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Brands across various industries have been leveraging the power of digital marketing for the last few years when a pandemic had hit the world and digital platforms were all that were left to engage with the consumers.
Hotels are no different. Brands built their website or revamped the existing ones in order to reap the benefits of the digital boom.
Here are some of the ways in which hotels have made use of digital marketing tools and techniques to reach and engage with a wider audience:
SEO has three pillars that optimize the website and overall marketing efforts:
This is also referred to as content marketing. Your content has the power to drive your audience and keep them engaged on your website. For example, a hotel’s website could have some blogs on hot, trending topics or something that would be googled by many travelers or tourists.
Now, before finalizing the topics, one should quickly run keyword research. This would ensure that the topics have a search volume on Google and would get an audience for your content.
Additionally, put the latest hospitality industry news and hotel updates on your website for more engagement.
Lastly, do not forget to keep refreshing your content, take down the redundant content and keep adding trending one.
Off-page SEO includes link building, PR, Influencer marketing, events, reviews, etc. This practice is done to build a website's domain authority and enhance its trustworthiness and brand image.
Off-page SEO works side by side with on-page SEO. The greater number of times external resources would link back to the hotel’s website or blog, the higher would be the chances that the website authority will improve.
As a result, the hotel's website would get a higher search engine ranking, more website traffic, and ultimately, more bookings.
The hotel digital marketing includes technical SEO as well. It means building a well-structured, easily navigable, readable website with relevant interlinking. This would help with Google rankings. Further, the more the UI/UX is user-friendly, the more it keeps the audience engaged.
Thus, hotels should build engaging websites that are user-friendly, well-internally linked, and designed.
Google Hotel Ads
With the processing of 3.5 billion searches every day, Google is indeed the most influential contemporary search engine. Thus, if a hotel finds creating an SEO-friendly website and obtaining results a long, tiring route, then it can be a bit more direct with Google and invest in Google Ads.
Formerly called Google Hotel Finder, Google Hotel Ads allow hotels to set up a feed with the latest information on room availability, types, and pricing so that reaching guests who are actively seeking hotel services similar to yours becomes easy.
Hotel digital marketing might have seen the introduction of new social media tips and techniques that are a hit amongst millennials and younger generations. However, that does not mean email has been replaced. Email marketing still has a significant amount of audience that chooses to engage in traditional ways.
Thus, a hotel should strengthen its email marketing game. A hotel needs to send out monthly newsletters, send across marketing campaigns, offers and special discounts and latest news services, etc., through email to keep the communication regular and relevant with guests.
Further, hotels can build their email lists while a guest is making a booking with it. It can ask the guest to sign up for the newsletters and incentivize the same with some offer or discount. Afterward, communicate with the guest over email. Provide them with suggestions about their journey, smooth stay, etc. Send offers, promotional content, and discounts to guests post-stay for their next visit.
Do all this but also track and monitor the success or effectiveness of the efforts through automated hotel marketing software and email marketing tools.
This sounds like too much work, right? Do not worry, our eMark-IT hotel marketing campaign solution has got you covered!
eMark-IT allows hotels to narrow down the target audience for a particular campaign, out of all the data, and provide the right information to the right audience.
Some of its features include subscriber management, pre-designed practical designs, drip campaigns and A/B Testing and rich data analysis, etc.
Social media marketing
Social media is the buzzing word for the last half-decade. Any business can flourish with a strong social media presence. Hotels are no different.
Hotels can leverage multiple social media platforms to market their services and get the best results. For instance, Facebook, one of the largest global social media platforms with around 2.7 billion active users per month, can be used to share information, communicate and engage with users.
Instagram, another influential social media platform, transcends borders, boundaries, and oceans in its reach. Instagram could be used to create and share engaging content and do influencer marketing.
Moreover, hotels can also make use of Facebook and Instagram ads to enhance engagement. These are paid advertisements with a wide reach and targeted audience. Implementing PPC (pay-per-click) ads in a hotel’s social media marketing doesn’t require any special skills and is some of the easiest ways to get to your guests.
