Written by: Cristina García
As we sais in previous occasions, one of the major problems of the tourism industry is the competition within the sector. Many tour operators aim at the same final customers and hardly differ from each other. On the Internet, competing for the same target is not a big problem when it comes to large companies that have a great economic engine and a background of good service and prestige.
Maybe your solution is not as simple as rethinking the content strategy of your website, because your base is not complete in the first place. In fact, you might be losing final customers because they again don’t feel identified with it and its products and services.
Plus, you might not have enough by only defining a target audience, because consumers’ requests are changing frequently. You might need to narrow it down in order to satisfy your potential customers’ needs and offer them appropriate content from your website. And do not think that segmentation would be enough.
Unfortunately, no matter how hard you try, your business won’t ever be able to meet the needs of a diverse group of people. In fact, if you try to please a large number of users from your website, you will end up creating content with no value at all and pleasing no one. Nothing that you offer will really make you different from your competition.
So if you want to attract the right people, you need to figure out what are their motivations to travel, what do they expect to experience, what are they concern about the journey, how much would they invest in their holidays, and so on…
That is, you need to understand who those people are, why are they dealing with you and how you have to treat them in order to increase your business. So you generate the right content in the right format, which can attract them. There is where the power of a buyer persona comes in.
By building a buyer persona, you will approach to the needs of your prospects. Why? Because a buyer persona is a semi-fictional representation of your ideal client, based on real data and demographic information, behavior patterns, motivations, needs, goals and challenges.
Poorly built buyer personas are inefficient and fail to increase your company, because they don’t have relevant sourced data or they are based on what you think your customers want. You must base them on what your customers actually need.
So, defining your buyer personas is essential. As you know not all your website visits are actually potential customers. For that reason, you need these consumers’ profiles to segment, rule out other consumers and direct the appropriate content based on the life cycle of your potential buyers (known as traveler’s journey).
This not only will benefit the content strategy of your online marketing campaign, but all the strategies you implement in order to boost booking and purchases from your website. For instance, when you need create content for your blog or email, it will be easier to customize messages to convert your database prospects into qualified sales leads and finally into customers.
Aunque por definición, sean representaciones ficticias, los perfiles de buyer persona que se construyen no están basados en ficción. Tu empresa no tiene por qué tener un número fijo buyer personas. Piensa que son elementos vivos y que han de revisarse anualmente. Así pues, estos buyer están fundamentados en una búsqueda cuantitativa y cualitativa (90% datos, 10% conocimiento).
1. By using tools such as Google Analytics you will have a view on your website user’s interests, needs and desires. Besides, you will also know what sources lead them to your site before they purchase or sign up. And demographic reports will allow you to segment your potential customers according to their age, gender, location, etc.
2. Through interviews you will get a grasp on what makes them stay, what motivates them and what they think about your product or services with more detail. Your staff on destination, in this case, would be the ones to help you. They can get first-hand your final customers feedback and let them talk about their experience.
3. With surveys you will also get information if you target them according to:
New customers, if you want to improve your conversion rate.
Frequent customers, if you want to boost your loyalty program and look for trends.
Spendy customers, if you want to push up your profit per guest.
Dropout customers, if you want to know why they didn’t buy your product or service and improve satisfaction.
Now by combining your analytics and knowledge based data you can put together a profile. There is no right or wrong way to do it, just have in mind that the more information you add, the more accurate the profile will be.
And if you want to know more about how to use a buyer persona follows this post