Every B&B should invest time in developing their digital marketing strategy to drive traffic, increase direct bookings and build a positive customer relationship.
Here are our 5 tips for hoteliers to tactically use digital marketing…
1. Digital Marketing Can Be Free
Digital marketing builds brand awareness without the need to spend a lot of money, or even any at all.
B&Bs can generate free publicity through marketing tools such as:
Encouraging customers to post images of your brand. For example, on arrival give your guest a small gift with a card that encourages them to post during their stay and tag your social media accounts.
Find influencers in your area or your niche: you can then invite them to dine or stay a night for free, and in return receive a mention on their social media accounts.
Market your B&B on free metasites such as TripAdvisor, here’s how.
2. Investing A Little Can Help A Lot
Investing in essential digital tools like Google Hotel Ads will prove beneficial because they’re a dominant presence on search engines and immediately display information like; rates, availability, reviews, descriptions, Google Street Views and images.
In addition, OTAs have their own digital marketing in place so investing in technology that generates solid reporting on which channels actually work can be invaluable information.
Just make sure your software doesn’t charge you to trial and connect to numerous sites.
3. Create Content With A Purpose
One of the key purposes of your content should be to optimize your SEO so you can capture organic traffic. A simple way to do this is through a website blog.
A study by HubSpot found that 53% of marketers have blog content creation as their top inbound marketing priority and 76% of people use their Facebook feed to find interesting content.
When writing content keep in mind that customers prefer content that is meaningful and adds value to their experience. So your content should be original and do at least one of the following: educate, inform, entertain, inspire, reward or help.
You could, for example, address possible questions or draw on local excitement.
4. Use Social Video And Quality Images
Considering that Facebook posts with images see 2.3x more engagement than those without. Hiring a professional photographer to build your digital image library can be a smart marketing move. Visitors to your website want to see the exterior, the rooms, ratings and reviews as well a booking button.
Additionally, it is predicted that in 2017 74% of all internet traffic will come from video. Creating social video (digital video that is designed to be seen and shared through social networks) is great way to get into customers social feeds.
A popular marketing tactic is to create short videos about industry related tips and hacks ie: 5 things you that will make your next holiday easier. For example:
5. Personalize Your Approach
According to Sprout Social, 75% of customers purchased a product because they saw it on social media. So it is important that you post regularly, showcasing your B&B’s features, personality, and representing yourself with a polite tone when responding to customers.
Marketing on social media should be social. You should use it as somewhere to interact with customers rather than just post information.
Read more: littlehotelier.com