Digital marketing for your seasonal business: Tips for our friends in tourism

The days are getting longer, breakup is starting and we’re gearing up for what’s expected to be one of the busiest summer travel seasons of all time in Alaska. In fact, Cruise Lines International Association of Alaska estimates a whopping 1.6 million cruise visitors in 2023 — which doesn’t even account for the independent traveler! But how can your seasonal tourism business stand out this summer?

Our agency has more than two decades of experience working in the tourism industry, specifically representing Alaska and its many beautiful destinations. From media relations to trade shows to digital campaigns, we’ve done it all, and nothing makes us more excited than seeing our state succeed.

Note from the expert: Many of our friends in tourism have seasonal businesses and may be looking at how to ramp up now that summer is just around the corner. But these tips don’t apply just to our seasonal businesses in Alaska! Alaska is an excellent year-round destination with adventure in all seasons. Every tourism entity can take advantage of the below tactics to stand out in the crowd.

1. Clean up your digital appearance.

Take this time to make sure your website, social channels, newsletters, etc. are all cohesive and easy to navigate. Your website should look like your social media banners and newsletter branding and vice versa. Make sure all your links work and are easy to find. Consumers should not have to question if they’re looking at the right Facebook page because it appears different than your other channels. Consistent, clear branding is key!

2. Ramp up your social media posting cadence.

If you are a seasonal business, our clients’ historical data shows many tourism entities’ traffic increase in April through the end of August. During this period, we recommend posting on your social channels at least three times per week, preferably more. Be sure you’re using the tourism industry's proven, top-performing tools like Facebook and Instagram stories, Instagram Reels, and of course, TikTok.

3. Review your analytics to see what type of content works.

You can find your analytics using any of your social media platforms, Google Analytics or through a third-party tool like Sprout Social (an agency favorite). Looking at your data can give you valuable insights that help you expand your audience, create improved brand loyalty and identify areas of growth and improvement. Who is your audience? What type of content performs best? What days of the week are they online the most? This information will help you make strategic decisions with your digital marketing.

4. Go over your social care plan.

Today’s consumers crave transparency, accountability and responsiveness. Be sure you have a plan in place to engage with your social media audience. We recommend crafting talking points that can help you respond to your audience members, whether their comment is positive or negative. Responding to each person and helping them feel heard and validated will go a long way!

5. Last but not least, have fun!

We know we’re biased, but Alaska is the most beautiful place on earth. There’s new adventure through every valley, over each mountain and across the tundra. It’s easy to boast about our state. When your audience can feel your excitement, they’ll be excited too! Use emojis, puns and beautiful imagery.

Digital marketing is a great way to get your voice out there and help promote your business in any season. Need help? We have your backs. Email us info@thompsonpr.com to talk about how we can help support your digital marketing strategy with a full suite of services such as media escorting and pitching, influencer relations, graphic design and event planning.

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