In the last couple of years, many traditional marketing channels and methods have shifted to the online realm. This has helped to create new opportunities for hotels who want to stay ahead of the competition. In this article, we will discuss 6 different online marketing strategies that you can implement to grow your business.
1. Inbound Marketing
Inbound marketing was first coined and then popularized by HubSpot. The concept is to attract, engage and delight your customers rather than push your products at them. Essentially, you’re trying to work with the consumer rather than against them. Thanks to inbound marketing, hotels have the ability to listen to and respond to their customers’ needs and demands rather than simply trying to push products at them.
What is inbound marketing?
It’s all about attracting, engaging and delighting your customers — rather than pushing products at them. To put it differently, inbound marketing focuses on the ‘why’ behind the ‘what’ and aims to create a win-win situation for all parties involved.
Why should you try Inbound Marketing?
It’s well-established that consumers have a heightened awareness of brands and products both online and off. Thanks to the power of the internet and social media, any business can have a global impact on a limited budget. A hotel or brand that masters inbound marketing strategies can harness this power and attract top-notch customers to their brand or hotel. Even more impressive is that these customers will remain engaged and loyal to the brand rather than simply visiting the website or using the app once and then moving on to the next hotel’s website or app.
With increased brand awareness come increased expectations. So, if you’re trying to attract, engage and delight hotel guests, it’s essential to keep up with the trends and ensure that they have a positive experience. One crucial step towards providing a great guest experience is by effectively marketing and communicating your hotel’s value proposition. Additionally, you can take this opportunity to educate your audience about your hotels’ distinctive niche and how it sets you apart from other motels.
The most effective way to execute inbound marketing is via SEO (Search Engine Optimization). Thanks to the efforts of SEO specialists, such as [The Managed by Tad Henwood](https://themanaged.com/), your hotel’s websites and social media accounts will appear higher in search engine results than your competitors’ websites. This will inevitably drive more guests to your hotel or brand.
Why is SEO so important?
It’s all about the rankings, man. Without a good SEO strategy, your hotel’s websites and social media accounts will appear near the bottom of the search engine results. This can significantly reduce your hotel’s exposure and impact. SEO is, therefore, an essential part of any online marketing strategy. Additionally, with the right tools, you can track the exact traffic coming to your hotel’s websites and determine exactly which strategies are working and which ones need to be modified or changed altogether.
2. Video Marketing
Thanks to the rise of TikTok and its associated platforms, video has become an essential part of any marketing campaign. This trend will likely continue and video is set to become even more prominent in the years to come.
Why should you try video marketing?
Well, first off, you should try video marketing because everyone else is. Second, videos allow you to explain your product or service in a relatively short amount of time. Third, videos can be shared with others via social media platforms, thus expanding your reach. And, last but not least, videos allow you to put a human face on your company. After all, customers will much more readily identify with a face than with just a name or logo.
What is the main difference between text-based and video-based marketing?
Video marketing is simply marketing through video. For example, if you shoot a short video showcasing your hotel’s amenities, the guest will experience your product or service before they even arrive at the hotel. This is huge if you ask us! Video is also much more engaging than text-based marketing. Not only do your customers have the ability to [watch and listen as you speak](https://youtu.be/VQnaKYuX4Ao), but they can also interact with you, via chat boxes or calling cards, as you talk.
Whether you intend to use video solely as a marketing tool or you want to include it in your social media marketing strategy, it’s essential to have a clear idea of how and where you’re going to use it. We recommend creating a video marketing plan with the aim of including at least one video every two weeks.
3. Email Marketing
Email marketing doesn’t get nearly the attention that it deserves. This form of marketing is, essentially, sending out regular updates about your company, via email. You’re not necessarily requiring the recipient to click on a link to access your content. So, if you’re clever, you can capture someone’s email address to send these newsletters and updates without their knowing it.
Why should you try email marketing?
It’s a tried and tested strategy that has stood the test of time. A study by HubSpot finds that, on average, customers recall receiving around 4-5 emails per day. If you send out a newsletter once a week, you’ll probably see a 20% open rate at best. That’s pretty impressive!
There are multiple reasons why email marketing can be an effective mode of marketing. First, it’s an easy way to distribute information to a large group of people. Second, customers tend to trust other businesses they know aren’t trying to up-sale. And, last but not least, customers who receive regular email newsletters and promotions are more likely to stay engaged with your company.
What’s the best way to email market?
We recommend creating a simple email template that’s easy for anyone, regardless of technical expertise, to get involved in. For example, if you use Sendgrid, you can use their pre-designed marketing emails to get started.
You should also make sure that you send out regular emails. It’s common for people, especially those who work remotely, to only check their email once or twice a week. So, if you don’t want to lose a potential customer, make sure to send out emails at least once a week.
If you’ve been exposed to new marketing concepts and terminology in the last couple of years, then you might be familiar with re-marketing. Essentially, this is when you use a brand or trademark to promote a product that is not necessarily associated with that brand, but rather a similar product.
Why should you try re-marketing?
This is a relatively new strategy that marketers have begun experimenting with and it’s already proven to be effective. A study by HubSpot found that, on average, customers recalled receiving around 4-5 emails per day. If you’re clever, you can re-market your product or service by tying it to a well-known brand. For example, if you sell men’s accessories and you’re aware that a large portion of your target audience also wears women’s clothing, you can try re-marketing your product as ‘her’ accessories.
If you don’t want to create a separate identity for your brand, you can always use the name of a well-known brand to help expose it to new audiences. So, if a long-time customer is looking for a gift for their spouse or children and stumble upon your website during their holiday shopping, you can use the fact that they’ve been to another site owned by the same company to help them find what they’re looking for. Pretty nifty, right?
Which brand should you use?
There’s no question that using a brand, even a well-known one, can be a great way to get an edge on your competition. However, it’s important to bear in mind that there are many pitfalls that you need to avoid if you want your re-marketing efforts to be effective.
First of all, ensure that the brand is still associated with a product that is similar, if not the same as, the one you’re trying to promote. If the two aren’t directly related, then it could hurt your re-marketing efforts in the long run. For example, if you’re attempting to sell women’s clothing and you utilize a brand, such as Victoria Beckham, to do so, you’ll need to ensure that your women’s wear is similar in quality to Ms. Beckham’s. This could confuse customers and cause them to think the quality isn’t consistent.