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Would you like the ability to tell everyone who checks out your property, every day, week, and month how great you are?
You can do this and I’m going to explain how.
Welcome to another edition of hospitality property school.
I’m your instructor, Gerry MacPherson.
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I am going to be talking about emails and guest list building.
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I have heard independent hotel, resort, inn and bed & breakfast owners say
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“I’m just a small property owner, not an international internet marketer, why would I need an email list?”
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The usage of the internet, tablets and smartphones is the norm for most people and for you to be successful as or more successful than your competitors, you have to be online, in front of your customers.
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You may be active in the world of online marketing, and email and guest list building is an aspect that you should be utilized to increase business and your online presence.
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I have mentioned many times before, it is imperative to build trust and establish a relationship with your customers. People typically choose businesses and in your case, return to properties they feel they can trust.
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Email and guest list building is a great way to build your customers base and establish a sense of kinship around your brand and your property.
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Email lists can increase your properties business for several reasons.
- When people opt-in and give you their email, it is a huge sign of trust
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- People are on their email 24/7, and giving you their personal email address shows that they are interested in what you have to say
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- Email marketing will increase the chances that people see your content
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Think about it, how often do you normally visit any company’s website? Daily? Weekly? Probably not as often as you check your email.
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Email marketing is an excellent way to notify your customers about property updates, news, or even specials and deals you may be offering.
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Ultimately, email marketing is a cheap, fast way to reach your customers while building traffic to your website and increase your customer base.
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I want to give you two different scenarios.
I want you to imagine that you’re potential customers come to your site, they enjoy what you have to offer, your information, your videos, your articles, and so forth, but then they have to leave, and eventually, forget about you.
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Later, some of them will think “What was that site I visited last week?” and just don’t remember how to get back to you.
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What you did marketing-wise, to get them there is all lost. You have no way to communicate with them.
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Now imagine this:
Your visitor comes to your site, and they see that you’re offering something of value, in exchange for their email address.
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They like what they see, they like your site, they like your information, and they like your videos, so they end up signing onto your email list.
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Now you have a way to communicate with them, you can put them onto your autoresponder system, you can begin to send them daily or weekly tips and updates, and you have a way to warm them up so eventually when they are ready to book, you’re at the forefront of their mind.
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That is why you need to have an email list so that you can communicate with your visitors who actually see value in the information you are providing.
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Now let me talk about the types of lists, and ways to build them.
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There are two main types of lists.
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The first list of people who have found your site and signed up for the free incentive. I will be going into more detail soon.
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The second is guests who have already booked with you – a customer-based list.
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To save yourself a ton of time and stress you have to have an autoresponder service.
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This type of service is used to create a subscription form, forms you can add to your website, email signature and promotional pieces.
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There are a number of marketing software companies around but the one we use is GetResponse.com, and if you don’t know where to start, they’re very easy to use and have an excellent tutorial program.
Full disclosure, we are members of their affiliate program but even so, it would be worth checking them out.
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You can find them at
https://keystonehpd.com/getresponse
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⇒ TO READ OR LISTEN TO THIS EPISODE ON KEYSTONE HOSPITALITY PROPERTY CONSULTING:
https://keystonehpd.com/KHDC159
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⇒ And don’t forget to join the “6 Day Challenge” here:
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RESOURCES & LINKS MENTIONED IN THIS EPISODE:
Keystone HDC Post Downloads
We add to them every month.
https://keystonehpd.com/KHDC140
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Join our community in “The Hospitality Property School Group” –Check it Out for One Full Week for Only $1
https://keystonehpd.com/membership-site
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Say hi on social:
Facebook: https://www.facebook.com/KeystoneHDC
Twitter: https://twitter.com/KeystoneHDC
Linkedin: https://www.linkedin.com/company/keystone-hospitality-development
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Listen to The Hospitality Property School Podcast here:
https://keystonehpd.com/itunes-podcast
https://www.spreaker.com/keystonehdc
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YouTube
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