Just like any other business industry, aviation too needs good marketing to promote their respective service, without which let alone aviation industry, but any sector of business would find it hard to grow in this era of competitive markets.
When it comes to private jet and charter services, it requires a much-disciplined marketing approach as the process must take into account the ever-changing aviation environment and customer demands.
It is evident to believe that marketing your aviation service to probable customers with higher than average buying power is a complex and challenging task. The customer acquisition cost is immense, but if the plan gets executed in-ordinance, the pay-off will be worth it.
We’ve cumulated some marketing strategies that are designed to elevate your private jet business to a higher altitude.
1 – Identify Your Audience
According to a study by Harvard, the companies that use marketing and analytic tools to collect data and interpret customer profiles tend to offer a better experience to their customers. Reason being their basis to make decisions are facts and not general assumptions of what customer wants from the respective business.
You can start by finding answers to some base questions-
- Is the audience centered on specific geographical locations?
- What’s the purpose or intent of the buyer to use private jet or charter services?
- For what rational and irrational reasons are people looking to approach to Jet services?
- What other behavior facts and information related to customer’s interests beyond this is known?
Jets are a luxury; in cases like this it is advisable to learn about your customer to the core. Developing user personas would help make decisions based on well-researched data rather than assumptions and biases.
2 – Establish Marketing Goals
It is essential for any business, especially in private aviation to set early goals for marketing. The major categories for within any luxury industry falls under-
- Brand Awareness: Crucial for relatively new companies who wish to increase their reach and focus on growth.
- Brand Credibility: Extremely vital in the luxury goods market where reputation matters the most.
- Customer Acquisition: Ultimate goal of any company, increased customers is equal to increased revenue.
- Brand Loyalty: Establishing a sense of trust with the customer, creating a recall value to build a long-term relationship.
Established goals must be measurable. Campaigns must be available to periodic tracking, and provision for adjustments and tweaks must be enabled.
3 – Find Resourceful Channels
It is strategically smart to use platforms that provide the best returns, especially when marketing a luxury good. Use rational statistics to back your decisions on what channels would help you cater to your target audience.
Opting an omnichannel strategy may not be the smartest idea, now with all the platforms at the helm of marketers, a well planned multi-channel strategy is likely to yield a better ROI in terms of acquisitions.
4 – Optimize SEO For Website Traffic
Search Engine Optimization (SEO), a crucial element that helps websites rank high on search engines like Google, Bing, Yahoo, etc. It is one of the most coveted marketing opportunities among the industries and its essential for luxury goods, mainly because of the niche audience.
The more the audience searches about services related to aviation, the more likely it is for your website to appear on top. Your goal is to make sure your content and website look like a reliable resource for users with particular search intent.
SEO is complicated, and eight out ten times, the top 3 search results get clicked. There are around more than 200 factors that account for your website’s ranking on search engines: proper keyword research, their ranking difficulty, competitor analysis, and much more goes into a successful SEO implementation. Slowly but subtly, it increases the brand’s credibility as well.
Some essential but common factors that affect search engine ranking –
- Website Architecture
- Website Link Building
- Website SSL Certificate
- Mobile responsive website
- Structured Content
5 – Build Actionable Landing Pages
Getting your audience to click on your link is one thing, but making them stay on your page is another, which is a not so easy task. Make sure that once the audience is on the page, then keep them engaged enough that they want to learn more about the service.
Technically, the term landing page defines the particular page that you want your audience to land on when they click a link for your website, mostly used to prompt users into the marketing funnel.
A landing page is not just a mere promotional page for your business, apart from being visually appealing and valuable; it also needs to be actionable.
Here’s an excellent example of a pricing page from one of the leaders of this particular industry, Paramount Business Jets.
6 – Leverage Paid Media
Paid advertisements are a classic example of push marketing. With the availability of so many platforms and ad spaces, paid marketing is an area worth exploring.
The possibilities here are quite notable-
- Display Ads: Google has a network of ad spaces that reach more than 2 million websites.
- Social Media Platform: With an active user base on platforms like Facebook and Instagram, using their in-built targeting factors can help companies reach their targeted audience easily.
- Search Ads: Keyword based targeting can be leveraged as it will help the website appear on top of the web searches, thus increasing visibility.
- Retargeting: Ads that reach recent website visitors, providing a follow-up type value and also creating sub-conscious brand recall.
Each of them provides value differently, and to some extent, all require some level of market understanding and expertise in the field of paid media.
7 – Email Campaigns For Deeper Marketing Funnel
This stage occurs quite late in the marketing funnel. It includes to some extent a mixture of conversion and nurturing of the probable and the existing user, respectively, through the means of personalized messaging channels such as email.
Few key things must be kept in mind while creating an email campaign –
- Segment Your Audience: Based on the characteristics of the individual like income, location, or other factors segment your audience.
- Build an Email Communication Plan: Depending on at which stage of the marketing funnel, the audience is- Create emails reflecting the same.
- Schedule Emails: Pre-plan your email timings. A situation where the audience finds the receiving of email as spam is equivalent to a loss of sales.
- Every Email Is Vital: Treat all emails the same, pay heed to the subject line, the body of the email, fallback used in the content, readability of the message, etc.
It cannot be more evident how difficult it is to do marketing in the aviation industry. In general, for any high value good, marketing is challenging.
With a comprehensive plan, any company could leverage the combination of organic search activities and paid media to seize market opportunities and challenge competitors.