Little did we imagine how much our lives were going to change in 2020 because of Covid-19: our way of relating, working and even the way our clients consume. If we add to this the limitation of movements to which we are still subjected today, we cannot ignore the impact that this has had not only for the travel sector, but also for us as travelers.
The traveler Fisgoacute;n, the leading Spanish travel community belonging to Antevenio, has launched itsIII Study of the Spanish traveler that analyzes the profile of the traveler in the new normal.Based on the responses provided by more than 3,000 users during the last week of June 2020, the report reveals that the trips sought by Spaniards this summer will be shorter, safer and with the option of free cancellation.
And it is that,57% of those surveyed admit not having booked their vacations evenwith the summer already started.Therefore, it seems that many decisions are going to be last minute.
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The traveler of the new normal prefers coast
What the traveler of the new normal is clear about is the destination: 53% prefer the coast, compared to 29% who would choose a rural destination and % would prefer the urban one.In fact,the option of national tourism is specified in four very clear coastal destinations: Andalusia, the Canary Islands, the Valencian Community and Galicia.
In the case of young people between and 30 years old, the Balearic Islands would occupy the place of the Canary Islands.Data that are repeated with respect to the previousstudy on trips carried out byEl Viajero Fisgoacute;n and that also reveal a preference for weekend getaways.
Free cancellation and safety and hygiene measures above all
Online booking platforms remain the favorite option for 42% of respondents. However, the factors that motivate them to make their reservations change.The traveler of the new normal places great importance on free cancellation, with 30% of the votes, and safety and hygiene measures, with 26% of the votes . In fact, as the age segment increases, both reserve factors acquire greater importance.
Gone are the price and the ratings of other users as star aspects so far. However, for the youngest the price remains a decisive element . In fact, more than half of young people between -30 years of age plan to spend between euro; 250 and euro; 500, a percentage that doubles in the following age groups.
Less vacation time and weekend getaways
A very significant fact that for Jon Nicloacute;s, head of content and social networks at El Viajero Fisgoacute;n, reflects ldquo; the current situation, since 86% of those who have participated recognize that they will spend the same vacation time or less than the last year and there is 11% of the population that can only afford some weekend. One week is the option indicated by the majority -53% -, 28% can allow two weeks and 9%, the whole month rdquo;.
Such a short vacation stay requires autonomy when traveling: 54% of those surveyed choose to move by car and with their family -40% -, avoiding the train and plane. These very different holidays will also be reflected in another way in our retina: 25% affirm that they will not share any photos through social networks and those who do, for the most part, will opt for WhatsApp (29%) and Instagram (25 %).
But when thinking about a much less dystopian reality, without limitation of movements, 57% of those surveyed would have chosen abroad to spend a few days these months of July and August , and more than 70%, if we analyze the age range of young people between -30 years old.
Paco Leoacute;n, Rafa Nadal, Antonio Banderas and Blanca Suaacute;rez, favorites . to be confined
But since the present and the threat of possible confinement cannot be forgotten, what better way than to do it in a positive way: With what famous would the traveler of the new normal confine himself? The Top 5 stars Paco Leoacute;n, Rafa Nadal, Antonio Banderas, Blanca Suaacute;rez. and Fernando Simoacute;n. Of course, dreams are dreams.
If you want to know more details of the traveler profile of the new normal, access the complete version of the III Study of the Spanish Traveler of El Viajero Fisgoacute;n.
If you want to improve your brand authority, it is essential that you have good B2B marketing strategies.This is what will allow your customers to trust you when buying a product or service.The idea is that they perceive it as an expert in the sector in which it is developed.
When talking about brand authority, there is no reference to a particular characteristic with which you define yourself.Rather, it'sabout your company's reputation and how people view it.And of course this is possible to achieve, but you must be aware that it takes time and a lot of dedication.
For this reason, it is so important that you designB2B marketingstrategies.There is no doubt that they will be your best allies so that your brand is not only recognized, but also generates trust.This, in turn, will help you generate more sales and build customer loyalty.
Objectives of B2B marketing
B2B marketing works with 3 objectives that are key in any strategy.The specialists in these areas recommend having them always present.Specifically, these are:
Benefits of B2B marketing
Before working on the strategy for your brand, it is essential that you know all the positive aspects that B2B marketing generates.Surely, knowing what those benefits are will encourage you to implement these strategies in your business:
Knowing your buyer persona is the key
The first thing you should do before developing your B2B marketing strategies is to establish yourbuyer persona.It is about knowing what are the main needs of your customers and their preferences.This information is whatwill allow you to define your work techniques so that you can improve the authority of your brand.
You have to anticipate the public, since users currently research the company first before it finds out about them.If what the consumer finds in his search does not satisfy his requirements, he will put it aside and look for another.Therefore, it is important that youcapture their attention with valuable content.
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Keep in mind that your content must be optimized so that it appears among the first places in the search.This can help you reach them in advance, but it is not the only thing you have to do.Here are some recommendations to achieve this:
Optimize your brand authority with these B2B marketing strategies
The time has come for you to learn what are the B2B Marketing strategies that will help you improve the authority of your brand.As you already know, this requires patience, dedication, and time for you to start seeing results.These are some of the best resources you can use.
