Too Many Choices!

Q: We get bombarded all the time from different websites/search engines to join, but which to choose? How many should we be on? I realize that a lot of business comes from the internet these days, but what other alternatives can we maximize?

Q: What do you think we should spend our marketing dollars on, besides a webpage, etc? We find there are just so many advertising opportunities out there -- it's hard to decide what to do, in what publication to go into, etc.

A: Besides web marketing, there are very few marketing opportunities for innkeepers which still pay off. That is not to say print is dead, far from it. It's just the number of quality printed guides as diminished to only those which remain effective -- a kind of survival of the fittest. Printed regional B&B directories, state B&B association guides and a few national lodging guides are still a very necessary part of every marketing budget. High quality four-color rack cards have replaced the traditional brochure and can be extremely inexpensive (10,000 for $750) if you shop around. Other than that, the majority of traditional mediums and media no longer produce much bang for the buck. That said, let's go back and discuss what you didn't ask for -- Internet Marketing. Many innkeepers believe having a web site is enough. However, "if you build it, they will come" does not apply to web sites. As a matter of fact, they won't come unless you actively promote your web site. Your own domain name web site is the hub of all your marketing. All of your efforts and marketing dollars should be in the design and promotion of this single entity. After it is designed, you will want to start signing up for some of the national lodging guides being sure to get a link back to your own web site. Click here for our list of recommended guides in ranked order. I know there are a veritable plethora of marketing choices out there but marketing need not be confusing and shouldn't cost a fortune if you make wise and informed choices.