Bed And Breakfast Marketing - Friday The 13th
What is effective bed and breakfast marketing
? What are you trying to achieve when promoting your guest house, country inn, gite, or whatever accommodation you run? The ultimate target is obviously people filling your beds - but how are people going to find you in the first place? What's going to make your lodging the one that they choose?
You have to find some way to appeal to them. You need to get right up in front of them and show them why your bed and breakfast (or whatever) is the very best place to stay. You need to make an immediate impact and a lasting impression. Oh is that all!
Putting Friday 13th in the title of this article is an example of immediate impact, that's why I chose it. Depending on how old you are it's either a day of bad luck or it's a famous horror film. It doesn't matter which - the point is you are reading this article because that headline grabbed you. You probably thought "what's all that about?"
A lasting impression then has to be made by me delivering on that bed and breakfast marketing promise - by giving you valuable information.
For the purposes of this article, that value is in showing you how you can use these tactics in your own business because if you think putting up a website is going to have people beating a path to your door you're in for a bit of an unpleasant surprise.
Ain't going to happen.
It might have worked ten years ago but the web is a crowded place these days. Everyone puts up a website. Your competition, your plumber, your window cleaner, the pool man...
Your widest reach - your most profitable avenue - is certainly the internet. Your web presence can massively change your occupancy rates if you know how make the most of it. Not surprisingly most accommodation owners don't - most don't sign up for a course on internet marketing or search engine optimization when they set up their b & b!
The problem with a traditional website is that they're static. The typical bed and breakfast website will have something between five and ten pages explaining where they are, what their accommodation is and how much it costs. They might have a page of local places of interest, perhaps some links.
It's common for people to think that once those pages are in place a site is "finished". Nothing much changes... and that's what's wrong. What the search engines want to see is useful, appropriate content - which a traditional website can provide - but to get a high place in the rankings it also needs to be vibrant or, in other words, frequently updated.
Which most traditional websites fail at miserably. If you have one of those kind of sites then it could be described as "finished" but only because it's "dead"!
The good news is it's a relatively easy fix. Just set up a blog. Add one to an existing site, set up a new one, it doesn't matter. A blog can transform the effectiveness of your bed and breakfast marketing in a matter of weeks. A blog gives you the ability to reach out to specific market segments. You can target particular groups, events, areas... you can do it yourself so it's all under your control.
Even if you're not online yet at all setting up a blog / CMS (content management system) costs peanuts and will repay your investment a thousand times. Imagine having something as effective as the best web designer could build for you yet at a fraction of the price and, more importantly, you put it together yourself so you don't need to rely on anyone else when you want to update or add to it. The search engines love these kind of websites, ordinary folks love them because they allow you to be more personal, you don't have to learn complex programs and they save you money. Really, what else could you want?
Bed And Breakfast Marketing - Friday The 13th
By: Bob Beacham
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