Close

Cart

Total $0.00

Checkout

by Susan Tucker

Let’s face it; it’s a dog eat dog world out there in digital marketing land. With more and more brands vying for the decreasing attention span of potential customers, it can be easy to lean on click-bait tactics for standing out. Like pugs. Or politics. Or any Kardashian-ish ploy to get people to look. But, these are all mistakes. Big, ‘uge mistakes.

If you’ve fallen victim to any of these content marketing traps, we’re asking you to drop the keyboard, take a step back and get yourself back on track with these no-fail content marketing rules that are certain to help drive inbound sales, and your bottom line.

CONTENT MARKETING RULES FOR THE HOSPITALITY INDUSTRY

Marketing managers and everyone else associated with your brand should JUST SAY NO to….

1.       Pugs! Ok, you don’t really have to say no to pugs exactly. They’re cute, who doesn’t want to see a pug? (I’ll bet you clicked on this article BECAUSE of the pug. You did, didn’t you?) However, they’re not necessarily a content strategy, unless that’s what your customers want to see, of course. Before you jump on the pug party bus, first ask yourself, “Does this align with my brand identity?”, “Is this what would be appealing to our guest personas?” and “What is my goal for sharing this pug pic?” You can’t just throw a pug out there (I mean, I hope you’re not “throwing” a pug out there) without being thoughtful of how it will play into your overall brand goals, how it aligns with your brand voice and most importantly how your target guest personas will receive your messaging.

2.       Politics. I cannot tell you how many times during this most recent election cycle (and still to this day!), I have seen inappropriate, emotionally-charged rants and distasteful memes about politics in my LinkedIn feed. HELLO! This is a major no-no! Not only is your LinkedIn a part of your personal brand – where you are marketing yourself online – you are also an extension of the brand you represent. Your colleagues, clients, prospective clients, past and future employers could all see any negativity and mud-slinging. Even if you aren’t engaging in super negative behavior online, if you express a political stance at all, do you really want to risk alienating potential clients or employers who are equally passionate about their opposing political values? It’s just not worth it. {Rant over}.

3.     Only talking about yourself. Ugh. When you go to a party, and you get stuck in a one-sided conversation with someone, doesn’t that irritate you? It certainly does me! Nobody likes people who talk about themselves all the time. Same goes for brands. When creating a content strategy, behave like you do in real social situations. Not every blog post or social media interaction should be sales-focused. Lead with value, and they will come.

4.      Giving up too soon. We get it, you want results, and you want results now! But, hang on a minute mister. Building lasting relationships doesn’t work like that. Content marketing tactics take time, and the quality of the end result more than pays for itself. You don’t want a fling, you want a love that’s going to last. And, we all know that finding your lifelong love and building that relationship takes time. End of story.

5.      Not identifying the needs of your audience and creating content that supports those needs. The more you listen, the more you understand how you can provide value to your prospects. They’ll come, they’ll engage, they’ll become your forever fans! For example, we recently identified that multi-generational travel to Disney World can be a challenge. So, for The Grove Resort & Spa, we created an article on tips for vacationing with the grandparents that has become the third most popular post!

Content marketing is a delicate balance of delivering the kind of information your customers will find valuable, producing great leads, and even greater sales. It’s about building trust, authority and delivering a level of transparency that modern travelers are seeking. Finding the perfect mix for your brand is going to be a bit of trial and error. It’s testing and—well, more testing, and finding creative ways to share your story without cheap click-bait tactics.

I hope you’ve found these content marketing “rules” helpful as you venture on your inbound sales journey. And, as always, feel free to reach out with any challenges you may face.

About Susan Tucker

Susan brings her experience and enthusiasm as Director of Digital Strategy. A certified Inbound Marketing professional, she believes consumers should not be “sold to” but that they should find value in brands that are providing the products and services they are seeking. Outside of work, you can find her chasing her boys on the ski slopes or watching them on the sidelines of the soccer field.

About Lure Agency

Lure Agency, is a full-service boutique branding and inbound marketing agency with a passion for lifestyle brands including hospitality, food and beverage, spa, health & wellness and retail luxury. The agency’s goal is bold, yet simple: to raise ROI and revenue for its clients. Lure Agency partners with clients across the nation and around the world, has received numerous industry awards and has appeared on Travel Channel’s “Hotel Impossible” for its industry insights. For more information, on Lure Agency, visit www.lureagency.com.

Contact: Amber Berg

amber@lureagency.com / 619.273.5100 Ext. 4

Related News

Tambourine Shares Hotel Digital Talent: Why Is It so Hard to Find?

Milestone Launches "True" Mobile First Hotel Website Design

Hotels Should Already be Planning Their 2018 Summer Marketing Campaign, According to Industry Experts

HEBS Digital Wins 5 WebAwards for Industry-Leading Technology and Design

Benchmark's Wanderlust Lifestyle Travel Guide Takes Top Honors in "Best Digital Marketing Campaign" Category at the 2017 INDIE Awards

Must-Read Whitepaper Available: The Smart Hotelier’s Guide to 2018 Digital Marketing & Technology Budget Planning

Lodging Interactive Launches End of Summer Website Sale

How to Be Successful with Google Hotel Ads & Hotel Meta Search

5 Perks of Using Search Keywords in Display Advertising Targeting

How Can You Make the Most Out of Your Digital Marketing Plan in 2018?

Bottom Line Impact – Is Your Digital Marketing ROI Truly Impacting Your Hotel’s NOI?

Lodging Interactive Launches Stay.Play.Explore Local Sites Inspiring Travelers to Live Like a Local

Book the Date: Milestone Webinar on Keys to Planning Your 2018 Digital Marketing Budget

How Your Hotel Can Win in a Mobile First World

TravelClick Awarded Three “Best in Class” Wins at 2017 Interactive Advertising Competition

Accubase Simplifies Hotel Marketing and Technology Solutions with Acculists

HeBS Digital Launches Enhanced Brand Website for RLHC, Featuring Over 1,100 Properties and 14 Brands

If You Missed It: Google Webinar on Monetizing the Customer Journey Now Available On Demand

Accubase Introduces Core Services for the Hospitality Industry

Don't Miss Milestone and Google Webinar on Monetizing the Customer Journey by Optimizing Marketing Spend

All News »

Please login or register to post a comment.