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Foundations of Digital Marketing - INNsight

Learn how INNsight's Digital Marketing Services and Software for the Hospitality Industry can help drive your business operations with efficiency. https://isuite.innsight.com/

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Foundations of Digital Marketing - INNsight

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  1. Foundations of Your Digital Marketing and Driving Your Direct Revenue

  2. Our Agenda • Website Design and Development • Search Engine Optimization • Local Listing Optimization • Reputation Management • Social Media Management • Email Marketing • Adwords Management

  3. You Need To Have a Solid Foundation • A poor initial setup can really hurt your search results • Not having a solid foundation can have a domino affect bringing lower results when doing social media management, blogs, Adspend, etc… • Technology is always changing so you need to stay up to date with the latest trends

  4. Website Design and Development • Adaptive to Responsive Design – Ever Changing Landscape of Technology • User Experience and Usability – Making Sure that when some lands on your website they are able to check rates and book easily • HTTPS – SSL Website Security • ADA Title III and WCAG 2.1 for Website Accessibility • What drives conversions: Hi-Res Property Images, Property Videos, Specials, Discounts, Deals, and a Rate Differential.

  5. Search Engine Optimization • What do search engines look for? They want to be able to display to the world what your hotel website is trying to market • Before launching your new website you need to make sure that your website is setup correctly with good quality content, Meta Tags, H1 Titles, H2 Titles, Sitemap, 301 redirects, schema markups, FAQs, and Alt Tags.

  6. Search Engine Optimization

  7. Search Engine Optimization

  8. Search Engine Optimization • Ongoing SEO WORK • Blogs • Quality Link Building • There is a reason that a lot of the big companies like TripAdvisor, Yelp, Booking, and Expedia are linked in the top search results. • Directory Submissions and Book Markings

  9. Local Listing Optimization • Having consistency is key with your local listings (Google, Bing, Yahoo, Yelp, Trip Advisor, Booking.com, Expedia, etc…) • Your Name • Address • Phone Number • Email Address • Website URL

  10. Reputation Management • Have a system in place that drives positive reviews and filter out potential negative reviews. • Reply to all of your reviews and in the response make sure you tell the guest to book direct for the lowest rates. This will help drive more direct bookings and traffic to your website.

  11. Social Media Management • Showcase your Business on Social Media • Keep Your Business Social Media Fresh and link the posts back to your website • Likes and Followers - Popularity on Social Media • Make sure you hotel’s WiFi redirects guest to your hotels facebook page instead of your Hotel Website

  12. Email Marketing • Make sure your booking engine allows guest to subscribe to your email subscription • Send Monthly Marketing Emails and drive people to book directly on your hotels website.

  13. Adwords Management • Google Adwords is a good way to help drive more direct traffic by bidding on keywords • Make sure your booking engine allows you to add the Google Adwords tracking code so you can track the ROI.

  14. Offline vs Online Marketing • Advertisement on print media • Signage and logos • Print Collateral: Business Cards, Brochures, Rack Cards, Key Cards, Note Pads, Pens, Door Hangers • Visitor’s Center Presence

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