommodation facilities are nowadays marketed through booking websites such as Airbnb, Expedia, Booking, etc. and charge very high commissions that seriously harm the business profitability. This is a clear example of customer acquisition based marketing.

Therefore, as long as there is little room for customer loyalty for the average tourism business, namely accommodation facilities, how can a business leap forward towards a more profitable marketing system? The key answer is building competitive advantages to set your business apart from competitors, based on relevant value related to the needs and motivations of your target clients. This starts with a thorough market research, which should ideally be supported by the destination’s DMO, as explained in the White Paper “Envisioning destination intelligence 3.0”. Otherwise, customer surveys and benchmarking may also provide useful information. Market intelligence helps find out the specific needs and motivations of all market segments and niches and how to reach them.

In accordance with the characteristics of your facilities and destination, decide which market segments or niches are most appropriate for your business. The White Paper “The 5 competitive forces & business strategy” explains how to carry out this assessment process, taking into account both the potential capabilities of your business and the attractiveness of the targetable market segments.

In the process of building your competitive advantages to target specific segments, it is very convenient to research specific marketing channels – namely travel agencies and tour operators – that are somehow specialized in your target segments. They are some of the best sources of marketing intelligence on how to build the appropriate competitive advantages and position your business in the top list for your target customers. Needless to say, they are key players to access your target customers.

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In order to balance the demand seasonality, it is usually necessary to target many market segments, but beware of possible incompatibilities. It is important to assess the implications of adapting your facilities to every segment, and be sure that such adaptations do not exclude other strategic segments. Most of the competitive advantages should not be an inconvenient for any target, but bear in mind that there could be incompatibilities between some of them when you carry out the research.

Creating loyalty and generating good reviews and recommendations is not achieved just by complying with the customer’s expectations, but rather by exceeding them! It is necessary to offer some unexpected value that makes them feel good and creates memorable emotions. Regardless of the target segment, the best way to make your business stand out among others is by offering memorable experiences to your clients. Then encourage them – through content creation contests – and facilitate tools such as owned social media platforms or postcards, to share their experience with relatives and friends.

This is the most effective and efficient marketing for your business: let others explain how much they enjoyed being your client, and help them do it in a creative and original way that impacts the receivers of their message, providing a call to action for those who want to live the same experience. Such marketing is not only more cost-effective due to saving commissions, but it actually strengthens your market positioning and allows you to raise prices in accordance with the increase of the offered value. The White Paper “The Marketing Plan 3.0” explains in detail many of the ideas of this article.

Marketing 3.0StrategyTourism marketing

Marketing trends for 2019 (IV)

Social media stories

Stories seem to be likely to take over feeds as the main type of content through which people share their thoughts, ideas and experiences. They consist of short slideshows made up of photos and videos, usually done during an event or a specific time period, such as holidays. They are far more engaging than traditional content feed, and therefore capable of leveraging the brand’s social capital through an increased number of comments, reviews, shares, etc.

In the case of destinations developing according to the principles of Tourism 3.0, the destinations’ marketing platforms must leverage the content creativity of all visitors and other stakeholders in all kinds of possible formats, among which the social media stories should gain prominence as time goes by. In order to promote the contribution through specific formats, the content creation contests should have a prize for every type of format, including the newly promoted ones. Such social media stories could be related to the visitors’ life-changing experiences, the positive impacts to the locals’ lives due to tourism development, etc.

Other general trends

All in all digital marketing is expected to continue to grow, particularly mobile marketing. A digital marketing mix should integrate advertising through comprehensive SEO (including voice and image), video, social media and display.

Apart from digital marketing, broadcast TV advertising continues to be the first source for promoting new brands, staying way ahead of online TV.

On the other hand, both traditional and online radio are valuable platforms for advertising, taking into account that online radio and podcasts audiences are experiencing significant growth.

With regards to email marketing strategy, this will progressively integrate data collection, Artificial Intelligence, Automation, personalization and compelling content.

