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How to Build a Content Marketing Strategy for Travel Industry? 6 Proven Examples from Certified Agency

Are you tour operator? hotel or resort owner? travel destination promoters or associated with travel industry? If yes, then you might be thinking about below questions for sure.

  • What kind of travel content should i publish on travel blog?
  • How to find right topic for travel content?
  • What kind of audience looking for online travel content?
  • How to get maximum traffic on travel blog?
  • How to generate leads via blog?
  • How to make travel content viral on social media?

By end of this article, you will learn to create perfect content marketing strategy for your travel business. Yes, I am going to share my years of experience working with OLBUZ, a certified digital marketing agency specialize in promoting travel industry.

Since the emergence of technology and social media, the journey of a traveler has become quite different as compared to it used to be. Gone are the days when the travelers used to rely on guide books having outdated information or even paper maps. Now, they have the access to information across the web in the form of personal experience stories of travel bloggers, photo sharing applications like Instagram where numerous travel stories are found, vlogs managed by travel influencers, Buzzfeed or Wittyfeed guides, travel videos in YouTube and Facebook. The platforms like TheIndia that allow travelers who don’t own any blog to write about their travel experiences which indirectly helps other tourists/travelers to know about various places. National and international media houses also covers travel news which allow visitors to schedule plan accordingly.

This real-time access to travel information has dramatically transformed the way travelers plan a trip – from getting inspired to booking the ticket and hotel. Travelers also plan their trip based on upcoming festivals, International tourism day (To cover events and vlog), local or regional events (Gangor festival) and many other similar reasons. 

Each year on 18th April whole world celebrates the world heritage day. World heritage day is also known as International Day For Monuments and Sites. On this day travelers visits the national heritage sites clicks photos and videos. Check below video published by Incredible India on their Twitter account on world heritage day.

Nowadays social media has become a great place that travelers blindly trust before taking any trip. According to a report here are some interesting numbers how millennial traveler decides his/her trip and what they do during trip.

  • Around 87% of people are looking at Facebook for travel inspiration.
  • Around 97% of travelers post while traveling
  • 46% users book their trip on smartphone & tablet
  • 75% of people post once a day during trip/travelling

Well, that’s a lot of social activity. So, if you are planning for travel content marketing, you must create content in such a way so that it can be viral on social media. Only then you can make the most out of your content marketing strategy.

Here, we are going to discuss about how different travel bloggers, media house, influencers and other people crafts their travel content and how audience gets attracted towards it. This list of travel content ideas will help you to curate your content in a way which easily targets large audience base.

Top 6 Travel Content Ideas That Can Help You Become Viral

#1 Destination Specific Travel Articles

Destination specific travel articles refer to content pieces that are mainly focused on particular locations. These articles are also considered as travel guides for readers. These articles contain information such as how to visit, places to stay, things to buy, how local people are, best beaches or hill stations, local food, pub, bar etc. So how can one recognize an article as destination specific piece? Generally, the articles that mention one specific location and start with “Things to do in (location name)” or “Ultimate Guide to (location name)” are considered as destination specific articles.

If you are thinking about developing a destination specific article, you must remember one thing first that the internet is filled with such content. So to increase your content’s readability, you need to pick a unique place, put a creative twist in writing and include awesome images to attract readers stand ahead of the crowd.

An article on Malta, written by Erin Chack, was published in 2014 on Buzzfeed. After it going viral on social media, Erin got a chance to visit Malta and met top officials because the place received a huge number of tourism growth after the publication of the article.

Erin Chack mentioned the story behind this viral content where she explained how she become famous accidentally in another country. Check video here which got 5.5+ Million views.

How to find Destination Specific Travel Content + Topic Ideas

Before finding or researching about any topic you must do a proper keyword research about that topic. Suppose you want to write travel article on Kerala then first check what kind of keywords people are searching on Google. To do the keyword research you can use certain tools including Google Keyword Planner tool (Official), SEMRush, AHREFs and many more. Here i have prepared one keyword research list to write best possible content for travel niche.

