FORTE CULTURA E-Marketing-Guide

Guideline for effective e-marketing for fortified heritage 8 Step 3: Your target group Who are your visitors, where do they come from, what language they speak, and why do they come to your fortress? Are they families who like to visit medieval fairs, or an older audience in- terested in history and architecture? If you know that, you are on the right track! You must know your audience to know if and where they are on present the internet and how they want to be addressed. Only in this way you can adjust your actions individually and accurately to your target groups and achieve the greatest success. So again, check your marketing packages. For whom could the individual packages be interest- ing? Make a note of individual characteristics such as gender, age, location, online affinity, online activity, motivation, etc. You want to attract a new audience? Very good! Think about what are the interests of the target group and the means by which you can get them excited about your fortress. The following consideration should also be interesting to you: what does your fortress have to offer compared to other tourist attractions? What is it that makes your fortress so special? Ask your employees and visitors with the help of simple surveys. Focus on the strengths of your products and don't spend time on weaknesses. Step 4: Goal definition What do you want to achieve with your website? Define your goals: Higher level of awareness, Better or new image. Better ranking in search engines, Increasing online ticket sales, Marketing an event, Reaching out to a new target group, Sale of books and souvenirs, Generating new contacts … The possibilities are almost endless. You can define multiple targets. Develop a strategy and set time limits. What goals do you want to pursue long-term, medium term and which should be achieved immediately? Never lose sight of the big picture, harmonize all marketing activities. It is quite useful to define objectives for each marketing activity and measure the results in order to evaluate the results objectively. The goals have been achieved - very good. If the targets were not met, you must search for the causes and optimise the measures or even develop new con- cepts.