Finally, printed items such as newspapers, magazines and books are – despite their stagnation – still leading influential media, especially when referring to premium printed media.

So, even if there are many newcomers in the marketing mix, the traditional advertising platforms still remain, losing some of their prominence, but keeping a significant share of the marketing budget.

 

Marketing 3.0StrategyTourism marketing

Marketing trends for 2019 (III)

Social messaging apps

Apps such as WhatsApp or Facebook Messenger are also playing a role in some marketing activities, such as customer service, direct sales, or content marketing. These apps provide personalisation, so long as the interactions one-to-one allow the possibility of customizing he message, especially for sales and customer service. With regards to content marketing, these messaging apps provide an excellent opportunity for the content to go viral.

For tourism destination, these apps can provide tourist information on demand as a sort of 24 hour hotline, and at the same time try to engage the information seekers as clients by providing booking service for accommodation, transportation and activities. Furthermore, so long as it is possible to get the phone number of the information seekers and other prospect clients, it is also possible to deliver them content related to their interests through the messaging app of their choice.

The new search: voice and image

Beyond the traditional word searching in the internet browsers, there are two new searching methods to take into account: voice and image, and so businesses should be ready to be found through these new searching means, and care for a more comprehensive SEO which encompasses voice and image.

With regards to voice search, nowadays almost 1/3 of the Google searches are voice searches, and it is estimated by ComScore that in 2020 the voice searches will account for nearly 50%. To make your site voice search-friendly it is recommended to bear in mind how users usually formulate their queries, the most likely queries related to your service or product, etc. You need to have a voice search strategy, just as you currently have your SEO strategy for keywords.

Regarding image search, there are already some tools like Google Lens and Pinterest Lens providing a visual search function that uses Artificial Intelligence and machine vision to detect real-world objects and offer suggestions for related items. With image search you get instant results, much faster than voice or word search: just by taking a picture of the related item, you can obtain immediate results.

According to Gartner – one of the world’s leading research and advisory firms –- it is estimated that businesses which adopt both voice and visual search early on are likely to increase their online revenue by 30%. This is a field where early adopters have the opportunity to gain valuable experience and know-how in order to gain and keep a privileged position in the new search means.

In the tourism industry, these are both very relevant issues, so long as all sorts of tourist information have to be easy to find through the search engines, both DMOs and local businesses have to care for their holistic SEO strategy. Local businesses should care mostly about voice, whereas DMOs should care about voice and image for the tourists already visiting the destination. The image part is useful also to attract visitors to the destination.

Marketing 3.0StrategyTourism marketingTourism trends

Marketing trends for 2019 (II)

Video marketing & original video content

Digital video advertising spending has been increasing these last two years and is expected to continue to grow at least two more years. The most popular kinds of used content are Comedy, Music, Education and News. Brands tend to target the audience through sponsorship agreements integrating the brand within the show, rather than through traditional advertising interrupting the video.

According to many surveys, video offers an outstanding performance on many relevant metrics such as content sharing rate and conversion rate, as well as generating confidence in online purchase decisions. When it comes to the broadcasting of the online video, there are also some significant trends to consider:

  • Length of the video varies depending on the marketing goal
  • Calls to action such as redirecting the viewer to a site, another video, to a form in order to receive further content are included
  • Talk style videos are used when explaining something in depth
  • “Ask me anything” type of videos where a public figure from the industry answers questions from a diverse group of characters are used to create trust on a potentially controversial issue.

Needless to say, video is one of the most engaging content formats according to many metrics. When it comes to marketing destinations and related experiences, this is even more obvious. In this regard, far beyond the “destination marketing video” there should be a collection of videos in accordance with the different experiences and motivations that move the target audience to visit the destination. A very convenient tactic is to make a short version of the video (less than 5 minutes) to draw the attention of the audience with a call to action to watch the long version of the video (not longer than 15 minutes). Furthermore, as it has been explained in all the marketing-related white papers, the finest video content produced by stakeholders should be delivered through the branded platforms of the destination.

