What a stupid question. Companies depend on clients and need to be visible. We rephrased the question and asked Joe Wareham, founder of Zen SEO Agency and Growth Marketing Manager at More Sailing, for advice on how companies should position themselves to be visible.

Born in Spain and raised mostly in England, Joe Wareham entered the world of SEO around 16 years ago and began traveling the world a couple of years later, before most people used the term “digital nomad.”

Joe is not focused on destination marketing, but as an avid traveler, we wanted to learn more about his approach as a growth marketing manager.

Please tell me a little about what drives you.

I’m driven by the desire to benefit others.

What is the biggest obstacle destinations face today?

I was born in Mallorca and now live in Budva, Montenegro, so I’ve seen how overtourism works. When destinations rely too heavily on tourism, it not only degrades travelers’ experience and locals’ quality of life but also prevents the area from growing in other ways essential to its future.

How do you approach growth differently?

I think the best thing you can do is make the company and what it offers as good as possible, and then just let people know about it. Many marketing tricks exist in the world. But I always start with the question “What’s our existing richness?” and work from there.

Can you describe a real campaign that illustrates your philosophy?

At More Sailing, we’re doing just that. We’re inviting travel publications to experience our trips and review them honestly. No more, no less. The results have been stellar because people love the trips, the More Sailing philosophy (“If we’re happy, our customers will be happy”), and the idea of making sailing more accessible.

Where is destination marketing heading?

Given the large number of people who are location-independent and the many more who want to travel outside peak season, I think many destinations could market themselves as great places to live year-round, not just visit during the season. This would attract high-value residents who support the local economy in the long term rather than give a short-term boost to the tourism sector. This requires thought and investment that ultimately benefit all residents.

Can you tell me about a campaign that completely exceeded expectations?

Again, our current campaign with More Sailing is doing just that. First, my expectations, because at some point we started getting interest from major publications just by pitching our trips, and it surprised me how well it went. Second, the expectations of those who come on the trips, because in many cases, it seems people really weren’t expecting this level of experience.

One said it was the most relaxed they’d been all year; another said they enjoyed it so much they decided to learn to sail; and another said they were so blown away they couldn’t put it into words. It’s very gratifying to offer people something they enjoy so much… and it’s fascinating to hear from someone who writes for a living that they’re speechless!

Can you tell me about one that failed—and what you learned?

I worked on a couple of campaigns for major global travel companies that wanted to offer branded “Top-rated” badges for attractions, accommodations, restaurants, etc., to put on their websites. Almost no one was interested. I learned you have to let go of gimmicks and really offer something of value.

Some additional rapid-answer questions:

•   One destination that inspires you? I spent 7 months traveling across Colombia and woke up every morning, happy to be there. There’s a certain joy that lingers even after you leave.
•  One marketing campaign you wish you had created? Anything by Southwest Airlines. The best part is, they don’t even need one; they just keep doing their thing, and people post videos of the hilarious announcements. I flew Southwest a couple of times as a child, and I’ve never forgotten it.
• One book every marketer should read? Fewer books, more doing.
• One AI tool you use every week? Smartlead.
•  One marketing myth that needs to disappear? “Create a blog on your company site and post lots of content” is one of the best ways to waste time and effort unless you’re doing it with purpose.

Do You Want Your Company to be Visible? Joe Wareham interviewed by Tor Kjolberg
Feature image (top): © Wikimedia Commons.