Unique British Hotels to Follow on Twitter

Unique and unusual British hotels spark our imagination – offering fabulous luxury in locations that are simply astounding! However these hotels also need to fill rooms, grab attention and gain repeat custom, so are now turning to digital marketing & social media to increase sales.

Below are five of our favourite surprising, eccentric and quintessentially British hotels, that you need to be following on Twitter;

Burgh Island Hotel
1,460 Tweets | 1,985 Followers

@BURGH_ISLAND

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“The beauty and intrigue of an island visit has always drawn guests who are looking for something different” – With its celebration of Art Deco and iconic location, Burgh Island Hotel offers a true luxury escape on the Devonshire coast. Their Twitter account sings of seaside romance, taking advantage of the beautiful scenery.

Glazebrook House
2,286 Tweets | 1,692 Followers

@GLAZEBROOKHOUSE

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“A luxurious boutique hotel and restaurant with nine unique rooms and a surprise around every corner” – Staying at Glazebrook House is truly an experience in itself! From its sophisticated twist on an Alice In Wonderland theme, to the hidden away location and creative seasonal menus, this is a hotel that will blow you away. On Twitter they mainly promote upcoming events, the beautiful food available and booking special offers.

Amberley Castle
1,756 Tweets | 2,856 Followers

@AMBERLEYCASTLE

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“This magnificent 900-year-old castle is enclosed by a 60 foot high curtain wall and portcullis that remains open, behind which you will discover an enchanting hotel offering the highest standards of food and service” – Located in the picturesque village of Amberley, this luxurious castle hotel is steeped in history, perfect for those looking to escape the 9-to-5 and feel like royalty. Part of the Andrew Brownsword Hotels Collection, this uniquely British property mainly tweets about ‘real life’ goings-on around the castle using romanticised photography.

Penny Lane Hotel
191 Tweets | 1,850 Followers

@HOTELPENNYLANE

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“The Penny lane Hotel gives guests a front row view of some of the most historic landmarks relating to the band” – It doesn’t get much more British than The Beatles and Liverpool’s Penny Lane Hotel is a Beatles fan’s dream come true! Each room is designed around the band with original memorabilia, and the hotel even offers Beatles themed weekends. This hotel often retweets reviews from happy guests or uses Twitter to promote exclusive special rates.

Solent Forts
2,450 Tweets | 2,516 Followers

@SOLENT_FORTS

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“Drop anchor in the Solent and experience our genuinely unique award winning venues” – Solent Forts own three luxury island hotels off the coast of Portsmouth; Spitbank FortNo Man’s Fort and Horse Sand Fort. Each of these incredibly exclusive locations offers a remarkable getaway for guests, with a vast range of leisure facilities aboard these historic fortresses. Twitter for Solent Forts has a nautical approach, speaking about the forts, history and facilites provided.

For more insights into UK Hotels & Hospitality Digital Marketing Subscribe to the LeadDigital Blog (form at the top), or find us on Twitter @DELUXEVENUES

 

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Top 5 Email Marketing Services in 2017

We are often asked about the various email software platforms available today and with so many options out there, how should you decide which is best for your hotel or venue? In this blog I’m going to give an overview of LeadDigital’s Top 5 recommended services for Email Marketing.

It’s easy to be tempted by all singing, all dancing services like Infusionsoft (discussed below), but these are often overcomplicated, and require a significant investment. We’ve all heard the saying “Don’t try to run before you can walk”. In this case it’s better to start simple and select software based on your needs today. It’s easy to upgrade as your requirements become more sophisticated, but it’s very difficult to go backwards!

So without further ado, lets get started:

AWeber

“All The Tools You Need To Send Emails The Right Way.”

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Established back in ’98, AWeber is one of the original email marketing platforms and is considered a great starter option for people new to email. It’s very simple, offering most of the core features a small to medium hospitality business would need, without overloading you with too many tools.

Pros: All the basics are covered, simple reporting and functionality and it offers a useful WordPress plugin for quick website sign-up forms.

Cons: The subscriber importing capabilities are quite limited, no ability to build landing pages, overall it can be quite limiting for more established businesses.

