Hotel Digital Marketing Tactics

Stop Posting Just Room Photos on Socials! Here’s What Guests Actually Want to See. Be honest with yourself, how many times has your hotel’s socials posted a perfectly polished room photo with a caption like: "A cozy escape awaits. Book now. ✨" And how many times did that post actually drive engagement… or, better yet, a booking? The truth? Guests don’t book because of a bed and four walls. They book for the experience. Yet, so many hotels (and restaurants) flood their feeds with soulless, salesy photos that look just like every other property. If your social media feels more like an online catalog than a destination, you’re missing the point. And here’s the real game-changer: With AI improving at an insane pace, software will soon generate better images of our hotel rooms than we ever could anyway! Perfect lighting, flawless composition, AI will do it all. Just like the image in those post. So, what will actually make a difference? The stories and experiences we share. What Should You Post Instead? 📍 The Destination : Guests aren’t just staying at your hotel; they’re visiting your city. We’re focusing on highlighting local gems, hidden spots, and experiences they won’t find on TripAdvisor. 👩🍳 Behind-the-Scenes Stories : Meet the chef behind your restaurant. Show how your cocktails are crafted. Introduce the team that makes the magic happen. People connect with people, not just places. 🎥 Guest-Generated Content : A guest’s TikTok or Instagram Story will always feel more authentic than a corporate post. That’s why we’re actively encouraging and sharing real experiences from real people. 🐶 Unique Experiences – Is your hotel pet-friendly? Show a guest’s dog getting VIP treatment. Do you have a rooftop with an insane sunset view? Capture it in the moment. We’re prioritising content that makes guests feel something. 😂 Relatable Moments – The WiFi struggle at check-in. The joy of room service at midnight. The feeling of slipping into a fresh hotel robe. We’re leaning into humour, nostalgia, and moments guests actually remember. The Bottom Line? Our guests don’t just want a room. They want a story to tell and a memory to take home. That’s exactly why our hotel group has shifted the focus of our social media strategy. Less staged perfection, more real experiences with the teams on the ground diving right in to get on board! AI will generate the polished images, but it won’t replace human connection. What’s the best-performing post you’ve seen from a hotel or restaurant? Drop a link, I’d love to check it out! 👇🏼

If I were a marketing manager with a <$2,000 budget, here’s what I would prioritise. Priority 1: Optimise the website weekly - Optimise every day. Double down on what’s working and fix what’s not. - Dedicate 3-4 hours weekly for website review. - Examine top-converting pages. - Ensure above-the-fold content builds trust (reviews, brand logos, key benefits, CTA) - Are all CTAs clear and action-oriented? - Check site health using Ahrefs/Semrush and fix critical issues. - Use MS Clarity to understand and reduce bounce rates. - Improve speed with Google PageSpeed insights. Priority 2: Optimise content for SEO -  If you don’t have a big budget for paid media, this is your best bet. - Identify low-hanging-fruits with Ahrefs (pages ranking 4–20). - Use Surfer SEO or SERP analysis for content refinement. - Analyse competitors and build a solid plan to beat them - Not just for content, but also UX, design, messaging, and CTAs. - Optimise 3–4 articles per week. - Publish a weekly expert blog/resources (get input from your team). - Keep an eye on ranking drops for top keywords. Priority 3: Review CRM, attribution & revenue - Ensure forms are working and leads are being captured. - Attribute leads to the correct source. - Review the user journey, first touch, last touch, and everything in between. - Don’t just track lead volume, focus on high-quality MQLs. - Assign a $$ value to each lead and track which pages drive the most revenue. - Tie everything back to revenue, this should be your ultimate KPI. - If you notice an unknown/direct source, call them or delegate it to sales (don’t leave it unknown). - Ensure sales teams are following up and closing deals on time. - Get feedback from sales on lead quality, add an “MQL feedback” field in your CRM. - Keep notes and define action items to improve the site, user journey, and key pages for next week. Priority 4: Get more reviews/testimonials - This is tough for marketers since they don’t always have direct client contact. - Make it a weekly goal (aim for >1 weekly). - Work with the fulfilment and sales teams to prioritise this. - More Google reviews improve local SEO. - More reviews = better SEO, more trust, and higher rankings. - More trust = better conversion rates. Priority 5: Brand awareness and retargeting on Meta - Run small-budget ($500-1k) paid ads and retargeting on Meta. - Focus on brand awareness to drive cheaper clicks. - Retarget with offers, extra value, guarantees, or incentives. - Keep creatives simple, use raw, candid images, product shots, and UGC. - Candid videos, screen shares, and real-talk videos work better than over polished graphics. - Prioritise clear messaging and keep pushing. - Stay front-of-mind, results may take time, but consistency pays off. I couldn't fit everything here due to LinkedIn's limit. Check the comments for more. And let me know if there's anything you'd add!

