Hotel Digital Marketing

What is Website Marketing for Hotels?

In a most simple definition, website advertising for hotels is the process of advertising products or services through online channels like websites, search engines, social media, email, or mobile apps to prospective hotels.

Most hotels think of digital marketing as another phrase for SEO or PPC advertising. Even though both services are used for internet marketing, neither fully describes the depth of complete internet advertising plans for hotels.

Modern online advertising campaigns include dozens of website advertising plans, all working together to help drive visibility and conversions for your hotel.

For example, the best hotel digital advertising services will include strategies to:

• Generate traffic to your hotel digital assets (sales funnels, websites, apps, etc) through SEO, social media marketing, affiliate advertising, or paid ads.
• Generate revenue for your hotel through landing page creation, sales funnel development, and conversion rate optimization.
• See what visitors do with your digital assets to find out where you can improve, retargeting opportunities, or conversion rates.
• Show the expertise, authority, and trust of your hotel with content marketing, video production, backlink authority building, reviews, and social media proof.
• Build and nurture relationships through email marketing, SMS marketing, and social media management.

Our Hotel Website Advertising Strategies

We are a team of digital marketing professionals with diverse knowledge and experience in the latest internet marketing trends for hotels. Take advantage of our experience in more than 100 business industries, including hotels, to help improve traffic and generate conversions across your digital assets.

Hotel search engine optimization Strategies

To boost your website's search engine ranking and appear on the first page for competitive keywords, you need to adopt a comprehensive approach to SEO as part of your hotel digital marketing plan. This means reviewing your off-page, technical, and on-page search engine optimization since all three aspects of SEO work together to show value to search engines.

When we take on new hotel website advertising clients, we often find page speed, content quality, and backlink strength concerns. Each of these search engine optimization errors can be resolved through off-page, technical, and on-page search optimization. To learn more about each of these hotel SEO campaigns, let's take a closer look:

• Technical search engine optimization encompasses site speed, website security, XML sitemaps, website architecture, structured data, Open Graph tags, and broken pages, among other factors. These impact how Google reads and traverses your content, and how visitors interact with your hotel website. You typically need the assistance of a web developer to improve technical search engine optimization glitches since they are often related to the platform or theme used on your hotel website. We have an internal team of web developers skilled in common platforms like Shopify and WordPress.
• On-Page SEO encompasses various elements, including meta tags, images, keyword research, content silos, content writing, internal linking, competitive analysis, frequently asked questions, page titles, and meta tags. By improving these components of your on-page SEO, you can enable search engines to gain a deeper understanding of the worth of your content and acknowledge your hotel as a reputable source on the subject matter. In addition, it will help increase important metrics like "time on site" for your visitors, which shows search engines you provided something of value to the search user. Never underestimate the value and importance of content creation within your hotel digital advertising strategy.
• Off-Page SEO is essentially the state of your backlink profile, which is the number of backlinks and referring domains pointing to your hotel, the naturalness of your anchor text and link velocity, the authority and relevance of your backlinks, signals from social channels, and many other factors. By establishing natural backlinks to your website and internal pages, you can communicate to search engines that your website and content are reputable and deserving of recognition from third-party sources.

To make sure your hotel digital marketing strategy is effective, it's essential to take a comprehensive approach to search engine optimization that addresses all the important areas, rather than just a select few. If you build an incredibly fast site without useful content or quality backlinks you will likely never see the first page of search results, except in unique circumstances. The same is true for other scenarios where two areas of search engine optimization have been optimized, but one was neglected. You should evenly distribute your attention to ensure competitors can't bypass your hotel by simply completing all the required SEO checklist items.

Hotel Backlink Authority Building

Most hotels tend to overlook the importance of creating authoritative links in off-page search engine optimization, which is why it is worth emphasizing this aspect of SEO.

When you look at the first page of search results for competitive keywords and long-tail phrases, you will almost always find large retailers in product-specific search results and long-standing service providers in local search results. If you further review the exact pages of these search results you will often find the number of backlinks to those pages is far greater than those to your relevant hotel web pages. That is because search engines use backlinks to determine how authoritative your hotel website and content are on a particular subject.

To improve your own web pages, you must build quality backlinks to your homepage and interior pages using white-hat SEO link building plans. It is critical to see this as a long-term endeavor for the online advertising strategy of your hotel. Don't get excited about this for a few weeks and build dozens of backlinks, then move on to something else for several months or years. That lack of commitment will only serve to keep your hotel off the first page of search results. You need to establish a link-building plan that will provide consistent and steady growth of quality backlinks from relevant websites and social media platforms. Most of all, you need to keep your backlink profile natural by not overdoing exact-match phrases, buying numerous backlinks from private block networks (PBNs), or participating in any black-hat link-building methods.

