Which type of content is best for your business?
Though it falls to regions to sell the unique travel experience their area has to offer, accommodation businesses can also use content to tap into their clientele.
By telling your story, every business, however small, can contribute towards the positive or negative image of your region.
Understanding the importance of using content to market and promote your business is fundamental; it may seem easy, but it’s actually quite complicated and requires in-depth knowledge and specific skills.
We often find ourselves talking about this when we meet hotel owners. They frequently tell us that, yes, though the internet is certainly important, it isn’t everything. Of course managing your business the best you can, motivating your staff and seeking to meet your guests’ demands on a daily basis is imperative.
But the importance of the web in 2014 is undeniable. After all, it contains all the stages clients go through before heading off on their travels: from the dream that inspired them, through to purchasing the holiday and finally sharing the experience.
Which of these stages do our potential clients go through and how do they find the information they need?
Before making any concrete plans about their next trip away, your potential clients dream about it. They seek inspiration from the web and spend over 44% of the total planning time ahead of their holiday doing so. They surf the countless channels describing how wonderful it is to visit, stay and eat in a particular destination. Your business should contribute towards this dream.
When organising a trip away, clients need to plan when they’re going, the activities they want to do, where they’ll stay and the services they’ll use. Providing technical information including times, costs and availability helps tourists make decisions.
Of course, this step is the most important for hotel owners, but it takes up just 2% of tourists’ time, provided they found all the information they needed in the previous stages. Ensuring your information is consistent and transparent makes it easy to complete the payment.
The experience and sharing
The clients are now in your region, and if you’ve done a good job, they’re staying with you. At this stage it is as important as ever to offer excellent content, like a good hashtag, so that after a positive experience clients will then proceed to create “natural-sounding” content when they get home.
Each stage has a correct channel for creating a positive relationship with the user: a tone of voice and a type of content that will lead potential clients to your business.
Over the next few posts we will discuss this in more detail and explain the tricks you can use to create excellent content and thus inspire positive sharing.