Digital Marketing Strategies for the Hospitality Industry

Digital Marketing Strategies for the Hospitality Industry

The online world feels like a touch of the Wild West right now for many businesses in the hospitality industry. The owners who are proactive and vigilant about their online reputations and the new social media kids in town are taking advantage of technology, while companies that are reluctant to wade into the fray may get left behind. Make no mistake, it’s a lot of work to manage your business’s online reputation, but it’s crucial to the long-term success of the company. Let’s take a look at some digital marketing tools.

What’s Become Standard?

Many businesses have jumped on the technology train, embracing lots of different social media platforms and working hard to learn about the potential of Internet marketing. Others have been resistant to focusing on younger clients if Baby Boomers have been their bread and butter. However, only one third of Internet users are from the Baby Boom generation, so you can’t underestimate the importance of online marketing. Here are some of the basic tactics that no longer are optional:

  • Mobile-friendly sites: If 80 percent of searches are done on mobile devices, business owners in the hospitality industry don’t get the attention of search engines if the company website is not mobile friendly.
  • Local search presence: Making sure your business’s online information such as location, rating and price range is up to date is vital when it comes to maximizing local-search technology. When someone is looking for a hotel near his or her location, your business must show up on the map.
  • Social media engagement: Your business should be on at least three social media platforms, and more is better. It’s all about getting your brand top of mind and starting conversations with customers.

Upcoming Trends

Hotels and other hospitality companies that are ready to get proactive about online marketing can take some of these steps during the coming year:

  • Engaging content marketing: Businesses should be looking at the content of their websites to make sure the information there is accurate and, more importantly, interesting to site visitors. Videos, blogs, and customer stories can engage potential customers.
  • Paying for placement: Consumers click on “above the fold” search engine results first. It’s worth spending the extra money for premium placement. Plus, this will help in the local search function mentioned above.
  • Customer-centric planning: Instead of thinking like a hotel owner, think like a guest. What would customers expect to find when researching your company? What would make things easier for them? Consider online check-in or room-customization capabilities.

Reputation Management

Once you’ve established your company’s presence on the Internet and in the social media realm, it’s important to monitor what is being said about your business. Here are the basic steps for managing your online reputation:

  • Monitoring reviews: First off, you have to pay attention to what customers are saying about their experience at your hotel or hospitality business. Positive comments are great; thank reviewers for their kind words. Negative comments can be great, too, because they help you learn.
  • Addressing complaints: Respond to concerns and complaints promptly. Thank reviewers for sharing their thoughts and pledge to use their comments to improve.
  • Learning from comments: Take what is said about your company to heart. Decide whether complaints should prompt a change in policy. Share comments with employees so they understand how important customer experiences are when it comes to the health of the business.

Diligent hospitality business owners can leverage their online presence and reputation to create happier customers and therefore boost the bottom line. Besides, your competitors may be already working hard on their reputation management. You don’t want your company to lose relevance. Take the time to respond to reviews or discover how to enhance customers’ experiences. The proactive approach is the best track for your business.

Make Your Stand Stand Out

Make Your Stand Stand Out

While you may think social media is key to a successful marketing campaign (and you’d be right) having a stand at a trade exhibition is also worth considering. Even in this digital age, there is nothing quite like chatting face-to-face with a supplier and seeing what’s on offer.

Choosing the Trade Show

Exhibition organisers will promise you untold success if you book space with them. You’ll hear about their wide-reaching advertising campaign, immense footfall and how the location and dates are ideal. Don’t believe the hype! Plan ahead to visit the exhibition the previous year or get the opinions of several other companies who’ve exhibited with them.

The Right Layout

Look at the event plan and if possible, pick your ideal spot. Corners are usually more expensive, as you get a cross flow of visitors. Check out which exhibitors are near you, as it’s better to be in an area with firms that you know will attract footfall. Size is important and bigger is not always better. Choose a few key products/services, rather than bombarding visitors with every aspect of your company. The space should be as open as possible and a badly positioned board or table will act as a barrier to visitors.