Influencer marketing

Influencers are expected to be able to raise brand awareness, boost reputation, improve brand advocacy and drive lead generation. Beyond the most popular and expensive influencers, there are also a great deal of smaller influencers targeting specific types of audiences or niche markets. Accurately selecting those types of influencers is likely to be the most effective choice. The software Traackr contains an influencer database and allows the users to find the appropriate influencers in accordance with their marketing goals.

Furthermore, beyond the influencers you will have to pay for in order to gain their support, some others are likely to provide you with some support, so long as they really are enthusiastic about your product or service. Moreover, as it has been explained in the marketing white papers, it is convenient to create a network of brand ambassadors leveraging the power of influence of many stakeholders like suppliers, employees, and specially clients.

For as long as possible, it could be convenient to establish some kind of incentive system, giving special deals to the brand ambassadors who manage to raise more brand awareness and foster engagement. Influencer effectiveness can be measured through different metrics (mainly engagement but also sales) and techniques, like providing them with unique deal codes, UTM codes on digital posts, and custom landing pages to monitor their results.

As explained in some of the Envisioning Tourism 3.0 White papers, destinations developing tourism based on the principles of Tourism 3.0 are very likely to attract influencers, so long as they move their human spirit to take action in favour the destination’s social and environmental challenges stated in the mission. In many occasions, this is likely to happen at no cost for the destination. This is one of the greatest advantages of the Tourism 3.0 approach.

Marketing 3.0StrategyStrategy planning & executionTourism marketing

Marketing trends for 2019 (I)

 

As all of us know, marketing tools and practices evolve faster than ever, for it is necessary to keep the strategy up to date at least every year, and integrate new tools that help us reach new clients, further engage our prospects, or gain more valuable market intelligence. According to Advance Travel & Tourism there are seven key trends that are already shaping the new marketing strategies in the most advanced businesses, which are perfectly applicable to the tourism industry. This issue is to be split in four articles.

Authentic & consumer centric content

It is well known among marketers that advertising has lost a great share of the trust it used to have. In its place, consumer centric content is taking the lead, mainly through content marketing and influencer marketing, both delivering real value to audiences and thus engaging them more effectively. Audiences demand that calls to action lead them to useful content to get engaged. Traditional media – both printed and digital –will continue to play a role in the overall strategy, but will lose importance progressively in the marketing budget.

With regards to the tourism industry such content should consist of texts, photos and videos of the life-changing experiences, stories and imaginative ways to enjoy the destination, with some detailed information for the reader to experience it him/herself. Apart from that, destinations approaching Tourism 3.0 should also use stories about the positive impacts that the tourism development creates in the destination, improving the lives of the locals as well as the visitors’ experience. There should be also stories about how local stakeholders and visitors contribute to the development of the destination through the creation or co-creation of marketing content, product innovation and different types of “voluntourism”. This is actually what has already been explained in previous articles and white papers such as “Envisioning destination marketing 3.0” or “The Marketing Plan 3.0”.

Personalisation

This consists essentially of using all the market intelligence and customer data to create niche tailored content, mostly consisting of deals related to the preferences of every customer niche or even tailored to every customer based on the items they have purchased or searched information on. According to a survey carried out with marketing executives, the most effective personalisation tactic is email marketing with dynamic content.

Concerning tourism destinations, as long as it is possible to track the information searched by every user within the destination website and social media platforms, it is possible to deliver content by email in accordance with the user’s interests, such as different sorts of special interest tourism, “voluntourism” or different types of contribution they are could do for the destination’s development.