In above screenshot you can see the list of keywords and average monthly searches on Google for particular keyword. I have added the heat map in search volume column to show which keyword can be good to write article.

Don’t get excited after seeing 74000 search volume for “Tourist Places in Kerala” keyword because you won’t be the first person to write article on this topic. Yes, competition is another challenge in content marketing as you need to check how many blogs are ranking on this keyword, quality of their content, backlinks of the blog and many other factors.

So, choose keyword having good search volume and low competition. After choosing the right keyword now you can prepare topic accordingly and write detailed article on it. Make sure you follow complete content marketing checklist while preparing any content.

Here are some examples about destination based article topic ideas

  • 14 Pics That Prove [Destination Name] is the Most Underrated Country of the World
  • Free Things To Do In [Destination Name] With Your Friends
  • Best Things to Buy in [Destination Name] – Don’t Miss These Souvenirs while Shopping in Kerala

#2 Top Lists Specific Travel Articles

Article, mentioning a complete list of a particular topic related to travel is another popular type of travel content. From best places to visit in particular season to best things to do in a particular location, top food items to eat to best things to buy – all these fall into the category of list specific travel articles. To make such an article work, you need to have a catchy title and some superb images.

Just have a look at the article, titled “The world’s Top 10 cities for street photography”, published in Wanderlust Travel Magazine. It talks about some popular cities around the world for street photography, but what makes it a unique and share-worthy piece of writing is some spectacular and unique photos.

In list specific articles, it doesn’t restrict to places only but one can create lists of travel photos, travel activities like paragliding, festivals, things to do, near by picnic places , food dishes and many more things.

List Specific Content + Title Ideas

  • 6 Best Places to Visit in [Place Name] During Monsoon Season
  • 10 Food Dishes One Should Must Try During [Place Name] Visit
  • 17 Unique Festivals Around the World Should be in Your Bucket List
  • Top 12 Places for Paragliding Activities in [Place Name] to Witness Breathtaking View from the Sky

#3 Travel News Articles

Travel news article is focused on the details about any latest event, summit news, activity, sports news etc., happened at a particular location. Sometimes, such articles can be brand specific and promotional. Writing aptly, such news can be viral on social media and boost huge traffic within a short amount of time.

Here is an article, published in The Independent, where a summit between President Trump and Kim Jong-un in Singapore is mentioned. How this article has become a travel piece is really interesting. This article talks about Singapore’s luxury hotel St. Regis Singapore.

Travel news is very crucial for both travel agencies and tourists. A single incident or news can affect the whole travel industry. Here are few travel news which went viral and affected travel industry positively and negatively.

  • Shimla Water Crisis during the peak season
  • Tourism in Spain increased by 32% after ZNMD movie
  • Udaipur city awarded as best city of Asia by Travel + Leisure site
  • How Will the Las Vegas Shooting Affect Tourism?
  • Best tourist places to visit after Lockdown

#4 Travel Influencer Interviews

The travel influencers are those who travel across the world, give a unique perspective to every place they travel and actively be in social media with their live stream, videos, vlogs and more. Thus they have a huge following on their social media channels like Facebook, Twitter, Instagram and Youtube. Nowadays brands try to collaborate with leading travel influencers in order to get a great incentive for people to join their tour programs. Also, they can get promotional benefit across the influencers’ social channels.

Clint Johnston, the founder at Triphackr has 200K+ followers on Instagram and many leading media houses including CNN, BBC News, Mashable, The Huffington Post and other media portal featured him. So, here if you can reach out to any Travel blogger, influencer or runs successful travel vlogging channel then just reach out to them for a quick interview or track them if they are in your city or state for quick video interview.

Here is an example of travel influencer Mr. Manish Lakhani’s interview:

If you develop such kinds of travel influencers’ interviews, you will certainly get noticed online and make your content share-worthy. We have also noticed that lot’s of Travel Niche Instagram profiles posts photos from leading traveler influencers on their feed with their mention. If any travel influencer has any issue with it than he/she can contact to remove photo and if not then they engage with them by liking or commenting on the post.

