we have done well on the internet; however, in the last few months,
we have begun to lose ground to competitors who are marketing more
vigorously than we are. We are considering hiring someone to help
us improve our marketing."
Chuck Slemaker Alpenhorn Bed and Breakfast, Big Bear Lake, California
Hiring a professional marketing company is the second most important
decision you can make for your business. While choosing the right
professional is by far your most important decision.
During the last eight years we have watched a broad range of
innkeepers try to market their own properties on the internet.
Web sites were created and indexed with the search engines by
innkeepers with a bit of computer savvy or by the son-in-law who
promised he would take care of it for you. Regardless, the outcome
has been the same and it is one of the major reasons so many inns
are experiencing hard times. Like yourself, I understand what
9/11 and the recession have done to decrease reservations. However,
I also know innkeepers who are having record months simply because
of smart marketing.
Your first comment was that you "have begun to lose ground
to competitors who are marketing more vigorously." Congratulations
on several points. 1) you recognize you are competing. While that
sounds silly, I am constantly amazed at the attitude of many innkeepers
who fail to keep up with or exceed the marketing activities of
their competition. People are still staying at B&B's, they're
just going to ones which appeal to them most. Think of it as survival
of the fittest and the fittest B&B is the one who markets
the best and 2) you recognize the need for help in the area of
When hiring a company to market your inn, find a company who
is the best fit for your style of marketing. The biggest and most
popular company is not always the best fit, so check with several
companies before making a decision. Understand that the level
of service you receive from your first phone call will be representative
of their service throughout your relationship. Are they friendly,
prompt and knowledgeable or difficult to get a hold of and ambivalent
about your needs? This first call should tell you a lot about
their commitment to their clientele. Additionally, the company
should understand the B&B industry intimately. Many innkeepers
hire local marketing companies assuming they are better suited
to market their inn. This is usually a mistake. Local companies
are generally smaller and serve a wide range of businesses types.
Their lack of staff prevents them from providing timely service
and their broad clientele only waters down their marketing focus.
Who then should you hire? Ask around and check with associations
for their vendor list. Once you've picked a few to check out,
ask for recommendations from their clients. Most companies will
list their latest designs -- contact the innkeepers and ask them
about their experiences. With all of this information, I'm sure
you'll find the right company to market your inn appropriately.
Internet Marketing consists of three elements. They are, Design,
Hosting and Promotion.
Effective marketing starts with a quality web site. If you already
have a website, ask the marketing companies how effective they
believe it is. Getting an objective opinion in this area is extremely
important as most innkeepers are neither experts in design nor
objective in their opinions of their website. In my speaking engagements,
I commonly ask how many innkeepers receive negative comments about
their website from guests. Not surprisingly, few ever do. From
this, it would be easy to assume the site is obviously effective.
My question though is how many potential guests looked at your
website and that of your competitors and went to the other inn?
In reality, you'll never know. However, the innkeepers I know
who have had record months recently started by changing their
website design. Effective design is more important than most innkeepers
will ever realize. When choosing a marketing company, look at
the quality of their web site designs. If they appear cookie cutter
or unappealing, most likely they don't understand the importance
of an effective design. Choose your marketing professional based
on the quality of their work and friendly prompt service.
Hosting is Service. Most innkeepers think of hosting as the reliability
of the computers which hold their website. While this is technically
accurate, there are more important issues. What you're really
interested in and paying for is service. When choosing a marketing
company, consider the service you will receive such as how quickly
they will make requested changes to your website. The reliability
of the service is actually related to what services they provide.
Smaller local companies which also provide dial-up services are
much less reliable than dedicated hosting companies which serve
innkeepers nationwide. Remember, service is what you're looking
As you are aware, having an effective web site is only half the
battle. You then must get potential guests to view your web site
which is where promotion comes in. Unfortunately, many innkeepers
focus only on promotion of a web site. This serves only to bring
potential guests to your site but not increase reservations. Therefore,
be sure your website is effective before promoting it. That said,
there are three things which work together for web site promotion.
1) Links from major lodging guides, 2) Listings in the major search
engines and 3) Other promotion. We have listed the major lodging
guides in a previous article which can be found online at: http://www.moriah.com/articles/mostwanted.html
-- these guides have proven themselves over time and remain the
number one way which your web site should be promoted. The search
engines are another story. In the last year the search engines
have changed dramatically and continue to do so daily. The bottom
line is that while the search engines were once free, you now
bid and pay for placement through a company called Overture (http://www.overture.com)
formerly goto.com. With Overture, you can bid on a search term
and have your listing appear on all the major search engines with
the exception of Google which is still one of the most important.
The search engines can now be summed up by saying, Google.com,
Yahoo.com, Overture.com and LookSmart.com. Of these, only Google
is free. All of this can be handled by the innkeeper themselves
or by your marketing company. Obviously, a marketing company in
the B&B industry will be more familiar with these services
and how to best utilize them. Lastly, remember to include your
domain name on your voice mail for those calls you miss. Mention
it in every telephone conversation with a potential guest and
have it boldly printed on everything you print. Remember, your
web site as the hub of all your marketing efforts. Everything
should point back to it. Everything!
Internet Marketing is like owning a good restaurant. It's not
enough to serve quality food -- the dishes must be prepared and
served with flair.