The Basics of Inbound Marketing for Lodging Businesses

May 11, 2016

Inbound Marketing

A common misconception about inbound marketing is that its digital form is synonymous with simply having a website. The reality is that inbound marketing, when done well, is an oiled machine with many moving parts, and far more complex than it appears at first glance. Covering everything from a responsive website to keyword-dense content, don’t overlook the powerful tool of inbound marketing for your bed and breakfast, boutique hotel or vacation rental company.

The Website Foundation

If you have that modern and mobile friendly website already, this is a great start and certainly a necessity. Your website should be responsive because the majority of people do basic web searches on their phones, and they want to see your site in smartphone size with buttons that are easy to use and text that is easy to read. Great pictures and graphics are a must, and often tell the story of your brand better than any words you could muster. If your website is the digital representation of your business and it isn’t aesthetically appealing, you can bet that people will assume the same of your physical business

Search Engine Optimization

After you laid the foundation of having a stellar website, you need to ask “how will people even find it?” This is where Search Engine Optimization (SEO) comes in. Your website should be embedded with layers of keywords that are relevant to your business and its location so that search engines know that you are pertinent to related searches.

Blogging

Blogs are another way to pad your use of keywords and SEO by giving you a steady stream of new pages being created that focus on additional keywords. A once-a-week strategy will do a lot to grow your organic traffic significantly over time, and you’ll soon find your blogs ranked on the first page of google searches related to popular events and places in your area. By keeping your blogs between 500 and 700 words and largely informational, you will meet the public’s need of providing useful and interesting content.

Email Marketing

Central to the whole machine of inbound marketing is the weekly email campaigns designed to draw in new customers and keep the old ones engaged and returning year after year. These emails are useful in getting your blogs, specials, seasonal packages, and upcoming events before the eyes of people who have already expressed interest in your business and area. This is one of the most powerful ways to reach people, and again responsive formatting is absolutely crucial with the majority of people opening their emails on a smartphone or tablet. If your content isn’t designed for these mediums, your audience is lost.      

Your inbound bed and breakfast marketing strategy is critical for anyone’s ability to actually find your business online. Even if you have a beautiful website, it doesn’t stand the test of Google algorithms very well on its own. If you have yet to delve into the reaches of inbound marketing for your lodging business, consider contacting Q4Launch for a free consultation.