In a previous blog post, my colleague drew a unique parallel between SEO and mowing the lawn, now I'd like to present to you why maintaining a Google+ Business Listing is like babysitting a toddler in a glass menagerie. Google is the toddler and your data are the adorable figurines that are on a low, easily accessible shelf and are twinkling in the sunlight. You tell the toddler not to touch them. You double check the locks on the display cases, and you keep a watchful eye as you try to distract the toddler with other games and tricks. And still, when you turn your back for a split second, the toddler has managed to open the case, remove the figurines, and wreak havoc! (Disclaimer: I love kids. This is not a commentary on tiny humans being the worst).

Let's step back for a minute and answer the question "What is a Google+ Business Listing?"

Your hotel's Google+ local listing, now called "Google My Business," is a one-stop shop to get your business information on Google Search, Google Maps, and Google+. It is of the utmost importance that businesses ensure their listing is active and up to date so your guests and customers are presented with correct information.

This is what Google My Business looks like in action:


A. Google+ Page is connected to your website in organic search results
B. Google Map pin is connected to your website in organic search, presenting searches with a quick view of your address and phone number
C. Your business displays in the Google Knowledge Graph

This information above also populates business listings in the new Google 3-Pack Display and through Google Map results.

How Does Incorrect Information Get to a Google My Business Listing?

Google’s mission is essentially to give searchers the most accurate data at any time. They created Google My Business so business owners have the option to input their correct business information and control how their business displays when users are searching for them on Google.

You may be thinking, “I updated my Google+ Local business listing last year, so Google already has all of my correct information. I guess this article isn’t for me after all.” WRONG. There are a number of reasons your business data could be incorrect on Google, without you even knowing it.

A quick peek at the Local Search Ecosystem from Moz shows that Google is being inundated with data from many outlets.


Google sifts through all of this data (specifically looking at: Business Name, Address, Phone Number, and URL) and ultimately displays what it sees as the "official" business information. If a hotel has incorrect or differing information across any of these sites, this information could eventually make its way to Google. Not only does an incorrect phone number or address create a confusing and frustrating customer experience, but it also negatively affects your local SEO.

There was also a change behind the scenes at Google recently that could have affected your hotel listing on Google. They recently finished transferring the final group of listings from Google Local to the new Google My Business platform. This transfer caused some issues of old data rising from the dead, pages being marked as duplicates, or pages that were once verified and updated becoming unverified.

Hotel brands can sometimes throw a kink into this local search ecosystem as well, making the information confusing or inconsistent. For example, a brand could push out the brand 800-number instead of a hotel's local number. If that new phone number reaches Google, it would likely update that information on your hotel's Google+ listing. Like we mentioned before, this could lead to a negative customer experience if the guest is just looking to speak to your front desk and not the call center, but it also negatively affects SEO to have an inconsistent business name, address, phone number, or URL on the web.

Although it can be frustrating to have to continually check your Google+ Business listing, it is important to do so regularly so you can proactively take steps to update any incorrect information or fix any issues.

If you haven't checked your listing recently, go ahead and check it now….I'll wait….. If your Google+ Business listing displays incorrect information, read on.

Here are four tips to fix incorrect business information on your Google My Business Hotel Listing

Tip #1 - Check Your Verified Account Listing

If you have incorrect information displaying on your listing, login to your Google+ Business Manager account and check your business information. If something is incorrect, edit it and save. It could take a couple of days for the information to go live on your public listing, so set a reminder to check again in a few days.

Is the information correct in your account, but still displaying incorrectly on your public Google+ Business listing? Jump to Tip #2.

Is there a message about your listing being de-activated or marked as a duplicate? Jump to Tip #3.

Tip #2 - Update Your Business Information in Google Map Maker

Google Map Maker is a wonderful and under-utilized tool for businesses and marketers. It allows users to add and update geographic or business information, which is then reviewed by Google Listings Editors. It's important that you use the same Google account for all of your Map Maker edits as your credibility grows the more your edits are approved.

If your hotel has incorrect information on your live Google+ Business page but correct data in your verified account, check your Map Maker data. Follow the steps below to make edits:

  • Search for your hotel at
  • Click "Edit" below your business listing
  • Select "Edit this place" from the drop-down menu
  • Submit changes to your business information


Is your business information correct in Map Maker or are your edits being denied? I invite you to join me at Tip #3.

Tip #3 - Contact Google Local Help

Google has actually ramped up their help team over the past year. Gone are the days of help tickets going unanswered for months or being ignored altogether. You can either email or call Google Support, and they're actually very helpful! This is the best option if your listing has magically become unverified or if there is data that you can't seem to get updated.

Did you work with Google Local Support and are still having issues with bad data on your listings? My friend, you have one option left…..on to Tip #4!

