Building Effective Content Marketing Strategies to Maximize your Hotel Occupancy

Are you a hotel professional willing to drive more revenues for your property? Focusing your efforts on content marketing can definitely be the solution. According to the marketing organization CISION, 84% people are looking for brands that can entertain them, offer experiences and solve specific issues. And this is what content marketing succeeds to achieve. Through this strategy, you will be surprised of the numerous leads you will attract. A Hubpost article mentions the findings of a research suggesting that companies prioritizing content marketing have 13 times more chances to achieve a significantly high return on investment. This should urge you to think about implementing content marketing strategies to maximize your hotel profit.

What is Content Marketing?

Content Marketing can be defined by the development and share of appealing content to a specific target audience such as videos, emails, newsletters, blog, articles, podcasts, social media publications, etc. Expertise can be conveyed through quality content and thus enhance the credibility of your organization. Content marketing is an effective way to show value to your prospect guests who will most likely book a stay at your hotel that shows care to them. In fact, this technique is a great way to create and nurture special relationships with your existing as well as your potential guests. In sum, it is a popular hotel marketing strategy used to attract, retain and engage with your customers. It is a method that can allow you to build strong brand awareness and maintain your hotel top of mind as you will show know-how and establish trust with your guests.

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Tips to Convert through Content Marketing

Here are several ways you can lead to conversion thanks to content marketing efforts:

Create Interesting Content to your Audience

It is important to develop content that offers value to your customers. For instance, when booking a particular hotel, guests are mostly interested by the destination and the local and touristic experiences of the property’s location. The goal is to be recognized as a trusted authority for a particular destination and thus win a large audience. Indeed, these types of content will speak to your customers as travelers are mainly interested about exploring the place where they consider to travel. Through creating such captivating contents for your customers, you will likely become their must-visit-place.

Base your Content Strategy on Data-Driven Insights

In this new era, information about all types of consumers are widely available. Thus, take advantage of it to design a data-driven content marketing strategy that will best satisfy your target audience. For instance, you could look at data from the analytics of your website through Google Analytics or Google ads. You can also look at the main metrics evaluating your consumer’s behaviors on social media. Moreover, Google Keywords Planner is a platform that can allow you to find the most researched keywords related to your hotel. Thanks to this tool, you will be able to create content with the most appealing wording for your existing and potential guests. In this way, you will be able to identify what mostly attracted people’s attention which will inspire you for creating converting content based on your audience’s topics of interest. Benchmarking data can also be insightful, thus you should analyze which type of content is driving the most traction to your competitors to influence your strategies.

Create Content Based on Consistent Schedule

The goal of your content strategy is to remain on your customer’s top of mind. Thus, it is important to ensure consistency with your content. Revenues can be increased by 23% through consistency according to a research mentioned by the marketing company Inc. It is important to organize a disciplined schedule. For example, you could decide to post content once per week so you can engage with your guests on a regular basis and create a strong brand resonance.

Post Video Content

Several marketing investigations found that video content is highly appealing nowadays. According to a research mentioned by the real-estate company Proven Partners, video content increases revenues of companies by 49%. Thus, you must start thinking about having promotional videos showcasing your resorts and unique amenities to attract potential guests. Many hotels such as Kimpton Surfcomber Hotel in Miami Beach posts videos on the home page showing the beauty of the property and its scenes through aerial shootings. You can also post those kinds of contents in your social media as it can highly improve your imagery. This practice can help you build a unique first impression among prospects guests considering booking a hotel stay.

Create Interactive Content

Developing interactive content can also be very effective to engage with your audience. In this way, you can make your audience live a dynamic experience through active engagement. The digital marketing company Ceros suggests different types of interactive content you can utilize such as interactive infographics, quizzes, etc. For instances, quizzes enable to highly involve your customers and thus get them to your marketing funnel. Indeed, you want your existing and prospect guests to have fun when exposed to your content so they can develop a positive association with your brand.

To sum up, it is time to rethink your content strategy to maximize your hotel occupancy. Start developing a well-documented plan with your team with defined goals to create the most attractive content marketing. Then, always make sure to track, measure and record the analytics that will help you create data-driven content appealing to your target market. As you are now familiar with tips to develop effective content, it is time to prepare yourself for getting higher booking conversions ever recorded.

Building an Effective Hotel Branding Strategy

Are you a hotel professional willing to create stronger ties with your guests in order to achieve a higher customer retention? Then, you must consider reviewing your branding in a way to make it more appealing to your target market. As a hotelier, you must think beyond offering a room and focus on communicating your business intangible elements that make your property unique. According to a research mentioned by the digital marketing agency DEPT, millennials believe that a brand purpose allows to identify to a particular organization and is thus an important factor influencing their buying decision.  According to a research mentioned by the travel agency Condor, “Millennials constitute the largest population and is the generation that travel the most to date”. That is why branding must be at the center of the stage for hospitality marketers.