Text, static, video, or carousel, what actually works best on LinkedIn in 2025? I’ve been observing this closely over the last few months for my clients, and one thing is clear: Carousels and infographics are winning.✨ Not because they’re “trendy.” Not because they look pretty. But because they deliver layered value. When you take the time to: → Break down a thought clearly → Teach through structure → Share multiple perspectives in one post …you’re not just posting. You’re helping. People come back to save. They come back to re-read. They come back because they felt like they gained something. That’s what makes content memorable. Carousels allow you to create that “pause and reflect” moment whether you’re walking someone through a framework, story, or insight. And that pause builds trust. Videos have their place too, they’re great for storytelling and trust-building. But when it comes to driving real, repeatable value, carousels and infographics are hard to beat. So if you’re trying to build presence this year: → Share generously → Structure clearly → Let your visuals do the teaching Your audience will thank you, not just with likes, but with loyalty. P.S.What content format have you been experimenting with lately? Let’s exchange notes. P.P.S. Want to start creating content that doesn’t just get likes, but gets remembered, saved, and turns into real opportunities? Let’s build your LinkedIn content game the right way. Book a personal branding consult , link’s pinned in the comments. #LinkedInTips #ContentStrategy #CarouselContent #Infographics #PersonalBranding #LinkedIn2025

We just hired our own in-house video team. It’s either the best decision we’ve made - or a very expensive mistake. So is it actually paying off? Here’s why we’re doing it, the stats we’re seeing, and what we’ve learned so far ⤵️ 📈 30-day video stats: (From 10 videos posted) - 221,661 impressions. - 1,752 reactions. - 641 comments. Nothing crazy, but not bad for month 1. But here’s what’s really interesting… ---- ✅ What’s working: 1/ Pod-Style → Higher impressions. Looking off-camera formats (as if on a podcast) are outperforming direct-to-camera content. It seems that when it feels more like a conversation rather than a direct address, people engage more. 2/ “We just” opening → Higher impressions. Posts that start with “We just…” are pulling in significantly more attention. People are nosy and want to hear what you’re doing - not just what you think. 3/ Industry insights + frameworks → More shares. Videos that break down industry strategies (e.g. “How HubSpot are dominating B2B content”) are the most shared. When the focus is on the content rather than the individual presenting it, people feel more comfortable sharing it with their audience ---- ❌ What’s not working: 1. Half-polished edits. Right now, two styles are winning: highly produced content and completely raw videos. Anything in between (where it looks semi-professional but not fully polished) seems to land in no man’s land. 2. Videos without strong hooks. This might sound obvious, but it’s a reminder that podcast clips alone often aren’t enough. You need to re-record specific hooks for certain soundbites after the fact to make sure they grab attention from the start. 3. No movement early A strong verbal hook isn’t enough - there needs to be a visual hook too. Whether it’s a quick zoom-in, a background change, or an engaging first frame, movement in the opening seconds makes a big difference. 👀 Why we’re investing in video: Text-based content has driven millions of impressions for us, but the shift to video is impossible to ignore. - It gets people familiar with your face. - Deepens the connection with the audience. - And builds trust exponentially quicker than text. It’s clear that the most effective B2B brands are making video a core part of their strategy—so we’re doing the same. So, is video paying off? ✅ 221,661 impressions ↳ Says yes. ✅ 1,752 reactions ↳ Says yes. ✅ Quality of inbound leads ↳ Say yes. And we’re just getting started. If you’re in B2B and you’re not leveraging video, you’re falling behind. I’ll continue to share our key lessons while mastering it. What’s your take - fan of video or no? —— Follow me for more B2B marketing Niall Ratcliffe

Most brands focus on aesthetics of their website. But a high-converting site is built differently. Here’s my 7-step CRO & UX framework to turn underperforming websites into revenue machines: Step 1: Brand & Product Deep Dive Every project starts with the brand's story. I do an intro call to find: • Your reason to start the brand • Your product’s unique selling points • What makes you memorable Step 2: Google Analytics Insights The data tells us where are the gaps: I analyze: • Which landing pages have high bounce rates? • Which PDPs get traffic but low conversions? • What's the drop-off rate at each stage? Step 3: Heatmaps & User Behavior Analysis GA tells you where users leave. Heatmaps tells why. I look at: • How many users actually see the add-to-cart button? • Do they engage with product images? • Do they read descriptions? Step 4: Competitor Benchmarking Don’t copy, observe. I study: • Best practices in your niche • What sections competitors prioritize • Trends that improve conversions Step 5: Wireframing Key Pages I redesign with purpose: • Homepage → Engaging first impression • Collection page → Easier product discovery • Product page → Stronger trust & persuasion • Cart & checkout → Minimal friction Every section on each page has a job to do. Step 6: UX & Visual Design Once the wireframe is locked, I bring it to life. Fonts, colors, layouts, branding. Creating a site that converts, without compromising aesthetics. Step 7: A/B Testing & Performance Tracking Make improvements once the site goes live. No assumptions. Just data. I test different layouts, CTA placements, copy, and imagery to see what actually moves the needle. This process isn’t for web design. It’s for a conversion-focused web design. Most brands redesign for aesthetics. Smart ones optimize for conversions. What’s stopping you?