Tip #4 - Do a Major Local Listing Audit

Typically bad data shows up on a listing because that data exists somewhere out there on the internet. When a hotel partners with Blue Magnet Interactive for SEO services, we begin by performing a full local listing audit. This ensures that all the major data aggregators (anywhere from Acxiom to Yelp) are claimed, updated, and consistent. This grueling, often mundane task is crucial to the success of your hotel. As seen in the local search ecosystem matrix above, it is very easy for incorrect information on one local listing to spread through the tangled web of listings like wildfire. Soon enough, your hotel will have incorrect information listed everywhere.

If you regularly have issues with your Google+ Business Page, complete a major local listing audit and make any necessary updates across the web. Check all listings for accuracy and consistency on things like:

  • Name
  • Address
  • Phone
  • Website
  • Categories
  • Descriptions
  • Photography

If your information is correct and consistent across the web, chances are it will stay correct on Google. If there is one rogue listing with an incorrect phone number - Google could once again prove to be the metaphorical toddler in the glass menagerie and overwrite your correct Google My Business information.

In Summary

Hopefully, these four tips will help you navigate any Google+ Business issue you run into. If you've never done a full local listing audit, you're in for a real treat. But we promise, the payout is well worth the effort. Guests will be able to find correct information about your hotel and easily book a room.

If you're still continuing to have issues after following the four steps above, then I'd like to chat. At Blue Magnet, we love Google. We (well, I'll speak for myself) love cleaning up bad data through local listings, and I'd love to get your Google+ Business listing in tip top shape.

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Recently, Blue Magnet Interactive attended a Webinar hosted by Leonardo titled Big, Bold, Visual: What You Need to Know About Hotel Marketing in 2015. All of us at Blue Magnet Interactive have a passion for using our digital marketing expertise to assist our hotel partners. We develop a strategy and focus our marketing efforts to ultimately drive revenue and engagement for our clients, whether through organic search, paid advertising, or social media. Keeping up with marketing trends is valuable not only for our own knowledge but also for executing innovative and successful strategies on behalf of the hotels we work with.

The webinar speakers included Darlene Rondeau, Vice President of Best Practices and Online Merchandising at Leonardo; Tim Peter, Digital Marketing and E-commerce Expert & President; and Christine Beuchert, Senior Director, Marketing and Ecommerce Strategy at Marcus Hotels. They discussed the most anticipated marketing trends for 2015 which include:

  • Visual storytelling in the online shopping journey
  • Rise of content marketing
  • Power of video for a hotel's bottom line
  • Multi-screen, multi device connectivity

The webinar presented a range of valuable information, so I have highlighted three takeaways to serve as the keys to your hotel's marketing kingdom in 2015.

1. Content is King

Improving hotel websites and creating a content marketing strategy tend to be the main concerns among hotel marketers. That being said, it is extremely important for your hotel website to tell a story that cuts through the clutter and is consistent across all platforms. If your hotel has an idea of what your brand experience is and it does not align with your guests' view of what your brand is, then you are not executing your content strategy successfully. Combat the trend of declining organic search traffic by telling an awesome story about your hotel.

Great content leads to product differentiation, more inbound links to your website, and engaged customers. Make your hotel's independent website engaging, decrease its bounce rate, and turn visits into bookings! Content should follow three criteria; it should be snackable, shareable, and sharp.

  • Snackable: Your content should be easy for a reader to glance at quickly and understand. The best way to execute this is by formatting simple text into bulleted lists and incorporating a lot of relevant imagery. Not only can a viewer process an image 60,000 times faster than reading a snippet of text, but images are also a more concise way to deliver your hotel's message. For example, if a potential guest is browsing hotel rooms, they can easily understand the atmosphere, quality, and size of each room type by viewing photos and scanning a few bullet points rather than reading a wordy room type description. As users of the internet, we no longer read everything we see but skim for highlights and clear identifiers. Although it is still important to use text to tell a story, a website no longer requires as much text as it once did to attract search engines.
  • Sharable: A great way to expand your hotel's reach is making the content on your independent website sharable. Make the photo gallery, wedding gallery, restaurant images, and accommodations images "pinnable" so that users can add them directly to their Pinterest boards. Creating a cross-channel strategy allows your hotel to get exposure on multiple platforms, ultimately reaching a new audience of potential guests. We all know that photos sell hotel rooms, so utilize short videos on YouTube and let your high-res imagery convey your brand story.
  • Sharp: Let your guests see what they want to see. The web is a visual channel, and sharp content and imagery is what users want to look at. Incorporate a "book now" button and make it easy for users to view the hotel's policies that they are curious about (e.g. check-in time, pet-friendly fees, Internet availability). When creating a content strategy for your independent website, your mission should be to give potential guests the best user experience possible!

