Here's why and how to use inbound marketing in your hospitality business.

Inbound marketing is key for all businesses in the hospitality industry. This counts for the service-based companies such as the hotels, food and drinks establishments, theme parks, or a cruise ship, but it ALSO counts for the companies that are targeting them as clients.

The last few months I've held marketing strategy workshops around Europe with companies to help them attract more clients within the hospitality industry.

The topic that keeps repeating itself and I have been asked many questions on are "inbound marketing". So here is an article with my insights on inbound marketing, why it is so crucial within the hospitality industry, and the exact steps you can take to set it up in your business.

Let's take a look at what inbound marketing really is.

Inbound marketing is focused on attracting customers through relevant and helpful content and adding value at every stage in their buying journey.

With Inbound Marketing, you attract qualified prospects by building trust and credibility for your business. How? By creating content that is designed to address the problems and needs of your ideal customers.

"Inbound marketing builds on a foundation of creating quality and value for your clients. Don't pitch like crazy - attract your dream clients by putting the content they want to see, out there. The rest will follow." By Regitse Cecillie of https://www.Room22.agency

The focus with inbound marketing is all about pulling in qualified people when they're actively looking for a solution that your company offers. Instead of traditional marketing where it is more focused on being as much visible as possible.

Instead of forcing your product onto people, it is about attracting people who you can help.

By aligning your marketing strategy with your prospect's interest and pain points, you'll be able to attract customers that you can convert, close, and delight over time.

Why is it relevant in the hospitality industry?

Inbound Marketing, is all about people; exactly like the hospitality industry.

Inbound marketing is a customer-centric approach; you focus on giving the (potential) customers exactly what they need to solve their problems. It is about nurturing the relationship with people who might be interested in your product/service, and also while they are using your product/service.

Hospitality is all about bringing people together and ensuring an excellent experience; and you guessed it, inbound marketing is very similar. It is about bringing people closer to your brand by taking care of their experience with you.

Steps to set it up

In order to do this, you must align your sales and marketing. You cannot have separated roles such as someone handling all marketing aspects (attracting), then someone doing the sales (converting and closing), and having an account manager deal with managing the company (renewals/referrals).

1. Create your strategy

You have to clarify what your goals are in your business, but also specifically for sales and marketing. After you have set a clear goal, you need to create a strategy on how you will obtain these goals. I always recommend my clients to create a strategic action plan so that you will use it regularly to put the strategy, well, in action.

2. Build your toolbox

Your toolbox consists of the key elements such as your buyer personas, original content, website, and any software, integrations or tools you may want to set up. Get it all ready in a thought-out process.

3. Implement tactics

Once you have the above set up and ready, you have completed the planning part. Great! Now it is time for action where you and your team execute your strategy. This is the tricky, but also fun part, where you must view and adapt regularly your strategic action plan.

4. Measure, Report, Learn, Improve

You have to make sure that you measure your efforts, so that after reporting the analytics, you can learn and improve from each. At the end of the day, you have to make sure that there is an ROI. Little hint: some of the best methods with high ROI don't necessarily show big numbers the first month - it does take time.

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How we help companies

"My team and I spend a couple of days face to face with Lynn reviewing current processes along with devising a strategic marketing plan going forward. We are set to review the outcome of the initial consultancy in a couple months and I have no doubt Lynn's influence will have a positive impact on generating new hospitality clients and increasing revenue." By Travis Henry of Total Processing www.totalprocessing.com

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About the writer

Lynn Bruines is the founder of LB business agency where we connect innovative companies with the luxury hospitality and private healthcare industries. We do this through Business Development, Inbound Marketing, and Training & Development.

Graduated from both Ecole H?telière de Lausanne and Cornell University specialising in hospitality & marketing. Within the luxury hotel industry, I have over 10 years’ experience. I worked globally in 10 countries over 4 continents, in and with hotels, hotel schools and small businesses.

Would you like to hear more about our services? Simply reach out to Lynn at [email protected] or write her directly on LinkedIn.