Tag Archives: inbound marketing

Inbound Marketing for Ski Resorts

In my San Francisco Inbound Marketing Takeaway post, I noted that I was putting together some thoughts on how to leverage inbound marketing in the resort industry. Finally, over a month later, here it is!

Inbound marketing is essential for any business because the ski business is seasonal and the participants so passionate the opportunities are tremendous.

The content element of inbound marketing is an aspect that ski resorts can easily leverage. Most are already taking lots of photos and videos, the next step is to publish them to social sharing sites like Flickr and YouTube. Even better, give customers a way to publish their own content to a common channel that can be displayed on a page on the resorts’ website. For example, the photo above was taken by a guest at Park City Mountain Resort and tagged so that I could find it and insert it here via Creative Commons license rights.

Another technique is to use blogging and micro-blogging platforms to convey current conditions with more personalized information than is possible using snow report pages, emails or texts. Through the use of hashtags (the # sign)  resorts can even leverage reports from guests and aggregate them in a common stream. Resorts should be sure to use these techniques to interact/engage with their customers as well as to direct them to useful and relevant content. In addition email should be integrated with these efforts  and with segmentation and triggers it can really continue to personalize communications with customers.

Lastly, resorts should be very strategic in how they do Search Engine Optimization (SEO) on their web content and make sure that the keywords and phrases that they’re optimizing for are directly in line with their overall business strategies. By this, I mean that rather than optimizing for general terms like “ski resort” a resort should optimize for more specific items, like “best beginner terrain park”. They should also tag appropriate photos with this and create a video showing off their park – of course a blog post and some tweets linking back to this content this should be done as well to fully leverage the inbound marketing potential of this content.

These are just a few quick examples for resorts and I plan on drilling down further on more specifics on using networks like Flickr, Twitter and YouTube. Are there any additional social networks out there that you think are just ripe for use by ski resorts?!

Photo Credit: bgautrea

Inbound Marketing Summit

I’m excited to be heading to San Francisco next week for the Inbound Marketing Summit taking place on April 28-29. Inbound Marketing is an interesting change, because unlike traditional marketing, which focuses on finding customers and pushing messages to them, Inbound Marketing focuses on ways to be found by the customers.

If you haven’t already, you need to pay attention to Inbound Marketing because traditional marketing isn’t working the way it used to:

  • We DVR our favorite TV programs and skip the ads
  • We have SPAM filters that block unsolicited bulk emails
  • Telemarketing has been crippled by do not call lists
  • Newspapers and magazines are going out of business by the day

The answer isn’t finding a another way to push your message, it’s changing how you reach your customers. The way to do this then, is to help your customers find you online through Inbound Marketing. The heart of any Inbound Marketing effort is to create high quality content. This content can reside on a website, a blog or any other sort of media including video, photography or audio. The next step is to ensure this content is findable via Search Engine Optimization techniques so that your content appears organically in searches – which is still how most people find products online. Finally it’s a natural step to use the wide variety of social media tools to provide additional support and context to your SEO efforts. By the way, if my description of Inbound Marketing isn’t completely clear to you, check out this great post by Rick Burnes on the Hubspot blog for a more comprehensive explanation.

So hopefully you can see why I’m excited to see where the great slate of speakers at the Inbound Marketing Summit think that Inbound Marketing is going in the coming months and I’ll be sure to put together a post or two to sum up what I hear.

Photo Credit: psd