We’re now halfway through the year, which means it’s time for hotel managers to take stock of the business goals they set back in January. Are they on track to meet them? If not, there’s no reason to stress. There’s still time to turn things around and hit every target by the end of the year.
By incorporating some inbound marketing activities into a hotel’s overall marketing strategy, hoteliers build a strong marketing basis that, even if it requires a bit of patience, it will lead them to more successful and profitable results in the long run.
What is inbound marketing?
Before anything else, let’s look at what inbound marketing is and what makes it effective.
Since HubSpot is a passionate ambassador of inbound marketing, I’ll use their definition for it: “Inbound marketing is an approach focused on attracting customers through content and interactions that are relevant and helpful — not interruptive… Unlike outbound marketing, inbound marketing does not need to fight for potential customers’ attention.”
The bottom line: Rather than you having to look for guests, inbound marketing works by encouraging guests to look for your hotel.
What’s important to know about inbound marketing?
The goal is to attract people to your hotel by giving them the chance to approach you, to communicate with your brand and find relevant information about you on their own.
Before getting started, identify what kinds of content your potential or current customers would love to find on the Internet. When you know who your target audiences are, you can provide the kind of content they’ll find relevant and helpful — content that resonates with them.
And be sure to focus on quality and relevance rather than quantity and frequency. Creating a content calendar can help with that. And when it comes to distributing content through email campaigns, focus on the customers who have already given their consent to be contacted, rather than buying lists.
