Email Marketing
Omi Diaz-Cooper – CEO, Speaker on Feb 18, 2020
DCA Team
Omi Diaz-Cooper – CEO, Speaker
Omi Diaz-Cooper – CEO, Speaker
Photo by Anete Lūsiņa
Is your website producing new leads that you can turn into customers? We know that email marketing is one of the easiest and most cost-effective ways to generate new sales, in fact, according to a HubSpot article on Marketing Statistics for 2020, there are currently 6.69 billion email accounts in the world and content marketing gets three times more leads than paid search advertising. So, how do you get those leads in the first place?
Buying lists has been a common practice in the past, but with an average response rate of less than 2%, this ineffective practice is also too costly. It is time for the tours and excursions industry to embrace the power of lead magnets on your website to generate new qualified prospects.
Lead magnets are a simple and decades-old tactic in marketing. Think of them like small “incentives” that can turn a profit. In essence, lead magnets offer something of value to prospective guests in exchange for their contact information and permission to be added to an emailing list. Instead of offering the same old lackluster calls-to-action like “Join our Newsletter,” use a lead magnet to entice web visitors to give up their email.
With their contact information in your database, you can send out attractive offers that create new and repeat bookings. Consider this the first step in the Customer Value Journey Optimization process. Lead magnets are a vital first step to effectively marketing tour and excursion businesses because lead generation is the foundation for brand building and increased revenue that lasts.
Using lead magnets is so effective because not only are you demonstrating your company’s unique selling points, you’re also creating instant customer gratification by giving away something of value to them.
This hotel lead magnet example is tailored for destination wedding brides-to-be:
Here’s a tip on how to properly use lead magnets: Treat this like a new relationship. You don’t want to scare someone off by being too aggressive or clingy, right? You should be creating meaningful exchanges by providing value and knowledge that is mutually beneficial to you and the customers. It does not take extensive money or resources to nurture that relationship via email to generate sales.
If you offer unique experiences, discount codes or value-adds are a great way to create leads that produce an influx of new sales. By offering a percentage off a first-purchase, or a valuable add-on, you can attract countless new customers to buy into your services.
Here's an example of a pop-up lead magnet with a discount offer for an attraction:
There are lots of other creative types of lead magnets that can be implemented into your digital marketing strategy. These may come in the form of short, interactive quizzes or surveys, packing checklists for your specific destination, or maybe even a curated itinerary that includes the best dining experiences to enjoy after the customer’s excursion experience
Now, just because these may seem like unique and fun ideas, will your customers really care about them? You have to make sure that the leads you create are tailored to your target audience. You also have to ask yourself if the lead you want to offer is really valuable. Does it solve a problem or give customers something they need?
In this case, the old trope “know your audience” is actually your most powerful tool. Don’t be afraid to test out leads and change them if they aren’t well-received by your audience when they go live. Say snorkelers down in the Florida Keys don’t really need another guide to “the best diving equipment,” try offering them a how-to on “environmentally conscious tourism.”
Here is sample lead magnet CTA designed to attract ecologically-conscious tourists.
There is no limit to how imaginative you can get with lead magnets.
Lead magnets are simple to implement with content for the magnet, website editing capabilities, and an emailing system to distribute the content with. Once you have that figured out, think about the best place for your lead. Let's review the conversion path that turns website visitors into leads:
Here is a Landing Page with Lead Magnet offer.
This process starts an email marketing campaign which is really a conversation with the prospective guests to keep them engaged with your business. Always remember to provide value with every email, and not a hard sell. After the first email you can link back to your booking pages and soon enough those "lookers" will turn into "bookers."
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Diaz & Cooper is a Growth Agency specializing in the creation and execution of sale-driven marketing strategies. Our mission is to create a world where marketing and sales align to increase revenue and generate more leads for the sales team.
Omi is what happens when you’re addicted to people, travel and your iPad. Which might also explain why she has a BA in Anthropology along with her degree in advertising. As the CEO of Diaz & Cooper she helps shape campaigns that resonate with customers and prompt meaningful, measurable action. When she’s not speaking at industry conferences like INBOUND, she’s jetting off places with lots of history, like Pompeii.
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