Wasting Time on Cheap Leads? Relationship Marketing Fills a Better Funnel
Let's face it, chasing weak leads that don’t close can be exhausting.
If you're a hospitality group sales pro, you know the challenges of being inundated with low-quality leads from mass-triggered RFPs and other referral sources. With limited time and product to sell, you want to ensure your efforts are focused on generating the most qualified leads and prospective customers possible.
That's where relationship marketing comes in.
By building relationships with prospective clients, you can ensure your sales pipeline is full of direct leads that are more likely to close, close at a higher value, and become repeat customers.
Those are the kinds of leads we like!
On the InnSync Show, Cory Falter and Teresa Winfield of Pan Pacific Seattle recently discussed how hotel sales teams could ensure better leads through relationship marketing strategies.
Why Some Outbound Sales Prospecting is Colder Than Others
It all comes down to delivering the right message at the right time.
When it comes to sales prospecting, not all methods are created equal. While we have fully embraced inbound marketing techniques to support sales teams, many instances require outbound tactics.
When consulting with our clients on their integrated marketing campaigns, we'd be remiss if we didn't mention outbound prospecting when discussing the modern-day sales funnel. (In fact, we have a whole series on social selling we like to share with our clients).
Point being, inbound should be at the core of any integrated marketing strategy. However, prospecting is still a key component of modern sales teams.
Cory Falter recently chatted with Flip.to’s Allen English on the InnSync Show about why some outbound sales prospecting is colder than others.
How to Know Your Digital Marketing is Set Up for Success
Are you leaving money on the table?
It's a tough question, but one that needs to be asked when it comes to your digital marketing. Do you have an effective marketing strategy in place? If not, you could be leaving money on the table.
Consider your website to be your hardest-working salesperson; one who works 24/7 without asking for a raise or time off. It is the face of your business online - it's where prospects go to learn about what you do and reach out to start a relationship. It's your storefront, your home base, your lead magnet. It's a one-stop shop for growing your business.
So how can you tell if your site is set up for success? We like to look at both the Science and Soul of your brand.
Here are a few factors to think about to determine whether or not you have an effective marketing strategy.
Technology for the Hospitality Industry: 3 Exciting Trends to Watch
Boost revenue. Improve efficiencies. Crush the competition.
Let's face it, the hospitality industry has seen more than its fair share of challenges in the past couple of years. It has felt a bit like a roller coaster between closures, the Great Resignation, and the surge in demand against a limited supply of resources.
One exciting result of recent challenges has been a major shift in ways technology can not only assist but also drive results, even with the toughest constraints. Embracing technology trends will help you boost revenue, improve efficiencies and get ahead of even the toughest of competition.
Technology for the Hospitality Industry - Don't Miss These Tools!
Technology trends in the hospitality industry are changing every day. This is a direct result of the way technology has advanced in recent years. From touchless technologies to robust sales platforms, here are three technology trends that are currently helping hospitality business owners stay ahead of the competition.
Here are three ways to drive more hospitality revenue when you have limited time and a limited budget.
1. Latest Technology Trends: Contactless Restaurant Ordering
OneDine is changing the restaurant technology sector by providing the most comprehensive, lowest-cost, and contactless solution available to date. It works by supercharging the existing POS systems, enabling contactless ordering and payment immediately. OneDine optimizes labor, eliminates fraudulent chargebacks, and creates a triple-win for servers, managers, and guests alike.
The coolest thing about OneDine? It learns how guests eat! OneDine will help pick the right menu item in every restaurant including suggestive modifications and allows a guest to seamlessly pay.
As a restaurant, OneDine gives you the power to increase your restaurant's sales, reduce operating costs, and deliver a frictionless dining experience in the palm of your hand.
Customer data with recognition technology creates predictive smart systems that local restaurants can use to stay ahead of their competitors.
2. Smart Hotels LOVE a Virtual Front Desk
If you're like many hotel properties around the globe, you may be experiencing a staff shortage. This puts added pressure on the management team and can create a guest experience that's less than 5-star.
A few months ago, leading ID scanner solution provider TTI Technologies announced their exclusive partnership with aavgo, the world’s first contactless, human-assisted Virtual Front Desk. Together, TTI Technologies and aavgo have constructed the world’s simplest identification virtual check-in process for hotels in an effort to combat identity theft, increase security in customer support, and improve overall efficiency.
