Marketing To Gen Z | Tips and Strategies to Appeal to Generation Z
Welcome Millennials and Gen X-ers – the generations that grew up with Disco, The Breakfast Club, and Payphones but still have no idea what ‘cheugy’ means.
This blog is for you.
Growth and evolution go hand in hand, especially in marketing. Thus, every brand needs to understand how to appeal to perhaps the most elusive generation to date; Generation Z.
With strong opinions, a vast amount of different interests, and a deep quest for social justice, Generation Z can be a tough market. But don’t worry; in this guide, we will go over who Gen Z is and our top strategies to gain their support.
Who is Gen Z?
Gen Z is the most unprecedented generation to date. Born between 1997 and 2012, these ‘zoomers,’ as often referred to, have been raised by the internet and Disney Channel, allowing them to be independent thinkers and tech-savvy individuals.
Despite what previous generations have to say, Gen Zers are not ‘lazy’ or ‘entitled.’ In fact, they are on track to be the most entrepreneurial and educated generation in America. Historically, they are also the most racially diverse, as only 52% are non-Hispanic white, which is significantly lower than statistics reported in 2002 (61%).
Even though they have a lot of similarities to Millenials (people born between 1981 -1996), they stand out in many major categories. For example, Gen Z is more practical and self-focused than the idealistic, community-oriented Millennials. Additionally, Gen Z is more likely to be politically engaged than Millennials, with a greater emphasis on activism and social change (more on this later).
These characteristics are key to understanding how to directly market to this population, which, according to research, has about $360 billion in disposable income.
So, how do you appeal to Gen Z? Let’s get into it.
Tap Into Influencer Marketing
Influencer marketing is the newest wave of marketing that has quickly become one of the most successful. What started on Youtube with OG influencers like Jackie Aina and PewDiePie, has slid over to platforms like Instagram and TikTok.
About 62% of Gen Z make purchases through social media. Social media purchases are so powerful that there’s even a trend on Tiktok where content creators show things “TikTok made them buy”. Gen Z is nothing if not self-aware.
This effective mode of ethos even translates to the Tourism and Adventure Activities Industry. Forbes reported that “Millennials and Generation Z are more likely to pick a travel destination and activities based on what their peers share online over branded travel ads.”
But how can you apply influencer marketing to your business? Glad you asked.
While macro-influencers like Emma Chamberlain and Charli D’Amelio may be a bit out of budget and, quite frankly, hard to reach, there are plenty of micro-influencers who may be easier to work with. We recommend contacting your local niche micro-influencers in your area first. But remember, just because they have a nice-sized following doesn’t mean they are the right fit for your business. Be sure to assess aspects such as their values and current audience before implementing them in your campaign.
Start Practicing Those TikTok Dances
We are kidding. Kinda.
There’s absolutely no way around it. If you want to appeal to Gen Z, you will need to join the other 1.4 Billion users on TikTok. It is estimated that Gen Z and Millennials spend an average of 24-48 hours a month on the formally Musical.ly platform.
While you don’t have to stay up to date with the latest dance trends (though it’s hard not to), video content is the best form of media to capture Gen Zers, especially short-form video content. This is because this generation wants information, and they want it fast. We know video content can be overwhelming to try to navigate. If you are not sure where to even begin, get in contact with us. We’d love to discuss and strategize a social media plan that will work for your organization.
To Talk The Talk, You Gotta Walk The Walk
To reach someone, you’ve got to be able to speak their language. Or at least know key phrases like “please and thank you” and “where’s the bathroom.” Nevertheless, with everything regarding Gen Z, authenticity is crucial. They can spot a fake quickly, so don’t jump the gun and start utilizing random words you don’t understand.
We encourage you to study your audience as best you can; we guarantee you’ll catch the lingo over time. But perhaps the best way to speak Gen Z is to hire someone who’s fluent. Consider hiring a Gen Z marketer who can likely help you “big slay.”
