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With the internet, tablets and smartphones now part of the norm for most people, to be a more successful hospitality property, you have to be online, in front of your past, current and potential guests.

I am going to share how you can reach those guests, collect emails and build your customer list.

Welcome to another edition of hospitality property school.

I’m your instructor, Gerry MacPherson.

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I have heard both independent hotel 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 use on the internet, tablets and smartphones are the norm for most people and for you to be as successful as or more successful than your competitors, you have to be online, in front of your customers. 

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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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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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Now imagine this:

Your visitor comes to your site or has stayed at your property. They see something you are using to entice them to sign up for your list. This could be a discount of some type, a free information piece about your region, a video.

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Your imagination is your only limit.

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They like what they see, they like your site, they like your content, 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 you have a way to warm them up so eventually they will either book a stay.

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Obviously, you need to have an autoresponder service and there are many to choose from but I would look at GetResponse or AWeber to start.

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We have tutorials of how to build an autoresponder campaign in the marketing section of “Guide to Operating an Independent Hotel or Bed & Breakfast”

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If you don’t already know, squeeze pages are basically pages that describe your product or describe some sort of gift or freebie, and somebody has the ability to fill in their name and their email address to get what you’re offering. So squeeze pages are great in terms of building your list.

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Now you are building your list. How are you going to keep them engaged?

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You need to share content that will be of interest.

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First of all, you need to figure out what are you promoting, and then you need to figure out what is the call to action or the end action that you want your readers to take.

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Do you want them to purchase your product or service, or just another person’s product or service, or fill out a form?

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What do you want them to do? 

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Now let’s talk about the email.

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The email itself needs to contain the following,

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A catchy subject line, something that is going to entice the reader to want to read further. It is kind of like the front door to your email. 

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Once they click, they’re going to see the email body. Basically, the content where you say, “Hi” or “Dear so-and-so…..” and enter your content.

  • you can enter downloadable files

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  • you can put your content directly in there

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  • you can put links to your videos and so forth

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It is always a good idea to set them up for the next email with something like,

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“Okay, in my next email I have another valuable tip or advice, or video that I’m going to give you in two days!”

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Make sure that you include what you want them to do, make sure that the call to action actually has something to do with the email body. 

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If you follow these rules and you connect all your emails together as one big chain link, then your conversions are going to be a lot higher.

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Does this make sense so far? Let me know by leaving a short comment

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Creating Raving Fans That Book

First things first, you need to position yourself. Your subscribers will be attracted to you depending on how you position yourself or introduce yourself.

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So when they subscribe onto your list, you need to position yourself right then and there. 

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And what I mean by that is this. Are you there to help them? Or are you there just to sell to them?

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And even though helping people sounds really good, you can still help them through what you sell them.

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Now what I’ve found is, being on the extreme end of giving away free stuff all the time, or selling all the time, should be avoided. If you give people free stuff all the time, you’ve conditioned them to receive free stuff from you. And you’ve positioned yourself as somebody who gives away free stuff!

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Now if you sell to them all the time, then they’re going to think, “How are you helping me?” you know, but as long as the products that you are selling relate to possibly helping them, that might be good as well. But in terms of creating raving fans, you need a balance. So that’s why I call it The Balance Formula.

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What I’ve found over the years is this, there needs to be a balance between the two, a balance between education versus promotion. So in other words, you need to educate them, but you also need to sell.

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Share with them the highlights of your region, local attractions, talking about the natural surroundings and the history. 

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Other times send them package offers or information about special events.

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And another thing to do is be consistent as well about the time that you email them.

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If you’re used to emailing them at 9:30 am Eastern Time, then you want to make sure that you email them consistently from that point on, at 9:30 am Eastern Time.

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I’ve found that there are people are waiting to receive an email at that time, so make sure that you’re consistent, and that’s it!

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Integration Marketing List

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If you are a hospitality property owner or manager, you should know what is available in your area for your guests. You should also develop relationships with them to cross promote. I will be talking about this in more detail in a later edition.

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If you do have these type of relationships in place then you can discuss the idea of promoting an offer you have to their mailing list and you promote an offer they have to yours.

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This is a win-win situation is it enhancing your brand by either offering you subscribers more of a variety or by growing your list.

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The last thing I want to mention today is exit popups

First of all, I know you’re probably thinking, “What in the world are exit popups?” and you might be thinking, “Well, why would I want to use popups because popups are annoying.”

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Yes and no. if you do it wrong, they’re going to be annoying. But if you do it right, it can actually yield really good results. 

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Exit popups are very different because if done right, people will actually sign up on your list, and it can multiply your list or future income.

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Let me explain.

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When people leave your site without joining your email list, you need to give them another opportunity to do so. Otherwise, when they leave, they leave. They might come back or they might never come back.

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You can structure exit popups to show when someone is leaving your site.

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They are very powerful.

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If somebody’s reluctant to sign up, your popup could be designed to give them that little extra nudge they need to fill in your form.

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If you get past, current and potential guests on your list, you can stay in touch by emailing them over and over and over again, ensuring you are foremost in their mind when they are ready to book.

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If you would like to learn more tips & techniques for operating a hospitality property, I highly recommend you join our

“6 Day Challenge”

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We at Keystone HDC have taken our years of experience as hospitality property authorities and have produced the “6 Day Challenge”, a video series with many actionable tips & techniques that you can take and use to help improve your properties bookings and profit.

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And the most exciting thing with this video series– it’s 100% Free!

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Sign up below and get immediate access to the first video.

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If you like this video, let me know your thoughts in the comment section below and if you are going to implement any of these procedures.

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You can support this free podcast by leaving us a review and giving us a 5-star rating on Apple podcasts or wherever you happen to be listening to it.

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Every review helps more people find the podcast at no cost to you.

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If you know someone who might benefit from the video, please feel free to share it and make sure you hit that like button. We appreciate all feedback.

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Be sure to subscribe and then hit the little bell to be notified when I upload a new video.

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Thank you so much for your consideration and let’s continue to work together to put heads in your beds.

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Until next time, have a fun day.

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⇒ TO READ OR LISTEN TO THIS EPISODE ON KEYSTONE HOSPITALITY PROPERTY CONSULTING:

https://keystonehospitalitydevelopment.com/KHDC125

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⇒ And don’t forget to join the “6 Day Challenge” here:

https://keystonehospitalitydevelopment.com/6-day-challenge-log-in-here/

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RESOURCES & LINKS MENTIONED IN THIS EPISODE:

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How to Improve Your Profits with Cross Promotion

https://keystonehospitalitydevelopment.com/khdc053/

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The Keystone HDC Training Tutorials

https://courses.keystonehospitalitydevelopment.com/

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Join our community in “The Hospitality Property School Group” –Check it Out for One Full Week for Only $1

http://keystonehospitalitydevelopment.com/membership-site

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TWEET THIS VIDEO:

How to Collect Email Addresses & Build Your Guest List @KeystoneHDC

https://youtu.be/yeLX5GeOdVQ

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Say hi on social:

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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://keystonehospitalitydevelopment.com/itunes-podcast

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YouTube

https://youtu.be/yeLX5GeOdVQ

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