Digital Marketing Toolkit
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![Caucasian businesswoman in early 40s using laptop to sort out paperwork while sitting at communal table in her health food shop and cafe](/sites/ind/files/styles/summary_image_1x/public/lookatmedam/614006l5.jpg?h=56d0ca2e&itok=BJtx4F8S)
Introduction
This Digital Marketing Toolkit for Small Medium Enterprises (SME) tourism businesses:
Explains what you need to know about digital marketing strategy.
Provides information on topics from building a website to maximising social media and content marketing.
Includes helpful case studies of other businesses’ digital strategies.
Chapters
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![A couple taking a selfie using a smart phone while on holiday in Polperro, Cornwall.](/sites/ind/files/styles/media_component_16_9_sm/public/lookatmedam/616812l5.jpg?h=56d0ca2e&itok=JeVEtURg)
Chapter 1: What is digital marketing?
Get to grips with the basics of digital marketing and learn how it encompasses everything you do to promote your tourism business online and effectively communicate to customers. Click through for useful case studies.
Getty Images/10'000 Hours
![Cheerful handsome mature man at home speaking on video call using laptop](/sites/ind/files/styles/media_component_16_9_sm/public/lookatmedam/614011l5.jpg?h=56d0ca2e&itok=tnAbsBRf)
Chapter 2: How to create a website
What you need to consider when building a website for your tourism business.
Getty Images
![Male cafe owner smiling at his phone in front of the counter in the restaurant](/sites/ind/files/styles/media_component_16_9_sm/public/lookatmedam/614014l5.jpg?h=56d0ca2e&itok=y0VpB-kp)
Chapter 3: Search Engine Optimisation (SEO)
Understanding Search Engine Optimisation (SEO) to increase the likelihood of your website being seen and indexed by search engines.
VisitBritain/Jacob Niblett
![Mackie Mayor, food shot](/sites/ind/files/styles/media_component_16_9_sm/public/lookatmedam/608085l5.jpg?h=d73728dc&itok=fZ9GKwdc)
Chapter 4: Content marketing
Learn how to create the best content in order to market your tourism website.
Getty Images/E+/JohnnyGreig
![A man photographing mature couple with River Thames and Houses of Parliament in background.](/sites/ind/files/styles/media_component_16_9_sm/public/lookatmedam/616785l5.jpg?h=56d0ca2e&itok=lu-zGzNP)
Chapter 5: Reaching your audience on social media and email
How to use social media and email for digital tourism marketing.
VisitBritain/Alamy Stock Photo
![Male business owner looking at restaurant menu on smart phone](/sites/ind/files/styles/media_component_16_9_sm/public/lookatmedam/610732l5.jpg?h=56d0ca2e&itok=kXocnpes)
Chapter 6: Digital advertising
As your tourism business expands it might be time to explore digital advertising to broaden its reach.
VisitBritain/Sam Allard/Shakespeare Birthplace Trust
![Close up of a hand scanning a QR code with a smart phone at the Shakespeare Birthplace Trust](/sites/ind/files/styles/media_component_16_9_sm/public/lookatmedam/610743l5.jpg?h=56d0ca2e&itok=eO6gCipI)
Chapter 7: Other digital marketing channels
Explore more about digital marketing channels such as Online Travel Agents (OTAs), online review sites and holiday booking as part of your digital marketing strategy.
Digital skills training
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Improve your digital skills
Find free training to develop your digital skills, from using Google platforms to cyber security.