Similarly, WhatsApp, YouTube, Twitter, etc., could be used to share information, polls, communicate offers, discounts, and promotional campaigns and engage with the guests.
Use hotel marketing software at the end to track the success of your social media marketing efforts.
Video content has the power to attract users immediately. It catches the eyes before any other content. YouTube has a whopping 122 million daily active viewers.
Therefore, hotels can make videos of their property, services, nearby attractions, etc., and can even enhance them using AR/VR.
The videos should be professionally made, they should be aesthetically pleasing and visually engaging. They should have a personal touch and should be aligned with the brand image, values, and vision. Additionally, they should not be long and boring, but short and crisp for users with an attention span of just 8 seconds.
Reviews and ratings on OTAs like Booking.com, TripAdvisor, MMT, etc., are huge deciding factors for guests seeking hotel services. A bad review has an impact that is not easily quantifiable. Thus, hotels should monitor and optimize the reviews and ratings on such websites.
For starters, hotels should always ask the guests to rate them on OTAs for more reach and bookings. The hotel should always aim to increase its positive reviews.
At the same time, hotels should also ensure that negative reviews are dealt with as quickly as possible. These reviews should be viewed as suggestions for improvement and the reply should be very polite, thanking the guest for the review and assuring them that it would not be repeated.
Therefore, the key to online review optimization lies in closely monitoring OTAs and smartly dealing with positive and negative reviews.
The software enhances the organization, targeting, effectiveness, and trackability of the marketing process.
Capable of guest data analysis and management, running targeted hotel marketing campaigns on social media or via email, communicating discounts and offers at the right time and monitoring the success of marketing strategies, understanding what works and what does not, among other things, help hotels to attract more guests and boost sales and revenue.
Hotel Marketing software offers multiple marketing tools to reach and engage with the potential audience, in traditional as well as modern ways, and make the hotel digital marketing a successful strategy.
Moreover, travelers are increasingly relying on online channels to search and book hotel stays. Thus, hotels need to optimize their digital marketing efforts for higher search engine rankings and visibility on social media pages and accounts, Facilitated with dedicated software assistance. Search Engine Optimization (SEO) of the website, along with content and social media marketing, all are more convenient and effective through eMark-It.
Through guest data analysis, marketing software allows hotels to customize marketing efforts, offer the guests exactly what they seek, and personalize their experience. These tools enable hotels to filter their audience or apply segmentation as per their taste, preferences, and other factors and provide information about discounts, offers, and promotional campaigns to the targeted group.
BOTSHOT’s eMark-IT hotel marketing automation tool allows hotels to create highly relevant hotel marketing campaigns and personalize them as per property type, interests and history of guests, and other segmentation rules.
Thus, there are plenty of ways in which marketing software helps a hotel attract new guests and retain old ones.
Hotel marketing software is a type of application that allows hotels to automate their marketing process, facilitating easy management and optimization of hotel marketing campaigns and strategies.
It can come with tools that allow management and analysis of guest data, easy creation and dissemination of hotel’s marketing campaigns, social media, and online reviews management, etc. The best part is that the hotel would be able to track the effectiveness of its marketing strategies through these tools.
It also includes tools and features for email marketing, Content Management Systems (CMS), etc. Thus, it has extensive benefits for hotels seeking higher sales and revenue as it streamlines the whole marketing process and increases its efficiency and success probability.
Hotel marketing automation has myriad of benefits for hotels looking to attract new guest and nurture the relationship with the old ones, through features and tools that facilitate constant, personalized engagement.
eMark-IT is one such hotel marketing software/tool that allows hotels to automize their marketing efforts, track and monitor their success and stay ahead in the game.
Hotel Marketing Software is equipped with the following features and tools:
Moreover, customization options are available according to the specific needs and marketing objectives of the hotel.
eMark-IT is a feature-rich tool for marketing campaigns. It markets a hotel’s services on both, modern and traditional platforms – Email and WhatsApp. Through integration with the hotel PMS system, real-time guest data is fetched, which is then used to send across targeted marketing campaigns.
Trusted by some of the big industry names, eMark-IT makes marketing easy and highly effective.