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Marketing www.parkworld-online.com


3.SEO


SEO, or Search Engine Optimisation, is the business of making your website and content work harder in search engine results (search engines like Google). A well optimised site, like ours, brings loads of page 1 results, meaning when parents search for things to do near them, our website is top of the list. Not to be confused with PPC or Google Ads, SEO is an art and success can’t be bought, unless you’re talking about hiring an SEO pro that is… Your first thought may be to target big volume keywords and


scatter them throughout your site, but there’s much more value in understanding what your potential customers are actually typing into the search bar and crafting content that meets their needs and requirements. For example, if you own an aquarium, you might be tempted by the high volume term “things to do in the UK”, but you’re actually much more likely to get in front of new visitors by targeting the term “aquariums in Leicester” – or wherever you are based. Make a list of the various keyword ideas you would like to


rank for, consider what your customers might be searching and check out keyword tools like Google Trends, the Google Ad Keyword Planner or Ahrefs to find out where the volume of searches is. Then you can be certain your website is targeting relevant keywords and reaching potential new customers.


4.TV and radio TV and radio advertising can come with a hefty price tag, but there are often other ways to get broadcast coverage for your attraction without spending a penny. They key is to avoid a commercial focus and tap into the news agenda, providing a strong news-lead story that features your attraction at the heart. To pitch radio features, offer up an interview with a key person, ideally something exclusive, and if you can tie into something relevant happening in the wider news, you’ve already got an in. Remember radio lacks in visuals, so keep it to something that can be easily explained without the need to see it! Likewise with TV, aside from advertising your best bet for


seeing yourself on the small screen is to approach from a news angle. An exclusive tour of your new facilities, focusing on its appeal to the local community rather than anything salesy, or a stunt supporting a wider news story can help to generate attention, and on-screen interviews can also provide a broadcast opportunity. The key with TV and radio is to be reactive, features can


often be swapped and changed for a more pressing news story, so if you can find an angle that isn’t extremely time pressing, you’ll always have the chance to pitch and re-pitch.


5.Experiential Visiting an attraction is all about the experience, so how can you use that to entice more visitors? The answer is to take a taste of your attraction directly to them, outside of your own four walls. Local festivals, schools and even into high-footfall public spaces like shopping centres can be a great way to reach a new audience, just be sure to check any permissions and licences in advance. So what about the experience itself? A soft play centre could install a giant ball pit in a city centre, a farm park could set up a cuddle corner at a local school, or a theme park could bring a virtual reality rollercoaster to a shopping centre. The possibilities are endless, and can be done on any scale, the idea is that you give them something fun to engage with, that makes them want to come and experience the whole attraction as a planned day out!


NOVEMBER/DECEMBER 2018 79


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