Do you want to convert more website visitors into bookings?
Then you’re in the right place.
Because today I’m going to tell you the #1 reason why tour operators aren’t converting as many website visitors into bookings as they should.
And what you can do today to fix it.
Let’s get started!
The #1 reason tour operators aren’t converting website visitors into bookings is because…
You’re Using Tactics, Not a Strategy
In fact, a report by SmartInsights revealed that 45% of businesses don’t have a defined digital marketing strategy and 17% have a strategy but haven’t implemented it.
Now, you might be thinking…
What Is Strategy?
Strategy refers to the plan to achieve a goal.
Your goal might be to:
- Increase revenue
- Grow your email list
- Reduce customer acquisition cost
A good marketing strategy helps you understand your ideal customers, guides the direction your marketing should take, and ultimately, increases your bookings.
It helps you set clear, measurable, and realistic goals for your tours and activities business.
What Are Tactics?
Tactics are the actions taken to support your strategy.
In other words, a tactic makes no sense if you don’t know why you’re doing it.
Your marketing tactics might be:
- Facebook ads
- Email nurturing campaigns
- Redesigning your website
I want to be very clear about one very important point…
You Must Have a Marketing Strategy Before Deciding on Your Marketing Tactics.
Many tour operators make the critical mistake of making tactical decisions before the strategic ones.
And it’s an easy trap to fall into because the strategic decisions are harder to make.
For example, tour operators start running Facebook ads (tactic) before knowing who their ideal customer is and how to target them (strategy).
Having a marketing strategy helps you make the right tactical decisions.
And because so many travel businesses do not know how to create a marketing strategy, developing a great one can be your competitive advantage.