During the off-season we must continue to work on marketing, perhaps with less insistence but with more enthusiasm to face a new stage, don’t you think?
Staying by our customers’ side and not allowing ourselves to be forgotten is our mission during the harsh winter months. Here are five ways to maintain that relationship with your customers that you shouldn’t forget during the off-season.
1. Redefine your buyer personas
It is time to take stock of the season. Analyze your customer database and get to know them better. Put yourself in their shoes and generate actions that interest them, meet their expectations and satisfy their needs.
You may think you have an ideal hotel for retired couples, but over the past summer season you’ve found that, in reality, 80 percent of your guests have been young couples. During the off-season is the time to redefine ourselves, redefine our buyer personas and work on strategies that fit their profiles. Here we leave you some very practical templates that will fit you like a glove to work and redefine your buyer personas.
2. Improve your website
There are many factors that contribute to improve your website. The navigation, usability, design and language you use can be the main pillars that help you generate an attractive website for your target audience.
Analyze the latest trends in web design and always offer the best. The user experience must be 10 out of 10. Why is it so important? Because it will depend on this whether your visitors become leads, customers, promoters or simply a visit to the website and nothing more.
Usability must be excellent. The website must be totally intuitive. If necessary, abuse calls to action (CTA). On a website there should be about 5 different calls to action to be effective, because not everyone who enters your website is at the same level of the buying process. Make it easy for everyone. To those who want more information, to those who want to read more, to those who want to consume your content on a regular basis, to those who want to share information on social networks, to those who want to book… to each and every one of them.
Use an eye-catching and elegant design, responsive or mobile first. You decide according to your buyer persona.
Write the information in straightforward language. Remember that only the concrete motivates. Do not forget to take care of the information architecture to facilitate the processes of comprehension and assimilation of the information as much as possible.
3. Remain active in social networks
Struggle not to fall into oblivion. Post information on social networks that may be of interest. Don’t be as active as you have been during the high season, but don’t stop posting.
Generate content that may be of interest. Do you want examples? If your hotel is on the beach, you could inform about the preparation of beach services for the new season, sand regeneration, make offers for the first 100 reservations of the season or post a calendar with the most important events of the summer in your area.
Encourage participation with contests or prizes such as “post your summer photo in our hotel and receive a voucher for next season” and try to know the opinion of visitors to improve. Remember to maintain healthy feedback with your audience. It is a great opportunity to build trust and credibility.
4. Generate content on your blog
If you don’t have it yet, don’t wait any longer. A blog is a website through which you can disseminate all kinds of interesting and valuable content to your audience. But the most important thing is that the blog will help you to attract them, to bring them closer to your website .
But beware, there are many blogs, so you need to take your content marketing strategy very seriously from the very beginning.
Now that you have time, you have a spectacular website and you know your buyer personae in depth, it’s time to generate valuable content that educates your customers or potential customers.
Publish during the off-season gradually on the blog and also disseminate the posts on the social networks. Slowly but surely. Without saturating but without falling into oblivion. And, above all, take the opportunity to create content and schedule it. This way, during the high season, when you have work peaks, you will be able to breathe easy because you will be ahead of schedule.
5. Don’t forget emailing
Email marketing is, without a doubt, a fundamental strategy that should be part of your online strategy. In low season, all your potential customers in your database coincide in the dreamingstageof the traveler’s journey, so you will be able to unify content and simplify your work.
Think that during this stage, of dreaming, the content must be focused on attraction, so you must generate information that is easy to consume and that captures the readers’ interest.
Take advantage of the quieter months to build customer loyalty. And a piece of advice, don’t forget the locals. They can help you get through the slower months.
A lot of tasks to carry out in the months you thought were quieter? Don’t worry, there are tools like Hubspot that will help you cope. Software with integrated digital automation, analytics and measurement tools will help you focus on what matters most to you, on making your prospects fall in love with you.