Hospitality Marketing The Podcast Show 261 August 7th 2020
Hospitality Marketing the Podcast Show 261
Hospitality Marketing Podcast Show 261 Transcripts (English U.S.)
Announcer — Welcome to this week in hospitality Marketing. The podcast show number 261 with your host, Loren Gray.
Hello, everyone. And welcome to hospitality marketing the podcast. I am your host, Loren Gray, and this is episode number 261. So each week we spent around 20 to 30 minutes sharing the most interesting tools, news, and techniques being used in marketing for the hospitality industry. We also do a quick recap of our weekly line video show this week in Hospitality Marketing, which also airs every Friday at 11:30 a.m. Eastern U. S time so that let’s get started.
Announcer — And now today’s new resource tool
So our tool for review this week is kind of fun, one that just got it, and I’m a messing with it a little bit, but I really picked it up on expended on getting it because of the potential of what I’m using it now for, And it will end, of course, itself toward technique of the week. But the tool itself is called frase.io Now, the premise of the platform is to create an AI-generated content now.
I get used in tossed around quite a lot, um, sometimes just machine learning or sometimes just out with make learning conditional statements. Whatever this one lends itself to be a little more advanced than that, I think it has a very good job of filtering out versus just giving you data. Now let me explain the limit of what this purposely does. It goes in and looks for the content based on question queries that you give it. So this goes to our technique of answering questions. If you ask questions of this, it will go and look for who’s providing the most relevant optimized The answer to those questions.
It is granular about those questions, as you like was brought us the questions you would like. It queries out a tremendous amount of platforms, not just Google, but all of them. In that sense, I just want blankets to Smith platforms of the do, um, but it hits off trip advisers the just everything that there are questions and content for, um, and it puts it all together into different categories. The category breakdowns are relatively nice. Their topics, their questions. There are links on and the cool. Part of it is is, once you do this, pull this image go.
It’s called created document once created document based on answering that particular question, and it breaks it down into lots of different sections. You can see what those things are and then say, Oh, I like what that says and literally kind of moving over into creating this document for yourself now and then document, because it’s not as if you’re just creating something to read or something to put out the into a printout or anything like this. This doctor is actually creating page content for you.
It’s allowing you to pull in the isolated pieces of content most relevant to this question the links even associated with. And then it even helps you optimize all that content together; says Does it literally look like a cut and paste job of different pieces being put together for this? Um, then you can take that content that documents as it were and used that specifically on your website, addressing that particular question. And this is where the core of why I got all of this put together for was it is very are just very time consuming and too fast.
It’s off researching what you think is content relevant to your website. Whether, it be for your hotel, restaurant, or destination would have you also to is very time-sensitive to be anticipating what the questions are that people are asking and how well you rank in comparison to somebody else. And should you rank, and should you develop content that addresses that question there? Is it just a very small, granular, long-tail funnel multi wards search that really isn’t gonna generate much? There’s a lot of time consumption with all that.
That’s where if we knew us with any of your third-party contracts, Ah, a large portion of time or money spent by you with them is associated with the CEO, and that is the optimization of content to your website. And what content goes on your website and what format and how does it address certain things? It used to be relatively simple, like here are the 20 things to do in October, my destination, yes, but then, when traffic would flow through that page, you really want to certain what it was that it was being drawn to?
Was it your third or your 12th item on that list while I was in another middle. And you just have to be a page that had a keyword that was associated with what? The search was. Then on top of that, you look at your attribution models with Google Analytics. You see it in a sequence, then you have to do this. Forensic investigative wise that there versus this that connected to this page. Okay, it’s because of this ad for this event. That means that event must be organic, that it’s been social post and it takes a lot of time to do all this, then this is for you.
Listen, do we talk about it? Really Frase.io, I hope. And it has been so far very, very helpful in culling down the discovery components of content. It also has a really cool second feature which only began to get used by me and actually put it on my own website. On that is, it is a search content it will create for you your own query, but your answer engine, you know, it’s rather robust. It will only do 100 of these answers per month. Uh, the account that I have.
