Digital Marketing Strategy for Tourism

Understanding Your Audience

One of the first steps in planning your digital marketing strategy should be understanding the people you want to target.

This is because you want to ensure your marketing efforts are relevant and relatable to them. As a result, this helps you heighten your chances of better engagement and therefore, good ROI.

A target audience can be streamlined by considering the following demographics:

• Age or generation;
• Gender;
• Location;
• Language;
• Spending power;
• Behavioural patterns;
• Interests;
• Challenges;
• Stage of life e.g. students, parents, retirees.

Or, you can create buyer personas to help categorise and understand customers you already sell to, or aim to sell to in the future.

A buyer persona is a research-based profile which represents a target customer. These are useful for segmenting target customers, and guiding you on how to approach them and appeal to them through your marketing.

From conducting this research, you can then tailor your content to suit the viewer, and publish on channels that are popular to them.