Using digital publishing in your sales and marketing strategies

In MARKETING
14 October 2021
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User appetite for content is stronger than ever as consumers demand access to information, anytime and everywhere. Due to these expectations, digital publishing has quickly become an essential part of business models around the world. In this article, we’ll explore 6 effective ways digital publications can prove useful in your sales and marketing strategies. Plus, see great examples of how Calaméo can help you implement them!

Utilize email marketing and newsletters

Creating attractive email newsletters for your clients can be a major asset to your marketing strategy. That’s because it allows you to reach a place that most people use every day—their inbox. You can optimize this platform even further by promoting valuable content up front to your readers with digital publications.

🔎 EXAMPLE: We see below how the Calaméo marketing team used an email newsletter creatively to promote the Guided Tour digital publication. Note the use of descriptive text and bold graphics for maximum impact.

Optimize advertisements

The best sales and marketing strategies leverage technology to convert audiences into buyers. With online publications you can link your readers directly to your advertiser’s website by using the Calaméo Editor. Instead of relying on your readers to have enough interest to remember to search the information displayed in a print advertisement, one simple link gets your reader to the ad in seconds.

Offer a window to your brand

Of course, you already have a website where you drive traffic via organic search, convert visitors to email subscribers and sell your numerous products. But don’t forget to showcase digital publications there, too!

Online content consumption is at an all-time high. So displaying digital publications on your website is a great opportunity to get your message across to a target audience. This will also build credibility in the eyes of potential customers. You can compile all of your online publications in your very own newsstand with the Calaméo library widget. Create a window to your brand and maximize the power of your digital content—a clever marketing tactic!

🔎 EXAMPLE: Here is how our client EU Jacksonville makes their publications consultable via their website:

Content lead generation

Content is king and can prove very effective in your sales and marketing strategies if executed successfully. Releasing digital publications can be highly useful for lead generation. Because they provide value up front, this content can help educate potential leads and showcase your product or service in a creative way.

💡 TIP: Calaméo offers PREMIUM and PLATINUM users the possibility to add elements to digital publications to help make the content more accessible and improve the user experience.

🔎 EXAMPLE: The town of Asnières, France has allowed for easy offline reading of their newsletter by enabling the share, download, and print options. When you click on the publication, you will see all of these options available in the upper right-hand corner of the viewer.

Leverage videos

Today, video is a key element to any marketing and sales strategy. Marketers who fail to capitalize on this do so at their own risk!

Videos are naturally engaging and attention-grabbing. In an age of information overload, it’s important for marketers to offer content that is easy to digest. Calaméo enables PLATINUM users to insert Vimeo, Dailymotion, or YouTube videos in their digital publications to boost conversions and to offer a rich multimedia reading experience.

🔎 EXAMPLE: The Club Med Trident magazine uses video effectively to complement the content in their digital publication:

Include strategic CTAs

Calls to Action (CTAs) in your digital publications guide your readers through the buying journey and can turn visitors into loyal customers. The Calaméo Editor enables you to create links within the pages of your digital publications. This feature can be used to encourage “soft” actions (e.g., driving the user to another piece of content) or to promote an actionable next step (e.g., Subscribe to our YouTube channel now).

🔎 EXAMPLE: Cambridge University Press encourages readers to “Start your free trial” of their learning platform using a CTA that links to their website:

There you have it. We hope you can see just how important digital publications can be for your sales and marketing strategies!

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MARKETING

Improve the visibility and appeal of your travel offers with Calaméo

In MARKETING
19 December 2024

In the competitive tourism sector, standing out from the crowd is essential to capture travelers’ attention. With the rapid evolution of digital behaviors and the growing importance of digital marketing, travel professionals must equip themselves with high-performance tools to promote their offerings. Calaméo is an innovative solution for creating interactive digital publications, ideal for enhancing the visibility and appeal of your travel offers. Discover how Calaméo can transform your brochures and guides into captivating content!

The benefits of Calaméo for travel professionals

Publications that reflect your brand for greater impact

One of Calaméo’s key assets is its ability to transform your brochures, guides and catalogs into captivating, interactive digital publications. It’s an attention-grabbing format that respects your brand’s visual identity. Here’s how Calaméo helps you add value to your content:

  • Optimal quality of digital publications: Publications shared on Calaméo benefit from high visual quality and a professional appearance, reinforcing the credibility of your offer. Crisp images, perfectly legible text and a dynamic layout create an immersive experience for your readers, helping them to project themselves into your offers.