Allyship Over Performative Activism
If you take nothing else from this post (which we sure hope isn’t the case), please listen, and listen closely. At their core, Gen Zers are “self-driver [s] who deeply care about others, strive for a diverse community, [and] are highly collaborative and social, valu[ing] flexibility, relevance, authenticity” (Standford). Meaning they value allyship over performative activism. This generation cares about social issues ranging from climate control to gun reform and everything in between. They want to align themselves with brands that care about the world as they do and are quick to block organizations that fail to make a stance or are tone-deaf. To avoid having to crawl out of the pits of cancel culture, make sure to always be authentic. We go a bit further into depth on this in one of our latest whitepapers, which you can download for free, so be sure to check it out.
And That’s A Wrap
Gen Z is a diverse and socially conscious generation that values authenticity, inclusivity, and individuality. So, the best way to reach them is to, overall, try to relate to them as humans. By adapting your strategies to the preferences and needs of this generation, you’ll capture their attention in no time. At AAMP, we are a full-service marketing agency dedicated to helping you and your business grow. We aim to boost the foot traffic to your establishment, and we have the expertise to achieve it. Our team aims to promote your brand by devising tailored marketing strategies, crafting a website that generates leads effortlessly, and providing a range of additional services. We are committed to narrating your unique story to attract potential customers. If you are ready to take your business to the next level, we’d love to chat– we’ll even send you some sweet swag for investing your time with us!
For centuries, Black Americans have shaped and influenced our culture. They’ve graciously walked into hostile rooms and, if they weren’t granted entry, created their own. No matter where you look, the extensive contributions that Black men and women have made can be seen all around us. Despite the fact that the marketing industry is 66% White and only 5% Black, this industry is no different. Here is a look at a few of the most influential leaders in marketing and the lessons we can learn from them.
Madam CJ Walker
Exclusion Punishes Everyone
There is not a Black woman on this planet that isn’t eternally grateful for Madam CJ Walker. In the height of the Jim Crow, the post-civil war era in which a series of heavily racially discriminatory laws aimed to dehumanize and disenfranchise newly ‘freed’ African Americans, Walker persisted and proved herself to be not only an influential entrepreneur but a master marketer.
What started as a remedy to cure her own hair loss turned into a million-dollar corporation and ignited a movement. From containing the map to freedom to serving as a medium of self-expression, Black hair is and will always be important to Black culture. And back then, Madam CJ Walker deeply understood this.
Determined to market a product that aimed to accentuate Black beauty, not erase it, Walker sold her homemade hair care directly to the excluded community of Black women, using a personal approach that won her loyal consumers. This strategy, which was ahead of its time, teaches us today that appealing to communities with authenticity always pays off in the long run.
John H. Johnson
Tell Your Story
As marketers, we all understand the power of storytelling. But perhaps, no one understood that more than John H. Johnson. Johnson’s use of providing a space where marginalized communities can find refuge made him the most influential African American publisher in American history.
During the 1950s oppressive reign of white supremacy, valuable Black representation was extremely scarce. As a result, Johnson set out to create Ebony and Jet, the United States’ first monthly and weekly magazines geared towards the Black community. Both publications feature content such as celebrity news, fashion, politics, and other aspects important to Black culture.
While Ebony and Jet, for the most part, maintain a positive tone today, back then, Johnson made it a point to respond to critical social issues. In fact, his most notable issue of Jet was in 1955 when he published a picture of young Emmett Till’s body after it had arrived in Chicago from Mississippi. The brave decision of Till’s mother to have an open casket allowed media outlets like Johnson to produce “probably one of the greatest media products in the last 40 or 50 years,” as said by former Congressman Charles Diggs.
The brutal photo of Till’s body after his unjust murder was a punch in the gut for the entire nation, one that Johnson didn’t flinch from. His commitment to giving a voice to the Black community without holding back from social issues is something we all can learn from today.
Robin Beaman
Shoot For The Stars, Then Conquer The Galaxy
If you look up the definition of the word boss, right next to the picture of Beyoncé, you’ll find a photo of Robin Beaman. With an array of accolades from now to the next millennia, surprisingly, that is not the most impressive thing about Beaman. Her willingness to aim high without fear and achieve the goals she set out to proves that with tenacity and determination, you can do anything.
