When marketing a tourism product you need to stop thinking like you and start thinking like your customers. Thinking that your customers are like you is a common mistake which often results in tourism business owners thinking that website optimisation doesn’t work or marketing in general is total fluff and doesn’t get results.
We were working with a gorgeous “B&B” just north of Auckland that was owned by a lovely German couple. They desperately wanted to tap into the Auckland weekend getaway market and felt that they had done everything possible to get it. They optimised their website, offered a weekend package on their site and did Google AdWords but to no avail. They were convinced that online marketing didn’t work and came to us for other options.
This is when we say to people – “show us yours and we will show you ours.” So we ask, what is the title on your website, keywords and what words and phrases do you use in the content on each page. Then what terms did you choose for Google AdWords? You show me what you chose and we will show you what your customers would choose.
Everything they did revolved around the phrase “luxury B&B”. Now put your hands up – how many Kiwis do you know that would search for a B&B for a weekend getaway? B&B is not a Kiwi weekend choice. It is relevant for some international markets but totally wrong for their desired market.
A couple of amendments to the product (change communal breakfasts to providing breakfast hampers), re-write of the title, keyword and content of the site and they have been happily rewarded with their ‘country lodge’ ticking over nicely on the weekends now.
So – don’t think like yourself, research and consider the words and phrases based on the nationality, age, spelling and interests of your customers.
Getting out of your own head pays off!