2. Context is Queen

Segment your guests' behaviors by context. What kind of people does your hotel attract and where are they using the Internet? Observe, measure, and learn your guests' pain points in each of those contexts. Improve your site, brand, and experience by aligning the user experience with that context in mind.

Make sure your site is convenient for them! Frustrating the user during the shopping process will inadvertently send them to another site to complete the transaction on an OTA, or worse, at a different hotel. By showing users exactly what they want, they are more likely to book directly on your hotel's independent site.

Tim Peter provided a perfect example of understanding your guests' behaviors with an airport hotel scenario. Imagine you work at an airport hotel and many of your guests book rooms when their flights are cancelled and they are running through a busy airport with suitcases in hand. Nearly every guest in this scenario will be looking for a hotel room on their mobile device. So ask yourself, is your hotel's website mobile optimized? Is there a button users can press to call the hotel's front desk without having to write down a phone number to then dial into the phone pad? Does your mobile website easily coordinate with Apple Pay or Google Wallet, or are guests able to make a reservation without typing in their credit card information? All of these things can help improve the user experience and make hotel guests stay on your website and book a room on-the-go. Mobile is frequently used for last minute bookings and 61% of users will abandon sites that are not mobile friendly.

3. Data is the Crown Jewels

Lastly, it is important to gather data to better understand your guests' behaviors, wants, and desires. These should lead your product, promotion, placement, and pricing efforts and decisions. Make sure your strategy is unique so that it cannot easily be duplicated by your competitors. Be willing to start small and remember that you have the ability to know your guests better than anyone.

Make sure your hotel's independent site integrates Google Analytics or some sort of website tracking that allows you to understand users' interests and movements across your site. Implement event tracking on all calls-to-action on your website to give you more insight into what links, images, or buttons users are clicking. If you see people are clicking on a certain special offer frequently, but that offer isn't bringing in any more revenue than usual, evaluate what the problem may be. People are clearly curious about the special offer and want what it includes, but it may be priced too high. Perhaps the allotted booking dates or minimum night requirements are not ideal for travelers. Data like this can be particularly valuable for creating new pages and specials on your hotel's website.

Now that you have the keys to effectively market your hotel online in 2015, go forth and implement these strategies! Use content, context, and data to gain a competitive advantage over other hotels in your market and increase your direct bookings and revenue.

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The holiday season, one of the busiest times to travel, is right around the corner. This holiday season is the perfect opportunity for your hotel to exercise its creativity by showcasing your jolly spirit on your social media channels and independent website. By participating in the holiday season, your hotel will evince a cheerful personality, which will allow guests who are excitedly preparing for the holidays, to identify with your brand. To help you get started, I have outlined several ways to naturally integrate the holiday season into your hotel’s online marketing strategy, which will help humanize and enhance your hotel’s online presence.

Integrate the holiday season into your hotel’s social media strategy

Posting relevant content about the holidays on Facebook or Twitter can increase fan engagement, post reach, and even page likes. Fans, especially those who are in the holiday spirit, will enjoy seeing what types of seasonal activities are going on at your hotel, which will then lead to interaction with the posts. Below are some creative suggestions to help your hotel post effective and engaging social media content leading up to the holidays.

Host a holiday-themed contest on property and ask Facebook fans to vote

Encourage your team to become involved in the holidays by announcing a company-wide competition, which you can then transform into a Facebook contest. Whether you ask your team members to wear a festive outfit or have each department decorate their office or a section of the hotel, take photos and post them on your Facebook page in a designated photo album. Then, announce the premise of the contest with a Facebook post and ask fans to “vote” by liking, commenting, and sharing, which will increase your page’s engagement. Make sure you establish the time frame and clarify the points system so you have an easy way to determine the winner. Incentivize your hotel team to participate by providing a winning prize for the team member or department with the most votes at the end of the contest.

During the 2013 Halloween season, Hampton Inn & Suites Nashville Downtown encouraged their Facebook fans to vote for their favorite pumpkin, all of which were carved by the hotel staff. Fans that participated were entered into a drawing for a chance to win 5,000 HHonor points. Getting fans get involved in selecting the winner helped the hotel increase their Facebook reach and post engagement.

Hampton Inn & Suites Nashville Downtown Pumpkin Contest

During the 2013 holiday season, Embassy Suites Denver Southeast hid an Elf on a Shelf doll around the hotel common areas. They then asked guests to take a picture of the doll when they saw him around the hotel and post it on the hotel's Facebook page. The hotel marketed this imaginative campaign through Facebook posts, flyers on the front desk, and table toppers in the dining area. The hotel organically gained 21 new fans throughout the short campaign, and the Elf on a Shelf posts increased their reach to 2,669 people (an increase of 669% YOY when compared to holiday posts in 2012).

