Americans are traveling again, and ready to be inspired as they plan their next vacation. What’s the best way to grab their attention? Inspiring content and experiential promises.
Elevate your visitor content with these four tips:
- Make it inspirational.
- Make it beautiful.
- Make it attainable.
- Make it actionable.
Make it Inspirational
When people dream about travel, they want to get a sense of what the experience is like to spark their imagination and increase excitement. Build that excitement by highlighting an experience that a visitor would have at your business. If your marketing is inspirational and experiential, potential visitors are more likely to dream about visiting and then make plans to get there.
Make it Beautiful
Because photography and video are the main visual elements in your content, they play a critical role in helping to bridge the gap between the experiential expectation of the visitor and the experience that you’ll deliver when they are in-market. Whether it’s laughing over a meal with friends or family, taking a wide-eyed plunge on a zipline, or happily flopping onto a plush bed with a blissful expression, your imagery should show people enjoying their experience to create a sense of “I want THAT!” Images that feature people who are having a real, authentic experience will resonate deeply with your audience.
Make it Attainable
Visitors want to keep things simple. If they’re new in town, they’re already grappling with the task of navigating streets, trains, and bus routes, dizzied with the sights and sounds of an unfamiliar place. Make it easy for them. Ensure your address is correct on your website, Google, review sites, and social media. Mention any landmarks that might help visitors navigate. And use everyday language like “freeway” or “downtown” to highlight your proximity to significant landmarks. Check your website content like your menu and open hours regularly and update when needed. And make sure you have a team member available to field phone calls.
Make it Actionable
Create a call-to-action that drives to a landing page that reiterates your ad promise, reinforcing their decision to click. Then make sure it’s intuitive and easy to book or buy with a prominent call-to-action. A brewery, for example, may have content highlighting its twice-daily tours. This content should click through to a landing page about the tours with up-to-date information about the tour schedule and other details, as well as a click-to-call phone number to call for more information.
Sharing a consistent, inspirational message and providing visitors with a simple action gives them a great first experience with your business.
With so many travelers eager to explore again, your marketing is primed to reach a highly enthusiastic audience. Keep your messaging exciting and inspirational to maximize your success and enjoy the benefits of welcoming new visitors to your area.