Content Marketing for Your Lodging or Accommodation Business
As the travel and vacation accommodation industry has grown by leaps and bounds in recent years, you’ve probably noticed that content marketing has come to play a larger part in the industry. You may have even considered using it as part of your digital marketing strategy. But even though content marketing is growing in importance, many companies aren’t using this marketing technique. Why? Well, among other reasons, it’s one that takes time to implement and time to see results.
We’ve put together a quick guide that details what’s involved with content marketing and how you can best use it for your vacation rental, hotel, or resort business.
How Content Marketing Can Help Your Business
Content marketing results in three times as many leads as outbound marketing at less than half the cost.
Rank Higher in Google
The two most important factors that Google uses to rank your website are high-quality content and link building (SEO).
What is Content Marketing?
With content marketing, you create and share engaging and informative content through things like blog posts, videos, and infographics. In the travel and hospitality industry, this content usually focuses on topics related to your specific destination. With time, it will bring more visitors to your website and increase your business’ online exposure. The more high-quality content you have on your site, the more likely it is that your site will rank higher in organic search results and get more organic traffic.
Unlike other forms of marketing, content marketing is not focused solely on promoting your brand. Instead, its goal is to provide audiences with valuable information that they want to read. Content marketing is buyer-driven instead of sales-driven. By creating pieces of information designed to help guests, you build up trust with them and establish yourself as an authority. It enables your company to connect with a highly targeted audience throughout the entirety of the buying cycle. All of these factors work together to play a significant part when a guest is ready to make their purchase decision.
Why is Content Marketing Important for My Lodging or Accommodation Business?
When it’s properly implemented, content marketing provides several different benefits for your brand. First off, it will help to increase your site’s organic traffic. In other words, it makes your website more visible in search results. That’s why it’s crucial to ensure that the content on your site focuses on popular keywords or queries related to your destination. You may have some great blog posts, but if they’re about more obscure topics that no one’s searching for, they’re less likely to attract attention.
Once you’ve built up your library of informative content, this serves to increase your brand’s authority and reputation. Your travel or accommodation business will become more well-known among those who are interested in your destination. As you establish your company as an authority on the area in question, guests will feel comfortable with their decision to book with you.
People now have the opportunity to spend a significant amount of time online researching vacation destinations. When you have a large amount of content on your site, it’s more likely that visitors will spend more time browsing, which increases the conversion potential.
This cycle works to build upon itself. After you’ve created an amazing piece of content, it will slowly begin to move up in search results. This happens as the search engine algorithms determine that your content is extremely relevant to the search query in question. With the consistent addition of quality content to your site, this will increase both your organic traffic and your search results ranking. Your audience will grow as will your brand authority and your potential for sales.
While content marketing can be an extremely useful tool, you won’t see its results immediately. It takes time for search engines to index your content and to begin showing it in search results. However, once this happens, there’s a lot of potential for significant and lasting results. This makes it an affordable and cost-effective investment that is sure to maximize your travel or accommodation business’ online exposure.
The Process for Developing Quality Content for your Lodging Company
As mentioned, the content marketing cycle takes time and effort, which can be deterrents for some companies. When you begin, it’s not usually as simple as just writing an article or creating a video and posting it online. Research is essential. It helps you identify what people are searching for, what they’re interested in, what content is already out there, and what topics are getting overlooked.
Once you’ve got a good idea of the best topics to cover, you can begin the creation and optimization process. Depending on the type of content you’ll be publishing, there are different steps you’ll need to take. But essentially, you’ll need to ensure that things like titles, descriptions, alt tags on images, and URLs are giving search engines the ability to determine what your content is about. The proper use of relevant keywords will play a large part in how your piece ranks in search results.
Starting the Ball Rolling
After you’ve created your content, it’s not enough to just stand by and wait for search engines to do their thing. Your content needs to be distributed. Link outreach, social media and email newsletters are among the top ways to make sure your information gets out there. Even better, these mediums make it very easy to track how many times your content is being viewed.
If you already have a good social media presence, posting your blog article, video, or other item instantly exposes it to all of your followers. This encourages interaction with those who have already expressed an interest in your business, which can lead to them sharing your post or visiting your website for more information.
Email marketing is also particularly effective in getting eyes on your new content. It keeps your previous guests engaged with your travel or accommodation business. If you’re sending to potential guests, your email gives them an opportunity to go to your site and increases the likelihood that they’ll book one of your properties.
With email newsletters, you can track who opened your email and which links they clicked. This is especially useful for split testing email designs to determine which is the best to get clicks. These metrics also make it easy to target those who have shown an interest in your destination. All of this knowledge works together to make it easier for you to know what types of content and which topics are of the most interest to your guests. You can then use this to fine tune your process as you go.
Rather Have Us Handle Your Content Marketing?
Content Marketing is an effective yet time-consuming undertaking when done right. You can build your own content marketing team and follow the steps on your own, or you can have our content marketing pros handle everything! Schedule a consultation to see how we can help you today.
