Feeling slightly overwhelmed by social media, wondering how to maximize your efforts on Facebook, Twitter, and other social networking platforms? Well, you're not alone. Manta.com surveyed more than 1,200 business owners to find out which social platforms are the toughest to maintain for small business owners and found that Facebook, LinkedIn, and Twitter ranked high on the list.

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But if you're letting that frustration get in the way of maintaining an active presence on the main social media sites, you're squandering a gold mine. Online travel industry statistics from Funsherpa.com reveal 87 percent of travelers used the Internet for a bulk of their travel planning and 50 percent of travel companies surveyed reported that direct bookings were generated from social media.

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To make sure you're making the most of social media, follow these 11 online marketing strategies.

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1. Create a realistic plan.

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Don't think that you have to be on every single social media platform out there. Instead, be realistic: Consider how much time you can dedicate to pulling together content for your social media channels and how frequently you want to post to each site. Also keep in mind that fans and followers are going to expect you to comment or reply back, so you need to make time for that. Marketing experts share their insights on "The Art of Response on Social Media" for Entrepreneur magazine and point out that most commenters expect a response within 24 hours. In order to not spread yourself thin, choose up to two platforms that you can realistically stick to a schedule with so that staff members can handle all social media tasks and interactions with ease.

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2. Don't be overly promotional.

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While social media platforms are great avenues to share what you have to offer, the true purpose of staying active on these sites is to generate interest in your business, gain fans and followers, and share interesting content. Avoid spamming fans and followers with updates about your specials, ads about your offerings, or anything that sounds like a sales pitch. Focus instead on sharing unique and interesting content that your fans and followers will want to share on their social networks. This might include video of behind-the-scenes footage of chefs preparing meals for a food tour or a short introduction from the captain of a boat tour company. Or, it could be something as simple as a photo gallery of a sneak preview of upcoming tours of the season, or a short article from the owner of a canoe tour company about what to look forward to in the area this travel season.

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Sharing this type of content that your fans and followers end up sharing without directly asking them is is word-of-mouth marketing in action on the social grid and can help you maintain a loyal following for the long haul.

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3. Keep things short and simple.

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It's a great idea to describe a tour or activity with creative copy and entice your viewers but you want to avoid writing mini paragraphs when posting on Facebook or Instagram. The experts at Wishpond point out that posts shorter than 250 characters have 60 percent more engagement than longer posts. Whether you're sharing details about a recent kayaking trip or posting an update about an upcoming promotion, keep the message short and sweet — preferably just a few lines.

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4. Engage with the community.

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Whether you're busy on Facebook, are just getting started with Twitter, or are active on sites like Pinterest and Instagram, you need to take the time to engage with other users in order to build your online presence. Sharing unique content is just one part of the puzzle. As a tour and activity operator, utilize the tools of each platform: seek out locals by entering you location in the search feature on various sites, using hashtags like #travel or #tours, and connecting with complementary businesses such as the chamber of commerce, area hotels and resorts, and other business contacts. The goal is to interact with the community and, eventually, earn your following.

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You need to take time to engage with other users in order to build your online presence

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5. Get on a Facebook Page updating schedule.

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Updating Facebook regularly with photos, video clips, blog posts, and information about your tours or activities can engage your fans and help prospective travelers learn more about what you offer. The key to success with Facebook marketing is making sure you post enough but not too much — the experts at Buffer recommend posting a maximum of two times per day, seven days a week between the hours of 10 a.m. to 3 p.m.

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6. Use scheduling tools to be consistent.

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When you've determined how often you want to post to social media sites and have a schedule to work with, consider using apps and tools like Sprout Social, HootSuite, or Buffer to schedule all of your posts to go live at certain times of the day. This can take the stress of administrative tasks off the shoulders of staff members, who are better off spending their time helping guests with customer service inquiries or taking care of tour-related activities.

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7. Use the right keywords and hashtags in your tweets.

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If you're active on Twitter, make it easy for prospective travelers to find you with Twitter's search features. Debbie Hemley, a social media consultant and blogger, tells Social Media Examiner that it's a good idea to make a list of keywords that best describe your business and industry. Using hashtags to accompany your tweets such as #travel, #kayaking, #[destination] can help you attract followers.

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8. Share experiences on YouTube.

