Benefits of Digital Marketing for bus companies

by Marisol Morelos | Jul 10, 2024 | eCommerce

Harness the power of digital marketing to help your bus company stay competitive and meet travelers’ expectations. 

In the digital era, bus companies face a transformation in how they attract and retain their customers. Digital marketing has emerged as an essential tool for these companies, enabling them to reach their audience more effectively and efficiently. Below, we explore the key benefits of digital marketing for bus companies.

Digital marketing offers countless benefits for bus companies, from increased reach and audience segmentation to personalizing the customer experience and enhancing brand reputation. 

By adopting digital marketing strategies, bus companies can attract customers, optimize their operations, and increase profitability. In an increasingly digital world, leveraging these tools is essential to staying competitive and meeting the expectations of modern customers.

What is digital marketing?

Digital marketing is the set of strategies and techniques that use digital media and channels to promote products, services, or brands. It covers a wide array of strategies and tools aimed at attracting, converting, and retaining customers through digital channels. 

This discipline encompasses all mobile devices, electronics, and the Internet to shape creative initiatives for user connections. Typically, marketing channels such as search engines, email, social media, and other channels that connect with customers and prospects are used to implement strategies. 

What is the difference between an outbound marketing strategy and an inbound marketing strategy?

Digital marketing does not only include inbound or outbound methods but encompasses all strategies that are carried out through a digital channel or platform; it is important to clarify the difference between outbound marketing and inbound marketing because it often generates confusion. Inbound is a methodology that allows to attract customers with valuable content and generate personalized experiences. It is a methodology that is applied within digital marketing. The inbound method seeks to drive the growth of an organization, establishing long-term relationships with people, and supporting them to achieve their goals.

The main difference between inbound and outbound is that the latter seeks the brand’s messages to reach as many people as possible, beyond whether the messages are relevant or desired, generating strategies to seek cold contacts.

On the contrary, inbound marketing is a methodology that attracts consumers who are more prepared to buy, through experience and valuable content, specifically designed to capture the attention and generate the trust of this audience. Implementing teams use content marketing to deliver useful information to target audiences to attract them to their websites.

The main benefits of digital marketing for bus companies

Digital marketing offers numerous advantages for bus companies; starting with reaching a wider audience efficiently and optimizing resources. 

By implementing online marketing strategies, such as social media ads, email campaigns, and search engine optimization (SEO), bus companies can promote their services to a segmented and targeted audience. This not only increases brand visibility but also attracts potential customers who are actively seeking transportation options online.

This discipline allows bus companies to interact directly with their customers, enhancing the user experience and fostering loyalty. Digital platforms provide channels to receive immediate feedback, respond to queries, and resolve issues efficiently. 

This type of direct interaction not only increases customer satisfaction but also provides valuable insights into market preferences and needs, allowing bus companies to fine-tune their services and marketing campaigns.

Digital marketing provides advanced analytics and performance measurement tools, allowing you to evaluate the effectiveness of your campaigns in real-time. With accurate data on ad performance, click-through rates, conversions, and user behavior, companies can optimize their strategies and maximize their return on investment (ROI). 

This ability to continually adjust and improve marketing efforts ensures bus companies remain competitive and relevant in an ever-changing marketplace.

How to implement a digital marketing strategy for bus companies?

Digital marketing enables companies to increase their visibility and reach, boost sales, differentiate themselves from the competition, and gain in-depth market analysis. In the bus sector, it can offer travelers a clear understanding of the benefits and value proposition, aiming to make their interactions with the brand as seamless and direct as possible.

When you rely on a single channel, you leave out a large part of your target audience. Travelers may be unaware of all the advantages, ancillaries, discounts, or benefits they can access. This is why it is important to implement a multichannel marketing strategy and share relevant content, which resolves doubts about the services or products provided, through different channels. 

To implement an effective digital marketing strategy, according to HubSpot, it is best to combine different tactics, such as content marketing, SEO, social media marketing, retargeting, and email marketing. 

