Know-How Exchange : Strategy

Much depends on your site and its relation to the region it is in. Things like from how far away people normally visit from (locals only, people traveling from afar, etc.) and whether the site is the main reason they come to that area or is something that people who come to the area for other reasons use as an additional place to visit while there. How you would handle your questions will vary greatly based on how this site versus target population fits.

Because you talk about repeat visits, I am guessing that most people come from local populations (not tourists from afar). If this is the case, then I would focus on community building activities. Thinks like a Facebook page (with posts a few times a month), newsletter (monthly or so), having community activities reasonably often (if your site is a historic homestead, you could have special events such as sheep shearing, clothing making, traditionally cooked dinner, etc. where the old equipment is used to show the traditional way things were done), etc.

The first thing to look at is your primary target audience. Who are they? Where do they come from? How do they learn about you? What draws them to your site? Is your site a destination or an afterthought? Planned or impulse visit?

Then you need to complete a SWOT analysis. Why might someone visit twice (or even more)? What are the strengths of your site? For whom? Etc.

The answer to your question is not likely to be found so much in the experience of others as it is in a careful and thoughtful analysis of your target audience and their awareness of, and attitudes toward, your site. Use the SWOT as a kind of template to assess your opportunities and kick-start your marketing planning process.

Oh! Ok great. Target demo is 54+ female, family- oriented, interest in history, nature, and food. She also lives in the same state as the property. So localish. Thanks for the great feedback!