Join us at Ignite Hospitality as we share the slides from our talk at the Boutique Bar Show in London. Here we focused on the importance of digital marketing in hospitality, some of the steps to the approach we've found yields the best results and then some chat around channels and tools to help you develop and implement your own digital strategy for local hospitality businesses.

1. How To Make Digital Marketing
Work For Hospitality
Boutique Bar Show – London

2. So… who are we?

5. Marketing Speak
Digital
Channel
Multi-Channel
Touchpoint
SEO (search engine optimisation)
PPC (pay-per-click) / “Search”

6. Today’s Menu
Why digital is important for hospitality.
The process we go through.
Channel chat and tools to use.

7. Gone Local.

8. We don’t go online anymore – we live online.

9. 55% spike between
Christmas and New Year’s
“bars near me”
weekend uplift

12. Part 2: Our Approach
Meet your patron.
Go on your customer journey.
EXCITE & DELIGHT!
Set the strategy.
Target.
Do & learn.

13. Meet Your Patron.

16. Go on your customer journey.

20. Excite & Delight.

21. 21

28. Set the Strategy.

29. Digital Touchpoints – Pre-Decision
Advertising
Social Media
• Shared content
• Paid ads
PR
Annoyances:
Irrelevant ads, spammy
social media

30. Digital Touchpoints – Actively Looking
Paid Search ads
Social
Website
Reviews
SEO
Annoyances:
Old reviews, difficult-
navigate website, outdated
information

31. Digital Touchpoints – Decision Made!
Call
Email
Website booking
OTA booking
Locating (Maps)
Annoyances:
No answer on phone,
confusing/lengthy booking
process, incorrect maps
location

32. Digital Touchpoints – Nurture Relationship
Newsletters
Social
Remarketing
Reviews
Word-of-mouth
Annoyances:
Spammy ads, frequency of
newsletters, irrelevant
content

33. Multi-Channel
Campaigns

34. Target.

35. Targeting Approach
Big Growth Drivers
Geographic Targeting

36. Demographic Profiling
Used to build online profiles of Beefeater customers in 2015
Interests
Gender
Income
Occupation
Education
Age
Family
Big Growth Drivers
Targeting ApproachDemographic Targeting

37. Advanced Targeting

39. Implementation & Practical Tools

41. Tools/tips to help you organise:
SEO:
Citation Management
MOZ > https://moz.com/tools/seo-toolbar
Tracking:
Google Analytics
Communication:
Hootsuite
Social Media Guide >
http://www.afpc.af.mil/shared/media/document/AFD-091210-037.pdf or
http://www.theguardian.com/media-network/2015/jan/17/brand-social-media-tips-
followers
Setting Goals:
ROI Calculator > http://tools.seobook.com/ppc-tools/calculators/roi.html
Design:
Pixlr to make your own ads

42. Do.

43. Do.
Test, optimise, learn, repeat.

44. Cheers!
www.ignitehospitality.com
+44 (0)20 7697 0151
@ignitetweet
sarah@ignitehospitality.com
@sarahfulton