Written by: Cristina García
A strong and healthy hotel website is what every hotelier wants. And today there are several strategies that can strengthen the muscles of your website. One of the most important is blogging. Think of it as the workout that your hotel website has to do regularly to achieve the goals that your company has marked, among them, to attract your future guests.
Blogging, like any other workout, should be properly done. Good practices are good for a reason. We don’t want you to suffer any injuries, so first pay attention:
Always direct your content to your buyer personas, the potential customers that you must keep in mind throughout your Inbound marketing strategy.
And which Traveler’s Journey (dreaming, planning and booking) stage they are in. That is the buying cycle stage of every single buyer persona your hotel has.
Make a list of topics and when you choose one, analyze the keywords. Remember how important is SEO.
Write valuable and informative content in order to answer the questions and curiosities of your potential customers.
And be sure to talk about a relevant topic that can meet their consumption needs.
Investigate the trends of the travel industry and what tourism related content is consumed in social media networks.
Choose a topic to focus on each blog post, that way it would be easier to read for users and search engines.
Include a long-tail keyword in the title that is based on the chosen topic.
Make clear the value of your post in the title. Sets the right expectations for the reader.
Keep the title below 60 characters so that way search engines won’t cut it in SERPs.
Use blank spaces and short paragraphs. This allows the visitor to focus more on the content.
Use section headings, bullets, or lists to divide the information.
Emphasize important information in bold. By stressing the key point you will help your readers too.
Include images to split text visually. Place an image (which has to be relate to your post content) at the top to appeal your visitors. For example, if you talk about your destination excursions, you should include photos of this activity.
Optimize the post around the long-tail keyword: use it in the URL, title, alt-text of the images, body and headings... Remember you can also use variations.
Include one or two relevant internal and external links in the same content.
As traffic increases on your hotel website, so will do the chance to generate more leads, your direct sales opportunity. Use the blog to strategically promote your content offers: interactive maps or modern travel guides of restaurants, water parks, museums and monuments, bars and nightlife, etc. Anything that might be interesting to your potential guests, even if you have a destination app.
Think that content offers are more specialized, since they complete the information that your potential customers need. In return theses users will give you their contact details, as long as they think your offers worth it. Then in order to make these offers visible on your pages for your users, you have to:
Include calls to action (CTAs) in the sidebar of your blog section, where all your posts appear.
And more important, include CTAs at the end of each publication. A CTA that leads to a specific page (landing page) where to explain what this offer is about and in where you have to include a subscription form to get it.
Make internal links to your own blog posts. So if a user is interested in that topic he can continue reading another of your posts.
Take advantage of your website. Promote the most popular or recent post on you web’s home and add the blog section in the menu. In this blog section, include those posts in the sidebar or have them appear with search filters. And if your hotel website has pages where you talk about the destination; you should include the related posts too.
Share your posts on social networks. Promote them in your social profiles when they are published and also if they remain relevant after a while. Includes social sharing buttons on each post. In this way, you will promote the interest and value of your publication.
Promote publications via email. Segment your current contact list and send newsletters that include the relevant posts as you've targeted them.
In order to determine how you are doing and how you can improve:
Check the number of visits per published post, to analyze which ones worked the best.
Filter your most popular articles by campaign or promotion channel (blog, social networks, etc.) and make sure that you boost those that need more effort.
Check the number of calls to action (CTA) clicks at the end of each blog post to make sure they work.
Remember that your blogging strategy allows you to excel as an expert in your industry. As the number of your articles increases, so will the trust and credibility among users. In addition, every time you make a new blog post you will also be creating a new page with relevant keywords that will help you to rank in Google’s SERPs. Obviously, all this will boost your hotel’s website traffic.