#5 Controversial & Reality Subject

Writing on controversial and reality subjects is surely an art. Because you need to follow a responsible fashion while writing on such topics so that your article does not raise your readers’ collective blood pressure and bring any negative publicity for you. Leading media houses often write about such controversial or reality subjects, related to various places. Creating rightly, such stories can give you an immediate popularity and traffic. But yes, in some ways it often shows dark sides of a matter.

In 2017, Benny Lam documented the suffocating living conditions in the subdivided flats of Hong Kong, recording the lives of these hidden communities through a series of photos. The article went viral for not so good reason.

Here are few controversial and reality travel content which went viral

  • I Took And Smuggled These Out Of North Korea – Illegal Photos Kim Doesn’t Want You To See – Bored Panda
  • 12 destinations travelers might want to avoid in 2018 – CNN

#6 Publish Travel Guide Videos

People who don’t have enough time to read detailed article about travel related guide or content then they opt to watch videos on YouTube. Yes, YouTube is game-changing platform for travel business as they can generate maximum business from it.

Many businesses from travel industry thinks that they are getting enough business via website and cold calling and don’t need YouTube platform to generate more leads. Well, If you are into travel industry then don’t make such mistake because YouTube can also generate more leads compare to website leads and cold calling.

If you are into travel business and still confused about what kind of travel content you should publish on YouTube then don’t worry here is the guide.

“Tips to Choose Best Tour Package” – You can record one detailed travel guide video about best tips to book tour package which can include best season to visit, best time to visit, what kind of places one should include in package, how to book cab, best food and popular dishes of the region etc.

Check below video posted on TheIndia YouTube channel which displays the beauty of Munnar Hill Station Kerala.

So, this way you can also record video of specific destination and publish on your YouTube channel.

Final Words

In a nutshell, the travel and tourism industry can proffer plenty of opportunities through creative content marketing activities. This sector gives you the freedom to use different types of content, all the way from persuasive photos to educational guides. If you want to harness the optimum benefits of travel content marketing, be entertaining, informative and inspiring through your stories. Be visual. Shape yourself as a go-to resource for your visitors.

So, what trick have you implemented to market your travel content? Is there any specific type of content that suits your travel brand? Do share here. I’d love to know.

13 Examples of Event-Based Email Marketing for eCommerce Business to Boost Conversion Rate

Are you an eCommerce business owner or associated with eCommerce businesses? You must check this article that will help you to plan additional revenue generation channel for your eCommerce portal.

You must be utilizing various acquisition channels like SEO (Organic result), PPC (Pay Per Click), Affiliate marketing, Email Marketing etc to drive traffic to your website. Now think about the acquisition cost! yes, every visitors count when you are spending tons of money to acquire visitors to your website.

Do you have a strategy to target visitors:

  • Who visited your website but didn’t make a purchase?
  • Who bought a product from your website but before long time!
  • Who added a product into cart but did not place an order

For eCommerce businesses, email marketing is also considered as the best medium as it gives the maximum conversion rate if you have a proper targeted list. Many eCommerce businesses still don’t know how to use email marketing in a proper way and still sends the common email to their customers which may or may not drive the proper conversions. It is an art to utilize this opportunity and if implemented properly, you can definitely generate good number of order from these audiences as well. In this article we will talk about how to use event based email marketing which opens several doors to grab conversions for your eCommerce business.

Event-based marketing or EBM refers to marketing strategies that are directed towards an event in the life of a customer. Event based marketing is very crucial in ecommerce marketing. An event can be something predictable and basic such as a birthday, an address change, a news story, a social trend, end of contract, a blog share, or the purchase of a product. It can also be something more personal and detailed such as a marriage, a pregnancy, or a large withdrawal from the customer’s bank account but in ecommerce business these events won’t be much helpful. The events that you will use as reasons or triggers to reach out to your customers will vary greatly depending on your customer base. As mentioned earlier, for ecommerce business events would be different and here is the complete guide of using various event based marketing for your business.

