Last Thursday we celebrated Internet Day at the Centre Bit Menorca with various presentations on current trends and business networking. Our presentation focused on digital marketing for tourism companies.
Xavi Pallicer told us about the strategies we use to get the maximum benefit from marketing resources. In the case of tourism websites (hotels, flats, car rentals...), the same strategies as in other sectors cannot be applied, as there is a low frequency, high competition and very high intermediation.
In this environment, the most important factor to take into account in the digital marketing strategy is conversion, as a high conversion rate will allow us to obtain a higher return on investment in the acquisition phase.
We always recommend our clients to invest with the name of the hotel in AdWords, so that the ad appears in the first position of the Google results, above Booking.com.
Once we have the user on the website, it is essential not to lose them, taking into account the cost of their click (between €0.20 and €2.50 depending on the market and competition). To get the user to book, Xavi explained the methods we follow at WPH. Full CRO (Conversion Rate Optimisation), remarketing to reengage users who abandon the website and email automation, among others.
He also mentioned how we create websites to bring the highest conversion rate possible, and how we should invest in AdWords (invest, make a profit and invest again). From experience, when you have a high converting website, the more you invest, the more you book, and therefore the more profit you make, which allows you to reinvest again. In his words, it is the "virtuous circle of conversion".
Finally, he explained the importance of keeping social networks active and having a blog updated with interesting and new information, in order to attract customers to our website. The blog is the backbone that allows us to correctly trigger other digital marketing actions, such as pixel marketing, SEO positioning in micro-niches, or email-marketing.
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And if you want to improve the digital marketing of your hotel's website, contact us.
