- 13th January 2020
- Ben Patterson
Give yourself the time to think strategically about your online presence.
As we enter a new year, everyone is talking about new starts, resolutions and new targets to ensure 2020 delivers and hoteliers are no different. Ben Patterson, a web & digital consultant at Guestline explains why you should think strategically about your online presence and not react on a whim.
As a Digital Consultant I see this happen time and again, the rush to get content out days before a milestone or event and it generally doesn’t team up with your long term goals nor does the campaign or post have the penetration that it could have because it’s been rushed. In some cases, events or milestones are completely forgotten!
When it comes to online strategy, think about what you’re looking to achieve in terms of business goals first, and work your marketing strategy backwards. You can even use simple statements such as ‘we want more direct bookings’, or ‘we had a really quiet February, what can we do to improve on this’ ‘we want more spend in bar’ or ‘we want to more Weddings’ for example. All of which can be worked backwards into campaigns or a tweak to your website and/or online presence.
No idea where to start? Have a think about these simple statements and write them down, all of which can be worked backwards into a strategy (online or offline) and can form you activity for the year.
Try planning out the years activity on a Google Calendar or something similar, with at least one piece of content each week and while you’re there, think about which medium will generate the most reach, remember key milestones such as Valetines day, Mothers Day, Black Friday offers etc these may give your end customers the reason to buy.
Don’t worry if you’re knowledge base doesn’t stretch past many online mediums, I’m not suggesting you take on the role of a digital marketing manager if you’re already wearing many hats - but things like Email Marketing, Social Media and Blogging posts are something that can be done with ease and a little time.
Take the ‘we want more spend in bar’ why not put an offer out there for direct bookers to have a single free alcoholic beverage on arrival. This provides incentive to have a second drink as they’re already at the bar area and also perhaps more direct bookers - adverse this on your website home page, in your meta titles on the website, and post it on social media,
If this seems a bit too much to manage yourself or, if you want to boost your online marketing with additional channels that you may not be able to look after effectively yourself not to worry, at Guestline we’ve got relationships with partners that can assist you in the world of online and digital marketing.
Last but not least, you also need the right tools (the conversion piece) well designed, developed and flowing websites, latest booking engines, gift voucher systems and E-commerce tools to really optimise your efforts. If you’re interested in discussing any of these products, feel free to get in touch.
I have been working with hotels within the digital space for 10 years and would love to discuss how you too can really boost your online presence and hotels website. Want to discuss your set up? Intrigued by the idea of a website refresh? Pop your details in below, and i will contact you with further tips and tricks that can transform your digital offering and experience.
Web & Digital Marketing Consultant For Guestline - Helping hotels grow their business online.
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