The benefits of event-based marketing in eCommerce

EBM focuses mainly on individual behaviors and this makes it more of a marketing pull than a marketing push. This is because customers initiate communication depending on something that they do, instead of being targets segmented or identified by marketers for a specific service or product. Event-based marketing can boost brand recognition and drive profits efficiently and quickly. It generates impressive ROI since marketers engage every customer depending on his/her actual interests or behavior instead of pushing sales promotion or marketing campaigns based on a targeted segment. Event-based marketing is usually a more personal form of advertising and can enable businesses to form personal connections with their customers. In addition, EBM is a great strategy that allows e-commerce businesses to respond to the needs of their customers at precisely the right moment.

Types of customer events to focus on

Event-based marketing begins with a variety of events in a client’s life. Ecommerce businesses need to identify meaningful events, associate with the right interaction channels and use the necessary information content to provide an optimal response and constant dialogue with every individual. Events are usually external to the individual client, but they will also trigger a precise action by the marketer. Customer events will vary greatly depending on the business. Some examples include the following

#1 Welcome after signup and after purchase

Marketers can welcome customers after they sign up and even after they make their first purchase. This can be achieved by sending a welcome email. You can also send them promotional items that are meant for new customers depending on your business, for example, a free trial follow-up from Grove below.

Or, you can send one simple welcome mail after sign up just like Berricle. Check below example.

For clients that sign up but have not yet made a purchase, a sequence of email nurture series will help to educate your customers about your brand, product, and niche. A welcome message or email should follow a service or product-centric customer activity, for example, inquiries or interactions with the business through a webpage, or mouse-clicking on specific items. Once the customer clicks on mail and visit landing page then welcome them with some good offers like below.

#2 Anniversary of first purchase

Ecommerce businesses can take advantage of the first anniversary of purchase to market their existing or new products to their customers. Reminding your clients about the purchases they made in the past may trigger them to make a new purchase, particularly if they are regular buyers. Don’t forget to send some good ecommerce promotion offers along with it.

#3 Customer’s birthday

Ecommerce businesses can use customers’ birthdays as an opportunity to make a sale or market their brand. You can send a birthday wish, printable gift cards, coupons or special offers to your customers to celebrate their big day. Many customers will remain loyal to businesses that remember personal events such as birthdays.

#4 Pre-order promotion

A pre-order promotion can be beneficial for businesses that have a growing audience because they can help you start building buzz before the actual release of your product. Brands frequently provide perks for preorders to help them get more purchases. For example, providing items or discounts on purchases available to people who pre-order at no extra cost. This strategy is used successfully in the gaming industry for new video-game preorders. Exclusive items are used to generate large preorder sales and still generate earned media around the new product launches.

#5 Refer a friend

A referral program can be an excellent way of getting new customers for your business. Most clients will readily refer their friends and family to brands that they love. Make sure that you endorse your referral program to ensure that everyone knows about it. Share it on all your social media pages and send them to your business email list.

#6 Abandoned basket

Businesses lose money whenever visitors abandon their carts without buying. Research by the Baymard Institute confirms that about 69.23% of shopping carts are abandoned. Ecommerce businesses need to address hesitations by shoppers to remind them to complete their purchase. Don’t worry you can still reach out to audience who abandoned carts.

This can be achieved by persuading them with free shipping or discounts. Craft a cart abandonment email that will entice visitors to return to their carts and remind them of what they were buying in the first place and why. Here is one such Abandoned cart email example sent by Flipkart.

#7 Almost-out-of-stock wish list

You can use a wish list reminder email to convince customers to take the final step in buying the products that they had shown interest in buying and they are now almost out of stock or selling out. This may just trigger the need for shoppers to make the final purchase. ModCloth always alerts its shoppers when products are almost selling out. This motivates customers and minimizes regret because people do not want to miss out on products they have been eyeing for a long time.

#8 Price change on wish list

If prices of products in your inventory change, you can use this opportunity to alert clients who had listed the products on their wish list. They may be motivated to make purchases, especially if you are giving great discounts or promotions.

#9 Back in stock

You can also alert your customers about products that are back in stock. KEEEN, a company that sells hiking shoes, gives its clients the option of receiving an email when their products of choice are back in stock.

