Introducing the Collective Concepts 4 step digital marketing system – designed for tourism, hospitality and event businesses
Collective Concepts offer a comprehensive 4 step digital marketing system, uniquely designed for tourism, hospitality and event businesses, to enable you to engage your audience, increase your brands’ digital footprint and drive online and offline sales for your business.
Every client partnership at Collective Concepts begins with a complimentary consultation to discuss your requirements, digital marketing goals and budget. From this consultation you will receive an itemised proposal of services and delivery timelines, tailor made for your business.
To book a complimentary consultation with Collective Concepts and get talking about how you can increase your brands’ digital footprint and drive online and offline sales for your tourism, hospitality or event business.
Step1: Basic social media audit
Your Basic Social Media Audit is a two-page document designed to review your key social media channels (up to three). The audit will enable you to identify what is working and what areas need improvement, based on a ‘snap shot in time’ of your social media channels.
What does it include?
Review of and recommendations on:
- General look of your pages: brand consistency, overall appeal, consistency of handles
- Description and information: are all fields completed in full? Accurate sections used and content is all up to date
- Content review: frequency of posting, audience targeted content, type of content, visual assets, use of hashtags, use of stories, what works best? (includes a brief insights and analytics review)
- Community management: are comments and/or private messages answered, and on time? Are reviews responded to?
Step 2: Digital marketing strategy
Your Digital Marketing Strategy is a customised and detailed document which follows on from the Basic Social Media Audit in Step 1. The basic audit findings, along with a more comprehensive overview of your social insights and Google Analytics results describes how you should use elements of digital marketing and your your social media channels to grow your audience and your sales, based on your past results, your goals and your target audience.
Every strategy starts with a consultation to discuss your business strategy and your goals, before we delve into your analytics using any tools you already have set up (i.e. Google Analytics, Google Search Console, Facebook Insights, etc.)
What does it include?
- A business strategy and goal setting consultation
- An audit of your existing social media channels (refer to Step 1 above)
- An overview of what your analytics and key metrics are (who is your audience, what are they looking for, how do they behave on your digital mediums, your Google ranking, how any paid advertising is performing, your conversion rate and return on investment (if possible), traffic on mobile, website speed, and so much more)
- A benchmark audit of your main competitors
- Advice on digital marketing mediums to use based on your goals and your target audience
- A content strategy for each social media channel to increase your engagement rate: tone of voice, weekly topics to cover, type of content / media, tips for Stories, which hashtags to use (and when!), frequency, best posting time, etc.
- Blog and newsletter calendar
- Recommendations on how to increase your fan/follower base
- Recommendations on allocating your digital advertising budget
- Recommendations on how to optimise your website and its tracking: SEO tips (Search Engine Optimisation), conversion funnel, keywords to use, etc.
- Digital strategy presentation and next steps overview
Step 3: Content planning and creation
Once you approve your digital marketing strategy, we can start work on content planning, curation, creation and implementation for your social media channels, based on the content strategy.
Having a strategic approach to your content planning and creation means that you know your audience is enjoying regular and engaging content that is aligned to your business goals, while giving you the flexibility to delivery ad hoc, authentic content to compliment your monthly calendar, at any time.
What does it include?
- Initial platform optimisation
- Creation of a monthly content calendar
- Content curation (brainstorming, image research, industry news, events, etc.)
- Content design (incl. platform covers, tiles for posts, competitions, etc. targeted to potential and existing guests or clients)
- Post scheduling and management
- Comment management and account administration
- Ongoing platform optimisation, as required
Step 4: reporting
Depending on the digital marketing mediums you are using, we prepare a monthly report (the frequency can be adaptable) by compiling data to analyse the performance of your website, your social media channels and your online advertising campaigns. It shows the KPI results for the month, for comparison across periods, and is used as a base to recommend the next steps and budget allocation.
What does it include?
- KPI tracking set up as recommended in the strategy, and performance tracking
- Website’s metrics (best pages, bounce rate, time spent, main sources of traffic, etc.)
- Results by channel (social media, SEO, emailing, Google Adwords, referrals, etc.)
- Snapshot of your audience (localisation, age, etc.)
Extras menu
Social media advertising set up and management
Have your social media advertising created, targeted, optimised, managed and reported professionally.
What does it include?
- Target audience research
- Advertising copywriting
- Visual content creation
- Ad set up
- Ad optimisation
- Ad results reporting
Blog copywriting
Get more content for your social media channels, improve your ranking on Google (SEO) or show your expertise. We recommend that you maintain a regular blog on your website.
What does it include?
- Topic creation and research
- Copywriting of blog or article in your brand voice (approx. 600 words)
- Optimised with highly-effective keywords identified for SEO
- Image sourcing: 5 free use images or curation of your own images
- Loading to your Content Management System or website
E-newsletter creation and audience opt-in
Send regular e-newsletters to your contact database. The e-newsletter can cover several goals: increase sales, maintain the link with your audience, make announcements, share news about your business, and so on.
If you are spending time and money on a newsletter, you also need to make sure that you have a growing and qualified database. We can help you to increase your audience opt-in with tips and materials (like an optimised landing page for instance).
What does it include?
- Opt in conversion / sign up strategy (to increase your email database)
- Content strategy creation
- E-newsletter template creation
- Newsletter creation, distribution and reporting*
Google Analytics set up and Google Adwords campaigns
What does it include?
- POA, pricing of set up, campaign management and Google Adword spend will be provided following your consultation
next steps
To book a complimentary consultation with Collective Concepts and get talking about how you can increase your brands’ digital footprint and drive online and offline sales for your tourism, hospitality or event business.
