130 Hotel Marketing Ideas forWord文件下载.docx
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∙Newgoal:
100%engagement(not2%conversion)
∙Whatshouldyoupublishonline?
Anythingthatsavespeopletimeandgivesinfothatpositionsyouasagoodsource.Understandwhatyourcustomersneedtoknow,anddeliveritinacompellingway
∙Whatonlinechannelsdoesyourdemographicspendtimein?
Findout,thendevelopastrongpresencethere.Don’tmakepeoplecometoyou–putcontentwheretheyalreadyareonline.
∙Thinklikea“contentDJ”:
useandreuseyourcontentinmanydifferentformats:
blogposts,email,newsletters,articles,PDFs,pressreleases,casestudies,video,andsocialmediaupdates
∙Spendthelargemajorityofyourtimetryingtoreachthemostlikelybuyersinsteadoftheentiremarket.“Thesmallerthetarget,thebiggerthebullseye.”
∙Ifyou’resmall,youcanbequick&
nimble.Capitalizeonthat.
∙Wehave3jobsasmarketers:
obtainprofitablecustomers,keepthem,andexpandtheirlifetimevalue
∙Peopleadmirecomplexity,butrewardsimplicity
∙Don’tdosomethingunlessyou’rethebestintheworldatit.Ifsomeoneelsedoessomethingbetter,usetheirservices.Focusonlyonwhatyoudobest,andoutsourceeverythingelse.
Planning
∙The#1failureinmarketingplans:
noclearmeasuresofsuccess
∙Youmustdifferentiatetoavoidbecomingaprice-drivencommodity
∙Notalotofhotelsknowwheretheirmarketpositionis.Defineandpositionyourself.
∙Onmetasearchsites,hotelsshouldmoveawayfrompricecommoditizationbyprovidingproduct-levelcustommessagestodifferentiatetheiroffers
∙Tofinddifferentiatingfactors,thoroughlystudytheserviceyouofferandinterviewthepeoplethatprovideit
∙Ifyouspendyourresourceslikeeveryoneelse,you’llgetresultslikeeveryoneelse.Breakthroughcampaignsoftenrequireunusualapproaches.
∙Sellingtoyourbestguestsisthebestwaytomaximizeprofits.
Setupsystemsforrecognizingandrewardingthesepeople.
∙Identifyandtestthekeystrategiesyourmarketingplanhingesupon.Themorefactsandresearchyoucanincludeinyourplans,thebetter.Harddataisfarmorevaluablethanguesswork.
∙Decidewhatsuccessmeanstoyou.It’sdifferentforeveryone.
Website
∙Givevisualprioritytothemostimportantelementsofyoursite
∙Putyourofferfrontandcenter–makeitextremelyclear(”Whatdoyouwantmetodo?
”)
∙Bookingmodulesshouldbeprominentandabovethefold
∙Createguestpersonastohelpyoudevelopcontentforeachtargetaudience
∙Peoplescanwebpages,andprobablywon’ttakealongtimetoreadallthetext.
∙Includestunningvisuals.Peoplebuytravelonemotion.
∙Writepagecontentfromthemindsetofthecustomer.Usetheirlanguage.
∙Publishguestcomments,reviews,andfeedbackdirectlyonyourwebsite
∙Leveragesocialproof.Everyonelikeswhateveryonelikes.
∙Firstimpressionsmakeorbreaklandingpageconversionrates
∙Provide“nextsteps”forallwebcontent
∙Organictrafficprovidesyouwithalowlevelofcontrol,somakesurethesepagesappealtoeveryone.Withpaidsearch&
advertisingcampaigntrafficyouhaveahigherlevelofcontrol.Createlandingpagesthatmatchtheadcreativeforhigherconversions.
∙Usevideotoconveyemotionorcompellingvisualsthatarehardtoshowthroughwrittenwords
∙Viewyourmainwebsitenotasthefinaldestination,butahubtoreferpeopleelsewhereinyouronlinenetwork
SearchMarketing
∙Thetop3resultsonasearchresultspagegets79%oftheclicks
∙Result#10onlygets3%…andappearingonpage#2andonwardsmeansyouarepracticallyinvisible
∙Travelquerieshaveincreased40%in2009(over2008)
∙SEO(organicsearch)cangivemuchbetterreturnsthanSEM(paidinclusion).AccordingtoYenLeeofUptake,86%oftravelsalesleadsaregeneratedbyorganicsearchlistings.
∙Don’tworryabouthowsearchenginesworkasmuchashowcustomersusewebsearch
∙Whensomeonetypesinasearchquery,they’regivingyoutheopportunitytosolvetheirproblem
∙Thesearchfunneltypicallyfollowsthispattern:
Awareness,Interest,Consideration,Purchase
∙Identifykeywordsthatarerelevanttoyourhotel,andpopularwithsearchers.Useresearchtoolssoyoudon’tgetmislead.