Drawing the Crowds

With thousands of stands in close proximity, it’s easy to get lost in the crowd. So how do you attract people to yours? . Whether you choose people who are charismatic and draw people in, or those who spot potential leads and invite them over, it’s important to choose someone who is experienced and skilful in these situations. Many companies use giveaways but if you’re handing out fridge magnets with your logo, how does this help you convert leads? Keep the gifts relevant, such as samples of your work or products. If you manufacture wood flooring, have your fridge magnets made from that; it’s a free gift that also shows off the quality of your goods. Similarly, while a flashy, A4, colour brochure might look impressive, a well-designed A5 flyer can do the same job at a fraction of the price.


Appeal to the senses and choose one or two coordinating colours; not so bright that sunglasses are needed. Font choice and size are important. Ensure titles can be read from a reasonable distance. Any text should be optimised so that reading glasses aren’t required. Don’t spend more time than you need setting up, so opt for . Ideally, use both sides of the boards and position them so they can be seen from several directions. Adding an audio-visual element can also increase footfall but keep the infomercials succinct. Although visitors will tend to zap your virtual business card (barcode) it’s still prudent to make a hard copy available.

Planning ahead and taking the time to do the necessary research can really improve your chances of having a successful, trade show experience.

How To Promote Affiliate Products In Any Market

How To Promote Affiliate Products In Any Market

Have you failed at selling an affiliate product to non-native English speakers and wonder what happened?

Writing the copy, you thought they had enough knowledge of the language. Brimming with enthusiasm, you felt excited. You felt it … this was going to be your product’s entry into the new market. Probably the market that would help you reap big profits in the future.

Feeling elated with your aim, you introduce the product through a press release website targeting audience in a non-English speaking market. You go to bed knowing your inbox will be pouring with messages the next day, with recipients asking for a free trial and media companies chasing you for interviews.

But, a week goes by … and nothing happens. A dark cloud forms over your expectations.

Why did your strategy stutter?

Ideally, there is no single answer to this question, but the following is a list of possible reasons based on studies about why people often fail to successfully promote affiliate products in different markets:

You didn’t localize the language

No matter how good your product copy and call-to-action is, it might not appeal to an audience whose main language isn’t English. Consider for a minute that your target audience is in China. You can use the best sales copy with powerful words that have been proven to increase conversions, but it won’t have as big an impact as a copy that’s translated to Mandarin and includes keywords of that language.

Immersing your product into a new economy proves that localization is the key to get your product in front of any target market. Because a successful affiliate marketing strategy is all about thinking globally, but acting locally. Firms that specialize in localization services will not only enable you to utilize translated copy, but local speech, cultural phrases, and prices and dates formatted according to region. This also gives your product campaign a better chance of getting picked up by local influencers, whose reach is more powerful than any other marketing tactic.

You didn’t use the right marketing channel

In some countries, consumers prefer using a PC to search for affiliate products, while some places like Japan consists of consumers who mostly use mobile to search for deals and promotions. Social media might be popular in some countries, while email marketing may be popular in another.

Using the wrong marketing channel could be the reason behind product failure. In this aspect, you can find a local affiliate marketer/market analyst/assistant who understands consumer behavior; they can act as a central planner, advisor, or delegator. Not only will you build local relationships, but create reassurance of your product being seen by a major portion of targeted audience.

You didn’t keep up with market trends

Knowing what works and what doesn’t in specific markets can make a big difference to the success of your product campaign. An affiliate product that’s related to increasing winter holiday sales certainly isn’t going to work around this time in Australia, where people are gearing up for the summer season.

Likewise, you may lack knowledge about logistics which will deter the interest of an international audience. Always make sure to study market trends and make all costs transparent for the consumer. Build strong relationships with local publishers, so you can get insider tips on the market, and maximize reach.

How to Encourage Networking At Your Event

How to Encourage Networking At Your Event

You’ve worked incredibly hard to put together a great conference. You’ve got a solid slate of speakers. You’ve got evening, morning, and even off-site entertainment. You’ve organized a vendor hall, after parties and some fantastic alternative programming for people who need a break from the scheduled activities. You’re pretty sure that everybody is going to take home some awesome memoriesif you can get them to talk to each other.