Cost: Today you can get a 30-day free trial followed by $19 (£15) per month for up-to 500 subscribers. Standard pricing then peaks $149 (£120) per month for 10,000-25,000.


MailChimp

“Send Better Email. Sell More Stuff”

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If you want to design awesome looking emails without needing a web designer on-hand, MailChimp is the tool for you!

A fan favourite for many, MailChimp is a popular option for most email marketers given its powerful functionality and user friendly interface. Whether you’re adding new subscribers, creating new email campaigns or looking for advanced automated email options, MailChimp is a solid all rounder.

Pros: Integrates with hundreds of web services including e-commerce platforms, huge collection of templates to design from, quick to get started.

Cons: MailChimp use a unique language for features & processes, they only allow for one opt-in form per list, reporting whilst informative can be less comprehensive than competitors unless managed by a MailChimp expert.

Cost: Up-to 2,000 subscribers and 12,000 emails per month you can sign up for free, however this only gives access to the most basic features. To access all functions including autoresponders, pricing starts from £8 per month for <500 subscribers, then £65/mo+ for over 10,000 subscribers.


Drip

“Quick And Easy Email Marketing Automation Software”

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Marketing automation is the ultimate dream of most email marketers. The ability to take insights you have on customers and turn them into personalised & automated outreach campaigns, makes for the perfect recipe to succeed in email marketing.

Drip take that one step further by building their entire platform around the premise of drip marketing. Intelligent workflows allow users to automate the entire customer journey, with sophisticated rules based on interactions helping you get the most engagement from each subscriber.

Pros: Specialists in drip marketing, advanced visual workflows & event triggers, automate everything, access to marketing automation normally reserved for only high end expensive email software.

Cons: Still quite a new software platform so constantly seeing changes, integrations are less available and can be complicated.

Cost: Free for 100 subscribers, or get 2 months free when buying an annual package. £39.50/mo for up-to 2,500 subscribers, £120/mo+ for 10,000 subscribers.


ConvertKit

“Email Marketing For Professional Bloggers”

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Like MailChimp, ConvertKit offer many of the essentials needed for hotels, venues, restaurants and other hospitality businesses. Its advantage over competitors however, is that it uses ‘tags’ rather than ‘lists’. List based systems store subscribers (email addresses) on a per list basis, such as ticket buyers or competition A entries. If one subscriber is in both lists (tickets & competition), you could get charged twice!

Alternatively a ‘tag’ based system like ConvertKit looks at all subscribers together as one. Using customisable event tags, segments are then created and personalised emails can be sent to a select audience only, without the risk of double charging!

Pros: Tag based software, easy to use, simple to create sign up forms, offers a basic landing page builder.

Cons: Reported information and email testing functions can be quite limited and the email composer is somewhat basic.

Cost: 0-1,000 subscribers is £23 per month, £64/mo for up-to 5,000 then custom price for above 5k subscribers.


Infusionsoft

“Build Better Connections With Leads And Customers”

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If your subscriber numbers are above 50,000, you’ve got everything you can out of platforms like MailChimp and need to step it up a notch, it’s probably time to look at Infusionsoft.

This is a marketing automation, CRM and sales platform all rolled into one, and is big, powerful and perfect for complete email marketing dominance! It has every feature you could imagine and more, but does also demand a significant investment in time and money so can’t be taken lightly. Its abilities extend way beyond just email marketing, so you’d likely see this service become part of every aspect of your hospitality company.

Pros: Ultimate tool for much more than just email.

Cons: Too expensive for most business owners, very complex.

Costs: £160/mo for 2,500 subscribers plus you have to buy a kickstart package from £804 up. Thats not including the cost of training and additional staffing this system would require.

In Summary

There is a huge range of email marketing services to choose from in 2017, and this list only scratches the surface, with other services like ‘ActiveCampaign’, ‘GetResponse’, ‘Constant Contact’, ‘Ontraport’ etc… equally deserving of mention.

So how do you choose? Stop. Down tools and just ask yourself one question – what do I actually want to achieve with email marketing? Be specific.

The right software is vital, but even more so is the right email marketing strategy. This is the point when you should talk to LeadDigital. We have over 20 years experience in email marketing and only serve businesses within the hospitality sector – with our team creating bespoke email strategies designed to increase bookings and sell more events!

