How to Be Brand Consistent on Your Website and Beyond
Build awareness of your business through consistent branding.
Keeping a consistent brand experience helps build awareness of your business and instills trust in your brand, and this goes beyond just the branding on your website. Your branding should remain consistent across social media and your advertising. Then, utilizing these avenues to drive more relevant visitors to your site is an absolute must.
Social media is a great way to draw in potential guests. Share all the great photos and videos that highlight your property, especially if you aren’t able to place them on your site (too many images can slow down your site). When describing your business or responding to visitors, use the same tone of voice that you use on your site so that your brand will feel familiar. Use properly sized logos and images for each channel you’re activating on–different social channels have different requirements for images and posts.
Remember the importance of engaging with your audience on these channels. It’s not enough to have a page with business information and a link back to your site. Staying engaged is important to having a successful social media presence, whether it’s sharing the latest updates about your hotel or attraction, responding to customer inquiries and reviews, or liking your guests’ photos of your hotel or attraction. If you find user-generated content of your property that’s appealing, try asking for permission to repost it. This is a great way to convey to potential travelers what visiting your property will be like. Over 67% of travelers found inspiration for their next trip on Facebook and Instagram, so the possibilities to reach and influence travelers to book are limitless.
And while defaulting to organic reach on social media has benefits, you’re likely to have more success if you try a paid advertising strategy to get your message in front of the right audience at the right time.
Part of your paid strategy can include display ads. Display ads provide the opportunity to engage with your target audience with appealing ad formats. However, travelers can run into a number of ads, so your goal is to catch their eye and guide them to click on or view your ad (and influence them to book later).
Test out animated display ads that match the branding on your site. They are more engaging than static images and make it easier to create a narrative that your target audience can connect with. Our design team performed an a/b test between static and animated HTML5 ads and found that HTML5 ads had a 13% higher click-through rate (CTR) and resulted in 8% more conversions than traditional static JPEG ads. Based on these results, our team aims to provide all of our customers with animated HTML5 ads for better performance—for free.
On these ads, pair a great CTA with compelling copy. Make sure you’re using clear and simple text to describe your property, attraction, or brand. Think of verbiage such as “explore the San Diego sea caves” or “a paradise getaway for nature lovers”. We recommend using 80-characters or less to avoid obscuring your CTA.
If you’re looking for help with your ad creatives, our award-winning design team takes your branding from your site to build out HTML5 ads so visitors have a consistent experience with your brand. It’s great for staying top of mind as travelers narrow down preferences, and ultimately, book.
In case you missed them, head to 4 Ways to Simplify Your Website Design and Increase Your Site’s Readability in 3 Simple Steps for the rest of the series.
Capitalize on increased demand during major events to drive bookings.
Align your digital marketing strategies with eco-conscious efforts.
Cory Jobe shares his always-on marketing experience with Sojern.
“Working with Sojern, it’s not just a cookie-cutter solution, as Sojern listens to our needs and recommends what’s best for our hotel. We have someone to bounce ideas off of, and Sojern gives us a higher-level perspective on how we can get the best value for our investment.”
“We love the simplicity of the solution and how clearly we can see results. The technology works so well that it leaves us to do our other day-to-day jobs. We are seeing increased interest in our superior and deluxe rooms as a result, which is improving the overall average booking value. I think we will be long-time customers for as long as Sojern continues to perform the way it does today!”
"Sojern and Roiback have a great relationship and work together to maximise our direct bookings. We have regular check-ins to review performance, and both Sojern and Roiback give us insights and recommendations for improvement. And the results speak for themselves! Their collaboration has been very helpful for us."
"I’ve definitely seen increased bookings. In fact, January through March is usually a quiet period for us, but this year, leisure bookings are double what we normally see, and this is due to Sojern. As a small hotel, I really value the relationship we've built with the Sojern team. You can tell when someone is genuine and willing to work with you, and I feel that with Sojern."
"I worked with Sojern at a previous hotel and had a great experience, so I knew I wanted to partner with them when I joined Ticino Hotels Group. Their Pay on the Stay package gives us a cleaner, more reliable business model to help with our direct booking strategy, and we’ve seen the results. To anyone considering Sojern for their digital marketing needs—I say go for it!"
Looking to learn more about Connected TV to meet your branding goals? Interested in metasearch and direct booking strategies to help your independent hotel? We’ve got detailed reports that address your every marketing need.