This blog post will explain the reasons why your brand needs an online marketing strategy to effectively promote themselves online and get results.
Having a strong online presence is vital in order to reach more potential guests, grow your brand and increase direct bookings. Online platforms such as social media, blog and email are fantastic ways of showcasing your brand experience and engaging with travellers online however it’s not just a matter of creating an Instagram account and posting photos – you need a clear plan with ambitious yet achievable goals.
You need a strategy.
You wouldn’t set off on a road trip without a map (we hope!) so why start posting content online without any idea of the value it has for your brand? A strategy allows you to outline your business goals, the marketing tactics you can use to achieve them and the key metrics to help you determine the success of your marketing efforts. From increasing the number of direct bookings you receive via your website to boosting brand awareness to a wider audience, a strategy will set you on the right path to achieve your goals.
So, why do you actually need an online marketing strategy for your brand?
Taking the time to create a strategy with objectives and effective ways you can achieve them online provides a guideline for you and your team. It allows those that share content on your digital platforms to get a much better understanding on what to post, when to post it and why they are actually spending the time doing it.
Using digital marketing platforms without a strategy can be counterproductive because you will find yourself spending time on things for the sake of it rather than with an actual aim in mind for your post. While this approach may work in the early days when you have plenty of new information to share, it is not sustainable or efficient and is highly unlikely to help you reach your long-term business goals.
A strategy also allows you to stay on track and post consistent, relevant content on your online platforms. The millennial traveller has grown up online so is used to following and finding businesses on the internet. They use social media and blogs to help them decide where to travel next and where to stay when they do – this means it’s vital that your hostel is visible to them, your online brand is strong and your posts grab they attention. A strategy will help you achieve this.
How do you use a digital marketing strategy and put writing into action?
In your strategy, split up your goals into into business objectives, online marketing objectives and tactics to achieve these aims. It’s important for you and your team to understand this strategy, your tactics and how you will work towards your goals.
At the beginning, don’t feel afraid to experiment with something new or different because this is the only way you will learn what works – and what doesn’t – when trying to reach your potential audience online.
If you are feeling overwhelmed when looking at your strategy and are not sure where to start, don’t worry. Think about reading a guest review after their stay and work backwards to where you first receive their booking confirmation.
- What do you want them to say to their friends after leaving your hostel?
- How do you want them to feel as they check out?
- What do you want the first words that spring to their mind about their experience with you to be?
Next steps…
Before you share one more post on Instagram or send an email to your past guests, sit down and think what you want to achieve with your digital marketing for your hostel. You can think about the next three, six or twelve months if you like – it is totally up to you – and your objectives can change as you test out different things and find out what works best for you.
Having a clear strategy will save you time and enable you to get the most out of the online platforms best suited for your hostel and its objectives. It is the best way to make sure you are getting the most out of the work you put in to building your online presence, increasing your direct bookings and boosting your revenue.
So, what are you waiting for? Get writing…
If you would like support with developing a digital marketing strategy or you aren’t sure what you need to include, get in touch – we’d love to chat with you about how we can help…
