You may have put in a lot of effort writing blogs and posting beautiful pictures and videos of your hotel, but you still do not see any noticeable increase in bookings. Marketing hotels can often be quite tricky and this is something a lot of hoteliers do not understand in the beginning. Oftentimes, the issue does not lie with the content, but with the steps that take place in the background. By making a few tweaks to your marketing strategy, you can easily improve the results of your marketing efforts.
Define your goals
With well-defined goals, you’ll have something solid to work towards in terms of content marketing. So, before you start putting together a strategy, think about what you want to achieve and work towards it. Start with simple goals at the initial stage before you get the hang of it. Are you trying to increase booking rates by 30%? Are you looking forward to getting fifty email subscribers in a month? You need to define the goals clearly and measure your performance with respect to that.
Define your audience
The true effectiveness of content marketing lies in finding the right audience and tailoring your content according to the audience. This works better when you have a clearly defined goal in place. If you are running a boutique hotel that targets honeymooning couples, then tune your content according to that. If you are a family hotel with plenty of facilities that will appeal to people with kids, then your marketing strategy should be slightly different. Once you can identify your audience, creating the content is quite easy. With relevant content, you will get more engagement from the audience.
Limit your content marketing strategies
Even though it seems counter-intuitive, marketing across too many channels can thin out your marketing efforts. So instead of trying to do too much, try to understand where your target audience is active and the type of content they prefer. What is the easiest way to get to your target audience? Focus on those marketing channels only. For instance, if you cater mostly to millennials, then you should be more on Instagram. There, video content is quite popular and hence you should leverage that. Email and Twitter are popular for those who travel for business. Facebook has always been the staple option for all businesses and so you can start promoting your hotel there as well. You can also create a hotel blog to go along with it. With two or three social media outlets, a video outlet, and a blog, you will be good to go!
Optimize for mobile
Travelers rely a lot on smartphones. This is why it’s a good idea to optimize your content, including your blogs and promotions, for mobile devices. Content optimized for mobile can also be easily accessed using laptops and desktops. Moreover, with mobile-optimized content, your website and pages will get higher ranks on search engine result pages during mobile searches.
Make use of a content calendar
When you are posting occasionally, your marketing efforts may not be that effective. Therefore, to make the most out of your content, you should stick to a schedule. Content marketing is only effective when you are consistent with how your post. Using a content calendar can help you make the most out of your hotel marketing efforts.
Assess the success of your content
Analysis of your marketing efforts plays a large role in the success of your marketing efforts. There are a lot of tools such as Google Analytics and the Facebook dashboard that makes it easier to understand how well your marketing efforts are working. You can see which type of content is generating more leads. This information will help you make better decisions going forward.
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