Any successful travel company is built on the quality of its leads. Without solid leads, wasted time and resources will erode the business from the inside out. The question is, how do you obtain quality leads without overspending to generate them?
Try These 5 Lead Generation Tactics
Lead generation is part art form and part science. And while every travel company is unique, the following lead generation tactics are universally effective.
1. Impress Your Existing Clients
There’s no lead generation tactic more effective than wowing customers and generating referrals. If you do nothing else, make sure you’re impressing your existing clients and serving their every need.
The key to impressing clients is to go above and beyond. By doing the unexpected, you consistently surprise clients (in a good way) and help them continue to see the added value that comes from working with you. As the old adage goes, you should under promise and over deliver. That’s how you develop satisfied clients.
2.Generate Tantalising Magnets
Modern lead generation – at least of the online variety – is predicated on lead magnets to draw people in and give them reason to engage.
As Search Engine Journal explains, “A lead magnet is an offer that you can promote to prospective customers in exchange for their email address and perhaps other forms of information (such as name and phone numbers).”
In order for a lead magnet to be enticing to your audience and rewarding for your business, it needs to have a high perceived value. Likewise, there should be some sort of instant gratification involved. And finally, the lead magnet should clearly demonstrate your company’s unique selling proposition.
3. Invest in Link Building
Search engine optimisation, or SEO, is critically important for travel companies that are looking to generate more online exposure and leads. But in order to thrive with SEO, you have to put your focus in the right places.
“There’s a lot that goes into SEO. If you want to rank highly for specific search terms, you need to think about website security and accessibility, page speed, mobile friendliness, technical components (like meta tags and URL structure), content optimization, social signals, and user experience,” SEO.co explains. “And while each of these elements is important, there’s one SEO factor that reigns supreme: links.”
Link building is the process of acquiring backlinks from other websites to your own. As you accumulate more inbound links, Google takes notice and considers your web pages to be authoritative and trustworthy. In turn, they’re more likely to elevate your website in the search rankings. Naturally, this provides more exposure, more leads, and a chance for more conversions.
4. Partner With Influencers
When your travel business is small and relatively unknown in the larger marketplace, it’s hard to get people to take you seriously. Your audience is small, your reach is limited, and you don’t have the trust you need to make a big splash. But what if you could clear all of these hurdles without breaking the bank? Well, you can. Social media influencers are the answer.
Social media influencers are individuals who already have large audiences with established trust. They’ve already done the hard work of gaining credibility and, for a price, will partner with brands like yours to help promote services and generate leads.
The most important factor when selecting an influencer to partner with is to ensure their audience overlaps with your own. If you can find an influencer with the same target audience, the rest typically falls into place.
5. Don’t Forget About Email
Finally, don’t ignore the power of email. While it’s not as flashy as social media or SEO, it’s still incredibly important. It’s one of the few sustainable methods of contact that you can use to steadily drip information on leads and keep them warm.
You should make it a point to collect email addresses in as many places as possible. This includes your website, blog, social media profiles, and landing pages. (And with the right lead magnets, you shouldn’t have any trouble adding thousands of names to your list each year.)
Start Growing Your Business
In the early days of establishing and growing a travel company, you have to go out and proactively generate leads in order to acquire business. Eventually, you should reach a point where your brand speaks for itself and you’re capable of acquiring meaningful business through referrals, organic search traffic, and other low-cost methods. Until then, take these tactics to heart and let them propel your business forward.