Which Online Marketing Tools can You use for Your Naturist Business?

Which Online Marketing Tools can You use for Your Naturist Business?

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Marketing for naturist businesses used to be so easy. Before the uprise of the internet, there were basically only two ways to promote your place. Word-of-mouth and advertising in naturist magazines.

Back in the day, pretty much every naturist was a member of a federation. They had to, as pretty much every naturist place asked their guests for a valid membership card. Included in this membership was the typical naturist magazine, which then again contained advertising for naturist venues.

It was a pretty solid system. If you wanted more Dutch guests, you had to make sure that you appeared in the magazine of the Dutch Naturist Federation. You bought some ad space, invited one of their journalists for an advertorial, maybe threw in a discount for their members and you could be sure of an increase of Dutch guests.

And then came the internet…

During the first decade of the 21st century, the way how people found out about naturist places has significantly changed. All thanks to high speed internet. Naturist venues suddenly got the chance to do their own marketing, and reach potential new visitors without the help of a naturist federation.

As a result, naturist venues also started to question their affiliations with the federations. Now that they could create their own website and attract visitors on their own, did they really still want to pay a membership fee? Which other added values did the federations provide? Did they really want to restrict their guests to only members of a federation?

This caused a revolution in naturism and the results can easily be seen today. Naturist venues today come in all different types and sizes (campings, bed and breakfasts, guesthouses, rental villas, all-inclusive resorts, cruises,…) and can be found in every continent except for Antarctica. The number of people having clothes-free vacations keeps growing and naturism on itself is becoming more and more accepted.

How to see the forest through the trees

The uprise of the world wide web has seen one revolution after the other. Starting with the dot-com revolution at the end of the nineties, when everyone started creating their own websites. Then came platforms to advertise on all those websites. Followed by online booking platforms, blogs, social media, vlogs, apps, podcasts, influencers and so on.

The financial crisis in 2008-2009 has been the breeding ground for many new technologies (among which Airbnb and Uber) and we’re sure that the COVID-19 crisis will soon send even more new tools in our direction.

The question is: How do you choose between all those options? Which tools are the best for your business? Where do you learn how to work with them? Where will you find the time to maintain all those things?

To make life a bit easier for you, we’ll go through the most common options and give you some tips about how to work with them.

Your website

Number one in online advertising. You NEED to have a website. It’s the central place where people can learn everything about your business: Where you are located, your facilities, your types of accommodation, your prices, your opening times… If you have a good website of course.

Here lays the danger. Today it’s incredibly easy to create a website. With tools like WordPress or Wix, you can create a nice website without knowing a single thing about coding or design. But a nice looking website isn’t always a good website (although it’s definitely important).

These aspects definitely need some attention:

Speed: If your site takes longer than a couple of seconds to load, people will move on before reading a single letter or seeing a single image.

Searchability: You may have the most beautiful and interesting website in the world, if people don’t find it, it’s been a waste of time. There are currently more than 1.5 billion websites, with tools like SEO you can make sure that people find your site.

User interface: Every different part of your website needs to be very easy to find. If people don’t find what they’re looking for, they move on.

Design: Your website is your business card and people will treat it that way. If your website looks like it was designed during the cold war, people will think that the same applies to your accommodations and facilities.

If you need help with designing your website, an audit of your current website or a completely new one, CONTACT US. We can help you!

Paid advertising on search engines

Creating a website that ranks well in Google, on a variety of search terms, is very difficult and requires lots of work. There’s a skip-the-line option though. Google Ads gives you the opportunity to always be among the first results when people search for a certain term.

If you have a naturist camping in Barcelona, for example, you typically want to rank high in Google when someone searches “naturist camping Barcelona”. You could spend many hours updating your website so it will rank for exactly those terms. Or you could pay Google to put you in the top of the search results.

Other search engines like Bing and Yahoo have their own advertising system, but Google is by far the most efficient one.

If you need help with setting up paid advertising campaigns on search engines, CONTACT US. We can help you!

Banner advertising

Another great way to bring people to your website is via banner advertising. This means that you put advertising about your business on other websites, from where people can click through to get to your website.

Basically, banner advertising is very similar to advertising in naturist magazines. In the way that you place an ad on a page that’s been read by naturists. The big advantage of banner advertising is that everything can be tracked.