It’s true that, often at conferences and conventions, people attend in pairs or small groups. There are a lot of reasons for thiseverybody likes having an event buddy, especially if it is their first time attending an event of this nature. Even so, you know that part of the fun and benefit of events like this is networking and meeting new people. So how do you encourage people to do that?


One of the best ways to get people to spend time together and, hopefully, forge new relationships, is to host a series of smaller meet ups both leading up to and during the event itself. Advance meetups will help locals get to know each other and forge bonds before the event begins. Small meetups during the event allow people who might not feel comfortable networking on a large scale network on a small scale with people they know are already interested in the same ideas as themselves. You can arrange meetups based on occupation, interest, alumni/newbie attendance, etc.

Use the Internet

The XOXO Festival in Portland, Oregon is one of the premiere festivals of its type (purposefully small scale and community oriented events meant to connect industry insiders with hopeful joiners). This year they set up an event based Slack Network to help people “meet” and talk before the event itself. This proved to be so successful that they kept the Slack Network going after the event. You can set this up yourself through community bulletin board systems, blogs, social media groups, etc. Encourage people to hang out online before meeting. It will help break the ice before they are face to face and will foster bonding and networking for after the event as well.

Apps Are Your Friends

These days, you can create an app for everythingeven events and conferences. Setting up your own mobile event app will help attendees find each other and coordinate during your event. They are also helpful for connecting attendees with speakers, event organizers and getting feedback on the event in real time. Most importantly, it gives those who are introverted the opportunity to socialize through a medium they find comfortable. Not everybody is okay walking up to someone and starting a conversation. The shy among you will need a method of communication that works for them.

Forego Ice Breakers

Seriously. Nobody them. Even at meetups and in-conference group sessions; create a no-ice breakers policy. Your attendees will love you for it.

Harassment Policy

Finally, make sure you have an iron-clad anti-harassent policy in place. We all want to think of the events we create as absolutely safe places and even though we work hard to make that a reality, sometimes bad things happen. Having a zero tolerance policy and a robust reporting and reaction system in place will go a long way toward creating an event that truly is a safe place for everyone who attends. It is also a good idea to have a photo policy in place. For example, at many Comic Cons, there are very strict rules against photographing others without obtaining consent. Make sure this language is included in your harassment policy.

It takes a lot of work to create a space in which people will want to interact and network with each other. Hopefully these tips will help you do exactly that at your next conference or convention.

The Solution-based Way to Advertise

The Solution-based Way to Advertise

One of the best ways to market your business is through content marketing. It is a tactical marketing tool that focuses on putting out information that is valuable to prospective customers, relevant to their interests, and useful to them. It is designed to get people to interact with your web site to increase business.

Why are consumers interested in content marketing?

We have reached the point in doing business where people do not want intrusive advertising. For far too long until the advent of DVRs (with which we could fast forward through commercials), we have had to listen to television commercials that were louder than the programs they supported, radio ads that blared at us, and other in-your-face advertising gimmicks and tricks.

Consumers nowadays want to make buying decisions based on solid information rather than hype. They want facts they can use to compare products. They want to know specifications, details, color choices, sizes, uses, and other relevant information about a product before they buy it.

Even search engines prefer content marketing information so their searchers can compare links before clicking on them. Google loves to rank sites with good content marketing highly in their searches.

Types of content marketing

Content marketing can be extremely varied. Some of the top content marketing strategies include social media channels, articles in various publications, newsletters that offer useful information, blogs on subjects related to a business’s site via WordPress or another blogging program, video and infographics.

There are other forms of content marketing that are doing quite well also. YouTube videos and online games are two of the more innovative ones.

Benefits of content marketing

When business owners learn effective content marketing, they can take advantage of the benefits it offers their business:

  1. Content marketing is designed to send more traffic to your site in the hopes of generating more sales for your business.
  2. Providing solutions to people’s problems by showing them how products can assist them is perceived as a valuable service that enters into their buying decisions.
  3. Content marketing increases the engagement factor between you and consumers. Consumers will often interact with your site when they find good information on it.
  4. When potential customers interact with and engage with your site, it generates leads for you that may end up in sales.
  5. With credible, relevant, useful information from you, you end up being their go-to source for similar issues.
  6. Content marketing that draws people to your site builds up your link popularity. This increases your search engine placement and it guarantees you will rank high enough in Moz to be quoted in other people’s blogs.
  7. Content marketing is more cost effective than many other forms of advertising.

