Digital Marketing Toolkit
From building connections with existing and potential customers, to raising your profile and using analytics to improve your content, our Toolkit takes you through the basics of marketing, advertising and online booking, so you can make sure your digital marketing counts.
Top tips from the toolkit:
- Tag images with Alt-text to improve search-ability and site accessibility
- Use free Google My Business posts to promote new products or seasonal offers
- Link AdWords to your Google Analytics account to make campaigns easier to track
- Use Facebook ads to target users by location, interests and even purchase history
- If you receive a negative review, a good format for response is often: Acknowledge, Defuse, Detail, Resolve.
The toolkit was last updated in November 2019.
Download individual chapters
Managing your website PDF, 1.0MB
Learn how to structure your website, choose a content management system, take online bookings and use Google Analytics to improve your website performance.
Creating content PDF, 0.9MB
Learn about the importance of visual content, using blogs effectively, email marketing and improving your search engine optimisation.
Using Google products PDF, 0.5MB
Make the most of Google My Business for Google platforms and learn how to use Google Adwords to target specific audiences.
Maximising your social media PDF, 1.8MB
Get an overview of the main social media platforms, find how paid social advertising works and learn how to make the most of scheduling tools.
Working with digital channels PDF, 1.0MB
Get tips for responding on TripAdvisor and learn the difference between metasearch sites and online travel agents (OTAs).
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