Think that a good communication strategy can be of great help not only to improve the perception that consumers have of your brand, but also to increase traffic to your hotel’s website. Communication practices are a nod to engagement and positioning.
And in the digital world in which we live, communication actions thought from branding have an impact on the rest of the strategies we implement for online marketing. So, do you know the communication techniques that can improve the exposure of your brand? {{cta(‘bb2971b9-bf36-4c36-8edc-75223dba5208’)}}}
1.-What you can do: branded content.
The
branded content
is to create content that is related to your hotel brand, but does not have to be directly related to your products or services. Its objective is to add value, to transmit emotions. In short, satisfy the needs of your potential customers to createengagement.
Think that today’s users choose to consume content that connects with them and the brands they identify with. Why? Basically because they understand each other. To do so, they generate content that is both engaging and satisfying, in an easily consumable format.
And this depends on the deep knowledge that brands have of their potential customers, their buyer personas. From responsive videos posted on the hotel’s website to social media campaigns, brands know they must generate valuable, personalized content to ensure a real connection.
What they can do for you: user-generated content.
Related to content creation is the
user-generated content
. As you know, there are users on the Internet who, in addition to generating their own content, can influence the purchasing decision of other consumers: influencers. The people who have real power on the Internet.
The user-generated content can take many forms: reviews, testimonials, comments, social posts, forums, videos, etc. This is content that works because of its credibility. And if it comes from the hand of influencers, generally, its reliability is greater.
If you were thinking about your buyer personas when generating content, you also have to think about those users who influence your target market. A partnership with them can benefit your brand exposure and generate a positive perception of your brand.
Keep in mind that influencers are people whose life project is to generate content related to brands and experiences. This is essential for your hotel. From images on Instagram, to videos on YouTube, influencers can help you communicate what your brand is like.
Because when the style of these influencers identifies with your brand, content collaborations can become a very powerful PR and marketing tool for your hotel.
3.-What you can do together: Brand events.
Events are another communication strategy that you should take into account. A great way to promote your brand, launch campaigns for new products or services, attract new prospects and generate publicity (both offline and online) for your hotel.
Starting from the branding of your hotel, you must organize an event with a clear objective. What is the purpose? What message will you communicate? What experience are you going to transmit? What emotions do you want to evoke? How do you want to be remembered?
Regardless of the where, when and how you are in charge of planning the event, you have to keep in mind the why of the event. Because the perception of your brand during an event is really important. The organization of an event drinks directly from the branding of your hotel. It is a form of communication, which depends on how you have defined and differentiated yourself from your competition.
When planning an event, keep in mind the content you create for it (name, slogan, emailing, communications, etc.). It must be exclusive, create a distinctive, special sense of belonging. To do so, make use of the identity of the influencers who also approach your target. In short, it creates a unique brand experience.
Although these are just a few tips, each hotel is different. Each chain is different. That’s why you need to think carefully about what would work for your brand. And to do that you must know your brand and who you are targeting. With a well thought out communication strategy you will be able to complement your online marketing actions, and not only improve your brand exposure but also the traffic to your website.
