As the tourism industry becomes increasingly competitive, creating and maintaining a strong online presence is the only way to ensure the relevance of businesses in this sector. More than 85% of travellers from across the world are also avid smartphone users, and according to Google, about 70% of travellers used their smartphone devices to carry out travel research in 2016. In 2017, approximately 79% of mobile travellers completed a booking after researching on a mobile device. These statistics indicate that technology is truly embedded in the travel industry. Of course you know this already. 

Buyer personas form an integral part of a marketing strategy for travel companies using digital content to engage their target markets. A buyer or marketing persona is a representation of your ideal customer. Descriptions of marketing personas are derived from market research data and the information you already have on existing customers. When building these semi-fictional characters, you have to internalise your perfect customer and define them using:

You've probably heard about inbound marketing, that it's all the rage these days, and that it seems to have supplanted traditional, outbound marketing strategies.  You might not know, however, if inbound marketing strategy works, or for that matter what precisely it is.

Their tails are getting longer. With Google at their head, search engines have become the most visited websites around the globe today. Digital marketers, in turn, are using search engine optimisation (SEO) and search engine marketing (SEM) techniques to effectively reach their audience.

Lead generation is one of the most important functions of any business. If you are not out there finding potentially new customers on a consistent basis, it becomes hard for your business to grow, or even survive in some cases.

Luckily, thanks to the Internet, there are now various ways to go about generating leads. If you're struggling to generate leads, consider incorporating some of the following into your inbound marketing strategy and see if it works for you.