What Does Hotel Branding Stand For?

When thinking about branding, name and logos are usually the first elements that come to people’s minds. Those are certainly important elements of branding in addition to a key value proposition. Nevertheless, behind a powerful branding is also a storytelling defining your organization’s principles and transmitting a consistent message to your target audience. Indeed, branding will allow you to build the desired reputation for your property. As a result, your guests will understand what to expect from your brand. It is all about creating an emotional connection with your guests and establish trust with them.

What are the Elements to Consider for your Branding Strategy?

In order to develop an effective branding strategy, it is crucial to understand well your audience and the segments you are willing to target whether they are leisure of business travelers.

In addition, proceeding with benchmarking research is also important as you need to understand well your competitive set in order to know how to stand out in the market with your brand. You must also be able to define your hotel’s core philosophy so you deliver the right message to your customers. Nowadays, social media are powerful tools to communicate the values of your brand and develop relationships with your guests before, during and after their stay. The font, voice tone, images, illustrations, photography and stories style are elements that can showcase the meaning of your brand and who you really are as a hotel.

How to Develop an Effective Hotel Branding?

Here are two important tips you must consider if you are looking to improve your branding strategy for your property:

Rethinking your Core Philosophy:

The basis of a powerful branding is to understand your core philosophy and picture how you would like your guest’s journey to look like. In this way, you will be able to better communicate the story behind your brand that will make your guests create a special relationship with your property. Your hotel philosophy will help your guests identify why they want to stay with you rather than elsewhere.

Selecting the Right Design:

It is crucial to choose a design for your brand that fit well with your brand personality.

For example, if your hotel is highly focused on green initiatives as part of your branding strategies, you must make sure that your hotel environment, brand logo and symbol look remind of these values you have. For instance, 1 Hotel has been a successful hotel chain when it comes to their brand storytelling through the look and feel within its several properties premises. Their designs are unique with all the plants and leaves that they have in their different hotel’s areas including the rooms reminding of how this chain care about nature.

1 Hotel South Beach Brand Look and Feel:

As we can see from these images from the property 1 Hotel South Beach, earthy colors are also found in the hotel decoration as well as in the logo to highlight the eco-friendly principles of the brand.

In sum, it is important to have your look and feel consistent aligning with your storytelling so people can easily associate it with your brand.

Now, start thinking beyond your logo and name and review how you can effectively communicate the values of your hotel to your guests in a way to develop unique bonds with them. Through a successful branding strategy, you will be able to have more repeat guests than you have ever had and increase your customer lifetime value. This will significantly drive higher revenues to your company. As you are willing to distinguish from your competitors, you must manage to create long-lasting memories through developing a powerful branding for your hotel. It will definitely be worth the investment!

 

 

Every Marketer’s Goal : Making Their Brand Top-of-Mind

What brands come to your mind easily when thinking about purchasing any products or services ? What do you think are very powerful brands as every time you want to buy something, you would directly think of these specific brands ? You surely have a list of brand that is in top of your mind when willing to make purchases ?

Simple it is. If those brands are on your top lists when thinking of buying something, that means that the company was successful at creating a top-of-mind awareness on their products or services.

Brand Awareness Defined :

First, it is important to understand what brand awareness stands for. Brand awareness is defined by the extent to which people are able to recognize or recall a specific brand. Those brands succeeding at creating brand awareness have a high market share and achieve high profitability.

Top-of-Mind Awareness Companies :

There are many examples of brands that have a unique brand image which made them achieve top-of-mind awareness. For examples, whenever you think of tissue paper, most people will immediately think about Kleenex. Whenever thinking of eating a burger, people are likely thinking about Mcdonald’s or In-N-Out in the West Coast. Apple is also a brand that achieved top-of-mind awareness. Indeed, Apple would be on top of most people’s head when picturing a computer or phone. There are many other companies that have been successful at achieving top-of-mind awareness like the ones mentioned here. Those companies were successful at achieving top-of-mind brand awareness as people would immediately associate words or pictures with their brand names.

Brand Awareness advantages :

Consider building brand awareness as there are many benefits (Links to an external site.) for your company. Thanks to achieving brand awareness, you are able to capture new opportunities and new markets. You can also have a competitive advantage, build trust with your customers, add value to your products or services and make people develop emotions and feelings about your brand.

Research on Brand Awareness :

There are many ways to measure brand awareness :

  • Surveys : Thanks to your surveys, you can measure with quantitative data the effectiveness of your marketing efforts, and the knowledge of your customers regarding your brand. You are also able to see how people are associating your brand and the level of their awareness.
  • Focus group : You can also organize focus groups to investigate about brand recall which is the extent to which people are able to recall your brand without thinking. Marketing researchers usually displays several ads and assess how the people from the focus group recognize yours. It can also be done by asking the group to mention brands that come to their mind when thinking about a specific product or service and see if people recall your brand.
  • Interviews : Thanks to interviews, you are able to collect qualitative data about people’s perception of your brand. You can know more about their feelings, attitudes, and preferences as you will ask open-ended questions. It helps get a deeper insight about your consumer’s behaviors.
  • Digital Research : Nowadays, you can find many useful data about consumer’s trends online. Google Trends (Links to an external site.) can be used to find many interesting data for your brand that can complement data collected from your surveys or interviews. Through many online platforms like Google Trends, you can find KPIs (Links to an external site.) that can be useful for your company such as search volume, mentions, traffic, social following of your brand and more.

