According to Phocuswright, online bookings for tours and activities have grown over the years and currently sit at 21%. Although they’re still in infancy, online reservations for tours and activities have a projection of exponential growth in coming years.
It only makes sense that tour and activity companies should start focusing on establishing an online presence to keep up with the shifting dynamics of the industry. This is why you should be concerned about setting up a website, if you don’t have one, and driving traffic to it.
So, what is website traffic?
Website traffic refers to internet users who visit your website. It’s a measure of your website’s effectiveness in attracting an audience for your business.
Should you even care about website traffic?
Every website visitor is a potential customer. As a tour and activity company, you want to capture a broader customer base and increase your revenue. Most people are used to buying things online and ordering food online. Consumers are spoilt with all this convenience. And if you want to keep making profits, you should adapt and also offer the same level of comfort for your bookings.
You need website traffic to create awareness around your services and to sell these services to a broader market.
So, how do you increase your website traffic?
1. Optimize your website
The first step to boosting your website traffic is by optimizing your website. It’s common to hear people talking about optimizing a website for search engines. The problem with this approach is, you’ll be optimizing your website for search engine bots instead of human beings. And last we checked, bots don’t take tours!
Our recommendation is to optimize for searchers, instead of search engines. Of course, you shouldn’t neglect SEO, but it shouldn’t be your primary focus either. You should instead concentrate on giving your website visitors excellent user experience.
Three things’ll help you make your site irresistible to your audience:
- A beautiful, user-friendly website design
- Insightful and value-packed content
- Simplified navigation
Basically, make it your goal to offer value and help anyone that lands on your website, and they’ll want to come back again and book with you.
2. Carve out your niche and master It
“I fear not the man who has practiced 10,000 kicks once, but I fear the man who has practiced one kick 10,000 times.” – Bruce Lee
This quote by Bruce Lee sums up the power of focused practice and specialization – a concept you can use to boost website traffic for your tour and activity business.
Let’s say you run an escape room activity business. There probably won’t be millions of people in your audience, but you’ll have the advantage of having a small niche-specific audience. You can create content specific to people looking for escape rooms, and use keywords related to escape rooms. This would help you become the go-to website for anyone looking for escape rooms and earn you high-quality traffic.
Another neat trick to get even more traffic is using location or service-based keywords instead of brand keywords. Most searchers will use phrases such as “best (specific activity) in (specific city).” For a searcher looking for an escape room, they’d search something like “best escape rooms in Milan.” So if you’re running escape rooms in Milan, you’d use “best escape rooms in Milan” as the keyphrase, so your website pops up whenever someone searches for that phrase.
3. Don’t be afraid to pay for ads
You’ve probably heard the phrase: “You have to spend money to make money.”
It’s true to some extent.
Paying for ads is one of the fastest ways to boost your website visits. But, you have to follow a strategy, or you’ll waste money on low-quality traffic.
You see, tours and activities are associated with relaxation – an escape from our daily drudgery. So, if you want to advertise your tours and activity company website, you need to do it on a platform where people go to relax. That’d be on social media.
Also, tours and activities tend to be visual mostly, so you need a visual platform to promote your website. Instagram and Facebook come to mind. It’s critical that your ad has some visual appeal. We recommend using a video for your ads. Statistics show that video ads drive about 2x more engagements and link clicks than image ads.
Now, the amount you spend on ads will differ depending on your platform of choice, but you should focus on Instagram and Facebook if you want high-quality website traffic. Just make sure to adjust campaign goals to “website visits” so that you only pay for people who click on your link.
4. Collaborate with an influencer
An influencer is someone with authority in a specific niche. Influencers have the power to affect their followers’ buying decisions, so they’re people you want in your corner when promoting your website.
The good news is, most influencers are usually open to collaborations with businesses. All you’d have to do is find a legit influencer in the tour and activity niche, verify their level of influence, and negotiate a promotion deal.
You’ll probably have to offer them your service for free, so they can take pictures and videos and post them for their followers to see. But when executed correctly, influencer marketing can give your website traffic a significant boost and earn you new customers.
5. Retarget website visitors with Facebook ads
Someone who visits your website once can visit again, provided you have a well-optimized website. So, how do you get a previous website visitor to visit again? You retarget them with Facebook ads!
Retargeting ads allow you to focus on a laser-targeted audience at a low price. You’ll keep your Cost per Click (CPC) low while accessing a high-quality audience who are already familiar with your website and are eager to book your services.
There’s also the fact that most people need to see an ad a couple of times before buying. When you retarget your previous website visitors, you get one step closer to converting them into customers.
6. Start a YouTube channel
YouTube is the 2nd most popular website in the world, having passed Facebook to take second place after Google. You can’t afford to ignore YouTube if you want to skyrocket your website traffic. The good thing about YouTube is that it’s easier to rank videos there, and the videos will also show on Google when someone searches for your keywords.
You also have an advantage since you’re in a highly visual industry, and YouTube focuses primarily on videos. So, all that’s left is to capture your viewers’ attention and get them to click on your link.
It sounds simple, but it needs a strategy.
For starters, you’ll need to make some enticing and relevant videos that draw in your target audience. Second, you’ll need to make the videos both entertaining and a value-add to the viewer.
If your video ticks all those boxes and contains relevant keywords in the description, it should rank and get a decent number of views. Next, you’ll need to channel the viewers to your website. Remember, your goal here is to get website visits, and ultimately turn your visitors into customers. So, you’ll need to display your website link whenever you can.
For example, watermark your video with your website link at the bottom of the video. Show your link and logo at the end of the video. Also, include the link in the description, and on a pinned comment on the video. Accompany the link with a call-to-action urging viewers to click.
Although LinkedIn focuses on professional networking, it’s still a goldmine for website traffic for tour and activity companies like yours.
Think about it. Professionals need to take a breather from their daily work stresses. So, why not offer them that service? You can get the attention of professionals on LinkedIn the same way you’d get attention on Facebook – using videos.
LinkedIn is just as visual as Facebook, and videos tend to get lots of engagements on LinkedIn. The only difference is, the LinkedIn audience expects videos to have formal undertones to them, but they don’t have to be boring. You need the video to be inspirational, informative, and entertaining. Remember to have your site link in the video and on the caption.
8. Host a giveaway contest
People love free stuff! And you can use freebies to get massive traffic to your website. All you have to do is set up a giveaway contest and share it on your social media platforms. But before you launch your giveaway contest, let’s look at how you can get the most out of it.
First, you need to collect all participants’ emails. Just tell them you’ll need their email to contact them if they win. Those emails will be useful for your email marketing campaigns.
Second, incentivize the participants to share the giveaway contest by asking them to tag their friends or share your post with them. You can say each share or tag gives the participant an extra entry.
Third, add a scarcity element to the contest to encourage fast sign-ups. Limit the contest duration to a week or two and announce the winners shortly after.
9. Get featured on travel podcasts
Podcasts are gaining popularity with 28% of Europe’s population tuning in to a podcast at least once a month. You can ride this wave to get website visitors to your website.
The good thing about using podcasts is that you don’t even have to start one! Instead, you can feature as a guest on established podcasts that cater to your target audience. The catch is, you’ll have to provide something of value to whoever hosts you on their podcast.
Podcasts will also offer some quality backlinks for your website in their show notes. These backlinks contribute to getting your site ranked on Google and getting more website visitors.
Driving traffic to your website shouldn’t be rocket science. With our strategies, you can hit the ground running even with a new website and have decent website traffic in a matter of days. With these strategies, you’ll be well on your way to scaling your tour and activity business and raking in the profits from your new-found website traffic!
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