I was reading an article recently which insisted that us marketing types could learn a lot from the teaching profession. This struck a chord with me personally, as it mirrors the philosophy that has underpinned LeadGenerators’ marketing strategy and that I have always taught at my online marketing seminars.
In my mind, a business should not only feel comfortable imparting their specialised knowledge to their customers but should be proactive in doing so. This willingness to teach makes a business come across as an expert in its industry and provides the kind of information that customers want and need to help them make the right purchasing decisions.
The company as educator is an angle I would advocate especially for our many clients in the travel industry, especially for those whose USP is that of being specialists in their niche, be it a type of holiday or a particular destination.
Because these niche holidays are more specific and targeted than those provided for by larger holiday providers, they have a great opportunity to rival their larger opponents by becoming undisputed authorities and experts for their clients. Too many travel websites just advertise their prices, accompanied by a short description of the accommodation. For this reason, by providing specialist knowledge for potential customers on their website, even a small company can ensnare more business from those that want an expert who can really help them plan and organise a unique holiday experience.
Let’s assume that you are, for example, a villa operator specialising in the Picardy region of France. Now, there’s no shortage of villa sites online, and certainly no shortage of sites offering a wide range of villas in France, either. However the advantage you have is that you specialise in this region. This specialist knowledge gives you the ability to combat your larger, less focused, rivals with an in-depth guide to the region. As part of your web copy, talk about the region, describe the range of tourist attractions, discuss the advantages and disadvantages of certain areas and certain seasons; provide comprehensive information on upcoming attractions and events, local customs and specialities; offer information about where to shop, the local markets, the different restaurants; provide transport information and tips about how best to get around; basically everything anyone looking to visit Picardy could possibly want.
Doing this proves you are an expert, and if you come across as friendly and chatty, you will not only convert more readers into customers but will, more often than not, generate business from customers who are willing to pay more for a complete service and the peace of mind that such expertise inspires.
Travel, Cat Litter and Infidelity
What Marketers Can Learn From Teachers
