Today it is of the utmost importance to have a strong digital marketing strategy. Hiring a marketing team for a lodging business can be time consuming and expensive without even mentioning training and employee turnover. If you hire cheap you may have someone with little digital marketing or industry experience, but if you hire expensive you may not have a large enough return on investment to justify the costs. Sure, large brands can easily carry the costs of a marketing team while having positive ROI, but what about independent properties?
If it isn’t practical to hire in-house where should you go? Here are 3 things to consider when hiring a marketing agency for your property.
Costs of an In-House Marketing Team Vs. Marketing Agency
To have a successful in-house, specialized marketing team at your property, it is necessary to spend hundreds of thousands of dollars per year on wages. This isn’t practical for independent properties and as you can see, the costs quickly add up:
- $77,000 – Marketing Manager
- $56,500 – SEO Specialist
- $68,000 – Web Developer
- $49,000 – Content Writer
With a digital marketing agency it is possible to have all of that for the price of one employee. For example with TravelNet Solutions (TNS), depending on products and company size, a full funnel strategy can cost about the same as one employee that makes $11.25-$25.62 per hour.
Even if you hire one or two marketing employees in house, they may be experts in some aspects of digital marketing but not others. There is a broad spectrum of strategies in digital marketing and for a business to be successful it has to use a number of different solutions.
When hiring a marketing firm it is important to consider how it is set up. Most leading marketing firms have resources specializing in every aspect of marketing. They may have individuals who specialize in blog writing, Pay Per Click (PPC) management, Search Engine Optimization (SEO), Web Development and so on. By hiring the right marketing firm you’re not just getting people who have a broad digital marketing knowledge, but people who specialize in each individual aspect of digital marketing.
There are many marketing companies that do digital marketing for businesses in just about any industry. It isn’t even a question that whoever is running your marketing campaigns, especially in the hospitality industry, should know your business inside and out. You may think that hiring and training a marketing team in-house is the only way to have true experts with in-depth knowledge of your business, but this is not necessarily the case.
There are plenty of marketing agencies that have found their home in individual industries. While you may be able to find a number of unique local agencies that have vast experience in numerous marketing solutions, we recommend finding an agency that specializes only in the hospitality industry. At TNS, we have an in depth understanding about how your customers find you, how your business operates, and what strategies work in the hospitality industry.
With so many intricacies to digital marketing you should have experts running your campaigns so that you can focus on what you do best, making sure your guests have a great experience at your property.
About TravelNet Solutions
TravelNet Solutions is a leading provider of integrated ecommerce, technology and marketing solutions to more than 2,000 Hotels, Resorts, Vacation Rental Managers and Alternative Lodging companies. TravelNet delivers a broad range of products including Managed Digital Marketing services and Ecommerce solutions including CRM, PMS, CRS and Cloud Contact Center. TravelNet is also parent company to ResortsandLodges.com, a marketplace for unique lodging.
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