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.
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;
- Social Media
- Landing Pages
- 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.
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.
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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