We utilize numerous white-hat hotel link building techniques in our digital advertising services, including:

• Utilizing the “Skyscraper Technique” to build a bigger, better version of a ranked content article from a competitive hotel.
• Writing in-depth articles to have featured on third-party websites as a guest post, which includes a link back to your hotel website.
• Reaching out to high-authority websites related to hotels to suggest content improvements to existing articles that may have become outdated, or didn't cover a specific topic relevant to you.
• Adding your website to industry-specific directories by scanning competitors to see their most valuable business listings and NAP citations (Name, Address, Phone).

Online Reputation Management (ORM) Strategies for Hotels

Your online reputation is an important trust factor search engines use to determine rank positions, and your target audience uses it to make purchasing decisions. This is true for all types of purchases and decision-making, ranging from the selection of a local service provider, the purchase of a product on an ecommerce store, and even the selection of hotels. People love reading about the positive experiences, and sometimes even more about negative experiences, that others had with your hotel.

For local service companies, we can help you develop a review generation program within your digital marketing to increase the rate at which past guests leave reviews for your hotel. This often involves collecting reviews on Google My Business, UpCity, Yellow Pages, Angi, Yelp, and other online review collection websites.

If you run an ecommerce-focused hotel, we can help with the collection of product reviews and company reviews. For an ecommerce business, it is important to collect reviews for both the quality of your products and the customer service experience of your hotel. Online shoppers want to know the product they are purchasing is of sufficient quality or utility, but they also need to know you will be there to fulfill the order and answer questions after the sale.

For the reputation of professional service providers, such as doctors or attorneys, we can help establish protocols within your digital marketing plan for the collection of testimonials to ensure prospects always see a positive image of your hotels. This includes review generation, reputation monitoring, online reputation repair, survey campaigns, and social media growth. In some cases, even search engine optimization can be used to help curate the best possible first-page results for the online reputation of your hotel.

The risk of ignoring your online reputation is the loss of long-term business, which often isn't noticed until significant damage has been accumulated. Take control of your online reputation today to ensure you always put forth a better image than your competition.

Content Marketing Tactics for Hotels

Most hotels use content marketing as a means of attracting, engaging, and retaining a high-interest audience by creating and sharing relevant blog articles, instructional videos, case studies, white papers, and other digital media. This online advertising approach helps establish your hotel as an industry thought leader, while also helping you dominate organic search results and the attention span of your target audience.

When your target guests begin to identify your hotel as the source of valuable advice or guidance you will find it is easier to guide them through your sales funnel. We help hotel website marketing customers put together the right content marketing service for their hotel.

It is important to identify your target audience before starting a content marketing campaign. This will help you understand the best media format for the content, whether that be informative blog posts, detailed case studies, informal whitepapers, best-in-class listicles, or drip email campaigns. It will also help you determine the best delivery method, which can be from social media, search results, or some other medium.

We often help implement content marketing tactics for hotels that involve blog content, infographics, podcasts, videos, email campaigns, whitepapers, case studies, surveys, webinars, checklists, listicles, and lead magnets. We particularly like using the case study method because it is a powerful tool for showing expertise as a leading internet marketing service provider. These are all effective ways to market content if you implement them correctly for your hotel.

Social Media Marketing Services for Hotels

The use of social media ads in website marketing involves paid advertising being run on social platforms like LinkedIn, Facebook, Twitter, TikTok, and LinkedIn. These social media channels offer a quick and effective method for connecting to your target audience by allowing you to select interests, behaviors, and demographics. However, the downside can be the added cost of setting up the campaigns, creating landing pages, building out sales funnels, and performing conversion rate optimization to ensure the paid advertising function as a proper lead generation or sales generation tool for your hotel.

By leveraging the data sources of social platforms, hotels can hyper-target their audiences to deliver personalized content based on demographics, behaviors, interests, and other factors. While this is an enormous opportunity for most established hotels, it can be an expensive lesson for businesses that aren't ready to take full advantage of social media advertising.

We help hotels build out the necessary sales funnels and lead generation tools to make the most of their social media marketing. In addition, we suggest creating plans for conversion optimization and retargeting as part of our digital marketing plans, as both plans can enhance the return on ad spend for your campaigns. Let's not forget to mention the freshness of your ad creatives. When running hotel social media marketing plans, you must be mindful of ad decay and ad fatigue to prevent your campaigns from becoming stagnant and suffering from degraded performance.

Search Ads Game Plans for Hotels

The use of search advertising in digital marketing involves paid advertising being run on search engines like Google and Bing. You will find that Google Ads and Bing Ads offer a quick and effective method for connecting your hotel to an engaged audience that is actively looking for your products or services. The downside is the cost of setting up an effective and scalable paid advertising campaign for your hotel, which often involves the creation of landing pages or sales funnels that are optimized for conversion opportunities.

