Digital Marketing Toolkit

Improve your online presence. Become more searchable. Maximise engagement. Digital marketing has never been more important for tourism businesses – which is why we've created our Digital Marketing Toolkit to help you maximise your digital activity.

Whether you're new to the digital world or are already exploiting its potential, your business will benefit from better online promotion. 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.

Download the complete Digital Marketing Toolkit (PDF, 1.4MB)

The Toolkit will help you to learn about:

Managing your website

  • Structuring your website to promote your business effectively
  • What to consider when choosing a Content Management System (CMS)
  • How to take online bookings
  • Using Google Analytics to improve your website performance

Download the Website section of the Digital Marketing Toolkit (PDF, 255KB)

Creating content

  • The importance of visual content
  • Using blogs to drive long-term results
  • Connecting with customers through email marketing
  • Improving your Search Engine Optimisation (SEO)

Download the Content section of the Digital Marketing Toolkit (PDF, 221KB)

Using Google products

  • Using Google My Business to manage your presence on Google platforms
  • Targeting specific audiences through Google Adwords

Download the Google section of the Digital Marketing Toolkit (PDF, 181KB)

Maximising your social media

  • An overview of the main social media platforms, including Facebook and Instagram
  • How paid social advertising works
  • Making the most of scheduling tools

Download the Social media section of the Digital Marketing Toolkit (PDF, 239KB)

Working with digital channels

  • Tips for responding on TripAdvisor
  • A comparison between Metasearch sites and Online Travel Agents (OTAs)

Download the Digital channels section of the Digital Marketing Toolkit (PDF, 158KB)

Download the complete Digital Marketing Toolkit (PDF, 1.4MB)