Connecting Travel Content With Other Online Marketing Channels

Thursday, 1st March, 2012 by Matthew Barker | Leave Comment

Part of a series of How To articles on using online travel content for effective search engine marketing.

Although your overall goal should be to reach a position where the vast majority of traffic and leads come from the social-search channel, there are certain situations where other online marketing channels are more appropriate, useful or cost-effective.

The goal here is to integrate your channels to ensure that they mutually compliment each other, in order to drive up your overall Return on Investment. 

Segmenting Audiences/Messages

Most online travel businesses maintain some kind of mailing list and send a newsletter or offer emails to previous and potential clients. Email is still a highly effective tool, provided it is used properly with segmented lists and messages that mean people only receive information and offers that they are genuinely interested in.

Your recipient lists should be properly segmented into useful groups, for example:

  • Offers, worldwide
  • Offers, Latin America
  • Offers, travel news, Europe, Latin America
  • Offers, travel news, worldwide
  • Travel news, Asia
  • Etc

Other potential segments could be by age, home location, preferred travel type (budget, luxury, family), and so on.

This allows you to send targeted and relevant messages to your subscribers, which contributes to the ROI of each mailshot, affinity to your brand and other positive factors.

If you’ve taken the time to establish advanced segmenting and are tailoring your messages to each group, you should replicate that with your content development and social media efforts:

  • Each segment can be replicated in different Google+ circles. This allows you to tailor your messages there in the same way that you tailor your emails.
  • Multiple Twitter profiles would allow you to tailor the purpose of each feed. For instance, one offering your latest travel deals, the other offering unbiased travel guide and destination information. See this article on integrating Tweets with promotions and deals.
  • Using the new Timeline format for Facebook Pages you can create segmented pages or apps for each audience, with a maximum of 12 apps displayed at the top of your Page.

You should aim to coordinate the messages you create and the content you develop across various platforms to create integrated, multi-channel campaigns.

This will be especially effective with potential clients who might be exposed to your brand on a variety of different platforms and channels before they convert from a prospect to a lead.

PPC & Seasonal Demand

Times of high demand present a good opportunity to use targeted PPC campaigns to help capture a bigger share of a temporarily larger market. You will already know what time of year sees the highest demand for bookings in your destinations (if you don’t, check your web analytics for traffic surges over the course of 12 months).

You should take advantage of these peaks in demand by running PPC campaigns regardless of if you already rank well organically for your target keywords: even if you rank in #1st place for everything, PPC placements can improve click-thru-rates for your organic results.

However, there is no point investing in additional PPC traffic if your landing pages are below par. The same principles outlined in the previous articles and our ebook still apply:

You are trying to convert traffic into leads, or to put it another way, you are trying to engage and communicate with people, to reassure them, to inspire and excite them, and encourage them to trust you with providing the best vacation, hotel or flight deal.

That’s no easy task, and doing it properly requires convincing, compelling and inspiring content.

Get in touch for more ideas on how you could integrate content development with your other marketing strategies.

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