Think about it, if you put an ad in a magazine that has 50 000 subscribers, how many of those actually read the magazine? How many of those will read the page where your ad is? How many will actually see your ad? How many will end up visiting your website for more info after seeing your ad? You just don’t know.

With banner advertising, on the other hand, the website owner can give you all these statistics. How many people have visited the page(s) on their website that include your banner. How many times your banner has loaded, how many people clicked on it and visited your website, where these people are from, and so on. This makes banner advertising much easier to determine whether your advertising campaign is worth the investment or not.

There are 4 different payment types for banner advertising:

Fixed Price: You pay a certain amount per month or year, independent from how many times your banner has been seen.

Pay-per-view: You pay for every time your banner has been loaded. IMPORTANT: “loaded” doesn’t mean that the website visitor has actually seen the banner or paid attention to it. It just means that it appeared somewhere on the screen.

Pay-per-click: You pay for every time someone clicks on your banner and visited your website.

Pay-per-acquisition: You pay (typically a commission) for every time someone clicks on your banner and actually buys something from you. This type is uncommon in the hospitality industry because few people will make a reservation the first time they visit your website.

It’s possible to make advertising agreements with every website independently, or you could join an advertising platform like NaturistAds, which will place your banners on several naturist websites simultaneously.

If you need help with finding publishers of naturist websites or creating banner advertising campaigns, CONTACT US. We can help you!

Social media marketing

By the end of 2019, 3.8 billion people had one or more social media accounts. On average, they spend 144 minutes per day on social media. You can do the math, if you wish, but we can already tell you that lots of time is spent on social media. During the COVID-19 crisis probably even a lot more.

Some people say that if you’re not on social media, you don’t exist. It’s a bit harsh, but there is definitely some truth in this. The thing with social media marketing is that it may seem easy, but it’s actually quite difficult and very time consuming. Having a social media account as a business is completely different than having a personal one and there are many things you need to consider:

❓ Which content do I post?
❓ When is the best time to post it?
❓ What is the best frequency to post content?
❓ In which groups do you get engaged?
❓ Do you set up a page?
❓ How will you find new followers?
❓ Which hashtags do you use?
❓ Which type of social media do you use (you probably know about Facebook, Twitter and Instagram, but there are hundreds of others).
❓ Which type of social media do your guests use?
❓ And so on…

Just like your website (maybe today even more), your social media profile is also your business card. If it doesn’t look attractive, people will directly reflect this on your business.

The very worst thing you can do is create a social media profile and not use it. People will think that there’s something wrong. Are you closed? Bankrupt? Negligent? Whatever they think, you can be sure that it won’t be positive.

If you need help with setting up social media accounts or creating a social media strategy, CONTACT US. We can help you!

Social media advertising

Similar to making sure that your website is found by Google, you also need to make sure that people will find your social media profile. And also here there is a (paid) shortcut: Social media advertising.

The advantage of advertising on social media is that these companies know a lot about their members. Their age, location and gender. But also often where they travel to, which type of accommodation they normally book, when and how much they travel, what their income is, if they are single or married, what their hobbies are, and so on.

How they get all this information is food for discussion. But they have it and they can use it to help you target the right people. The disadvantage is that no mainstream social media platforms have the option to directly target naturists.

If you need help with setting up paid advertising campaigns on social media, CONTACT US. We can help you!

Social media influencer marketing

Yet another way to attract attention on social media is with the help of professionals. Influencers are people who have a fan base and the ability to convert their fans into buyers. This is nothing new. Tennis players are paid to wear a certain brand of shoes, rock stars to play a certain brand of guitar and Johnny Depp to smell like Dior all the time.

Social media influencers are paid to talk about your business on social media and spread the word among their following.

When setting up a social media influencer campaign, the very most important thing is to pick the right influencer(s). You need to find influencers who you want to represent your brand and whose fans/followers are likely to be interested in what you have to offer.

For example, pop star Beyoncé has almost 150 million followers on Instagram. How many of these will be naturists? If we believe that 5% of the world population is interested in naturism, that’s still 7.5 million of her followers.
The thing is, she won’t charge you for reaching those 7.5 million, she will charge you for the whole 150 million. And she will charge you A LOT for that.