READ MORE: Optimize the viewer of your digital publications

  • Advanced viewer personalization: Thanks to customization options, you can adapt the viewer interface to your brand’s colors, integrate your logo and even choose background styles. This visual consistency is crucial to reinforcing your brand image and creating a unique, engaging experience for your potential customers.

READ MORE: Announcing our new Custom Themes Tutorial!

Optimized accessibility and sharing to maximize your audience

With Calaméo, it’s easier than ever to share your digital publications and make them visible to a wide audience, making it easier for you to reach your potential customers:

  • Share on social networks: Publish your brochures, catalogs or interactive travel guides on social networks to reach a wide and diverse audience. These sharing features increase the visibility of your offers among travelers and arouse their curiosity about your destination or services.

  • Easy integration on your website: You can integrate your Calaméo publications directly on your website, enabling visitors to discover your offers without leaving your page. This seamless integration enhances the user experience and invites your visitors to explore your services further, increasing the chances of conversion and engagement with your online audience.

READ MORE: The Complete Guide to Embeds: Part One

Calaméo lets you promote your travel offers in a professional and engaging way, while maximizing their visibility and accessibility to your target audience.

Maximize engagement with interactivity

Calaméo’s interactive features to captivate your readers

Interactivity is a major asset for capturing people’s attention and encouraging them to interact more with your content. Calaméo offers a full range of features to enhance engagement and bring your digital publications to life:

  • Polls and quizzes: Integrate fun quizzes on popular destinations, local activities or cultural anecdotes. These engaging elements captivate readers and encourage them to learn more about the experiences you offer, while allowing them to become actively involved in your content.

READ MORE: 3 reasons to include forms in your Calaméo publications

  • Immersive videos: Add videos to give a visual overview of places and activities, such as a guided tour or traveler testimonials. This dynamic content captivates readers by allowing them to visualize their future adventures and project themselves into the landscapes and experiences you offer.

READ MORE: How to integrate YouTube to my Calaméo account?

  • Integrated newsletter sign-up forms: With the integration of Mailchimp sign-up forms, readers can subscribe directly to your newsletter to receive special offers, recommendations and updates on your destinations. This feature turns your publications into a powerful lead generation tool for your business.

READ MORE: How to integrate Mailchimp to my Calaméo account?

  • Appointment booking forms: Let your readers book consultations or appointments directly online, simplifying the process of making contact. This feature is particularly useful for travel agencies or service providers wishing to offer personalized follow-up to potential customers.

READ MORE: How to integrate Calendly to my Calaméo account?

  • Clickable links to your offers: Insert direct links to your offers, booking pages or additional information. This facilitates the user journey, guiding them quickly to the information they need and increasing the chances of conversion into bookings.

READ MORE: How to add links to your publications on Calaméo: the video tutorial

Performance monitoring and analysis for continuous optimization

With Calaméo, take advantage of advanced analytic tools to gain an in-depth understanding of how your publications are performing, and refine your strategies accordingly:

READ MORE: Analytics made easy: Track your publications on Calaméo

  • Detailed analytics: Track views, time spent on each page, link click-through rates, and even specific interactions with interactive elements (quizzes, forms, etc.). This valuable data gives you a clear picture of what holds your readers’ attention and what can be optimized to further captivate your audience.

READ MORE: How to integrate Google Analytics 4 to my Calaméo account?

  • Continuous content optimization: By regularly analyzing the performance of your publications, you can identify the most engaging pages or elements and adjust your future content for maximum impact. This ongoing optimization ensures that your travel offers always capture interest, and that your marketing strategies remain effective and relevant.

READ MORE: How to integrate Matomo to my Calaméo account?

By integrating these interactive features and analyzing their impact, Calaméo becomes a true ally in transforming your publications into powerful, engaging and conversion-oriented tools.

Examples of content you can create with Calaméo to promote your travel offers

The possibilities are endless when you use Calaméo to promote your travel offers. Here are just a few of the types of content you can create to showcase your destinations and services:

  • Destination brochures: Create attractive brochures showcasing your key offers, attractions and activities, incorporating captivating images and key information to engage travelers.
  • Detailed travel guides: Offer comprehensive guides including restaurant recommendations, sightseeing itineraries, practical tips and information on local culture to enrich your customers’ experience.
  • Special offers and promotions catalogs: Highlight your special offers, packages and upcoming events in interactive catalogs that attract attention and encourage your readers to book.

