Budgeting your marketing resources: Where to spend for the most impact
Determining how to spend your marketing dollars can feel like a balancing act. Every tactic has a cost, and it’s not always clear which channels will deliver the best return.
When you’re putting together your marketing budget, don’t just plug in numbers — think about why each one’s there. Ask yourself, “What goal does this actually support?” Taking a value-first approach helps you make sure every dollar you spend is working toward something that matters.
Since operators come in all shapes and sizes, there’s no one-size-fits-all budget. But this guide will help you think smarter about where to spend, how to get more from what you’ve got, and where your money can make the biggest difference.
Understanding marketing objectives
Your marketing goals guide how you allocate your resources. Let’s look at three common objectives operators face and how their budgets might align.
Tour operator 1: Drive awareness and promote new offerings
If you’re launching new tours or trying to grow your brand in a competitive market, focus on boosting visibility and getting in front of more travelers. Building awareness now helps lower your customer acquisition costs later and creates a stronger base of repeat customers.
Put more of your budget toward awareness-driven tactics like social media ads, influencer partnerships, or local collaborations that introduce your brand to new audiences.
Tour operator 2: Increase website traffic and maximize conversions
If your website isn’t getting much organic traffic — or if visitors aren’t converting into bookings — your focus should be on optimization.
At FareHarbor, we always say your website should be your best salesperson. Investing in SEO, paid search, and conversion-focused updates helps you attract qualified visitors and make it easy for them to book once they arrive.
Tour operator 3: Engage with new and returning customers
If you’re heading into the off season or already seeing steady website traffic, this is the perfect time to build loyalty and stay connected with travelers.
Keep engagement high through social media, email marketing, and review management. Share updates, feature user-generated content, and respond to feedback to show your customers you’re still active and ready for their next adventure.
Determining your marketing mix
Once you know your goals, the next step is choosing the tactics that give you the best return. This is where a value-driven approach really pays off — putting your budget toward the marketing channels that move the needle most.
Tour operator 1: Social media ads, content marketing, and search engine marketing
When you’re focused on building awareness, reach is everything. The more travelers you connect with, the more likely they are to remember your brand when it’s time to book.
Start with top-of-funnel tactics like social media ads. Platforms such as Facebook and Instagram make it easy to target by location, interests, and demographics — helping you reach travelers most likely to book your tours. They also give you plenty of space for visuals and storytelling that show off what makes your experiences stand out.
Pro tip: Use insights from Google Analytics to fine-tune your targeting. Look at where your site visitors are coming from and which demographics engage most to get the best results from your ad spend.
Pair those ads with search engine marketing (SEM) and website optimization to keep your messaging consistent. When your visuals, tone, and copy align across platforms, travelers recognize your brand faster and feel more confident booking with you.
Tour operator 2: Paid search, SEO, and retargeting
If you already have a steady flow of visitors but want to turn more of them into customers, focus on strategies that capture travelers with high intent to book.
Start by improving your SEO — optimize your website for the terms travelers use when searching for experiences like yours. SEO takes time to pay off, so run paid search ads alongside it to appear right where your audience is looking.
Pro tip: If you’re just getting started with Google Ads, use Modified Broad Match keywords to reach the right travelers without wasting budget on irrelevant clicks.
And because not everyone books right away, add retargeting into your mix. With tools like Google Display or AdRoll, you can remind interested travelers about your tours after they’ve left your site. Just make sure you’ve installed a retargeting pixel first — that’s what makes it all work.
Tour operator 3: Email marketing, social media engagement, and review management
When you want to keep your business top of mind — especially during slower months — focus on keeping travelers engaged and excited to come back.
Email marketing is one of the most affordable, effective ways to do this. Whether you’re emailing through FareHarbor’s Dashboard or your own subscriber list, send updates about new tours, special offers, or seasonal news to keep customers connected.
On social media, highlight user-generated content (UGC). Sharing photos or videos from real travelers adds authenticity and inspires others to book.
And don’t forget your reviews. Checking and responding to them regularly shows travelers that you care about every guest experience — and that builds lasting trust.
Bringing it all together
Your marketing mix — like your business — will evolve over time. What works this month might shift next quarter, and that’s okay. The key is to stay flexible and align every dollar you spend with a clear goal.
Use these examples as a starting point, but don’t be afraid to test new ideas, mix tactics, and track what gets the best results. The more you experiment, the better you’ll understand where your marketing really makes an impact.
For more ways to strengthen your marketing strategy, explore the marketing section of our blog.
