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Digital Marketing
They say content is king, and nowhere is that truer than within the hotel industry. But how do you ensure the content you create is effective?

Research by Havas Group earlier this year concluded that 60% of the content created by 1500 leading brands made little to no impact on consumer’s lives or business results. The study, which Havas Group carries out annually, is the largest global analysis of its kind and, while it determined that 84% of consumers expect brands to produce content, the research found that 60% of all content created by brands is poor, irrelevant or fails to deliver.

74% of consumers worldwide wouldn’t care if those brands getting it wrong disappeared. If this doesn’t make the case for investing in more effective content as a hotel marketer this might – the brands who created content that hit the mark and was considered effective by consumers, received a 48% increase in share of wallet and 137% more returns on their KPIs.

content-marketing
So just how do you get it right and create an effective content marketing strategy?

1. Get Organised
Getting organised is the first step to ensuring your content strategy brings your hotel the best possible results. Whatever form this takes is dependent upon your preferred ways of working, though there are a wide variety of apps and tools designed specifically for helping you become more efficient.

2. Identify content purpose
An agile content marketing strategy will allow for the creation of a content calendar. Within this, there should be scope to define a purpose for each piece of content you create. This will help to make it more meaningful. Your hotel site should host a range of different content formats, all with varying purposes, to pull customers through the sales funnel. Common purposes include content that:

Educates
Informs
Helps
Entertains
Inspires

3. Assemble a Great Team
Your content team will make or break the effectiveness of your content from initial idea right through to delivery. While it’s certainly true that too many cooks can spoil the work you’re doing, capable content marketers will understand the balance between different content types and be able to create pieces that have a purpose and make an impact. A clear content marketing strategy should be on hand to guide this team at all times.

4. Align Content to Audience Needs
It helps to remember that your content’s effectiveness hinges on its ability to appeal to your audience. It should communicate clearly the points you have developed through your content marketing strategy and meet the need of the consumer at their stage of the booking cycle. Use your hotel guest personas as a yardstick to measure whether or not your content is meeting those needs. To be effective, it should make an impact on the consumer’s life in a positive way.

5. Promote Wisely
The promotional channels you select play a critical role in that content’s success, so remember to choose wisely. Use your own social media channels and don’t be afraid to reshare older content over time.

6. Test, test, test
Testing is just as important to content marketing as it is to paid search and SEO. That means you’ll want to continually test and measure how successful your content is, how well it is performing and how it’s resonating with audiences. You can use metrics such as links, shares, comments and time on page as part of this. Don’t be afraid to ask your readers for their opinions too.
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Digital Marketing
Building your first ever digital marketing strategy is an exciting time for any hotelier, and as digital marketing continues to become an ever more important part of the marketing mix within the hotel industry, it’s important to consider how to make sure all the vital elements for success are in place at the outset.

The word strategy can be off-putting and bring to mind hours of painful decision making, research and legions of data. With multiple channels falling under the digital umbrella and owned, earned and paid media budget allocations to factor in, tackling your very first strategy is best approached with forethought and a clear focus. To help you get started, we have compiled this handy blog post which outlines exactly what you need to include, ensuring you complete the exercise with a useful, functional strategy to guide your actions moving forwards.

Decide on a Clear Strategy
There’s no point in utilising any marketing tactics if you’re doing it without knowing exactly why; all that happens in this event is that your hotel expends time, energy and money on undefined goals which produce little real benefit. Maybe your objective is demonstrating your expertise or driving more custom from domestic or overseas hotel guests? However broad or narrow your focus, ensuring you have such a plan in place helps form your overall tactical approach.  Be clear on what your reasons for creating a strategy are, what your goals are and how you’re going to get there throughout your document.

Hotel digital marketing strategy
Set Review Milestones
Since this is your first digital marketing strategy, remember to set some milestones partway through rolling out your tactics to help ensure your activities remain on-track. This will also help you to adapt your strategic approach if you realise something isn’t working, and evaluate how elements which are effective can be pushed to even greater success.

Define channels and platforms
The digital marketing methods which may work for one industry won’t necessarily suit the hotel trade, so don’t be concerned to isolate those tactics which are of value. A hotel digital marketing agency will be able to advise on the best methods for your particular situation, but popular digital marketing tactics used within the hospitality industry include utilising an integrated combination of the following:

  • Your booking engine and hotel website – optimised to ensure the highest level of lead conversion
    Social media strategy – for winning over social travellers
    SEO (Search Engine Optimisation) including mobile and voice SEO– to safeguard your rankings in online search
    Content marketing
 
Agreed Metrics of Measurement and KPIs
One of the best things about digital is the ability it gives marketers to ensure their efforts are always measurable and success is easier to prove than with more traditional marketing channels. The methods you choose to measure your key performance indicators will vary depending on the hotel marketing strategies deployed, but could include tracking social sharing activity, increased traffic, brand impressions and much more. It’s vital to put these measures in place so you can ensure your marketing efforts are never wasted.
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