So, what exactly is inbound marketing?
- Traditional marketing involves print ads, brochures and other promotional materials to spread the word about your business.
- Inbound marketing utilises the internet to educate your potential customers, builds trust, informs them, and then continues to stay in touch with them so they’ll tell all their contacts to win you even more business.
Inbound Marketing is closely connected to Online Branding!
Inbound marketing is a long-term process that will pull in the customers you’re looking for. Although it can take more time to get started, once you’ve set it up properly, your material continues to stay out there, being shared and searched for indefinitely, so it continues to have an effect with zero extra expenditure.
In short, inbound marketing comprises three key components, which are:
Social Media Marketing
Social media marketing uses platforms like Facebook, Twitter, Instagram etc. to bring you into contact with potential customers. The use of social media is an absolute must for business branding. A strong social media presence is an effective way to showcase your venue and build its reputation. By regularly updating customers, they subconsciously start to view your venue as the place to stay.
Content creation is vital in today’s online world. It’s all about the content featured on your website, such as optimised web text, blog posts and more. To make the most of this form of marketing, you’ll need to understand what content your target guest is looking for, create content that matches their needs, and make it easy for them to share it. Make it useful for people and for Google!
Website optimisation (Search Engine Optimisation) refers to a range of techniques used to boost traffic to your hotel or venue website, by improving ranking on SERPs (Search Engine Result Pages). Where your website ranks on Google and the Yahoo! Bing Network is important, as the higher you’re placed organically, the more likely people will click through to visit your site – resulting in increased revenue.
Is Inbound Marketing Right for You?
Traditional marketing (outbound marketing) isn’t just limited to ‘old-style’ methods such as flyers, print advertising and radio ads. It can also be digital, for example, email campaigns and Google ads, proving that the distinction between ‘old’ and ‘new’ is not quite as clear-cut as people might think!
Inbound marketing boosts visibility for your business and draws traffic to your website, but is a more passive process. Traditional (outbound) marketing is more focused, and proactively seeks out new clientele.
However, whilst inbound marketing is enjoying the reputation of being the more successful and cost-effective approach of the two, the fact is, until your target audience knows your business and trusts it, there’s actually very little inbound marketing taking place. Inbound marketing isn’t about speedily picking up bookings! It’s about developing relationships with customers over time. Outbound marketing is often the more effective method to get you started. So, if you want the greatest result, blending the two approaches into your marketing plan is a really good idea.