If you’re wondering when the marketing process stops in your travel business – you’re about to learn that marketing is actually continuous.
In the world of travel and vacation planning, marketing is not a one-time event. It is a continuous process that extends beyond the initial booking stage. This blog post will explore the significance of continuous marketing, its role in the client journey, and how it can boost your business. So let’s dive in and redefine the boundaries of marketing in the travel industry.
Marketing Before Booking
Focusing on Service Before a client makes a booking, your marketing efforts should primarily revolve around promoting the services you offer. This phase is all about creating awareness, building brand authority, and highlighting the unique value you provide. By differentiating yourself from online booking platforms, you can emphasize the benefits of planning a vacation with your personalized services.
The Backend Approach of Continuous marketing
Contrary to popular belief, marketing doesn’t stop once a client has made a booking. This is where post-booking marketing, or “backend marketing,” comes into play. It involves targeted and personalized strategies to enhance the client’s vacation experience and increase your bottom line.
Building Relationships for Successful Backend Marketing
To effectively implement backend marketing, it is crucial to establish and nurture relationships with your clients. Understanding their needs, preferences, and vacation goals is essential for creating tailored marketing content. Instead of relying solely on automated email sequences, engage in conversations through various channels like DMs, texts, or phone calls. This relational approach ensures that your marketing efforts resonate with the client on an individual level.
Targeted Upselling and Continuous Marketing
Enhancing the Vacation Experience Backend marketing revolves around upselling additional products or experiences that can enhance the client’s vacation. By carefully analyzing their itinerary and priorities, you can identify opportunities to suggest relevant upgrades. For instance, if a client has booked a package at a Disney resort, you could recommend adding Park Hopper passes to optimize their visit to multiple theme parks.
- Personalized Content and Conversations Backend marketing requires a shift from mass marketing to personalized conversations. Focus on creating custom-made content that directly addresses the client’s needs and desires. Whether it’s an unlisted YouTube video explaining the benefits of memory maker or a blog post highlighting exclusive experiences, ensure that your content resonates with the client and provides value beyond generic information.
- Continually Building an Idea Bank To streamline your backend marketing efforts, build an idea bank of content and marketing strategies for different scenarios. Regularly review upcoming trips and itineraries to identify opportunities for upselling or enhancing the client’s vacation. This proactive approach allows you to stay ahead, deliver personalized suggestions, and maintain a competitive edge. For more help with this, apply to work with us.
- Leveraging Client-Only Facebook Groups Consider creating a client-only Facebook group as a platform for collaboration, support, and information sharing. This group can serve as a valuable resource for clients, providing a space to ask questions, share experiences, and access exclusive content. Moreover, it offers you insights into the needs and interests of your clients, helping you shape future marketing campaigns.
In The End
In the world of travel, marketing is an ongoing process that extends beyond the initial booking. By embracing continuous marketing and adopting a relational approach, you can enhance the client journey, increase your bottom line, and establish long-lasting relationships. Don’t shy away from upselling or promoting relevant products and experiences, as long as they contribute to the client’s vacation success. Remember, continuous marketing is the key to a thriving travel.