Digital Marketing strategy is designed to bring your Hotel Business into this online conversation. Digital marketing has become a hit in Uganda. Many Uganda’s are getting online every day to share their thoughts and views.
- Search Engine Optimization
Search Engine Optimization
As a hotel, you are swimming in a saturated market. Search engine optimization is fundamental to give your hotel the online visibility you need to connect with potential guests and compete with the big names
There are two kinds of SEO we shall focus on focus on: Local and Global.
Local SEO is significant for businesses with a brick and mortar location because it focuses on geo-specific searches. This will help your business appear on search engines when people are looking for a hotel in your city.
Global SEO refers to organic search visibility at large.
Ranking well on search engines is crucial for getting in front of the eyes of your target audience, bringing users to your website, and booking guests in your rooms.
- Content Marketing
Content Marketing
Content is the key component to an effective inbound marketing approach. An empty website is just about as useful as an empty hotel. You need to be continuously filling your web pages with remarkable, keyword optimize content that resonates well with both search engines and readers.
There are many forms of content, including Blog posts, photos/gallery, PDFs, flyers, videos, and menus etc. When getting started with a content strategy, the best type of content to focus on are blog posts. Creating a weekly blog for your website will help increase your organic traffic, extend your hotel’s code, and inspire potential guests to take action.
- Organic Social Media Marketing
Social media is one of the biggest component for the recent explosion of travel and tourism. Take advantage of social media platforms such as Instagram and Facebook to visually communicate your hotel’s story and connect with new audiences.
| Channel | Purpose/ Why | Metrics For Success |
| Facebook is the largest Social Media platform and one of the best things about. Facebook is its unbeatable potential for exposure. If used consistently and strategically, it will noticeably increase Hotels’ visibility online.
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“Likes,” “Shares” ‘engagements’ and “Comments”
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| Twitter users are hungry for new ideas, opportunities, information services, and products. A list of #HashTags will be developed for use in tweets but as well to be shared with all, for use in traditional marketing campaigns. | Followers, mentions, Re-tweets | |
| According to Omnicore Agency, 32% of internet users are on Instagram, and the majority of these are females between the ages of 18 and 29.
We shall use instagram share multiple images of the services offered at our hotel |
Engagement , followers, comments | |
| LinkedIn is the professional social media site, is the only platform that displays a link to a list of company employees on the company’s page. Users, whether they are potential clients, customers or employees, can click through to view the profiles of each employee | Connections, discussion participation, referrals |
- Social Media Advertising
Online advertising can be a challenge for hotels. There is a lot of competition in the tourism and hospitality industry, and many of the biggest competitors, such as Booking or Airbnb, have unrivaled ad budgets.
Social Media advertising gives small hotels an opportunity to have a voice in the conversation because they are easily accessible and far more cost effective than other ad platforms.
Experiment with ads on Facebook and Instagram to expand your online reach.
- Pay per click ads for hotel (Google Ads)
When people need to find a hotel for the night, they don’t call different hotels in the area — they use search engines like Google.
Here’s the big question, though: How in the world will you make sure that your hotel comes up at the top of the search engine rankings?
It can be difficult for individual hotels to earn high-placement organic search engine rankings, especially since the hospitality industry is so competitive. But if you’re looking to attract more visitors to your site — and more customers to your hotel — your best bet could be pay-per-click advertising (PPC).
PPC advertising requires businesses to pay search engines like Google for better visibility on search engine results pages (SERPs). If you’ve recently searched for anything lately, you’ll most likely recognize the little icon that says “Ad” next to the first batch of results — those are all from PPC. Those ads are all triggered by the keywords that you use to find what you want on search engines.
- Analytics and Reporting
Analytics and reporting are some of the most important components of a digital marketing strategy. Pay per click, SEO, blogging, organic social media and paid social media can be incredibly powerful tools when used properly.
In order to monitor, analyses and generate reports to management we shall be using some tracking tools like: Facebook Insights, Hootsuite, Ow.ly Summaries, YouTube Insights, Google tools like Analytics, LinkedIn Analytics Etc
But, if they are not effectively accomplishing your business goals, they serve no purpose. Reviewing your data is the only way to measure your performance and understand if your techniques are working. Reporting on your analytics allows you to understand your baseline performance, track your growth, and quantify your success.