Below we explain each of the digital marketing tactics to consider for an effective strategy:

Content marketing: everything that gives meaning to your website. This includes blog posts and other resources such as ebooks and guides. As well as graphic images, interactive tools, and videos. Answer their questions and provide quality information. 

Search engine optimization (SEO) strategy: involves optimizing your website, to increase the chances of appearing at the top of search engine results pages.

Social media marketing: social media channels such as Facebook, Instagram, TikTok, and LinkedIn, allow individuals, organizations, media, and businesses to follow each other’s online activity, interact in virtual conversations, and share content.

Retargeting: traditional advertising is considered an outbound tactic, but since digital marketing provides teams with the necessary data to better segment the audience, you can use retargeting to show ads to people who have visited your website. Remember not to be invasive and to deliver quality information.

Email marketing: it is the preferred communication channel for most professionals and is used by a large number of Internet users, which makes it a powerful tool that you can take advantage of to reach your audience directly.

A digital marketing strategy is likely to be complex for bus companies that have not yet implemented it. However, having an ally to implement it is easier.

For example, Reservamos SaaS provides bus companies with an eCommerce platform that helps them strengthen their digital channels, increase sales, and reduce costs. For this, it has two key modules for a bus company to implement its digital marketing strategy. 

It consists of two modules:

• Marketing Module – It provides bus companies with tools to increase traveler retention through effective marketing strategies. In this way they can maintain personalized and automated communication with them, such as reactivating users, recovering users through the abandoned cart, or promoting other sales channels thanks to the integration of user behavior data in the eCommerce with Marketing Automation tools to send push notifications, SMS, emails or WhatsApp messages.

• SEO Module – Allows companies to take advantage of organic searches of travelers on Google, to position the website of each brand, through quality traffic. The module’s automated system facilitates the creation of landing pages or landing pages easily and quickly. Powered by Artificial Intelligence, the keywords of destinations, routes, and terminals are added.

How Reservamos SaaS achieves a successful eCommerce migration for their allies

by Marisol Morelos | Jun 25, 2024 | eCommerce

One of the main advantages, for companies that decide to migrate their eCommerce, is to leave this operational task in the hands of a partner with the necessary experience

eCommerce platforms not only facilitate the sale of bus tickets but also improve the traveler experience, optimize internal operations, and open up new positioning and growth opportunities for companies in the ground transportation sector.

One of the main advantages, for companies that decide to migrate their technology, is to leave this operational work in the hands of a partner with the necessary experience. This allows them to dedicate their efforts to their growth goals and save time and resources on processes outside their core business. 

Hence the importance of choosing a technological partner such as Reservamos SaaS, which accompanies companies from the definition of the project to the implementation of the technology to the eCommerce or application. Companies that choose this option have positively impacted key metrics for their growth, such as increased sales and more secure transactions, reduced operating costs, better inventory management, and resource optimization. 

But what should bus companies focus on when making their decision? Here are 3 relevant points, according to José Luis Landaeta, Head of Customer Success at Reservamos SaaS:

1. Evaluate the technology provider’s experience in various markets and countries.

Where is the supplier located, in which countries does it have a presence, and has it expanded internationally? A technology provider with international expansion acquires experience to understand and solve the challenges that arise in each country, being able to adapt the tools, technology, and knowledge to each company and market.

2. Measure how many launches you have had in the last 6 months.

This will help to understand if it offers products or solutions that maintain a high pace of innovation and updating, in line with technological advances and according to what users and trends demand.

3. Know the relationships they have with leading companies in the sector. 

Evaluate the relationships the technology provider has and the opportunities for linkage that an alliance would bring. For example, Reservamos SaaS allies and prospects give great value to the formation of an international community, which promotes the exchange of knowledge among leading companies in Colombia, Peru, Brazil, Chile, and Mexico; as well as to the Board of Advisors that supports us and provides great experience in sectors such as tourism, technology and business.

