How to Create an Inbound Marketing Strategy for a Hotel

Posted by on Mar 9, 2020 in Inbound Marketing |

It’s 2020. Guests don’t want to have information pushed in their faces. They want to be drawn to a hotel because it’s the right fit for them. But in a heavily saturated industry, how do you simultaneously increase brand visibility while advertising your services to people who actually want to stay at your hotel? With inbound marketing. Tactics to include in your Inbound marketing strategy   Understand SEO 88% of guests prefer to book a hotel online. If guests can’t find you there, your hotel won’t get booked. SEO strategies can help improve brand visibility and Google ranking. Create a social media presence One in every three people are active on a social media platform. What better way to advertise your hotel than with a strong social media presence? A social media presence helps potential guests understand your brand and determine your trustworthiness based on your engagement. Blog Contentis king. It can come in many forms, but blog posts are a fantastic way to show off industry knowledge, exhibit social proof and increase brand engagement. On top of that, SEO optimised blog posts can help you generate new leads for months- even years- to come. Social proof Guests don’t care what you have to say about your hotel because- of course- you’re biased. They want to hear what other people have to say about their experience at your hotel. Collect social proof in the form of social media likes, customer reviews, video testimonials and celebrity and influencer endorsements. If you want to create a seamless inbound marketing strategy for your hotel using proven techniques to drive results, then you should work with a digital marketing agency. Let us worry about your inbound marketing so you can focus all of your time on your guests. And with the right strategy, they’ll be booking in droves! Contact us today. Please follow and like...

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How to Make the Most out of Google Ads Automation

Posted by on Mar 2, 2020 in Digital Media Marketing |

Google ads automation can revolutionise your PPC strategy. Digital marketing trends are changing and leaning heavily towards automation- but that’s not something you should be afraid of! In fact, automation only makes your job easier. By automating features of your Google Ads campaigns, you can see business insights and increase conversion rates with minimal time spent online. As digital marketing experts  well-versed in Google Ads automation, let us give you a few tips. Tips and tricks to make the most out of Google Ads automation Define your objectives Google’s algorithm can only provide you with valuable information if it knows what information is valuable to you. The best way to ensure that you and Google Ads are on the same page is to perfect your tracking. Use Google Tag Manager to tell Google which actions you care about so it can tell you what you want to know- and deliver relevant results. Try smart bidding Smart bidding is no longer reserved for large, high-budget campaigns. This automation feature is extremely helpful because it can bid on campaigns for you. If you’re a newbie, be sure to start small and utilise bid caps. Use close variants Close variants can help you identify variations of your target keywords that are just as effective, but at a more affordable CPC. It may seem daunting to change your keyword strategy, but doing so with Google Ads automation will help you identify customer value and reassess your investments. Google Ads automation is helpful, but we know that it- along with other SEO and digital marketing strategies- can be confusing. Don’t waste your valuable time by spending hours trying to learn all you can about PPC ads and automation. Instead, contact us today and let us use our tested and proven strategies to grow your business. Please follow and like...

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How to Create Great Inbound Marketing Content

Posted by on Feb 24, 2020 in Articles, Inbound Marketing |

Inbound marketing is different from the old ways of disruptive marketing (or outbound marketing). The reason is that instead of bashing the audience over the head with what you want to tell them, inbound marketing focuses on understanding what your audience needs as well as when the best time would be to give it to them.    6 Tips for Creating Great Inbound Marketing Content 1. Know Your Audience You can’t get away with not understanding your audience when it comes to inbound marketing. Knowing your audience will help you to approach them with both the content and solutions they need at a time when they will be most receptive to it, which will give you better returns on your content creation efforts.  If you create content for an audience you don’t know and understand, you might as well be looking for a needle in a very big haystack, hoping that someone who sees your content will react positively to it. Instead, you should focus on getting to know your audience through research. Your research should cover aspects such as: Their likes and dislikes,  What they need,  How and where they interact, and  What your competitors are doing for the audience.  This will give you valuable and time-saving insights to create content your audience will love.  Tip: Get to know your audience 2. Building Trust Now that you know your audience, you’ll have a good grip not only on what makes them tick, but also about what will be likely to build trust for your brand. When you build trust with your audience, they will be more inclined to share your content and recommend your service or product to their loved ones, thereby reaching a wider audience and potential client pool.  Content that builds trust is authoritative, well-researched, relevant and updated regularly. Good, authoritative content gets shared and linked back too. All this serves to show Google that you are trustworthy and, as a result, will help you to climb the search engine rankings, leading to wider exposure and better brand reputation. Tip: Earn trust with authoritative content 3. Don’t Fake It Because You Won’t Make It Inbound marketing content relies on making connections with your audience through your online presence and, therefore, authenticity is the key to making lasting connections. It is easy to see through the spammy, fake interactions that try to force engagement with some scheme. Besides, most people don’t fall for it in the long run. The key is to balance professionalism with letting the human side of the business shine through. You can be real and fun and professional all at once, and that is something your audience will respond to. Tip: Be real...

