28 Oct Simple Steps to Marketing Mastery
Many factors contribute to a hotel’s success—some you can control, and some you can’t. Marketing is one way you can positively impact your bottom line, but marketing has changed and many businesses haven’t changed with it.
Did you know that most online reservations are made from, or within one click of, a photo gallery? Or destinations that engaged in proactive marketing after 9-11 were more successful as the travel industry recovered? The travel industry is recovering from the recession, and the benefits of marketing are clear. Below are a few tips to help you maximize your marketing efforts.
1) Know your customers
Market research helps you make informed business decisions, monitor your brand and manage your reputation. The key to building a strong brand is knowing your customers and their values. Surveys are one easy way to get feedback from customers. Use postcards at checkout or breakfast, or online surveys. Link coupons and promotions to the surveys to not only gather critical market research, but drive customers back to your hotel.
2) Tell Your Story
The hotel business is moving online. Last year, 45% of all travel bookings were completed online, and 72% of those bookings were from individual hotel sites. A dedicated Website is the first look many customers have of your business. Make sure your site looks inviting and is easy to navigate.Great visuals also tell your story. Share engaging photos on sites such as FLickr, YouTube, Google Video and ITunes. Use photos of guests enjoying their stay at your hotel. Linking the photos to your web site will attract new customers for minimal effort.
A blog on your site is another excellent way to tell your story. In 2009, 43% of consumers accessed travel information from a blog. And 40% of consumers posted a travel review. A blog on your site will tell your story, and engage site visitors. It will also improve SEO (search engine optimization). Make sure someone monitors the blog, and is responsive, but positive, to criticism as it comes up.
3) Unlock the Secrets of Social Media
Research shows that by 2011, nearly 99% of all businesses will have a connection on Facebook, and nearly 90% will have a Twitter presence. Your customers are using social media, and you’re part of the conversation. People prefer brands, especially hospitality brands, with personality and treat customers as real people. Social media fulfills that expectation. Twitter and Facebook are by far the most common platforms for social media, and the two work well together.
4) Consistency is key
Once you understand your customers, and you’ve crafted a message that engages them, you need to focus your marketing on telling that story. Make sure your message is consistent across all medial channels (online and print ads, in-store displays, Website messages, social networks, etc.) Stakeholders that interact with your customers should understand the message. As time goes on, stay on message, and your brand will grow along with your business.
Twitter helps make people more familiar with your brand, and builds your brand personality. It is also useful for finding new customers by searching Twitter lists or looking at your competition’s list. Facebook is better at engaging and building relationships with your clients. Make sure you respond to posts, as it is easy to tell when a business isn’t “listening” to their customers. With social media you can engage customers, and tap into their sentiment, but there is a danger. If you try too hard sell, or sound disingenuous, you appear awkward and will hurt your brand. Social media works best when you actively engage in the conversation, offer sneak peeks, tips and advice.