Now you have the tools to implement your very own content marketing plan. Keep reading below if you’d rather have us help you design, build and implement your strategy for you.
What Happens When I Sign Up:
- Onboarding – This is a foundational piece to the entire campaign, so please do not take it lightly.
- Fill out our Discovery Form
- Schedule a 15-minute Chat on the phone to discuss if we’re the right fit to help you reach your goals.
- Get started with our services if we’re the right fit for one another.
- First meeting where we discuss your onboarding profile, start developing your marketing strategy
- Discovery and Competition Analysis Phase
- Set up your customized project tracker
- Let the fun begin, we start your project!
What Is Included in the Content Marketing Strategy:
Retargeting – Through retargeting advertising campaigns, you can advertise on other websites to users who were previously on your site. Your ads can literally follow your customers around the internet to remind them to book. You’ve probably already seen this in action if you’ve visited a site like Amazon and looked at specific products. If you didn’t purchase anything but went on to browse other sites, it’s quite likely you saw ads from Amazon showing you those items you were looking at.
There are two types of retargeting: regular and dynamic. Regular retargeting is simply advertising a more general ad to everyone who’s been on your site. Dynamic retargeting, on the other hand, allows you to segment your users and advertise specific ads to specific user types. Dynamic retargeting is amazing because you can advertise the exact property or content in which your prospective customer showed interested.
Facebook Marketing – Facebook is one of the best-priced networks to advertise on at the moment. Even better, it gives you the ability to find and go after your perfect target market. You’re also likely to see a better ROI with Facebook marketing efforts than you are with other networks. A successful Facebook marketing funnel will allow you to build an audience, engage that audience, and convert your audience into leads, prospects, and customers.
Social Media Posting – The power of social media extends far beyond just keeping up with the goings-on of your friends or staying up to date on what’s trending at the moment. Social media can be an especially powerful tool when it comes to marketing your vacation rental, hotel, or resort. It gives you the opportunity to stay in touch with previous guests and it enables you to establish a positive reputation for your travel or accommodation business while also reaching out to potential future guests.
As of September 2015, Facebook estimated that there were, on average, over 1 billion daily active users. Twitter, on the other hand, estimates that they have over 320 million monthly active users. By utilizing these mediums as well as other popular social media platforms, like Instagram and Google+, you’ll have an excellent chance of maximizing your brand’s exposure.
Plus, by incorporating social media into your marketing efforts, you have the opportunity to make guest interactions even more personal. Engaging with past and future guests transforms your rental, hotel, or resort from “just a place they stayed” to an essential piece of their grand vacation experience. Regardless of which platform you’d like to work with, we can help you get up, running, and immersed in the social media world.
Email Marketing – Email marketing is an easy way to increase bookings through repeat business, as well as from new customers. In addition, email marketing is an amazing way to keep your customers informed and interested in you and your vacation rental, hotel, or resort. Consistent email marketing efforts keep your company front and center.
Regular Travel Guide Publications – A travel guide is one of the most valuable pieces of information for your guests and potential guests to find information on activities in your area! You are not only helping people find fun things to do in your area, but you’re also establishing a relationship with new potential guests who are learning about your vacation rental for the first time. If a person views your travel guide while they are planning a vacation to your area, who is the first person they’ll think of when they’re looking for lodging? You guessed it, you are!
We will create a beautiful travel guide for you, not only to add value to your current customers, but also to reach high quality leads, provide them with value, and convert them into a booking. Remember, Google tells us that 60% of the buying cycle occurs before sales is contacted. A travel guide is one way to build that initial trust with potential clients before you even speak with them.
Landing Page Creation – With a custom landing page, it’s easier than ever to engage customers and get them to take action on your site. They’re particularly effective in generating and capturing leads. When used in conjunction with advertising, landing pages that have been designed specifically for your ads will help to reduce bounce rates and increase a visitor’s time on your site. Our team will create a custom landing page that features your logo, calls-to-action, and any photos you provide. We’ll optimize its performance through split testing.
Article Creation – Quality content is an incredibly valuable component of your website as it serves to increase your company’s online presence as well as your brand’s authority and reputation. Our team of highly skilled content writers will work to identify those topics that are most likely to be high performers for your site. We’ll then get to work creating articles that are not only informative but engaging and optimized for search engines.
Video Creation and SEO – Websites with videos get 157% more organic traffic from search engines than those without videos. Videos are an incredibly popular aspect of the internet. They’re great for retaining customers and attracting new customers. Even better, with the proper efforts, it can be quite easy to get a video ranked in search results. We’ll create high quality, optimized videos for your company and ensure that your videos are getting as much online exposure as possible.
Banner Ad Creation – As an internet user, you understand that advertisements are a part of your online experience, whether you’re searching for something specific or you’re visiting one of your favorite websites. Ads are so prevalent because they’re effective. They generate clicks, which in turn, generate sales. You can easily utilize online ads for your travel or vacation lodging business in order to increase its visibility and bookings. We’ll create three main banner ad types for you and we’ll work to improve your results through monthly split testing and optimization.