Using this smart technology for tasks traditionally performed by hotel staff, not only helps to better manage guest data but also allows hotel management to capitalize on emerging technology for a better customer experience during a time when staff shortages are widespread in the hotel industry.
Hotel owners will love this hospitality tech!
3. Hotel Technology Trends: Lead Management (on Steroids)
SharpSpring is an affordable, yet powerful all-in-one sales and marketing platform that helps hospitality businesses generate leads, improve conversions to sales, and drive higher returns.
SharpSpring's lead management capabilities are unrivaled. With its ability to score leads, automate email marketing and drip campaigns, and track website visits and form submissions, SharpSpring gives hospitality businesses the power to convert more leads into paying customers.
With SharpSpring, the whole customer journey can be managed in a way that can allow hospitality sales professionals to provide exceptional service, cut operational costs, utilize big data and drill down on data analysis. These technological advances, especially for the hospitality sector, have not only created efficiencies but also have helped to create a much better customer experience.
Maximize Your Sales & Marketing Funnel >>
Here are some common questions about technology for hospitality.
What are the technologies used in hospitality and tourism?
There is a wide range of technologies used in hospitality and tourism. And, these are not limited to just the hotel industry!
Some of the most common hospitality technology trends include:
- Online booking and reservation systems
- Customer relationship management (CRM) software
- Property management systems (PMS)
- Financial accounting and reporting software
- Business intelligence (BI) tools
- Marketing automation software
- Custom hotel apps
- Virtual and augmented reality
- Smart room keys
- Automated administrative tasks
- Mobile check-in
- Voice control
- Digital conference facilities
These hospitality technology trends are changing the way hotels operate and how hospitality companies manage and exceed ever-changing customer expectations.
Photo by Teemu Paananen on Unsplash
What are other emerging technologies in the hospitality industry?
Some of the most promising emerging technologies in the hospitality industry include:
- Blockchain
- Virtual reality (VR)
- Augmented reality (AR)
- Chatbots
- Internet of Things (IoT)
- Artificial intelligence (AI)
- Biometrics (facial recognition technology, etc)
The hospitality industry may not be prepared yet for these emerging technologies, but when looking ahead it's best to be in tune with the latest trends for future considerations.
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What are the benefits of technology in the hospitality industry?
Technology can bring a number of benefits to businesses in the hospitality industry, including:
- Increased efficiency and productivity
- Improved customer service
- Greater insight into business operations
- Enhanced marketing and promotional activities
- Reduced costs
- More guests
- Reduced energy consumption and energy costs
- More efficient revenue management
There is a multitude of benefits for the hospitality industry to embrace advancing technologies. When hospitality industry companies can manage both the expectations of key stakeholders and industry customers, everyone wins.
What are the challenges of technology in the hospitality industry?
While technology can bring many benefits to businesses in the hospitality industry, there are also some challenges that need to be considered, including:
- Ensuring data security and privacy
- Managing complex systems and software
- Keeping up with rapidly changing technology
- Addressing staff fears and resistance to change
- Training employees on how to use new technology
Technology can present some challenges for businesses in the hospitality industry, however, it is clear that the benefits far outweigh the challenges.
Technology can help businesses in the hospitality industry to improve their operations, increase their sales, and provide a better experience for their customers.
Technology for Hospitality Industry Moving Forward
Hotel technology of the future is moving in a way to best serve customers. Whether that's better understanding and responding to intent, to artificial intelligence and virtual reality.
With the recent advancements of technology, it is not hard to see where these technologies could go in the next few years.
What does this mean for businesses in the hospitality industry?
This means that businesses need to start preparing for these changes now. They need to be investing in these technologies and training their staff on how to use them. This way they can stay ahead of the curve and provide the best possible experience for their customers.
Technology is changing rapidly, and businesses in the hospitality industry need to change with it.
Driving revenue in the hospitality industry can be a daunting task, but it's not impossible. These are just a few of the many ways you can drive more hospitality revenue. With a little creativity and the right partners, your hospitality brand can rise above the challenges while also providing an unparalleled guest experience!
