Content marketing can be time consuming, but it doesn’t have to be a chore.
1. Optimise Your Thank You Pages
If your website contains calls to action driving visitors to sign up to your contact list or book, then most likely you make use of Thank You pages, too. These straight forward pages serve the simple purpose of delivering a polite message of thanks to those who choose to engage with your property further. But that doesn’t need to be all they do.
By optimising your thank you pages, you can take advantage of another valuable opportunity to strengthen your relationship with your guests and guide them along the booking funnel.
Here are some ideas:
- Build trust and authority with content from social media, incorporate guest reviews and show off your awards
- Create urgency with a limited time package or special offer
- Offer guests a chance to connect with you on social platforms
2. Recycle Your Evergreen Content
If you regularly find yourself struggling to brainstorm new blog and social content ideas, you’ll love this hack.
Chances are, like most businesses trying to stay ahead in the digital marketing game, you already have a fair amount of published content under your belt. Some posts will have worked for you and generated lots of engagement and web traffic, and others will have fallen flat. So why not reuse or repurpose content you already have? If it has driven results before, there’s no harm in posting it again; either with a new heading and slightly refreshed messaging, or in its original form if it has been several months since you posted it.
3. Drive Results With Clear Calls to Action
One thing it’s important to remember as a marketer, is that most people are inherently lazy. On top of that, we’re all bombarded with a deluge of information coming at us from all over the place everyday.
It’s for these reasons that it’s essential to make it crystal clear what actions guests can take on your hotel’s website to engage with you further, especially when it comes to sharing your content. Consider these points:
- Have you displayed clearly visible sharing buttons in prominent positions on your website?
- Have you conducted A/B testing on positioning for better results?
- Have you tried more granular “in-content” sharing options like TweetThis and Pin It?
4. Focus on Earning Quality Links
Despite what you may have heard, link building is not dead, but the correct way of approaching it has changed. Instead of paying for links in an effort to gather as many that point to your website as you can, building a library of backlinks should now focus on link earning. In 2016, it’s mainly about creating useful, relevant and engaging content that people naturally want to link to.
You can follow the lead of PR professionals and build connections with relevant local businesses and industry influencers who may be happy to link to your content, or search out unlinked brand mentions. Whatever method works for you, getting a link from a high quality, authoritative site can drive tons of traffic.
5. Try a Double-Open Email Marketing Strategy
This quick but powerful email marketing hack involves 3 simple steps:
- Send an email to your guest contact list
- Seven days later, examine your data and pull together a list of all those contacts that didn’t open the email
- Send out the email again to this list of contacts with a new subject line and assess the results
You can use your email marketing automation system to set this up to happen automatically, making the process super quick and simple. Even if you don’t notice a dramatic difference in results with your second mail out, you’re bound to gain some valuable insights into the kind of subject lines that resonate with your audience - which will help boost your open rates moving forward.
Will you use any of these tips as part of your hotel’s content marketing efforts? Let us know in the comments below!