social selling by lure agency

Prospecting Blues? Social Selling Can Turn Things Around – Here’s Why and How

As we explore the idea of social selling, we’ll dig deep into some key concepts. In our first post on this series, we covered the idea of building relationships by serving. In today’s post, we’re going to explore how to identify your ideal client and attract them to you by “speaking their language” to make for even more impactful relationship building. We will also share the importance of setting goals for yourself. 

Let’s Dive In!

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programmatic advertising

Why Programmatic Ads Are a Vital Step to Your 2020 Hotel Strategy

Advertising is an essential factor when it comes to creating a marketing plan to successfully promote your brand. In today’s technology-driven world, there are always new methods of garnering more brand recognition and exposure. Some of the heavy hitters include word of mouth, native advertising, SEO, Pay Per Click (PPC), display advertising, retargeting, and more. In recent years one type of advertising has been getting a lot of buzz, and for good reason—programmatic advertising. Without going too deep into the technical nitty-gritty, we wanted to give you an overview of this type of advertising so you can understand why it’s so popular, and start implementing it in your own marketing strategy. 

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hotel marketing ideas

Hotel Marketing Ideas to Increase Bookings During the Slow Seasons

All hotel managers dread the slow season. As the 2020 slow season approaches, hotel owners need to be setting their sights on boosting online visibility.   

Just because the season is “slow” doesn’t mean that your bookings have to be. When there are more choices for customers, competition is even greater – so you need to be at the top of your game to win people over.

Did you know that the average customer will check out 38 different hotel accommodation websites before confirming a booking – typically 45 days before their reservation?

During these slower times of the year, customers will have more options than ever – as many hotels have the space.

So, how can you attract these precious guests and increase bookings during the off season? 

Here are some strategies to improve your hotel marketing and increase bookings all year long.

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How to Measure Your Hotel’s Content Marketing ROI - And Why You Should

With every business move, you should be able to calculate your return on investment (ROI). This allows you to analyze its success, as well as how worthwhile your past techniques wound up being. Today, we want to talk about a specific kind of ROI that pertains highly to the hospitality industry: content marketing ROI.

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social selling | lure agency | hospitality marketing

Want to Crush Your Sales Goals? You Must First Serve.

The concept is nothing new, but it's often overlooked when adopted online.

The not-so-secret sauce? How to transform a complete stranger into a loyal customer.

This is the first in a series of educational and informative posts with tips, tricks, and strategies to help hospitality B2B sales professionals utilize social selling and today’s technology to boost the bottom line. 

Your Linkedin profile claims you have been a member since 2005 and have 1,256 connections. Sounds impressive, right?  

What does that really mean and so what? Like many sales professionals, do you think it’s all been a waste of time as no real deals have come from this social media platform?

Nothing could be further from the truth if you really understood the power of combining Linkedin with social selling strategies.

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hospitality marketing buzz

#HospitalityMarketingBuzz | Facebook and TripAdvisor Step Up Their Ad Game and California Gets Compliant

In the marketing and hospitality industry, things change at such an accelerated rate, that it’s hard to stay on top of the latest trends and technologies. To keep you in the loop, we’ve done the heavy lifting for you and invite you to take a look at our new monthly series, #HospitalityMarketingBuzz. This is a monthly roundup of fresh trends as they relate to the hospitality space. This includes new applications and platforms, feature updates on popular marketing platforms, and cutting-edge strategies to keep your business on par with what’s current. Stay in-the-know and show your colleagues that you’re not stuck in a flash-based, unresponsive world.

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lure agency digital marketing agency

Your Hotel Is Great. So, Why Aren’t You Booking Like You Should Be?

Yeah, yeah, yeah, you’re great. Your rooms just got remodeled, you just hired a hot new chef and the views at sunrise and sunset– you just got to see them to believe them. Guess what? There are 10,000 properties that are talking about all those same things that you love so much about yourself. And, in today’s consumer-powered world, they do a quick search on the things they love, and if they do match what you love, you don’t come up on the first page. And, if you’re not on the first page, you’re not in cyberspace –you might as well be in outer space.
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Is Your Tired Website Costing You a Fortune?

It’s time for some straight talk. An un-optimized website could be costing you hundreds of thousands of dollars when it comes to snagging vacationers on the lookout for great accommodations.

