Ep. 93 — How Tour Operators Can Tap Into Local Markets with Checkfront’s Kyla Steeves

Kyla’s 5 key local marketing strategies for activity and tour operators

1. What are local keywords and why is research so important when most are pretty obvious? You might be surprised by the search terms people use to describe your products. Also, knowing where to use local keywords on your website can be tricky. There are many sneaky places to put local keywords that can be overlooked, but the real key is knowing how to create keyword themes for your booking pages based on your keyword research.

2. Don’t just rely on local keywords; remember your NAP. What is that? Your NAP is your Name, Address, and Phone number. The more places you have a correct version of your NAP online, the more you’ll be able to legitimize your business in Google’s eyes, helping to get a higher ranking for local searches. Where should you put your NAP?

3. Google My Business is the champion of local listings. If you haven’t verified your listing yet, get on that immediately! It’s a free and powerful marketing tool – more than you even realize. With it, you can get a higher ranking in Google Maps, and snag a spot in the coveted local snack pack, while also giving a brief overview of your business and offerings. How do you optimize your GMB listing so that it successfully leads users down the path to purchase?

4. You might not have a budget for Google and Facebook Ads right now, but if you can swing it, there are many benefits to advertising when everyone else is holding back. But you’ll want to make sure that you’re not wasting clicks on pay-per-click ads from people that are outside your region who won’t be able to participate anyway. How do you narrow in on a hyper-local audience in Google Ads, and what are some tricks to keep in mind?

5. There are so many places to connect with locals online, as well as others in the industry who are talking about what they’re doing at this time to make their tours more local-friendly — Tourpreneur is the perfect place for that. What are some ways you can stand out when it comes to reopening, and how can you work with other tour operators to help the tourism sector thrive in your region again?


September’s Daily Brief and the Tourpreneur Podcast is kindly sponsored by Checkfront, the booking management platform that always has your back — like now. 

Checkfront is giving away a multi-month free trial for Tourpreneurs so that you have plenty of time to explore the software and see how well it can support your business. Go to checkfront.com/tourpreneur to claim your free trial for the rest of the year.

Resources Mentioned