| Have you ever read an article proclaiming that you | | | | professional trying to sell more rooms. |
| must start blogging to drive new sales and increase | | | | Bernadette Ruby, regional vice president of Sales for |
| customer satisfaction? These proponents never tell | | | | Extended Stay America Hotels, recommends that |
| you how to make this happen or they use acronyms | | | | extended stay properties create a local blog for their |
| and technical terms that leave the reader dazed and | | | | long term guests enabling them to easily share |
| confused. The purpose of this article is to clear up | | | | information on neighborhood shopping, sightseeing, |
| much of the confusion and provide simple advice in | | | | where to find cheap gas, even provide movie |
| plain, simple English. | | | | reviews. |
| A blog is nothing more then a simple web page. The | | | | Meeting Planners are attracted to the blog of Bill |
| term blog comes from "web log" and was coined by | | | | Todd who is both a motivational speaker and best |
| Jorn Barger on December 17, 1997. It describes a | | | | selling business author. Over 200 tips and trends for |
| basic website where regular entries can be made or | | | | meeting and convention planners can be easily |
| read and is presented in reverse chronological order. | | | | accessed. This blog positions Todd as a partner, |
| Currently there are 45.3 million active blogs connected | | | | thought leader and advisor not simply another |
| to the internet via 2.6 billion links. The Pew Internet | | | | speaker promoting his services. |
| Study estimates that about 11%, or about 50 million, | | | | Kevin Brett, President of Hat Marketing, represents |
| of Internet users are regular blog readers. | | | | many of Orlando's most popular theme parks and |
| Creating a blog is easy to do and requires no | | | | sightseeing venues in Europe. His blogs steer |
| additional marketing or advertising funds. It requires a | | | | European visitors to his clients by providing insider tips |
| little time each and every week but it will help you | | | | on car rentals, lodging, advice on what to pack, when |
| attract new customers and drive revenue literally | | | | attraction lines are short, and where to find the best |
| overnight. | | | | American food. |
| There are many ways a blog can attract new | | | | Blogs help you create a relationship and communicate |
| customers, but there is one overriding reason to | | | | effectively with clients. With very little effort these |
| start blogging today. Search engines love blogs and | | | | three bloggers build trust with clients before they |
| your customers love search engines. summed it up in | | | | arrive. As a result, they have tremendous advantage |
| one sentence, "Your favorite thing about having a | | | | over their competition and have begun to |
| blog is that they naturally attract search engine | | | | strategically shift market share. |
| traffic to your website." The editors at put it a little | | | | The least appreciated, yet most profitable reason to |
| more succinctly, "Blogs attract more search engine | | | | blog is it gives you the capability to communicate |
| traffic to your web site, period! | | | | with and gain quick, honest and affordable feedback |
| For example, Sydney Johnston the owner of | | | | from your guests. |
| Cyberweb Solutions depends on the Internet to sell | | | | There is too often an assumption that because you |
| her training course about ebay auctions. A friend | | | | have serviced a client in the past that they will gladly |
| suggested she try creating a simple blog for ebay | | | | return to your hotel on future trips. Sergio Zyman, |
| enthusiasts. In less than a year, visits to her Web site | | | | former chief marketing officer for Coca-Cola said, "If |
| jumped from 11,000 to 45,000 a month. | | | | you don't make the effort to tell your clients exactly |
| Why do blogs attract potential new customers? Most | | | | what you're doing, why you're doing it and why they |
| blogs are presented as static HTML pages in standard | | | | should continue to buy your product, they will ignore |
| compliant designs. In short, they provide keyword | | | | you and take their wallets to someone who will tell |
| rich content and are extremely easy for search | | | | them those things." |
| engine spiders to access. | | | | This new, powerful way of communicating with |
| The most recent findings from Pew Internet & | | | | current customers will allow you to create customer |
| American Life tracking surveys show that about 60 | | | | evangelists. In his best selling book, "Blog Marketing", |
| million American adults are using search engines on a | | | | Jeremy Wright tells us that, "... with blogging you're |
| typical day. PhoCusWright claims three-fifths of online | | | | engaging your guest who is reading your blog by |
| travel shoppers cite search engines as a top resource | | | | choice. Every reader is choosing to interact with you |
| to research their vacations. Forrester Research found | | | | and every reader wants to hear from you. This new |
| that 53% of business travelers use search engines to | | | | communication tool empowers customer evangelists |
| find information about a destination. | | | | in ways that were impossible before blogs existed". |
| A blog can help you outsmart your competitors who | | | | In short, word of mouth advertising is still the most |
| are out-spending you in search engine optimization. | | | | affordable and effective tool you have. Blogging |
| For example, Tony Rothwell, Vice President of Sales | | | | allows you to kick it up a notch. |
| and Marketing for Creative Hotel Associates was | | | | Your brand is not just a logo brochure, advertisement |
| born and raised in the UK. His blog provides first time | | | | or tag line. Your brand is the impression you leave |
| British visitors with friendly advice, travel | | | | with each guest you serve. Malcolm Gladwell, in his |
| recommendations, shopping tips and restaurant | | | | recent best seller, The Tipping Point states "... that |
| recommendations. He also promotes his full service | | | | even the small, very small changes in the way guests |
| and mid-priced properties located throughout the US. | | | | perceive you can have radical effect on your bottom |
| As a result, Tony is viewed by his readers as an | | | | line. |
| industry expert and advisor and not as a marketing | | | | |