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Demand for video content is growing rapidly — Cisco reports that consumer Internet video traffic will account for 80 percent of all traffic in 2019. Sharing videos on YouTube can foster loyalty, inspire potential customers to find out more about you, and makes it easy to drop video links on Facebook, Twitter, and other social media sites. You can share everything from snippets of a tour experience to customer testimonials.For example, Boggy Creek Airboats in Orlando, Florida, features several videos from their most popular routes, along with clips of guests enjoying the experience. One of their intro videos has garnered more than 226,000 views.

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9. Post regularly to Instagram.

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Instagram is a popular photo-sharing site that also offers the option of sharing short video clips. You can include information about your company in a few sentences in the bio along with a direct link to your website or booking page. Hawaiian Paddlesports does a great job of posting shots of its outrigger canoes and beach activities, garnering hundreds of likes on many of its photos. You can do the same and tag all of your photos using relevant hashtags — a simple way to stand out on Instagram as users enter hashtags to find photos of interest. Make sure to tag almost all of your photos with your destination and use keywords like tours and the industry you are in for maximum exposure.

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10. Get active on Pinterest.

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Photo-sharing sites like Instagram and Facebook aren't the only places to generate likes and attract followers. Jump on Pinterest so you can share your photos on themed boards related to the services you offer and connect with travelers or complementary businesses. You can post everything from creative ads to promote specials you are offering to candid photos. Take a look at the Pinterest boards of MSH Hawaii Tours for inspiration. The company has created 14 boards with different themes and generated 100-plus likes to date.

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Whether your goal is to increase bookings, maintain a positive online presence, or connect with customers and local businesses in new ways, adopt some of these social media habits to stay one step ahead of the competition.

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Read about Dylan's Tours and how they became one of the largest operators in San Francisco

There's a reason camping trips become family traditions: It's the bonding that occurs from being away from the daily grind. It's the people you meet. It's the memories formed that will last a lifetime. And these all come about through one thing: the unique traditions and activities campgrounds organize for their guests.Campground owners are constantly discovering new ways to inject thrill and excitement into traditional campground activities to make camping trips more exciting than ever. Here are ten unique campground traditions and activities.

Camp Towanda in Honesdale, Pennsylvania

Health and nutrition are two pillars upon which Camp Towanda has built itself. And the campground's owners found a perfect way to blend that philosophy into a memory-making tradition: Watermelon League, an annual summertime event in which campers compete for prizes in a watermelon eating contest. It not only encourages campers to make healthy eating choices (one of the camp's core goals) but also creates lasting memories for competitors.

Health and nutrition are two pillars upon which Camp Towanda has built itself.

Campgrounded, which has locations in CA, NC, NY, and TX

One way to bring campers together: team spirit. And Color Wars, a traditional camp activity that divides campers into different teams, is the perfect game to facilitate that spirit. In Campgrounded's Color Wars, there are four teams: red, yellow, green, and blue. Players from each team show off their skills in an array of creative activities like relay races, capture the flag, scavenger hunts, trivia, egg roulette, frozen t-shirts, and more.

KOA Meadville in Meadville, Pennsylvania

The Brookdale Family Campground bases its big event around the campground's lake. The Duct Tape & Cardboard Boat Regatta, a Brookdale staple since it was invited to join Kampgrounds of America (KOA) in 2011, is a wacky, fun-filled event in which campers assemble boats made of cardboard and duct tape and race across Wagon Lake—all for different prizes.

Buttonwood Campground in Mifflintown, Pennsylvania

Who doesn't love chocolate? Buttonwood Camp holds an "Everything Chocolate Weekend" complete with chocolate sundaes, nighttime chocolate candy hunt, and a chocolate pudding slippery slide. They sure do know how to have fun—all while appealing to your taste buds and appetite.

River's End Campground & RV Park in Tybee Island, Georgia

Every year, River's End Campground morphs into Pirates of the Caribbean-mode during its Tybee Island Pirate Fest. The event lasts a whole weekend and includes a pirate costume contest, treasure hunt, parade, fireworks, and more. Sounds like a great time the whole family can enjoy.

Point Cabins & Camping in New Castle, Pennsylvania

This May, Rose Point Cabins will hosts its 4th Annual Cornhole Tournament. Cornhole is a favorite game at campgrounds across the country. For those unfamiliar, cornhole is an American pastime game, in which players toss bean bags aimed at two cornhole boards that sits approximately 30 feet apart. The player to reach 21 points first wins.

