Video as a marketing tool was big in 2016, it's going to be even bigger in 2017! The main issue for businesses is to find the time, budget and skills to make videos.
Below are a few video trends to ponder. Check out the video stats at the end of this article!

So, should I try to create videos in-house or outsource?
I'd say, preferably a bit of both! Professional videos look great and are always a good idea. But if you want more video content and your budget doesn’t allow that, just do it in-house! Today's buyers want short, easily consumed, informal content. Attention spans are short.  Consumers want videos that feel as if they were created by real people, and they want more of them. So have a go! Most smartphones take great videos!

How about a call to action at the end? Videos are becoming more and more interactive. Rather than just explaining a product, a testimonial, promoting an event or an instructional video, you should always have a call to action at the end of the video (or where it applies). You can easily add links in the video that people can click for more info.

Should I customise my video for my different audiences?
Yes! If you have several types of customer groups, develop a few videos aimed at each of these groups. Videos will appeal more if your customers can relate to it.

How do I actually get this done? I am sooo busy!
Set a goal of producing say two short (90 seconds is enough – people have short attention spans) videos yourself this summer!
Learn to make videos yourself – it’s a great creative and fun skill to have! Or get one of your staff that is interested to do it. The next time you employ a new team member – you could make this skill a requirement.

Till next week, Marijke

This week, I've been doing research on this year's marketing trends. I am always reading marketing books, blogs, work with clients and present marketing training programmes. It's interesting trying to find out what's the new trends are for the future.

I just found the infographic above. It compiles trends from 151 articles, so I thought you would find this interesting!
Over the next few weeks, I'll discuss several of these trends more in-depth - the ones that I think are relevant to your business.

Till next week, Marijke

First of all, I’d like to wish you a very happy, successful and healthy 2017! I hope you’ve had a great Christmas and New Year’s with friends and family. Many of you will be flat out with the tourist season and little time to do anything about marketing or planning for the new year, that will come a bit later.

For me, the start of the year is always about reviewing the past year and set my business and personal goals for the new year. I love doing this as it gives me direction for what I want to achieve.
In my opinion New Year’s resolutions are very much about changing your habits. Once something becomes a habit, it’s easy to stick to it.

My yearly planning week at the start of the year has been a habit for years now and it works for me and my business. It makes me feel in control about what I want to do this year and excited too!
I’m currently developing two new courses: ‘Starting your tourism business’ and ‘Growing your tourism business’. More info about these soon!

If you work in tourism, have a great summer season and take a little break every now and then!

Here’s this week’s tip:
Improve your search engine rankings by linking – and a nifty little tool!
Inbound links -these are other sites linking to your website- remain important your search engine optimisation. It’s important that these links are relevant. In other words, they need to be on websites that are relevant to your audience. Ideas for relevant websites:
-    Reciprocal links with related businesses (such as other tourism operators)
-    Industry directories
-    www.newzealand.com
-    Regional Tourism Organisation
etc.
Do you want to know which sites link to yours? You will probably know of most of them, but not all. Here’s a nifty little tool that will tell you exactly which websites link to yours: go to: https://moz.com/researchtools/ose/

Till next week and enjoy summer! (if you live in the Southern Hemisphere :), Marijke