So why develop a digital marketing strategy for your hotel?
The digital landscape is placing ever increasing demands on today’s independent hotelier. A well documented digital strategy, will ensure that you stay connected with your customers. More importantly, it constantly reinforces your hotel brand and effectively supports direct bookings.
What to consider before you develop a digital marketing strategy
Customer engagement across social media channels including blogs and forums is a two-way communication, therefore you need to prepare for negative feedback and ongoing customer service queries. You must ask yourself if you have adequate resources in place to moderate these channels. It’s also important to recognise that social media puts the customer in control and you need to ensure that you mitigate the risk of any negative comments going viral.
So now you know why and what to consider, let’s consider the key ingredients for success:
It’s time to stand out from the crowd!
First you need to identify what makes your hotel stand out from the crowd. In essence, what are your USP’s and why should customers book with you over your competitors.
Next, how would you like your customers to perceive your brand?
Your brand personality is unique to you, so if you’re a fun, engaging and innovative brand, produce copy that reflects these qualities. Next time you communicate your latest special offers, why not consider producing copy and imagery that represent your brand values. Consider themed content that lets your customers connect with the true essence of who you are, inspire them to book with you.
So how do you evaluate where your brand is going to hangout?
Right now, your customers are checking out hotel deals across twitter, facebook and instagram, they are opening promotional emails and browsing OTA’s and independent websites. Your customers are everywhere and therefore you need to be...well almost!
When it comes to selecting digital channels to support your marketing activities, it’s important to assess which channels are going to offer you the best ROI. So if it’s your website, facebook, twitter, email newsletter and LinkedIn, it is recommended that you assign clear objectives against each channel e.g. increase email newsletter sign-up by 30%, grow facebook followers by 20%. Each channel should also be assigned a weighting in order of importance e.g. facebook (60%) Email Marketing (50%)
Content Is King (as if you didn’t know already!)
A key criteria of a successful digital strategy is quality content. Every form of digital output should be approached with the mantra ‘Quality Content is King!’. You must ensure that you set aside the time to develop content that stays true to the essence of your hotel brand whilst staying relevant to the needs of your audience. A well designed editorial calendar can really assist with content planning but we’ll talk more about that next week!
In the meantime, please contact us if you would like to talk to a HotelConnect Expert about how we can help your hotel to get more bookings.