Inn Consultants and Brokers Since 1993

The B&B Team

Rick Wolf and Peter Scherman (that’s Rick on the left and Peter on the right) are both experienced speakers who have presented on a range of innkeeping related topics at the state, regional, and national level. They gather and analyze research for the Innkeeping industry and welcome the opportunity to share it with others. Contact Us

Online Marketing Made Simple

Online Marketing made simple

The Lodge at Moosehead Lake’s New Head of Guest Relations and Marketing!

Online marketing made simple? I think this is an oxymoron (a figure of speech in which apparently contradictory terms appear in conjunction). Any moron knows online marketing/social media is NOT simple, but I got your attention, right?

In a recent article by Steve Olenski in Marketing Insider Group, ‘4 Online Marketing Tips That May Sound Obvious But Should Not Be Overlooked’, the author attempts simplicity. I will further attempt to simplify his 4 tips.

Understand that Social Media Constantly Changes

  • Instagram is taking the lead with “more than 500 million active daily users”.
  • Facebook has fallen behind for the first time recently.
  • “Facebook created quite the buzz when they began limiting organic exposure in an effort to drive more businesses to run paid ads. Instagram is currently making headlines for doing the same thing now.”
  • But Facebook is still an important social media tool for you. It is still a good place to share basic information and direct visitors to your website. Don’t give up on it, even though those ads may drive you crazy.
  • Instagram-Show what you offer

whitefenceswatermill#breakfast on the go! #international #travels can’t stay for breakfast but we have them covered! #coffee and #croissant #bedandbreakfast

Don’t Get Hung Up on Outdated SEO Techniques

The one and most important tip here is, SEO is not a good DIY project!

  • Old outdated techniques and strategies are just that, old and outdated. “What worked several years ago just simply isn’t effective these days, and in many instances can get your website penalized.”
  • “Want to master 2018 SEO? Learn from people who are practitioners, not just talkers.”
  • We have many excellent ‘practitioners’ in our industry. Work with them and you will get the best results.
  • Refer to The B&B Team’s Industry Referrals page for a list of internet marketing companies that are leaders in our industry.

Share Your Story and Leverage It to Connect with Your Target Audience

This is my favorite tip. Something innkeepers should make sure they do, not only on social media but face to face with guests, community and staff.

  • “Your personal brand can be one of your most valuable marketing channels, but it requires putting yourself out there and sharing your story. Most consumers will connect with a person over a brand much easier.”
  • “The average consumer is going to welcome inspirational and educational lessons coming from a business owner, while blocking out messages that come from a company and reek of an advertisement.”

Create Content That Delivers Value

Content Marketing, the buzz phrase that has been out there for a long time. On all Social Media platforms.

  • “Focus on creating content your audience loves so much that they are encouraged to share it on social media. The referral traffic and social shares will positively impact your SEO naturally.”
  • This includes the image driven platforms, Instagram and Pinterest.
  • Check out this blog; ‘The Nine Ingredients That Make Great Content’.

I am going to end with sharing what I believe to be a very clever and compelling email newsletter from The Lodge at Moosehead Lake, it illustrates great personalized content that connects, tells a story and promotes. Opening with an image of a cute dog, always a great way to engage! Go Phoebe.

Thanks for Listening,

Janet Wolf

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