Written by: Cristina García
It’s indisputable that most users that your website will receive come from all over the globe. So, at the time, you decided to sell your tourism product or service from your website and strive with online marketing. Then, approaching them via the Internet seemed the most logical way to proceed.
However, there is now a lot of competition in the sector. Consumers (of experiences and travel) have much choice. And for them to be able to select your site, you need to lay the foundations of a good online methodology and have a competitive tool to support all your actions. Today, you need to know how and where to apply Inbound marketing techniques.
Broadly speaking, Inbound marketing is a methodology that combines a set of marketing actions with which to transform your website (your window to the online world) in a conversion funnel, in order to motivate your prospects to buying action when they are ready.
Its philosophy is to create content that your potential customers will fall in love with. By integrating digital tools for analysis, measurement and automation as does the platform HubSpot. That way you will be able to manage costs, increase the range of your marketing and ensure that your customers can find your products and services, creating marketing workflows to bring you profit. Therefore, HubSpot proposes an Inbound methodology which is the solution for your company if you want:
Attract organic users to your website is the first stage of the Inbound marketing methodology. And how do you manage to attract new visitors?
Capturing the attention of consumers with valuable content that generates engagement, through strategies such as blogging and social media. Obviously, without forcing your products or services.
And of course, optimizing your website so your most qualified traffic is comfortable browsing your web and have a good user experience.
To this end, in order to build a site that attracts visitors, HubSpot has redrafted a usual CMS, taking into account online marketing and SEO best practices. This platform has integrated a COS (System Optimization Content) tool, with which you can create a website with an easy optimization system, as well as a blog page and a section to manage social networks. All with the ability to monitor, automate and analyze traffic.
Converting is the fundamental step of this methodology. How you work the conversion process will affect the success of your strategies and winning customers. To do this, we must:
Maintain your prospects interest with content which will satisfy them according to your web’s consumption analysis. Using techniques such as Lead Nurturing and Lead Qualification consisting in leads segmentation based on their willingness to purchase.
Work email marketing, to help consolidate those qualified leads, creating personalized messages through automation. And that way, shorten the purchasing decision process.
To ease this process, HubSpot integrates a CRM with which you can track your visits, leads (potential customers) and customers’ actions on the web. Also, with Smart Content you can manage and personalize your content. For example, by using smart CTA’s and landing pages with customizable forms; and personalizing you home page based on user preferences.
In addition, marketing automation can start a workflow. Therefore, this platform makes easy to control specific tasks: generating automatic responses to new leads, informing or sending personalized content by email, etc.
Inbound marketing methodology uses content as the main strategy for all stages of the traveler’s journey. The actual tourist experience is as important as others steps within this process. A satisfied customer with his purchased product or service is the ideal person to promote your business. He’s also and excellent candidate to show your loyalty program advantages. How?
Working smart content through email marketing and social networks, so that your customers know your program benefits.
Using automation to manage all the efforts of your loyalty plan.
This online marketing method is fully adapted to new consumer trends. A cost-effective system, because although its results are not immediate, sales opportunities may increase more than 60% In a medium-term. Therefore, the analysis of results is essential for businesses, especially tourism.
This analysis is intrinsic to all actions that are deployed from the platform. HubSpot integrates statistics and analytics that are ideal because they combine easy tracking data between different marketing channels, that allow you to modify actions based on the needs of your online business.
In addition, training your workers is also simple with HubSpot. It includes an academic section which not only shows the best Inbound marketing practices, but also s how to use the platform, and diversifies the academic content according to the needs of your company’s sales and marketing departments. So HubSpot is much more than a tool. Do you need more reasons?