Monthly Myth Buster:
Internet marketing = Internet marketing…what works for one works for all.
In today's world of pushy Internet marketers, it is easy to get confused by the latest buzzwords or the hottest fads. Property managers are constantly bombarded by big ideas from companies with little or no experience, claiming to know the Internet marketing industry. What works for one works for all--you just have to know the rules of online marketing, right? Unfortunately, this couldn't be further from the truth. The only concept consistent with Internet marketing as it relates to diverse industries is that what works for one business, in actuality, does not work for all.
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Even within the travel industry, every property is unique, every strategy is approached differently, every budget has its limitations, and every property has an image to uphold. In that regard, wouldn't your business want to take advantage of the resources of a seasoned Internet marketing company specific to the lodging industry and who understands these parameters? Experts who aren't wasting your time and money on generating unqualified traffic? Professionals who create a long-term relationship and stability for your property's website well-being? Just because someone proclaims to be versed in Internet marketing, the question remains: Do they know Internet marketing for lodging properties?
In this month's Myth Buster, RezNEWS will provide the truth behind five Internet marketing myths for lodging properties.
Myth #1: More website traffic equals more reservations/revenue.
RezNEWS: This reasoning is "old school." The reality is that it is very easy to get traffic to a website, but it is very difficult to attain targeted traffic that converts at a high rate. With recent advances in revenue/return on investment (ROI) tracking, the focus has shifted from traffic to revenue. If your goal is simply to get more traffic to your website, you need to narrow your focus to less traffic, more revenue.
Myth #2: Search engine optimization for lodging properties is the same for all businesses on the web. Why then would I need a lodging property specific Internet marketing firm?
RezNEWS: While approximately 70% of general Internet marketing techniques will have a positive effect on your traffic, if the remaining 30% of focus is lodging (or any subcategory or niche) specific, this is the method that will vault your business ahead of your competition. Specialized keywords, lodging specific website design, niche resources, and advanced lodging specific link building are all necessary steps to propel your website to the next level.
Myth #3: Finding high traffic websites is key to bringing more reservations rather than niche websites specific to my property.
RezNEWS: This concept is very similar to Myth #1. The truth is, website traffic that converts at a very low rate or not at all is worthless. You must have the ability to generate traffic from visitors that are looking for what your property offers and who have a desire to purchase. Again, traffic (website visitors) that does not convert (spend money) is of no value.
Myth #4: Pay per click (PPC) marketing only converts for those businesses that have large budgets and broad terms and not for smaller properties with limited budgets.
RezNEWS: Whether you believe in PPC marketing or not, the statistics are indisputable. PPC traffic is extremely targeted and therefore converts at a high rate. Due to the enormous demand for securing lodging online, larger budgets tend to take better advantage of this trend. But on the other hand, with as little as a $150-$250 per month outlay, it is still possible to achieve a sizeable return on investment if you are working with a limited budget.
Myth #5: A website with a fancy design and interactive features will gain a higher return on investment than those with easy to locate information and a clear call to action.
RezNEWS: There are certain design elements that are absolutely essential for a successful lodging property website design. Removing any of these will lower the effectiveness of the design and consequently, the conversion rate. Many design firms wish to "reinvent the wheel" and create a design that impresses property management and friends. While it is nice to have a cutting edge web design that is visually appealing, it is even better to have a design that converts at a much higher rate. While this website may not be as artistically extravagant, it will make your property more money!
Conclusion
The Internet marketing field is still relatively young. As a result of this, there is much uncertainty about what works and what does not. The Internet landscape is littered with fresh, new companies that will make outlandish promises to gain your business, often at an unrealistically low cost. Our final RezNEWS truth is this; Internet marketing for lodging properties should be approached as a long-term endeavor. A company that specializes in your particular industry should implement this process with a detailed methodology. The techniques required for success take specialized knowledge, exceptional organizational skills, and hours of focused work. When you find a provider with these qualifications, your business will be well on its way to achieving long-term Internet marketing success.
This month's myth, that Internet marketing that works for one business will work for all businesses, whether lodging property specific or not, is…BUSTED!
About the authors
Betty Bramlitt is a Senior Account Manager for RezStream, Inc. She specializes in search engine optimization and pay per click marketing. Betty has maintained large PPC accounts for major interactive ad agencies and direct ecommerce sites.
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