 3.7 Shared Web Content
Sure, lots of great information, but who has the time to learn about and implement all these web enhancements.
The answer is: Together, we all do.
In the Brand Association Tutorial we learned that regional and activity brands are significant opportunities to develop your business. Luckily, if you have identified more than one niche which you would like to explore or further develop your capacity to serve, there are others in the Northern Ontario tourism industry who would like to serve those markets.
A lot can be accomplished if businesses work together to create enhanced web content that met the needs of niche markets. Shared web content can boost participating business credibility, performance level, service quality, and revenue.
It may be time to consider how destination marketing organizations integrate the regional brand marketing efforts with activity brands to provide enhanced services for their member tourism businesses.
Natural Web rings within region or activity themed partnerships have the added bonus of boosting web site rankings with search engines. 
Businesses may step into marketing opportunities with traditional and non-traditional partnerships to produce shared web content that works.
Making sales on the web requires a volume of qualified buyers encountering readily available experiences that match their desires and budget. Cooperating to Compete results in new & improved products and services to meet the needs of a growing volume of niche markets available on the information highway.
Shift Will Happen
- Move from products/services offered to speaking the language of the customer and meeting their needs – new brands.
- Move from positioning your own web presence to creating web content and advertising with similar businesses.
- New “shared” web content with diverse partners to meet the needs of niche markets
Co-operating to Compete - the Benefits
- People are more likely to find what they are looking for.
- Shared Web content replaces the search engine and keeps seekers in community.
- Volume of inquiries goes up, up, up. (need to say no more often)
- Quality goes up
- Prices go up, Costs go down
- New Markets are affordable
- The, “Oh, I never thought of that before” – customers find you
- Brand association benefits membersPaddlingOntario.com
Our own travel agency of a sort – without commissions
 A Partnership Solution Activity:
Thing 1:
Describe a narrow niche market
Define a need you would like to meet
In a perfect world for this niche customer, what would you be able to offer?
Who could you create an alliance with to market your product/service to this niche market?
Thing 2:
What gaps do you have?
Are there any solution providers who can add value to your product or service? How?
Where else might you find solution providers/partners? In this customers shoes, what would you hope to find on the website? landing page? Can you and your partners deliver?
Making it Work - Readiness
- Partner & Create options / price points.
- Create a fair system of sharing the benefits of working together
- Recognize one anothers strengths and play to them.
- Resist the urge to copy others.
- Communicate clearly and establishing an issues resolution process.
- There will be challenges, but the benefits will always outweigh them.
- Share the leadership (change roles)
- Share the workload (reward those who do most of the work)
|
