Digital MArketing For Tourism Associations (CVBs)
Comprehensive Digital Marketing Strategy for New England Inns & Resorts Association
For six years, we partnered with the New England Inns & Resorts Association (NEIRA) in Massachusetts to enhance their digital marketing efforts. As a destination marketing association and CVB, NEIRA promotes small inns and resorts across New England, funded by its members.
Our multifaceted approach included SEO, content strategy, technical website strategy, and social media management, aimed at increasing visibility for NEIRA's member properties and converting website visitors into leads for the association's hotels.
DRIVING
LOCAL VISIBILITY
Expanding Reach and Value for Travel and Tourism Associations
This collaboration with NEIRA showcases our expertise in delivering comprehensive digital marketing solutions for travel and tourism associations, significantly enhancing visibility, engagement, and lead generation for their member properties.
Consistent Lead Generation
Achieved a 21% increase in leads for NEIRA’s members over five years.
Increased SEO Traffic
Sustained growth in SEO-driven traffic annually across all New England states.
Industry Recognition
NEIRA invited Scott Fish, founder of 32° Digital, to speak at their annual members' conference, providing valuable digital marketing insights to benefit their members.
EXPLORE HOW WE DID IT
Partner with us
Key Services and Strategies Implemented:
- Tourism Social Media Strategy: Developed a social media presence that connected with potential visitors, driving newsletter signups and website conversions through effective organic and paid posts.
- Travel Industry SEO: Launched an SEO campaign that captured global visitors seeking unique travel experiences in New England, focusing on family-friendly, romantic, pet-friendly, and seasonal activities.
- Travel Industry Paid Search Campaign: Maintained low cost per visitor and lead through strategic Google AdWords targeting.
- Local Travel Marketing Campaign: Ensured effective visitor conversion by optimizing information flow and funneling traffic to NEIRA's partner hotels.
Further Strategic Details:
- Targeted SEO and Content Strategy: Our dual-focused content strategy combined geographically targeted content with engaging "things to do" segments. We developed new content centered on family-friendly events, weddings, regional festivities, fall foliage, and other locally significant topics. This approach significantly boosted SEO-driven traffic across all six New England states, consistently increasing lead generation for NEIRA’s several hundred members by at least 21% over five years.
- Enhanced Social Media Engagement: We crafted a robust social media strategy that resonated with potential visitors to the New England region. Utilizing Facebook organic posts and paid boosted posts, we created an ecosystem that drove newsletter signups and website conversions. By finding the right voice for the association and aligning it with the member hotels, we successfully engaged and attracted a larger audience.
- Efficient Paid Search Campaigns: Our targeted Google AdWords campaigns were crucial in reaching the right audience at the right time, ensuring low cost per visitor and lead. This strategic targeting maintained cost-efficiency while maximizing reach and engagement over several years.
- Optimized Local Travel Marketing: We worked closely with NEIRA to ensure that website visitors were effectively funneled through the conversion process. By optimizing state-specific pages, "things to do" pages, and other key areas, we enhanced the user journey and increased the number of leads directed to NEIRA's partner hotels.
START SOMETHING BIG
START SOMETHING BIG
PArtner with us
This collaboration with NEIRA showcases our expertise in delivering comprehensive digital marketing solutions for travel and tourism associations, significantly enhancing visibility, engagement, and lead generation for their member properties.
Top 3 Challenges Tourism Associations Face with Their Digital Marketing
Engaging a Diverse Audience
Challenge & Solution: Tourism associations must engage a diverse audience, including families, solo travelers, couples, and adventure seekers, each with unique interests and needs. To address this, developing targeted content and personalized marketing strategies is essential. Utilizing data analytics to understand audience preferences allows for the creation of tailored experiences and promotions that resonate with each group, enhancing engagement and satisfaction.
Standing Out in a Competitive Market
Challenge & Solution: With numerous destinations vying for travelers' attention, tourism associations need to stand out in a crowded market. Implementing a robust SEO strategy and leveraging social media platforms can significantly boost visibility. By highlighting unique regional attractions, cultural experiences, and special events through engaging content and strategic advertising, associations can differentiate themselves and attract more visitors.
Measuring and Optimizing Marketing Efforts
Challenge & Solution: Effectively measuring and optimizing digital marketing efforts can be challenging due to the variety of channels and metrics involved. Utilizing advanced analytics tools and regular performance reporting helps track key metrics and identify areas for improvement. Continuous optimization of campaigns based on data insights ensures that marketing strategies remain effective and yield the best possible return on investment, driving sustained growth and success.
SUCCESS STORIES
I have worked with Scott and 32 Degrees for 3 years. They handle my SEO and other digital marketing. My best example of how great Scott is at his job is: we took a 3 month break from his services and lost a quarter of our business- needless to say we are back in the fold. Scott is fantastic at what he does and is very conscious of results and will tweak things to make sure we stay top of mind to our existing and potential customers.Laura Tunberg, Visiting Angels
I met Scott Fish and 32 Degrees Digital a few years ago while he was consulting with the Eola-Amity Hills Winegrower's Association. It was clear that he had the skills I needed to help me upgrade the SEO capability of the website for my small inn, Amity Flats. Over the next several months Scott Scott worked closely with me to analyze and refresh the text on my website. He is easy to work with and knows what he is doing!!Barbara Bond, Eola-Amity Hills Winegrowers Association
32° Digital may have a chilly name but they are red hot when it comes to SEO. Not only do they dominate the hospitality and winery markets but they also do a phenomenal job with restaurants and tourism sites. What sets them apart? Other than their unique expertise in a very niche market like SEO, they also understand the customer journey for these verticals which helps them to consult their clients on how to improve workflow and culture. If you haven't had a chance to chat with Scott Fish, take the time...it'll be well worth it.Brent D Payne, LOUD.us
32 Degrees is phenomenal! They helped my organization achieve instant ROI by implementing a focused SEO, PPC and Digital strategy. I can't recommend Scott and his team enough.Adam Tucker, Ethos Executive Search Firm