While working with some travel professionals on the topic of “Expanding Your Digital Footprint” my research revealed a rather surprising weak spot. Most of the travel professionals were eager to know the best practices in social media, search engines, websites, newsletters and blogging. But many also quickly confessed to a deficiency of fundamental knowledge on how to get started.
Most often, it is the technology we find daunting. It is not hard to understand why many travel professionals have problems with digital marketing. Our passions run to the travel experience, not technology and marketing. To become really proficient in any branch of digital marketing takes precious time and resources. Yet, beyond the technologies, the fundamental skill sets are largely the same whether networking in your local community or digitally. Read the rest of this entry »
Email continues to be one of the most effective forms of marketing. Reaching out to clients via email has a tremendous return on investment. The Direct Marketing Association indicates an overall return of $44 for every dollar spent, out-performing every other marketing channel.
In this week’s series, we will look at various aspects of email marketing. We will examine best practices, how to build your list and how to execute your efforts. We will also look at some of the more mechanical tasks involved including cleaning up your list and increasing your engagement. Read the rest of this entry »