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Marketing course


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Marketing course

  1. 1. Karen Thorne<br />Hopton House B&B<br />B&B Academy<br /><br /><br />
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  3. 3. How To Promote <br />Your Tourism Business <br />Using<br />Social Media<br />
  4. 4. Worth Starting With a Few Definitions<br /><ul><li>Advertising
  5. 5. Public Relations
  6. 6. Marketing
  7. 7. Social Networking
  8. 8. Social Media</li></li></ul><li>Advertising<br />Advertising generally involves paying for an advert in a local tourism guide, an association magazine, on a website etc. <br />You write the words ( the copy ) and they place the ad as it is. You have control over where it goes and what it says and you pay for that control. <br />
  9. 9. PublicRelations<br />You encourage the media to cover your products or service. This can be in the form of an article, review, “Top 10...”, interview, competition or feature. <br />
  10. 10. Marketing<br /><ul><li>Marketing is best described as identifying your market and then defining its needs and wants, and finding out the best way to sell to it.
  11. 11. The practice of marketing can take many forms such as direct mail-shots, regular newsletters for your customers, networking on and off-line, social media. </li></li></ul><li>Social Networking<br />All about connecting with other people, sometimes with common interests<br />
  12. 12. Social Media<br />Refers to online tools that are used to help people network & interact. <br />It relies on individuals contributing & interacting.<br />
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  16. 16. YourMarketingPlan<br /><ul><li>Who are my customers?
  17. 17. What do they want from a holiday?
  18. 18. What do they need from holiday accommodation?
  19. 19. How does what I’m offering meet my customers needs?
  20. 20. What actions do I need to put in place?
  21. 21. How much will you spend and where?</li></li></ul><li>Create,UpdateandREVIEW!<br /><ul><li>Create a plan – back of a matchbox if you like!
  22. 22. Collect information on how people are finding you
  23. 23. Update your Plan regularly</li></li></ul><li>TargetMarketExercise<br />Your Customers<br /><ul><li>Brainstorm some niche markets
  24. 24. Take one and describe them
  25. 25. What do they need from a holiday?</li></li></ul><li>TargetMarketExercise<br />You<br />What Story Are You Telling Your Customers?<br />What Picture Are You Painting?<br />What Experience Are You Selling?<br />How Does That Story meet their needs<br />How do You reach them?<br />
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  29. 29. How to promote <br />your tourism business using social media<br />
  30. 30. Tourism Owners Have Always Relied on Word of Mouth To Promote Their Business<br />Social Networking Is The ULTIMATE Word Of Mouth<br />
  31. 31. Social Networking for Business – How Can It Help<br /><ul><li>Build Relationships</li></li></ul><li>
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  33. 33. Social Networking for Business – How Can It Help<br /><ul><li>Manage your Online Reputation</li></li></ul><li>
  34. 34. Social Networking for Business – How Can It Help<br /><ul><li>Link Building
  35. 35. Information</li></li></ul><li>
  36. 36. Social Networking for Business – How Can It Help<br /><ul><li>Social
  37. 37. Attract Customers</li></li></ul><li>Get Your Website Right First!<br />
  38. 38. Social Networking Strategy<br />No. Of Links<br />Mentions on Radio<br />Google Analytics<br />Be Clear on.......<br />What you hope to achieve from Social Networking<br />How you are going to measure its success<br />Direct Customers<br />Newspaper Magazine Articles<br />New Suppliers<br />
  39. 39. Be clear on your voice!<br />How do you want to perceived by your suppliers, competitors, clients, friends customers?<br />WhatStoryAreYouTelling?<br />
  40. 40. Why Blog?<br /><ul><li>Blogging helps you to build relationships, to get people to like you – people buy from people they like!
  41. 41. Blogging adds fresh content to your website and this is the key to search engines;
  42. 42. Blogs provides the public with the current "happenings" in your area/ B&B
  43. 43. Blogs need to be hosted on your website, so that the fresh content is associated with YOUR website and not Blogger or WordPress
  44. 44. Blogs need to be written with key word rich content
  45. 45. Blogs need to be updated at least once per week, and more is better.</li></li></ul><li>
  46. 46. Social Networking with Facebook<br />Create a fan page<br />Add pictures, videos, links, recipes, events<br />Don’t get into all the fluff!<br />Use it to drive traffic back to your website<br />Update once a day<br />
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  52. 52. Suggestions for successful social networking- people need a reason to find you out<br />Write your blog / facebookupdate / Twitter message. Then read, reread and reread from your customer’s perspective<br />Have 4 or 5 topics that you talk on<br />Engage in conversation<br />Share and become a source of information<br />Don’t sell<br /> e.g. on Twitter 1 sales tweets to 10 non sales tweets<br />
  53. 53. Reputation Management<br />Know what people are saying about you online and manage that<br />Tripadvisor or similar<br />Twitter Search<br />Google Alerts<br />
  54. 54. What can you do?<br />What’s stopping you?<br />