Inbound Marketing is becoming more widely used by the Travel and Tourism and Hospitality Industry as a marketing tool to draw potential customers. With Social Media Marketing, Search Engine Optimization, Pay-Per-Click Ads and Innovative Marketing Solutions, Inbound Marketing turns struggling brands into growing and successful establishments.
Rather than attempting to reach your potential guests with expensive advertisements in magazines, on TV, radio, flyers, etc, you can reach them with cost-effective and timely content. Inbound Marketing is about delivering qualitative valuable content to answer the question and needs of holidaymakers and tourists.
Inbound Marketing furnishes holiday establishments with feasible and continuous guests and visitors resulting in an increase in revenue.
In a current rapidly growing digital era relying solely on the old school methods of outbound marketing, cold calls and other traditional advertising methods could be detrimental to your establishment.
Inbound Marketing Benefits:
Foster Lead Conversion
By creating content that answers potential guests’ questions and gives them solutions to current and future problems, you set your business up for an increase in strangers becoming leads.
Internet users are searching the internet for solutions to problems they might have or an answer to a service or product need. By using a well-planned Content Creation plan, Inbound Marketing allows you to post relevant valuable content related to your industry that answer and provide the right information at the right time and place.
This will bring about an influx of strangers to your website who, with the right kind of content and motivation can be converted to “leads”.
Inbound Marketing Costs Less
Cost is a noteworthy factor when it comes to marketing. Most hospitality establishments do not have a large budget set aside for marketing purposes.
To be really effective, marketing must be a long-term process requiring huge amounts of finances every month. This limits hospitality establishments in their business growth and acquisition of new customers.
With Inbound Marketing that problem is nullified it allows you to start with a small budget to reach potential customers. In due time that budget might not be even necessary as the content you create will be the magnet to your website and business.
With Inbound Marketing your old published content is always ready to drive new traffic and potential guests to your website and business. “Old” blogs, articles, whitepapers, ebooks, and other published material are permanently residing on the internet. Therefore, they will readily show up in search results when a search related to its content is performed.
Fostering Customer Loyalty
Published material such as blogs, ebooks, white papers etc. contribute to long-term interaction by internet users with your business. Materials can be downloaded, read and shared numerous times at no cost to you or your business.
High-quality valuable content will draw potential guests and clients to your website, turn them into leads and lifetime ambassadors for your establishment. These “ambassadors” will influence friends, family members, and co-workers by sharing content you have created with them.
Additionally, they will be loyal customers who will frequently return to their favorite holiday spot and website for that bit of valuable information.
Search Engine Optimization
One of the most crucial aspects of having a website and getting visitors to your website is being “visible” and “findable”.
- A recent study conducted by GE Capital Retail Bank has found that 81% of people look at products or services online before making a purchase.
- 60% of consumers start their research with a search engine before heading to a specific website.
- 66% of shoppers conducted their research on a PC or laptop at home.
- 15% conducted their research on a mobile device at home.
- 19% think it’s very important that retailers have mobile-friendly websites.
- 79% of shoppers feel empowered by technology because it provides access to information.
If your website is not optimized for search engines, you will lose potential guests and clients who cannot find your website or content in their research.
Search Engine Optimization or SEO is vital to the success of any Inbound Marketing strategy and is, therefore, part and parcel of any Inbound Marketing Campaign.
One of the defining wonders of the present times reshaping the world as we know it is the worldwide access to the internet. The lovechild of the World Wide Web is social media, which comes in many forms, including blogs, forums, business networks, photo-sharing platforms, social gaming, microblogs, chat apps, and last but not least social networks.
The power of social networking is such that the number of worldwide users is expected to reach approximately 3.02 billion monthly active social media users by 2021.
Leading social networks usually boast a high number of user accounts or strong user engagement metrics. Facebook, the first social network, has surpassed the 1 billion monthly active user mark and has more than 2.2 billion MAU worldwide.
Shortly after its launch, relative newcomer Pinterest was the fastest independent website in history to reach more than 10 million monthly unique visitors but fell behind other players who emerged in recent years, such as photo-sharing social network Instagram or microblogging platform Tumblr.
Utilizing these social media networks you can connect to people who have visited your establishment in the past and potential guests. You can create a personal relationship and interact with them on their favorite social platform and communicate with them on a personal level.
People are more likely to buy from someone they consider a friend and in whom they have trust.
The backbone of the Inbound Marketing Methodology is the creation of highly valuable quality content. Without content which answers consumers’ questions and presents them with solutions to existing current problems, Inbound Marketing is dead.
Every piece of content you publish on the internet, whether it be the content of your website, a blog post, an infographic, an ebook or whitepaper, must be the outcome of *Buyer Personas.
To deliver the right content at the right time to your potential guests and clients is vital for the growth of your establishment as that will be the clinching factor in whether a stranger becomes a lead and eventually a lifetime client.
Inbound Marketing delivers that type of content through blogs, ebooks, videos, whitepapers, infographics, etc.
*In the simplest terms, buyer personas are examples or archetypes of real buyers that allow marketers to craft strategies to promote products and services to the people who might buy them.