2. WhoisWebdirexion
We’re an online marketing agency with a
with a niche focus on resort, hotel, and
inn marketing and websites with
integrated cloud-booking services.
Scott Frangos: Chief Optimizer, Career
Marketer & Ad Guy, Author CRO Guide. 17
years niche focus for hotels and inns.
Margot Hall: Content Strategist,
Managing Editor CRO Guide. Travel and
Hospitality Industry Specialist.
?
3. Use Smart Marketing to narrow the 56%
difference between B&Bs & Hotels?
First…SomeStats—AreYouMissingOut
● B&B Inns: 43.7% average occupancy
?
56%
difference
5. 1)Tri-Leverageyourblogcontent
● 1 - Write regular posts keyed to SEO terms
● 2 - Automatically push out on Social Media
● 3 - Use a newsletter service to send posts
automatically via email
FREE $10/mo $59+/mo
FREEto2k/mo
$20/mo
GetFound
Connect
6. 2)Sellthesizzle,notthesteak
● The “steak” is the product (your inn)
● The “sizzle” is what people enjoy by using your
product.
Persuade
TheSteak
Sizzle:HappyFamily
WineTasting
EmotionSells!
7. 3)UpgradeyourInn’sSocial“TradeshowBooths”
● Do you have a presence in the major social
venues?
● TACTIC: Set it and forget it with Hootsuite,
Buffer, or Dlvr.it
● What is your weekly strategy to not only appear,
but engage?
● TACTIC: Retweet, @Respond, CONTACT!
● TACTIC: Sell different “sizzles” on each network
Awareness
ClassyWeddings
Retreats
Connect
9. 4)CaptureprospectiveguestsbeforetheyLeave
Optimize your landing pages. We’ll be talking more
about this in November, but right now, let’s look
at some missing things we’ve seen on inn websites:
● A landing page!
● A form on on a landing page ← CTA
● PDF Downloads
● Incentives on a landing page
● Why you’re the place to stay — give a clear
value proposition.
Leads
10. 5)Test.Analyze.Test.
What works and doesn’t
work?
● Is your online
booking process easy…
on mobile?
● Which photos are more
compelling?
● A/B Testing Software:
FREE PAID
Leads
11. Croc’sResortA/BTest
● Premise: We can
win more leads.
● Method: A/B test
using Google
Content
Experiments
● Elements:
Headline, graphic,
copy
● RESULTS: Doubled
lead results.
B Version - WINNER!
Magic Word “Win”
Sizzle Video
Leads
12. 6)WorldWideWeb=WorldWideMarket
● Use a plugin for automatic translation
● Your booking software should provide
translation
● Provide a tablet
with translation
software at
the front desk
● Use Google
translate
to reply to
foreign guests
Reach
14. 8)Smartquestions(&Forms)winreservations
● Many forms programs
will send custom
replies based on
choices made at
sign-up.
● You can send
different specials
to prospective
guests depending on
their specific
interests
→ Example
AskGuests
15. 9)salestactic: Peoplebuyon emotion
● People do consider factual bullet points
● Yet, all studies show that in the end — people
buy on emotion
● They form an “emotional handshake” with you
● Let your images and stories show positive
emotions, enthusiasm, and happy guests.
Persuade
16. 10)Yourstoriesengageprospectiveguests
● We are a race of story
tellers
● People place themselves
INTO a story!
● Tell a story about a
wine tour
● Tell a story about a
wedding/romance
● Tell a story about a
group that stayed at
your inn
Engage
Content Marketing Tactic: Power of Story
17. 11)BONUSTIP: BecomeaConnectedConcierge
● Make deals with local tour and event
companies and allied businesses
● Exchange special deals and post them on
your website
● Use a software program that facilitates
embedding your room booking on event and
allied partner sites
(CheckFront does this)*
Connect
This widget on
your site PLUS
embed on allied
sites!
*Webdirexion is a marketing ally with CheckFront (for this reason & other features)
18. Take-Away:HowtoPrioritize...
1. Set priority goals in Analytics
(e.g., grow mailing list, etc.)
2. Capture visitors as leads (LPO)
3. Send incentives to your leads
for seasonal promotions.
4. Ask them to book at your
website, and give them a reason
to do so.
scott@webdirexion.com / margot@webdirexion.com | 888.974.9522
November 11th:
CRO&Optimizing
LandingPagesto
GatherProspects