We help hotels of all sizes build out the necessary landing pages and funnels to generate leads and build revenue, which makes PPC advertising a cost-effective website advertising strategy. For any search engine marketing campaign, we recommend creating a plan for retargeting and conversion rate optimization to improve your return on investment.

Developing Funnels for Hotels

A sales funnel, or purchase funnel, is the visual representation of journeys taken by guests with your hotel. The illustration of a sales funnel, which is often referred to as a marketing funnel or revenue funnel, looks just like a physical funnel you'd use to pour a liquid into a container. The top of the funnel is always larger because it illustrates the large number of potential guests that might interact with your hotel. The funnel narrows at the bottom to represent the various exit points within the sales process. Naturally, the bottom of the funnel is the smallest part because it represents the number of people who converted through the generation of a lead or the sale of a product.

The development of a sales funnel for hotels is more difficult than the explanation of its concepts. For example, some of the most successful sales funnels produce millions of dollars of value each day for their owners. To use a revenue funnel that produces value for your hotel, you must put thought into the goal of the sales funnel and the type of sales funnel you want to implement.

There are numerous types of sales funnels, including free plus shipping funnels, affiliate sales funnels, self-liquidating funnels, automated webinar funnels, lead magnet funnels, self-liquidating funnels, and dozens of others to consider for your hotel. When you work with one of our hotel-focused digital advertising consultants, you will have an experienced internet advertiser to bounce ideas off to help you determine the best type of revenue funnel for your hotel. Alternatively, if you don't have an interest in being involved in the process, we can research more about your hotel to determine the best funnels to explore and test within your online marketing service.

Conversion Rate Optimization for Hotels

There is almost no reason to neglect conversion rate optimization within hotel website advertising services. This is a critical aspect of any type of digital marketing for hotels since it directly impacts the ability of the marketing service to provide value for the hotel paying for the marketing service.

Boosting conversion rates can have a huge impact on your bottom line. Before you pursue a CRO plan for your hotel, it is important to understand what it is, how it works, and how to evaluate the service. This is a time-intensive process that involves plenty of iterative research and testing. What makes it most difficult is the CRO plans that work for one hotel might not work for another hotel.

The most common hotel CRO strategies include reducing form fields on contact forms, testing different call-to-action phrases, creating attractive headlines, implementing a sense of urgency, fixing mobile website problems, improving website speed, adding exit-intent popups, defining value for the visitor, and adding trust and social proof signals.

True conversion rate optimization for hotels can become much more complex. To really dive into CRO, we must fully understand your business offer, your competitors, the strengths and weaknesses of your value proposition, how visitors are currently interacting with your digital assets, the online reputation of your hotels, and many other factors.

Email Marketing Campaigns for Hotels

You can use email marketing within a digital strategy to get brand awareness, increase website traffic, generate sales and revenue, bring awareness to your social profiles, engage past hotels, and gain valuable information about your target audience.

We help our website marketing hotel customers use Mail Chimp, Campaign Monitor, and Constant Contact within their email marketing services. These are robust email marketing tools to create subscriber lists, segment your audience, and even develop email marketing drip campaigns.

The most important part of email marketing is developing a plan to increase your subscribers. We help email marketing hotel customers build and nurture their email marketing lists by implementing email collection opportunities within checkout processes, squeeze pages, referral programs, affiliate programs, lead magnets, exit-intent popups, and numerous other methods.

Lead Generation for Hotels

For local service providers, the most important part of an inbound marketing program is lead generation. Not everything can be sold on the internet. For a lot of products and services, a phone conversation or in-person conversation is needed to close the sale. For these types of business industries, lead gen plans are going to be critical.

There are many types of lead generation tactics to consider, all of which have been tried and implemented by our online advertising team, for hotels and other professionals, at some point in the past. The most common lead gen strategies for hotels include the creation of helpful content, retargeting past website visitors, nurturing past contacts with email marketing, engaging visitors with live chat, developing free tools for visitors to use, creating referral programs and affiliate programs, creating video content that can be shared online, setting up free webinars for visitors to attend, or offering helpful downloadable content in a lead magnet.

For most hotel digital marketing campaigns where lead generation is a primary goal, our team will develop and implement one or more lead gen tactics in your digital assets to test what works best for your hotel.

Video Marketing for Hotels

As a complete internet advertising company for hotels, we have our own in-house video production and video marketing department. This has been extremely helpful for hotel content marketing plans that required creative video assets. More importantly, we've used our video production department for the creation of video ads on YouTube and video marketing within Facebook Ads campaigns. There are many good applications for video production within your digital marketing strategy for your hotel. You can use videos to demonstrate unique products, teach new concepts, and improve visitor duration. You can also implement videos within digital advertising services to bring life to paid campaigns.