Marketers are reaping the benefits of the content marketing strategy of advertising.  Creating effective advertising has always been a challenge, but now that the old interruption-disruption model of advertising has segued into content marketing, consumers are paying much more attention to the information disseminated by retailers.

The emphasis has moved from selling product to meeting consumers’ needs by providing solutions to their problems.

Advantages of email marketing

Advantages of email marketing

Email marketing Why offers more benefits than other more traditional forms of marketing? Why generate higher returns on investments and metrics of customer engagement those other marketing techniques? Why invest time and resources to develop an email marketing program? These are the top ten benefits that email marketing can offer your company, compared to other forms of marketing.

Reducing time and effort

Take a moment to think about the time and effort involved in structuring a statement that goes straight to your potential customer or direct business to business campaign. With email marketing, you can create marketing communications, usually in less than two hours. If you use email templates recurring, all you have to do is approve the content and any change in graphics and images, consult your database lists to decide who to send it and send it with just a click. You can achieve work weeks in just a few hours and with only one employee.

Realtime Messages

For a printed advertisement or other promotional, you have to select marketing campaigns and special promotions, sipping a long period of time between development and deployment. Because email marketing can be completed in just a few hours and you can send messages literally the same day, you can promote special limited offer and you can even send unique messages in real time to your customers on their birthdays or anniversaries. With email marketing, a short period of time is your friend, not your enemy.

Personalized messages

Because most print advertising campaigns, radio and television should be a one size fits all, it is difficult that you can talk directly to the consumer in a personalized manner. However, email marketing has many dynamic opportunities. Not only can you send personalized emails with the user name, you can easily talk to your customers in a very personal and intimate way that is not possible with other marketing channels.

Segmentation of users and information database

You can segment your customer database or e-mail users to send email campaigns highly targeted marketing that will translate into increased sales conversions simply by being specific. Use your database from your client to send relevant messages to customers who are most likely to respond to it, it is to make good marketing. You need to use good software or tools to manage your email marketing campaigns. Newsletter should be well formatted and well researched which attract your customer.

Frequently Communications

As email marketing takes less time to be created and sent to other marketing channels, lets you communicate with your customers more frequently. Instead of sending a brochure or catalog once a month or once a quarter, you can easily send them once a week. However, a good practice of marketing is not to send email messages more than once a week.

Test Posts

A good marketing always means being able to try new options. With email marketing, you can easily see the headlines, offers and even colors that users and customers respond. Its incredibly easy to send a version of an email to a portion of your list and a second version to a different part of your database, and then through the precise tracking tools offered by email marketing, figure out what message marketing worked better to convert sales or user actions.

Dissemination of information

When you send an email with a tempting offer or useful, it will only take a few seconds to be shared and many users will. That means your marketing effort not only has a broader scope, but also a powerful network with people by sending email marketing, now act as brand advocates.

Reduce overhead

Email marketing can be done at a very low operating cost. You do not need lots of employees, analysts and designers or marketing, or have to pay for the printing or advertising. In fact, there are free marketing email services that allow you to host your email using professionally designed templates that you can adapt to your own needs. An effective email marketing program just needs a good service platform shipments and a good seller who knows how to put the right offers. There is a marketing channel that offers a higher return on your investment that emails marketing.

Better ability to track sales and user participation

There is no better marketing channel where you can extract accurate and useful monitoring to help determine what works and what does not information, that email marketing. Platforms email well developed marketing, can provide tracking information for how many people opened an email, the number of people who clicked on a link, if clicked on a specific link in the email, the number of people They complained that an email was spam or subscribed and want to follow, of course, if your email reached the inbox of the recipient.

Save the Planet

By optimizing email marketing as your main channel of direct communication with your customers or as a direct method of marketing business to business, you are helping to save the planet by reducing the number of trees cut down to print advertising. We all want to help save the planet and make a responsible decision about the marketing tools, helps you do that while improvements the success of your business.