Embassy Suites Denver - Southeast Elf Contest

Post photos of your hotel’s holiday décor

Keep your social media content relevant by posting photos that show your hotel’s holiday decorations. This will help your future guests imagine what it would be like to stay at your hotel during the season. Here are a few fun ways to create quick and interactive content:

1. Leading up to Halloween, post a photo of pumpkins and a bowl of candy sitting on the front desk.
2. Around Christmas time, use your smart phone to take a short video of your team decorating the Christmas tree.
3. During Hanukkah, display a menorah in the lobby and take a photo of a team member lighting one of the candles.

During the 2012 holiday season, Radisson Hotel Fisherman’s Wharf helped their fans imagine what it would be like to stay at their hotel during the holiday season by posting a picture of their festive lobby. The spirited post received both likes and comments from their Facebook fans, including one fan who admittedly wished he was there. 

Radisson Hotel Fisherman's Whaf festive lobby

Post your hotel restaurant’s seasonal specials and events

Sharing your holiday menus and on-property events on Facebook will increase engagement among local fans and bring in more foot traffic, which will translate to more food and beverage revenue. Here are a few ideas for relevant posts to help boost your local food and beverage traffic:

1. Post a photo of your hotel’s seasonal cocktails (e.g. Egg-nog, Candy Cane Martinis, or Gingerbread Cocktails) alongside the recipe.
2. Post a photo of your hotel’s Christmas day dinner menu with a link to your hotel’s dining page for more information.
3. Post photos of other seasonal specials as they are added into the menu mix.

During the 2013 holiday season, Embassy Suites Brea – North Orange County shared their special holiday delights with their Facebook fans. With the menu posted on social media, more fans were aware that the hotel was offering seasonal specials during Christmas and New Years.

Embassy Suites Brea – North Orange County holiday specials menu

Integrate the holiday season into your hotel’s independent website content strategy

Refreshing your content strategy regularly can improve your online presence by showing that you are keeping your site current and relevant. This should naturally have a positive impact on your hotel’s SEO. Below are some unique ways to seamlessly weave the holiday season into the content strategy on your hotel’s independent site.

Audit your current photography to ensure it includes seasonal imagery

In recent years, people have begun booking flights and hotel accommodations closer and closer to their actual travel date. This means that a guest shopping on your hotel’s website is likely looking to book a hotel for a stay that’s within the next 30 or 60 days. By keeping your photos fresh and seasonal, you will be able to better manage guest’s expectations. For example, if your hotel is located in Kansas City, a place where the scenery changes with the seasons, make sure your hotel’s photography incorporates blue skies and sunshine, red and yellow fall foliage, and sparkling white snowcapped buildings.

Add new or rephrase current special offers and discounted packages

Brainstorm new special offers that integrate a seasonal event or holiday. For example, if your hotel offers a complimentary shuttle to the nearby mall, create a holiday shopping package targeting moms who need to do their holiday shopping. You can also take your current offers and tailor the copy to reflect the holiday season. So, if your hotel already offers a shopping package, add some seasonal verbiage to the package description so that it appeals more to guests booking a stay around the holidays.

In the screenshot below, Hilton Bellevue is offering discounted guestrooms during Magic Season weekends, as that community event incorporates kid-friendly activities, so it draws families into the city to celebrate the holiday season.

Hilton Bellevue holiday and magic season events

If your hotel has a spa, create a seasonal-inspired spa deal. For example, The Lodge & Spa at Callaway Gardens offers a “Purifying Pumpkin Facial” for the 2014 fall season, and they promoted a “Jack Frost Spa Treatment” for the 2013 winter season. Adding a spa deal that reflects a particular season or holiday creates the illusion that the offer is only available for a limited time, so guests are more likely to book the treatment.

The Lodge & Spa at Callaway Gardens purifying pumpkin facial

Share local community or city-wide holiday events

If your hotel is located near an area that does something special for the holidays, share it on your independent website. Write a landing page featuring well-known holiday events. Those events that are expecting a large turnout will already have a lot of awareness and, therefore, more search volume.

Create a seasonal events calendar on your independent website to list smaller or more locally-based, seasonal events, as this will serve as a helpful guide for things to do in the area around the holidays. Having this information readily available on your hotel’s website allows guests to see that your hotel is located near fun and happening events. It essentially creates a “one-stop-shop” for guests so they don’t need to do additional research after booking their stay. They can see what events are happening in the city right on your website and begin planning their itinerary. Make sure to ask the event host to link back to your hotel’s site too, especially if they have an accommodations page!