 

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Best Luxury UK Hotels On Instagram 2017

With over 600 million people now using Instagram [1], it’s clear why hoteliers are flocking to the social platform. Its photo sharing focus allows hotels to ‘paint a picture’ of their brand, exposing unique aspects of their hotel with stunning, never before seen photography.

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Here is @Deluxevenues collection of the best Luxury UK Hotels taking advantage of Instagram in 2017!

Rosewood London
302 Posts | 34,500+ Followers

@ROSEWOODLONDON

“An ultra-luxury High Holborn hotel that combines English heritage & contemporary sophistication in a central location, near Covent Garden & the City” – We were impressed by the quality of photos being presented, as they simply scream luxurious!

The Dorchester
1,248 Posts | 41,900+ Followers

@THEDORCHESTER

“One of London’s most iconic hotels, overlooking Hyde Park in Mayfair” – The Dorchester cleverly balance art with real life, celebrating goings-on around them as much as the hotel, creating a sense of place.

The Savoy
813 Posts | 37,400+ Followers

@THESAVOYLONDON

“Perfectly placed on the north bank of the River Thames, The Savoy is the most celebrated and glamorous 5* luxury hotel in Central London” – Glamour is certainly the right word for The Savoy’s Instagram account, with a clear focus on promoting the finer things in life. Perfect branding for this renowned hotel.

The Pig
844 Posts | 41,200+ Followers

@THEPIG_HOTEL

“A restaurant with rooms; the focus is very much on the food, uncomplicated and simple British garden food” – The epitome of countryside luxury. The Pig’s niche of freshly grown produce is evident throughout their Instagram, whilst photo’s of the hotel show why Londoner’s often escape to the country!

Claridge’s
1,843 Posts | 122,000+ Followers

@CLARIDGESHOTEL

“Daily adventures from the art deco hotel in the heart of Mayfair, London” – Claridge’s approach is much more ‘behind the scenes’, granting Instagram followers a peek into this exclusive hotel with smart use of targeted hashtags for maximum exposure. No wonder they have over 100k followers!

The Ritz London
399 Posts | 31,500+ Followers

@THERITZLONDON

“Five star luxury hotel in the heart of London. Share your Ritz memories with us using #ritzreveals and we will choose our favourites” – Here we see a hotel thinking ahead, creating a custom hashtag for their brand. A fantastic method to gain insights on guests and their experiences.

The Connaught
1,352 Posts | 38,400+ Followers

@THECONNAUGHT

“The Connaught, is a luxury five star hotel on Mount Street in the heart of fashionable Mayfair” – A very British affair. Instagram for The Connaught tells the story of an exclusive hotel, proud of it’s London location.

Chewton Glen
799 Posts | 10,100+ Followers

@CHEWTONGLEN

“An English Original… A five star luxury country house hotel and spa on the edge of the New Forest” – Another hotel proud of it’s location is Chewton Glen, based in the New Forest. Like The Pig this is a luxury country hotel, but their approach to Instagram also presents real customers and their experiences.

The Goring
705 Posts | 31,000+ Followers

@THEGORING

“London’s impeccably English luxury hotel has entered a new era” – In this case The Goring twins beautiful photography with artistic illustrations, a brand also keen to present its classic British aesthetic.

Belmond Le Manoir
347 Posts | 10,600+ Followers

@BELMONDLEMANOIR

“Belmond Le Manoir aux Quat’Saisons is renowned as one of Britain’s finest gastronomic and hotel experiences” – For this hotel food is king. Their fine dining posts are mouth-wateringly delicious, matched by it’s subtle European inspiration.

For more insights into UK Hospitality and Digital Marketing Subscribe to the DeluxeVenues Blog above!

References

[1] 600 Million and Counting. Instagram. Dec 2016.

Inbound or Outbound – Which Marketing Strategy is Best?

The way we market hospitality brands, services and products has changed considerably in the last decade. This has been driven by a change in consumer behaviour, due to the development of internet technologies and how people use them. According to a report on the European Commission website, 87% of internet users in Britain made an online purchase in 2016 and these figures are growing year on year.