Business model innovationBusiness trendsEnvironmental sustainabilityMarketing 3.0Strategy

The marketing power of doing good

As it has been explained right from the outset in the presentation of the ¨Vision of Tourism 3.0¨, the essence of this vision is that the tourism business should be focused not only in the financial goals, but also in environmental and social goals, to say it shortly, in doing good. And doing good is not only a matter of responsibility, it is also the smartest way to ensure the sustainability of the development, and to build a good reputation, which is the core essence of the best possible destination marketing.

The ¨Good doing¨ of destinations 3.0 is not only focused on caring about the destinations social and environmental challenges, but also on leading a cultural change, by fostering mission-driven cooperation and innovation throughout the stakeholder system, and improving visitors’ lives through life-changing experiences. It is therefore a holistic approach of Good doing: inwards and outwards. This approach is what makes people fall in love with destination 3.0 brands, and creates an unbeatable virtuous circle of effective and efficient marketing that draws not only tourism flows but also contribution from all stakeholders in addressing the social and environmental challenges stated in the destination model’s mission.

In this TED Talk, Simon Anholt -creator of the Good Country Index, as a sort of Global Nations Reputation Index- explains how country reputation is created, and how important is the perception that people all over the world have about a country on its economic development. Needless to say, these lessons apply also to destinations, and so they should be taken into account when defining the destination model.

Business trendsMarketing 3.0storytellingStrategyTourism marketing

Tourism Marketing with Instagram

Instagram is nothing new – it’s long been one of our favorite social media platforms – but it still lags behind other tourism marketing tools. Don’t neglect this simple app that offers huge potential. Photos are a big part of travel marketing, and this humble app specializes in nothing else so there is no reason it shouldn’t be part of your tourism marketing plan.

But where should you get started? Luckily, Instagram is a very straightforward platform. Here are a few tourism players who are doing great things on Instagram, and some quick lessons we can learn from their success.

Highlight User-Generated Content

Why does Australia always make our lists of the best of the best? Because they are terrific tourism marketers. But don’t be fooled – you don’t have to have a huge budget like Australia to see results. In fact, Australia’s Instagram success does not come from employing hoards of photographers. Instead, Australia came up with an innovative way to crowd source their photos. Their entire social media strategy is aimed at enabling fans to build upon their platforms, like Instagram. They essentially turned their fans into marketers. Now, they receive 900 photo submissions each day and choose the best 4-5 photos to share with their 600,000+ Instagram followers.

Pay Attention to Hashtags

If you feel a little overwhelmed, step back and focus on doing one thing really well. Instagram has a variety of common hashtags that encourage sharing among users. The most popular one, by far, is #tbt or #throwbackthursday where users post older photos on Thursday. Within the tourism world, nobody does #tbt better than Delta. In fact, most of their Instagram content is throwback photos from the earlier days of the airline. Your photos don’t have to be new and shiny. It can be a great marketing tool to reflect on the nostalgia of a different time – especially since so many people have vivid travel memories. It also inadvertently emphasizes the long tradition of your brand and highlights innovation over time.

Throwback Thursday isn’t the only hashtag around either. Read here for a list of other great daily hashtags, and don’t forget to pay attention to current trends. Specific hashtags pop up all the time to celebrate events, holidays, and other happenings.

Don’t Neglect Other Aspects of Your Brand

Yes, gorgeous travel photos are an easy sell on Instagram, but don’t neglect to highlight other aspects of your brand. Everything can’t be photos of sunsets or beaches! And those won’t necessarily help your brand or destination stand out in the crowd. Virgin America has found creative ways to highlight other aspects of the traveler experience. Their Instagram feed is full of passengers and cabin crew doing everything but taking themselves too seriously. Their photos help display the mood of the airline by emphasizing people and candid moments over scenery and posed shots. They always look like they are having fun, which is a huge feat for a company that deals in an area of travel most people consider to be a pain.

Virgin also runs some great contests, like this social media one from 2013. They offered 15 minutes of free in-flight wifi for Twitter, Instagram & Vine and encouraged passengers to use these social media platforms & a specific Virgin American hashtag to enter to win airline points. The easier you make it for users to interact with your social media (free wifi!), the more results you’ll see.

