The most prevalent question in the travel tech industry for marketers is “How do you get quality leads?” A business cannot survive without a constant inflow of leads. According to statista, business travel makes a total global economic contribution of 1.23 trillion U.S. dollars. There is huge scope and potential for marketers, especially with the upcoming wave of artificial intelligence and other predictive data tools, it is essential for marketers to adapt to include these resources in their marketing arsenal. The newer workforce generations are interested in blending business and leisure travel, travel expectations and habits are changing. In this blog we will discuss how marketers can develop their marketing strategy to be inclined towards the niche travel tech industry and what parameters needs to be focused better to get the leads every business needs. Here are a few things keeping you away from generating travel tech qualified leads.
FOCUSING ON QUANTITY INSTEAD OF QUALITY:
51% of travel tech marketers are making lead acquisition the most important goal of their marketing strategies. Marketers tend to broaden their lead generating parameters just to get in more numbers into the funnel. This leads to a low yield of prospects and higher costs. As for the business travel niche, once you gain a comprehensive understanding of who your target audience is, you can work on developing a solid customer base to provide more value to your organization. If you are primarily into corporate travel it would make greater sense to narrow your marketing funnel to business oriented travel strategies.
NOT OPTIMIZING YOUR BUSINESS WEBSITE:
First impressions are important and your website is exactly that to your potential customers. Clunky over saturated websites can negatively impact trust and user experience of your business leading to potential clients slipping out of hand. When participants were asked why they distrusted a website, 94% of the comments were about design. The website needs to be optimized with helpful logistical details, self booking options and a plethora of destination imagery this will reduce bounce-rate, increase viewer retention and develop your travel leads. This blog goes further deeper into the importance of web content.
NOT FOCUSING ON LANDING PAGE OPTIMIZATION:
It is essential for search engines to locate your landing page. Extra focus needs to be implemented on selecting a few main keywords to highlight in your Landing page content. Include these primary keywords in your page headings and titles but make sure not to overcrowd it with keywords as this will dilute the authority and importance of your main keywords. Also make sure to have a clean URL with focused keywords as well. Optimizing your landing page can go a long way in improving search engine visibility which in turn will increase your ROI.
NOT USING A MULTI-CHANNEL APPROACH TO ADVERTISING:
Most of social media and traditional marketing is already saturated. To make your mark and drive traffic towards your business it is imperative to have a multi-channel approach towards your marketing strategy. Blogs, whitepapers, email marketing, social media or even a cold calling approach, your business needs to be able to create an impression on them all. According to HubSpot, companies who blog 6-8 times per month get twice the lead volume of companies that don't. Send the right people valuable offers including discounts, downloads and promotional deals to see your business outreach grow. Social media strategy should include both formal platforms like LinkedIn and more entertainment based platforms like Instagram, Snapchat and Facebook. Deck7 is a great platform to help you utilize multi-channel advertising to uncover the full potential of your business. Check out their services here.
NOT INVESTING IN NETWORKING:
Networking here refers to both participating and holding events to develop connections in the corporate travel industry. Even word of mouth marketing by the top players in the industry can go a long way to boost your business to where it needs to be. Building your name and collaborating with other businesses can reap great benefits for your organization. Business collaborations can help you to reach new markets, new customers and get you new ideas.
NOT MANAGING ONLINE REVIEWS:
Reputation is everything in business and more so in travel management. Travel reviews of your business are crucial for adding more people to your customer base. People want a hassle-free and well-managed travel experience and prioritizing your reviews can give potential customers the confidence to go ahead and choose your business. Simple reviews and full case studies both need to be a part of your marketing strategy. Get positive feedback that you received and corporate traveling solutions to organizations that you provided promoted on your marketing platforms.
These are a few pointers on how you can get the essence of your travel business marketed to your potential clients. Focusing on these aspects of your marketing strategy can get your enterprise the constant inflow of leads that you desire. Make sure to emphasize on how your brand is unique from the rest and market the solutions you provide to customers and businesses. Don’t be afraid to explore and experiment with newer business intelligence tools and newer social media platforms, the possibilities are basically infinite. Keep these things in mind and you are sure to succeed. Best of Luck!