5 Ways To Win At Mobile Marketing For Your Hospitality Business
While mobile marketing could previously have been seen as more of an additional channel, in today’s world it has now become a must-have to your promotion strategy.
This is particularly applicable to the hospitality industry as according to research from Google, 70% of travellers have carried out travel research on their mobile phones. Booking.com have also found that half of the travellers’ journeys start on a mobile phone, with 50% of millennials discovering new travel companies through their mobile device.
Looking a little broader, the number of active mobile phones in circulation has recently broken the 80 million mark for the first time ever too. For the hospitality industry, this means they could see a huge 29% increase in customers that are choosing to receive text messages from their chosen brands by the end of 2020.
The statistics speak for themselves! Claiming that now is the perfect time for business owners to kickstart their mobile marketing strategy and more effectively reach their audiences. Here are a few of our tips:
Create a mobile-friendly site
Seeing as you’ll be directing most of your mobile marketing efforts back towards your website, it’s important that your site is suitably optimised for mobile. Most website builders - such as Squarespace or Wix - will ensure their templates are optimised for the smaller screen, but it’s a good idea to give your site a quick check from multiple devices too.
If users land on your site and aren’t able to easily navigate their way around, see all the content, click on links, or zoom in or out of different sections, they’re likely to end up frustrated and leave your site within a matter of seconds.
Some simple things that you can do to prevent this happening include keeping website text, short, snappy and succinct and using responsive design so that the layouts on your site automatically adjust to different screen sizes. Other considerations include using a mobile-friendly font size, selecting high-resolution images and regularly testing your site across multiple devices - there are many online generators that can help you do this too.
Social media has proved to be a huge asset to the hospitality industry, especially image sharing apps such as Instagram and Pinterest. This is further enhanced by the interactivity of these channels which allow users to actually participate in campaigns as opposed to just being a spectator. The trick to this is to make your posts as shareable as possible and encourage users to tag their friends or tag their own photos using hashtags you’ve created.
Posting videos or stories can also bring content to life and show your potential customers what’s happening in real-time.
Finally, always remember to direct your audience back to your website by including a link in your profile biography. This will create a seamless user experience and ensure your audience are always one click away from your site!
From Email to Mobile
When creating email marketing content, you’ll want to make sure that it translates smoothly to mobile.
Some things that could help with this include:
- Having a clear and bold headline or title at the top of the message that will grab the reader’s attention.
- Keeping the email body copy short and to the point or even considering using a single column layout so that it displays better on smaller devices.
- Using an image can also be really compelling, especially for the hospitality industry, as people really like to visualise where they’ll be staying and what they’ll be doing.
- Finally, make sure you have a clear call-to-action by implementing a touch-friendly button.
Once you’ve got their attention, you’ll want to make sure they click through to make a booking or enquiry on your site!
Offering exclusive deals through SMS or a mobile app is a great way to target customers on the go and at opportune moments. For example, you could schedule promotional messages offering discount and offers on payday, lunch times or evenings when people are more likely to be thinking about booking trips. You can also coincide this with seasonal offers such as winter sales and off-peak deals. Apps such as SMS Scheduler allow you to schedule messages for certain times of the day to really tap into your user’s needs in real-time.
A good way to get users to open promotional messages is by reinforcing the fact that these deals and promotions are exclusive to mobile users only - you can then associate these with special discount codes that can be applied online or through your app (if you have one).
You could also look at using SMS to offer other services to your customers such as making reservations or checking in or out of your premises through their mobile devices!
Get On The Grid
A quick win to getting your business seen on mobile - and subsequently, visited in real life! - is to register with Google My Business. This will index your business as a location, so it will appear in a customer's’ search engine results if they are close by.
Set your location on your business’ Facebook page too so that your visitors can tag that they’ve visited you!
So whether you’re just starting out or are looking to ramp up your mobile marketing efforts, now is the perfect time to start! Check out Liberis' flexible Business Cash Advance if you're looking for a quick and simple way to fund your strategy too.