Want to stand out from the crowd? The book Anomaly: How to Finally Stand Out From The Crowd by Zack Miller tells us exactly how to do that.
An anomaly is defined as something that deviates from what is standard, normal, or expected. The author advises us not to be afraid to do something different than others. Being different is what gets us noticed. When we stand out, people want to see what we're all about.
Offer some free content to your ideal guests (your target market) in exchange for their name and email. Find creative ways to stand out to them. They will stay on your e-mail list if they feel they are receiving value from you. Emails should be short, sweet, and to the point. If you do not follow up, nothing will happen.
Stay consistent in the way you communicate. Your relationship with your guest (or potential guest) should not end after they leave your accommodations. You can continue to reach out to them via email (as long as they do not unsubscribe). By sending a regular email (such as weekly or bi-monthly), you are teaching your following to expect something.
Your content is unique because it is from your point of view. Take inventory of the content you already have (website, blog posts, social media, and so on). Your best content should be given away and consistently promoted.
What other kinds of content can you offer? According to Miller, the most important thing is producing content people crave and engage with.
Promote any past wins relevant to your hospitality business. This could be your award-winning recipe or your leadership in a B&B association.
Create a content calendar and automate your social media. Schedule when you want to post and note which keywords, hashtags, and phrases you will use for your content.
Write down the questions you are asked by guests and potential guests. The questions you receive may come from email, over the phone, in person, and through social media. Take the top questions and create content around them.
By asking questions, you can learn a lot. Let the market guide you as to what you offer your guests.
Display your awards, media recognition, association memberships, inspection rating, average online travel review, and much more to attract new guests. Add their logos to your website and social media. Prominently display your achievements for guests to see when they enter your bed and breakfast inn.
A simple handwritten "thank you" (such as thanking them for being your guest) can go a long way towards keeping their visit with you top of mind. Send them home with some homemade goodies, a coffee mug with your inn's logo on it, or something else that makes you more memorable.
When guests are booking their rooms with you, do you make it easy for them to add extras? This could be add-on items like roses and chocolate, or even bigger items like guest packages.
By regularly adding blog posts to your website, you are sharing fresh, relevant content that makes you more visible in online search engines. The longer a guest stays on your website, the more likely they are to book a room or a private event with you.
By not doing what everyone else does, you will stand out and not be lost in the crowd. Tell the story you want your followers to know about you. The more they can learn about you, the better your chances of them becoming a customer.
Display your positive testimonials on your website and in social media. This can mean the difference from a guest choosing you over your local competition. Learn from bad reviews and promote good reviews. Publicly respond to every review (since they took the time to leave a review). Also, other readers will benefit from reading your responses.
Read reviews of your competitors to learn what they are doing, see what their guests are posting, see ways you can improve your own business. You must be conscious of the customer experience from the moment they arrive until they leave.
Feeling overwhelmed and/or you'd rather focus on your guests? Contact Kristi Dement of Bed and Breakfast Blogging. During our first conversation, I can get to know more about you, your inn, and your future vision for your hospitality business. You are welcome to ask me questions as well.
I successfully manage the online marketing of bed and breakfast inns (Bed and Breakfast Blogging began in 2013). I am a Vendor Member of the Professional Association of Innkeepers International. I provide my clients with consistent and effective blogging, emailing, and social media marketing as well as hospitality consulting. Together, we will choose what services are best for you.
Image by Marcus Berg of Unique Angles Photography