How to do hotel video marketing

How to do hotel video marketing 1 Be clear about what you want from video marketing.

Usually, a standard of excellent marketing content is that it is not directly related to your product. Therefore, it is important to understand why you want to do video stories. Let's cut to the chase and summarize the following points:

Content form: educational or entertaining? Practical or comprehensive? The reputation, image and guest group of your hotel brand will determine your content form.

Audience: List your target audience in as much detail as possible.

What information will the audience get from the video? What value will your video add? How does it help the audience?

2. Plan the form and theme of the video.

When you are ready to start creating videos, it is important to define the scope of work first. Observe which businesses need videos, whether these videos are used inside or outside the hotel, or both.

For example, companies that develop enterprise software may classify video content according to how to support different business functions, such as products, human resources, corporate memorabilia, internal communication, sales, sponsors, etc. According to these classifications, decide your video form and applicable functions.

If it is a product, you may want to tell a story about a specific product or theme. These stories will serve your theme. In the story, do you want to establish a video concept and activity plan? Usually broad and typical, don't pay too much attention to the product itself.

After deciding the story to be told in each function, you can brainstorm and think about the video format that best reflects the story. You can record online seminars, operational skills explanations, interviews with important hotel people, product demonstrations, guest evaluations, case studies, etc.

A better way is to find the questions that the target audience wants to know and answer them in detail, and then make videos on these topics. In this way, you can not only benefit from strengthening search engine optimization, but also build a professional reputation and win the respect of the audience.

Note: In-depth and detailed content is very important. You can also add some attractive and tall brand stories as much as possible to attract target guests. Then spread your video widely to attract public attention.

3, determine the person in charge

According to the existing resources, you can find a video producer in the hotel, or a professional video production team, or entrust an external agency. Make a good budget, know who can do the work, and make the right choice for different schemes.

Plan who is responsible for creative design, who is responsible for writing drafts, who is responsible for reviewing content, who is responsible for logistics services during video shooting, and who is responsible for the promotion and distribution of these videos after completion.

It is necessary to create an editorial department composed of important shareholders who can respond to feedback. This feedback is very important in the whole process, but we should pay attention to avoid too many people and too many things.

4. Choose a good video playback position.

Whether using an online meeting, making a video of operational skills, or interviewing the management team behind the scenes, you need to know where the video will be played on the website.

Note that I'm not talking about some video websites. Undoubtedly, the video website is an important information dissemination channel, but as far as the hotel itself is concerned, it is not a good strategy. After all, video websites just want to increase the number of views of their own websites, which means that it is very likely to guide your audience to pay attention to other related content, even the content of competitors.

Accordingly, when you play a video on a video website, you should add a link to your own website so that potential customers can have a deeper understanding of your brand information while browsing the content.

Many big brands make their websites look like media companies, and put videos on all the pages of their websites. For example, Lego Group, the whole website is full of stories and descriptions of features. From the perspective of B2B, pay attention to SAP and resource center, and have professional and humanized brand videos.

5. Clear presentation.

Just like some written content, you should constantly create, publish and review your videos and audience analysis to ensure their accuracy and practicality.

In some fields, measurement is always important, but video is better than you think. Because the video is like a? Container? You can get data information on any video marketing platform. More conveniently, your video data helps to produce more accurate guidance, because you can see which player has a high playback rate and how long it has been playing.

Develop some important indicators for each video activity:

Attention span and decline rate: Is there an average audience turnover rate of 60%?

Click rate: test the email content with video content and the email content without video respectively.

Statistics of guided consumption brought by video content: Record data daily, weekly and monthly respectively.