Should You Use A Blog Or Email Marketing For Your Travel Brand?


In less than five years, starting a blog was a huge marketing focus in the travel community.

Not only did SEO bonuses have a lot of appeal, but travel blogging was also an incredibly popular format that promised a huge target audience if you found the right niche.

While most travel blogs are still going strong, email marketing There has also been a moment in the last few years.

With its low cost, high ROI, and simple method of keeping customers engaged, questions have emerged recently as to whether sharing content via email is better than posting on a blog.

First things first: this is not a post comparing two approaches to crown an overall winner.

Blog content creation and email marketing are two different types of content, and both have their advantages.

However, if you’re a new travel brand wondering what format to focus on, or want to change your marketing strategy by putting more resources into one approach, it’s definitely worth considering a number of different factors. Keeping in mind each is worth checking out.

This post will help you do that.

Benefits of blog content

Blogging is a format that has existed for decades now.

Whether you’re a big travel brand with a blog on your website or a dedicated travel enthusiast running blogs to share your stories, there are tons of benefits to this kind of content.

The first advantage is more applicable to brands with websites offering the product or service. Having a blog is a great way to drive more traffic to your site and reach potential customers who may not have been impressed by traditional advertising material.

On average, companies with blogs see 55% More website visitors than those who don’t, so there’s a huge potential for your customer base to grow.

From an SEO perspective, a blog that you regularly update with new content can do wonders for how well your website ranks on search engines.

Not only can you increase traffic by creating content targeting long tail keywords, but having a blog Indexation also helps support the ranking of your commercial pages.

A blog can also be a really useful tool in link building, which again helps boost your website’s ranking.

Blog content can help establish your brand as a source of authority in your industry. By consistently sharing valuable and engaging insights, you will gain a reputation for being a reliable source of information.

This will increase brand awareness and help in increasing your customer base.

Finally, when it comes to brand image, blog content is one of the best ways to “voice” and establish a tone that your audience will recognize.

Regularly sharing new posts on your travel blog that embody your brand values ​​will help improve recognition and strengthen your image, especially if this tone is reflected in all of your other marketing channels.

Benefits of Email Marketing

Email marketing has just as many benefits as writing blog content, whether sending out regular newsletters, driving potential customers down the buyer funnel, keeping in touch with existing customers, or increasing engagement among your target audience.

More commercial brands use email marketing to promote products and offers, but email marketing is often just another channel for sharing content and communicating with customers in the travel industry.

One of the biggest benefits of email marketing is that it is a very low-cost strategy, which is ideal if you are a relatively small business or travel blogger working on your own.

If you’re willing to work in the beginning, you can run campaigns without too much effort, making this method easy even without much experience.

A major advantage that is often mentioned with email marketing is its impressive return on investment (ROI).

Exact figures will vary depending on your industry and campaign type, but on average, brands can build each $1. for about $36 The amount spent on email marketing is an impressive statistic.

The nature of email marketing means that recipients of your content will need to provide their contact details in order to join your mailing list, which means that everyone who reads your content is already in the content you share. is interested.

This means your audience is much more engaged with your content than any other channel, leading to higher levels of interaction and more successful conversions.

Another benefit is that uninterested recipients can opt out, so you won’t waste time or resources getting your content out to people who won’t engage with it.

Engagement is a common benefit of email marketing with both existing and potential customers.

When you send email content, you’re delivering a (sometimes personalized) message directly to your visitors’ inboxes, which means they’re more likely to interact with the content than any other marketing effort you’ve made. Chances are and will feel closer to your brand because its.

Sending out regular email content can be very useful for travel brands who want to put their offering in front of their audience’s mind.

When potential customers decide they want to book a vacation, for example, that brand’s website is where they go first.

Email marketing ensures that you maintain regular contact with your audience and build a relationship with this communication that hopefully leads to customers thinking freely of your brand and increasing conversion rates.

Lastly, another major benefit of email marketing is that it is a great channel for the distribution of personalized content.

80% Having said that they are more likely to purchase from brands that offer a personalized experience, so tailoring your email and providing your mailing list with relevant content means your audience is more likely to grow. .

audience engagement

Trying to pit email marketing and blog content against each other is unproductive. The two approaches have very different intentions and are often used together as part of a broader marketing strategy.