With the ever developing digital consumer, we look at whether hospitality companies should be transitioning from an Outbound to an Inbound Marketing strategy.

Inbound-or-Outbound-Marketing-for-Hospitality

Outbound Marketing

Commonly referred to as interruptive marketing, the outbound methodology is focused on actively seeking potential customers. The practice involves pushing a message out far and wide to broad audiences, grabbing the attention of anyone willing or forced to look.

Traditional advertising methods such as billboards, cold-calling, TV and radio ads are identified as Outbound. However, these are becoming less effective and less affordable, with mainly just large corporations paying for the diminishing results as part of a larger ‘top-of-mind’ brand awareness campaign. More affordable, modern, versions of outbound marketing exist, such as internet banner ads, pop-ups and cold-emailing. But, as with traditional advertising, these methods come at a price and they are also becoming less effective.

Technology is not only enabling these marketing methods, but it is also empowering the consumer to block and avoid these interruptive practices. Just as consumers are able to fast-forward adverts on recorded/on-demand TV, they are also using ‘ad blockers’ while browsing the internet. Consumers don’t want to be told what to buy or when to buy it. Instead, they want to research themselves (at a time that suits them) and make informed buying decisions. In-steps Inbound Marketing.

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Inbound Marketing

Inbound marketing challenges traditional Outbound marketing techniques, by not fighting for the customers attention. Inbound is defined, by its originators Hubspot, as “an approach focused on attracting customers through content and interactions that are relevant and helpful”. The focus is on being found by your potential customer, not seeking them out to sell them a dinner for two at your restaurant or tickets to your event.

Inbound traditionally uses social publishing and SEO techniques to promote content, making it visible to the consumer when they are looking for it. This requires skills and resources to create, but unlike outbound, this is the end of your costs. Once you have created, optimised and published your content it continues working for you.

A contentious form of promotion in the world of inbound, is Pay-Per-Click advertising. At LeadDigital, we believe using AdWords to promote your content to the right people, at the right time, forms part of the inbound strategy. Promoting your content at the top of the Search Engine Results Pages enhances the visibility of the content and ensures you are seen above your competitors.

With Inbound, the onus is put on the content to engage your potential customer and answer any questions they may have when making their buying decision. This shouldn’t be a problem, because who knows your potential customers better than you do? You can create Buyer Personas to help you focus content around your potential customer. These personas describe your ideal customer and detail their typical challenges and interests, which you can use to engage the reader.

What content should you be looking to create? Here are some content examples that are applicable to hospitality businesses;

Blog Posts

Market your brand in new and interesting ways. Share the latest developments and provide a relatable character to your business.

FAQs

Answer questions that potential customers may have and point them in the direction of further relevant information and how to purchase your product.

Reviews

Develop trust and turn your existing customers into promoters.

Menus

Potential customers will want to see the options before booking a table at your restaurant or bar.

Checklists

For all they need to make the most of their visit.

Guides

To the surrounding area of your venue or of the different room options at your resort.

Images and Videos

Visual representations showing your products and services.

Infographics

Show the history of your business through an infographic.

Conclusion

In years gone by, print, TV and attention-grabbing online advertising were the cutting-edge and most effective way businesses could influence potential customers. But, with the development of technology, consumer behaviour has changed and the Outbound method of actively searching for potential buyers is becoming ineffective and inefficient. Why try to buy your way in front of consumers, when they aren’t paying attention?

Today, a large proportion of consumers are purchasing through internet connected technologies. They are also using the internet to make informed buying decisions, researching articles online and seeking reviews from their peers before making purchases. Inbound Marketing is the answer to the evolving consumer behaviours and your answer to attracting new bookings and sales for your hospitality business. Better still, it’s cheaper than outbound marketing and is based on tapping into knowledge resources that likely already exists within your company.

 

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What Is Inbound Marketing?

Over the past 5 years the term “Inbound Marketing” has been rapidly growing in popularity.