We are dedicated to growing each of the bus companies’ direct online sales channels, both their eCommerce and their applications. Bus companies throughout Latam are betting on the growth of the online channel, but we have found that without the right technology, they run the risk of slowing down their competitiveness and not reaching their business goals. For this reason, we have focused on creating a technological ecosystem that complements each company to boost online ticket sales and increase their market presence in the face of competitors and new business models. – José Luis Landaeta, Reservamos SaaS Head of Customer Success.

If you are considering upgrading or optimizing your eCommerce platform with a new provider such as Reservamos SaaS, in this article we share with you some of the general processes we go through with our partners. Whether you want to migrate from a Whitelabel or you developed your eCommerce internally, we guide you on how to prepare your operational teams in this important project for your business, and thus evolve digitally through your direct online sales channels.

1. Engage team leaders early about platform migration.

It is important that, before the contracting of the eCommerce platform, i.e. during the platform evaluation process, the technical, legal, marketing, commercial, financial, and customer support teams of the bus company actively participate in sessions and demonstrations of the new platform. This is to get to know the current processes of the bus company, and thus define the points that are most relevant for each area. 

With Reservamos SaaS technology and ecosystem, we help brands improve their operations, introducing them to this first step towards their digital evolution. Therefore, we need to know In this step we share the stages of implementation so that each leader can anticipate the requirements that will be requested so that the final delivery of their new eCommerce is the most appropriate and according to their needs.

2. Align the bus company’s internal teams on the new changes.

Bus companies that select Reservamos SaaS as their technology provider follow a timeline that provides guidance to the project and coordination to the teams. In this way, it is possible to know the people involved in the implementation and follow each step together.

The technological structure of Reservamos SaaS is conformed by Product Managers, who take care of the interaction with each partner, for the follow-up of the technical part (web services requests, CMS, logos). While the Tech Lead studies the added documentation and generates the best strategy for an efficient integration. 

A fundamental step is the presentation of equipment, both from the technology provider and the bus company. From the bus company, it is important to know a member of the technical team, the marketing team, the commercial team, and the project leader. The latter is relevant to help with key issues or requests for any information that may be required during the integration of the technology. 

The most important part of an integration is to present the project teams and objectives. Each stakeholder must know with whom he/she will communicate and what type of information each person will request. As well as the continuous monitoring of the integration, through periodic meetings. – José Luis Landaeta, Head of Customer Success at Reservamos SaaS.

3. Define the role of the bus company’s technical team by having a new eCommerce provider.

In addition to helping to increase the performance of direct online sales channels at a lower cost, Reservamos SaaS solutions provide greater operational and analytical capacity to the technical teams within a bus company. This operational capacity translates into innovation agility, detection of opportunities, and strategy adjustments in real-time, which generate a positive impact and higher revenues. 

Here are the main reasons to have a technical team that is agile, efficient, and focused on detecting opportunities, with the help of technology: 

1. To have cutting-edge direct online sales channels, your internal systems must be constantly evolving.

For example, if a company wants to implement ticket changes and cancellations within the site, it can only do so if it has the development within its internal systems. By taking back operational control of their business, with the help of a technology partner, internal teams become more relevant, as they can grow their systems hand in hand with their technology provider.

2. Process automation allows teams to optimize their operations to focus on analyzing and detecting growth opportunities.

For example, during peak season, internal teams can allocate new runs to meet demand in a matter of minutes. The technological capacity they acquire allows them to take this type of initiative in a more agile way, thus increasing sales for the company. With Reservamos SaaS, the technical team, far from losing importance, gains relevance by detecting opportunities more quickly, adapting its offer, and therefore increasing the impact of its digital strategies, hand in hand with specialized technology.  

3. Take calculated risks that translate into higher profits and revenues for the company.

For example, creating dynamic pricing strategies, with the help of an appropriate revenue management system, is a process that can take as little as a few hours; while adjusting this same strategy, according to market behavior and real-time user demand, can be done in a matter of minutes, and without risking revenue.

