Written by: Cristina García
Creating content is the fundamental key of any Inbound Marketing strategy. But generating any kind of content without a global purpose… it does not make any sense. As you can see, the content you publish in the blog section of your hotel website, as well as the one you generate for your social media networks, is vital to attract visitors.
But, you might wonder, what's next? The answer is more content, but with another format and purpose. Think that the next step in the strategy is to convert visits into leads, that is, into sales opportunities. And the chances are those could then become direct bookings.
How? Keep reading and you’ll learn how.
Call-to-actions, found on the web, in blogs, even in emails, are buttons or banners that promote a content offering in exchange for your visitors’ contact information. Therefore, these CTAs focus on the Conversion stage of the Inbound Methodology.
In this conversion process, the visitor first clicks on a CTA to get the valuable content offer that is attractive and interesting. This call-to-action takes this user to a landing page, where they fill out a form with their contact details.
The important thing when it comes to converting the unknown visitor into a known lead is to get his email. But as you can see, the CTA and the content offer behind it is what grab their attention first. What calls to the action of exchanging personal information for content.
Although the answer is simple (using your buyer personas on their traveler's journey cycle), the process is not so easy. You have to pay attention on what content you offer them. Will it be an eBook, guide, interactive map, even an app? Regardless of the format, the content must be relevant enough to make an exchange.
Think you have to meet a need. Imagine that some user discovered your blog due to a post in which you talk about the gastronomy in your hotel’s area. What content offer could you give him? Perhaps a guide with the restaurants of gastronomic cuisine, a video that shows a cultural trip day that includes where and what to eat. There is no one who knows your buyers personas better than you. Prove that to them.
CTAs are one of your website assets. And because of its importance you must take into account the best practices to create them:
We want visitors to download an eBook, watch a video, etc. To do so, use short texts and clear and direct action verbs ("Download", "Get it"). For example, in the following image you can see the distribution of CTA buttons, which can be useful even without content behind.
For example, a CTA in a blog post can incorporate the keyword of the content to be offered. An offer that could be related to the same blog post in which you include the CTA. The same keyword that the user will later recognize on the landing page.
Design a CTA that can stand out (by following your hotel’s branding guidelines) to create visual interest that encourages visitors to consume your content. For this reason, you must take into account the design and navigation preferences of your buyer personas.
CTAs must be well integrated into your hotel website. That is, they have to logically fit with the rest of the pages. That way your user will easily recognize them. For example, in a blog post, is logical to place a CTA at the end, as if it were the next step.
On the other hand, you can include CTAs in the blog section sidebar to promote your latest offers or upcoming events to a greater number of readers. In an email, the CTA can be placed where it draws attention, without causing distractions.
Promoting the conversion of leads into customers is your goal, not your readers’. So make sure they can read your content easily and convert if they choose to do so.
When analyzing the effectiveness of a CTA, you can set a goal of 1-2% of click-through rate, that is, the percentage of people how clicked when they saw the content in your publications. The goal of clicks with form submissions on your landing pages should be 10%; For example, if 50 people saw your landing page, 5 filled out the form. Do not forget to try to change the CTAs, to get to know better your buyer personas preferences.