Remember just a few years ago the big push was to get a website? Then you learned that in order for that to really be successful you needed to learn or hire someone to guide you on the best practices for Search Engine Optimization (SEO). Simultaneously, Search Engine Marketing (SEM) came barreling onto the scene, and now once again you needed to add this to your bailiwick of knowledge or hire the expertise to help maximize your SEM strategies. Oh, and by the way, let’s not forget you’re also trying to run your park.
So I’m raising a simple question? Are your SEO and SEM strategies making you successful? Or do you even have strategies for this aspect of your online presence? If not, and if you’re to time compressed to even think about this, then here’s my suggestion – think about it a little, and use some free resources to optimize your web site and get more traffic to your site.
But before the advice is thrown at you, let’s lay the foundation for these suggestions. A key SEO and SEM strategy is linking. Having internal, outbound and inbound links will contribute to driving your web sites position (ranking) in the search engines. There is a whole science behind this activity which would consume this entire article and more. Just trust that that linking is a strategy that needs attention.
So how do you create links? The best way is with like type businesses, associations, partners that compliment your park. The second way is “making happen yourself.” Heard about social networking? It goes well beyond the annual association meetings or your local chamber, it’s also online. And there are a lot of social networking tools that are free.
Creating a social network site online is less cumbersome than trying to maintain your web site (or at least it can be). To establish a social network site you need a catchy reason for people to come to your social networking site. Fly Fishing Campgrounds, Brrr It’s Cold Camping, The Things I Forgot For My RV Trip. Each of these headlines will attract someone’s attention in the online social network environment. Then, just like your website, provide legitimate content (and it doesn’t have to be picture perfect) to engage the visitor and your on your way to “Word of Internet Mouth” marketing.
All it takes is one person to tell another person who tells another person about your “The Things I Forgot For My RV Trip” site and suddenly your getting new traffic to your web site. But in order to do that you need to do a couple of things.
1. Don’t blatantly promote your park. Come from a position of being a knowledgeable editor on the subject and provide good advice. Most networking sites let you promote your name, business, and web site in the “Author” section. Leave it at that. People will find there way to you and that creates a referral from the site which creates a link which contributes to the goal.
2. Run with your idea and open it up to the network. Ask point blank for visitors to email you with their list of “The Things I Forgot For My RV Trip.” This does two things, it gives you the chance to interact with a potential customer plus it builds new and fresh content for your networking site.
3. Tell your customers about your site. It’s one thing to print your website on all your collateral, business cards and on various web sites. It is a whole other no-cost, grassroots marketing effort – with very little effort – to promote a social networking site. Set-up a chalkboard, whiteboard, even a journal at your front desk. Make it noticeable and encourage customers to tell their story. Then tell them their story (names withheld to protect the innocent) will appear at your “The Things I Forgot For My RV Trip” site. Guess what, most people will go visit it just for the curiosity factor. Then if they like it (yes I know, beginning to sound like a broken record) they will go to the site, look around, tell their friends and click on your web address in the site and bada-bing, bada-boom more traffic, referrals to your web site that…we’ll you know what it does.
Ok so where do you go to do this. Here are two recommendations. And remember, these recommendations are free.
THE FREEBIES
1. Squidoo.com. Start a Squidoo lens. The brain child of Seth Godin, internet guru extraordinaire, Squidoo is a build your own lens (catalogue, web page, promotions page, etc.) to promote whatever is on your mind. Go explore and you’ll get the idea. Have a passion for the out-of-the ordinary, let it be known. It will take you about 15 minutes of time to learn how to build a lens and then you’re on your way. This one is free!
2. MySpace.com. This is all the rage amongst the younger set, and basically the same concept as Squidoo. In fact, MySpace.com was around before Squidoo (but don’t quote me on that). The interesting thing is that even though this has a younger demographic appeal, according to Online Media Daily, over 50% of this sites visitors are now 35+. Hmmm…sounds like most RV Parks & Campgrounds target customers. This one is free!
There are a variety of other sites out there – some free, some not. Just be selective and be careful of how they use the information on their site. Other than that be creative, be fun, and be open to finding new demographics through these types of marketing alternatives – that are free!
Rick is a senior-level marketing professional with an extensive background in hospitality, tourism and enterprise technology marketing. Rick’s consulting practice – Concentric Elements – guides marketing strategies and projects for clients, who need to cultivate their business strategies, ignite the vision, develop solid marketing plans, meticulously weld a marketing support system, and fluidly integrate marketing programs to "keep strategies in focus...tactics in check. 
