How Theme Parks Dealt with COVID-19 through Digital Marketing

Digital Marketing

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The COVID-19 crisis has been unprecedented. The whole world has been crippled by the pandemic, and one of the aspects most affected has been entertainment and hanging out. While the lockdown affected the running of most businesses, amusement parks were among those that felt the drop in business the most. During these challenging times, the services of a digital marketing company could be critical to keep the audience interested.

Theme parks in the US have had to shut down and suspend their operations. They’ve also had to put their expansion plans to rest. But operators haven’t been sitting still. They have been looking at ways to ensure they keep the public interested in them and figuring out how to get the parks reopened safely.

Keeping Themselves in the Radar of Audiences

One of the most important ways amusement parks can ensure they stay in business is to keep themselves in the attention span of the public. The best way to do it is through the social networks and viral marketing. You also need to keep your website active and interactive, while finetuning your SEO (search engine optimization) practices to ensure it performs well in the search rankings. By purely focusing on online strategies, you can do your part in ensuring people don’t forget your theme park and visit it when the pandemic situation gets safer. Till then, all you can do is keep them excited.

How to Supercharge Your Social Media Engagement

Theme parks around the world and in the United States are adopting the following social media techniques to keep their audiences interested in them:

  • Telling audiences what their theme park is capable of, what it’s got in store for them and putting out messages of the kind of live events their theme park can handle.
  • Running contests to keep their audience interested – they ask them to describe how they spent their lockdown and share their experiences.
  • Posting pictures of the good old times – nostalgic pictures about how their park was 10 or 15 years back, or how things were before the pandemic. Such pictures could give their audience the urge to visit their park again.

    amusement parks
    (Img source: http://www.socialsamosa.com/2020/04/amusement-parks-instagram-strategy/)

  • Posting these pictures along with messages thanking visitors for staying indoors and preventing the pandemic from spreading further.
  • Updating their audience about what is happening in their park when nobody is around, particularly if they have animals housed in the park. They post photos of these animals in their environments within the park.

    parks instagram strategy
    (Img source: http://www.socialsamosa.com/2020/04/amusement-parks-instagram-strategy/)

They also keep providing a string of updates so the audience can keep following it to stay updated.

The social networks are a great way to connect with your audience. Instagram is particularly a cool platform to stay in touch with a younger audience. You can also use YouTube for video marketing. Imaginative, exciting and thought-provoking videos could give your YouTube channel a great deal of followers. Facebook, Pinterest and Twitter are also important networks.

Beyond social media marketing, you can also look towards improving your website and projecting it to your audience. That’s how internet marketing companies help businesses.

Sprucing up Your Website

Your website itself can be a great marketing tool and is a major part of the marketing strategies for theme parks.

Interactive Elements of a Website

Your website needs to have interactive elements. Have a significant aspect of visual elements while reducing the textual content. Large blocks of monotonous content are hard for readers’ brains to process. Textual content also doesn’t engage the audience well enough, with research stating that visual information is processed by the brain faster than text by more than 60,000 times. So, let there be a great mix of videos – particularly of the rides you offer – and images. You can also bring in user-generated content along with professional photography.
Make sure all these photos and videos reveal the diversity of the attractions of your theme parks. Let there be variety in your pictures and videos.

Optimizing the User Experience

We’ve talked about the experience in your theme parks, but how is the experience of your website itself? Improve the user experience (UX) of your website and tune it for conversions. The most important aspect of the user experience is easy navigation through the pages of your site, and also within each page. Users should be able to find what they’re looking for easily – information about the rides your offer – the kind of rides, the rates for the rides, the other facilities on offer, how people can spend a whole day in the park, packages provided, etc.

The interface must be simple yet engaging. Visitors to your site shouldn’t get frustrated after not finding the information they’re looking for. That could cause them to leave your site immediately, raising its bounce rate significantly. That is detrimental to SEO. Efficient hosting is essential, so that the pages in your website load quickly. Also, make your call-to-action clear.

Responsive Website, Particularly Optimized for Mobile Phone

Ensure that your website is responsive enough to open in desktop/laptop, mobile phone and tablet. Mobile optimization is particularly important because more than half of all web traffic is from mobile as per a survey back in 2017. Browsing on the mobile phone is convenient for most people and your website should perform well on smartphones.

As we mentioned earlier, your website needs to perform well in the search engine results pages (SERPs). For that, you need to fine-tune your SEO strategies.

Innovative strategies by an advanced internet marketing company is what your theme park needs right now to deal with the lull brought about by the pandemic.