With a new year comes a renewed focus on optimizing your operations and online presence. Creating a successful digital marketing strategy will put your business in front of more potential customers, so it’s important to stay ahead of the curve.

For tour and activity operators, much of your marketing strategy should be based on a strong foundation, like having a current Google Business Profile and a modern website with engaging activity descriptions. 

If you want to maximize your marketing dollars this year, these three trends are a great way to try something new and see a big impact in your overall marketing strategy. 

1. Short, Vertical Videos

If you’ve yet to embrace video, now is the time! Video has been important for quite some time, but nowadays most platforms are embracing short-form, vertical videos. These snappy clips tend to have the best reach—not surprising considering 94% of users hold their phone vertically (ScientiaMobile). 

To take advantage of this video format, start by watching Instagram Reels and TikToks to get a sense of the content. Creating videos doesn’t have to be daunting, especially when you consider that vertical video content is easily filmed using just your smartphone. 

Check out these tips on how to make a compelling Instagram Reel and consider working with micro-influencers to see your videos make a bigger impact.

2. Micro-Influencer Content

Influencer marketing is on the rise in 2023. 17% of marketers plan to invest in it for the first time, while 89% of marketers already working with influencers will maintain or increase their investment this year (HubSpot).

Partnering with micro-influencers in particular can be a fun and cost-effective way to create authentic content for social media.

Micro-influencers have accounts with fewer followers than typical influencers, but these followers tend to be highly engaged. These influencers are not celebrities and therefore reach a niche audience who see them as trusted figures.

Customers are more likely to book a service recommended by someone they know and trust, which is where influencers can help your brand with social proof and word-of-mouth marketing. 

Take a look at some influencers in your location and niche to get a sense of the content they create and whether it would work for your business.

3. Branding Focused on Customers and Employees

One of the most overlooked marketing considerations is your overall brand image. It can be tempting to prioritize your paid ads, SEO, and other strategies that feel like they have a higher ROI—but how you brand your business impacts your customers and potential employees.

Your brand visually defines your business and makes you more recognizable online. While this will certainly help attract potential customers, you can’t forget about positive employer branding. 

As companies are still fighting to hire staff in the after-effects of the pandemic, how you highlight your culture, perks, and benefits matters. Establishing your workplace as a business worth working for will help you attract and retain talent even in a fluctuating industry. 

Work on refining your brand and considering the employee experience, especially training staff and setting them up for success.

Creating a permanent jobs page on your website is an excellent way to highlight what’s great about working for your business.

Interested in learning more about how you can enhance your marketing strategy in 2023? Check out this recent webinar for tips on building a marketing calendar and using Canva.