People expect big things from the hospitality industry today. With review platforms and large booking sites determining how most people pick their vacation lodgings, hospitality businesses need exemplary websites now more than ever before.

Could your hotel’s website be holding back your ability to maximize revenue?

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Want To Connect With Your Prospects? Here’s How To Get Personal, Without Being Creepy

As a hospitality brand, you may have noticed that in today’s digital world, it’s harder than ever to catch a prospect’s attention. With information so easily available to anyone searching for it, you may be wondering how you can make your content stand apart. How you can give your prospects what they want and when. Well, we’ve got the answer. Content personalization.

The Future of B2B Content Marketing … Personalization!

Personalized content is a relatively new method of digital marketing that has proven super effective, for not only grabbing your prospect’s attention but also building a stronger bond. If you’ve ever used Amazon or Netflix, you’ve experienced automated, personalized content. These sites offer you content based on what you’ve purchased or watched before. They use data about you to provide further content based on your taste and past behavior.

What Amazon and Netflix do is just one simple example of personalized content. There is a whole range of options available now for organizations that want to personalize their content.

Personalized content refers to using information you have on your target audience to create content tailored to their interests, preferences, or needs.

Why Personalization is Essential

In today’s world of information overload, personalization is essential for a number of reasons. First, customer attention is increasingly harder to attract. Today’s customer is constantly bombarded with content, so content creators need to make theirs stand out. Personalization does this by speaking directly to the user’s preferences, problems, and needs.

Personalizing your content allows you to create a stronger bond with your audience. They feel that you know them and you’re speaking directly to them. While everyone follows any number of content outlets online, your audience will read your content first if they feel they have a strong relationship with you.

Content personalization is driven by the data you have about your target market and their needs and behaviors. The more data you have about your audience, the more you can personalize your content to meet their needs. The foundation of your personalization is a clearly identified customer persona.

Getting Started with Personalization

The first step in personalizing your content is to develop a clear message and goal for each piece of content you produce. If you don’t have a strategic reason for the content in the first place, personalization won’t help you reach your objective. It’s a matter of deciding where each piece fits into your overall strategy.

There are five degrees of personalization that you can consider, and some are easier than others. The five areas are:

 

Segment Specific. Personalize your content by target market segments. Segments might include industry, particular interests, demographic differences, geographical location, or psychographic factors such as a specific need or problem.

Persona Specific. Personalize content by buyer types. Examples of buyer types include first-time visitors to your website, regular blog readers, prospects who expressed interest in a certain product or service, leads from a specific tradeshow, and so on.

Stage-Specific. Persona specific content is personalized for a type of buyer. The difference with stage-specific is that it identifies a certain step in the buying process. You might create content personalized for a first-time cold prospect, or aim content at a repeat buyer who you know is likely to make a purchase based on an upsell or cross-sell.

Account Specific. You might personalize your content for a particular prospect or organization.

Lead Specific. This type of personalization is for one specific individual.

YOU MAY ALSO ENJOY:What if Darth Vader Was Your VIP Guest?

Automated Tools for Personalizing Content

Tools are often essential for personalizing content. You don’t have to do it all manually. There is a wide range of tools available and they include:

Quiz plugins – When a person visits your website, they’re presented with a short quiz asking about their interests. Based on their answers, it directs them to the content that would be most relevant to their stated interests.

Profiles plugins – Some sites now have a profile option for visitors. They ask the visitor to choose which profile most matches them. These profiles could be something like positions in a company, such as New Hire, Sales Staff, or Management. They choose the profile and then are taken to the most appropriate page.

Email autoresponders – An autoresponder is a program used for email marketing. It allows you to send messages to your subscribers and receive data about them. Autoresponders offer a wide range of personalization options. They can offer specific content based on the actions or preferences of subscribers.

Recommendination plugs – Another example is a WordPress plugin that presents specific posts or products based on where someone lands on your site or which content they consume.

Site visit plugins – Another example would be a plugin that uses the visitor’s name for a personalized message. When they land on the page, it says something like, “Hi, (name), welcome back! Here are the latest posts we think you’d like.”

Refining Content Personalization

Once you implement your content personalization strategy, you need to monitor it in order to understand what’s working and what’s not. You can then make any changes necessary and create a stronger personalization plan.