In the screenshot below, The Lodge & Spa at Callaway Gardens promotes Fantasy in Lights through an informative landing page that ties in a seasonal “Fantasy in Lights" package.

Fantasy Lights at Callaway Gardens

Ready to get into the holiday spirit?

It’s time to spice up your holiday marketing strategy. Sit down with your hotel team and begin making a list of events, brainstorming special offers or contests, and going through your photo library. Then, work with your hotel’s marketing manager to seamlessly integrate these seasonal strategies into your existing social media and independent website strategy. Bust out your Santa hat, relax with a cup of eggnog, and watch your fans engage with your jolly hotel!

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This past week, the Blue Magnet Interactive team was fortunate enough to attend ClickZ Live in Chicago, formerly SES Conference & Expo. Our digital marketing team explored various session to hear industry leaders insights on topics such as paid advertising, email marketing, social media, data & analytics, and user-experience. Read our key takeaways from some of these educational sessions and discover how these insights can be applicable to the hotel industry. 

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What session did you attend?

Winning Email Marketing Strategies: Improving Opens, Clicks, Conversions and Return-on-Investment presented by Jeanne S. Jennings, Consultant on Email Marketing Strategy at

At this session...

Jeanne reminded the audience that email marketing is not dead. Following ecommerce websites, email marketing is the second highest ranked marketing channel in providing effective results. Jeanne noted that 74% of marketers who test their email campaigns report that email marketing results are “excellent” and “good”. She then introduced several email marketing elements that are crucial for improving opens, clicks, conversions, and return on investment, which are:

1. Subject Lines: one of the most important parts of any email marketing campaign. Your subject line often determines whether your email is opened and read or deleted and forever forgotten. Throughout the years, there have been many beliefs on what makes a good subject line, and Jeanne shared her opinions and personal studies on a variety of these trends.

    • Special Characters: Less than 10% of email subject lines contain special characters today. As Jeanne and the audience agreed, a subject line, such as: “Enjoy an Exclusive Holiday Offer ★” appears to be spam, since the star is not directly related to the product. In order to keep your subject lines clear and concise, it’s best to avoid using special characters when writing subject lines.
    • Long Subject Lines: It’s important that subject lines are long enough to engage the reader and get them to open your email, but don’t make your subject line longer than it needs to be. Always make sure everything you are writing in your subject line is of value to the reader.
    • Short Subject Lines: Sometimes you can get a lot of impact and value with a short, concise, and straightforward subject line. An example from the presentation was an email from New York & Company with “100” as their subject line. It was relevant and exciting because everything in the email was $100.
    • Personalization: In a 2014 study, MailerMailer found that personalizing the subject line and body of the message is the key to optimizing email campaigns. This study showed that users were more likely to purchase more items, more willing to receive promotional emails, and more willing to share personal preferences when they received a personalized email campaign.

2. Content Strategies: Even though over 90% of marketers are utilizing content marketing today, successful execution may be more difficult than originally assumed. In a study by The Content Marketing Institute, lack of time, producing enough content, producing engaging content, and lack of budget are the top challenges of content marketing. Creating an editorial calendar, polls and surveys, videos, and promotions, are a few ideas to create engaging and original content.

3. Landing Page Optimization: Since conversions happen on landing pages, an email campaign is only as effective as the landing page it is linking to. It is critical that your landing page has a clear and concise headline, is directly related to what your email campaign is promoting, and has a strong call to action.

One of the most interesting things I learned at this sesson is...

Making the effort to personalize email campaigns can have a huge impact on results and ultimately lead to an increase in ROI and overall revenue-per-email. Using revenue as their key performance indicator, Jeanne helped a client test personalization in their email campaign. Through their intricate testing, Jeanne and her client found that using the recipient’s first name to personalize both the subject line and the body of the message boosted revenue-per-email by 160%.

How can a hotel ensure their email marketing campaign is successful?

Email marketing strategies can help hotels increase occupancy by generating new guests and improving guest retention. Email campaigns allow hoteliers to visually and descriptively explain why their hotel is the best place to stay in their city!

A few tips for hotels to increase ROI on their email marketing campaigns include:

  • Send an eNewsletter. This is a perfect way to share all the fun happenings at your hotel. If you recently participated in a charity event or had a fun staff outing, share it in your eNewsletter! While eNewsletters are a fun way to stay in contact with your guests, it’s important that they are also promotional. In order to be an effective email campaign, eNewsletters should be 60% editorial and 40% promotional.
  • Maintain a consistent email marketing campaign schedule. Boost your email frequency by sending a series of email campaigns. By doing this, you are more likely to see a higher ROI than a one-off email campaign.
  • Promote hotel specials, especially limited time offers. Whether they are seasonal special offers such as a holiday shopping package or a year-round offer you want to promote, an email campaign is the perfect way to get the word out to a targeted audience.
  • Target past guests. After guests check out of your hotel, it’s important to stay in the minds of those customers. Sending past guests a variety of email campaigns is a great way stay in touch and ultimately improve guest retention at your hotel.