Rockbrook Camp in Brevard, North Carolina

Arts and crafts are a campground favorite. Rockbrook Camp lets campers show off their artistic abilities with tie-dye and other arts and craft activities, while also creating mementos and keepsake memorabilia. Your arts and crafts events can be coupled with a talent show, costume event, and other unique event ideas.

Digital Detox (by Campgrounded) in Anderson Valley, California

"Calling all urbanites. Stash away your cell phones and tablets upon arrival and reconnect with your inner child." These are the rules at The Digital Detox Camp, a campground where adults go to unplug from the everyday stresses of city life. Follow their lead and create your own digital free zone—even if it's zoned to a small designated area, or just for a day or weekend.Each year for Father's Day weekend, Indian Trails has its annual Hawaiian-themed Pig Roast weekend. The campground's owners put together a series of activities for kids and their families to enjoy such as a pig roast, arts and crafts for kids to create gifts for dad, a bean bag tournament, and close out the weekend with free coffee and snacks for dads.These are only a few ways that campground owners are organizing festive events for campers. As an owner, you may want to borrow from any one of these event ideas—but be creative and put your own spin things. Host activities in honor of a holiday or create an event and make it an annual occasion. Camping is supposed to be fun. So, be quirky, wacky, and just plain weird to make your events memorable and your campground a legacy in the lives of the families you host.

If you're looking for a solution to manage your campground and RV bookings, as well as your activities, check out Peek Pro.

Marketing your campground is a tough task. Not only do you have to make yourself known to campers and RVers near and far, you also have to distinguish what makes you a must-visit spot. To develop the most effective marketing campaign to set your campground apart, here are 9 tips to consider.

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1. Partner With RV Dealerships And Other Businesses In The Area

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Co-marketing your campground may be one of the most effective ways to gain more exposure in the local area and reach your target market. Think about it: If someone's shopping for an RV, they'll also be needing destinations to explore! Contact RV dealerships (both local and outside your city) to see if...

• You can take some brochures there yourself, or mail them there, to be placed in the lobby
• Your information can be included on the RV dealership's website
• Your information can be featured in any email newsletters, or direct mail pieces the RV business mails to their customer base

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When marketing your business locally, share the spotlight by talking about other businesses that your target market may be interested in patronizing at some point during their stay. For example: You could promote complementary businesses, such as area grocery stores, grocery delivery companies, recreational supplies stores, and locally-owned gas stations.It's also effective to print out a pamphlet of "Things To Do" in the area to distribute to your guests. Local business owners may reciprocate by posting flyers of your campsite around their business, recommending you to patrons, or simply including you in some of their marketing materials.

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2. Participate In Local Events

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Increase your visibility by demonstrating your dedication to the local community. Sponsor charity events in your town, set up a booth at area festivals, and contact local media to get your business known. This can be an effective way to expand your local presence and stay "top of mind" for locals and residents that may be planning a staycation or looking for area campgrounds for a short weekend retreat.

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Increase your visibility by demonstrating your dedication to the local community.

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3. Promote Incentives on Facebook

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“Think of ways to cater to your guests’ core needs during a camping trip, and make sure to promote these extra services and incentives in all your marketing materials.”Campers who are comparing offerings from different campsites in the area may be more likely to pick yours when there is an added incentive, such as a discount for extended stays, a free breakfast at an area diner or restaurant, or complimentary services such as laundry service or grocery delivery. Think of ways to cater to your guests' core needs during a camping trip, and make sure to promote these extra services and incentives in all your marketing materials. Use Facebook to promote these special offers and encourage fans to share these posts with friends to broadcast the news to a wider network.

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4. Don't Forget These Tried-and-True Marketing Tactics

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Traditional marketing tactics can also generate some extra business. Try these out:

• Distribute colorful brochures, flyers and pamphlets about your campsite: It worked for the lemonade stand when you were 7, and it's still an effective way to generate business today.
• Build your customer email/mailing list: Collect names and addresses of prospective customers at every opportunity. Whether the customer calls the campground with questions or requests information online, make sure a staff member notes their name and address to enter it into a database. Building your email database lets you send targeted emails about upcoming specials, your campground, and other news, which can generate more business and help you stay in touch with your customers. For more best practices on growing and managing your email list, read on here.
• Buy a targeted mailing list: You can also purchase targeted mailing lists from marketing companies that have collected names and addresses from customers who opted to receive information.

