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If you are an adventure travel company offering niche journeys and destinations, or providing sustainable eco-tourism offerings, you don't need me to tell you you are in a highly competitive, low margin market.
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That is why it is critical that you make a actual work to focus on promotion your journeys in addition to providing world-class tour offerings. But all of companies they see in the field are "mom and pop" operations with few full-time staff members, and owner/operators who would prefer to be in the field than managing a promotion work.
How are you able to overcome this issue? Google to the rescue!
Google offers a wide range of excellent tools that you can use for promotion intelligence as well as viral promotion. I'll go through some of the simplest to make use of, and hopefully help you to receive a jump on your competition.
First, check out the simple and user friendly Google Alerts. Using Alerts, you can set up automated search agents that will e-mail you with every day updates of any weblog postings, web-site updates, news articles or videos containing keywords. The obvious choices are your company name, your competitors' names, and your niche destinations or tour types. This will let you keep your finger on the pulse of the world wide web as it relates to your business, and lets you keep tabs on your competition's promotion efforts and successes. You might also find some great new venues to get your own messaging out, like new forums, blogs and web magazines covering your specialties.
Next, get your stuff up on YouTube. It is not for bad guitar players and children falling off skateboards-- you can post all kinds of great footage of your journeys and tours, and by keywording judiciously in the descriptions and titles, discover a whole new audience you might seldom have reached. Generate a YouTube homepage with links to your web-site, information about your company, and generate a community around your videos. Check in and keep any comments on your videos on-topic, and answer any questions that are raised.
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Google Groups is another great place to see and be seen. You can start a Group around your company, your destinations, or your unique trip offerings. Or you can join up with groups of like-minded hobbyists who also enjoy "extreeem beekeeping" (or whatever it is you are in to!) and become known as subject matter professional. Use links to your web-site within your signature, without being obnoxious about it, and you'll increase your credibility while getting your name associated with some great keyworded content on a site that is well indexed by Google.
The Google Local Business Middle is a chilled device to let you post information about your business in a yellow-pages type of format. You'd be surprised how much traffic these can get for you, and it is common sense-- why would not you have a listing in this listing? It is simple, speedy and free. You can also generate coupon offers for those who find you in the Local Business Middle, so you can receive a gauge on how well your online marketing is working by the number of coupons redeemed.
Finally, think about signing up for a Google Base account, and adding your journeys to the Events information type. You can upload a simple text file you can generate in Microsoft Excel or Notepad, and get all of your journeys indexed quickly. It also might help that using Google's APIs, any partner sites or adventure travel aggregator can display your listings and redirect traffic to you.
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