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Saturday , 19 January 2019
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Are You Making These Digital Marketing Mistakes?

Whether you employ a digital marketing agency to take care of all your marketing requirements or you manage it in-house, there are several common mistakes which are made time and again by hotels trying to compete in the online world.  If you want to get ahead of your competitors then you need to make sure that you aren’t making any of these common, but easily remedied, errors:-


1. Poor Interaction on Social Media

You may have taken the first important step in proper hotel digital marketing and signed up for social media accounts but it isn’t enough to just post your content and hope that people see it.  You need to make sure that you are properly engaging with your audience by commenting and replying and building yourselves into their lives so you are the brand that comes to mind when they think about booking a hotel stay.  If you deal with an agency then make sure that they are checking out how your competitors are successfully engaging on social media and that they are doing the same for you.

2. Producing Poor Content

Whilst SEO is not as vital as it once was, it is still important to have fresh content posted regularly on your website, social media channels and blog.  But just repeating the same content over and over isn’t actually going to help boost your hotel’s visibility but is instead going to make you appear spammy.  You need to ensure that any content you post is fresh, creative and interesting.

3. Not Setting Clear Goals

This is particularly important if you are outsourcing your digital marketing and you need to make sure you are getting the best results for your money.  You need to create a campaign which has clear and specific goals so that you can create relevant content and then measure how successful the campaign has been.  This, in turn, can help to influence future campaigns.  Make sure that any data being fed back from an agency is more than just Google Analytics, and is a useful insight into how your campaign fared on social media and with direct bookings too.

4. Failing to Choose the Right Social Media Networks

Although true in many areas, it is particularly true in the world of social media that one channel does not fit all.  It is vital that you know who your target audience is, and which social media network they prefer.  Younger audiences tend to navigate towards Instagram and Snapchat whereas professionals prefer Twitter and LinkedIn.  Knowing which network your target audience utilises means that you can focus your efforts on creating good content for that channel and not for another channel which will only result in less interaction from the customers you want.

5. Getting Too Involved

Interaction is a key part of successful digital marketing but it’s also very important that companies remain a little bit removed.  There are people known as ‘trolls’ who specifically target brands and attempt to ‘call them out’ or cause trouble online.  Whilst you should absolutely respond to any negative issues or complaints a customer may have, you should also be wary of getting into a prolonged conversation with someone who is clearly only out to cause a scene online.

This post was written by

Fergus Brandon – who has written posts on All Here.


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