There’s a big difference between random Internet marketers and hotel Internet marketing experts that specialize in the industry. The difference shows up in your property’s bottom line.
Elevating your property’s Website production to the next level requires more than luck… it requires a partnership with the right marketing vendor. But beware - anyone claiming they can predict the precise outcome of your hotel Internet marketing campaigns is actually revealing how uninformed they are. More than ever, online marketing is an inexact science and always evolving. So the best approach is to form a realistic idea of what to expect. When working with a specialized hotel marketing company, your success can often surpass your expectations.
Let’s assume you’ve already selected a reputable company, with proven results. Ideally, your Internet marketing company will lead the way, with input from the property. Let’s examine some of the key components.
Your Site and Local Attractions
Stagnant Website content and photography makes sites feel lackluster and old. Select pages need to be updated and focus on what your shoppers are interested in, such as room details and area festivals. Make the most visited pages priorities. Have a copy team write fresh copy and a search engine optimization (SEO) team link and tag keyword phrases. A library of high resolution photos is helpful to showcase your property and local attractions. As an example, if you’re a hotel near the Georgia Aquarium in Atlanta, you need a fresh page dedicated to that attraction with professional copy, photos and SEO, so that the page ranks in search engines and sells your property’s proximity to the aquarium. An experienced hotel Internet marketing company will be able to maximize the revenue potential of that Web page.
SEO, Pay-per-click (PPC) Ads, E-mails, Social Media and Online Travel Agencies (OTAs)
Speaking of search engines… are you optimizing your site so that it’s found in Google, Yahoo and Bing? Is your site’s SEO enhanced on a monthly basis with content, links and tags? Search engines change the way they rank sites all the time, so it’s vital your property is constantly monitoring your ranking for key search terms. Remember, a beautiful Website is ineffective if it can’t be found.
In addition to powerful SEO, you should buy PPC ads for words that have value to your business. For example, if you purchased PPC ads for “Bike Week Daytona, FL,” your property can show up at the top of the search results page, in a highlighted ad. What makes PPC so flexible, is that you can monitor your daily ad spend, using a predetermined budget.
E-mail marketing is another proven way to drive online bookings. It’s key to collect email addresses from Website visitors and guests in order to build up a significant database. Dynamic e-mail designs can fit your property’s brand and offer exclusive promotions that entice bookings. They can also be tracked in detail, showing open rate, bookings, ROI, etc. For all properties, e-mails are a cost effective method that should be used regularly.
Of course, you’ve all heard of social media and sites like Facebook and TripAdvisor, but do you have a plan? Do you have a Facebook profile only because your competition does? Do you monitor and respond to reviews on TripAdvisor? Facebook profiles should engage your guests and help sell your property simultaneously. Encourage guests to post photos on Facebook and become a fan for special promotions. Set up a feed that notifies you when reviews are written about your property. You can gain intelligence on what you need to improve, see what you’re doing well and thank review writers. Social media is about interacting with your guests on a personal level, which requires a plan and consistent effort.
Last but not least, we know being listed on OTAs can generate bookings away from your site, but they also offer an indirect, positive affect on your site. It’s called the “billboard effect.” When your property is listed on say Travelocity, think of that profile as an online ad, or billboard. Often times, a shopper will see that ad, leave Travelocity and go directly to your site. At this point, if the visitor books, you get a direct Website booking … and no OTA fee.
Communication and Goals
When working with an online marketing partner, good communication is essential. The partner needs to feel like they’re a part of your property, which means your management needs to be open and honest. They need to provide the marketing partner with essential details about the property and the surrounding area. Although both parties have their work cut out for them, the Website’s success ultimately depends on the quality of work the marketing partner produces. The better they understand your property, the better work they can produce.
One of your first priorities should be setting realistic goals. Look carefully at your comp set, past performance and location and get input from your general managers and other key decision-makers in your organization before finalizing the results you’d like to see. It’s important to find a middle ground when setting goals. Be realistic and ambitious simultaneously. The effects of the marketing efforts don’t happen overnight; reaching your goals takes time. It’s always safe to gradually set higher goals, so they correlate with the marketing efforts.
Planning Campaigns
In planning your marketing campaigns, here are a few important things you need to consider during discussions with your hotel Internet marketing partner:
1) What are your goals… are they realistic?
2) Who is your target audience… do you know which keywords to focus on?
3) Is your message in a language that travel shoppers understand?
4) Do you have imagery that builds an emotional connection between your property and target shoppers?
5) How will results be tracked… are there sufficient analytics?
Final Thoughts
As you’ve learned, there are many steps on the path of selecting and working with your hotel Internet marketing partner. However, it’s vital to your property’s success to take these steps and implement an aggressive Internet marketing program. With an array of tools, from Website design, to SEO and PPC, to social media, your property will boost online bookings. Just remember to communicate well and build a relationship with your marketing partner and set ambitious, yet attainable goals. If each step is taken carefully, you won’t be disappointed.
This article is brought to you by VIZERGY, an Internet marketing company that empowers hotels and resorts to drive revenue through the Internet. VIZERGY offers Internet marketing, search engine optimization, Web site design, email marketing, reservation services and e-commerce strategy development to help hotels aggressively compete online.
For more information on VIZERGY and its services, please visit www.vizergy.com, call Amakeda Ponds at 904.389.1130 Ext. 179 or email Amakeda.p@vizergy.com.
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