Expanding your digital footprint

While it is typically the technology forming the greatest barrier to entry, I often see critical mistakes made in execution and practice. Marketing is not a one-way stream of information, but a careful and deliberate conversation with clients. Many travel professionals confuse marketing and advertising, so their efforts at marketing look more like newspaper advertising than conversations with clients.

​While working with some travel professionals on the topic of  “Expanding Your Digital Footprint” my research revealed a rather surprising weak spot. Most of the travel professionals were eager to know the best practices in social media, search engines, websites, newsletters and blogging. But many also quickly confessed to a deficiency of fundamental knowledge on how to get started.
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Most often, it is the technology we find daunting. It is not hard to understand why many travel professionals have problems with digital marketing. Our passions run to the travel experience, not technology and marketing. To become really proficient in any branch of digital marketing takes precious time and resources. Yet, beyond the technologies, the fundamental skill sets are largely the same whether networking in your local community or digitally.

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