Ask TMM: How Do I Find My Audience Online?

| August 19, 2013

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The TMMPDX.COM marketing angels are BACK to help solve your digital marketing mysteries! Be sure you to submit your questions to ask@tmmpdx.com and we could help solve your case and publish our advice in our next post.

TMMPDX.COM Reader Question:

The CEO of a boutique travel agency, Mariottini Viagens, contacted the TMM team looking for advice. The travel agency specializes in personal a la carte tours in Italy. The website was launched a couple of months ago. It targets the Brazilian high society in Brazil, inviting them to come for a personalized, unique experience in Italy. The guide is a native speaking Brazilian, Paula Mariottini, who has been living in Florence for over 8 years. Now what? How can she find her audience online?

 

Thoroughly Modern Marketing Angel, Jill Munroe

tmmJill: Because your website was recently launched and not many people know about Mariottini Viagens, I’d start off with a Content Marketing campaign. This campaign could include press releases and content about places to visit in Italy. It would target online travel magazines and blogs visited by high-income audience in Brazil. To distribute the content to a large network I’d consider hiring a news and content distribution company like PR News Wire.  They offer monitoring tools; geographic, contextual and demographic targeting. If your budget is limited you can do it yourself. Reach out to bloggers/publications and arrange a content partnership, e.g. a free write up/review in trade for a free tour. Don’t forget include SEO optimized hyperlinks in the content. This way you can get back-links and increase your raking in the search engines.

Thoroughly Modern Marketing Angel, Kelly GarretttmmKelly: Because your audience is so specialized, you need to rely on ways that compellingly convey why Mariottini Viagens is the best option, not just in tours to Italy, but as a preferred destination. Since these are luxury tours, you should create a professionally-filmed video campaign demonstrating the unique deluxe components of your tours, such as accommodations, gourmet food and wine, yachting excursions, superior service, sexy Portuguese-speaking tour guides, etc. Make sure your brand is prominently featured. Place the entire video on your website and in social media, but also carve it up into smaller chunks you can use in social snippets, pre- or post-roll digital ads targeting your audience, etc. This will be the first stage of your campaign.

But to make this campaign truly as unique as your service, don’t rely on the professional video alone. Ask members of your tour to share their video (preferably share it socially and tag @MariottiniViagens) showing the best parts of their trip. Have your videographer film them enjoying and talking about their experience. The result will be Brazilians speaking to other Brazilians about why Mariottini Viagens é fantastica. Include this in the second stage of your campaign by appending it to the professional video you’ve already shot.

Screen Shot 2013-07-24 at 12.14.55 PMtmmCharlie: I see you’ve already received great advice from the Angels. I remember when they first got out of the Academy how eager they were to take the case and solve the riddle of the week. I’d like to compliment you on your website, you are off to a great start. From the highest level you need a strategy to execute on the promise of finding and increasing your customer base. Start with research, research always leads to smart insights. Set clear business objectives for your research. One example objective could be to define the target audience. Since you are looking to grow your audience, this is not something you can do alone.

A great strategy to serve the objectives of growing your audience could be: Partner Up!  An example of a way that could manifest itself would be: seek and capitalize on relevant partnerships across the pond. You may be able to advertise, participate, and even invite members in Forums on travel Brazil, top Brazilian Wineries, Destination Brazil sites, Social Media Communities, all may be great places to deploy your resources no matter how limited or unlimited they may be. Thank you for your great question. We wish you the best in your new business venture and keep at it, be persistent, and never give up.

kate_jackson_aka_sabrina_duncantmmSabrina: I agree with Charlie, what a BEAUTIFUL website! It makes me want to take on a case or two in Italy. Because so many travelers are looking for travel deals and information online, I would vote for expanding your search engine visibility. By taking the time to complete keyword research, you can narrow in on Brazilians looking for Italian vacations. Once you have found some great, longer-tail terms that are extremely relevant for what your offering, you can optimize your website to help gain maximum visibility for these terms. I would put together a longer-term strategy via organic search and also consider a short-term strategy like a paid search campaign via Google AdWords.

