The world’s gone social media crazy tweeting this, facebooking that and blogging whatever and whenever we can! But look a little deeper in to this albeit fickle (on the outside) communication revolution and you’ll find an incredibly exciting marketing opportunity for hoteliers.
Whilst some of us may already have a twitter account or perhaps even a Facebook page, the fact remains that these marketing mediums are relatively untouched in the industry simply because we either don’t have a dickie what to do with it all, or possibly because there simply isn’t enough time in the day to run a hotel and put time into something with no any proven rewards.
Well, the good news is that after reading this article you’ll hopefully have a better understanding of what social media is all about, and more to the point, how a hotelier should be making the most of it in order to fill more beds.
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The importance of blogs within the Travel Industry is set to increase over the next few years. Changes in the way content is aggregated across search engines and social media will push companies towards placing blogs and social networking at the forefront of their online marketing strategies.
Whether you have a blog already or you’re thinking about integrating one, this article aims to give you crucial insights into using corporate blogging as an incredibly powerful marketing tool.
Here are our 7 essential tips to corporate blogging:
Step 1 - Choose your blog platform
There’s a wide variety of choice out there when it comes to blogging platforms. We recommend Wordpress, which offers many thousands of easy to use plugins for bespoke functionality. The blog should ideally be integrated into your website as a Sub Domain (e.g. http://www.mytravelagency.com/blog). Other blogging platforms to consider might be Drupal, Typepad or Expression Engine.
Step 2 - The Content Strategy
Many blogs fail because they have been insufficiently planned. A content strategy should essentially lists out; who is going to write editorial, how the blog will be promoted, principal topics, content ideas, regularity of content posting, which other blogs to align with, what keywords are to be targeted. Read on and this will make more sense!
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A detailed look at the alarming trend in bloggers charging PRs for exposure.
We recently undertook an online PR campaign for a prominent fashion brand, the task to seed a movie teaser around a new collection being launched. The movie was good, inspiring and on the whole, better than the vast majority you typically find in YouTube’s vaults!
Over the past 3 years we’ve been responsible for successfully promoting over 30 viral movies and have been noticing an increasingly alarming trend when it comes to around 50% of bloggers reaction to seeding…!
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So… you’ve decided to embrace social media for all it is, starting with your own corporate blog that’s going to drive you tons more traffic, increase conversions/enquiries, and catapult the company firmly into the future of communications.
BUT you need to decide who’s going to write the thing… your time as a business owner or marketer is too valuable to spend on something with mid-longer term ROI so you have to consider handing over the reins to a colleague (who is just as busy) or outsourcing to a professional agency who can generate the best possible returns for you.
Well, if you are considering getting the troops in the office to do it you may want to read the below, then consider why it’s really not such a great idea to keep it in house:
Too much personality
Expressing personality on your blog is a good thing right? Yes, but too much of it can actually damage your brand. Consider for a moment why you decided to set up a blog in the first place – engage with your prospects, suppliers, clients… and anyone else who happens to come across your brand. If they read something that is potentially a little too friendly, edgy or uneducated then it will reflect on your brand, NOT the individual who wrote it. Without guidelines and rules you’re in danger of wasting your time, money and risking your brand name.
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