After becoming the director of public relations at The Capital Children’s Museum in Washington, D.C., Beaman accepted a role with a then-start-up Black Entertainment Television (BET). With her hard work and keen expertise in communicating directly to audiences lacking authentic representation in film and television, she was able to help transform BET into the incredible powerhouse that it is today. And as if that wasn’t enough, Beaman then set her sights on working with the incomparable Oprah Winfrey. Which she did for many years as their manager for national and international publicity and organizer of community engagement and special events for “The Oprah Winfrey Show.”
Now, still fueled by a ferocious ambition, Beaman is the CEO and Founder of her own strategic communications firm, Beaman Inc., which is home to big-name clients like Revlon, HBO, United Airlines, and The White House. To this day, Robin Beaman inspires us never to stop aiming high.
Bozoma Saint John
Think Often, and Think Boldly
We cannot talk about leaders in marketing without mentioning the remarkable Bozoma Saint John. With over 20 years of experience across multiple industries, including fashion, sports, and entertainment, Bozoma has proven herself to be one of the most effective marketers of any generation.
As a champion of innovation and creativity, Bozoma has had huge success with major brands such as Netflix, Pepsi, Apple, and Uber. Before her time at Netflix, she served as the Chief Brand Officer at Uber and at Apple; as the Head of Global Consumer Marketing, she built and launched Apple Music, as well as spearheaded campaigns geared toward growing consumer brand recognition, loyalty, and equity across the globe.
Today, she has rightfully earned her place as a member of the Billboard Hall of Fame, the American Advertising Federation Hall of Achievement, and the American Marketing Association Hall of Fame. Bozoma Saint John is a testimony that sings the positive effects unlimited creativity brings.
Kim L. Hunter
If There Are No Seats At The Table, Build Your Own Table
Owner of the multimillion-dollar marketing communications agency, Lagrant Communications, Kim L. Hunter, is a true legend in the marketing industry. With over 30 years of experience with companies such as American Airlines, Walmart, Starbucks, and plenty more, Hunter has shown that hard work pays off. But perhaps his most honorable attribute is his commitment to others.
When Hunter noticed a lack of diversity in his industry, as there is in most, he forged a campaign to solve this issue. As a result, he founded his own marketing communications agency that prides itself on belong inclusive and specializes in the Hispanic, African American, and LGBTQIA+ consumer markets.
The CEO takes his commitment to others outside of his firm. Hunter frequently speaks to the youth and the next generation of marketers, challenging them to create their own lane if there is no space for them in the current one.
Progress Is a Continual Effort
In 2023, we’d like to think that we are well on our way to social progress – and in some ways, we are. However, there is still much that needs to be done in our march toward equality in all fields. And it all begins with accepting our history, no matter how difficult or uncomfortable, and being willing to make room for different voices. At AAMP Agency, we value inclusiveness and look to the pioneers, both past and present, who have altered the marketing, advertising, and media industries with fearlessness and courage.
5 Things Your Tourism Business Should Do During COVID-19 Pandemic
The COVID-19 pandemic has affected the tourism and travel industry greatly and swiftly.
In a matter of months, tourism businesses have seen last-minute cancellations, travel bans, quarantines and more across the globe. While these are trying times, at AAMP Agency we want to help businesses like yours to the best of our abilities. During this lull in the tourism industry, we suggest taking this time to re-evaluate your marketing tactics and digital presence. To help your business succeed, we’ve gathered our top 5 things your tourism business should do during COVID-19.
Does your website not have an online booking feature? Does it rank poorly on search engines? Does it have broken images and links? With the lull in activity that the tourism industry is experiencing, now is the time to fix your website. Having a well-designed and functioning website will help capture viewers’ attention and convert them into bookers. So how do you accomplish this? First, find yourself a top-notch developer with an extensive portfolio. Next, keep the following in mind as you build your new website:
• Does it have a personality?
What makes your tour or destination different from all of the others? On your website, give insight into what makes you different! Aim to create excitement about your business, and don’t rely on the name of your tour to entice customers. Include descriptions with intriguing text and information!
• Does it have a beautiful design & consistent theme?
While we suggest keeping it simple enough for easy reading, always add videos, graphics, or images to help spice up your website and make your business stand out. Also, ensure that your theme and branding always stay consistent! Consistency is key in all of your marketing efforts, from branding to social media, and yes – to your website.
