What to Consider When Launching Your Website
by理查德·德·安布罗西奥(Richard D'Ambrosio)/
You’re reaching less than five percent of your followers on Facebook. Keeping up a stream of Instagram photos isn’t easy. Twitter just isn’t converting for you. While your social media accounts can be solid lead generators, you shouldn’t forget about the single most important source for branding your business and generating sales – your website.
搜索engine-generated clicks to your website are the greatest opportunity for you to attract business and build a stream of new customers. Travel Market Report is presenting a three-part series following Kelly Greenleaf on her journey from newly minted travel agent to global travel curator, launching her website in March 2017.
From Sardinia, to Hollywood, to the world
格林利夫(Greenleaf)十二岁时爱上了旅行,她在撒丁岛岛度过了一个神奇的月份。她记得步行到海滩,从当地面包店吃新鲜面包,然后在地中海浮潜。
但是,当她从大学毕业时,格林利夫(Greenleaf)为好莱坞记者和20世纪福克斯(Fox)等公司找到了各种宣传和生产角色。Her work helped fund her love for traveling (30 countries, 6 continents), but she didn’t seriously consider a travel career until she met Wendy Burk, CEO and founder of Cadence Travel, and decided to launch a host agency called Well Traveled Living in September 2015.
Greenleaf了解到,启动网站是重要的第一步。但是,尽管她在营销和促销方面进行了广泛的培训,但格林利夫还是巨大的压力,要使她的第一个网站完全正确,尤其是在好莱坞的许多同事观看中。
格林利夫说:“我的客户数据库中的一半是我在生产中与之合作的人。”“我知道我想要一些我会为之骄傲的事情,‘我在这里。这是我。’它必须看起来非常专业和最新。对我来说,我没有其他方法可以从事这项业务。”
Chelsea Petre, Cadence host agency marketing manager, has seen agents slow down their site launch as they navigate through this branding stage.
“尽量不要被不知所措 - 网站从来没有真正完成,并且不一定是所有人的一切。就像您的业务随着新产品和技术的发展而发展一样,您的网站将始终有发展的余地。只要确保这是您引以为傲的东西,并且您致力于保持其新鲜和最新。”
Find and own your brand
Greenleaf与Cadence的内部营销团队合作,在第一步中提出了第一步,确定了她的品牌并在其营销方面“拥有”它。
“首先,我的品牌是我。This is a personal business, and there are many excellent advisors to work with,” Greenleaf said. “I think that rather than trying to be a good fit for everyone, I am trying to be the best version of me. Not young, but young-at-heart … not serious, but not silly. Enthusiastic about life! At home on safari in Africa or exploring a stepwell in India, but also at home sipping champagne in Paris!”
她代理商品牌的第二部分“涉及将重点放在我的激情上。尽管我很乐意帮助任何目的地的客户,但我关注和专注于我个人最兴奋的目的地。”beplay银行卡
这些目的地包beplay银行卡括非洲,澳大利亚和东南亚,是格林利夫品牌的一部分。(在第2部分中,我们将看到Greenleaf如何确定哪些目的地出名,以及如何销售。)beplay银行卡
"Travel brands are the agents themselves – their expertise, specialties, communication style, customer service approach, location, target client, personal travels, background, reasons for selling travel, etc.,” said Petre.
“当我与顾问合作时,我会帮助他们仔细观察这些领域的每个领域,以最终发现构成他们品牌的原因。一旦我们能够查明品牌的DNA,我们就开始将代理品牌解释为徽标,名片和网站之类的东西,以便以有效且具有视觉上吸引人的方式讲述他们的品牌故事。”
另一则,那和梅林达权力,节奏可怕ctor of marketing and communications, had slightly nuanced differences in what the brand was. But all agreed that it needed to reflect Greenleaf’s personal passion for those authentic experiences she came to first love as a young visitor to Sardinia, and pursued through her adult life.
Make a list about you
Powers calls this “Applied Personal Branding.” She recommends that agents “list out all of your own personal, quirky characteristics and then apply them to your brand or business. If you tend to be the ‘mom’ of your social circle, consider that your nurturing tendencies may be the driving force behind your exceptional and intuitive customer care.
鲍尔斯说:“如果您可以确定一两个特别令人信服的培育时刻,那么您就可以建立强大的精神陈述,最终可能成为业务的口号或咒语。”
鲍尔斯补充说:“在旅行中,我们绝对希望我们的潜在客户有一种最初的信任感,我们希望他们相信我们关心他们的需求,我们希望他们从与我们互动的那一刻起着无缝的体验。”。
“These are all things a website should accomplish – and it is beyond just looking professional. It is sending a message. It is saying, ‘I am serious about this. You can invest your time and resources in my services, and I will not let you down.’”