The digital world is extremely dynamic and to be successful you need to keep up with the changes. Becoming conversant with the basics of digital marketing is essential.
1) Search Engine Marketing
Search engines are a powerful channel to connect with audiences. They should be at the centre of everything you do in the digital world.
A marketing strategy that is aimed at growing your ‘organic’ (unpaid) visibility on search engines like Google, Bing and Baidoo. The aim is to do everything you can – technically and via content – to ‘rank’ high on the first page of the search engine, increasing your visibility and hence the likelihood of a click through to your website.
2) Pay Per Click Marketing
A model of internet marketing in which advertisers pay a fee each time one of their ads is clicked. Essentially, it’s a way of buying visits to your site, rather than attempting to “earn” those visits organically. This includes ads on Google AdWords, Bing, Yahoo, etc. Within this, you can have a display (banner-style) advertising or search advertising.
3) Social Media Marketing
After search, social platforms are the most powerful platform to engage customers and drive web traffic with the aim of conversions – for most properties, this means a booking. Connecting with your audiences with the right kind of message is important on social media. Read all about social media marketing here
4) Online Reputation Management
Knowing what is being said about you and managing it well. Its techniques and strategies ensure that people find the right materials when they look for you on the Internet. 92% of consumers regularly read online reviews to learn about a business.
Find the tips on how to avoid negative reviews here
5) Affiliate Marketing
One of the oldest forms of marketing on a digital platform. Affiliate marketing is a revenue share model where you incentivise others to sell on your behalf.
6) Content Marketing
Content marketing is nothing but using this content towards achieving a marketing goal. Hospitality industries can reap the benefit from this if content creation is done right and market well. Use smart storytelling to do the selling as explained above.
Read the full blog on what is content marketing and how it can help hoteliers here
7) Email Marketing
Email marketing is a form of direct marketing that uses electronic mail as a means of communicating commercial or fundraising messages to an audience. This is one the most common and powerful marketing method and can help you create your own targeted customer data and you can offer them exclusive package deals.
8) Mobile Marketing
Reaching out via mobile devices, be it text, apps and more. One of the most common apps is Whatsapp marketing. Read more about it here
9) Booking Engine
On a hotel website, the most important component is the booking engine. A seamless guest experience begins with a simple & powerful online booking system, designed to deliver more direct bookings.
This is also the most crucial aspect of digital marketing for a hotelier. A good booking engine can get you far and earn you lucrative direct business. Find out the importance of a booking engine here
Google Analytics is arguably one of the most powerful web analytics applications available today whether you are an expert or just a beginner. And even better, it’s entirely free!
The best part about digital marketing is DATA. It is about making informed choices and using customer information and behaviour to make your marketing machinery personalised and more efficient.
This blog has been taken from STAAH’s ebook on Digital Marketing Toolkit for Independent Hoteliers. Download your Full Copy here
Read our other tips and trends on Digital marketing here