Five Digital Marketing Strategies You Might Be Overlooking
By Sherry Heyl Founder & Consultant, Amplified Concepts | July 29, 2018
The greatest hurdle to effective digital marketing is that its landscape is always changing. That's its greatest joy too: For people who hate resting on their laurels, digital marketing is a field of endless opportunity to grow, change, and refine your strategies to meet the challenges that lie ahead.
Here's an example: According to a recent survey, 63 percent of travel and hospitality marketers said they were planning to tailor their communications to individual customers rather than mass marketing in 2018. That sounds great on paper – we know the consumers respond better to marketing messages that are more targeted and relevant to them – but how do we go about actually implementing those tactics?
That answer is simpler than it seems and isn't going to break the bank. It's simply a matter of thinking differently about your marketing strategy.
1. Use User Generated Content at Any Budget
In a world of same-y brands and homogenization – there are only so many poolside photos, tastefully arranged rooms, and sandy beaches that can grab a potential customer's attention before they get bored – developing a relationship and sense of authenticity with your audience is key.
Eighty-three percent of consumers trust recommendations from their peers over advertising, according to Nielsen research. Compare that to the fact that people only trust around 22 percent of brands they use and follow, according to a 2015 Havas study and the value of user-generated content suddenly becomes clear: People don't trust brands, but they trust their peers. By using user-generated content in your marketing you can bridge the gap between brand distrust and peer recommendation.
So how to do this? On Instagram or Facebook, it's simple: Encourage your guests to share their experiences (perhaps with a branded hashtag so they're easier to find), as them to tag you, or use search to reach out and ask permission to use their posts. You can even incentivize user-generated content by having participants entered into a weekly or monthly drawing for room nights or other perks. Also consider creating a dedicated landing page to show off this content to interested travelers. Let your guests tell your story with your curation and you'll deliver a more authentic picture to your target audience – plus inspire a little FOMO for when they're getting ready to book their next stay.