However, one area of ​​overlap between the two is audience engagement, which provides some interesting points of comparison to investigate.

Engagement is an essential part of the customer experience, and good customer experience is the key to a positive brand image, repeat customers, and business growth.

Today’s consumers have more choices than ever with regards to their content and the brands they support.

The travel industry is one area where competition is particularly fierce, so engagement is something that nearly every brand strives to improve.

travel blog content Improve audience engagement If you take the time to create interesting, emotional and valuable content that your audience is really excited to read.

Once a reader is on your site, use banners and calls to action to engage them with other blog posts and landing pages, establish your brand more firmly in their mind, and hopefully Begin moving down the buyer funnel towards booking.

However, you first need to get interested readers to your blog.

And if they don’t buy or inquire on their first visit, you need to make a strong enough impression that they’re going to come back to your blog and read more of the content there on their own.

This is one hell of a challenge.

The world we live in today means brands are competing with each other not only to capture the attention of potential customers. They are also competing to fill the limited time that modern consumers have every day to read and engage with new content.

Most people don’t have time to look for new things to consume; They want the content to be at their fingertips so that they can connect immediately without much effort.

This is where email marketing comes into its own.

Blogging has certainly taken off and remains a very valuable channel that is not going anywhere anytime soon.

But to grab your customers’ attention when they’re traveling, boiling a kettle, or scrolling before bed, reading an email that’s already in their inbox is a curated collection of stories, ideas, and further reading. The selection is, on demand an obvious first choice would be to post a blog to engage with instead.

Is there still room for blogs that regularly post long-form content for their audience?

Of course!

But with attention waning, device separation anxiety on the rise, and the desire for instant gratification higher than ever, email marketing has a lot going for it that makes it perfect for reaching and engaging today’s consumer. Creates the format.

When should you create blog content?

As mentioned at the beginning of this article, there is no “winner” when comparing blogging with email marketing.

There are many examples where creating blog content is the best option in a travel marketing strategy, which we have listed below.

  • You can produce material in large quantities.
  • Your target audience enjoys engaging with long-form, informative content.
  • you are skilled writing content that engages the readerResonates with them emotionally, and helps carry them through to the present moment.
  • You already have an established blog with some repeat readers.
  • You are a travel brand that values ​​sharing unique advice and insights as much as you value booking.
  • You are targeting long tail keyword phrases as part of an SEO strategy.
  • You are looking to increase the amount of traffic coming to your website.
  • you want that Establish your brand as a thought leader Or a reliable source of advice in your area.

When should you create email content?

A few factors indicate that creating email content such as newsletters or regular “round ups” would be the best approach.

  • You have limited content writing resources which means producing short email newsletters is more manageable.
  • You have limited budget to create your marketing strategy.
  • You have a habit of writing short, instantly engaging pieces of content.
  • You want to develop a sense of “community” among your customers and build closer relationships with them.
  • You already have a good amount of content on your website that you can share.
  • You are looking for ways to drive more potential customers down the buyer funnel.

best way to proceed

If possible, the best approach is to devote time to developing both blog content and email content as part of your broader marketing strategy.

Email marketing can take a variety of forms, from automated messages reminding customers of what they saw on a website and more personalized messages from brands sharing stories, insights and advice.

Many brand newsletters include links to content on their blogs, which is a great way to tie these two approaches together and encourage more website traffic, while also appealing to a customer’s need for immediate, easily-consumable content. does.

The best way to move forward is to combine your approaches and use both blogging and email marketing in an integrated manner.

Start by focusing on making you attractive, evergreen blog content, Once you reach a good stock of content, shift your focus more to email, where you can use that content to more actively build community and engagement.

If you are an established travel brand, you may already have both of these techniques in your marketing strategy.

In this case, it’s worth considering how your email content might impact customer engagement and whether you’re looking to improve it by keeping your blog updated and adding these new posts back to your email. You can customize the content you send.

If you are a new brand developing a marketing strategy, consider the terms above and decide where you want to focus your efforts based on your goals and potential.

As this post highlights, both email marketing and blog content creation have their merits. Both are incredibly useful methods that travel businesses can use to establish a recognizable brand image and engage their audience.

Instead of crowning a winner between the two, consider the value that each of these formats have for today’s consumers and customize your offering accordingly to get the best possible results.

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