Read more highlights from other ClickZ Live Chicago 2014 sessions.

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What session did you attend?

12 Tips for the Perfect Email Campaign presented by Sundeep Kapur, also known as the Email Yogi.

At this session...

Kapur walked the audience through his tried and true email marketing processes. He recommended learning as much as possible about your email subscribers through surveys, so you can send them the most targeted campaigns possible. He also suggested connecting stories across campaigns, rather than sending out unrelated blasts every day/week/month. For example, if you send out a quiz in one eblast, send out the answers in the next. One of Kapur's other key takeaways was to always send out a relevant campaign. Even if you're sending out an email wishing your subscriber a happy birthday, find a way to connect it back to your company so that it is relevant to both parties.

One of the most interesting things I learned at this session is...

How effective real-time response can be. Including buttons to request a download, whether it be a coupon or a whitepaper, can create a back and forth email chain that makes ESPs (email service providers) think subscribers are actually conversing with you, which helps to keep your account in their good graces. Automatically sending the download immediately after it's requested has also shown to have a very high open rate - averaging 95%! Moral of the story, finding a way to make campaigns interactive can help to boost engagement. 

How can a hotelier make the most of their email marketing campaign?

With so many people coming in and out of a hotel, from corporate conferences to weddings, family vacations to high school reunions, email marketing provides a way to reach each of those groups with a specific, targeted message. Since brides-to-be don't want to book your family fun package, and parents traveling with their children really aren't interested in your wedding packages, segmenting your subscriber list is one of the best things a hotelier can do to increase their open and click through rates and decrease their number of unsubscribes.

One thing to remember: Even a segmented list can have a high unsubscribe rate if hoteliers are buying their lists. It's important that hoteliers never resort to buying a list - it could get your email marketing account shut down all together!

Read more highlights from other ClickZ Live Chicago 2014 sessions.

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What session did you attend?

Ad Optimization Best Practices: Create, Test, Convert presented by Frank Palmieri, Manager of Creative Strategy at Yahoo, and John Gagnon, Bing Ads Evangelist. Both speakers focused on the importance of strong ad copy in PPC campaigns.

At this session…

The speakers shared top four tips for compelling ad copy, which are:

1. Appeal to Emotion

Online users’ purchase behavior is strongly influenced by their emotions. The words and phrases used in ad copy should jump out at the users, making them feel that they have a reason to click your ad. In an example from the seminar, Frank showed an ad for womens handbags. Rather than the headline of the ad simply saying, “Buy Our Great Handbags”, it appealed to the users’ emotions with a headline saying, “Splurge On The Perfect Handbag This Holiday.” The action word “Splurge” denotes the idea of, “I’ve earned this handbag!”, compared to the more generic, non-emotional word “Buy”, which most likely doesn’t evoke any particular emotion from the user.

Hotel Marketing Tip: In ad copy, use emotion-evoking action words like “Indulge”, or “Nourish”. You can also try stressing time sensitivity with phrases like “Don’t miss out on ____” or “Limited time savings.”

Optimized Ad Copy


Unoptimized Ad Copy



2. Use Colloquial Language

In simple terms, speak the users’ language. It is easy for advertisers to get caught up in industry terminology that often doesn’t mean the same thing to an online shopper that it does to the person writing the ad. It is important to understand how your target audience refers to your product or service in casual conversation since online users typically type in search queries in the same colloquial language that they use with friends.

Hotel Marketing Tip: Imagine your property is what many people consider a “Bed and Breakfast” (say, for example, a converted Victorian home with 10 private bedrooms, and home cooked breakfast each morning for guests). You and your staff may refer to your property as an “Inn”, but after doing keyword research, you notice that there are four times as many monthly Google searches for “Bed and Breakfasts” than for “Inns”. With this knowledge, your ad headlines should use “Bed and Breakfast” rather than “Inn” to make sure that your ads are appealing to searchers in terms that mean something to them.

3. Be Credible

This idea is often undervalued and overlooked when developing ad copy. The speakers discussed how both Bing and Yahoo have performed various ad tests proving that the more believeable your copy is, the better your ads will perform. Words like “Official” and characters like the “Trademarked” or “Registered” symbols are authoritative in the eyes of searchers, and have proven to drive higher click through rates. With this concept of credibility and transparency in mind, some PPC platforms have even implemented rules preventing advertisers from using vague or gimmicky terms like “Best” or “#1”.

