The Digital Marketing Secrets Behind Visit West’s Success with Shonette Laffy and Laura Valentine
In this podcast episode, I’m joined by Shonette Laffy and Laura Valentine, and we’re talking all things digital destination marketing.. Shonette and Laura, known within the organisation as the ‘digital marketing wives’, manage the digital platforms for Visit West. This includes VisitBath, Visit Bristol, and Meet Bristol and Bath.
With Visit Bristol launching a brand-new destination website in 2024 and Visit Bath undergoing a similar transformation the year before, their platforms now receive over 3 million visits annually. Their social media channels have amassed over 233,000 followers, with a reach of around 9.5 million. They have a pretty big job! In this episode, we delve into the intricacies of digital marketing, website development, social media strategy, and sustainability.
We talk about:
The Evolution of Digital Marketing at Visit West
Laura has been with Visit West since 2013, starting as a marketing assistant and progressing to Digital Marketing Manager. During her maternity leave, Shonette stepped in as her cover, leading to their powerhouse partnership.
Shonette joined Visit West in 2017, bringing her experience from online editorial roles into a broader digital marketing role. Together, they discuss how digital marketing has evolved, the challenges they faced in managing multiple platforms, and the crucial role of systems in maintaining efficiency and sanity.
The Power of Digital Channels and New Website Capabilities
With millions of visitors annually, Visit West’s websites needed a serious upgrade. Laura shares insights into the challenges and successes of redesigning Visit Bristol’s website, focusing on:
- Accessibility and user-friendliness
- Sustainability improvements
- New features like interactive maps and dynamic content
The sites now employ the CrowdRiff platform, which utilizes AI to create topic-based content automatically, improving the user experience and engagement.
Dynamic Content and Personalization
A major innovation is the introduction of dynamic content, which tailors website experiences to different users based on their interests and market.
Laura explains how this feature allows for:
- Personalized recommendations for visitors
- Sponsorship opportunities for targeted content
- Enhanced planning and content tagging
Social Media Strategy and User-Generated Content
User-generated content (UGC) is a game-changer for Visit West. Laura and Shonette discuss how they leverage CrowdRiff to curate and request permission for stunning images and videos from real visitors. They also share upcoming plans for a UGC competition, aiming to harness the power of authentic, community-driven content.
Key strategies include:
- Encouraging visitor participation through guest blogs and themed features like ‘Food Friday’
- Highlighting testimonials and local perspectives to add authenticity
- Building engagement through responsive social media interaction
Digital Sustainability: More Important Than You Think
Did you know the digital world generates more carbon emissions than aviation? Laura emphasises the importance of digital sustainability and the steps Visit West is taking to reduce its carbon footprint:
- Image compression to lower website energy consumption
- Using standard fonts to minimize data load
- Linking to external videos instead of hosting them
Content Strategy and Planning: Staying Ahead of the Curve
Shonette gives a behind-the-scenes look at how Visit West approaches content strategy:
- Planning seasonally and thematically to align with industry trends
- Sharing content calendars with members to ensure alignment
- Holding regular team meetings to brainstorm fresh ideas
She stresses the importance of flexibility and collaboration to keep content engaging and effective.
Expert Tips for Maximizing Digital Presence
Laura’s Top 5 Tips for Making the Most of a DMO Website:
- Communicate Early – Share updates and event information as soon as possible.
- Create Unique Content – Write original content for the website rather than repurposing existing material.
- Highlight Key Features – Provide details on accessibility, family-friendly facilities, and other visitor needs.
- Use High-Quality Images – Strong visuals make a huge difference in attracting visitors.
- Leverage All Features – Utilise event listings, special offers, and multimedia content.
Shonette’s Top 5 Social Media Strategy Tips:
- Plan Ahead – Keep a visible, accessible content plan that the whole team can contribute to.
- Choose the Right Format – Optimize content for each platform, whether it’s a blog, video, or carousel post.
- Engage Your Community – Incorporate user-generated content, local insights, and member contributions.
- Monitor & Respond – Show appreciation by engaging with comments and messages.
- Stay Adaptable – Experiment with new formats and trends to keep up with social media algorithms.
Final Thoughts
This episode of the Visitor Elves podcast was packed with actionable insights for tourism professionals, digital marketers, and anyone looking to elevate their online presence. From dynamic content and AI-powered curation to sustainability and strategic planning, there’s a wealth of takeaways for businesses aiming to maximise their digital impact.
Want to stay ahead in tourism marketing? Follow Visit West’s platforms, implement these expert tips, and keep tuning in to the Visitor Elves podcast for more behind-the-scenes industry knowledge!
Previous related podcast episodes:
Kathryn Davis Director of Visit West – Visit West Strategy
Jon Chamberlain Mike Newman – Making the most of Travel Trade
This episode is sponsored by Hello Starling.
Hello Starling is an award-winning Media Planning and Buying agency that specialises in delivering advertising campaigns with great results for visitor attractions and destinations. They’ve work with brands such as Bristol Zoo Project, Visit Shropshire, Visit Conwy, Visit Herefordshire and the National Tourism Office for Poland. If you want to be the centre of attention, visit hellostarling.com today.