Measuring Brand Awareness :

 After collecting data thanks to the research methods mentioned below, you have to make sure to analyze and interpret the respondent’s information. Doing a thorough analysis of your data will help you make the right decision for your company and improve your marketing strategies. In this way, you can attract more customers and generate more revenues for your organization.

If you find out by doing your research that your company has a low brand awareness, do not loose hope and instead take advantage of the data you collected to review your marketing efforts. Doing research is essential as the data collected from people can really help you identify what is wrong and what could be enhanced in order to achieve brand awareness with the goal of being top-of-mind among their customers. If you have not conducted research about your brand, you should really consider doing so now as it can really help you increase your brand awareness and generate business !

All You Need to Know About Branding and Brand Equity

As the journalist Scott Goodson say, `Branding is fundamental. Branding is basic. Branding is essential. Building brands builds incredible value for companies and corporations’ (Goodson, 2012).

You want to create a unique impression on your customers and make them feel having a strong link with your company? Then, focus on branding as it is a key element to be successful for any type of company.

First, it is important to understand what brand stands for. According to the American Marketing Association, a brand represents any feature that help distinguish a company from others such as name, symbol, design or term (Kotler & Keller, 2015).

When companies achieve brand equity, it means that they succeed to have a brand that creates value among its customers with its uniqueness, consistency and quality. Examples of brands that have positive brand equity include Amazon, Apple, and WholeFoods. In this case, as the customer’s perceived value is higher, companies are able to increase the prices for their products or services (Esther, 2021).

According to Doctor Esther, brand equity can be divided into several elements which are brand awareness, brand image, brand association, brand identity, customer perception and brand loyalty. Below are more explanations about those concepts :

Brand Awareness : It is the extent to which customers are able to recognize a particular brand name. When your business has a strong brand awareness, that means that your customers are able to recall any aspect of your brand and develop a positive feeling towards it. As a result of knowing well your brand, customers are more likely to trust you, consume more of your product rather than the ones of your competitors and stay loyal. Research found that the click through and conversation rate can be increased by three times in online advertising when there is brand awareness (Zimmer, 2019). When reaching that point, businesses are also able to have a higher market share.

Brand Image : It can be defined by how the customers perceive the brand and what it stands for in their minds. It is the impression customers have based on how the business is presented. It can be small details such as the cleanliness of your environment, your employees outfits, your business cards, your website, etc that determine your brand image (Thimothy, 2016). That is why in order for your company to build a strong brand image, you should make sure to offer your customers a good experience and effective interactions. This will allow customers to create positive ideas about your business.

Brand Association : All the attributes that customers think about when they mention a specific brand in their minds. Companies should work on having their customers associating their brand names with positive attributes by making them remember of the unique qualities of their products. In this way, your customers are able to develop positive feelings about your brand. For example, when thinking about BMW, customers associate this brand with the following attributes : fun driving, sophistication and fun engineering (Management Study Guide, 2021).

Brand Identity : All the elements that make you recognize a specific brand over others shape the brand identity. Those elements such as logo, color, design is what make a brand distinguish from other brands. Those brands who have a strong identity are easily recognizable thanks to the elements mentioned previously that build their personality. For example, Oreo or Pepsi are recognized for the blue color in their packages (Esther, 2021).

Customer Perception : Customer perception refers to how people think about a specific brand. It is the opinion they have about a business based on their experience with that particular company. It can also be defined as the attitude that customers have towards a service or product. Customers can build a positive perception of a brand with attractive advertising in which efficient messages are delivered and when having social proofs (e.g respected people share positive feedback about a brand on social media) (Zamiatina, 2019).

Brand Loyalty : Making customers achieve brand loyalty is the ultimate goal that all marketers should have. It can be defined as the situation when customers make repeat purchases of a specific product. In this case, customers favor your brand over the ones of your competitors as they choose to do recurrent purchases in your company and stay loyal to your brand. Customers usually become loyal to a company when they develop a strong relationship with the brand. Loyal customers are the most profitable customers, and companies have to focus their efforts on increasing their customer’s lifetime value by working on building brand loyalty. This is why companies should work hard on developing the best relationships with their customers.

In sum, it is important for marketers to focus on all those elements that shape brand equity. In order to have a successful branding, companies should make sure to have a strong brand equity to attract customers and achieve their loyalty and retention.