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Case study: Four Seasons Campers

Summary:

Starting out in the tourism industry can be daunting, but as Liz Mackenzie-Mavor found out, it pays to ask for help.

4 min read, Case Study
Looking over Loch Lomond from the island of Inchcailloch near Balmaha

Company

Four Seasons Campers

Location

Loch Lomond

Overview

By attending a series of specialist DTS workshops Liz Mackenzie-Mavor was able to take control of her company’s digital profile.

Anyone who’s experienced it first-hand will know – Scotland is a fantastic country for a road trip. So when Liz Mackenzie-Mavor had the idea to start up Four Seasons Campers in her spare time, she knew she had the scenery on her side and was already off to a good start. Starting with one 4-berth VW Campervan, Liz faced a problem common to small tourism businesses: how to compete with the big players on a start-up budget?

Although Liz has always believed in the power of digital (she had already set up her own website on WordPress), she knew the business would benefit from a bit of help and made a beeline for our workshop programme which was taking place in her local area at the time. This included masterclasses on how to create compelling content, search engine optimisation (SEO) for tourism and keeping a current social media profile.

In terms of SEO, Liz left the workshop with a good understanding of how search engines such as Google or Bing work, allowing her to adapt and optimise her online presence. “What I’ve learned from the DTS workshops has been invaluable to my business. For example, if my search engine rankings drop, I now know how to get my search ranking back up.” Liz discovered that her newfound expertise didn’t have to be time-intensive either. Even a quick task such as refreshing the keywords on the Four Seasons Campers website often resulted in new enquiries.

Another lesson learnt from our DTS workshops was what to post and who to engage with on social media. This was a breakthrough moment for Liz. Already set up on social media, it was the realisation that now all of her fans and followers were actually direct customers. This led to a change in tactics and soon Liz was reaching out to businesses similar to hers on social media who shared her content and improved her reach.

In terms of figuring out what type of content worked best, Liz took some inspiration not only from our own practical video and photography workshops but also by analysing what other tourism businesses were doing too. In particular Liz found Historic Scotland and our partners VisitScotland helpful in giving her a steer for the type of content that really engages people.

Now firmly in the driver’s seat of her online venture, Four Season’s Campers has grown significantly and Liz has even taken her knowledge to help hone a second business, The Gallangad Lodge B&B.

If you think you could stand to benefit from some insightful, current digital expertise, DTS can help. Take a look at what’s on offer in our topics library, events programme or if you’d rather speak to someone directly, we’re always happy to chat.

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