Nowadays, businesses in the tours, attractions and tourism industry deal with competition from not only local competition but also companies located around the world.

With social media’s ever expanding reach, your tourism business has 2 choices.

As one of the most powerful marketing tools available, when used as part of your overall content marketing strategy,  white papers can yield a number of successful outcomes.

A good white paper can help to generate leads for your business by enticing visitors to download valuable information with just a hint of persuasion, but a great white paper can also help strengthen brand image, highlight your level of expertise, expand your mailing list, and improve your social media presence.

The question is, how do you take your white paper from good to great? Here’s our surgical breakdown.

A company's marketing campaign should be attracting as many customers as possible. However, it is nearly impossible for marketers to reach and engage everyone.

Marketers must launch targeted campaigns designed to interact with potential customers. Using the array of marketing tools available to show people how a company's products can solve their needs can position the company as an expert in their field.  

But when and how should this be done? That is where buyer personas will come in.

As a business owner, it can be intimidating to see all of the successful campaigns already going from your major competitors. It can also be tempting to copy them and try to capture lightning in a bottle twice. Unfortunately, this can often be a losing proposition for businesses when developing a strategy.

[Updated May 21, 2019]

For any business to survive it must continue to innovate and grow year over year. Following trends and keeping up with new technologies are just some of the ways to gain and keep customers. Because of this, lead generation should be the number one priority of businesses, regardless of the industry.

Inbound marketing is a digital marketing strategy that works to attract potential customers via your online presence. Instead of trying to fight other similar companies for potential outbound leads, inbound digital marketing requires you to create valuable online content that encourages customers to further explore what your company has to offer.

The travel industry has long been an early adopter of digital technology, having helped travelers find and book trips online as soon as it was possible to do so. Technology has changed dramatically since the first days of online booking, though, and travel companies must continue to incorporate new advancements into their marketing strategies if they want to remain competitive within the industry – the latest being machine learning and artificial intelligence.

The Retail and Manufacturing Industries are at a crossroads. Traditional retail and malls are failing across the country – and the globe. If retailers have any hope to survive the coming years as the market evolves, they must change as well.

Marketing.

It's a seemingly vague, all-encompassing word that takes on multiple meanings, depending on who you ask. In fact, unless you work in or directly with the marketing department, it's highly possible everything this team does is as elusive as the Loch Ness Monster.

Of course, each department in a company has a specific, important function. Ironically, the marketing folks have one of the most important functions in any business; yet, most people have no idea what they actually do.