May 21, 2020
According to the results of a recent survey of 150 digital marketers across the U.S. — most of the respondents are employed by the companies that make $1 billion or more in revenue — published by SheerID and WBR Insights, over 77% of them feel more pressured to meet their acquisition goals than they did a year before. The main sectors that were represented by the respondents of the survey included the retail, travel, financial services, consumer-packaged goods, and food services industries.
The statistic shows that the most insecure about their future marketing plans feel those marketers from the travel sector, with the astonishing 97% of employees to record their response experiencing greater levels of pressure in regards to customer acquisition in the year to come.
To put it simply, customer acquisition refers to the process of finding the target audience, identifying the potential customers that can be turned into real customers and convincing them to purchase the company’s goods or services. Traditionally, in the world of the travel business, the main product of which is holidays, which are considered high value, discretionary purchase, the top strategy is high-touch personal service best achieved through the use of calls and direct real-life communication. This is why human resources are so important in this sector, and it is essential to keep an eye on the latest trends in the sphere to recruit the most efficient employees.
However, one of the main struggles the travel industry is faced with is competitive differentiation. This means that in an oversaturated noisy market, it is becoming progressively more and more difficult to acquire new customers. In this highly competitive environment, enhanced by the rapidly changing preferences of the prospective customers in response to developing new technologies, a lot of the strategies and methods that used to be valid in the past are no longer to succeed in work.
Therefore, a lot of marketers within the travel industry are seeking new, altered to fit the current conditions acquisition strategies. Some of the most successful ones include the following:
In the era of social media, it is essential to keep up with the latest trends and establish direct communication with your target audience. Nowadays, people are inseparable from their accounts on Instagram, Facebook, and Twitter, so it is only wise for companies to use it to their advantage.
Researchers have collected convincing data that shows that most of the successful travel agencies have a highly-developed content marketing strategy aimed at reaching new customers via blogs online. The way in which the aforementioned blogs appeared and the form in which they were intended to exist vary from one business to another, but generally belong to one of either two categories: those blogs that were integrated with the prime product pages, and those that exist as an afterthought.
One way or another, having a social media page boosts trust levels of the targeted audience and therefore enhances brand image, leading to greater customer acquisition. It is proven that in the world with such rapid digitalization of the surroundings, people prefer to have an attractive image to be shown to them when they are looking for a product to purchase. At the same time, however, still, only a limited number of companies understand this and exploit it to the maximum. Currently, only 32% of travel agencies employ video clips as a tool to market their services.
Yet, videos are believed to be among the most entertaining content, with uploads hosted on YouTube being capable of driving significant SEO gains and therefore engendering plenty of positive engagement.
An important thing to remember is that holiday packages, by nature are perceived by customers as a valuable purchase so they want some guarantees. Therefore, 30% of the most successful travel businesses who employ the content marketing strategy using appropriately placed images of their travel experts on the website/blog in order to put a personable impression behind the company. Besides, a lot of them also have a testimonials section.
Another strategy that works well for customer acquisition within the travel industry is the loyalty travel club strategy. This one refers to offering added value to the company’s services and packages that would engender interest in this particular business. Often, such marketing programs extend beyond traveling exclusively and incorporate a number of related luxurious services to enhance customers’ experience.
Based on the fact that customers are often more loyal to the benefits they receive from a brand than the brand itself before they get caught up with a particular business, a loyalty travel club program offers initial rewards to new customers so that they would then become returning members.
Nowadays, people no longer have to memorize a lot of facts or frantically go from place to place to book themselves a perfect trip. Instead, they can access all the information they need through their mobile phones connected to the internet. An average user searches for his travel-related requests through search engines. Therefore, the SEM cost-per-click model can be a great way for a travel company into the market and can bring a number of interested customers.
Advertisements focused on matching the keywords will create a simple yet effective bridge between a wandering customer and your company.
Alternatively, a lot of companies are using the concept metasearch, since it takes into consideration the nature of the travel sector. Most people looking to book a holiday are interested in conducting preliminary research before they commit to a company they would trust with it. Therefore, they use metasearch tools to compare all the options available to them.
By conducting a marketing campaign that involves cooperation with the biggest metasearch players such as Tripadvisor, you can draw a lot of traffic, and, subsequently, acquire a plethora of new customers.
Author’s Bio: Louis Robidoux is a blogger who enjoys writing articles that are of great interest to society. After having lots of posts published on different platforms, Louis decided to create his own site deeptop10.com where he’s covering topics about food, interesting hacks and lifestyle.