How do you know if your hotel has the right online marketing portfolio and is implementing the most effective online marketing campaigns?
The answer is; A comprehensive online marketing strategy must be set in place for your hotel to ensure that your online marketing tactics fits with your company’s objectives and is optimised for cost and effectiveness.
With over 80% of internet users using a search engine to find information, product and services, search engine marketing is a crucial part of a hotel marketing strategy. It is important to rank well when potential customers are researching their travel plans or existing customers are looking to find out more about your hotel or company. For example, if you are a 3-star hotel in London, you want your hotel website to rank well when someone searches, hotel London or 3-star hotel London or affordable hotels London.
Ranking well in search engines can take 2 ways – pay per click (PPC) Or search engine optimisation (SEO).
Pay Per Click (PPC) is paid advertising on search engines such as Google, Facebook, Instagram or bing based on specific keywords typed into the search engine by users. The pay per click PPC advertiser only pays when someone “clicks” on the advertisement – essentially creating the name “pay per click” and a pay per lead style advertising model. Results can be easily tracked and online bookings can grow very quickly via this advertising model. Read more about Pay Per Click (PPC).
Search Engine Optimisation (SEO) is ranking well “naturally” on search engines (i.e. without paying). Search engine optimisation SEO is a very important part of any online marketing plan as there is no upfront advertising cost attached to it. Search engine optimisation SEO is about improving a website – its structure, content, links to name a few - to allow search engines to read what the site is about and rank it accordingly to different keywords or search terms.
Affiliate marketing is a way of marketing through revenue sharing between 2 companies/websites. Essentially your property pays another website (the Affiliate), using a percentage of sale, in return for a referral visitor or sale to your website.
Affiliate marketing is a great online marketing tool to increase exposure and sales while managing cost as you generally only pay for each customer acquired for each hotel booking made. It is important to balance sales with the image of your property and business while engaging in affiliate marketing.
Social media marketing (SMM) is becoming increasingly significant to marketers (both online and traditional marketers) with the growth of Web 2.0 and the emergence of popular social media websites, blogs, microblogs, wiki such as Facebook, Youtube, Twitter, Instagram, Tripadvisor, to Wikipedia.
Social media marketing is particularly important for travel companies particularly hotels due to the ability of customers to submit reviews, provide their feedback as well as engage in discussions about their hotel stay and trip in general. Users are very passionate about sharing and talking about their travel and hotel experiences. And potential customers rely on these reviews, feedback, discussions to make their purchase decisions.
Social media marketing can be used in various ways such as to engage your customers, to communicate promotions, generate valuable travel content to help potential customers make travel booking decisions and manage brand reputation.
The travel and hospitality business is essentially about delivering a great travel or hotel experience. To do that successfully, hotels have to engage their customers and build relationships. Customer relationship management (CRM) is the methodology to help businesses enhance or build relationships with customers in an organised fashion.
Customer relationship management CRM is about communicating, engaging, retaining and listening to the customers. The short term goal is to create a relationship with the customer and the long-term goal is to inspire loyalty.
Efforts in hotel customer relationship management CRM are now enhanced by technology where every hotel communication and program can be properly tracked, monitored and refined to achieve the best customer relationship management CRM results.
Use interactive custom widgets to showcase the latest promotions and offers to Increase your booking conversion rate. Here is a suggested Free to use booking conversion app called Benifit which requires no technical or coding skills and allows hoteliers to create beautiful interactive widgets to display ongoing promotions and Offers.