Why You Should Invest in Internet Advertising for Your Hotel

If you manage a hotel that relies on selling a product or service you will eventually consider some form of marketing to improve revenue. There are many reasons to consider online marketing over other, more traditional, marketing plans for your hotel. Next, let's explore some of the persuasive grounds for incorporating the website marketing plan into your hotel:

• When compared to other marketing techniques, digital marketing is often more economical for hotels since it can be launched with a modest budget and then expanded as its effectiveness is assessed.
• By utilizing useful analytics tools such as Google Analytics, you can obtain more comprehensive data on the number of visitors who engaged with your brand, the duration of their engagement with your marketing efforts, and whether they returned to your website in the days, weeks, or months following their initial interaction.
• Everyone is constantly on their phones, tablets, and desktop computers. Why not choose a marketing format and medium that is able to follow your target audience anywhere they go in life?
• Unlike print marketing, billboard ads, television commercials, and radio ads, digital advertising is significantly more flexible because it can be updated much more easily.
• Among marketing techniques, internet marketing for hotels offers the most opportunity for user engagement. Good luck getting people to comment, like, or share any non-digital advertisements you run for your hotels.

How to Develop a Internet Advertising Program for Hotels

Before starting your online marketing service for your hotel it is important to create a plan with measurable business goals. You want to ensure everyone involved understands the ultimate goal of the website marketing plan to prevent spending time on ideas that won't positively impact your hotel.

1.) Pinpoint your target audience

Once you have established a clear set of business goals for your hotel, you can start to identify the audience you want to target. It's vital to have a clear understanding of your intended audience. This helps you tailor your hotel digital marketing efforts to platforms your audience engages in and that you use messaging that resonates with your target audience.

2.) Determine audience needs

Having identified your business objectives and target customers, you can now make a well-informed choice about the needs and search intent of your intended audience. This will help ensure your hotels focus on the right keywords for your digital marketing and you align your content marketing tactics with the needs of your audience.

3.) Start the slower services right away

If you plan to use SEO as part of your hotel digital plan, prioritize it above all else. In terms of online marketing plans, SEO typically takes the longest to gain traction for hotels and other small businesses. The improvements you make to your website, your content, and your backlinks can take weeks or months for search engines to fully recognize and have an impact on your placements.

4.) Build out quality landing pages or funnels

This is a great time to consider PPC advertising for your hotel website, or other digital assets. But before you start sending paid traffic to your service page, home page, or product page, it's important to create a landing page or sales funnel. A common mistake with paid advertising campaigns for hotels is directing traffic to a page that isn't optimized for converting a cold audience, which can result in high bounce rates and low conversion rates. Effective lead generation for hotels often involves the use of splash pages and sales funnels to guide visitors towards the desired marketing outcome.

5.) Create automated email sequences for retargeting

Now that plans are in place for bringing traffic to your hotel, you should consider how to best interact with those visitors after they leave your website. Not everyone who visits your website, landing page, or sales funnel will convert on the first visit. You should consider options to build an email marketing list, offer SMS alerts for new offers, or set up tracking pixels to retarget recent visitors to your website.

6.) Make testing a regular process

With all of these digital marketing strategies set up for your hotel, you can move into the testing and optimization phase. This involves ongoing evaluation of the success of your campaigns, identifying areas for improvement, and even trying out new ideas from case studies or white papers. You should always be in a state of conversion rate optimization throughout all aspects of the digital advertising service of your hotel.

Why Choose WebCitz for Your Hotel Internet Advertising

We want to be the online marketing partner of your hotel! There are many factors to consider when researching online advertising agencies for hotels. You can rest assured that our website advertising plans and strategies for your hotel are trustworthy, thanks to our 18 years of experience. These are typically the digital advertising methods that we use ourselves for our own lead generation and conversion rate optimization services. Our website's internet advertising plan is likely what brought you here today.

Most importantly though, you should choose our online advertising agency because you feel confident we are the right team for your hotel. Here are a few reasons we suggest considering our digital advertisers for your hotel:

• We have accumulated over 18 years of experience, having been in business since 2004.
• The major way we drive leads from hotels is through our own digital marketing tactics.
• You have have found our site after performing an online search for a service we offer, such as "top hotel internet advertising."
• We do not outsource hotel online marketing services since we have our own marketing team.
• If you call us during normal business hours, your hotels will likely get an answer from one of our teammates within a few rings.
• For any website marketing plans that require website updates, our team has extensive knowledge of WordPress and Shopify.

When the time comes to look for a leading internet marketing agency, we hope that you'll consider our online marketers for the job. Please don't hesitate to get in touch with our friendly team at the online advertising agency if you have any further queries or would like to discuss anything further.

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