Hotel Marketing Tip: If your hotel is part of a large and well know brand like Marriott or Hilton, use those branded terms in your ad copy. Even if your hotel is independently owned, use phrases such as “Official site of [your hotel]” to capitalize on the credibility associated with the word “Official.”

Optimized Ad Copy


Unoptimized Ad Copy


4. Promote Lists

From 140 character tweets to 70 character ad descriptions, online searchers are increasingly used to short-form content. Rather than reading through paragraphs of content, modern consumers can’t seem to get enough of short and precise lists. The speakers discussed how frustrating this phenomenon has made some classic journalists who prefer writing in depth news articles, as their articles are often being passed up for “Top 5 Breaking News” segments, each with 3-4 sentence summaries rather than lengthy analyses. The good news is that ads promoting “Top 5” or “Top 10” content tend to perform incredibly!

Hotel Marketing Tip: Build a landing page on your hotel’s website that outlines a “Top __” list, then create PPC ads that highlight and link to that page. Some great ideas for hotels include, “Top 6 [City] Attractions”, “Top 10 Restaurants in [City]”, or even “Top 5 Reasons To Get Married At [Your Hotel]”.


Read more highlights from other ClickZ Live Chicago 2014 sessions.

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What session did you attend?

Next-Generation Website Usability: How to Optimize Your Site for the Best User Experience presented by Shari Thurow, Founder & SEO Director, Omni Marketing Interactive

At this session…

Shari reminded the audience about the importance of creating a positive user experience by paraphrasing Peter Morville, founding father of information architecture – users can’t buy what they can’t find. She then introduced several site elements a website developer or project manager must test and measure to ensure a satisfactory user experience. These elements include:

  • Learnability
    • Can a user easily learn how to use the site?
    • Can a user quickly understand how to navigate the site?
    • Can a user tell what parts of the site are clickable and what has been clicked already?
  • Efficiency
    • Can a user achieve their objective on this site?
    • Can a user check out and complete their transition or is there a high abandonment rate?
    • Are users spending an abnormal amount of time seeking help on the site (reading FAQs, using site search, using the live chat feature)?
  • Memorability
    • Can a user remember how to use the site upon returning?
  • Error Prevention
    • Can a user easily recover from errors they make on the site?
  • Satisfaction
    • Would a user recommend the site to another person?

One of the most interesting things I learned at this session is…

Your site design should consider usability for disabilities as well. Make your site more accessible to people who are color blind by using a high color contrast throughout the content to help distinguish among the various site elements. Try a color contrast checker like this WebAIM resource. Underline clickable text to make it obvious that it is a hyperlink. 

Also, a usability best practice is to use a three color scheme for all clickable elements – active, inactive, and visited. Make your active color a warm color – coolor shades of gray tend to recede and are better suited for inactive elements. Use Adobe Color CC to find a palette that works for your site.

How can a hotelier ensure their website provides a positive user-experience?

If a user can’t figure out how to check rate on your hotel’s website, continually encounters an error, or has to create some sort of user log in to proceed, chances are, they will bounce off the site and book elsewhere. So, when designing a new website for your hotel, gather 30-40 people (demographics of test subjects should vary) and run a usability test to work out any issues or kinks prior to launch.

Also, try to think like a guest. What are the top “make it or break it” criteria a guest may want to know about when selecting a hotel? Some of the most crucial decision-making amenities include free WiFi, pet-friendly rooms, proximity to public transportation, etc., so make sure that information is easy to find and the policies are clearly presented. Ask your front desk staff or phone operators what questions they receive often, whether during the booking process or a guests stay. Include answers to those commonly asked questions on your hotel’s site where applicable. If you don't know where to place the information, create an FAQ or Q&A page that serves as a customer service resource.

You should also devote some time into researching your target audience and determining your site’s color scheme. Different colors have different meanings and those meanings also vary among different cultures. Thurow mentioned that a majority of women make travel decisions for their family, so your hotel's website may benefit from a neutral color palette, or perhaps, one that is slightly more feminine. She suggested using purple for travel related sites.

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What session did you attend?

Dominating the Local Ecosystem - Trends, KPIs and Ranking Factors presented by Richard Mastriani, Director of SEO for Wyndham Hotels, and Benu Aggarwal, Founder of Milestone.

At this session…

The speakers reviewed the most important factors to consider in Local SEO. The top thing that can negatively affect your local SEO is inconsistency with your UNAP (URL, Name, Address, Phone). It is of the utmost importance that this information is identical throughout your website and citations.

The other factors in order of importance were:

  • Authority Reviews
  • Social
  • Mobile
  • Quality and Authoritative Links
  • Google My Business Signals
  • On Page Signals
  • Location of Business

Mastriani also shared a few tools that are useful for local SEO. There are a number of tools available, including Moz Local and Yext that will push your business data out to these local data aggregators.