• Is your message about what your business offers clearly stated?
The moment a potential customer visits your website, they should be able to understand what your business is and what it offers right from the start. Web visitors back out of a site very quickly, so if they have to search for information, your chances of losing them as a customer increase exponentially.
• Does your site load quickly?
You should be reviewing out how fast your website loads, and on different devices! If it’s taking too long to load, if buttons or images appear out of alignment, etc., it will make it difficult for a visitor to learn more about your business.
• Is your website responsive?
A responsive site means that the website can shrink or expand to the size of the screen it is being viewed on. An estimate of 48% of travelers make their bookings online according to Geo Marketing, so your site must be responsive to ensure it is user-friendly.
• Does it function the way your business needs it to? (Online booking feature etc.)
While your website may look beautiful, does it function well? Do all buttons, links, and pages work properly? Are there clear calls to action? Do you have an online booking option implemented with software such as PeekPro or Fareharbor? If your website doesn’t function properly because you prioritized design over function, your visitors will notice and take their business elsewhere.
2. Implement Tracking
Start Tracking Website Traffic
Use a program to track your website and even your competitors, and see where traffic is coming from. Having this information will ensure that you are creating effective targeted ads and that your message is being sent to the right audience.
Track Keywords
By gathering information on ranking keywords, you can utilize that information for your search engine optimization (SEO) tactics.
Track Phone Calls
By implementing call tracking, your business can track ROI, understand customer habits, and get a better understanding of your customer demographics. Check out this blog to learn more.
3. Search Engine Optimization (SEO)
Search Engine Optimization (aka SEO) means that a top search engine (Google or Bing) analyzes your website to determine if itʼs authentic, user-friendly, and meets their standards. From there, the search engine gives your website a ranking, which affects where your website shows up when a potential customer searches a relatable term. To help ensure that your website ranks well, you need to do a few things.
• Have a functioning & credible website • Include a few high-ranking keywords in your site copy • Ensure that all images have titles & alt-tags • Ensure each page of your website has a unique title & meta-description • Build backlinks for your website by having it linked to other credible sites such as popular blogs, local directories, etc.
4. Re-Targeting
Start Tracking Website Traffic
Re-targeting is a digital marketing strategy that helps convert online window shoppers into actual buyers. The first time a potential customer visits your website, there is only an 8% chance that they will book or purchase something. By implementing a re-targeting strategy, you can potentially reach the other 92% and convert sales. To start re-targeting ads you must do the following:
• Set up a Pixel
A pixel is a snippet of code implemented on your website to gather information on the site visitor. It gathers information such as what product they’re interested in.
• Create Awesome Ads
The next step is to create eye-catching ads, and don’t forget the call to action (CTA)!
• Launch The Campaigns
Now that you’ve got the ads created and the Pixel implemented, now is when you launch your marketing campaigns. You’ll need to choose the right platform, a budget that suits your business, and ensure that your ads are targeted to the right audience to be effective.
• Drive Traffic To Your Site
The last step is to continue driving traffic to your website. You can do this with social media and Google Ad campaigns, organic social media posts, blogs, directories, and more.
5. Reach Your Audience
During these challenging times, continue to build your brand awareness with consistent posting across social media platforms. To keep your business at the front of potential customers’ minds, try to create engaging and relevant posts. Also by using social media as a marketing strategy, businesses can identify and reach their ideal audience. Your social media strategy during this time should include:
• Consistent & relevant posting• Consistent branding across all social media platforms• Properly targeting your ads by…
Location
It allows you to target people based on where they are. Since most are not traveling during this time, try attracting locals to your business.
By interest
Interest targeting helps target potential customers based on what they like or what they want.
Connection
When creating target ads on Facebook, you can choose to target audiences based on whether they are or are not following your page. This can help reach new people or building brand awareness with people who are already familiar with your business.
Demographic
Demographic targeting lets you select your ad audience based on age, gender, education level and more. You can utilize this tool to be more specific in your targeting efforts.