RELATED: Still Think Content Marketing is a Waste of Time? Here’s 5 Reasons to Change Your Mind

The Way of the Future for B2B Content Marketing

We predict that content personalization will be even more essential in the future. And, no matter if you’re marketing to the B2C segment or the B2B segment, personalization techniques will become increasingly important as people seek more personal experiences online. The more you can make a connection, the better your bottom line!

What You Can Do Today:Content personalization doesn’t have to be creepy. In fact, you probably have already gathered tons of data on your current and potential customers. Get started by segmenting your data into an Excel Workbook. Begin with the obvious differentiators, and add to the information as necessary. Next, determine how you can upgrade your email program to speak specifically to each of those segments. As you build and test your program you’ll be able to refine for even better results!


Boost Hotel Sales with These Hot Marketing Automation Tips

The demand for consumer attention is at an all-time high. The catch-phrase for this might be “if you can’t stand the heat, stay out of the kitchen.” Rather than “staying out,” let’s find a smarter way to withstand the heat.

You’re likely plagued by two main issues: you, or your team, spends exorbitant amounts of time dealing with routine menial hotel marketing tasks, and needs a more efficient way to send targeted message to various audiences.

Hotel marketing automation is the solution to both of those issues. Because of the constant battle to retain and increase your segment of the market, time is more important than ever. Without the aid of marketing tools it’ll be difficult to keep your head above water. Marketing automation will help you streamline the entire messaging process.

What is Hotel Marketing Automation?

Essentially what marketing automation does is allow you to send automated email campaigns – but not just any campaigns, these will be campaigns that your guests will be excited to get, they must be targeted. How? First develop your goals, and then automate different series of email follow-ups based on specific triggers. If a potential guest came close to purchasing a particular package offering, the automated system can send them a follow-up email with an alluring offer.

Around the holidays, for example, you can send an automated email to all those who’ve utilized the spa services before, offering a complimentary spa service along with their stay. For those readers that have never provided their email address to you, you’ll need a compelling offer or reason on your site to entice them to provide their email address.

Another opportunity for hotel marketing automation is with events and wedding planning. If a bride-to-be is researching venues and downloads a resource from your website, you can use the information provided to “drip” a series of nurturing emails that will entice them to consider your wedding destination and services.

You must save time, and you must stay targeted, both are possible with the utilization of marketing automation, here’s how:

Since We Don’t Have Personal Robots… Yet.

You can’t very well begin strategizing ways to attract new business when you spend every five minutes responding to one general lead after the next. Set up an automated email campaign that will track the data and respond for you. Because you didn’t have to hire an entire new team member to deal with email marketing, now you have more resources to devote to developing new strategies.

Remember all of those raving reviews, comments and complaints scattered across your social channels? Well now you’ve got time to respond to them and can continue to develop and nurture important relationships.

No need to reinvent the wheel, every few months you can simply repeat a campaign, or make quick and easy adjustments to it as you go. Since the automated program is tracking the data, you can see in real time which parts of your campaign are working, and which might need a few tweaks.

All it Takes is a Little Personalization.

Everyone wants to feel special. Nothing is less appealing to consumers than receiving a mass email targeted to no one in particular. You will lose retention if you lump everyone together and never look back. The simple act of segmenting your audiences and targeting campaigns that make sense depending on the viewers, will get you so much further than inefficient mass emails.

A devoted guests who has been to your property many times may not appreciate an introductory email meant for those who’ve never been. Tailor your messages to specific guest profiles and everyone wins. This is easily done with marketing automation.

Don’t forget! As your tailored messages are received, opened or not opened, you will be receiving the data and analytics, allowing further enhancements and changes to be made. By automating your marketing messages, your campaigns will drive much greater ROI, and increase retention.

Here’s the thing, you’re used to getting an overwhelming amount of “dirty” leads each day. You know, the ones sent to every hotel in the world. Hotel marketing automation will guide you to the “hot” leads, the people who have actually been on your site, and exhibited an actual interest in your event space(s). You will know who is interested because they’ve already “opted in” with their email due to your appealing offer. (should we link to a blog that explain about offers?)  With your campaign already set up, those folks will receive the proper incentivized email, and eventually, an email to schedule a face-to-face, or phone meeting. Simply put, this technology will revolutionize your time, sales techniques, and mentality. Do yourself a favor and ring in the new year with a strategy that will not only work, but it will win.