1.- Make live and direct videos
Today, social media is an excellent channel to reach a large audience.Not only with the publication of valuable content related to your sector.Also,through the live videos that you can do on Instagram, YouTube or Facebook.And if you dare, you can create your ownwebinar.
This type of digital events does not limit the number of attendees and, therefore, they turn out to be a good high-reach alternative.In addition, they allow experts to connect and interact, answering all the questions of the users who are participating.Not only is it a great opportunity for your brand to gain authority, but you will also be able to meet yournew leads.
2.- Make your clients' stories known
Although the objective of B2B brands is to sell to other brands and not to the final consumer, the reality is that in the end it is also sold to people, who are in charge of buying the product or service.For this reason, it is important that they know the history of the clients.
Remember thatpeople make their decision through their emotions.That is why when listening tothe storyof a friend or acquaintance they trust more in making their purchase.Satisfied customers are the best promoters of your brand and help you to attract the right audience.
3.- Video marketing
The digital age has brought evolution in the way of communicating a message.And every time, videos are the format that is gaining strength in B2B marketing.This is known asvideomarketingand it gives you theability to create an emotional bond between your brand and your audience.
One of the best ways to do this, and one that is, in fact, the most popular among companies, is through creative storytelling.Here you can tell the story of your brand and make its values known.Users tend to enjoy these audiovisual materials more and tend to remain etched in their minds.
4.- Explain how your brand was born
People like to know the roots of brands, that is, their history.Andwhat better for these B2B marketing strategies than to humanize your brand to achieve an emotional connection with customers?It is about telling how it was born, its origins, who has made everything possible.
There is no better way to demonstrate the authority of your brand than with its past and present.You can do this through social networks, in factInstagramis widely used to share stories.Use all your creativity, you can make a well presented video and post it onIGTV.
It is not just about you, but also who is behind your success, that is, your work team.Introducing your employees and showing what they do is a great way to humanize your brand.
5.- Get your brand ambassadors
Employees come out again, since they are the bestambassadors of your brand.But yes, it is not about forcing them to talk about it on their social networks.The idea is that you motivate them with corporate activities that encourages them to comment on all the good things to their family and friends.
Who knows your products and services best?Exactly, your work team and, in addition, they also know who the target audience is.If your workers feel valued,they will not hesitate to share what you offer on their social profiles.And they will surely also use word of mouth to promote you to their acquaintances.
You can involve your team in the marketing campaigns you carry out.Ask for their advice, opinions and give them the freedom to contribute ideas.The most important thing is that you always share the end result with them.All this will motivate them to spread the publications you make, since they were part of them.Remember to give feedback thanking them through the company accounts, give it a like . all these details count.
6.- Design B2B campaigns with influencers and micro-influencers
It's no surprise thatinfluencershave a wide audience reach.Therefore, it is appropriate to rely on them to spread your B2B marketing strategies.Many people trust the recommendations made by these characters who are popularon social networks.
Of course, you have to focus on looking forrelevantinfluencers andmicro-influencers.This means that they are specialists in your sector.Experience is what generates greater credibility and trust in potential clients.But for them to be able to recommend you, these public figures need to test the products or services you offer.So they can be sure that they are guiding their followers to make a good purchase.
You already have an idea of the B2B marketing strategies that will help you optimize your brand authority.Now, you just have to get down to work and start implementing them so you can see the results. Don't you know how?AtAnteveniowe stay ahead of trends to help our clients obtain the maximum efficiency from theirdigital marketing strategies.
Knowing how to attract customers in a virtual fair today can be an indispensable skill after the accelerated transition from the physical world to the digital world derived from the COVID19 crisis.
And it is no secret that the world is on the verge of a major paradigm shift.The slowdown in the world economy during the first months of 2020 has driven therealization of online eventsin an unprecedented way.
For this reason,companies and brands have taken great pains to occupy digital spaces to continue reaching their audiencesand not perish in a changing world.
Because there comes a time in life that is about "renew or die."And in this sense, the brands have found in virtual fairs a feasible alternative to eliminate physical barriers and go further in the scope of their goals.
The virtual fair: a new format on the rise
Trade shows are one of the most effective ways for a brand or company to promote itself.People love to socialize, get up close, hear, see and touch.But what to do when circumstances force you to change your approach?Without a doubt, pull the adaptation to the environment.
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Virtual fairs can be an excellent substitute for face-to-face ones if you know how to take advantage of them.In fact, they can function as an excellent showcaseto publicize your products or services,eliminating obstacles such as distance and economic cost.It should not be forgotten that face-to-face fairs also require a trip with all the expenses that this entails.
Virtual fairs make it possible forusers to access all the information about your business with just one click, from anywhere in the world and with no capacity limitation, because it is not a physical space.Which makes them a great opportunity to reach massive audiences.
Attracting customers in a virtual fair does not present a greater difficulty than doing it in a face-to-face one.You just have to be clear about a few keys for the event to be a success.
