Written by: Cristina García
The goal of any business is to get customers, right? You, as a hotelier, are looking to increase your portfolio of potential clients so that, at some point, they become real guests and, in this way, bost your hotel's occupancy via direct bookings.
To get these potential customers, we must know very well how our guest profile is, that is, our buyer personas (semi-fictional profiles of our customers). If you want to learn more about buyer-personas profiles, you can do it in this blog post.
When we have defined who our potential clients are (families with young children, young couples, etc), we must attract them to us. Yes, exactly, you're reading just it. The customer must be the one who comes to you. With Inbound Marketing we stop persecuting the customer to be found by him. Inbound Marketing strategies consist of providing the right content to the right customer at the right time and in the right place.
Inbound Marketing strategies will also allow you to rank for a better position in the search engine result pages (SERPs) and connect with your customers, creating a long-term relationship with them.
Once we clearly know how our customers are, we can generate content suitable for them. What would they look for in the Internet? Write about it.
But not only the content we offer is important, but also when and where we offer it.
Not all your potential customers are at the same stage in their buying process. Maybe some of them are just thinking about when to go on holiday or where and othershave already booked their flying tickets and what they are looking for is to book an accommodation.
This buying cycle process is also known as the traveller's journey. Depending on when within this journey your potential client is, he will be looking for one or another content. That is why it is important that you take into account all these stages to offer interesting content in every single one, according to your buyer persona preferences.
Do your guests spend many hours daily on Facebook? Then, without a doubt, this is a channel in which your hotel should spend time and effort.
You'll be wondering how to get this information. On the one hand, if you have created the profiles of your buyer-personas, you should know if your contacts connect to one network or another to look for information, if they spend a lot of time on social media platforms, etc.
But there are more! With a powerful CRM you will be able to identify which channels your visits come from, how your users behave and, therefore, you will be able to act accordingly.
Maybe you are investing a lot of effort on a social network that really is not right or your keywords are not working very well in organic search and you should look for others. A CRM can offer you this kind of information and help you to improve your marketing actions.
Por supuesto, la tarea no termina aquí. Una vez hemos conseguido identificar quiénes son nuestros potenciales clientes, les hemos ofrecido contenido suficientemente interesante para que se conviertan en leads (oportunidades de venta) y, por lo tanto, contamos con su contacto... ¡Exacto! Ahora toca convertirlos en clientes y, para rematar, en promotores de nuestro hotel.
Of course, the work is not finished yet. Once we have been able to identify who our potential customers are, then we have offered them content that is interesting enough to turn them into leads and therefore we have their contact information... Now! Now it's about time to convert them into clients and, to top it off, promoters of our hotel's band.
We all want to feel special and your guests will be no less. So it is very important that all messages are addressed to them, that is, content must be personalized. Did they visit your hotel on a special date like, for instance, their wedding anniversary? I hope you have noted this important fact in your CRM! If you have done so, you can invite them on those same dates next year, reminding them that they visited your hotel for their anniversary, how an amazing they spent and, in addition, that they can prepare something special to surprise their partner. Who could they refuse such a personalized offer?
Of course not all your messages will be so specific, but what is clear is that you cannot send a family offer to a couple without children, or vice versa, an Adults Only stay discount for a family that always travels with their children.
By including all your customers' data in your CRM, you can know their habits and act accordingly. You can create automations to take care of the users of your database. For example, by sending a promotional code to your Premium customers, or by congratulating birthdays by offering a discount as a gift.
Or you can go much further and create more personalized workflows, depending on how the user interacts with your website. In this post you can learn more about workflows.
Targeting your customers is just as important as personalization. With your CRM you can set guidelines for sending personalized offers according to each type of customer, when each market needs it. Get ahead of your guests' wishes and get the loyalty!