“It’s important to practice “frequent lightweight touches”. You’ll probably notice that 90% of digital marketing efforts (adverts, emails, etc.) scream for attention, encouraging customers to reach for their credit card. However, how often have you ever seen an advert or piece of content that’s designed to prioritise your best interest and does NOT ask for the sale? Hardly ever?
I can already sense some of you saying “why would you want to do that?” – but here’s why:
Communication, especially at the moment, is vital. We’ve all become experts in recognising when someone is selling to us and when someone is genuinely looking out for our best interest.
Adopting frequent, lightweight touches means that you communicate with your new and existing audiences in a way that makes them feel taken care of. This is what true hospitality is all about.
One method could be to create a high-value content offer that helps your potential guests make an informed decision about staying with you when they decide to travel again. Begin by including content to pique their curiosity beyond simply making a reservation; perhaps a guide of things to do in the local area. Once they’ve expressed interest by downloading or engaging with the content, send them another helpful piece of content. Only when they’ve expressed interest once again by engaging with this new piece of content, then (and only then) should you send them an irresistible offer to book at your location so they can experience those unique local attractions.”