Online Marketing Toolkit

Modern technology has made significant changes in the way today’s businesses promote their companies and products. Marketing your business online is a valuable step towards reaching your potential customers. This section provides some resources and tips for marketing your tourism business online. The Tourism New Zealand Trade Marketing Guide provides basic information on how to market and promote your tourism business internationally. Read about the steps you should take when working with media, the trade and for using online channels.

Social Media

Social media incorporates various platforms - you've heard people talk about tweeting, liking, favouriting, retweeting, posting and #hashtags - but it can seem like a foreign language! Below are some of the more well known and used social media platforms used by travellers and visitors.

 

Facebook

More than a billion people use Facebook to stay connected with friends and family, to discover what’s going on in the world, and to share and express what matters to them. Businesses can create Pages in order to connect with their customers on Facebook. To create a Facebook page for your business, find out more here facebook.com/pages

Your Facebook Page makes your business:
  • Discoverable: When people search for you on Facebook, they'll be able to find you.
  • Connected: Have one-to-one conversations with your customers, who can like your Page, read your posts and share them with friends, and check in when they visit.
  • Timely: Your Page can help you to reach large groups of people frequently, with messages tailored to their needs and interests.
  • Insightful: Analytics on your Page will give you a deeper understanding of your customers and your marketing activities.
When you set up your Page, you can request a web address such as "facebook.com/yourgreatcompany", which makes it easy to find. To maximise the impact, include this address on your business card, website and other marketing materials.
 
Remember: Your Page is an extension of your business. It's an easy way to share updates and more with the people who matter most. It's ready to help you engage your customers on desktop and on mobile. Find out more here facebook.com/business/overview


To learn how to make your business succeed through Facebook, find out more here facebook.com/business

Twitter

People come to Twitter to discover what’s happening in the world right now, to share information instantly, and to connect with people and businesses around the globe. With hundreds of millions of users and over 500 million Tweets being sent each day, there is a great opportunity for businesses to reach a global audience of new and existing customers.

No matter what type of business you are — from a large retailer to a freelance designer; from a B2B software provider to a mobile app company — you can use Twitter to build meaningful connections with a relevant and engaged audience. These connections can lead to actions across a network of loyal customers for your business.

80% of users on Twitter are accessing it via a mobile device. There is a real opportunity for businesses to reach potential customers no matter where they are or what they’re doing.

Twitter is an information network made up of 140-character messages called Tweets. It's an easy way to discover the latest news related to subjects you care about. Find out more here business.twitter.com/basics

How your business can use Twitter

Businesses across the globe are finding value in Twitter. How organizations use the platform varies, but here’s a few suggestions for different ways your business could get value from Twitter:

  • Listen and learn. 
    Find out what’s going on in your industry and what your customers are interested in. Use Twitter search to listen to the relevant conversations that are happening and jump in where you can add value.
  • Drive awareness. 
    Raise the profile of your business and increase the impact of your marketing by using Twitter to regularly communicate with your followers. Extend your reach even further with Twitter Ads.
  • Provide customer service. 
    73% of SMB Twitter users said Twitter provides them with a quick way to reply to customer service issues. Use it to quickly and easily respond to support queries and to develop a good reputation for your business and strong relationships with customers. 
  • Connect with influencers. 
    Twitter breaks down the barriers and enables you to connect with anyone. It’s a great way of joining or even starting discussions with influencers and industry experts to raise the profile of your business and build valuable connections. Find out more here business.twitter.com/basics/learn-twitter

Snapchat

Snaps are picture or video messages taken and shared with friends on Snapchat in real-time. Snaps can be viewed for up to 10 seconds, depending on the amount of time the user chooses. Snapchatters can choose to have their photo or video saved in their phone’s photo gallery or just sent to friends.

By default, Snaps disappear from the screen once they are viewed - unless your friend decides to keep it, such as with a screenshot or separate camera. Snaps are meant to make conversation more spontaneous, visual and fun!

Snapchat Stories

Stories string Snaps together to create a narrative that lasts for 24 hours. To create a Story, a user chooses to add their Snaps to their Story. Depending on their privacy settings, the photos and videos added to a Story can be viewed by either all Snapchatters, just the user’s friends, or a customized group. Stories honor the true nature of storytelling - in sequential order with a beginning, middle and end.

Share your snapchat username with your visitors so they can view your snapchat stories and see what is happening at your experience today. Find out more here support.snapchat.com/ca/getting-started

Instagram

Instagram is a community built on the power of visual storytelling.
Businesses have been a part of the community since the beginning, using the platform as a way to showcase their products and services in a rich, visual context. Below are some tips with getting started on Instagram.

Account name: Choose an account name that's easily tied to your business. A company name works great.

Profile photo: Simple is best. We recommend using your brand's logo or a graphic symbol. Keep in mind it will be cropped into a circle and appear as a 150 x 150 pixel image (that's pretty small) on most phones.

Text: Different caption lengths work well for different audiences. Test and learn from trying out various caption lengths with your followers. Incorporate hashtags to categorize your content and make it easier for non-followers to discover you. We recommend up to three hashtags so they don't detract from the simplicity of the post. Ask questions to engage people.

Commenting & liking: Play an active role with your community. Engage with comments and questions on your own posts and use hashtags, location tags and Photos of You to discover and join the conversation on other community members' posts about your brand.

Tagging: Include the location of your photo or video when it helps tell the story of the image. Use the Add People feature to tag accounts in your image when they will help you reach a broader audience.

Image tools: Edit your images and videos with filters and other creative tools available in the Instagram app. These effects give images that unmistakable "Instagram" look that people respond to.

Image subjects: Post photos and videos of beautiful and unexpected moments that also feel authentic and immediate. Whether your subject is a person or an object, capture it in a context that gives a sense of your brand's identity or point of view.

Search & Explore: Use Search & Explore on mobile or desktop to discover people, locations and posts that may be relevant to your brand. You can also explore trending hashtags and top accounts. Find out more here business.instagram.com

 

LinkedIn

LinkedIn is the world's largest professional network with more than 400 million members in 200 countries and territories around the globe. LinkedIn's mission is simple: To connect the world's professionals to make them more productive and successful. When you join LinkedIn, you get access to people, jobs, news, updates, and insights that help you be great at what you do.

Businesses can list job openings, and individuals can search for jobs at companies that appeal to them.

Build a presence for your business on LinkedIn: Create your page, attract followers, and post company updates to drive engagement.

Create a Company Page: To get started, just enter your name and company email address. Then, verify that you are eligible to create a page on your company's behalf.

Complete a company profile: Create a company description and overview. Try to be concise, but include what your company does, its specialties, and what makes your business unique.

 

© 2019 NZ Maori Tourism Society