The term Inbound Marketing is credited to being first coined by Hubspot’s co-founder and CEO Brian Halligan, during the company’s inception back in 2006. Hubspot are the developers of one of the leading content marketing platforms for business of all sizes – a platform we at LeadDigital are committed to using ourselves and one we know to be beneficial to hospitality businesses such as event venues, bars, restaurants and hotels.

Inbound marketing describes the marketing strategy of attracting customers through digital content and interactions to your website. However, you may be more familiar associating this description with the term content marketing. You aren’t wrong! Content marketing is the process of attracting prospects to your website through a variety of content formats, like video, case studies, infographics, etc. However, inbound goes beyond this.

Arguably, content marketing has been incorporated as a part, or subset, of inbound. Content marketing only covers the initial stage of attracting potential customers within the inbound methodology as you can see from the graphic below.

Inbound-Methodology

Inbound Methodology

The above graphic represents Hubspot’s Inbound Methodology. It is made up of four actions, along the top (Attract, Convert, Close, Delight), which companies must take in order to obtain visitors, leads, customers and promoters. Along the bottom are the tools companies use to accomplish these actions. It is important to note these tools are listed under the action where they first come into play. Tools, like email, can play a big role in several stages of the inbound methodology.

The overall practice focuses on turning strangers into customers and customers into evangelists of your brand. Here is a quick summary of each stage of the inbound methodology, with reference to the above graphic;

Attract

Potential customers discover your hospitality brand through content such as blogs, videos and reviews via social media publishing and search engines. This content needs to aim at providing helpful information and answer questions. These are questions you know your potential customers will have when researching and booking a hotel, event venue, or table at your restaurant, for example.

This stage of the practice relies on a strong understanding of search engine optimisation and content creation skills. It also requires a good understanding of your customer base and an ability to pick out characteristics of your ideal customers. See more on how inbound can help your hospitality business increase sales.

Convert

Having successfully attracted potential customers to your site, this is where you make your website work for you. Using a combination of Call To Action buttons, Landing Pages and Forms, you capture the details of your potential customers, turning them into enquiries (leads).

Close

This is where having a good CRM (customer relationship management) system, that keeps a record of all customer interactions, really supports you in turning an enquiry into a customer. Email also plays an important role at this stage as a form of drip marketing, which nurtures your prospective guests and encourages them into becoming customers. An email marketing platform, like Hubspot’s or MailChimp, can automate much of this process while providing a customised experience (see point 5 in Why Your Hospitality Email Marketing isn’t Working!).

Delight

Continually using your CRM system to manage communications with existing customers. You can utilise email and initiate social monitoring to connect with your customer, provide excellent service and keep your brand top-of-mind. It is during this stage where delighting your customer also turns them into an evangelist of your hospitality brand.

Conclusion

Inbound begins with the principles of content marketing and utilises other tools and disciplines, which you may already be familiar with, to generate qualified leads, increase sales and convert customers into promoters.

We at LeadDigital work with hospitality businesses to establish and manage inbound marketing strategies, which deliver high quality enquiries and increase bookings.

If you’d like to attract more guests to your website and increase the volume of repeat business, then click below!

 

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How to Increase Sales with Inbound Marketing

Inbound marketing has become one of the most effective marketing methods for generating business online. It is becoming the go to hospitality marketing strategy – helping luxury hotels, restaurants and event companies to generate new bookings and sales, across the UK.

This article looks at the initial stage of the inbound hospitality marketing methodology of attracting potential customers to your website.

So, how can inbound marketing help your hospitality business increase sales?

Firstly, let’s establish what inbound marketing is.

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What Is Inbound Marketing?

Inbound is all about producing content that your prospective customers find interesting and helpful. It is a method of attracting your potential customers to your website and raising awareness of your brand and service offerings. This is what is known as a “non-intrusive” marketing method, achieved through content channels such as;

  • Blogs
  • Social Media
  • Landing Pages
  • Videos
  • E-Newsletters and more…

These all contribute towards your inbound marketing strategy for attracting customers to your service or product. This content, created with SEO (Search Engine Optimisation) fundamentals at it’s foundation, focuses on answering questions you know your potential customers may be searching the internet for, before making a buying decision.

Aiming your content towards answering specific customer queries with relevant and optimised information will generate a high ranking on Search Engine Results Pages (SERPs). This in turn, will drive interaction from your target audience with your website. Which, if set up correctly, will work for you – converting your visitors into customers.