Is your brand the cottage or the night? Most brands want to be the stars in the sky.   Beautiful. Everywhere. Vaguely impressive.  But people remember the cottage.   The one warm, specific place that feels like home in a vast, noisy field of “content”. Here is how to build that kind of presence in digital marketing, instead of becoming just another distant sparkle. 1) Anchor your brand in one “emotional home”   --> That cottage is not about bricks. --> It is about what it *means*: refuge, return, being expected.   --> Define a single emotional promise your brand owns online, then filter content through it.   Mechanism: Consistent emotional coding (visuals, language, pacing) trains your audience’s brain to recognize you instantly in the scroll.   Trade‑off: You sacrifice variety for memorability, but you gain a story people can locate in their minds. 2) Design your content like a lit window, not a lighthouse   --> Lighthouses broadcast. Windows invite.   --> Instead of shouting “Look at us,” structure posts as “Come inside this moment.”   Mechanism: Start from the user’s late‑night questions, fears, or hopes, then frame each piece as a quiet answer, not a big announcement.   Business lever: This shifts your brand from interruptive to chosen; people *return* instead of bumping into you once. 3) Use contrast as your strongest creative asset   --> The cottage glows because the field is dark, the door is red, the trees sparkle.   --> In digital, contrast means:   • Simpler layouts in noisy feeds   • Slower, reflective copy in fast, reactive spaces   • One primary visual idea per asset   Mechanism: Cognitive contrast stops the scroll because it breaks the pattern the platform has trained users to expect. 4) Build “stone paths” of content, not one‑off posts   --> That little path says: someone has walked this way before and will again.   --> In strategy terms, that is a sequence.   --> Design content as guided steps: from curiosity, to clarity, to deeper exploration.   Mechanism: Each asset hints at the next “stone” instead of acting as a standalone blast.   Business impact: You tell a journey story instead of a campaign story, which lowers the cost of attention over time. This image was inspired by Lynn Lehenbauer's painting titled "Cabin at Christmas" (available at: https://lnkd.in/gs9__Fqq) and Ryza Content helped me create the digital version. This write-up was inspired by some amazing posts I have seen throughout the year from Nishat Jones and Mindy Anderson on marketing tips. 🔔 Dr. Kruti Lehenbauer for tips on #PostitStatistics #DataScience #AI #Economics #RefreshwithRyza P.S.: When your audience lands on your feed at 11:30 p.m., does it feel like a lit window waiting for them, or just more sky?

1–2 seconds to stop the scroll on platforms like Instagram or TikTok. Users form an opinion about a visual in ~50 milliseconds. Want to instantly grab attention? Great visual composition isn’t just about aesthetics, it’s about direction. Content with compelling visuals gets 94% more views than text-only content. It leads the viewer’s eye, shapes how your message is understood, and makes your content impossible to ignore. 8 essential principles to level up your visual game: 1. Rule of Thirds Break your frame into a 3x3 grid. Positioning key elements along these lines or at their intersections creates a naturally balanced and pleasing layout. 2. Leading Lines Incorporate lines, whether architectural, natural, or implied, to pull the viewer’s gaze toward your focal point or guide them through the composition. 3. Balance Create stability by distributing elements thoughtfully. This can be perfectly symmetrical or more dynamic and asymmetrical, depending on the visual weight. 4. Focal Point Every design needs a clear star. This is the element that immediately captures attention and anchors the composition. Clear visual hierarchy can improve conversion rates by up to 30% by reducing cognitive load and guiding decisions. 5. Negative Space What you leave out matters. Space around elements enhances clarity, improves readability, and gives your design room to breathe. 6. Hierarchy & Scale Use size, placement, and proportion to signal importance. This helps viewers navigate your design in a clear, intentional flow. Applying hierarchy, contrast, and spacing can increase content comprehension by up to 70% 7. Contrast Play with differences, color, size, shape, or texture, to create emphasis and depth. Contrast is what makes elements pop. High-contrast CTAs (buttons, key elements) can increase CTR by 20–40% in digital campaigns. 8. Repetition Consistent use of shapes, colors, or patterns builds rhythm and cohesion, making your design feel unified and intentional. Consistent visual systems can increase brand recognition by up to 80% Final Thought Visual structure isn’t optional, it’s how we make sense of what we see. As creators, it’s our job to shape that experience. Master these principles, and your designs won’t just look good, they’ll communicate with clarity and impact. Explore references, study great work, and keep refining your eye. #beautybusiness #beautyvisuals #keyvisuals #communication

