B&B Marketing Plan
A B&B marketing plan outlines all the important pieces needed to successfully and consistently market your business.
Now before you panic – it does not have to be lengthy or complicated! Creating a simple plan is something every B&B owner should do because it will help guide your efforts and keep you focused on your goals.
In this article I share just 7 ways that a simple B&B Marketing Plan can help you to get more guests:
#1 Specifies a vision for your B&B
Your vision statement is a vivid description about what you want your business to be so that it inspires and motivates you.
A well-defined vision creates a mental picture of the B&B that you are striving to build and it will …
– Serve as a compass to keep you heading in the right direction.
– Enable you to assess opportunities that are presented to you and make decisions based on whether the opportunity helps you get closer to your vision.
– Help you measure your progress, set goals, establish priorities and know when to say no.
– Enable you to focus on what needs to be done to get there and eliminate anything that wastes time and takes energy away from what is valuable to achieving your dream.
#2 Defines and communicates your mission statement
Your mission is a concise statement of what your business does, developed from the guest’s perspective, and aligned with the vision for the business. It should answer these three questions:
1) What do we do? Specifies what you deliver to your guests, not in terms of process, but by the real needs that are fulfilled for your customers when they stay with you.
2) How do we do it? Defines the offering you deliver to your guests.
3) For who? Identifies the target market that is most likely to book with you.
Knowing the answers to these questions provides focus for your B&B and helps you move from the present into the future.
#3 Outlines what you want to accomplish
Research has shown a direct link between setting goals and the probability of success. By setting goals and writing them down, you are forced to be specific about what you want to achieve, how you will get there and by when. Your marketing goals should be:
– Focused on achieving your vision.
– Prioritised and tackled 1 or 2 at a time.
– Monitored and measured.
It’s common to reassess goals quarterly and adjust the time frames and priorities based on what is happening around you. Life happens and you need to give yourself room to change.
#4 Describes your Ideal Guest
Never underestimate the importance of defining your ideal target audience. Intimately understanding your ideal guest means you know with certainty what problem they are trying to solve or what need they wish to satisfy. With this information, you can then:
– Clearly communicate the value you offer and why they should book with you.
– Discover opportunities to provide additional services overlooked by others.
– Establish yourself as an expert in serving that particular market.
Being focused on one particular target market enables you to make better choices for all of your marketing efforts, saving you time and money on activities that don’t make sense for your business and the guests you serve.
#5 Identifies what makes you different
The Internet levels the playing field for accommodation businesses, but in turn, it creates a very crowded market place. Those who can describe how they are different have a competitive advantage over those who cannot.
The secret to defining what makes your B&B different is to understand what your ideal guest really wants and make sure you deliver it better than anyone else. What do you uniquely offer that your guests find amazing?
Usually what makes us different doesn’t have to be a complicated service. In many cases, you may offer something that is simple but has extreme value to your guests.
#6 Creates a roadmap for achieving your goals
You wouldn’t take a trip without planning your route. Marketing your business is no different – you need a plan to guide you towards your destination.
This plan defines the marketing strategies and the tactics within each strategy that you will use to achieve a particular goal. Marketing strategies and their associated tactics to consider are:
– Social media marketing – Determine which social networks are relevant to your business then develop a plan to build your visibility and expert reputation.
– Content Marketing – Define your content marketing plan for topics then use email marketing or blogging to communicate your expertise and message to your target audience.
– Search engine marketing – Define your top 10 keywords and optimise your website, directory listings, and social media profiles to increase visibility in the search engines.
– Advertising – Create and manage pay-per-click advertising on Google and Facebook.
– News / media /public relations – Become an expert resource for the media, gain visibility through newsworthy activities. Send out press releases and write articles.
For example if your goal is to grow your email list, then you need a lead generation campaign that would include search, social and content marketing strategies to attract enquiries.
#7 Creates an action plan for what you need to do, when
Your marketing action plan eliminates random activities that create haphazard results. It defines each marketing campaign project in detail and assigns resources, dates and topics to each activity so that it eliminates the guess work.
With a detailed marketing action plan, you always know what you’re doing and when you’re doing it.
Until next time, remember …
You are in business to make a profit! Therefore it’s important that you view marketing as an investment and take the proper steps to ensure you are maximising your resources.
A simple B&B marketing plan ensures you are focusing on the success of your business. And once you’ve created your B&B marketing plan, make sure you review it regularly.