Not only is this a highly effective method for generating new bookings and sales, but it is also extremely cost-effective in comparison to other marketing methods such as paid advertising. With both inbound and paid advertising, you pay for the time and resources to create your content. But with paid advertising, you also pay to appear above the natural, search engine optimised, results. Once you stop paying, you stop appearing.

With inbound marketing, the content you create keeps working for you long after the initial cost of the resources it took to create it. If your potential customers keep searching for the relevant terms covered by your content and your website proves to be the destination for their search queries, you’ll keep appearing atop the results pages.

How does it work for Hospitality Businesses?

More and more hospitality companies are buying into the inbound marketing methodology, creating content to attract more qualified visitors and drive more direct bookings and sales from their websites. Here are the first steps in attracting the right visitors (potential customers) to your website and making them aware of your brand and service offering:

1. Search Engine Optimisation (SEO)

Optimise your website so that Google and other Search Engines can easily understand what your website is about (known as indexing). You can achieve this by ensuring relevant keywords (industry terminology) for your service, page titles and user-friendly URLs are used throughout your site. The result will be a higher ranking on the Search Engine Results Pages (SERPs), making you more visible to your potential customers when they are looking for the answers you’re providing.

2. Blogging

While you may be limited to a number of pages, based on the number of services or products you provide, blogs allow for infinite content creation on anything and everything. Create content on subjects you know are of interest to potential customers, based on experience with existing and past customers. Giving them insight and helpful information will influence the buying decision when the time is right.

Example:

If you run a restaurant or hotel – creating content covering the best things to do in the area your business is situated in, may attract an audience researching what to do when visiting that area. This transforms what was a stranger, to your business, into a visitor and will raise the awareness of your brand and services.

Regular and frequent blog posts also show that the site is active and “fresh”, which has a positive impact on Google rankings, according to Moz.

3. Social Media Publishing

While creating optimised, keyword rich content is a great start, it isn’t enough on it’s own. You need to be actively promoting content and reaching your customers in the world they inhabit on a daily basis, the land of Instagram, Facebook and Twitter. Having a consistent social media presence, and including the right hashtags, can keep you in the forefront of your potential customer’s mind. Plus, on social platforms the users have the opportunity to share articles of interest with their network, extending your reach even further.

No matter what life cycle stage your Luxury Events, Transportation, Bar, Hotel or Restaurant company is currently in, you will have looked at multiple marketing strategies for your business. Inbound is one of the most effective hospitality marketing methods for attracting more highly qualified visitors to your website, which leads to better conversion rates and ultimately more direct bookings and sales.

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5 Capabilities Your Next Hospitality Marketing Agency Must Possess

Marketing technology (Martech) is constantly evolving and the capabilities of Marketing Agencies must evolve as well if they are wanting to stay at the forefront of their industry. They need to be offering their clients the latest marketing services and executing successful and measurable digital marketing strategies in 2017 and beyond.

Does your marketing agency tick all the boxes when it comes to growing your hospitality business?

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Hospitality Marketing Agency Checklist – Data Analysis, Web Design, Marketing Automation, Content Marketing, SEO and SEM

Below are the top 5 marketing expertise, we believe, any hospitality marketing agency must possess to deliver successful marketing campaigns for their clients.

1. Data Analysis

Arguably the most important aspect of any marketing effort in 2017 and beyond is data analysis.

“Marketing without data is like driving with your eyes closed” Dan Zarrella

Data is everywhere and in everything we do! By now, you should be aware of data and how it can be captured in every digital interaction we make. With the ever growing importance and abundance of customer data (which is only going to increase further with the development of the Internet of Things), every marketing agency must have the capability, knowledge and passion to measure, analyse and interpret data.

Data enables you to;

  • Create more effective and targeted marketing campaigns
  • Create comprehensive customer personas
  • Improve marketing personalisation
  • Reduce bounce rates
  • Improve customer experience
  • Attract more and higher qualified leads
  • Increase customer retention

Ultimately, data is the driving force to increased revenues.