We recommend that email marketing is an important part of your marketing strategy or youll be losing a number of benefits that can improve your overall sales and user participation at a very low operating cost, with a limited amount of time and effort.

Five Solid, Actionable Strategies to Attract Marketplace Attention (and Gain Customers)

Actionable Strategies

is when there are so many choices at hand that you’re more likely to avoid the confrontation than pick something from the list. Think of it like when you enter a grocery store and swing through the cereal aisle – there so many choices you either say never mind or choose the one you’re most comfortable with. This very thing happens in business especially when it comes to marketing and customer acquisition.

Below are five solid, actionable strategies you can take (right now) to attract attention to your business and turn that interest into a sale:

1. Triumph the Die-Hards

People love being the center of attention. If your business has thousands of followers and you place an individual in the spotlight they will, no doubt, share that experience with others. It also makes it so other individuals want to be on the pedestal, too.

What do you need to do? Get in touch with a handful of your most loyal customers and interview them. Have them share their experience with your business. Make it into a story – make it emotional. It humanizes your business and helps people feel attached to what you have to offer (and more).

2. Personalize the Packaging

Don’t go for generic. Try to personalize every aspect of your business and how it reaches your marketplace and customers. Little things such as remembering their names, customizing the service to their needs, or adding little trinkets as a way to say thank you in the box adds charm.

What do you need to do? Treat each person as if they’re your only customer. Really get to know them. Put in the investment to personalize everything so it feels like the product is made just for them. One idea is to implement customized boxes by Custom Boxes Now to make the entire product experience special and worth sharing online.

3. Hold a Big Contest

People love free stuff but you probably don’t want to just put it out there since you’re running a business after all. The smart thing to do is to hold a contest because not only will it create awareness with new leads but could remind previous customers to come back to do business.

What do you need to do? Use one of the many contest and promotional tools (free or paid) to hold a contest. Make part of the entry a requirement to share the contest on social media or to leave a comment. Let the contest run its course and make sure it’s a great prize.

4. Share Your Best Knowledge

The business that puts forth the content is the one that gets noticed; content becomes the vehicle to drive awareness, brand loyalty, customer service, and more. Just take a look at these facts about content marketing and reassess the idea of holding back information.

What do you need to do? Start blogging, share tips on social media, answer every question, respond to feedback, show behind-the-scenes, and how best to use your product/services.

5. Get Face-to-Face

The Web can be very impersonal despite the fact we have so many communication channels. A good old sit-down with a potential customer is uncommon these days, it seems, and it’s a shame so few businesses take the time and effort to do so.

What do you need to do? Go through your list of local contacts, get in touch, and have a drink with them. Ask them important questions and listen to what they have to say. Show the face behind the screen because real human interaction leads to empathy and that empathy makes way to the idea of doing business.

Do you think any of these would help your business? Of course they would!

Take one of these strategies and roll with it. Don’t worry about every little detail – put it into action instead of being a perfectionist that never gets the job done.

Is Buying a Business Mailing List a Good Idea?

Is Buying a Business Mailing List a Good Idea?

While direct mailing is not popular with consumers, the reality is that the system works. As a result, businesses use it regularly. It is a method that allows a product or service to be presented directly to their customers, and this is invaluable. It is for good reason, therefore, that people buy dnb mailing business mailing list. However, while it is a common idea, is it always a good one? Experts have compiled a list of things to keep in mind.

How to Use Your Mailing Lists

Remember, when you buy lists, that you need to check the quality of the list. This means it needs to meet a number of specific criteria. Without this, you may find that you have wasted your money at best or, at worst, that you get penalized for aggressive marketing. While direct mail is a great way to get in touch with your customers, it has to be done right.

Email lists, which is how most of these lists are presented, are incredibly important but also very dangerous. This is where you have the biggest chance of being branded aggressive. If your mail is marked spam several times, you will find yourself penalized, meaning your website loses some authority. In the very worst case scenario, you may find yourself banned from the search engines completely.

You need to make sure, therefore, that your particular message is actually being sent about. This is why the data contained on the mailing list must be current and up to date. If the list is old, your information will go to people who really couldn’t care about the products or services that you deliver, and they will throw the mailing away.

