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Published by Colm Hanratty | Nov 10, 2015 | | 2 MIN READ

10 online marketing challenges (and how to deal with them)

We live in a world where everyone is online. This means one of the most effective ways of reaching your customers is via a website. While we’re aware of this, we’re equally aware that not every activity or tour operator in the world is online. 

But having a website is only a small part of marketing yourself via the internet. There are many other things to consider such as social media or ranking in search engines. Here are ten challenges you're likely to face if you engage in online marketing.


1. Having a mobile responsive website

In April 2015 Google announced an algorithm update that was deemed "mobileaggedon". In a nutshell, Google said your website was going to be penalised if it wasn't responsive and it would give priority in their search results to websites that was responsive.

Your website needs to be responsive, which is why we've developed a mobile-optimised booking system for tourism companies.


2. Making your website dynamic

Once upon a time, you could get to the top of search engines by filling your website with keywords in different places throughout a page. Times have changed now: you need to have more quality content to offer your visitors. One good way to deliver this content is by having a blog on your website.


3. Offering a booking solution

If you’ve got a website that’s both dynamic and responsive, then there’s another thing you need to think about as a tour operator: you need to make sure your tours and activities are bookable on it. This means you need a booking engine. Again, this is something that TrekkSoft can help you with.


4. Finding the time to be active on social media

With a number of different social media channels available, finding the time to be active on them all can be very challenging. There are different things you can do to combat this, the most effective being to have a content calendar. Click below to download our weekly planner:


Weekly social media planner


5. Increasing your numbers on social media

Once you’ve got an idea of what you’re using social media for, you’re going to need to grow your numbers. Click below for our ultimate guide for social media interaction and conversion for tour and activity providers.  


Join our webinar and learn how to use content marketing to level up your marketing strategy

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6. Engaging in email marketing

Email marketing might be seen as a thing of the past, but I can assure you it isn’t. And you don’t need to beat an algorithm in order to be successful. For instance, you can engage in AB testing to try out different ideas.

If you have a big mailing list it could work as an incentive for other companies to partner with you.


7. Growing your list

Email marketing isn’t possible if you don’t have a list of email addresses. To gather them, you’re going to have to engage in proven tactics to get them. This includes running contests on social media, asking people for them, having a pop-up on your website to sign up to your newsletter, and more. 


8. Running an AdWords campaign

Organic traffic can be hard to achieve. If you’re looking for larger numbers, you either need to be an SEO whiz or have a budget for a Google AdWords campaign. 


9. Optimising your website for search engines

In case you weren’t aware, SEO stands for Search Engine Optimisation. This means that to rank in search engines for different search terms, you need to have your website optimised for the right keywords, having them in places such as in the title tag and in the body of the text.


10. Increasing ancillary sales

It’s one thing to generate revenue by selling your own product… it’s another thing to generate revenue by selling somebody else’s products on top of that. This is known as ancillary revenue. Products you could sell could include travel insurance, accessories and more.


For more ideas of how to turn lookers into bookers:  

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Compare marketplaces Viator, Expedia, GetYourGuide and Airbnb in one place.

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Colm Hanratty
Published by Colm Hanratty
Colm is Founder and Managing Director of digital marketing agency Sixtwo Digital. After running’s content and social media for almost 11 years he felt it was time to branch out on his own, using all his experience to educate others in the travel space.

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