4. Develop product initiatives that help increase average ticket sales.

For example, activating ancillary features such as pet travel, box lunches, round trip ticketing, or even loyalty programs, are initiatives that represent higher revenue per transaction, but can be complex to develop within eCommerce. The collaboration between the technical teams and a technology provider such as Reservamos SaaS, allows for the development of more agile way functionalities that increase the competitiveness of the company and help to increase its profits. 

4. Monitor metrics and post-migration follow-up

At Reservamos SaaS, the accompaniment and guidance of the Product and Technology team does not end when the eCommerce migration process is completed. After this stage, there is constant monitoring of key metrics to ensure that everything is working optimally. 

Each stage of the sales funnel is analyzed, looking for indicators that point to any pertinent adjustments within the eCommerce. Tracking traveler behavior throughout the buying process is key to developing innovations, updates, or new features that help maintain high conversion rates and completed transactions.

From the search engine to the issuance of the bus ticket, the Product and Technology teams ensure that the experience is efficient, agile, and safe for travelers; while, hand in hand with Customer Success, they guide the members of the bus company to know and delve into the most important metrics of their eCommerce, such as traffic, conversion, payment acceptance rate, chargebacks, among others. 

In this way, maximum use of the new tools and functionalities implemented is guaranteed. In addition, continuous support and periodic analysis are provided to adjust strategies, thus ensuring the success and sustainable growth of direct online sales channels, such as eCommerce and Apps.

Digital evolution helping bus companies regain control of their business

During the integration process, according to José Luis, there is often resistance from the bus companies’ technical teams. Reservamos SaaS’s job is to build relationships of trust, show the capabilities of each of the solutions, and empower each member of the bus company so that, through the constant use of each tool, they can exceed their growth goals. In this way, key teams and areas such as IT become more relevant.

The objective of Reservamos SaaS, as a technological ally, is not only to help companies sell more. But also to elevate all positions within the bus company, so that they acquire greater capabilities, skills, and knowledge about their digital channels. This, in addition to being a strengthening opportunity for the company, allows each member of the bus company to increase their experience and grow professionally. 

How does Reservamos SaaS assist bus companies? By sharing experiences, understanding their goals, and identifying their main challenges, we work together to overcome them. With this objective in mind, at the end of each integration, the operational teams view Reservamos SaaS as an ally, and a bridge of trust is established to expand into other areas.

My job as Head of Customer Success is to accompany the companies, so that any initial fear and distrust in the process, becomes confidence that we will reach their goals faster. To make them see that they are in the hands of an expert team that has done implementations in several countries in the Latam region, with great results. Because we know where to put the focus, for an optimal production output and follow-up to the target metrics. At a technical and product level, we have traced the best route for an implementation that leads to the digital success of each partner company.  – José Luis Landaeta, Head of Customer Success at Reservamos SaaS.

Get to know your traveler better with data analytics 

by Marisol Morelos | Jun 20, 2024 | eCommerce

Transform the traveler experience, personalize services, and optimize operations with the help of an eCommerce platform.

Understanding your traveler is not just a competitive advantage, it’s a necessity. User experience has become the heart of the industry, and every interaction counts in building a lasting and satisfying relationship. However, how can we truly understand travelers’ needs, wants, and behaviors?

The solution can be found in data analytics. With a large volume of information being generated at each step of the purchasing process, including destination research and post-trip reviews, there is a special opportunity to gain insights into and comprehend trends that can revolutionize the operations of bus companies.

But what types of data can be measured, how can it be analyzed, and how can the insights be applied to deliver personalized experiences to travelers? It might seem complex, or you might think you need more than one tool.

However, your eCommerce platform enables you to gain a better understanding of your travelers, their interests, and needs, and to have essential metrics at your fingertips when they make an online purchase for bus tickets. 

eCommerce, the ally to know your traveler

An eCommerce platform offers significant advantages to a company, such as access to data at any time of the day. This eliminates the need for multiple employees working different shifts to handle bus ticket sales. With an eCommerce platform, travelers can purchase tickets at their convenience, and the bus company can analyze each stage of the purchasing process and make real-time adjustments if needed.

