After all of the hard work that your team has put into building your new Circuit virtual tour, it's time to share it with your target audience! Read on for our best practices to promote your tour:
Identify Your Goals
When promoting your virtual tour, the relevant analytics in your Circuit analytics dashboard are:
Total users: the total number of visitors to your virtual tour
Engagement rate: the rate at which visitors to your tour engage with your tour by taking at least one click
Average Duration: the average amount of time a user spends on your tour
Views per session: the average number of scenes a user clicks through on your tour
Consider your priorities when it comes to these analytics. Do you care most about having a high number of total users? On the contrary, would you prefer to see less users, but with high engagement metrics?
Your Customer Success Specialist will provide recommendations in your Success Sessions to help achieve your goals and to work towards the sweetspot of the largest possible number of highly engaged visitors.
Source Traffic Tracking
Anytime that your promote your tour, the Circuit team recommends using UTMs in your links. This will support differentiated traffic source data in your Circuit analytics dashboard:
Personalize the Content You Share
Circuit scenes, tours, and map elements are all deep linked, which allows you to share personalized content based on your audience’s interest. Depending on where you are sharing your tour, use these specific URLs to direct your audience to the content that matters most to them, in the fewest clicks possible.
For example, consider the following opportunities for how to share specific parts of your Circuit virtual tour:
Tour Homepage: Share the link to your homepage on any webpage or in any campaign where you are encouraging general exploration of your institution.
A Specific Tour: If you have a webpage or audience segment focused on a location or theme, share the URL to that isolated tour.
A Specific Scene: If you have a webpage or audience member focused on a specific space, share the URL to an isolated scene.
Celebrate Your Launch
Launching your tour is your biggest opportunity to both externally promote your tour, as well as position it internally within key initiatives and on your institution’s website. These activities will set your tour up for high traffic in the months and years to come.
To start, create posts celebrating the launch of your virtual tour that can be shared externally across your social media channels and email lists, as well as internally for awareness about the availability of this new resource for your institution.
As you consider how to promote your tour, connect with your Circuit Customer Success Specialist to see examples from four areas of marketing initiatives:
Internal channels, like websites, newsletters, email campaigns, and contests
External channels, like social media, third party sites, paid ads, and retargetting
Printed materials, like guide books, posters and flyers, direct mail, and signage
In-person Events, like open houses, tours, orientation, staff training, and other events
To get started, check out our article on marketing your virtual tour!