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5+ Tips to Promote your Shopify Store

How do you promote your experiences store? indie Travel will help you get the most from your shiny new store. Here are the top tips to attract customers.

6 minutes, 14 seconds

So, you have a beautiful Shopify store for your tours and merchandise, and now you're asking, "How do I promote my store?" Luckily, as the designers of the first tour, activity and experiences only app on Shopify, indie: Experiences, we have spent some time in this area. We help you get the most from your shiny new store. Here are tips & tricks to attract customers.

Here are five tips on how to promote your Shopify store! 

  • Organic Search (SEO)
  • Paid Advertising 
  • Social Paid Advertising
  • Email Marketing for conversion
  • Referral Marketing for word-of-mouth

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Optimise your website for search engines (Google, Bing, DuckDuckGo etc.)

How do you find relevant products? And more importantly, how do your buyer personas? It's likely that organic search, such as Google, is part of that initial product search. Therefore, optimising your Shopify website to appear in these relevant searches can drive more qualified leads to your travel website.

Relevant keywords: Optimize for your tours, activities and attraction business 

Conduct keyword research to find your relevant keywords. If you do not already have your keywords, download our free Mastering SEO guide here, which only uses free software to create your list. Although paid tools like SEMRush, Moz Pro and Ahrefs are incredible options, check out their free tools or trials to find the most suitable for you. 

As competition is often high for shorter keywords, we recommend focusing on long-tail relevant keywords or phrases.

A long-tail keyword is a phrase that contains three or more words, for example, "family walking tour in Venice." or questions like "how can I see dolphins in Florida?". As these Long-tail keywords are more specific, they show a higher search intent and are more likely to convert to your website.

We suggest using only one or two keywords per website page on your site. This avoids keyword stuffing and helps Search Engines determine the priority for each page. For example, you might have your brand name included throughout the text, along with 'Water Sports to do in Scotland' as a blog post or product listing page.

Metadata: What are the Title tag and meta description, and how to optimise them?

The title tag is what people see in search results, what is pulled into your social posts and is included in SEO keyword data.

Your titles help determine if your page is relevant to the user before clicking the link. Therefore, it's vital that they accurately communicate the information on the page so that users do not bounce off your site. 

Note: Title tags should be under 60 characters limit and incorporate your keyword for that page.

The meta description is the blurb beneath the title tag and helps explain what your visitor can expect on your page. Your character limit is 155 or less and should include a clear call to action. 

Note: In your meta description, you should include keywords as they will present in BOLD; keep in mind that it does not play a part in your SEO score. 

Metadata example for family walking tours in Venice
Metadata example for 'family walking tours in Venice'

Performance: Site load speed

The optimum load time for your website is within three seconds or two seconds if it's an eCommerce site. It's a scary thought, but 40% of customers won't wait more than three seconds before abandoning a site.

We recommend Google PageSpeed Insights to keep an eye on this, run monthly checks on multiple pages, or sign-up to free tools like Ahrefs monthly summary.

Depending on your platform, read our guide on choosing the right platform for you. For example, if you're on a managed website platform like Shopify, you can hire a developer to make the more extensive performance changes. Alternatively, you can also add a free or premium speed optimisation app to improve website speed. However, you can help by keeping your image file sizes small and thinking about what needs to be on the page for your customers. 

Reach qualified leads with pay-per-click (PPC) ads.

Pay-per-click (PPC) advertising can be an effective way to promote your Shopify travel story. You'll see these advertisements at the top of the search results above the organic listings. 

Like SEO, your Keywords trigger which ads appear in relevant search results, so choosing relevant keywords will help with your performance.

Keyword Example for family walking tours in Venice
Keyword example for 'family walking tours in Venice'

For example, you are bidding on 'family walking tours in Venice’. Then you’d set a negative keyword for 'family walking tours'; as you are only interested in travellers who are also interested in Venice specifically. You may also want to avoid 'walking tours Venice' which will be more competitive, therefore, cost more for you to bid.

Then you set the times you want the ad to appear, where you want the ad to appear, what language, and various other factors. Once you've set this up, you can have a maximum bid per day to manage your finances. 

In the beginning, you might want to use the Google Ads predictive functions, so after you've set the basic information, it then takes over the placement of the ads but stays within your budget allowance. 

If your ads could perform better with a higher budget, it'll also provide guidance, so you'll always feel in control of your ads. 

After you upload your ad content, you'll launch your ad and start attracting leads to your business.

Showcase your store and products using social media ads

Social media ads can be an excellent way to target people interested in your business, depending on your demographic. 

You can use numerous platforms to reach your target audience. Here is an excellent post by Hootsuite on the 114 Social Media Demographics that Matter to Marketers in 2022. They cover the following topics:

  • General social media demographics
  • Facebook demographics
  • Instagram demographics
  • Twitter demographics
  • Snapchat demographics
  • YouTube demographics
  • LinkedIn demographics
  • Pinterest demographics
  • TikTok demographics

Learn more about TikTok: Read our 16 ways to leverage TikTok for your Tour business.

Once you know which platforms will work best for your audience, you can decide where your ads should appear. We could write all day on various strategies for social channels, but here are three tips to remember regardless of what social channel you use:

  • Visuals: Quality is essential here. Choose images that will help grab your audience's attention. We find simple, clean images with customers using or showing the product work best. Where possible, using user-generated content works well. 
  • Ad formats: You have many different platforms to experiment with, from reels and image carousels to stories. Test your platforms to determine what works for your travel business.
  • Test, monitor, refine: For growth marketing, it's about ongoing, consistent monitoring and refining. Use your Google Analytics and social platforms analytics to get the most from your ads.

Looking to close the sale? Email marketing is effective for engaging people close to conversion.

Email marketing might feel old school these days, but it is still one of the most effective ways to drive sales. Email marketing allows you to land in your audience's inbox directly, rather than waiting for your audience to look for you. 

Do you have a list of subscribers already? You can build your list from previous customers, email enquiries, newsletter email sign-up, or lead generation ads on social media with a give-a-way or cool resource as an incentive. Once you have your list of fabulous subscribers, you'll need to segment them based on their interests or engagement level. 

In the beginning, when your list is smaller, we find segmenting based on 'customer status' helpful. For example, one segment of past customers receives 10% discount codes or a refer-a-friend campaign. And another segment for non-customers with different incentives to open. 

Once you have your segments, you can decide what matters to them and send relevant information such as:

  • Product announcements; new releases, new seasonal products, upcoming events etc.
  • Newsletters including blog posts and free resources
  • Video guides of your destination or product unboxings
  • Sales or promotions
  • Special offers

Using tools such as Hubspot, MailChimp and MailerLite mean you can send scheduled mass emails and personalise your emails with names and interests.

Create a word-of-mouth referral marketing program

Referral marketing is a word-of-mouth campaign designed to incentivise existing customers to introduce their family, friends, contacts, or fans to become new customers. 

According to Nielsen, 92% of consumers worldwide said they trust word-of-mouth, or recommendations from friends and family, above all other forms of advertising. 

So, how do you connect with your customers and leverage word-of-mouth?

You can offer a refer-a-friend incentive using your email 'customer' segment. Usually, this benefits both the current customer and the referral. For example, you may offer 20% off any order for both parties. Or you and your friend receive a gift or voucher. This will depend on your products and what makes sense for your customers. 

Speak to the experts at indie Travel. We'll help answer all of your questions. 

Now that you know how to promote your travel Shopify store, you're fast on your way to reaching more leads and earning more sales for your tour, activity, or experience business. 

However, if you're feeling overwhelmed, indie Travel is here to help.

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