#10 New color/style in previously purchased line

Clients may be interested in new styles or new colors in previously purchased products. Alerting them about the new designs or colors can trigger them to make purchases, especially if they had shown interest in the past. You can always get information by sending a customer feedback email to help you know what your customers want from existing lines. An example is the Airbnb customer feedback email template

#11 New lines in previously purchased brand/subcategory combo

If you have the ability, you can expand your product line by introducing new lines in the brands that were previously purchased. You can evaluate the market demand to determine whether a new line or subcategory is worth the cost. You can then alert customers who had purchased these products previously about the new lines or subcategories that you have introduced. If they bought these products, they may also purchase the new products.

#12 Cross-sell follow up

Cross-selling involves getting customers to purchase services or products in addition to other products that they have already purchased or have agreed to purchase, for example, complementary products and service add-ons. By using a cross-sell follow up, you can motivate your customers to make additional purchases. In Ecommerce business it’s called as product recommendations. If you have shown interest in any product or previously bought any product then ecommerce store will send you similar product recommendations.

#13 Business Anniversary Offers

Many ecommerce businesses also sends email on their business anniversary with good discount and offers. This tactic often works as most business enjoys their success on every anniversary and gives good discount to their customers.

Any changes in a specified customer event could be used as a potential opportunity to contact the customer. Since marketers set the rules, they should choose event opportunities that perfectly suit the strategy and objectives of their business. After implementing event-based marketing strategies, you need to closely monitor them. This will help you in determining their effectiveness and also making necessary adjustments. Furthermore, this data will be useful in the future as you will eliminate guesswork when implementing new strategies for reaching out to your target market. Transform your business today by harnessing the immense benefits of event-based marketing.

5 Easy Tips of How to Write Product Description to Boost E-Commerce Conversion

Are you an ecommerce business owner? Are your product descriptions persuasive enough?

Do your product descriptions transform visitors into consumers? Or do they just offer information about your products?

The biggest and most common blunder most copywriters often make is describing services or products rather than selling those with descriptions to their target audience.

So, can you really sell your product or service through description? Well, of course you can. What you should do is create compelling, attractive and persuasive descriptions for the items you sell.

In Ecommerce Marketing product description is one of the main factors along with product images & call to action. Today, I will discuss here five effective ways to write product descriptions that can actually sell your products. But before diving into that, let’s talk about first what actually a product description is and what fundamentals are behind it.

The Basics of Product Descriptions

According to Business Dictionary, product descriptions define as –

“Consumer’s view of a product that includes its benefits, form, presentation, price, purpose, etc.”

An ecommerce store is considered as a virtual place where consumers cannot touch or feel a product. If a consumer goes to a brick and mortar store and has any question about a particular product’s features, there are salesmen who can assist that consumer. But when it comes to ecommerce store, your savior can only be the product description. It is the most important factor when it comes to making people buy your product. A bad product description potentially turns a visitor away from being a customer.

Let’s have a look what makes a product description good and bad.

How a Good Product Description Differs from a Bad Product Description

Do you always need to be fancy to make a product description “good”? Well, of course not. As long as it explains what actually your product is and why somebody should buy it, it will be good to go. The most important factor is that a product description should be self-explanatory.

Just have a look at this product description by Lululemon .

simple-ecommerce-product-description

After reading this one-liner product description, anybody can understand what this product is and who it is for. Though it has not gone into too much of detail, it surely explains that the product is a “soft lightweight crew” and it is for those who want comfortable clothes to use every day.  Usually, the selling factors of this kind of clothes are image quality (which seems good here), price, available colors, and sizes. All of these things are present here. So the text here is less important.

Even though it is not a detailed copy, it is a good product description.

Now let’s have a look at another product.

decathelon-product-descriptionCan you understand everything about this product by just looking at it? You could probably guess. So, here’s have a look at its description.

decathelon-product-description-detailsAlso, there are separate sections, describing advantage, technical information, features, technology and storing tips in detail about this product on its respective page.

This company has done a great job by writing a product description that clearly explains what the product does, how it adds benefits and other relevant information.

