Travel blogger? Conversion rate is what really matters
What’s really important for travel bloggers? Keeping up appearances or the actual results? Photo and post-production?
There was a period when I would have answered: all of this is important! Today, I know that the most realistic answer is: the results!
Let me explain a bit more in detail. Suppose that the new Resort “XYZ” wants to promote its business internationally and develop an online marketing strategy. The first thing they do is contact bloggers, journalists, Instagrammers, YouTubers who are a good fit with their promotional campaign. In other words, content creators that are able to effectively convey the experience of staying at the hotel to their readers.
At this point, content creators get to work and the number one thing they need to keep in mind is the conversion rate. Yes, you read that correctly. Many content creators don’t care about this aspect but it is why, fundamentally, hotels choose this type of strategy.
Traffic to the website and social profiles or requests for information and actual bookings can both represent ways to measure the conversion rate.
HOW TO TURN READERS INTO CUSTOMERS
Assuming that you already do a good job on social media and on your blog (if you want to learn more, I suggest you read ‘How to be a travel blogger? How should a travel blogger communicate?’), let’s see what it takes to get your client results:
- Time and effort: you cannot think that a picture in a bikini with the Caribbean sea in the background makes reader purchase airplane tickets. Such photos attract likes, not conversions.
- Storytelling: stories are what fascinate the readers. Share something unusual and new, show the behind-the-scenes or interview the locals. Writing a one-liner like “Come to this hotel because of its excellent cuisine” isn’t the same as to write about where the ingredients come from or how they taste. An example: ‘Flavors of Sardinia? Il Giardino Ristorante Pizzeria’.
- Network: keep in touch with the businesses and brands you worked with. Engage with your readers and answer their messages as quickly as possible. According to InsideSales.com, 50% of buyers choose to rely only on those who answer first.
- Just ask: one of the best things you can do is to ask your readers directly how much your work contributed to their choice of booking the hotel. Of course, it is not always so easy to establish this accurately, but having feedback about your work is a necessary step for growth and improvement. Not asking will not change the fact that your content didn’t convert (a bit redundant but clear, am I right?)
- Alignment: the content creator needs to be in sync with the brand’s marketing department because the sales funnel ends on their side, not yours.
Always do your best: if a brand believed enough in you to partner up, you should not let them down. A job well done will get you more work down the line.
These are the few (but not simple) steps to take into account if you want to do a good job as a travel blogger. I still have a lot to learn, so I invite you to write me what you think. Maybe there’s something I have not thought about which is instead essential.
In the meantime, thank you for reading!