In This Tourism Marketing Quick Tip:
When you are structuring your key paid marketing funnel, there are a couple of things that should drive your decisions. In this Tourism Marketing Quick Tip, we will dive into what those are and a real-life example of a successful paid marketing funnel.
The Steps to a Successful Structure
- First, you want to ensure your paid funnel is structured to surface your products, packages, and offers.
- Second, make sure that you’re placing ads in front of the right people when they have the motivation to experience a product like yours.
- Third, ensure that you’ve paid careful attention to create a seamless and frictionless path to purchase after the customer has clicked on your ad.
You’ll have the most success at the intersection of high motivation and high ability or low effort.
An Example
Birthday parties are a great example of paid placements on Meta that can meet the criteria above. Birthdays give someone a reason to do something, so you’ve checked the motivation box immediately. Now you just have to find these people, and luckily Meta has an audience category that enables us to target people with upcoming birthdays.
Many tours and attractions are great options for birthday parties, so you can perfect your prompt by creating a package or offering centered around the birthday party experience.
For example, we worked with Kerfoot Canopy Tour to create a birthday party zipline product with an ad for the birthday guest. What’s great about this example is how the ad exposes just a few reasons why birthdays are great at Kerfoot, and then that message is continued onto the landing page, creating a really natural transition.
We were also careful to consider the needs of the birthday party group vs. traditional customer groups. Birthday parties may need a place to share cake, open gifts, and set up some yard games. Kerfoot has plenty of space for this. So, for little to no added cost, they have created a unique birthday package for birthday groups.
Think about your product and your audience. Where is their high motivation to buy? Is it good weather? Holidays? Anniversaries or date nights? Family day? Once you’ve considered what drives motivation for your customer, you can work on creating products or offers to support and cater to that motivation. If you do this, you’ll be a step above most of the industry.
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