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  • Posted on 29 July 2014

Inbound Marketing and tourism: the valorisation of destinations through content to boost e-commerce

Internet users need to compare, evaluate, be thrilled, confront opinions and explore all aspects of a destination before considering it: all studies on digital usage prove it; the consultation of information sources is multiplying.

Following to that permanent user benchmark, we have developed an offer dedicated to tourism operators, no matter their size, that will allow them to spread some rich and varied content, increasing the value of their touristic offering.

Developing rich and varied content is the very foundation of inbound marketing, aiming at naturally attracting potential clients, seducing them so that your offer becomes their preference, convincing them to become clients first and later unconditional ambassadors of your brand.

Developing rich and diverse content also means gaining in relevance and visibility and offering internet users a real “narrative and social” experience around the touristic offer. That approach also allows increasing visibility, as it injects genuine content right at the heart of search engines, while flawlessly complying with new rules set by web giants such as Google and Facebook.

The success of a content strategy relies on the usage of key inbound marketing skills:

1. Study and control the web environment

2. Secure an excellent technical SEO foundation

3. Produce stimulating and relevant content

4. Put that content live on efficient interfaces

5. Spread your stories and make them stand out

6. Analyse in real time and optimise

The ability to properly handle these steps leads to a successful inbound marketing strategy and brings multiple benefits:

1) Creation of a brand preference

The goal is to comfort your prospective clients, to feed them with rich information and to provide brilliant and eloquent answers in a trans-media and multi-device environment.

The keys of success:

  • Telling inspiring stories
  • Lean on real life experiences
  • Convince using visual content
  • Provide native multi-screen support (Responsive Design)

To be taken into account:

  • Mobile to Store
  • Web to Store
  • Multichannel strategy

2) Improve SEO and reach

Produce some quality content to ensure it gets thoroughly fetched by search engines and shared on social networks.

The keys of success:

  • Shine on social networks
  • Seduce opinion makers and get links from them
  • Optimise a semantic field and get positions on the long tail

To be taken into account:

  • Hummingbirds: the semantic web is a reality
  • Semantic fields // thematic Cocoon
  • Zebra and Google+: Taking into account the social impact of a brand
  • The traffic generated from Facebook

3) Increase conversion rate and loyalty

Stick to the logics of Lean Marketing and AB testing. Collect data in real time, do the required adjustments in order to increase conversion rate.

The keys of success:

  • An ability to react in real time on the website
  • A sensitivity to user experience
  • An accurate configuration of the analytics tools

To be taken into account:

  • Landing Page: a lenient alchemy (product + content + UX)
  • From content to product // from product to content
  • Conversion tunnel by email

Inbound marketing strategies can be rolled out on all industries, beyond tourism. Inbound marketing is a bit like returning to fundamental values of communication. Beyond advertisement and direct marketing – for which it is complementary – it concentrates on a genuine message, which shines over digital media, leading to an increased visibility.

Posted by Hélène Yeung (Project Manager)