3 Quick Actionable Tips You Can Take Today to Get High Quality Leads
It's no secret that you need quality leads to grow your business. But how exactly do you get them? There are a lot of different methods and approaches, but today we're going to focus on three quick tips that will help you find high-quality prospects using LinkedIn in less than 10 minutes! These lead generation ideas for B2B are tried and true for growing your network and eventually, your bottom line.
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.
Every Hotel Has A Unique Story To Tell. Here Are Three Revenue-Generating Strategies
Aside from perceived quality, what makes you more likely to purchase a $400 purse versus a $50 one?
It’s simple; emotion.
Humans are driven by emotion, and the slightest detail often triggers us, subconsciously, into a memorized, habitual, emotional response. In essence, that’s what marketing is driven by; understanding human emotions. What does this have to do with your hotel?
Find Your Story – Add to the Bottom Line
For the most part, hotels and resorts will always be competing on price, especially those who utilize OTAs and other third parties for business. The only effective way to avoid that race and ending up on the bottom is to influence your consumers based on “emotions.”
The question begs, how does a hotel tug at the emotional cords of its possible customers? It always comes down to storytelling. Data such as price, location, and amenities will only get you so far. How can you take that data and intertwine it into an emotional story that will propel bookings and sales? Here are three strategies to consider implementing immediately!
Create a community around your hotel’s blog.
First of all, does your hotel have a blog? If not, create one ASAP! Aside from the standard data on your website, a blog is the way you converse with your audience. It’s how they get to know your personality, your quirks, and the people behind the desk. It’s your chance to share your expertise on the city you’re in, traveling in general, and anything else you are an expert in. Offering quality content that adds value to their lives will keep readers coming back for more.
RELATED: Get Out of Your Blog Fog – 5 Reasons You Should Be Blogging for Your Hotel Now
Take this one step further by creating a community around the blog in the form of an email list. Allow the blog emails captured to go into their own list. You know these are your avid readers, the ones who adore the content. How special do you imagine this group will feel when you send them a special discount code, only for them. Not accessible anywhere else. You can even keep track of the most popular blogs, by asking your marketing team to check the data and analytics, and base your discounts and special offers on that. Was your inspirational post on the importance of travel the most popular? Then put together a special package that highlights the touristy things to do in the area and offer it as a privately discounted rate only for them.
View everything as a chance to tell your story.
Having a blog is just one way to tell your story. You can forge an emotional connection every step of the way. What is your clientele passionate about? Likely, whatever they’re passionate about is a reflection of your hotel’s why, its mission statement. Tap into those passions in as many ways as possible. Is your clientele family-focused and wish to make lasting memories? Have board games in each room for use. Consider snapping a Polaroid of the group when they check-in, and leaving it in their room with the welcome packet. Use the hotel’s social media, email, and blog to leverage these other iterations of storytelling. Feature a photo of a family holding their Polaroid on Instagram. Interview a mom on what she enjoys about the hotel and post it on the blog.
RELATED: Super Simple Social Media Strategies You Can Really “Feel”
Allow the marketing to make its own profit.
It used to be that content was created as a marketing tool to drive profits. That is not a bad strategy whatsoever, useful and helpful content distributed to the appropriate audiences helps grow a loyal customer base. All of that content costs time and money to create, though. That same content, poised correctly, can bring in a direct profit.
There are a variety of examples out there, let’s look at LEGO. Have you seen the LEGO movie? Do you have children who have? Friends? Chances are you’ve at least heard of this movie. The LEGO movie is fun, comical, and charming, and by no means free to watch. When it was initially released, one had to purchase a ticket to see it. Now, you can purchase the DVD or find it on a streaming subscription service. The movie is all about LEGOs and is a direct form of marketing, yet it brings in its own profit. How can your hotel marketing team create marketing that brings in its own profit while building an emotional bond with your audience?
Your hotel can be the $500 purse purchase if your audience feels so compelled. Your hotel is not one location within a chain or another option on a boulevard of hotels. No, it’s unique. It has its own story, each team member has a story, and every guest who walks through the doors has a story. And these stories, these are stories worth paying more to learn about, to experience firsthand. Allow your story to drive revenue in a way it never has before.
