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Marketing


The DIY approach


You don’t always need a fancy agency or big budgets to achieve your marketing goals. Lisa O’Keeffe, brand manager at the biggest website for family days out in the UK, www.dayoutwiththekids.co.uk, shares her tips for getting the best results from your in-house marketing strategy in 5 simple ways…


1.Social Media Be a part of the conversation, by ensuring you have an active and engaging social media presence. Online you’ll find loads of tips and advice for everything from how often to post and when, to what content performs best. Whilst this advice can be useful for those starting out with running a business account, there’s actually only one real piece of advice you need to know: know your audience. There’s certainly not a ‘one size fits all’ approach, so


knowing and understanding your customers will help you deliver engaging content that your audience will want to see. On our own accounts, we get great engagement both first thing in the morning and early evening, whereas a restaurant would typically avoid posting anything before lunch. We post multiple times a day on each platform,


whereas smaller businesses might post just once or twice - it’s all about finding what works for you. Keep a close eye on the analytics built in to each social media channel and ensure you track stats - this will help to inform your strategy. You’ve likely also heard the old adage that content is king, and that’s absolutely the case when it comes to social. Behind the scenes video, special offers and the latest news are just some examples of content you could share, but the idea should always be to show something they can’t find elsewhere - something unique that makes them want to visit. Farms and zoos are typically some of the best for this, with live lambing videos, cute photos and naming competitions all great examples. Use what you have available, you’ll be amazed what you can create with just a mobile phone.


2.PR and advertising The world of PR and advertising can be daunting, but there are some really simple ways to add effective PR activity into your wider marketing mix. Regional, or local, PR is a fantastic way to showcase your business, and it’s completely free! Do a quick search for news in your area to find a range of different outlets, and head to their contact pages to find email addresses and phone numbers. Build lists of contacts and send them your latest news, invitations to visit or details of events too. Talk to them regularly and start to build relationships, in exchange, you’ll likely see your attraction featured in things to do round ups or news stories, both in print and online.


Whilst PR and editorial are both free, advertising is another


route to help put your attraction in front of new customers. Advertising comes in many different forms, from booking a page in your local newspaper, to working with websites like us to reach your target audience, and each will have options to match your budgets. Advertising often opens up the door for accompanying editorial opportunities, giving you a chance to get more bang for your buck!


76 NOVEMBER/DECEMBER 2018


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