Behavior
Behavioral targeting will allow you to reach people who have taken a specific action in the past such as purchasing certain products or using certain devices.
In Conclusion
COVID-19 is expected to cause the travel industry to lose $10 billion, and cities, states, and countries across the globe are implementing quarantine & lockdowns. There is no doubt that those in the tourism industry will be facing a challenge, but at AAMP Agency it is our mission to help your business navigate through these stressful times. During this lull in the tourism industry, we strongly urge you to take the time to reflect on your businesses marketing tactics and digital presence. Start fixing what is broken now so that when the industry recovers, your business can be successful and grow.
For website builds, graphics, ads, and all of your digital marketing needs, AAMP Agency is here to help. Contact us today to get started.
Due to the COVID-19 pandemic, we have seen devastating effects on the tourism industry. From travel bans to phased re-openings of states & countries, there is no doubt that the tourism and travel industry has been taking a major hit. However, as we start to see destinations and business slowly and cautiously re-open, we can see the light at the end of the tunnel. It might be a while before the travel industry is fully-recovered and booming again, so one thing that tourism businesses, attractions, and destinations can do to help supplement any revenue loss is to start attracting locals and creating services or tours that cater to their wants and needs. How do you change your marketing strategy? Keep reading for our brief tips on how to change your marketing strategy to attract locals.
1) Re-Adjust Your Message
Take the time to understand your market, and where their concerns are. There is a growing concern and anxiety over the virus. Customers appreciate transparency, so change your tone to be more empathetic of the situation. Ensure that your message discusses what your business is doing to do its best to keep your customers safe and healthy.
2) Local Promotions
Local promotions and discounts are a tried-and-true method of bringing in local customers, as well as encouraging them to share your business with their friends, families, and colleagues.
3) Market As A Staycation
Customers are wary of traveling out of the county, much less out of state! Begin to market your business as a staycation or a nice little getaway to help your community de-stress and take a break from worrying about the pandemic.
4) Change Your Targeting
It may take creating a few new ads, but well worth it. Ensure that your digital marketing ads are set to target your local areas and the right audience for your message. Another note, “local area” doesn’t just mean the city you are located in, it could even go as far as targeting your entire state or small country. It is dependent on your ad budget and objective. If you are not running ads, we highly suggest you start right now and we’re here to help.
5) Partner With Other Businesses
Your tourism business or activity is not alone! Consider coming together to create a campaign that will help address the anxiety in your community, and to help encourage local tourism.
6) Keywords & Locations
Everything you post or put on your website, you should include your location and keywords that rank best for your business. This will help your business in the world of SEO, and help your business be discovered by those searching for something fun to do in your area. Creating and implementing a great SEO strategy can be daunting and intimidating, so if you have any questions about determining your keywords and how to leverage them, contact us at AAMP Agency.
As you can see, local digital marketing isn’t just about one thing or one way, it’s a combination of utilizing different tools, providing relatable content, and implementing different marketing tactics. At AAMP Agency, we can continue down this rabbit hole all day and dive further into digital marketing for your tourism business, but we know you’ve got better things to do! So, for questions or comments, contact the adventure & activity marketing pros today!
The COVID-19 pandemic has proven to be a challenge for businesses across the globe. While it may feel like everything has slowed down, that doesn't mean that your tourism business, attraction, or destination has to stop building brand awareness and marketing. Eventually, we will all recover and resume operating normally. At AAMP Agency, we're the activity & marketing pros, and we want to help your business continue to grow during this time as well as prepare for when COVID-19 restrictions are lifted in your area. Keep reading to find out how to market your tourism business after the COVID-19 pandemic.
1. Don't Stop Your Marketing Campaigns
When tourism businesses across the globe are halting or changing operations to slow the spread of the COVID-19 virus, it may seem like a quick way to save your business money is to cut all marketing campaigns and budgets. We advise against this because by doing so, you are halting your brand awareness during a time where consumers are online & scrolling through news feeds the most. What we do suggest is that you pivot and readjust your marketing campaigns. Change the tone to be more empathetic & understanding during these stressful times, change your targeting, and even lower your budgeting if need be.
