7 Tips for Starting a Blog for Your Hotel
Blogging is one of the most powerful digital marketing strategies available, in part because of its multi-functionality. Onsite blogs can incentivize conversions while simultaneously helping you build your reputation. With the proper support, they can boost your visibility in search engines, attract more direct traffic, and put you in front of more people.
For hotel owners, this is an especially powerful strategy, since it allows you to boost the visibility and reputation of your hotel brand, attract more patrons, and even improve the quality of the stay for your current guests.
Important Considerations for Hotel Owners
If you currently own or run a hotel or plan to run one in the future, these will be some of your most important blogging considerations:
- Cost management. It costs a lot of money to build a hotel, so you don’t want to overspend on your marketing campaigns. Fortunately, content marketing is inexpensive, and can generally be executed with minimal hiring or placement expenses. If you need help getting a proper budget together, make sure you review this guide to hotel construction costs.
- Demographic targeting. Your hotel likely seeks a specific target demographic, such as high-earners traveling on vacation or professionals hoping to attend a convention. Your blog should cater to one specific demographic, rather than trying to appeal to the greatest number of people overall.
- Location focus. Hotel business relies on a valuable location, so your blog should focus on that location. Write content related to your city or region to attract more people and capitalize on a niche.
- Improving guest stays. Your blog should also focus on improving the quality of your guests’ stays. Provide them with information that can help them make the most of their vacation or trip.
Tips for Running an Effective Blog
If you want your hotel blog to succeed, you’ll need to follow these tips, at a minimum:
- Define your goals. Start by defining the overt goals of your blog. You’ll probably be trying to achieve several different objectives simultaneously, but some of them are going to be more important than others. For example, is it more important to generate lots of traffic, or convert the traffic you’re getting? Would you rather be competitive in a broad niche or completely dominate a specific niche?
- Focus on quality over quantity. Many new bloggers make the mistake of focusing on quantity, rather than quality. They believe that every new post is a new opportunity to rank or attract visitors, so they produce as many posts as possible. However, in most cases it’s better to have a handful of unique, well-written, well-researched posts than thousands of uninteresting or low-quality ones. Keep this in mind.
- Keep a consistent voice. All your blog posts should be written with a consistent brand voice. This consistency will make your brand more apparent, and make sure that all your readers and visitors have a seamless and enjoyable experience. You can accomplish this by using the same writer, or by creating guidelines for all your individual writers to follow.
- Start with a niche and expand. Most businesses will benefit from starting with a very focused niche, then expanding to more general territory. Focusing on highly specific content topics will practically eliminate the competition, and let you build loyalty with a small but active following.
- Encourage interaction. Speaking of building a following, make sure your blog posts encourage your readers to interact with your brand. Ask them to share and comment on your work, and acknowledge your most active readers whenever you can. You can also use your blog to encourage participation in contests and other activities.
- Publish and syndicate. In the early days, your blog won’t naturally attract readers. Instead, you need to publicize your work. Start by distributing it on social media and any other visibility channel you can think of, then regularly syndicate it so it can keep reaching new people. It’s the only way to maximize the value of every post you write.
- Complement your strategy. Content marketing works best when complemented by other inbound marketing strategies. Use email marketing, social media marketing, and SEO to increase the reach and impact of your blog posts.
Make sure you have a good system in place to measure and interpret your results. Keep track of how your blog posts are performing, in terms of visits, engagements, and conversions, and take note of which topics seem to be the best for your target audience. Over time, you can learn from these results, and gradually adjust your campaign to favor the highest-yielding and most efficient elements. As long as you’re trying new things regularly, you’ll eventually find a combination that works perfectly for your hotel.