Small business digital strategy example for a competitive marketplace. Digital strategy for tourism companies.

I recently met my old friend and former customer who told me about his friends launching the travel agency business in Moscow. Well, I was a little surprised about the positioning — instead of hand-crafted individual tourism product they wanted to start on the most broad and competitive market — all-inclusive tours with low price to Turkey, Greece, Thailand, Vietnam and the other popular routes. This didn’t sound like a great go-to-market strategy for me.

However, after he asked me to meet with these guys and have a consulting session with them I performed a quick example analysis of the competitive landscape of the market using SimilarWeb.

Here is the distribution of the desktop and mobile traffic for the competition.
digital strategy example
Audience metrics: MAU, avg visit duration, avg session depth and bounce rate.
A-Club mobile application on Google Play with the ability to request a tour search.
Our metrics for Google Ads campaign with the app.
Social media traffic has the lowest share in the marketing mix for all competitors.

Looks like we have to try, and we did it. I always insist on Facebook Lead Ads in such consumer industries instead of directing the traffic to your own website — the conversion is always worse and we were tight in the test budget to compare these format approaches. We started right away with a “Tour of the day” concept using Lead Ads.

The channel performance results showed the average cost per lead of $1,04 (after converting RU roubles into USD).

Below you can see the ad variations for tour of the day to Rixos in Turkey and some of the placements we used (incl. Instagram).

These 2 examples illustrate the successful lead generation strategy in a touch market situation. To find it you just need to be less straightforward, but more data-driven. Explore the competitive landscape with SimilarWeb, identify the weakness of competitors and use it to streamline growth.

Want me to improve your leads and traffic?

Let's chat and see what can I do for you. Only if I'll foresee the value for your business in working with me, I’ll be able to take you on as a client.

If you won’t want to move forward together, that’s OK too. Worst case scenario will be that you'll receive some free advice from me which will help you grow the traffic, leads and sales numbers.

Feel free to book an initial 60-minute free consultation. You will hear from me within 24 business hours after submitting the below form.

Want me to improve your leads and traffic?

Let's chat and see what can I do for you. Only if I'll foresee the value for your business in working with me, I’ll be able to take you on as a client.

If you won’t want to move forward together, that’s OK too. Worst case scenario will be that you'll receive some free advice from me which will help you grow the traffic, leads and sales numbers.

Feel free to book an initial 60-minute free consultation. You will hear from me within 24 business hours after submitting the below form.

Small business digital strategy example for a competitive marketplace. Digital strategy for tourism companies. I recently met my old friend and former customer who told me about his friends launching the travel agency business in Moscow. Well, I was a little surprised about the positioning — instead of hand-crafted individual tourism product they wanted to start on the most broad and competitive market — all-inclusive tours with low priceRead More Read More"/> 2019-06-10
Andrei Iunisov - Digital Marketing & SEO Consultant from Chemnitz, Germany
09131 Chemnitz, Hilbersdorfer Str., 52, Germany
+49 1514 5128623