Reasons you might not be getting enough visitors - no 1

Are you 100% happy with the level of bookings/visitors you're getting? Is there room for improvement and increased revenue? 

There are four main reasons you might be failing to generate the level of income you want. I'll cover each of the four reasons over the next few blogs. Here's the first one.

You might think you're doing all these but it's always worth looking back at recent marketing to double-check, and to do more of this. 

1. Give the right information/inspiration to the right people at the right time

One reason your marketing might not be working is because you're not giving the right balance of information and inspiration, or you're not providing it to the right people at the right time. 

Think about a trip you may have taken or are planning. If I gave you details of the off-street parking before you'd even decided the location was of interest, would you book? Every visitor goes through a similar thought process. It might be long-drawn out, full of dithering or it might be fast, especially if visitors have already (vaguley) heard of somewhere.

Ooh where could I go? That place sounds interesting ->

From what I've heard/found out, I think people like me would like that place ->

I've investigated a bit more and it really does have what I'd enjoy ->

Now I'm ready to look in more detail and make some plans and bookings...

Every business needs to offer inspiration e.g.

• look at this lovely area
• look at what you could do here
• look at these activities
• look what you could learn

and then information e.g these are the facilities, here are the prices - once they're closer to booking.

Action:

Consider the answers to each of these. Really look at your marketing and ask yourself these questions. Then plan what you'll do and when. 

1. Are you getting the balance right between information and inspiration or crowding too much into one post, one web page, one mailing? 

2. Are you giving the kind of information and inspiration that really appeals to the kind of people who visit/who you'd like to visit? Is it bland or genuinely interesting and appealing. If you were a visitor would you be convinced? 

3. Are you providing the information at the right time? For example, you might be telling everyone about your prices when really they still need to know more about the place. Or you're waxing lyrical about something that can only be done at a certain time of year and it just feels too far away? 

Next time I'll outline another key reason you might not be getting the level of bookings you'd like and what to do about it.