Important to remember is that quality is more important than quantity when it comes to social media influencing. Influencers with a small but dedicated follower base are often much more effective than huge accounts that have little connection with their followers.

Have a look at this overview of naturist influencers for inspiration.

If you need help with finding the right influencers or setting up influencer campaigns, CONTACT US. We can help you!

Naturist bloggers

Another type of influencers are bloggers. They have their own website on which they write articles/blog posts about a certain topic. Just like with social media influencers, also here it’s very important to pick the right blogger(s) for the job. These bloggers will represent your business and you want to be sure that their content is related to what you want to offer.

There are several ways to work together with bloggers:

Banner advertising: More info see earlier.

Backlinks: For example if you have a naturist resort in Thailand, you can ask them to link to your website if they write about naturism in Thailand.

Post sponsorship: The blogger mentions that you made the publication of a certain blog post possible.

Guest posts: You write a blog post about your business and ask the bloggers to publish it on their blog.

✅ Freelance writing: You can ask bloggers to write content for your website. They are often good writers, know about SEO techniques and will share this article among their readers as well.

Brand ambassadorship: This is a long term agreement with a blogger to become the face of your business and talk about it regularly.

Advertorial blog posts: The bloggers write a complete article about your business from their own perspective. This is similar to word-of-mouth advertising but on a whole other level.

Have a look at this overview of naturist bloggers for inspiration.
Most bloggers are also social media influencers.

If you need help with finding the right bloggers or setting up relationships with bloggers, CONTACT US. We can help you!

Naturist vloggers (video marketing)

Bloggers can only reach people who are willing to read. Lots of people prefer to see a video instead. Video marketing is becoming more and more popular, especially among young audiences.

Except for banners and backlinks, vloggers can offer the same services that bloggers offer. They can mention your business in their videos or create a complete advertorial video for you. And they are often open to long term partnerships.

Have a look at this overview of naturist vloggers for inspiration.
Most vloggers are also social media influencers.

If you need help with finding the right vloggers or setting up relationships with vloggers, CONTACT US. We can help you!

Review websites

Bloggers, vloggers and influencers can all be categorized as word-of-mouth publicity. They tell other people about how much they like your business. But not just to a handful of friends but to many thousands of readers, viewers and followers.

Another type of word-of-mouth publicity is via review websites. These websites contain some information about your venue and previous visitors get the chance to share their experiences with others.

Tripadvisor has been the most popular review website for a long time, but recently also the review functions of Facebook and Google are catching up quickly. Popular review websites specifically for naturist resorts are NUDE, Naturist Directory and Review Resorts CO.

If you need help with working with review websites, CONTACT US. We can help you!

E-mail marketing

When social media and messenger services like WhatsApp became popular, lots of people were convinced that this would be the end of the e-mail. But that didn’t happen, e-mail communication is still standing strong.

E-mail is also still a very effective way of online marketing. Most people read most of the e-mails they receive, while social media posts are more easily skipped or ignored.

E-mail works specifically well as a retargeting strategy, in which you reach people who previously already showed interest in your business. Previous guests for example, or website visitors who subscribed to your mailing list.

Just like with social media, e-mail marketing is not as easy as it initially seems. Sending out the odd e-mail rarely does the trick. Instead, you have to learn the decision making process of your readers. When are they just looking for information? When are they comparing prices? When are they ready to book? And then send the right e-mail at the right moment.

If you need help with setting up an e-mail marketing strategy or designing convincing e-mails, CONTACT US. We can help you!

Booking platforms

Booking platforms are directories that contain lots of venues from where the visitor can search for an accommodation based on location, price, facilities, etc. The most common ones are Booking.com and Airbnb, but there are many others. Most booking platforms also function as a review website.

The advantage of working with a booking platform is that they do most of the marketing for you. They make sure that people can find you online and they try to convince these people to book at your place (or any of the other places on their website). In exchange, they take a commission per booking.

The disadvantage of most booking sites is that it’s not possible to filter on naturist accommodations and that you have little control of who can book with you and who can’t.

If you need help with working with booking websites, CONTACT US. We can help you!

How can we help you?

At NaturistAds, we have lots of experience in online marketing and we are very, very good at it. We can help you with every step along the way, from building a successful online marketing strategy to finding the right people for the right job and set everything up in the best possible way.
GET IN TOUCH to talk about the different options.

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