Educate Your Audience

Instagram isn’t just about gathering likes and follows. Like all social media platforms, the ultimate goal is to grow your audience and generate more customers. Sharing beautiful images is a great way to showcase your destination and inspire future visitors, but it’s also important to help nudge them down your sales funnel. You want them to go from aspiring traveler to actual traveler.

One way you can help this process is by focusing on educating your audiences with key pieces of information. This will also help set your destination apart. I know this is a huge need in tourism marketing because I had to look outside the travel world for a good example.

NASA’s Goddard Space Center does an outstanding job of marrying their breathtaking images with equally intriguing information. Each photo helps inform the viewer with interesting facts, tidbits and stories. You can do the same thing with your travel-minded audience. Rather than share a photo of a lake with only its name and location, mention a unique fact about it. Maybe it’s great for fishing or swimming. Maybe it hosts an annual festival. Maybe it’s a hidden gem that most visitors would be surprised to learn is easily accessed from a nearby hub city.

You should still try to be concise, but by adding one extra sentence, you can help move your traveler from the dreaming to planning stage of travel.

This article has been reposted with permission from www.solimarinternational.com/resources-page/blog/itemlist/tag/Social%20Media%20Marketing

Collaborative cultureEnvironmental sustainabilityMarketing 3.0Storytelling training & case studiesSustainability

The ‘Trashtag Challenge’, the new viral challenge that is cleaning beaches all over the world

We have talked many times in this blog about how tourism activity can address the social and environmental challenges of the destinations leveraging the power of storytelling and social media for the greater good. Among all the “Trash contents and challenges” that can be found nowadays in the internet, it is also fair to highlight such a remarkable initiative, also to remind us of the motivational power of good doing and the spiritual fulfillment that it brings.

The hashtag #trashtag intends to shake the environmental consciousness of people all over the planet by challenging them to show a picture of a natural site full of trash followed by a picture of the same site when all the trash has been removed. The challenge has gone viral and so it is possible to see hundreds of examples where it has moved people to take action.

This is a perfect example to showcase how social media can be an excellent platform to connect with the target audiences to engage them in a social or environmental mission, and how it can encourage positive mass behavior by becoming viral in the social networks. The lessons to be learned through this case to create similar challenges are mainly the simplicity of the challenge and the power of the visual impact showing the results achieved. Simplicity helps people taking action without need to think over about the where, when and mostly how to do it. The visual impact is what creates the desire of the audience to take action and the will to see and show the final result. To learn more about mass phenomena, I suggest you to read over the previous articles on the “Tipping Point Theory”, where these are explained in detail.

You can also find further information about the Trashtag challenge in the following link

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The Tipping Point’s theory for expanding destinations 3.0 (III)

Following with the second article presenting the Tipping point theory, where the “Stickiness factor” was explained, this third article explains the third key success factors to reach a Tipping point: the power of context.

The power of context

Social epidemics are very sensitive to the environment and the circumstances of the times in which they occur. The key idea of the power of context is that people are more than just sensitive to changes in context. And the kinds of contextual changes capable of tipping an epidemic are very different than we might ordinarily suspect.

For instance, Wilson and Kelling argued that crime is an inevitable result of disorder. If a window is broken and left unrepaired, people walking by will think that no one cares. Soon, more windows are likely to be broken, and the sense of anarchy spreads out from the building to the whole street, and further to the rest of the district, sending a message that anything goes.

The Tipping Point in this epidemic it’s something physical like graffiti. The motivation to engage in a certain kind of behavior is not necessarily coming from a certain kind of person but also from a feature of the environment. The essence of the Power of context is that our inner states are the result of our outer circumstances.

Thinking about “How much influence does immediate environment have on the way people behave?”, Philip Zimbardo –from Stanford University- concluded that there are certain times, places and conditions when our inherent predispositions can be swept away, and that there are circumstances where you can take normal people from good schools and happy families and good neighborhoods and powerfully affect their behavior just by changing the immediate details of their situation.

