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5. I will perform Website Optimization to deal with
issues important for turning lookers into bookers (conversion rates) and improve my hotel ranking on search engines. I will make my website more user-friendly (tiered navigation, booking technology, customer support, eCRM features, etc) and prepare it for
search engines (relevant and credible copy, embedded target keywords throughout
site, destination-focused website optimization, domain name strategy, meta tags, description tags, etc).
6. I will carry out a comprehensive Destination Web Strategy to leverage
popularity of my destination for my hotel's benefit. I will identify patterns of consumer purchasing habits for my particular destination and perform destination research to identify relevant target keywords and develop copy with destination-relevant keywords and perform a destination-focused search engine strategy.
7. I will perform a robust Search Engine Strategy because I no longer want to be part of
"Invisible Web". I realize that by improving my website positioning on search engines I can boost direct consumer bookings. I also know that 85% of Internet users rely on search engines to locate information on
Web and in this environment I must rely even more on search engine referrals. I will perform a robust search engine strategy and register my website with 1500 search engines globally and subscribe for monthly re-submission services and make sure search engines find my website as a top 30 hotel listed in my market.
8. I will employ a robust Pay-Per-Click (PPC) Marketing Strategy because I understand that PPC marketing is an ideal direct to consumer channel and an effective “distressed inventory disposal tool”. I know that PPC has become one of
top advertising vehicles used by US marketers and a smart way to position my hotel website as "Sponsored Links" or enhanced listings on top of
search engine results. I know
right PPC strategy will generate
returns I need without burning through my entire annual marketing budget.
9. I will employ a highly targeted, full service Email Marketing Strategy, including customer email capture, monthly eNewsletter and virtual “on-demand” hotel brochure to my permission email list. I understand that email marketing is a crucial component of my direct distribution channel and can create direct revenue opportunities with past, present, and future customers. I will market to existing customers and reach new customers through a coordinated and ongoing email marketing strategy, targeting leisure travelers, meeting planners, and travel agents.
10. I will partner with an experienced eBusiness hospitality consultancy to help me navigate
Internet and utilize direct-to-consumer channels to its fullest potential at minimal cost, with quick turnaround, and by utilizing tools that mistakenly are believed to be available only to
major online players.