∙Considertargeting2-3wordphrasesthataremoretargetedandobtainable
∙Blogscanbeyour#1toolforbuildingsearchvisibility
∙Organizationsthatblogget97%moreinboundlinkstotheirwebsite,and55%morewebsitevisitorsaccordingtoHubspotresearch
∙Reciprocallinkslessvaluablethanone-way,becauseittellsGooglethatyou’vearrangedit,ratherthanearnedthelinkthroughcreatinggreatcontent
∙Thebestincominglinksareearnedbymerit.Createcontentpeoplecan’thelplinkingto.
∙“SeeSEOasaprofitcenter,notacostcenter”–YenLee,Uptake
∙“Youcannothavea’setitandforgetit’approachtoSEO.Constantlycreatefreshcontent.”–Microsoft
∙Bediligent–searchmarketingisanongoingprocess
ReputationManagement
∙Youronlinereputationplaysahugeroleinthelevelofsuccessyouachieve
∙Themajorityoftravelerstodayusetheinternettomaketravelplans,andsaythereviewstheyreadfromotherguestsinfluencetheirbuyingdecision
∙Reputationmanagementbeginsbylisteningtowhatpeoplearesayingaboutyouonline
∙UsetoolslikeGoogleAlerts,Technorati,andRadian6totrackpraiseandcriticism
∙Monitorallimportantterms:
yourhotelname,anyoldhotelnames,yourrestaurants,thenamesofyourmanagerandconcierge
∙ReviewsitessuchasTripAdvisor,Yelp,andQypeallowmanagementresponses,andthisisagoodchancetoparticipateintheconversation.
∙ArecentsurveybyTripAdvisor/MarketMetrixfoundthat85%ofhotelshavenoguidelinesonhowtohandlenegativeguestreviewspublishedonline
∙Developyourresponsepolicyaheadoftime,andmakeanefforttofollowupwithallfeedback
∙Complaintscanbeanexcellentopportunitytoimproveyourhotel
∙Ifyougetlegitimatenegativefeedback,thankthereviewerforpointingitout…andexplainthestepsyou’retakingtoensureitneverhappensagain
∙TripAdvisor:
Themostimportantthingahotelcandotoimproverankingsisprovideagreatexperiencefortheirguests
∙Effectiveonlinereputationmanagementismorethanjustplayingdefense–it’sallaboutproactivelybuildingapositivebuzz.Socialmediaisagreatwaytobegindoingthis.
SocialMedia
∙Theconversationaboutyouwillgoonwithorwithoutyou.It’sbettertobeinvolved.
∙Serveasaconciergeoftheorganization–“howmayIhelp?
”
∙Startbyfiguringoutyoursocialmediagoals.Isiteducation?
sharing?
community?
∙Presentyourblogandsocialmediapresenceasawayforpeopletoconnectwiththeirpeers,notjustreceiveyourmarketingmessages
∙Embracealightbrandingapproach–letyourcustomerstellthestoryandbuildthebrand.
∙“Guestsourcing”isthetechniquesavvyhotelsareusingtoinvolvetheirguestsinthecontentproductionprocess.It’sthecombinationofuser-generatedcontentandcrowdsourcing.
∙Guestsourcingcanbuildloyaltyandraiseyouronlinevisibility.Activeparticipationincontentproductioncreatesasenseofbrandownership.
∙Ifyou’resmall,peoplemaynotbetalkingaboutyourbusinessbyname….butthey’reprobablytalkingaboutyourregionandissuesyoucareabout.
∙Monitorwhowritesaboutthetopicsyoucareabout.Buildrelationshipswiththem.
∙Ifyouronlinecontentsucks,you’rewastingyourmoneyandmytime.Makesomethingremarkable.
∙Peoplelovetolookatpictures…areyougivingpeoplelotsofpicturesonline?
Encourageyourfanstotake&
uploadtheirownphotos.
∙Addphotosofyourhotel’sdesigntotheHotelDesignBlog
∙HostingyourhotelphotosonFlickrincreasesyourwebpresence,buildingawarenessamongpotentialguests
∙UseCreativeCommonslicensingonallFlickrphotostoincreasedistribution
∙Introduceyourstaffwithvideointerviews,andposttoYouTube
∙Viralvideoisforgeneratingbuzzandawareness…butit’snotthebestwaytogeneratesales
∙HyattHotelslaunched@HyattConciergetoprovide24/7globalconciergeservicesviaTwitter.Couldyoudothesame?
∙UseTwittersearchtolocatepeoplesearchingforsolutions
∙Facebookmarketingisallabout“transitivetrust”–reachingpeoplethroughpeople.Helpingyourfanstelltheirfriends.
∙Facebookisn’taboutanswers.It’sfriendssharingwithfriends.
∙ThismakesFacebookapoorplatformfordirectmarketing.
∙Facebookaddsnewfeaturesfairlyrapidly,sotakethetimetoeducateyourreadersabouthowtheycanusethenewtools.
∙EncouragepeopletolikeandcommentonyourFacebookcontentasmuchaspossibletoraisevisibility.
∙Geta“vanity”personalizedFacebookURL