Ready, Set, BLOG! Writing Your Way to More Tourism Sales
- Digital Marketing, Experience Marketing, Tourism Marketing Blog
- Content Marketing for Tourism, Marketing For Experiences Insights & Articles, Marketing for the travel industry
- March 21, 2023
If you’ve been browsing the interwebs lately, you might have noticed the growing number of companies turned bloggers.
And if you haven’t, you’re most likely existing under a rock.
What is all the fuss about blogs anyway? And does your company need one?
Depending on the era from which you spawned, you might be all too familiar with the 2000s blogging which involved sharing an embarrassing amount of sensitive information for the World Wide Web to see.
This is not the kind of blogging we’re talking about.
We’re talking about the new age of blogging baby! And this relates not only to tourism but directly to your bottom line sales.
Well let’s start with a little history, because when it comes to blogging, just like many of the unnecessary opinions towards skinny jeans there have been some changes over the years.
In 1994, Swarthmore student Justin Hall created the first blog ever, called Links.net. (It still exists today). Over the years, blogging went from the form of diary word vomit to dipping a toe into whistle blowing, gossiping and even inserting itself into politics.
Where does tourism come in? In 2003, Google launched AdSense which is a cost-per-click (CPC) advertising platform that allows bloggers to insert a bit of HTML code into their sites to have ads appear. This was then automatically targeted to be relevant to the site’s content, which subsequently meant more traction for businesses through blogging.
This is all good and fun, but who says?
Well, let’s just push up the brim of our glasses and drop some knowledge:
- About 55% of marketers gained new customers because of blogging in the year 2020 (Oberlo)
- Blogs give websites with an increase of 434% indexed pages and 97% more indexed links (talkbitz.com)
- What’s more is that companies with blogs generate around 67% more leads per month than companies that don’t blog (Oberlo)
Now that the mic has been dropped, let’s talk about what blogging can do for you and how to achieve that goal.
It’s Good For SEO
What does SEO do? It’s all about quality over quantity, of the people reaching your site, that is.
If you’re a tourism brand you might not want to be included in searches that belong to where to find your next poodle.
You want to appear in those Search Engine Results Pages (SERPS) that reach audiences primed to buy tickets to your tour, attraction, or on a flight to your destination.
SEO’s superpower is giving you the right keywords to incorporate in your blog. That way when people are in that purchase-prone mindset for travel, you’re one of the first names that pops up, meaning they’re more likely to head over to your site!
How Does One Do This?
- First, you need to pick what to write about. Using the right keywords are essential. Look in your Google Analytics. What organic search terms bring you sales? Drill those down and then mind map some terms that relate. Does “Portland Walking Tour” give you some searches, but quality visitors who actually convert to sales? Well ok then! How about writing about “Best Things To Do in Portland For Families” and listing your tour as an option?
- As we all know AI has been blowing up faster than the comeback of the fruit rollup but before you hop on that AI train completely, just know that search engine algorithms love unique content, so make sure to humanize your writing with the individuality of something living.
- Thought provoking, original content is not only what Google looks for – it’s a great way to get backlinks, which are how you build community AND up your SEO juice. A great rule of thumb is to write with EEAT in mind – or Experience. Expertise. Authoritativeness. Trustworthiness. In short, make sure to lend value.
- Post your blog, include some deep links into the rest of your website, write out your metadata, and then be sure to send traffic to it using your social media!
- Lastly, and most importantly, make sure to keep informed on SEO trends. Just like the times, they are ever changing. One of our favs to follow is Neil Patel.
Showing Your Expertise in the Tourism Industry
In a sea of tourism, it can feel like you’re just one of the fish, so be the fish that stands out.
In case you haven’t done your morning affirmations, we’re here to tell you that you are special! Blogs can help you express that individuality and niche that separates you from all the other fishes in the sea.
- Identify what makes you stand out and who your company is, create a voice for your brand, and keep your tone consistent; this creates trust in your brand and helps people pick you out of a crowd.
Blogging Brings More People to Your Site
This one may seem obvious, but more people to your site means more data you have to use for optimization. And optimization means more sales.
Think about it – you need some “meat and potatoes.” No one creates something from nothing, so be sure to develop that online foundation by sharing a thing or two about what you do.
If you love what you do, writing about it should fly by. So let the creative juices flow and use that expertise to set the stage for future purchases. More often than not, “future sales” may only be a day or an hour away.
Blogging Also Builds Brand Awareness
Leaning into your voice, your tone, your niche, and even your engagement makes your brand lust worthy and manages expectations for the experience you provide. And that builds community, which is ultimately how you lay the groundwork for future sales.
Start the conversation and use it as a “lead in.”
And we’re not talking about just any kind of lead…
The kind of bond you get to create with your customers verbally means everything. So think about ways to become super resourceful and keep people talking.
Ways to do this?
- Behind the Scenes: Show them just how good you are at what you do. Folks love “insider info.”
- Announcements: Tell people what you’re up to. Make them excited and honored to be there!
- Accomplishments: Show off a little, you’re worth it! Do not be afraid to brag.
In closing, think of your evolving business as a beautiful bird ready to fly. And that is something to shout from the mountain tops!
So we’re here to challenge you to write one post this week and blast it everywhere. We know you have it in you. And if not, just reach out for a little coaching from #TeamVonMack.
What does your company want to share with the world?