Okay, marketers, the cat is out of the bag. We know that personalization is not your ONLY marketing strategy. We know that you have other platforms that you work in and other marketing campaigns that you run on your website. And, we know that you are active on social and are constantly creating new innovative content. We know that you’ve got your hands full trying to inspire visitation to your destination.
But that’s what we love about you! We like that you are multifaceted and have a ton of simultaneous initiatives. And, honestly, we want to help out! There’s a million and a half ways that you can partner your personalization with other on-site and off-site elements. Here are four specific technologies I want highlight as effective tools to partner with personalization. Let’s start with:
Despite rumors that email marketing is “dead”, the eNewsletter list is still an important marker of success for most CVBs and Destination Marketers. Collecting a visitor’s email gives you direct access to a visitor’s inbox and allows you to update potential travelers on new things to do and see around town. As long as your emails stay relevant and timely, eNewsletters will continue to be a meaningful way to connect and communicate with locals and visitors alike.
While we probably don’t need to convince you that email list building is important, we do need to talk about how marketers collect email addresses. Email collection can be tough and the line between assertively requesting emails and aggressively annoying site visitors is thin. Marketers often start with what is thought to be a gentle ask, only to realize later that their requests are off-putting to audiences.
That’s where personalization offers a solution. Rather than asking the same visitors for email addresses repeatedly, setting up targeted segmentation can be an effective way to cut down on “ask-annoyance.” Plus, you can use personalization to make sure that you don’t serve an eNewsletter form fill to a visitor that has already signed up for your list. Instead of badgering visitors for emails, personalization helps you to ask the right visitors for emails at the time they’re most likely to sign up.
Like I said earlier, we know that we’re not your only marketing platform and we hope you’re using some of the other innovative technologies built for the travel and tourism vertical. One of our favorite technologies in this space is Crowdriff, a visual content marketing platform. Crowdriff allows marketers to easily pull User Generated visuals from social channels, manages this content, and serves diverse galleries on their website. Through this practice of sourcing beautiful imagery by visitors, Crowdriff provides content that resonates with and inspires future travelers.
Personalizing Crowdriff galleries adds a layer of targeting that ensures site visitors are greeted with imagery that really speaks to their interests. Through Bound’s personalization tool, you can segment visitors by implied behavioral interest, geo-location, or by paid media. This gives marketers the opportunity to serve “outdoor focused” galleries to visitors who have expressed interest in outdoor activities. Similarly, a marketer might want to show imagery with a heavy fall focus to geo-locations that don’t necessarily get the chance to experience fall (*sigh* In Austin, TX we go straight from summer to winter).
Serving user generated content through Crowdriff provides websites imagery that makes destinations seem accessible and fun. Adding personalization takes it one step further and allows marketers to serve user generated galleries that will speak directly to a visitor’s interests.
The look and feel of a destination comes across in pictures but videos give visitors a more heightened perspective of a destination’s offerings. Beautiful landscapes can be viewed in full and the action behind exciting events can be witnessed beyond a single photo. Videos truly show a destination’s personality through rolling shots, music, and energy.
But destination marketers sometimes have trouble getting more eyes on the beautiful videos that they created. And if marketing dollars were spent on producing top-notch videos, it’s important that an audience sees those videos. The good news is that personalization can help here too!
Dependent on the intentions of video content, Bound’s personalization can do multiple things. For starters, Bound can serve video on your site to make sure more people have access to it. If more views is your main goal, that’s easy for us to enable. But, we can also make sure that the right videos are serving to the right people. If you have a series of visitors highlighting the food scene in your fair city, town, or state, we can make sure that your foodie audience gobbles those right up (pun intended).
Marketers tend to shy away from intensive reporting because it can quickly overwhelm. But ultimately, reporting should be one of the most important things that website marketers do. And as far as reporting platforms go, it’s hard to get better than Google Analytics. With it’s enormous breadth of content, it is definitely a beast of a platform. But who doesn’t love all those colorful little graphs and interactive flow-charts. Tracking site engagement through reporting tools like Google Analytics tells you what is working for your traffic and what is not working. Which is why it’s important to push personalization information into your Google Analytics reporting tool.
By tracking personalization in GA, you can easily segment your personalized audience and compare performance to visitors who did not see personalization. Or you can get super granular and see specifically how audiences react to certain content pieces. By tracking the performance of your on-site personalization, you can improve upon your website segment by segment, leading to better engagement overall and a site that’s highlighting the most ideal content for a specified audience.
This barely scratches the surface of ways that you can partner your other marketing initiatives with personalization. If you want to learn more, reach out to our sales team or your designated customer success manager!