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5. Tap Into Local and Online Media

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Consider writing a series of articles about things to do in the area, the benefits of camping, and other lifestyle topics for local magazines and newspapers that will allow you to include your contact information within the article. Alternatively, reach out to local bloggers or online publications to do a writeup about your campground. This can help you gain some local exposure and encourage readers to contact you for more information.

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6. Attend Trade Shows And Travel Events

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Set up a booth at RV trade shows, travel shows, and lifestyle events in bigger cities near your campsite. You can collect contact information of booth visitors to build your mailing database at these events; meet RV dealership owners and other industry professionals; and also promote your campground with brochures and flyers. If you use a camping reservation software, you can even promote your online booking abilities and encourage mobile bookings onsite.

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7. Get Listed In Local Online Directories

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“Make it easy for people looking for a campsite in your area to find you via online search.”Make it easy for people looking for a campsite in your area to find you via online search: Get listed in online directories like Google, Bing, and Abaco (formerly Yahoo! Small Business). With Google, your business name will show up on the first page or first few pages of Google Search results and on Google Maps free of charge. Some of the most widely-used and visible directories to get listed on include: Google Places, Bing, Abaco Small Business, and Superpages. You can submit your listings for free, and will show up in the directory within a few hours of submission.Another online tool to help attract more customers: get listed on campground and RV review sites, such as RVParkReviews.com.

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8. Reach Out To The State's Visitor's Bureau

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Consider how many travelers will be searching for campgrounds in your area by using the state's visitor bureau website. Get listed on the main website and inquire about any marketing opportunities available in newsletters, brochures, and direct mail pieces the visitor bureau sends out regularly.

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9. Run Online Ads

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Pay-per-click advertising (PPC ads) are another option for securing a high placement on search engine results pages. Your ads will appear in the "sponsored" section of the first page of Google or Bing search engine page results. Simply select keywords that your target market may be using to find you, such as "campgrounds in [your city]" or "camping in [your city]," or perhaps "RV parks in [your city]." You only pay for the ads that get clicks—hence, pay-per-click advertising—so you can control your daily spending and tweak your ads as you go for maximum impact.From increasing local presence to generating interest on Facebook, there are several ways campground and RV park owners can target customers. Use these tips and strategies to promote your business through multiple channels and confirm more reservations season after season.

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Read about Malibu Riders and how they increased their revenue with Peek Pro

Yesterday's camper was happy if they got two minutes of hot running water and a campfire pit. Today's camper wants that—and 24/7 access to Instagram.According to a 2015 survey by Kampground revealed that 83% of campers take their cell phones along on camping trips. What's more: 70% of survey participants reported going online with their device at some point during their stay. So, if you want to keep pulling in campers, this is the one trend you'll want to keep up with.Ready to get started setting up WiFi at your campground? The first thing you'll need to do is make sure you already have high-speed internet access. Then, follow these four helpful steps.

Step 1: Create a Map of Your Campground

To lay the groundwork for WiFi, you'll need to have a map of your campground. If you don't have an accurately scaled map already, you can just take a Google Maps screenshot of your campground. Print it out, and mark the following:

• Highlight every structure, from cabins to bungalows to yurts.
• Mark out potential obstacles. WiFi signal coverage can be slowed by concrete, trees, steel, and heavy building construction.
• Circle “zones" by priority. This will determine where you set everything up. Your office and highest priced cabins may be top priority. The entrance driveway may be the lowest.

This map will help you make educated decisions on your device and signal strength, so make sure it's as clear as possible.

Step 2: Pay Attention to Internet and Power Locations

As we stated before, you can't set up WiFi without a pre-existing internet connection. Mark the location of your current internet equipment. That's where you'll be installing your wireless router. Then, mark all power outlets on your campsite. If you're limited on power outlets, you'll have to do a little more electrical planning in your setup.

Step 3: Decide Where You Want Your Wireless Access Points

A wireless access point (WAP) connects campers to your current ethernet internet connection, allowing them to move freely within the covered areas of the campsite while using their phone, laptop, or tablet. There are two components in a basic WiFi setup:

• Wireless router: an internet router that also functions as a “Wireless Access Point" (WAP). Essentially, this is just the gateway that allows you to access the internet on your device without physical wires.
• WiFi range extender: These little guys plug into a typical wall outlet and can multiply your wireless router's signal and extend coverage.