**Maximizing B2B Marketing Success: The Power of Including Channel Partners in Your Strategy** In today’s competitive B2B landscape, a robust marketing strategy is essential. However, one critical element often overlooked is the inclusion of channel partners. Integrating these partners into your marketing plan can significantly amplify your reach, enhance brand credibility, and drive sales growth. Here’s why and how you should include channel partners in your B2B marketing strategy: **1. Amplified Reach and Visibility** Channel partners have established networks and customer bases that you can leverage. By collaborating with them, you can extend your brand’s reach far beyond your direct efforts. Co-branded marketing initiatives, joint webinars, and shared content can introduce your products or services to new, highly relevant audiences. **2. Enhanced Credibility and Trust** Trust is a cornerstone of B2B relationships. Channel partners often have long-standing relationships with their clients, who trust their recommendations. **3. Optimized Resource Utilization** Channel partners can provide additional resources for your marketing efforts. They can contribute to content creation, share insights on customer preferences, and participate in events or campaigns. This not only saves time and costs but also enriches your marketing initiatives with diverse perspectives and expertise. **4. Improved Customer Engagement** Channel partners often have deep insights into their customers’ needs and pain points. Collaborating with them allows you to tailor your marketing messages more effectively, ensuring they resonate with the target audience. **5. Increased Sales and Revenue** Ultimately, the goal of any marketing strategy is to drive sales and revenue. Channel partners can play a pivotal role in this by actively promoting your products or services. Their involvement can accelerate the sales cycle and open up new opportunities, leading to increased revenue growth. **How to Effectively Include Channel Partners in Your Marketing Strategy:** - **Develop a Collaborative Plan:** Work closely with your channel partners to create a joint marketing plan. Align your goals, define roles, and set clear expectations to ensure everyone is on the same page. - **Leverage Joint Marketing Initiatives:** Engage in co-marketing activities such as webinars, whitepapers, and case studies. These initiatives can showcase the combined expertise of both parties and provide valuable content to your audience. - **Provide Marketing Support:** Equip your channel partners with the necessary tools and resources. Offer training, marketing collateral, and access to your marketing platforms to enable them to effectively promote your products. - **Measure and Optimize:** Track the performance of your joint marketing efforts. Analyze the results, gather feedback, and make data-driven adjustments to continuously improve the effectiveness of your strategy.

Your partners aren’t driving revenue because they don’t know how. It’s not a motivation problem. It’s an enablement problem. Most partner programs skip the hard part: teaching partners how to sell effectively. The assumption is that once the agreement is signed, partners will know what to do. But they are not inside your business. They don’t know your positioning. They don’t know the sales motion. They don’t know how to communicate your value to the customer. And without that, they are not going to prioritise you. At Hockey Stick Advisory, we work with companies to build structured partner enablement programs that remove the guesswork and equip partners to perform from day one. That includes: Training and certification to embed product knowledge Sales playbooks that clearly articulate value and positioning Performance tracking to measure what is working and what is not The outcome? ✅ More revenue per partner ✅ Stronger engagement and retention ✅ A repeatable system for partner success If you want partners to move the needle, give them a clear path to follow. Partnerships do not scale on goodwill. They scale on enablement. How are you enabling your partners to sell you?

My Complete Google Ads Checklist: 15 Questions Every Marketer Should Ask After managing £50K+ monthly PPC budgets and achieving 3.5x ROAS across multiple campaigns, here are the critical questions I ask myself for every Google Ads campaign: - PROFITABILITY & ROI Am I getting more money back than I'm putting in? Is my ROAS meeting or exceeding target benchmarks? Are my profit margins sustainable after ad spend? - TARGETING & KEYWORDS Do my keywords match search terms my market is using? Am I leveraging negative keywords to eliminate wasteful spend? Are my match types optimized for intent and volume? - PERFORMANCE TRENDS Are my conversions increasing every month? Is my cost per conversion decreasing? Am I tracking micro-conversions that lead to macro goals? - AUDIENCE ALIGNMENT Are my visitor's needs aligned with what I'm offering? Does my landing page experience match ad messaging? Am I targeting the right audience segments and demographics? - CREATIVE & MESSAGING Does my copy demand attention and sell the click? Are my ad extensions maximizing real estate and CTR? Am I testing different value propositions regularly? -STRATEGY & TRACKING Is my PPC strategy geared for sales or just traffic? Is my tracking in place so I can determine which keywords are generating sales? Are my attribution models capturing the full customer journey? Am I using GA4 and conversion tracking effectively? Pro tip: I review this checklist monthly and have reduced CPL by 37% using this systematic approach. What's your go-to PPC optimization strategy? Share below! 👇