Conclusion: use Calaméo to promote your travel offers

Calaméo is an invaluable tool for travel professionals wishing to improve the visibility and appeal of their offers. By creating captivating visual content, facilitating sharing and increasing engagement through interactive features, Calaméo offers a complete and effective solution to the marketing challenges facing the sector.

Start using Calaméo today to transform your brochures, guides and catalogs into interactive and engaging tools. Take advantage of this opportunity to innovate and make your brand shine in the tourism market!

Request your free 14-day Calaméo PLATINUM trial and test all our professional tools today!

MARKETING

SEO Trends 2021: Tips for your business content

In MARKETING
4 February 2021

This year, optimizing content for search is top of mind for businesses everywhere. Of course, search has been key to success on the Internet for more than 20 years. But as just about everything went online, getting discovered in search results has taken on a new importance. What are the SEO trends to know in 2021?

But first…

In case you missed it, check out our look at the top SEO trends in 2020. Learn about voice search, the no-click challenge and more. All caught up? Read on for three ways to prepare for the future of search.

2021 Search trends for business

Back to basics

The number one rule for 2021 is to focus on the fundamentals. Despite entire industries built around tiny changes to the way search works, simple optimizations are still easy and effective. They may not be new, but these strategies are the starting point for any good SEO effort. For example, make sure that you associate each piece of content with appropriate keywords. Then, double check that those keywords appear in the content’s title, description and text.

While this idea has always been the heart of SEO, few would have imagined it to be a major trend in 2021. However, the Covid-19 pandemic forced businesses to move everything online—and revealed that many were neglecting search basics. All the more reason to set aside the fancy stuff this year and review your content’s keywords. Or to put it another way, don’t let an oversight stop your content from being found in search.

💡 TIP: You can add or update your publications’ title and description on Calaméo in just a few clicks.

UX factor

Although the basics should come first in 2021, that doesn’t mean SEO trends are standing still. One major announcement from Google made it clear that it’s time for businesses to get serious about user experience. Also known as UX, this aspect of digital design includes the interfaces and structures that allow people to interact with websites. Overall, good UX makes it easier to do things like placing an order or contacting support online.

And now, improving your site’s UX can have a big impact on its visibility in search. Just like loading speed and mobile display in past years, UX factors will soon affect search results. According to Google, content quality still matters most. But the pages to beat will be the ones with great content and great experience. The bottom line? Starting in 2021, UX should be part of your business’s SEO strategy.

Analytics overhaul

Last but not least, there’s a new reporting tool in town for anyone following their content’s views. More specifically, businesses are looking at Google Analytics 4: an updated version of the data tool used by millions of sites. GA4 will eventually replace Universal Analytics, which was first released in 2012. First, however, businesses need to consider how and when they will want to make the switch.

In addition to technical changes, Google Analytics 4 offers fresh ways to understand how people use search to visit your site. That may mean adapting your existing methods for evaluating your content’s performance. Before updating everything, take the time to test the new platform. Be sure to note the metrics you want to watch and connect them to the information you already have. For a smooth transition, a little preparation goes a long way!

Quick conclusions

Now that you’re all caught up on the most important SEO trends for 2021, what’s next? Here are a few action items to help you start taking advantage of these trends today.

Invest now

If it’s been a while since you made SEO a priority, put it back on your to-do list in 2021. You may want to invest in a full SEO audit of your business’s content to get a sense of where things stand. Then, commit the time and resources necessary to optimize the basics. Don’t forget content types other than regular pages: videos, images and publications should all be optimized.

Be patient

Even with a solid investment, the visibility of your business’s content may not grow overnight. Building an audience on search requires consistent content and attention to quality. Create a few benchmarks that you’d like to achieve this year and track your progress, but stay focused on your long-term SEO goals.

Look ahead

Many of the upcoming changes to SEO involve complex projects. For instance, UX improvements can take months to research, design and put in place. As a result, it’s a smart idea to begin planning for these changes now. Decide on a timeline for how your business will tackle big SEO transitions, like moving from Universal Analytics to GA4. That way, you’ll be ready for the SEO trends in 2022!

As always, one simple way to boost your business content’s SEO is with smart digital publishing. You’ll find all the details you need to get started in our Ultimate Guide to Digital Publishing. Or see for yourself how easy it is to do even more with your professional content! Create your free account on Calaméo today.

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