What this study suggests is that the convictions of our heart and our thoughts are eventually less important in guiding our actions than the immediate context of our behavior. Environmental Tipping Points are things that can be changed: we can fix broken windows and clean up graffiti and change the signals that first invite to vandalism or other kind of undesirable behavior.

Judith Harris has convincingly argued that peer influence and community influence are more important than family influence in determining how children behave. Their behavior is powerfully shaped by the environment out of their family, and the features of their immediate social and physical world –the streets they walk down, the people they encounter –play a huge role in shaping who they are and how they act.

More specifically, hereby we analyze the critical role that groups play in social epidemics. Psychologists say that when people are asked to make decisions in a group, they come to very different resolutions than when they are asked the same by themselves. When we’re part of a group, we’re all susceptible to peer pressure and social norms and other kinds of influence that play a critical role in sweeping us up in the beginnings of an epidemic.

The spread of any new and contagious idea also has a lot to do with the skillful use of group power. It’s easier to remember and appreciate something if you discuss it for two hours with your friends. Then it becomes a social experience and an object of conversation. On the other hand, peer pressure is much more powerful than a concept of a boss. People want to live up to what is expected from them. When each person has a group-acknowledged responsibility for particular tasks and facts, greater efficiency is inevitable.

The rule of 150 is an interesting example of the strange and incredible ways in which context affects the course of social epidemics. There is a concept in cognitive psychology called the channel capacity, referring to the amount of space in our brain for specific kinds of information. We have a channel capacity for feelings, and there is also what could be called social channel capacity. So what does correlate with brain size? According British anthropologist Robin Dunbar social group size is what correlates with the size of our brain. If you look at any species of primate the larger their neocortex is, the larger the average size of the groups they live with.

Dunbar’s argument is that brains evolve, they get bigger, in order to handle the complexities of larger social groups. If you belong to a group of five people, then you have to keep track of ten separate relationships: your relationships with the four others in your circle and the six other two-way relationships between the others. That’s what it takes to know everyone in the social circle.

Humans socialize in the largest groups of all primates because we are the only animals with brains large enough to handle the complexities of that social arrangement. Keeping things under 150 has proved to be the most efficient and effective way to manage a group of people. When the group gets larger than that, people become strangers to one another. They’re knit together, which is very important if you want to be effective and successful at community life. If you get too large, you don’t have enough things in common, and then you start to become strangers to one another and that close-knit fellowship starts to get lost. Above the 150 Tipping Point, there begin to be structural impediments to the ability of the group to agree and act with one voice.

If you are interested in further insights about this topic, I strongly recommend you to read Malcolm Gladwell’s “The Tipping Point”, where you will also find many case studies that illustrate all the concepts and theories among other interesting content.

Marketing 3.0Tourism marketingTourism trends

Using Pinterest for Destination Marketing

If you’re in the tourism industry and you’re already on Pinterest – nice work! If you’re not, now is a great time to start. You’ve heard the cliché, “Pictures don’t do it justice,” and that could not be more true than with travel.

Which catches your attention?

“A glass bottom boat with a thatched roof

anchored in crystal-clear, calm, blue water.”

The image, of course! Words can be very descriptive – great content is key in successful online marketing, after all – but images are more descriptive, leaving an imprint on minds and covering every language on the planet. Graphics rapidly fill the human mind – cognitively and emotionally, according to Mike Parkinson at Billion Dollar Graphics. Humans are very visual creatures – telling stories ages ago by painting images on rocks. We still use images today to tell our travel stories.

