The last three posts have focused on the unique online marketing needs of resorts. We have covered content creation, social media, and SEO optimization. Now at last we get to the crux of the whole markeing endeavor: landing leads.
Since lead generation is sometimes a tedious undertaking, let’s look at it from a more interesting perspective: fishing.
What is a Lead (Fish)?
A lead is a potential client who is interested in what you have to offer. They contact you in some manner to express this interest – leaving the door wide open for you to reel them in and make the sale. For the sake of novelty, catching a “leadfish” is the goal of this article’s marketing endeavor.
What are you using for bait?
Each fisherman has a trusty lure, jig, or favorite minnow to use for bait. In order for leads to be interested, there has to be a flashy, tasty-looking bit of bait that intrigues them.
Some resort-themed ideas for marketing tourism-related businesses could include:
- A coupon or a “specials” page
- A downloadable PDF of area maps
- A downloadable PDF featuring the local calendar of events
Whatever it is, make sure it suits the type of fish you are trying to catch. Reel them in with a valuable offer setting you apart from your competition.
Jig, then set the hook!
A fisherman will use casting, jigging, or trolling to ensure that fish notice his bait – and pursue it. Likewise, the method you use to make your offer (bait) more appealing is essential.
In short, here are the 5 Steps to Lure in Your Lead:
- Call to Action – a colorful button or image that features an intriguing phrase. When clicked, it takes you to a….
- Landing Page – Basically, the “ad page” of your offer (e.g. a coupon for “40% off”). This page should include applicable facts about your offer, so that the leadfish knows what he is getting himself into. This landing page should also include a….
- Form – This gathers information from your leadfish, whether an email, an address, or simply their name and whether they are planning a vacation to your region this year. Be aware: the more information you try to obtain through this form, the more challenging it will be to receive submissions. In an age of spam and cyberspace viruses, leadfish don’t like to be reeled in!
- Thank You Page – This portion has no fishing-correlative. After filling out the form, the leadfish is taken to a thank you page – acknowledging the submission, and containing the offer to be downloaded.
- Confirmation Email – For forms with email submissions, you are given the opportunity to send a follow-up email. This should (a) thank the lead again for their interest (2) contain the download they were given previously – for ease of reference and re-downloading, and (3) a sentence or link that expresses the “hope to you see you soon!”
(For an example of our Lead-Luring process, look at the Don’t Miss Our Latest Blog! section on the top right part of this page. Simply follow the steps – and go from there!)
Reeling them In
Presumably at this point you have your steps in place for a successful day of using your online marketing to capture leads.
Like fishing, if something doesn’t seem to be working with your website’s lead generation, examine your tactics – perhaps the bait is wrong? Switch up your offer! Often a simple re-wording can make the difference between a nibble and a solid bite. (Example: If a Call-to-Action advertising “Download our Free Coupon NOW!” isn’t doing the trick, switch it up for one that says “Interested in our premier offer?”.)
The beauty of leadfishing is that the possibilities are endless. So bait the hook and go out for more!