On-page website optimization includes updating your title and description tags. Currently our title tags start with your brand name ‘Manottini Viagens’ followed by the actual title on the page. I would switch this so that the brand name follows the page title and I would ensure your keyword phrases are included in the titles of all pages.

I would also optimize your blog for search engine traffic. A blog, that frequently publishes optimized content is a GREAT way to rank for very specific terms that travelers may be searching on. These are called ‘long-tail’ search terms and include phrases like: customized Italian vacations for Brazilians Portugese speaking guide to Italy etc.

Blog optimization includes ensuring keyword phrases are included in blog post titles and having a compelling call to action in the sidebar or footer of your posts. Gratzie for the GREAT question!


Screen Shot 2013-07-24 at 12.15.18 PMtmmBosley: You are off to a great start! You have built a strong foundation with clear business message and objective. The suggestions provided by the Angels will undoubtedly help increase traffic and awareness.

May I suggest looking at your website? It is well done, however many of your first-time visitors who respond to your marketing tactics will arrive to your site on their smartphone or tablet. If you are able to, I would recommend looking into migrating your site into a mobile-first & responsive website design. A site built in this manner will provide an enhanced user experience across all screen sizes and produce significantly greater conversions.

You can have a site built for you, or perhaps your CMS (i.e. Drupal, WordPress) has a prebuilt responsive theme that you could modify to meet your needs.

Best of luck and thanks for reaching out!

Link: http://searchenginewatch.com/article/2253965/3-Reasons-Why-Responsive-Web-Design-is-the-Best-Option-…
Link: http://www.premiumwp.com/best-responsive-wordpress-themes/
Examples: http://socialdriver.com/2013/06/50-best-responsive-website-design-examples-of-2013/

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Category: Ask TMM, Digital Marketing, Modern Marketing Buzz, Recruit 101, Special Agent Intermediate, tmmBosley, tmmCharlie, tmmJill, tmmKelly, TMMPDX, tmmSabrina, Veteran Advanced

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ca-red

 

The TMMPDX.COM marketing angels are BACK to help solve your digital marketing mysteries! Be sure you to submit your questions to ask@tmmpdx.com and we could help solve your case and publish our advice in our next post.

TMMPDX.COM Reader Question:

The CEO of a boutique travel agency, Mariottini Viagens, contacted the TMM team looking for advice. The travel agency specializes in personal a la carte tours in Italy. The website was launched a couple of months ago. It targets the Brazilian high society in Brazil, inviting them to come for a personalized, unique experience in Italy. The guide is a native speaking Brazilian, Paula Mariottini, who has been living in Florence for over 8 years. Now what? How can she find her audience online?

 

Thoroughly Modern Marketing Angel, Jill Munroe

tmmJill: Because your website was recently launched and not many people know about Mariottini Viagens, I’d start off with a Content Marketing campaign. This campaign could include press releases and content about places to visit in Italy. It would target online travel magazines and blogs visited by high-income audience in Brazil. To distribute the content to a large network I’d consider hiring a news and content distribution company like PR News Wire.  They offer monitoring tools; geographic, contextual and demographic targeting. If your budget is limited you can do it yourself. Reach out to bloggers/publications and arrange a content partnership, e.g. a free write up/review in trade for a free tour. Don’t forget include SEO optimized hyperlinks in the content. This way you can get back-links and increase your raking in the search engines.

Thoroughly Modern Marketing Angel, Kelly GarretttmmKelly: Because your audience is so specialized, you need to rely on ways that compellingly convey why Mariottini Viagens is the best option, not just in tours to Italy, but as a preferred destination. Since these are luxury tours, you should create a professionally-filmed video campaign demonstrating the unique deluxe components of your tours, such as accommodations, gourmet food and wine, yachting excursions, superior service, sexy Portuguese-speaking tour guides, etc. Make sure your brand is prominently featured. Place the entire video on your website and in social media, but also carve it up into smaller chunks you can use in social snippets, pre- or post-roll digital ads targeting your audience, etc. This will be the first stage of your campaign.