Pictures are much easier to process and much more compelling. Images are a great way to quickly and effectively express an experience, fact, or description. Not to mention that people are more likely to remember what they see. Even more importantly, images are an important part of the travel buying cycle. This graphic from Google is one of our favorites:

pinterest

Travel starts with dreaming, and a lot of times, dreaming starts with images. A photo of a picturesque beach, delicious local cuisine, or a breathtaking landscape have all launched travel experiences. And images are just as important in the sharing phase. After a traveler has returned from a trip, the sharing of their photos helps inspire others and launches them into the dreaming phase of the cycle.

How can a tourism business effectively use images for destination marketing? How can your business or destination engage travelers in the dreaming and sharing phases of travel? One great answer is by using Pinterest. This social media platform is incredibly useful to the tourism industry because it encourages the dreaming and sharing phases of travel through images and storytelling. In fact, Pinterest counts about 1.5 million destination pins every day, and now there are more than 750 million destination pins on Pinterest!

For tourism destinations, Pinterest can be a centralized photo space to show off destination highlights and discoveries. It is like a very large, continuous, and easily-updated scrapbook. For travelers, Pinterest provides a place to gather and organize destination images that represent ideas for future travel, thus, providing destination marketers a look into potential customers ‘usually secret’ travel bucket-list. Tourism destinations can use Pinterest to influence travelers to add their destination to travel dream-lists. When a tourism business analyzes their followers they can interact with potential customers at the top of the travel planning funnel and work to move them down the booking phase using tourism destination inbound marketing techniques. Interacting with potential travelers can influence their emotions about your destination, and everyone knows how emotions influence decisions!

An even more valuable and very recent addition to Pinterest is the use of Place Pins. Pinterest created ‘place pins’ to combine a picturesque travel magazine look to a useful online map. These ‘place pins’ can even include information such as addresses and phone numbers, making it easy for inspired travelers to seek out their bucket-list travel locations. For tourism destinations, this means that your Pinterest boards take on a whole new meaning. These Place Pins provide a visual plan for visiting your destination, and move your inspired travelers one-step closer to actually planning a visit!

All tourism destinations want to tell their stories and ‘pinning’ images on Pinterest is the best and easiest way to tell these stories in the most basic language known to humankind – pictures! Facebook and Twitter, alone, can not do this for your destination. If you aren’t on Pinterest or need help utilizing it more effectively, here are some great ways to get started. By taking just a few minutes each day to follow these steps, you can start growing your Pinterest audience immediately.

Pin new content. Content can come from a variety of sources – blogs, photos, webinars, slides, eBooks, or website screenshots. Make sure the pin description uses your SEO keywords and that the pin links back to the appropriate page on your main website to encourage increased website traffic. Pick images that will capture visitors and descriptions that tell a unique story about your business or destination. Try not to pin more than five images within five minutes – think quality over quantity!

Monitor your news feed. Start by following relevant pinners. Some great places to start searching would be a local tourism board, other area tourism businesses, local travel enthusiasts, or industry leaders. Once followed, their pins will show up in your news feed. Re-pin anything useful to your relevant boards.

Engage with other pinners. Search out and comment on pins posted by pinners (relevant to your destination and product) who are not yet following your boards. Reply and/or thank pinners who comment on your pins and boards.

Follow your followers. Discover your new followers and start following them. Aim to follow 5 new Pinners each week. Getting to know your followers is an important part of the process, and can help you refine your strategy for reaching your target audience.

Search for your SEO keywords. By searching for your keywords in Pinterest, you can find new pinners to follow or new material to repin. It’s also a great way to keep a pulse on what’s currently inspiring people about your destination or business.

Promote your Pinterest page. Encourage people to start engaging with you on Pinterest by promoting your page on your other social media channels like Facebook and Twitter.

Place your pins. Pinterest is starting to recognize that their brand is very popular among travelers. Just this week, they introduced Place Pins to help travelers more easily “turn their travel inspiration into reality.” By adding your pins on the map, you’ll help future and current travelers connect with the treasures in your destination.

This blog post is from www.solimarinternational.com/resources-page/blog/itemlist/tag/Social%20Media%20Marketing