You get better accounts obviously of it. But what it does do is and allows that when a guest goes to your website, he can ask the question. And from that, it can determine what it is the looking for and research information and pull that together and create and its mind a document in your case page for you for your website that would then answer towards that question as optimized as possible, which makes it very powerful, because then you’re not second-guessing what your guests are looking for and saying, Well, I think they might be wondering about this festival or the this event happening of whatsoever tore this type of time of year what they might be interested in looking for, or these restaurants or that restaurant or this type of food, rather than knowing where it is or what it is that people are looking for this kind of platform and those that are like it.
And there are some similarities to other platforms. Um will help identify what that content is so that you can best suit what it is that you would like to put on to your website, so that is our tool for this week, and that is Frase.io. Which brings us to our technique.
Announcer — Now for this week’s hospitality technique.
So, our technique obviously tied to our tool. And that is, “Are you providing the answers to what your guests are looking for?” A brilliant statement was made recently on the live show, and I think Stuart Butler did this.
We’re no longer into the world of optimization. You could look it up by definition. What have you and again, this lens who are news articles that we’re gonna review hearing a little bit? We always were something that we would put all the things that we would think our guests were wanting to know and put them on our website and provide hopefully useful navigation to do so. But here was the rub. Often times we put more than we needed. It was very cluttered. We end up making a lot of hide and seek stuff where you had to go down in depth before you found what it is that we’re looking for, if even at all so that some of the earlier solutions for while you need to put a search engine on your own website.
Google provided that where would just search your website for content that people were looking for? Problem was that they didn’t phrase it correctly use the right words. They still didn’t get the content that they were looking for because it wasn’t exactly the way that you had the content. And that made a very challenging as well, because you may have had good content about what people were searching for, what you used the wrong context in doing so. So there was a statement made that Bill Gates said that the world of search is based on verbs and verbs are necessary.
The actual word type as it is, they’re looking for something, and that’s what we are. Now you see what Google has done, where it can’t rely upon our ability to put the right content on our websites that they discovered by crawling and hence put our website in front of a search query that people using their platform for they’ve said, you know what? We can’t trust that we’re going to create our own ability to find what it is we’re looking for and optimize what that would be in an answer box, which we call Google. Zero.
I called Google’s here, which is that box you see, where it’s like. How far is it to the airport, from which the closest Korean food restaurant, from whatever those are we’ve come to know that we need to put that content on our websites? We’ve had many podcasts and many shows. Talking about the changing context that our websites now have is not just about talking about ourselves. These are amenities. There’s our lobby. Here’s our room. It has a coffee pot in it. It has a TV in it.
That is not the content that people search for. Nobody really looks for. Does this hotel have TVs? Unless they were then my not I’ll give some with personal examples. We’re looking at the potential of traveling for a few days away remotely distance Lee and we’re looking about pet friendliness, and you would be surprised how buried that content is on somebody website is if even at all out there and this is four destinations, it’s for C V B’s itself. For Chambers, it’s for all these people. They don’t seem to realize that that importance has elevated itself recently with people having acquired more pets and knowing that they want to travel with their pets and only that they can’t really leave their pets with somebody else, given the fact that there’s uncertainty, zester transmissions and so forth, and so they are going toe want to?
If they can get away for a few days, bring their pet so it should heighten itself in content. It should be featured almost in some ways for so all that in mind. If you can create better content answering questions, you get two huge benefits. The biggest benefit is the guests discover what they’re looking for when they fund you. The biggest one, the guests enjoy it. It’s easy, It’s functional, it’s discoverable. It answers the question. Let me know more now. I found a place that it gave me an answer.
Now let me ask another question. And on and on and on. The second is Google will love you because now Google will take it and say, Wow, you seem to have great relevance with these pieces of content. Let me put you in our answer box that says this is about pets and boom. Here we are for that beach or for that mountain retreat or for that cabin or whatever it is. You’re the authority on that answer to that question, which again ties back to the tool that we’re bringing up today phrase dot io It could be very time consuming very much guesswork, as I mentioned trying to determine what these contexts are and you can sit there and literally I have done this.