But to make this campaign truly as unique as your service, don’t rely on the professional video alone. Ask members of your tour to share their video (preferably share it socially and tag @MariottiniViagens) showing the best parts of their trip. Have your videographer film them enjoying and talking about their experience. The result will be Brazilians speaking to other Brazilians about why Mariottini Viagens é fantastica. Include this in the second stage of your campaign by appending it to the professional video you’ve already shot.

Screen Shot 2013-07-24 at 12.14.55 PMtmmCharlie: I see you’ve already received great advice from the Angels. I remember when they first got out of the Academy how eager they were to take the case and solve the riddle of the week. I’d like to compliment you on your website, you are off to a great start. From the highest level you need a strategy to execute on the promise of finding and increasing your customer base. Start with research, research always leads to smart insights. Set clear business objectives for your research. One example objective could be to define the target audience. Since you are looking to grow your audience, this is not something you can do alone.

A great strategy to serve the objectives of growing your audience could be: Partner Up!  An example of a way that could manifest itself would be: seek and capitalize on relevant partnerships across the pond. You may be able to advertise, participate, and even invite members in Forums on travel Brazil, top Brazilian Wineries, Destination Brazil sites, Social Media Communities, all may be great places to deploy your resources no matter how limited or unlimited they may be. Thank you for your great question. We wish you the best in your new business venture and keep at it, be persistent, and never give up.

kate_jackson_aka_sabrina_duncantmmSabrina: I agree with Charlie, what a BEAUTIFUL website! It makes me want to take on a case or two in Italy. Because so many travelers are looking for travel deals and information online, I would vote for expanding your search engine visibility. By taking the time to complete keyword research, you can narrow in on Brazilians looking for Italian vacations. Once you have found some great, longer-tail terms that are extremely relevant for what your offering, you can optimize your website to help gain maximum visibility for these terms. I would put together a longer-term strategy via organic search and also consider a short-term strategy like a paid search campaign via Google AdWords.

On-page website optimization includes updating your title and description tags. Currently our title tags start with your brand name ‘Manottini Viagens’ followed by the actual title on the page. I would switch this so that the brand name follows the page title and I would ensure your keyword phrases are included in the titles of all pages.

I would also optimize your blog for search engine traffic. A blog, that frequently publishes optimized content is a GREAT way to rank for very specific terms that travelers may be searching on. These are called ‘long-tail’ search terms and include phrases like: customized Italian vacations for Brazilians Portugese speaking guide to Italy etc.

Blog optimization includes ensuring keyword phrases are included in blog post titles and having a compelling call to action in the sidebar or footer of your posts. Gratzie for the GREAT question!


Screen Shot 2013-07-24 at 12.15.18 PMtmmBosley: You are off to a great start! You have built a strong foundation with clear business message and objective. The suggestions provided by the Angels will undoubtedly help increase traffic and awareness.

May I suggest looking at your website? It is well done, however many of your first-time visitors who respond to your marketing tactics will arrive to your site on their smartphone or tablet. If you are able to, I would recommend looking into migrating your site into a mobile-first & responsive website design. A site built in this manner will provide an enhanced user experience across all screen sizes and produce significantly greater conversions.

You can have a site built for you, or perhaps your CMS (i.e. Drupal, WordPress) has a prebuilt responsive theme that you could modify to meet your needs.

Best of luck and thanks for reaching out!

Link: http://searchenginewatch.com/article/2253965/3-Reasons-Why-Responsive-Web-Design-is-the-Best-Option-…
Link: http://www.premiumwp.com/best-responsive-wordpress-themes/
Examples: http://socialdriver.com/2013/06/50-best-responsive-website-design-examples-of-2013/