How to organize a virtual fair
Do not forget that a virtual fair is an online space whose objective is to temporarily promote a brand or company.Therefore, it is advisable that it is not within acorporatesite.In other words, it is appropriate to create a specific page for the event.
In this way, you will also prevent users from getting lost along the way, since it is a specific place to house the virtual stands and where they will have all the information.Like a physical fair,virtual ones are also held and financed through the rental of spaces.
Therefore, even if you are not the promoter, you can also rent your own stand and participate in any virtual fair in your sector.Keep in mind that they are an ideal way to promote your brand and your services and to attract new customers for your business.
Attract customers in a virtual fair
If you are thinking of starting a virtual event and you are clear about the objectives you want to achieve, the next thing you should plan is a good strategy to attract customers at a virtual fair.
1.- Attract leads and attendees: social networks and paid ads
The first step to attract customers in a virtual fair is to attract attendees to it.If no one shows up, it will be difficult for them to interact with your booth and convert.Therefore, runninga strong pre-event campaign is practically an obligation.
There are many actions that you can take to promote the fair.The first thing that will occur to you is to invite your customers and subscribers through aneffective email marketing campaign.Something that, of course, you must do.But one of the main advantages of virtual trade shows is that it can host an unlimited number of attendees.
Therefore, the idea is that you are able to attract new users.The more the merrier!Social networks, adsSocial AdsandSEM campaignscan be your best asset for the dissemination of the event.Of course,try to plan them well and make sure that you are offering them relevant and attractive information.
You can offer them incentives and promises about what they can find at your stand, such as courses,webinarsand other things of interest.In addition, social networks are a great channel of direct communication, so you can answer questions and serve users in the days prior to the event.
2.- Create an attractive landing page
Once you have created advertising campaigns to promote your virtual fair, it will also be necessary to create a place where you can receive more information and register for the event.
This is precisely the function of alanding page for the event.The more leads you generate with it, the more likely they will become customersduring the fair.
But remember, a good landing page must have certain elements that can persuade visitors.You've already caught their attention with the ad that got them there.Now, you need to dig a little deeper into the information so that they decide to register.
Create anattractive titlethat summarizes the objective of the virtual fair.Also, keep an eye out for images and other visuals that grab your attention and make a promise.This is something that, in addition, you must make clear in the text of your landing page.There is nothing more effective to convince than to make clear to them everything they can find in your virtual stand.
Lastly, don't forget to create ashort formand place a visible call-to-action button.If users don't quickly see a way to sign up, they will most likely give up and leave.
3.- Exclusive promotions
Promotions, offers and discounts are always a good option.To attract clients in a virtual fair they are not the exception.Everyone likes to receive a gift or a direct benefit.
Therefore,you can create promotions that can only be obtained by visiting your virtual stand.Thus, they will be encouraged to leave their data in order to obtain the benefit that you offer them.
Although a good strategy may be to arouse the public's curiosity.You can offer a surprise, but if they want to discover it they should visit your virtual stand.Of course, make sure it is something of value, content or a good discount.There is nothing worse than disappointing audiences if they show up and what you give them doesn't bring them anything.
4.- Implement virtual reality to your fairs
The virtual fairs can be visited by anyone with a computer and broadband.But if you want to further increase its value, you should know that it is possible to incorporate Virtual Reality into it.It is clear that the investment will be a little higher if you decide to use this format, but its advantages, depending on your sector, are well worth the price.
For example, suppose you are dealing with a real estate trade fair.Being able to make a virtual visit to the properties will guarantee a better user experience.Which, in turn, will lead to a betterconversion rate.
Thanks toVirtual Realityyou can generate a large amount of content and360ordm; videosthat can also be useful for future strategies.
In addition, you can also start conferences or talks under this format.In this way,you can interact with your audience in a more realistic way and answer questions in real time.You can also present products and allow visitors to experience it as if they were holding it.
Virtual Reality will make it a difficult experience to forget and that users will better remember the brand and gain a better knowledge of it.
5.- Conversational marketing with chatbots
You can attract customers in a virtual fair 24 hours a day if you implement a goodchabotfor your stand.The great advantage here is that you canprovide customer service regardless of the time or placefrom which they connect.
In addition, another advantage is that you can know in real time the opinions and behaviors of users and thanks to an Artificial Intelligence system you can better adapt your strategy to their needs and interests.
6.- Share on social networks
To attract customers in a virtual fair, it is a very good idea to share on your social networks how everything is developing during the days of the event.Thus,you can attract more people to enter the platform and visit your stand.
Keep in mind that a virtual fair can last several days and this can help you generate interesting content for you to disseminate on your other channels.
As you have seen, attracting customers at a virtual fair is a great opportunity to grow your business.You canincrease the reach of your brand by creating an innovative virtual space that eliminates borders so that your target audiencecan get closer to your brand wherever you are.
If you are thinking of launching an online event, or participating in one, and youneed to generate new quality leads to help your sales team work, at Antevenio we areexperts in Performance Marketingand we can help you achieve it.We speak?