In honor of Cinco de Mayo, Tambourine is celebrating with a fiesta of some of our favorite digital marketing tips. From fine-tuning your content for on-the-go travelers to zeroing in on your prospect’s emotions and true priorities, these tactics are fit to be implemented seamlessly into your current marketing efforts.
UNO – Edit Down Your Content For Mobile Users
Cut down on the fluff, be succinct and get to the point.
When it comes to your hotel’s mobile site, don’t simply reuse the copy you wrote for your desktop site. Instead, repurpose and rewrite your mobile content so that it’s easier to digest by people on-the-go. Because people have shorter attention spans on their smart phones, the copy on your mobile site has to be faster, shorter, and punchier than your desktop version. Use bolded headlines and bullet points. Cut down on the fluff, be succinct and get to the point.
DOS – Don’t Settle for Weak Calls-to-Action
When all is said and done, it’s copywriting that will compel people to book your hotel. Don’t leave people hanging without instructions on what to do next after combing through your site. And, be clear about it. Start with verbs and keep it simple. Beyond the typical ‘book now,’ you can use ‘plan your escape now,’ ‘schedule your site tour today’, or ‘start your adventure here.’
TRES – Identify and Leverage Your Hotel’s Biggest Fans
Find out who your brand advocates are and treat them like all-stars.
First, find out who your brand advocates are. You can find them on your social media pages (who is always liking and commenting on your posts?), your TripAdvisor reviews (look for the 4-5 star ratings), and your meeting planner testimonials. Then, treat them like all-stars. Give them first dibs on any promotions or deals. Offer exclusive room upgrade codes. Send them a personal invitation to meet with your top management. Extend a special room rate just for them and their friends and family. Make it easy for them to share their love for you with everyone they know.
CUATRO – Share Content That Answers ‘What’s In It for Me?’
Whether it’s through email newsletters, social media updates, or hotel blog posts, never forget your audience’s first priority: What’s in it for me? Ideally, all of your messages and content should be a mix of hotel news and useful destination tips. For example, when you send out an email about your Valentine’s romance package, include relevant content made up of gems of information, such as ‘Fun Date Ideas Under $50 in Chicago’ or ‘5 Best Places to Kiss in Seattle.’
CINCO – Make Booking Direct More Appealing Than Using an OTA
Who says you can’t out-market an OTA? The key is to make your offer sweeter than your OTA rate. And, don’t worry about rate parity, which only applies to the exact room offer the OTA displays. The workaround is to offer a larger value to that same room using the same rate. For example, include complimentary parking, dining discounts, or free breakfast vouchers. Make the decision to book direct a no-brainer.