Digital Marketing: Why does the hospitality sector get it so wrong? Part 2

Digital Marketing: Why does the hospitality sector get it so wrong? Part 2 SEO

Why do businesses in the hospitality sector seem to struggle with the concept of digital marketing (part two)? This problem can be easily addressed and resolved by following a few fundamental steps. Businesses tend to underestimate the importance of digital marketing and are too concerned with losing their return on investment.

Re-visit part one

The truth of the matter is that much of the work needed to start a digital marketing campaign within the hospitality sector has already been actioned. The fear for many companies is how they'll be able to consistently produce content whilst running a busy business.

For the most part, Hotels and Restaurants already produce content on a daily basis without even considering if it's appropriate for online content, such as 'promotions', 'Quiz nights' and ' daily specials' all of which could be blogged about and shared online. Digitising your blackboard offers into social media posts and blogs may seem trivial, but in turn will allow your business to grow and connect with potential customers.

Digital Marketing Strategy  

Here are 5 fundamental steps in successfully marketing your hospitality business utilising online digital media to achieve a successful return on investment.

Content is your foundation

Content marketing is vital when getting your business out there to prospective customers. Sharing your story whilst maintaining consistency is a key element of marketing campaign success. Consumers love to share their experiences which is why it’s in your best interest to make it as easy as possible for your customers to do so.

One or two keyword optimised blogs per month will have a higher chance of increasing your sites ranking on search engines such as Google and Bing. This helps search engines recognise authority for a certain keyword and proceeds to rank it accordingly.

Social media & Consumer interaction

Social media is used by millions of people worldwide, businesses that utilise sites such as Facebook and Twitter have more success long term. Social media allows businesses to share and connect with customers on a global scale.

The Hospitality sector is full of in-house content such as up and coming events and menu specials which could be posted onto sites such as Twitter and Facebook to maximise content reach. Social media can be a great tool when wanting to support a recent blog post, relevant tweets linking back to your blog will help assist more prospective customers directly through to your website. Our client, The Feathered Nest, is good example of how to get your social media working for your business.

Being mobile responsive

Although we live in a world surrounded by mobile technology, many websites are still not mobile responsive. Making your website mobile responsive can help increase site traffic and engagement by making it easily accessible on the go.

A fully optimised and mobile responsive website will allow users to navigate their site effortlessly no matter the device they choose to view it on.

Many businesses within the Hospitality sector still have websites that are not responsive, preventing potential customers from accessing their site. We’ve helped businesses such as The Amberley Inn with making their website mobile friendly.

Don’t discount email marketing

Email marketing is fundamental and often ignored by many. Most companies already have access too many vital email marketing tools without even knowing it. The Hospitality sector heavily rely on online bookings which in most cases require an email address. As long as you follow the Database Protection rules and provide an opt-out solution, there is no reason to ignore this incredibly useful method of digital marketing.

Mailing lists can be an easy and non-intrusive way to advertise products and events to your consumers. Within the Hospitality sector, many use online newsletters to share seasonal offers, menu specials and planned events. You could also support blogs by adding short summaries to link back to the original content on your website.

The majority of people check their emails daily, making your content easily accessible to read and share with others. This method won't win you overnight success, but will reinforce your digital marketing strategy significantly when used alongside our other suggestions.

SEO (Search Engine Optimisation)

Search engines are consistently growing in sophistication so it’s important to stay up to date to achieve high rankings . Many search engines use private algorithms which can be analysed and understood if monitored correctly.

Websites that perform SEO successfully will include site links, keyword rich pages titles and blogs alongside supporting social media posts. Structuring your content correctly is crucial, so keeping your keyword density high will allow your site to climb search engine rankings.

SEO will in turn allow your website to be ranked and seen by those browsing search engines. Optimising your site will in time improve your site's authority online, eventually resulting in a return on your investment. 

All of the points mentioned can be achieved and maintained by utilising an digital marketing company. Urban Element can work closely with you to produce, implement and fulfill a 12 month plan, so you can stay up to date with every aspect of your digital marketing campaign.  

That’s been part 2 of our blog series on ‘Why does the hospitality sector get it so wrong’ for further information about any of the topics discussed, please feel free to browse our previous blogs which can be found on our website. If your business is looking to improve its online presence and you would like to learn more about the services we offer, please feel free to contact us.

Jon Ellard
- Director

A results driven, self-motivated and resourceful director with a proven ability to develop and strengthen client relationships. With 14 years marketing experience Jon’s main focus is to ensure clients receive return on investment from their online investment. Jon has excellent people skills and possesses the valuable ability to explain technically-complex subjects and make them comprehensible.

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