3 Reasons Your Audience Isn’t Growing

3 Reasons Your Audience Isn't Growing

It can be frustrating – you’ve spent hundreds if not thousands of pounds having your website professionally designed, yet your audience is not growing and it is not the hive of activity that you had hoped. Don’t despair, all is not lost – in this article, we’ll take a look at three simple reasons why your audience is not growing on your website.

1) Creating no or the wrong type of content

When it comes to a website there are two huge mistakes that tourism businesses make – they either have no content plan and the website is left dormant or, they are publishing the wrong type of content and these are the main reasons for their audience not growing.

It’s essential that you create a content plan – and focus on the type of content that you enjoy creating within the timescales of your business.

Understandably, most of your time is taken up with the main business functions and dealing with customers, but it’s critical that you put time aside at least once a week, to create a new piece of content that is going to attract your target audience.

While it is nice to read that you bake the bread for breakfast, it isn’t the type of content that is going to attract your target audience. Behind the scenes, content should be created but the main focus needs to be on the content that your audience is searching for.

Think about what content your audience is searching for during the planning and research stage and focus your time and effort on this type of content.

Let’s pretend you sell tours in Hanoi, Vietnam.

  • Write an article like ‘15 Things to do in Hanoi’ and include your tour within the article.
  • Make sure you add value by not just promoting your tours.
  • Include a link to where the reader can enquire or book the tour.
  • Include a simple form where if they sign up you’ll send them a free guide to Hanoi.
  • By doing this you are attracting the right audience who have an interest in visiting Hanoi, or, are heading there soon and are looking for inspiration. If they aren’t interested in booking a tour right now, you’ve hooked them in with the free guide. It’s a strategy that works.

    2) Lack of Search Engine Optimisation

    I hate jargon – so lets quickly highlight what search engine optimisation means – basically, your website needs to be set up so that the search engines like Google can find your content and list it on the first page of the search results.

    This is a simplistic way of looking at it, and it’s a huge topic that we’ll focus in future articles but it’s important that you do the basics of Search Engine Optimisation so your target audience can find your content.

    Here are some quick tasks you need to complete

  • Research the search term that your audience would use to find your piece of content.
  • Make sure that the search term is used in the title of the page, and within the content.
  • Learn about HTML title and description meta tags that the search engines look for.
  • As I mentioned, this is a huge topic and not one I can go into detail right now, but there are tons of resources online like Moz, and Google Webmaster community that will give you a start until content is written on Tourism Hive to help you.

    3) Lack of a marketing plan

    By this point, you can start to see how publishing regular content on your website is important – once you’ve created that well-written article, or, inspirational video, you need to know where your audience is active and reach out to them to promote your content. The majority of tourism businesses do not have a marketing strategy or plan so waste time on platforms where their audience isn’t active.

    If you don’t have a marketing plan

  • Chances are your marketing and promotion efforts will lack consistency.
  • A good plan documents a course of action for promoting your website.
  • Helps you track which marketing approaches result in the biggest growth.
  • This means you won’t know which of your marketing approaches works. You could be wasting money on marketing and advertising that doesn’t work, which is why it is frustrating observing so many tourism businesses creating content on social media and having no idea how effective it is being because they are not measuring it.

    Let me know on Facebook or Twitter if this advice helps you.

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