Ideally, you would install a router in the center of your campsite, where you'll have the best opportunity to expand coverage. Then, use multiple WiFi range extenders to fill in the gaps.

Step 4: Pick Up the Best Wireless Router

Even routers installed in the perfect location won't be quite as effective if they're lacking quality.There's an overwhelming number of wireless routers and WiFi extenders on the market. Your final decision boils down to several big factors, from speed to guest account options.Here's why it pays to look for these features before you buy.

Single- or Dual-Band

A “single band" wireless router means your router will operate over a 2.4GHz radio band. This is the same band that microwaves, mobile phones, and Bluetooth devices and locations operate on—meaning your connection could get a little crowded. We recommend you opt for a dual band model if possible for less interference.

Guest Accessible & Secure

For security reasons (nobody likes to get hacked!), make sure your device includes the option to have a password-protected guest login for your wireless in addition to the admin login. Use an easy-to-remember password for your guests, and change it fairly regularly to avoid attracting potential “WiFi rogues," or those who don't have permission to access the network.

Speedy Channels

We won't dive too far into the numbers, but your router speed is drastically affected by its ability to send and receive information (shown by “802.11 protocols"). If you spot a WiFi router that has 802.11ac technology, you'll likely be happy with the outcome.

If you spot a WiFi router that has 802.11ac technology, you'll likely be happy with the outcome.

Weatherproof

If you can't find a weatherproof router, make sure you either house the router indoors or install it in a weatherproof box. Not all routers are born campers!

Easy to Install

Planning on installing your WiFi router and extenders yourself? You probably don't have all the time in the world to set up a complicated WiFi system. Choose a WiFi router that's easy to install and offers great customer service. Linksys and Netgear are two well-respected names in the industry.Once you've chosen the WiFi router for your campsite, set it up. Then, try out different devices throughout the campsite. If you have a lot of weak or dead spots, then you can install compatible WiFi extenders. Generally, setup is easiest when the WiFi router and the extenders are by the same manufacturer.

Consult Experts With the Right Questions

If you're not a technical expert—or just don't have time to research the right equipment on your own—call in the experts. You don't have to hire a pricey consultant who demands a hotel stay, either. Just head to your nearest Best Buy or other electronics store with your campground map, or request a visit from your current internet provider to determine what you need.Here are some questions to be prepared to answer (for many of these, the map will come in handy), and some basic terms to know.

• Do you have basic internet already? Where is it located?
• Where are electrical sources located?
• What's the size of your campsite?
• How far do you want to extend coverage?

Reference these helpful WiFi terms and definitions so you can have a productive conversation with a consultant or internet provider. For more, see the WiFi Glossary on Talk Tech to Me.

• Wireless Access Point (WAP or AP): the bridge that connects wireless users to a wired internet connection
• Channel: the path for wireless transmissions, determines a wireless router's speed
• Closed Network: requires a password for users to access the network
• Open Network: does not require a password for users to access the network
• Passphrase: a password for a network connection
• Service Set Identifier (SSID): refers to the name of the WiFi network
• WPA (WiFi Protected Access): the secure encryption for a network; protects against hackers, not as strong as WPA2
• WPA2 (WiFi Protected Access v2): currently the strongest encryption for a network

The Bottom Line

A WiFi connection provides so much more than just the ability to post hiking photos on Instagram. It also means campers can check email, access maps, and discover new hidden treasures close to your campground. Now that many cell phone providers are enabling WiFi calling and texting, we've reached a new frontier. A smartphone is now the Swiss Army Knife of electronics. So just follow these simple steps, and your campers will enjoy a richer 21st-century camping experience.

It's more than likely that you followed your passion when you got into the tour and activities industry. But whether you're in the business of bike tours or the brewery business, your company is just that: a business. While every day is another chance to cash in on more fun and adventure, you're in business to make money. And with tour operators making up $7 billion of the $1.3 trillion travel and tourism industry, there's plenty of money to be had. But like any growing industry (there are now 2,400 tour operators in the industry), competition is getting tougher. To set yourself up to make the most money possible, follow these eight strategies to boost your success and your bottom line.

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1. Don't Compete on Price.

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Instead of trying to be the lowest priced tour or activity operator in the market, focus on being the most unique. Do you have exclusive access to a certain area? Focus on one thing and maximize your quality. While you should always keep an eye on your competition and understand price ranges for your market, the best way to stand apart is by being different.

