130 Hotel Marketing Ideas forWord文件下载.docx

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