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Local SEO – Your Best Inbound Marketing Investment for 2020

Posted by on Jan 13, 2020 in Inbound Marketing, SEO |

Because inbound marketing is all about creating connections that provide your audience with valuable content that solves their problems, it makes sense that local SEO plays a large role in inbound marketing. When businesses can reach local audiences, they create valuable interactions that benefit both the client and business equally.  Why Local SEO Should Be Your Inbound Marketing Focus for 2020:  It is more important than ever to be within reach of local audiences, and the key to visibility is local SEO. Different studies estimate the percentage of searches for local businesses to be around 46%, and since 2018, searches containing the words “near me” have more than doubled. Here are four reasons why local SEO should be a major focus for your business in 2020: Local Is the New Global There has been a significant shift towards sustainable consumerism in the last decade, bringing local businesses to the forefront. As audiences are becoming more aware of the environmental impact of their purchases, businesses are seeing an upswing in support from local communities. Instead of desiring globally produced items, consumers are seeking local alternatives to alleviate their impact on the environment while satisfying their buying needs. Google’s Algorithm Instead of driving traffic to websites based purely on their ad spend, Google will rank businesses based on a blended algorithm. This algorithm looks at your web results (including content, website design and link building), reviews from customers and proximity to the search query. Businesses with good quality content, higher engagement rates and better reviews get higher rankings in localised searches. This means that building authentic connections with local audiences should be taking precedence over massive budgets spent on pushing PPC ads towards audiences.  Local Is Valuable Your business needs to feature on local directory sites because directory listings are ranked second only to Map Pack results in search engine rankings. This means that Google will firstly show results on the local map, and then feature directories like TripAdvisor, Snupit and Yellow Pages that include businesses related to a specific keyword.  Best SEO practices are still very relevant for local SEO with some SEO experts estimating that 92% of customers will pick a business to support from the first page of local results. In order to benefit from local directories, you will need to appear fairly high in the organic results to attract their attention.  Different Types of Searches Search engines are allowing people to search in different ways. Google now allows longer search terms for voice searches and completes geo modifiers for their customers. This means that customers can merely type in what they are looking for instead of adding a location. Benign terms are also being used more frequently,...

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Putting Google and Facebook’s Free Attribution Tools to Work

Posted by on Jan 7, 2020 in Digital Media Marketing |

With so many digital marketing tools available, marketers have more data than they can make sense of. Trying to synthesise all this data and to draw useful insights from it is a challenging job. Thanks to the free attribution tools now offered by the two major advertising platforms, combining data and tracking progress across the tools available from the two platforms can now be accomplished with a few clicks. Google, arguably the world’s largest online advertising platform, pioneered the use of attribution tools, which they made free to use. The Google Attribution tool pulls data from the search giant’s stable of reporting tools, which include Google Ads, Google Analytics, Google Search Ads 360 as well as Google Data Studio. Facebook, the world’s second-largest online advertising platform later followed suit with its own free attribution tool. Are you using these free attribution tools to improve your reporting and to optimize your online marketing efforts? You should be. Here are three tips to help you get the most out of these tools: Know what Each Platform Offers  For instance, in terms of cross-platform attribution, Google’s attribution services are limited to Google properties and Facebook clicks (but not impressions), while Facebook’s attributions allow for insights into multiple partners, although there are some major social platforms missing. The services also differ drastically in terms of verifiability. For example, Google’s attribution services’ verifiability capability is low due to the fact that data is confined within the Google-owned ad network. Facebook’s attribution services are somewhat better because cross-platform capabilities enable cross-referencing.  Don’t Waste Any More Time. Get Started NOW  You definitely do not want to put off embracing the power of either Google or Facebook’s free attribution services. This is especially true for Facebook, as the tool will not have access to any historical data after set-up has taken place. In short, the tool will only track from the day that you set it up going forward. So, do not wait!  Seek Professional Help  Optimising Google and Facebook’s free attribution services for your business can be challenging if you are not familiar with social media marketing in general. In this case, it can be endlessly beneficial to enlist the help of a digital marketing professional to assist you in getting the hang of it.  Here at WSI OMS, we help businesses put the combined attributes of digital marketing, PPC, social media marketing strategy and SEO to work. Used with the eminently useful free attribution tools from Google and Facebook, they have the power to supercharge your marketing and position your brand ahead of your competitors. Contact us today to learn how to put attribution tools to work. Please follow and like...

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