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2. Generate New Leads Through Content.

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Companies with blogs gathered 68% more leads than those without, according to research by HubSpot. But you can't leave your blog stagnant. The study found that blogs start to impact lead growth once they have more than 20 articles posted. Blog posts should be optimized for keywords and include a clear call to action, such as a button that leads the reader to your booking page. Posts that contain those two elements increase conversion rates by 87%, according to HubSpot.

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3. Attract Customers By Using Social Media.

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B2C businesses using Twitter generate two times more leads than those without a Twitter account, according to HubSpot. Twitter users with several hundred followers had approximately twice as many leads as Twitter users with followers in the double digits. In other words, social media is a great way to attract new customers and engage existing ones—so it should be a priority in your overall marketing efforts.When posting on social media, make sure you follow the 80/20 rule, posting promotional information just 20% of the time, and offering valuable information, such as tips and industry news, 80% of the time. This approach will make you look like an expert in your field.

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4. Form Strategic Partnerships.

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One of the biggest mistakes business owners make is trying to do everything alone, according to Forbes. You will sell more tours and activities when you partner with other companies and suppliers. For example, add more value by combining offerings with a restaurant or spa. Or create alliances with other businesses and cross-promote your services. Make sure you work out the details in advance on how to price your events. For example, you can each discount your offerings by 10% to 15%, and sell the activity at a flat rate.

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You will sell more tours and activities when you partner with other companies and suppliers

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5. Invest in Employee Training and Engagement.

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Service with a smile isn't just a cliché; it impacts the bottom line. A study done by researchers at Bowling Green University and Penn State University found that customers who were served by smiling employees felt more satisfied by the overall experience and more likely to return. Make sure you properly train employees, even providing scripts to improve their performance. Empower employees to make their own decisions and create an employee culture of fun so the atmosphere spills over into the customer experience. A study by research firm McLean & Company found that organizations with highly engaged employees had an average three-year revenue growth of 20.1%, versus the average 8.9% revenue growth rate.

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6. Segment Your Marketing Based On The Time of Year.

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Use the season to decide which customer base to target. If you live in an area that has higher bookings during the summer, use this time of year to beef up tourism marketing to out-of-state visitors. Give your information to the concierge at local hotels, distribute information through tourism offices and reach out to influential travel bloggers.During the off-season, go after locals who are already in the area. Residents can be an often-overlooked source or revenue for travel and tour companies, but this market can be lucrative and recurring. Send a press release offering discounts on group events to your local news stations, advertise in community newspapers, and reach out to local organizations, such as scouts, church groups, and schools.

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7. Plan Ahead for Slow Periods.

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Based on prior year sales, identify low-demand periods and plan for them. For example, provide discounts on certain days of the week that are traditionally slow. Or fill spots by creating special group bookings that you plan for these off times. You can also use the slow season to work on your marketing. Send emails to customers who visited you asking for a review of your business; 52% of consumers trust online reviews just as much as personal recommendations, according to HubSpot. Or, send an enticing marketing campaign during the winter inviting customers to book their summer travel plans now—92% of vacations are booked at least a month in advance, according to BusinessWire.

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8. Focus on Existing Customers.

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Small businesses are realizing the impact of existing customers versus new customer acquisition. According to a study by research firm Manta, 61% of small business owners report that more than half of their annual revenue comes from repeat customers. Existing customers spend 67% more than new, according to Inc.com, so increase your emphasis on the customers you have. Collect client details such as email addresses, birthdays, and anniversary dates during booking—and constantly improve the quality of your offerings. Then reach out to customers through strategic email and social media marketing campaigns.In the increasingly competitive tours and activities market, it pays to focus on the best ways to increase your bottom line. So start hyper-focusing on these tips, whether it's fine-tuning your social media strategy or segmenting by type of year, and you'll see revenues balloon.

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Read about Dylan's Tours and how they grew their tour business into one of the largest operators in San Francisco.

Whether you're working with a large or tight budget, it pays to spend your marketing dollars wisely. That's why it's so important to make sure you invest in marketing and advertising strategies that generate the highest return on investment (ROI).These days, small businesses are spending approximately $6,800 on online advertising each year, and small and medium-sized businesses spend $17,000 per year on web marketing services, according to a report from Borrell Associates. Those dollars need to be poured into strategies that will connect your company to the most receptive audience and, in turn, help you drive more bookings.So to make sure you're spending your money smartly, here are some marketing strategies that have proven to have the highest ROI.

