You’ve put a lot of time and attention creating a web presence that meets or exceeds your ideal guests needs. Once you’ve done that, it’s time to close the sale.
What do you really really really really want your prospect to do next?
Calls to action should produce an opportunity to exchange information with your ideal guest, bringing them one step closer to committing to your travel experience.
Great Calls to Action
Link your preferred actions to your prospect needs:
Download a travel guide or event planner guide: If you know your prospect well, you’ll also know the kind of information that would make their visit to your region most enjoyable. Prepare a document like: “Top 10 Things to see and do when visiting Charlotte” to help build confidence in your brand for someone already choosing to travel to your region.
Download a poster/pdf: Give your potential guests a poster. I really like giving prospects information in a printable form. This makes it super easy to share their find (your business!) with friends, family or associates who may be traveling with them. Prospects may also print it, put it on their wall refrigerator, and put it in the hands of others.
Use a discount coupon or code: I’m not big on discounts, but time sensitive offers, or value-added travel packages that are only available here and now can generate leads with people who need a final push to make a purchasing decision.
Watch a short video (one that isn’t available anywhere else): You have successfully created the desire, now let people consume more information in the most popular form of online media – video. Spend time and money creating custom response videos that are truly compelling and ensure they match what your ideal guest is looking for.
Like our Facebook Page: I’ve not been to happy with Mark Zuckerberg over the past few months, but he got my thumbs up when Facebook changed it’s call to action on its social pages from “Become a fan” to “Like” us. I like to call this type of offer “a small yes”. Facebook’s like button is a quick and easy way for folks to suggest you to others. Encouraging your potential guest to share this content on Facebook, Twitter and other social media is a great way to encourage someone interested in your offer to spread the word. Like this post so far?
Opt-in to our e-mail list: Email, yes we are all getting tired of email newsletters that focus on selling, but a well crafted enewsletter with an authentic voice can bring a smile to fans and followers. Don’t just simply say, “Subscribe to our e-mail.” Be sure to offer ongoing value to your email subscriber list. Don’t just deliver your messages, deliver values and benefits that match the desire of your ideal guest for something they crave. Want to see a great e-newsletter in action? Check out http://WhiteSquall.com and subscribe to Tim’s e-newsletter. It never fails to bring a smile to my face.
Get a Quote: Pricing of tourism experiences should be clearly indicated on your Website whenever possible. Sometimes, circumstances require variable pricing. Make it easy using a web email form to let your prospect share details their request.
Check Availability: Even without an live automated inventory management system “Check Availability” is my favourite call to action for the tourism industry. Using a simple email request or web form can yield plenty of inquiries from folks perusing your site. . . especially when they don’t have to hand over their credit card information or complete a complex form with too much detailed personal information. Sure all that prospect information might be good for you, but think of the needs of your guest. A valid email address is all the information you need to provide the information your prospect needs in order to make a decision.
Call now: After all, getting a prospective buyer on the phone is probably the thing that closes most sales. Ask for that phone call. Make it easy to connect by offering skype connections or text messaging too! Instead of “fill out this form,” how about, “call us now to get answers from an actual person!” And by all means, Track the origin of phone calls with a simple message pad clearly labeling why folks initiated contact with you.
Buy now: Online purchasing should be easy. If a prospect is visiting your site and wants to give you their money after business hours, why make them wait? Simple tools for online payment including Paypal and Tiny Pay allow embeddable payment options that take just minutes to install and cost very little to manage.
YOUR TURN:
What’s your favorite call to action?
