Improving Cyclists’ Digital Experience
Optimising digital routes and content of cycling tourism destinations
1. Background
Cycling is booming, it’s a trend sport and growing leisure activity.- Destinations are developing specialised strategies in the cycling tourism sector (for road, mountain and touring cycling) to position themselves as leading destinations in Europe.
2. Objectives
- Improve your cycling destination positioning optimising your actual content, creating new content, and curating the best cycling content created by users, influencers and cycling media.
- Optimise your cycling digital content and cycling routes for the most popular digital route planning, training & navigation apps for each target market.
- Improve the digital experience of cycling tourists to ensure they find your cycling routes on the internet and cycle apps.
3. What do we do?
- Optimise cycling content. We optimise the routes and GPS tracks for each destination, and load them onto the most popular online cycling, and navigation apps for outdoor pursuits in each market.
- Create cycling content If you haven’t got any routes recorded, we create the tracks and itineraries, significant climbs and features, (descriptive text, technical data, tags, geolocalized photos, route videos, POIs,…)
- Promote your cycling destination We create a marketing and communication plan to improve your cycling destination image and help your businesses to increase the number of cyclist visitors through commercial activities
4. Why do we do it?
- Because cycling tourists use the internet, routing and outdoor platforms and navigation apps extensively throughout the entire customer journey (pre, during and post trip).
- Because having routes on your official website and in the local language on the local app is not enough. They need to be in the target market languages, on that market’s platforms, and optimised (SEO) so search engines find them.
- Because there is plenty of great cycling content of your destination created by unknown cyclists, media, companies, influencers, pro riders, waiting to be curated and promoted in a marketing and communication strategy.
5. How do we do it?
Audit:
- Audit the current state of cycling routes content.
We can also audit the global cycling identity of your destination:- Audit of web analytics and SEO performance of own platforms (web, blog, social channels,…)
- Audit third party generated content (cyclists, companies, influencers,…
- Audit of most popular routes in the destination (“heatmap”)
- Audit current state of POIs (points of interest) in maps of routes
Optimise:
- Revise headline texts, descriptions, tags, photos, .gpx files using popular
- and SEO friendly cycling keywords.
- Translate content into target market languages taking into consideration
- the right cycling vocabulary.
- Upload routes to the outdoor platforms and navigation apps with more
- audience in the selected markets: komoot, outdooractive, GPSies, Quäldich, MapmyRide,
- Strava, Runtastic, wikiloc.
6. Marketing and promotion:
- Define a Cycling Destination Digital Identity and marketing plan (paid & earned media strategy).
- Creation or optimisation of marketing materials: cycling microsite/ landing page
- Content creation: cycling video content for the routes, print material (flyers/maps for cycling tourism)
- Sales representation & promotional activity (events, trade fairs, sales calls, agendas)
REQUEST A PROPOSAL
Ask us for a proposal and a free audit overview sending an email to:
info@smartdestinationconsulting.com
This service is provided in cooperation with Halo Cycling Project