This is old school. What question? What? I ask if I’m traveling to my destination that I’m trying to optimize. What’s this? What’s this? What’s that? Well, where far is this? Is this close by? What is there to do? I wonder if I was this age and at that age when if I had kids and didn’t have kids so many variables? Why not allow the technology says support we’re doing by having that filtered through by using what questions are being asked. Finding out the optimized answer to that and assuming that role by adding that content to your website, providing the answers that your guests are looking for.
So, I ask you the question again for our technique of the week. “Are you providing the answers to what your guests are looking for?”
Announcer — Now, this week’s hospitality news that you should know.
Okay, so news and show review we had guest host with us a David Melanie Melilla. Easier to type. And it is to say, David is the CEO of Angie Hospitality. Just recently minted in that role. Actually, he picked it up at the beginning of July. No, no time like the present, right? Uh, anti-hospitality Does voice activation software for hotels.
Uh, be honest with you. I was initially a skeptic of the conversation because I don’t like adding that kind of hardware into rooms one from privacy Try ization. Point of view. The second from having been a hold of the hotel. You’re just the maintenance of stuff. And any time you try to get on the front edge of technology, it’s really ugly. When you end up being on the back end after a couple of years, because the investment to put it into the rooms, it’s pretty heavy. I’m not saying of his platforms, but in general technology, and because of that, after a couple of years, that newness isn’t there anymore.
And some people, it could have been so new they don’t understand that case in point. I stayed at a hotel in Las Vegas. They had dedicated themselves several 1000 rooms, actually, to put a screen beside the bed that controlled all your lights and TVs and everything in it. Really spiffy, super neat, except for it was the only place you really could control the stuff. So, he always has to down the bed to control it to, um, there was a wire. Loosen it. And after about three calls down, they finally had somebody that pulled the wire all the way from the wall into it and have replaced all of before.
Finally worked correctly because somebody had knocked it off the countertop or broken or tugged on the wire or something. But it had hardware issues to them. In the meanwhile, I couldn’t turn on half the reflects in the room or what have you with. And it was just That’s debts. The flaws of those kinds of things. Well, David and his voice activation software went through a very long discussion. Great discussion with him actually with us was also Adele Gutman from Aspire Reputation, Dean Schmidt from Base Camp MetaSearch, and ‘Kat’ Mohamed, who is the director of education for AAHOA, the Asian American Hotel Owners Association. Mr. Tim Peake from Tim, Peter and Associates, Tristen Hayward, and Ben Handley, both from three and six agency from across the pond in England. So those are our fellow co-hosts. With this, we have the world. That’s discussion is too. Use abilities, function abilities, security value proposition, of course. Now, with our current circumstances, and this is something that David brought out prior to the cove, it isn’t in a pandemic. It was all about convenience.
Now it’s actually about safety because by being able to communicate verbally within the room, adjusting the temperature, turning on the TV, calling down for room service, calling the front desk even. And also, he said, from the cost savings that we were replacing two pieces of hardware in the room that have less value than they had before. And that is the clock and the phone. By having the voice command be your phone for you now, but still, be able to call 911 and all the important things that are required for it actually saved the hotel money from removing those pieces in items because obviously you say, Well, what about the clock is you know, what about what time is it?
And it would actually answer saying no and you what time is it would give you the time. So in that sense, it helped. And also, from a safety point of view, was much fewer things to keep clean cleanliness issues in the rooms, The cost of that going down and also, from a safety perspective for guests, usages is one more thing that you can actually sell towards what a feature is of your hotel that you have fewer contact issues in the room by touching thermostats or clocks or phones or whatever have you or your room service or using your own harbor.
So, it was a really good fun conversation with that last. For quite a while, we talked again about the implementing of potential savings like this is the direction where all this technology was going to go in this voice activation where we have in our own group of hose, we have our own skeptics as to how far this will go and how much security can really be put into it. Um, and what else from that will be coming from all of it? We also did also talk about the real ramifications of a news article of the government forcing the sale of Tic Tac.
How is that possible? That that is being put into play, then that goes into several platforms at that point. Well, now when do I stop? That’s a slippery slope. If you’re saying we feel this company less, it’s owned by the US We don’t want it in the US because we’re afraid of the data that’s being pulled. It’s a legitimate concern, but by the same token, winded governments become the enforcers of who gets to own what companies for them to be in the just, it’s a slippery slope.