2. Maintain Brand Awareness With Social Media
Continue to maintain your brand with consistent posts on your social media pages. During this time, it may be difficult to gather new content so we recommend taking advantage of reposting user-generated content, incorporating throwbacks, and sharing relevant information.
3. Try To Reschedule
If your tourism business or attraction is accepting bookings but is dealing with last-minute cancellations, try to retain your customers by offering to reschedule. We've written a whole blog about dealing with last-minute cancellations, so check that out here.
4. Self-Guided Or Small Group Tours
The Centers for Disease Control recommends social distancing and gatherings to be less than 10 people. In the tourism industry, we can expect to see consumers wary of large group activities. While creating and focusing on self-guided or small group tours may take some logistical work for your business, these types of tours help limit contact and will appeal to cautious travelers.
5. Promote Local Travel
The travel industry has come to a screeching halt in just a matter of a few months. During this time, a good option is to look closer to home and develop tours that will cater to the locals in your area! Even during a time where there is no crisis, it will still remain as a way for your business to generate extra revenue.
6. Market As A Staycation
Throughout 2020, it is expected that many travelers will avoid traveling abroad and some travelers may not even have the opportunity to travel abroad due to travel restrictions. Because of this, we expect to see an increase in consumers wanting to still feel like they've had a "getaway" but still remain within their area. Once it is safe, local activities and guest houses will be in demand, which is why we suggest investing in promoting local travel now!
7. Early Bird Offers
There is no set date to when it will be safe to resume normal operations, however, we can expect to see travelers making plans for early 2021. Now is a good time to offer early bird offers for later in the year, or even 2021 to start generating a line of revenue.
8. Focus On Fixing What Is Broken
If during this time, your tourism business can only prioritize one thing, we suggest fixing anything that is broken. Create a new site with an optimized booking flow, take this time to create original & engaging ads, re-visit your content strategy, and more. We've written a guide on what tourism businesses should do during the COVD-19 pandemic, so check it out here.
This pandemic and how it has affected businesses is constantly changing, and at AAMP agency we are following the pandemic closely to help tourism businesses, attractions, and destinations around the world continue growing their business during this challenging time. If you have any questions or need help with your digital marketing, the team at AAMP Agency is ready to help! Contact us today.
5 Things Your Tourism Business Should Do During COVID-19 Pandemic
The COVID-19 pandemic has affected the tourism and travel industry greatly and swiftly.
In a matter of months, tourism businesses have seen last-minute cancellations, travel bans, quarantines and more across the globe. While these are trying times, at AAMP Agency we want to help businesses like yours to the best of our abilities. During this lull in the tourism industry, we suggest taking this time to re-evaluate your marketing tactics and digital presence. To help your business succeed, we’ve gathered our top 5 things your tourism business should do during COVID-19.
Does your website not have an online booking feature? Does it rank poorly on search engines? Does it have broken images and links? With the lull in activity that the tourism industry is experiencing, now is the time to fix your website. Having a well-designed and functioning website will help capture viewers’ attention and convert them into bookers. So how do you accomplish this? First, find yourself a top-notch developer with an extensive portfolio. Next, keep the following in mind as you build your new website:
• Does it have a personality?
What makes your tour or destination different from all of the others? On your website, give insight into what makes you different! Aim to create excitement about your business, and don’t rely on the name of your tour to entice customers. Include descriptions with intriguing text and information!
• Does it have a beautiful design & consistent theme?
While we suggest keeping it simple enough for easy reading, always add videos, graphics, or images to help spice up your website and make your business stand out. Also, ensure that your theme and branding always stay consistent! Consistency is key in all of your marketing efforts, from branding to social media, and yes – to your website.
• Is your message about what your business offers clearly stated?
The moment a potential customer visits your website, they should be able to understand what your business is and what it offers right from the start. Web visitors back out of a site very quickly, so if they have to search for information, your chances of losing them as a customer increase exponentially.
• Does your site load quickly?
You should be reviewing out how fast your website loads, and on different devices! If it’s taking too long to load, if buttons or images appear out of alignment, etc., it will make it difficult for a visitor to learn more about your business.
• Is your website responsive?