Paid Search Advertising

Online advertising is one of the fastest growing platforms in the marketing and advertising industry. Digital advertising encompasses everything from banner ads to pay-per-click advertising. It may benefit you, however, to focus on targeted ads versus traditional banner ads since 54 percent of users don't even click banner ads because they don't trust them, according to Bannersnack.As a tour and activity operator, you'll get a better ROI when you run ads on the Google Display Network (Adwords) where your ads appear on search engine results pages. Search advertising is more effective, according to the experts at HubSpot, because you can target your ads to appear on the search engine results pages of a particular audience. For example, somebody searching for “kayaking in [yourcity]" may see your ad on the sidebar or in the sponsored section of the search engine results pages. These ads feature a headline, two lines of copy, and a link or contact information. Since you can select your audience and customize each ad, you have more control over the entire process—and will generate more clicks that actually turn into bookings as a result.You can determine your return on investment using the Adwords dashboard. Ways to measure success of an ad include monitoring click-through-rate and conversion rates—the number of clicks that led to an actual booking. The dollar amounts will vary significantly by advertiser since each advertiser will use different keywords and target different audiences. But you can easily determine which ads are performing well because Google provides this data in real-time.

Facebook Advertising

Unlike other forms of online advertising, the minimum ad spend on Facebook is just $1 per day. The experts at Moz point out that Facebook ads are also the lowest cost per 1,000 impressions, averaging around 25 cents per 1,000 impressions. This means you can reach thousands of prospective customers with a targeted Facebook campaign even if you're working with a small budget. The question is, how effective will your Facebook ads be?One of the unique features of Facebook ads is that you can not only customize the entire ad with images and text, but you can also target different types of audiences. Your ad will show up in the right-hand sidebar on a user's news feed and you can include a link to your website, or even your booking page. Facebook allows you to select your audience based on a variety of factors, including age range, interests, and even Facebook pages they like. You could target your ads to 30- to 40-year-olds who live in your city and enjoy reading Travel + Leisuremagazine, for example. All Nipon Airways did exactly that with their Facebook advertising campaign, selecting keywords to target users interested in traveling and Japanese culture. Their ads had a 25-percent click through rate—1 in 4 users who saw the ad actually clicked on the ad, which means they were driven to the ANA website.

Direct Mail Advertising

Traditional advertising methods, such as sending postcards or letters in the mail, are a valuable way to reach out to your target customers. According to research from the Rochester Institute of Technology, direct mail-driven sales per $1 of advertising dollars equated to a $15.48 return in sales, whereas radio ads had a return of $8.09 and magazine ads had a return of $10.06.Whether you decide to send out miniature brochures featuring all your offerings, postcards with promotional offers, or a friendly letter in the mail, you'll generate interest in your company that may lead to reservations. Create materials that feature high-quality photos of your tours and activities and detailed descriptions of various packages and experiences. (We shared some tips on how to write powerful tour and activity descriptions for your website here.)No matter what type of print materials you send, make sure to include contact information and a link to your website so that the recipient has different options for getting in touch with you and making that reservation. Including a business card or a personal, handwritten note to say "welcome" can help to personalize the materials you send via snail mail, which will make you stand apart from the competition.

Sending postcards or letters in the mail will generate interest in your company and has a higher ROI than other advertising methods

E-Mail Marketing

The same research data from the Rochester Institute of Technology reveals that every $1 spent on email marketing generates $36.70 in sales. This is a significant return on investment for any small business owner.A recent Silverpop study reveals email open rates for the lodging and travel industry are almost 57 percent. For tour and activity operators, there is more than a 50-percent chance that the email will get opened and read by a customer—which, in turn, could lead to a click back to your website, redemption of a special offer, a phone call, or a confirmed reservation.We shared some valuable tips on how to grow your email list here so that you can start sending customized emails to your subscribers regularly. Making sure you capture emails from all customers at any point of contact and taking the time to send out monthly or biweekly newsletters can help you keep these customers engaged. You can use an online booking software program, such as Peek Pro, to capture emails and organize your lists for newsletter sends.From paid search advertising to email marketing, tour and activity operators can maximize their marketing and advertising dollars by investing in the most impactful strategies. Use these tips to create your marketing campaign for the upcoming season or year to help drive more business — even during the slower months.