So, we had a good show and always have in recent weeks and months. Actually, our show has been running a little over two hours each week, which is not out of the norm. We usually you hit the to our market for some reason these past couple months, because of all the things we’ve had to talk about, we ran over a little bit, so that brings me to my news feature of the week, which goes pretty much hand in hand again with the technique and the tools Go figure.
And it comes from a website called medium dot com. And this is the better are marking the complete guide to CEO’s in 2020. Now, you may think that’s a little bit of Ah, yeah. Okay, old news, same news kind of thing, but really kind of lends itself to what we were talking about before of the evolving role of S E O. Going from the optimization of what words in terms and content to more context and search. And this is where also pulled the quote from Ah, uh, Bill Gates about the world turning into verbs for when it comes to search.
And why did they search? What are they doing for their answering a question? They want questions to be answered, which they did. The article was very well written, I think, from Anna Klawiter. Ah, it was a neat way of looking at Why do people search and then, um, going through kind of a step by step process, understanding the person looking at your site, which is the demographics, the geography ease that details of the purpose of why they landed on your site, Obviously knowing that we first have to make sure that they land on our site.
Well, how do we do that? By making sure that our content, in the context of that content is relevant answering questions, not just about what we want to say about ourselves, but what it is that we need to say about ourselves that they’re looking for. And sometimes it isn’t talking about ourselves as it is talking about content that is related to us, whether be event-driven, destination-driven, what have you? And that’s what brings him to our website because we’re the authority in answering that question, and then from there they go begin to go forward.
There’s also the usage of the words that will never really go away because, as we know from BERT, you know, it’s the words before and after on the context of what the searches for the intent of the search is the critical component to that. So the words being used, or Justus important is the context that the words of being put into a sentence for there’s also the what are you referring to when it comes to your wells. Sometimes you can get very fragmented as to, uh, naming protocols that have no relevance to the context of the page itself.
It could be local events slash October slash 2020 might be somewhat relevant, but maybe something more of like X y Z wine festival might be a little more direct. So there is naming protocols to go into place as well as what you’re linking two at the time. And for that context as well, always is the evaluation process to this. As you’re looking at your content and how it’s being engaged literally looking at your analytics and seeing the funnel the progression of where do they come through? Where did they go?
How much time did they spend? Why did they go to go? And more importantly, or, as important is why did they leave? When did they leave? At what point did they leave? How far did they get before they left? These are the questions that you want to act. Get answered because those are things that you use to improve your relationship of the communication from your website to the person who is looking for an answer to the question. So, there you have it. News and show review. Remember, you can find us on Google Play Apple iTunes, I Heart, Radio Soundcloud Stitcher, Spotify, Pandora Tune, and the list goes on 38 different platforms and counting.
We’re even on Amazon’s Alexa Google assistant in Syria, just asked to play the hospitality marketing podcast and no matter which one you may use. If you like the show, please, please write to us and leave a comment that allows others to find our content as well and hopefully enjoy it or find good value too, and his most. Hopefully, as you have as well. Also, this is your first time hearing us. You can, of course, subscribe to our showing any of those platforms. We just mentioned that however you discovered us and, of course, for an archive of all of our previous podcasts, you go to hospitality digital marketing dot com ford slash podcasts That’s within S. And don’t forget our live video talk show that you can join and participate in every Friday at 11 30 Eastern U. S. Time called this weekend hospitality marking the live show.
And for that, you could simply go to hospitalityDigitalMarketing.com/live . There You’ll see not only register for our upcoming show, but linked to all of our previous tour in 61 shows that we’ve had so far in 32 countries, with over 25,000 people a week joining us. So it’s been a great over six years. Met Factor. Anniversary’s coming up for our live show, I believe next week going into our seventh year. So again, thank you for the privilege of your time and we look forward to talking to you next week.
Announcer — You have been listening to this week in Hospitality Marketing, the podcast show 261 brought to you by Hospitality Digital Marketing in support of the HSMAI, the Hospitality Sales and Marketing Association. International rights reserved Copyright 2020
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