A responsive site means that the website can shrink or expand to the size of the screen it is being viewed on. An estimate of 48% of travelers make their bookings online according to Geo Marketing, so your site must be responsive to ensure it is user-friendly.
• Does it function the way your business needs it to? (Online booking feature etc.)
While your website may look beautiful, does it function well? Do all buttons, links, and pages work properly? Are there clear calls to action? Do you have an online booking option implemented with software such as PeekPro or Fareharbor? If your website doesn’t function properly because you prioritized design over function, your visitors will notice and take their business elsewhere.
2. Implement Tracking
Start Tracking Website Traffic
Use a program to track your website and even your competitors, and see where traffic is coming from. Having this information will ensure that you are creating effective targeted ads and that your message is being sent to the right audience.
Track Keywords
By gathering information on ranking keywords, you can utilize that information for your search engine optimization (SEO) tactics.
Track Phone Calls
By implementing call tracking, your business can track ROI, understand customer habits, and get a better understanding of your customer demographics. Check out this blog to learn more.
3. Search Engine Optimization (SEO)
Search Engine Optimization (aka SEO) means that a top search engine (Google or Bing) analyzes your website to determine if itʼs authentic, user-friendly, and meets their standards. From there, the search engine gives your website a ranking, which affects where your website shows up when a potential customer searches a relatable term. To help ensure that your website ranks well, you need to do a few things.
• Have a functioning & credible website
• Include a few high-ranking keywords in your site copy
• Ensure that all images have titles & alt-tags
• Ensure each page of your website has a unique title & meta-description
• Build backlinks for your website by having it linked to other credible sites such as popular blogs, local directories, etc.
4. Re-Targeting
Start Tracking Website Traffic
Re-targeting is a digital marketing strategy that helps convert online window shoppers into actual buyers. The first time a potential customer visits your website, there is only an 8% chance that they will book or purchase something. By implementing a re-targeting strategy, you can potentially reach the other 92% and convert sales. To start re-targeting ads you must do the following:
• Set up a Pixel
A pixel is a snippet of code implemented on your website to gather information on the site visitor. It gathers information such as what product they’re interested in.
• Create Awesome Ads
The next step is to create eye-catching ads, and don’t forget the call to action (CTA)!
• Launch The Campaigns
Now that you’ve got the ads created and the Pixel implemented, now is when you launch your marketing campaigns. You’ll need to choose the right platform, a budget that suits your business, and ensure that your ads are targeted to the right audience to be effective.
• Drive Traffic To Your Site
The last step is to continue driving traffic to your website. You can do this with social media and Google Ad campaigns, organic social media posts, blogs, directories, and more.
5. Reach Your Audience
During these challenging times, continue to build your brand awareness with consistent posting across social media platforms. To keep your business at the front of potential customers’ minds, try to create engaging and relevant posts. Also by using social media as a marketing strategy, businesses can identify and reach their ideal audience. Your social media strategy during this time should include:
• Consistent & relevant posting
• Consistent branding across all social media platforms
• Properly targeting your ads by…
Location It allows you to target people based on where they are. Since most are not traveling during this time, try attracting locals to your business.
By interest Interest targeting helps target potential customers based on what they like or what they want.
Connection When creating target ads on Facebook, you can choose to target audiences based on whether they are or are not following your page. This can help reach new people or building brand awareness with people who are already familiar with your business.
Demographic Demographic targeting lets you select your ad audience based on age, gender, education level and more. You can utilize this tool to be more specific in your targeting efforts.
Behavior Behavioral targeting will allow you to reach people who have taken a specific action in the past such as purchasing certain products or using certain devices.
In Conclusion
COVID-19 is expected to cause the travel industry to lose $10 billion, and cities, states, and countries across the globe are implementing quarantine & lockdowns. There is no doubt that those in the tourism industry will be facing a challenge, but at AAMP Agency it is our mission to help your business navigate through these stressful times. During this lull in the tourism industry, we strongly urge you to take the time to reflect on your businesses marketing tactics and digital presence. Start fixing what is broken now so that when the industry recovers, your business can be successful and grow.
For website builds, graphics, ads, and all of your digital marketing needs, AAMP Agency is here to help. Contact us today to get started.
