What makes your business remarkable, what gives you the edge?
I look at many hotel websites, I look after them and help with their marketing. This means I am always looking at tourism related websites. So I look at them from a view of making a booking and for research.
One of the things that is really becoming apparent, is how many of them are starting to look the same. Fantastic pictures of food, artistic pictures of rooms, all done up as you would expect to look, with beautiful and stylish interiors.
However, the problem with this from the perspective of your potential guests, is that they will only be on your website for literally 30-40 seconds before they move on.
What makes you stand out from what your competitors do? What will make someone choose your hotel?
Is it going to be your offers? Your Facilities? Or is it going to be your location?
When people book somewhere, like a hotel, they are looking for an experience. What is it that makes you remarkable? For many people it will be your actual location – people buy with their eyes.
When you look at this video, you can see the sea in the background. So, some of you might be thinking “I might listen to Phil”, and some of you might be thinking “Where is that beach, I want to go!”
So, many times your location will be what makes you remarkable and different from your competition.
Social Media is now a big part of SEO, just as Blogging is part of your content strategy.
Here are my thoughts for rest of the year.
The Social Media News Feed
This is now where everyone is hanging out (and on Mobile). If one of your guests has 500 friends who each have 500 friends, then you have access to 250,000 leads who will take more notice if a post is recommended by someone they know and trust.
The news feed is where people go to for latest news in their community, their interests and their friends.
Social Media shows you what you want before you think to ask (i.e. use Google Search).
Tone of Voice
Professional and corporate accounts are not going to dominate news feeds – you need to ensure you develop representative personalities for your brands.
Users trust the people providing information in their feeds, especially if they can interact and feel they know the face behind the logo.
Google Search will not be the platform to deliver quality viewers in the future. Quality viewers will come to your website via social media news feeds and online word of mouth as people scan theirs feeds and friends.
When people find you via Google you still have to prove you are the best choice. A popular social media post with good interaction and shares can tell people immediately that you are worth it.
Content is King (Not Anymore)
Information is no longer valuable and we have to accept that unless you are a scientist on the verge of a major discovery that what we say on our website is being said in a similar way by others in our field. So your focus has to be on context and how we position ourselves.
Be Authentic and Build Trust
Social Media posts should not just be about your offers or brand, you should also;
Talk about your passions – location – food – people etc.
Talk about other things that your fans might like
Promote other people / businesses in your area
Post tips and advice
Know who your posts are for
Start with the benefits – (endless scrolling does not work)
Let your fans share their photos and experiences
Now a key part of any marketing strategy. The targeting on Facebook is fantastic and Ads can be shown to separate audiences as you experiment with different posts. So if you want to target women living within 40km of Truro on their mobiles who like eating out, you can. Facebook Ads work better than promoted posts.
If you want to be on the 1st page on Google on a mobile, then these are essential as the 1st page of results are now all Ads. People still tend to avoid ads on a desktop but on mobile they just want the fastest results.
As I have mentioned many times, video is the best way to gain trust and get shares and interaction. What is also happening this year is that people are watching more video on their mobiles with the sound off. So adding sub-titles or text is now very important. Facebook make it easy to add a link.
Hashtags / Links in Facebook
All social media platforms have a search facility and Facebook search is certainly improving. I would recommend adding a maximum number of three hashtags and always a link back to a Blog post or the main website.
Should you use your own Hashtags? Unless it’s a household name or you are a TV program I would say not. Use Hashtags that people are actually searching for. The whole point of any hashtag is to get discovered.
If you need any help or advice for your business please get in touch.
You can now upload up to 140 seconds of video direct to Twitter. This is up from the previous limit of 30 seconds.
It is very easy to edit your clip within Twitter if you want to make it shorter. You can do this via your desktop or the mobile App. Videos play automatically and this is a much better option than sharing from YouTube.
In other news you can now also Re-Tweet you own tweets. This is also a good move, especially if you have an offer running and you want to promote it again the following week.
If you need any help with your social media strategy then please get in touch
This was a large project for Self Catering Agency Lindford House.
The brief for this site was that the client wanted to be able to update the website themselves if required, add online availability and be mobile friendly. The client also wanted to enter the world of social media so we also set up Facebook, Twitter and Google Plus Accounts.
We were also asked to set up a full marketing and SEO package to help the company expand and grow. They have already seen their portfolio grow in the short time the new website has been live.
As our reputation on Google Plus has grown we have decided to launch a community dedicated to promoting Cornwall Tourism
Benefits For Visitors
For the visitor to Cornwall the community will be a handy resource for finding interesting places to stay, eat, gifts and experience the best that Cornwall has to offer.
Benefits For Tourism Providers
For Cornwall Tourism providers you can list your latest offers and breaks. Restaurants and retail outlets can also list your offers. I have been promoting Tourism businesses in Cornwall since 2004 and been involved in SEO since 1998. I still consider myself a tourist even though I live and work in Cornwall. So I understand what guests and customers are looking for.For community members all of your posts will be indexed so that they can be found easily outside of Google Plus.
“In our first week we introduced a ‘German Tour Company with a Hotel in cornwall”
SEO and Digital Marketing Support Built in
This community is also unique in that I will include SEO support to ensure your posts reach the widest possible audience.
For Genius Loci clients we will also promote you across other social media platforms and continue to curate, design and optimise posts on your own pages…
We will be launching a monthly Hangout on Air for the community.
Join the Cornwall Tourism Community on Google Plus”
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