Why Every Hotel Should Invest in Content Marketing This Year
When it comes to change, many of us have a natural instinct to fight it. Change is scary; it is uncertain; it is challenging; it is unending; it can be expensive; it can be risky. With plenty of reasons to fear it, it's no wonder that our natural instinct is to resist is as much as possible. This resistance is often even more true when there's money on the line, and when we have the potential risk for loss or irreparable damage.
So, we get it! We get why an established business might be hesitant to jump on board the social media bus when it comes to marketing their hotel. But taking the time and money to actually invest in strong content marketing has the ability to do incredible, positive change when it comes to your hotel's visibility, awareness, and business.
Embracing the digital media and social media platform trends have the potential to bring in huge growth for businesses, especially when businesses consider that, according to Digital Authority Partners, hotel digital marketing is largely dependent on on-site and off-site SEO. If you want your hotel to be visible, if you want it to see an increase in traffic, visitors, and revenue, then now is the time to invest in content marketing for your business.
Why Does Your Online Presence Matter?
To start, it's important to look at some key statistics and what they mean for your hotel business:
·Almost 70% of consumers use the internet on a monthly basis to look online for local businesses. What you post online is what most people are going to base their decisions off of.
· Consumers between the ages of 18-34 (millennial generation) account for two thirds of the world's buying power, and millennials spend an average of 5 hours a day on social media. If the biggest spenders are spending significant amounts of time on various platforms, you want to focus on having a presence in those platforms.
·Even a one star increase on Yelp equates to a 5-9% increase in revenue.
·Around 70% of businesses surveyed acknowledged that social media has been "Effective" or "Very Effective" for their business
Hiring Help or Seeking Guidance
Depending on the size of your business or the goals you have for your content and social media management, you're going to want to consider hiring someone (whether that be an individual or a company) to help manage your content and output, or at least someone to help you get it started. SEO relies on a multitude of factors, some more effective, but equally challenging to implement, and other strategies, far easier to implement, but also significantly less effective. Professional marketers know exactly what those strategies are.
Keywords can be researched, and websites offer free (or paid) services to help you discover those keywords and how to use them. Blogs or articles can be written and created pretty easily by content writers, Facebooks can be quite easy to set up and maintain.
And yet, when it comes to other effective strategies, legalities might come into play (Instagram advertisements), promotions might end up being counter-productive and costly, affiliate and influencer partnerships might be a challenge to build, keeping up with the trends can take extensive research. Figuring out the best, high-quality content, the best means to distribute that content, and how to best engage online users with said content can take extensive knowledge and experience. Bringing in a professional to handle it all is going to be worth your time as well as your money.
Effective Marketing Leads to Increased Revenues
When a company is able to produce solid content on a regular basis, they're doing more than providing their customers with readable material; they're spreading their reach even further and further into the depths of the internet. SEO visibility is increased when articles with strong keywords and key phrases is placed on a company's site, and more-so when that article contains backlinks or becomes a backlink itself. It's all about clicks, clicks leading to other reliable and strong content, and clicks that lead potential visitors to your hotel website. Knowing how to maneuver the world of social marketing is a guaranteed way to bring more financial success and stability to any business.
Between the Economy and Social Media, Now is the Time!
The economy in the United States has finally been able to successfully rebound after the housing crash of 2008. This economic upturn means that more people are starting to go on vacations, take trips, and all around spend money. There is a return to a life of leisure that was missed for a few years during the economic downturn, and people are finally ready to spend money and splurge. This has been even more supported by the plethora of social media accounts, influencers, and trends promoting adventuresome and luxurious getaways. High-end vacation resorts, luxurious excursions, detail-oriented rooms, filtered Instagram photos, travel and wanderlust content drive the Instagram sphere. Spells of hashtag trends revolve around sharing the perceived wealth and expense people are willing to drop on these vacation stays.
They're looking for their next luxurious travel experience. It should be your hotel. If you know how to market your hotel in just the right way to appeal to the masses of people simply waiting for where their next vacation or getaway needs to happen, it's critical that you take advantage of this and start engaging and investing in your online marketing content, and start getting the world out there for exactly why potential customers should choose your hotel.