If your marketing agency doesn’t analyse data, how can they decipher what marketing initiatives are working for your resort, restaurant or events venue? If they don’t know what’s working, how can they develop strategies that achieve your marketing goals?

2. Web Design

While “web design” includes the aesthetic design of your website, there is a lot more to it than this. There are too many websites that look visually stunning, but don’t actually work.

Websites MUST work on a technical level, aligning to your business goals and supporting you in achieving them. Website design must include all the backend processes that enable your site to track and generate leads before converting them to customers. This includes but not limited to; data tracking, landing pages, forms, CTAs, and integrating payment processing and booking systems.

Without this capability, your web presence is just for show and is not working for you. If your website isn’t working for you, it’s working against you, generating more demand on resources and if not optimised properly, wasting your resources. A good hospitality marketing agency knows how to deliver your visuals and make them work for you, converting visitors into customers.

3. Marketing Automation Tool Mastery

The marketing platform landscape is vast. Social media alone presents at least 5 major platforms for the Hospitality Industry (Facebook, Instagram, Twitter, Youtube, and Pinterest) for posting and sharing content.

With the growing network of communication platforms, for various types of content, marketing automation tools such as Hubspot, Mailchimp, Buffer, Salesforce Pardot and Marketo have become a necessity. However, it is important you have an expert in these automation tools, that can guide you on best-practices and efficiency.

Automated emails, social media and content marketing campaigns deliver more and better qualified leads, culminating in more sales. Marketing automation tools allow for more marketing efforts to be achieved in less time, generating better ROI, let alone the opportunity for greater personalisation.

To get the best out of these tools, you need a marketing agency that has tried and tested the tools, learnt how to get the most out of them and only works with the best. They can either manage your in-house marketing team efforts or manage your automated marketing efforts for you.

4. Content Marketing

Content Marketing has evolved in the last decade, largely due to the development of data enabling it to be measurable, and become the foundation to any marketing strategy.

Nobody likes receiving unsolicited emails or advertising pop-ups that fight for your attention over what you’re actually looking for. These are the intrusive tactics of Outbound Marketing. Content Marketing on the other hand, is the foundation of the non-intrusive, Inbound Marketing methodology, first coined by Hubspot.

Inbound Marketing is the practice of creating content that is informative and useful for your target audience – Content that directly answers the questions you know your potential customers will be typing into search engines. By addressing their questions you will attract your potential customers (earlier in the buyer’s journey) directly to your website. It is from here that you use your landing pages as tools for converting visitors into customers.

For example, say you run a Hotel in London. Creating a piece of content on the ‘Top 10 Things to do in London’ answers questions your potential customers are researching before booking their trip. Clicking through to this content will subject them to your brand and you can use this opportunity to convert them from a stranger into a lead – Link them to why your hotel is the perfect choice for a trip to London or place a CTA (Call-To-Action) to the latest offers that are available.

Content has become one of the strongest methods for lead generation. Working with a marketing agency that understands Content Marketing and the Inbound methodology is incredibly important for the success of your marketing strategies moving forward.

5. SEO & SEM

Last but by no means least, Search Engine Optimisation and Marketing. To get your website, content and services in front of your existing and potential customers you need to get them ranking highly on Search Engine Results Pages (SERPs).

Search engines are constantly developing and becoming smarter with their algorithms frequently being updated. It requires an expert with their fingers on the pulse of Google and it’s competitors to keep you appearing at the top of the results pages.

A lot of businesses try to take this in-house, unaware of the skills, knowledge and resources it takes to be successful in this area. It is important to work with a marketing agency that lives and breathes SEO and SEM, advising and optimising your keyword strategies, to ensure you consistently rank highly.

Achieving higher rankings for your website content generates more traffic, which coupled with your content marketing strategy develops better qualified leads and more sales.

Summary

Proficiency in data analysis, marketing automation tools, website development, content marketing and SEO & SEM are the top requisites for your marketing success in 2017 and beyond.

Marketing agencies that boast these services are going to be the ones with the most successful marketing strategies for your hospitality venue. Be sure to review your current marketing agency and check that they offer you all of the above, or risk being surpassed by your competitors in partnerships with those that do.

 

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