How to do well the network marketing promotion of the inn?

The marketing promotion of inns and homestays, whether it is brand image communication or active communication, is ultimately a drainage behavior, expanding new channels and transforming more booking rates.

B&B's marketing promotion includes conventional promotion methods, such as online marketing: B&B is displayed and promoted by establishing an appointment website and online channels such as Douban, Weibo, WeChat and webpage; Overall marketing: jointly set up a homestay association, integrate resources and package marketing as a whole; At the same time, people's popularity can be improved by holding festivals collectively; Word-of-mouth marketing: the most important thing is to establish a good customer relationship with tourists and establish your own brand through enthusiastic service.

You have to live with experience. A homestay that has no life and only sells accommodation is doomed to be bleak.

For the average homestay owner, it is unrealistic to build a professional and integrated promotion platform, and both investment ability and professional ability are questionable. At this time, the media is the savior.

For public platforms like Ctrip and Qunar, it is obvious that what you can find here is accommodation, not lifestyle. Ctrip and Qunar are traffic platforms suitable for hotels. B&B is a small and beautiful individual, which belongs to the category of scenes, and its core is community commerce. The essence of community commerce is to disintermediate and make full use of scene marketing. Therefore, hoteliers should learn to use self-media tools, including WeChat, Weibo and other media, make full use of business characteristics and tonality, identify their own customer base, and realize accurate marketing. The effect is often twice the result with half the effort.

Then, in today's era, how should inns and homestays do a good job in self-media marketing promotion?

Content creation follows three principles: 1. Continuity 2. Value 3. Original.

Persistence: keep a certain number of updates in a fixed period of time, such as updating 5 articles a month, so as to last. I have paid attention to WeChat official account in many inns and homestays. As soon as I open the historical news, the latest one is a year ago, which is difficult to produce value.

Valuable: Content can deliver value to users. Useful, interesting and fun are all manifestations of value. Valuable content dishes allow users to reprint their own collections, thus forming a greater spread.

Originality: the content is as original as possible, and originality is the best publicity. Major platforms are increasingly protecting original content. By copying and pasting, the era of writing an article in a few minutes is coming to an end. Insist on writing original articles, and at the same time obtain the original protection logo from the media platform, and the credibility of the content has increased.

Content carrier:

Select appropriate content carriers: text, pictures (photos, cartoons, facial words), audio, video, atlas, voting, links and H5 pages. When creating content, it is obviously difficult for users to read a complete article with pure text content. Users are more interested in content carriers such as atlas, short videos, H5 pages, etc., and stay for a relatively long time, but the link opening rate is relatively low. In content collocation, try to choose the content carrier that users are interested in.

What's the content?

Many innkeepers complain bitterly, and I know the importance of self-media, but I just don't know what to write, so it is difficult to continue. Inn B&B can do self-media marketing promotion from the following aspects.

1.B&B inn belongs to the' accommodation' among the six elements of tourism, and its content can be related to tourism, because the target customers of B&b inn are people who are preparing to travel or have travel plans. The inns and homestays are basically located in popular tourist destinations or villages with rich cultural atmosphere. The content can focus on travel strategies, including traffic, climate, eating, drinking and having fun. This kind of content is most easily collected by readers. Or introduce the inventory of local food, beautiful scenery, folk customs and so on. Such content is more likely to form continuity.

Second, the content related to accommodation. For example, taking stock of the top ten most beautiful hotels in Xiamen, Lijiang is the five most suitable hotels for couples to stay in, embedded in their own stores.

Third, the story of the innkeeper and the contents of the inn. The owner is the soul of an inn. By explaining the story of the owner, such as why he gave up his excellent job in the city to be an inn, the content may not last long and can only be published several times.

Fourth, the story happened in the inn, and the interesting things that happened in the inn were collected as the content.

Fifth, use Baidu index to analyze the content index that users pay attention to. You can take the elements in the regional demand diagram as content.

Usually accumulate more materials, including words and pictures, which can be processed by yourself or collected from the Internet.

Content typesetting:

A good article not only includes good content, but also has a good layout. The typesetting of articles belongs to the secondary processing and packaging of content, which presents better reading effect for users. Pay attention to paragraphs, fonts, text colors, line spacing, background colors, etc. You must preview what you write first to see how the reading experience is and whether there are any typos. And then release. Edited articles can be edited by WeChat editor, with various forms and rich material content.

1. Content sharing: through reprinting the content sharing to the circle of friends, WeChat group, QQ space, Weibo, Douban, Post Bar, Baidu Library, Zhihu and other platforms, make a second exposure. When reprinting, it is best to summarize the highlights of the content in a few sentences to guide interested users to read, so the click-through rate will be higher.

2. Contribute and publish to other platforms: Limited to the limited number of platform users, you can contribute good content to other larger platforms, such as vertical tourism, hotels and local media. As long as the content quality is good enough, it can generate great exposure on these platforms.

Platform selection:

Headline number: a comprehensive content distribution platform with huge traffic. Advantages and features: 1 is a fast-growing emerging creative platform. In terms of application treasure, the number of headlines downloaded today has reached 340 million. 2 scientific and accurate recommendation engine. The content created can reach the target readers' mobile phones in a few seconds. 3 platform revenue diversification. There are not only various headline subsidy programs, but also various advertising share and appreciation income. Good content will not be buried after all. There is also a little information media platform of the same type. Two important recommendation mechanisms of headline numbers: the first launch of the whole network and the original label.

Wechat public platform: Relying on WeChat, there are a large number of users. Service number: mainly based on service interaction, four messages can be sent in groups every month before and after authentication; Subscription number: it mainly transmits information to users (similar to newspapers and magazines), and only one message can be sent in groups every day before and after authentication;

Other traditional news media platforms: Netease Media Open Platform, Sohu Public Platform, Phoenix Media Platform, etc. These self-media platforms are good choices, and content publishing should try to choose multi-platform publishing to enhance its influence.

Release time:

The content release time should try to choose the peak period when users use the platform. Take WeChat as an example. The peak hours of WeChat users are around noon and evening 10. You can choose to publish in these two time periods, and try to publish in weekend time periods, such as Saturday night.