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What does it take for a hotel to hire a great hospitality internet
marketing company? Can the agency deliver a strong hospitality digital
marketing strategy that will drive new business and sales? In order to
win in hospitality marketing, a hotel must have a strong integrated
marketing plan that includes SEO, PPC and Social Media.
SEO for hotels should be approached in two ways – local and
non-local. A local SEO strategy for hotels needs to take into account
the drive market, that is people that are within a few hours of the
hotel and can easily travel for a weekend getaway. Non-local hotel
strategies are typically part of a strong strategy to capture tourism
revenue. For those that are traveling from far away, your hotel may be
competing on price, proximity to things to do, and overall experience.
These factors make a huge difference in the viability and success of
your Hotel SEO campaign – in fact looking at your SEO campaign as a
conversion funnel makes a lot of sense.
Those visitors whom have no idea where they want to travel to, what
they want to do, and ultimately do not know about your hotel – are at
the top of the funnel. In the middle of the funnel we have visitors that
may know where they want to visit and now they are shopping on price
and other factors. And finally, towards the bottom of the funnel we have
visitors that are ready to travel and they are making their final
decision. Each of these areas of the conversion funnel provides a
different opportunity for optimizing your hotel’s website – each also
presents its own set of competitive challenges.
Paid search can be a significant driver of immediate sales for a
hotel – in fact some of the highest ROI activities that a hotel can do
is to use paid search to drive branded traffic directly to a landing
page that converts well. A PPC strategy for hotels needs to include
branded search terms – as much as it may seem like an odd strategy, it
provides an opportunity for your visitors to be drive into a page that
converts them quickly. Non-branded PPC traffic is valuable – and often
can have a higher Cost Per Click (CPC), especially for the broader
travel and geographic keyword phrases. Testing out how specific a
keyword must be in order to drive a positive ROI in sales is a great
strategy. Keep in mind that even though a keyword doesn’t convert last
click sales, it may start the sales conversion funnel, and should not be
discounted without looking into your conversion data.
Social media for hotels can provide different opportunities to
connect with potential customers. Often times we see hotels running
contests, giving away rooms or vacations as a way to draw customers in.
While these do work, we like different approaches to a social media
campaign where we present customers with authentic experiences that they
organically will share on social media platforms. Paid social media
strategies for hotels such as Facebook advertising can be a great way to
capture very specific guest profiles due to Facebook’s ability to hyper
target different demographics and interest groups.
Hospitality marketing strategies are quickly changing and being able
to keep your hotel ranking well in Google, in front of visitors with
PPC, and engaged with users on Social Media continues to be an important
revenue driver for your hotel.