Both of the above product descriptions have achieved the same goal, giving consumers what they seek information about – nothing more, nothing less.

On the other hand, a bad product description does exactly opposite of that. If a consumer still has questions and confusions about a product even after going through its description, then my friend, it is surely a bad product description. Hope, you will not like to develop a bad description for your product.

Here are 5 surefire ways that will increase your ecommerce business conversion without any doubt.

#1 Have a Defined Buyer Persona

The roadmap for creating a good product description starts with defining the right buyer persona. When you sell a product, be it online or offline, you must keep your buyers in mind. Especially for online businesses, giving importance to buyer persona is one of the most crucial selling strategies.

Firstly, you need to have complete clarity about your customers; whether they are buying for themselves or somebody else, or any wholesale purpose. Then you need to keep in mind a few things, such as –

  • Demographic
  • Gender
  • Age
  • Interest
  • Level of education or income
  • Language

Once you are clear about these things you can target the right audience and write a product description that can attract “your kind” of audience.

#2 Explain the Features of a Product along with the Advantages of Buying It

When you manufacture or sell a product, you focus on its features and want to grab the attention of your customers by highlighting those features. But is highlighting a product’s features enough to grab a potential buyer’s attention? The answer is a big resounding No. The way you get excited about your product specifications, a buyer may not feel the same. Always a buyer sees in a product how that gives benefit to him or her. Thus besides explaining a product’s specifications, you need to explain how each specification can benefit the customers.

Method has done the exact same thing with its product, let’s have a look at one of their hand wash products.

 

Other than describing what this handwash contains and its additional features, Method explains that the product can make a user’s hand clean, soft and supple in a biodegradable way. And that is what any customer will have interest on.

So, develop a product description in such a way that tells all your customers how the product can make them happy. The more you will touch the personal chord of your audience through your product, the better ROI you can achieve.

#3 Use Bullet Points or Categorize the Whole Thing into Separate Sections with Headings to Create Scannability

In today’s age, there are only a few people read everything they find online. Rest try to find the most important details first. So, to make your product description easier to read or rather say scannable, integrate bullet points in it. They deliver a clear and concise way to showcase the most important information.

Here is a great product description that uses bullet points to highlight features.

ecommerce-bullet-point-description

 #4 Don’t Avoid the Power of Superlatives & Influential Words in Your Copy

Using influential words, such as superlatives, adjectives etc. can make your product description convert. Do you know what these influential words are? Kevan Lee in one of his pdupliosts shared the ultimate list of words and phrases that convert, which includes words like suddenly, sensational, now, remarkable and many more. But including such words without justifying them may seem insincere to your audience. If your product is really the most advanced or the best, give particular proof why this is the scenario. Otherwise, tone your copy down or share your customers reviews that include your product is the most wonderful they have ever used.

#5 Make Sure Your Copy is Search Engine Friendly

The last but not the least, give importance to search engine optimization while creating your product description. Just make sure there shouldn’t be any duplicate content for the product. If you hires any content writer than guide them to use proper content and don’t copy from elsewhere. The words you use in a copy are not only for swaying your audience but also for optimizing the entire description for search engines. However, if you have already created your buyer persona and written product descriptions focusing that, using specific words and phrases that your buyer persona uses, then you have already optimized your product descriptions for search engines.

Furthermore, let me share some quick tips that will help you make your product copy more search engine friendly.

  • Avoid using jargons unless your audience uses them
  • Do proper keyword research using various tools and use them in product description
  • Use long tail keywords, or rather say key phrases, in headline, subheading, and body text.
  • Use Alt tag to optimize the product images

Remember, write your product descriptions keeping your readers in mind and optimize it for search engines.

Conclusion

A product description either make or break conversion of ecommerce business. Thus taking care of every minute detail of making a great product description is highly needed. Make sure that the product descriptions have been written for your buyer persona in a scannable format utilizing the apt tone. And don’t avoid optimizing them for search engines.

So, is there any ecommerce challenge you have faced while developing product description? Do share if any. If there is any secret of writing awesome product description you want to reveal, share it in the comment section. We’d love to know.

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