You essentially need to know that the data is reliable and recent, so that the right people actually receive what you send out. If the wrong people receive it, your credibility will be significantly reduced. This is why you must trust your mailing list provider. Do also double check that it is registered with institutions such as the NCOA and the USPS National Change of Address Registry.

Do also check at how many points of contact will be included in your list. The higher this number, the more effective your list will be. It will also be more legitimate and accurate. However, it will also be a more expensive list.

Next, decide how you will use your list. While most people now only focus on email, faxes and regular post can also still be very useful. In fact, you will find that the most affordable mailing lists are those that do not include email addresses. At the same time, however, creating an email mailing list is something that you may be able to do yourself.

Most businesses end up buying or renting at least one mailing list. It is vital that you make sure that you spend your money properly if you do so. This will ensure that you have the greatest success with you mailing overall.

The Importance of Expert Testimony to Winning and Losing at Trial

Winning and Losing at Trial

Going to trial in litigation is easily one of the most unpredictable things that a person can do. Lawyers often encourage their clients to settle cases because when a case gets in front of a jury, things can shift quickly. There is simply no way to take away all of the uncertainty that comes with the trial process. With this being said, there are certainly some things that can be done to lessen the impact of trial uncertainty. Today, many people are finding that a strong way to influence juries is to utilize expert witness testimony more effectively.

Companies like M. Richards Consulting are out there offering this kind of assistance. Especially in cases that have complexity, it is critical to have an expert witness who can help break through some of the malaise for the jury. Take, for instance, a case that involves complex financial measures. Through much of the trial, the jury may see some of the testimony as going over their head. They do not have a good grasp of the issues, so they do not know who to trust. In these cases, the jury will be looking for some kind of authority figure that can show them the way. This is where experts come into play.

Expert testimony, when done well, can help to influence a jury as to the efficacy of one side or the other. The best expert testimony is capable of cutting through the issues and getting down to the core of what the jury needs to know. This is what separates the best witnesses from the rest. Are they capable of sounding like an authority on the issue while also connecting in a real and personal way with juries? More and more strong experts are out there with just this skill set. They are ready in many respects to turn the tide on a typical case, making a mediocre lawsuit into one that can win.

It is impossible to know what to do in order to win a trial. Too often, trials turn on things that are outside of the control of the litigant or his lawyer. However, the best way to position ones self for success is to have a strong expert witness in the corner, appealing to the sensibilities of the jury. This has proven to be true over time, and it will remain true going forward.

Need New Customers or Clients? Top Tips for Attracting Them

Top Tips for Attracting Them

Owning a business is one of the hardest things anybody can do, and even if you’re a corporation now with dozens of employees it can still be tough going. In fact, every business owner knows that sometimes it’s harder when your company grows and you have more people to support and take care of.

In order to grow, you need to continue attracting new customers and clients. How are you supposed to do that though? There are a few tips that we can give you to make sure your customer and client base continues to grow no matter what size your business is.

Utilize Your Website

As a business owner you already know that your website is an essential tool for keeping your existing customers or clients informed. It’s also a great way to attract new people to your company who will spend money with you. But how do you actually turn visitors of your website into paying customers or clients?

One of the best ways you can do that in today’s economy is to utilize a blog or informational section of your site. By doing that, you’ll be giving people valuable information about your industry without actually pitching them a product. However, what is implied is that products made by your company can help them get the desired effect.

For example, if you make lighting fixtures you could run a home design section of your website. You don’t always have to talk about your products – just home design. After all, lighting is an essential part of good home design, and eventually the information you provide makes you a trusted source and a company your readers want to buy from.

Another aspect of your website and interaction on the internet should be social media. Sites like Twitter, Facebook, Google+ and even LinkedIn are essential ways to connect with new customers and share your brand identity.

Improve Signage

Corporate signage is a huge part of your business to people passing by. Whether you have a great location or not, your sign is the first thing people see when they encounter your physical location, so you want to make it memorable.

Look for signage that shows off your image and tells people very clearly what you do. It should also be visible from landmarks and traffic areas like highways if there are any nearby.