One of the most interesting things I learned is...

You cannot ignore the big data aggregators. If your listing is missing or incorrect on InfoUSA/ExpressUpdate, for example, it could negatively affect up to 70% of your other  business listings on the web.

How can a hotel ensure they are leveraging their local presence?

Hotels will best succeed with Local SEO if they have someone dedicated to this, either in house or through an agency. The U.S. Local Search Ecosystem is a web of sites that are constantly transmitting data to each other. If your business has incorrect information on one, it can trickle down to be incorrect on hundreds of sites and negatively affect your online performance. A local SEO pro will know what tools to utilize and what steps to take to ensure a squeaky clean UNAP for your hotel!

Hotels be warned though. If an agency claims that they can update this information with the click of a button, be wary. Not every tool is 100% foolproof, which is why Blue Magnet takes a fine-tooth comb to our hotel’s listings.

Both speakers mentioned that managing these local listings takes manual effort – it may require time on the phone with Google customer service, following up on a correction to Foursquare, or manually adding a business to Acxiom. These types of updates are best completed by a human, rather than a robot.

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What session did you attend?

The Future of Customer Engagement with Location Based Marketing presented by Brendan O’Brien, Director of Global Marketing at Cisco.

At this session…

O'Brien discussed emerging location-based marketing capabilities and how they are being used to deliver innovative business models and drive revenue. The location-based services (LBS) market is expected to grow by 66% each year for the next five years, reaching almost $50 billion by 2019. What does this mean for businesses? Business professionals need to understand location-based marketing and its reach, impact, and capabilities to deliver real value in the future.

Captured from WiFi and other interactive beacons and sensors, location for a business is a treasure trove of data. Capturing local data and measuring local traffic can heavily influence a business’s overall engagement strategy. Discover where people go, where they spend most of their time, and what’s important to them. Location-based marketing allows for businesses to deliver personalized, relevant content directly to the clients’ devices, which increases engagement and customer satisfaction as well as provides an enhanced level of customer service.

Here are the location-based marketing basics:

  1. Detect: When we use WiFi, our presence is tracked through our mobile devices. It may seem creepy, but it’s completely anonymous (it’s how map apps track traffic and provide real-time traffic updates). This data shows where customers go and how much time they spend there.
  2. Connect: When customers sign up for an app or login using their Facebook or Twitter accounts on a mobile device, it gives access to their personal information such as demographics and personal preferences. This allows businesses to discover who their true audience is and what they want.
  3. Engage: Having gathered and analyzed the location-based data, businesses can provide customers with unique, personalized experiences through push notifications and app-based mobile engagement.

Mobility drives loyalty, loyalty drives revenue.

One of the most interesting things I learned at this session is...

40% of shoppers use in-store WiFi, 46% of shoppers buy products in-store after using a mobile device to research them, and 50% of shoppers use their mobile devices in-store to look for additional deals, coupons, and offers. Mobility continues to influence how customers make their purchasing decisions; however, where mobile users access WiFi and information is steadily becoming equally as important.

How can a hotelier use location-based marketing?

A great example that O’Brien shared is MGM’s innovative Bellagio App. The renowned Bellagio hotel in Las Vegas is very large and has many onsite amenities and attractions, therefore MGM Resorts International partnered with Cisco to develop an interactive app for their guests. They equate the app to a “personal concierge” - with interactive maps, event schedules, push notifications for shopping discounts, and show tickets, guests can easily enjoy their stay in Las Vegas. Check out Cisco’s video about the Bellagio App here.

Several brands and individual hotels, like the Bellagio, have incorporated mobile apps into their marketing strategies. They vary from simple reservation apps to guest services apps. Although helpful, not all increase guest engagement or provide unique offers. Adding innovative LBS to these apps will help hotels offer their guests enhanced customer service and personalized experiences.

Below are some examples of location-based services applicable to the hospitality industry: 

  • Automatic Check-In: Guests can avoid lines by using auto check-in on a mobile device when they enter the hotel lobby.
  • Keyless Entry: Say goodbye to lost/stolen keycards. Guests can unlock their room or suite with their mobile device. Bluetooth enabled locks will recognize the unique device specifically registered to that guest room.
  • Maps for Visitors: Your hotel can provide guests with interactive maps of the surrounding area or of the hotel itself, especially if the hotel is connected to additional facilities such as a convention center, shopping center, or theater.
  • Increase Event Attendance: Remind guests of upcoming events through push notifications. Let them know in advance about breakfast, evening receptions, special holiday events, or conferences.
  • Offer Special Promotions: Send your guests tips and discounts through push notifications as they explore surrounding restaurants, shops, and attractions.

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