Availability and accessibility for travelers also make it possible, for example, to track user behavior on the website and learn about:

• Sections of the site that are of interest to them.
• Times they consult a route.
• Dates and times they are most interested in.

In the last edition of Reservamos On-Road Talks, Alexandier Meza, general manager of Roll&Bits, shared that thanks to the eCommerce platform developed by Reservamos SaaS they have been able to know which transportation service (bus or van) is more attractive to their travelers. 

Data analysis becomes essential to know our travelers better. Through data, a purchase history is generated where, without logging in or registering in eCommerce, we can group users according to their behavior. In the purchase process, they complete data that are essential for us. By cross-referencing this information, we can identify our travelers even if they have not registered. This can help us with future strategies and increase loyalty. – Alexandier Meza, general manager of Roll&Bits.

That’s why this digital sales channel helps to have greater operational efficiency, reduce costs, and improve the shopping experience, by knowing what they prefer when purchasing a ticket online. 

Personalized shopping experiences

According to Alexandier, the focus should be on analyzing traveler data. Understanding what the user is looking for allows companies to generate personalized shopping experiences. 

We need to provide personalized services. Travelers are eager for the services we offer to be more tailored to their individual needs. They don’t want to be addressed in general terms; they want to be addressed personally, as Alexandier. Achieving this level of personalization is extremely important, and it can only be accomplished through digitalization. – Alexandier Meza, General Manager of Roll&Bits.

You can even offer a hyper-personalized and AI-driven shopping experience. This is possible thanks to the AI-powered search widget, which allows the user to be given suggestions on the routes they are looking for the most or the last ones they have searched for.

How is the search widget working? This is one of the innovations and updates offered by Reservamos SaaS eCommerce technology. It works through artificial intelligence, assigning an anonymous identifier to that user. 

That identifier assigns an anonymous name to a user, for example, anonymous 99 or anonymous 100. When that user logs back into the bus company’s eCommerce, the bus company remembers who the user is who did the search and makes suggestions based on that search history. 

We have observed that this technique addresses the conversion and agility issues when making a purchase. By eliminating the need to enter your origin-destination, it is presented as a suggestion instead. The user selects the date, completes the payment, chooses a seat, and that’s all. This optimizes the flow of the process. – Alexandier Meza, general manager of Roll&Bits.

Obtaining this knowledge of the traveler, based on data analysis, does not necessarily represent a high percentage of investment. The most viable option is to have a technological partner with these solutions. Alexandier considers that the advantage of having an ally such as Reservamos SaaS invests eCommerce low. 

We know that as mobility transportation companies we have a hard time with technology because the investments are usually very high. We have to spend on a technology team to develop eCommerce, mobile applications, or fleet management systems. Having a partner like Reservamos SaaS that has developed these solutions is very positive. -Alexandier Meza, general manager of Roll&Bits.

Future of eCommerce in the bus industry

Data analytics has become essential for gaining a deep understanding of travelers’ preferences and behaviors. The implementation of technology in bus companies’ eCommerce not only allows them to optimize the availability and accessibility of services but also enables the ability to collect and analyze information, which can be used to deliver highly personalized shopping experiences.

The future of eCommerce in the travel sector holds tremendous potential for advancements driven by artificial intelligence and hyper-personalization. Tools like search widgets and recommendation algorithms are proving their value by enhancing the user experience and boosting conversion rates and completed purchases. The capability to predict and anticipate traveler needs will empower companies to not only meet but also exceed the expectations of their users.

eCommerce represents not only a transformation in the way bus tickets are sold but also an integral evolution in the relationship with the traveler. By leveraging the capabilities of data analytics and artificial intelligence, companies can create unique and more satisfying experiences, ensuring a sustainable competitive advantage in the travel market.