5 Brand Voice Examples to Inspire Your Own

If you were to strike up a conversation with your favorite brand, what would they say?
Envision this brand as a person: What is their personality like? What do they sound like? Who are they really?
The answers to these questions describes the brands identity, and more specifically its voice. Although a brand isn’t typically made up of a singular person with a recognizable face, it does have its own voice and personality that make it a distinct entity. And crafting that voice to be cohesive and purposeful is an essential part of communicating with your target audience.

What is Brand Voice?

Put simply, brand voice is the unique personality that a company exhibits throughout all outward-facing communications. Brand voice is a central aspect of marketing, as it should guide all facets of your messaging strategy—from the words and phrases that you use, to the types of content you create, and even how you distribute that content.

An effective brand voice is present in content including:

  • The company website
  • Brochures, flyers, and presentations
  • Blog posts
  • Emails
  • Social media posts
  • Videos
  • Advertisements
  • And more

It’s important that your brand voice remains constant across each medium as well. For instance, the way your brand is portrayed on social media should be largely the same as the way it is portrayed in your weekly email newsletter, your company website, and so on. Being consistent in your messaging ensures that the band is united under one identity, allowing you to build stronger relationships with your audience.


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As you begin to think about your own company’s brand voice, think about the qualities that are most important to your business and how you can channel those into one purposeful identity. If your brand is already established, take the time to identify your existing voice and look for ways to fine-tune it.

Below are five great examples that you can use as inspiration to define, validate, and utilize your brand voice.

Examples of Brand Voice

1. Nike: Powerful and Inspiring

When thinking of companies with stellar brand voice, people often start by recalling the slogans, visuals, and messages that have stood out to them over the years. For many, the first brand that comes to mind is Nike.

Nike is known for its inspirational tone of voice, which also includes an element of grit. Its iconic slogan—“Just do it”—has created a powerful brand persona that encourages athletes (and, really, all of us) to pursue their goals with resilience and persistence.

Nike’s brand voice permeates every aspect of its messaging, from mission statement to advertisements to product descriptions. The result: A cohesive identity that customers have come to recognize and appreciate.

2. Slack: Friendly and Helpful

Slack, a popular workplace messaging app, has built a presence which is marked by productivity and collaboration. And, if Slack were a person, it would probably be the most helpful person you know.

At every level from their blog, to social media, and even in-app communication, Slack is always providing its users with helpful guides, resources, and answers to all kinds of questions. In creating their brand voice, Slack has also excelled in maintaining a sense of professionalism while also keeping their messaging lighthearted and fun.

Their simple and easy-to-understand content gives the company a personality that is not only friendly and approachable, but also laser focused on helping their users be as productive as possible. 

3. Dollar Shave Club: Witty and Sharp

Dollar Shave Club takes fun and lighthearted to the next level. In fact, their humor is almost as sharp as the razors they sell.

Due to the nature of Dollar Shave Club’s brand voice, their content is often less formal than that of their competitors, making it appealing to their audience. This approach also allows them to be upfront about their marketing. Take this blog post which ranks different types of bagels. Although seemingly unrelated, the brand found an interesting way to tie in their products and let their readers know about it.

The wit and humor that defines the brand lets the company engage with their audience in a way that’s different than the strategies of most competitors. Given the fact that most consumers hardly give a lot of thought to which toothpaste or razor they buy, this approach is a breath of fresh air to some.

4. Dove: Uplifting and Empowering

Known for their series of campaigns focused on dispelling unrealistic beauty standards, body positivity is a theme that has become central to Dove’s brand identity. These campaigns in conjunction with the company’s other messaging—from email newsletters to tweets and more—have resulted in an uplifting and inspiring brand voice that resonates with the company’s audience.

Dove made waves by recognizing the lack of representation of different populations in the industry and taking steps to create a more inclusive beauty community. Instead of upholding widely held yet harmful beauty standards, the company shifted its efforts to create advertising and marketing materials that were representative of their audience.

Now, throughout their content, Dove has built an identity that is founded on breaking beauty standards and boosting their customers’ self esteem. Approaching these delicate topics is no easy task, but Dove has been able to maintain a voice which has empowered their customers to feel beautiful in their own skin.

5. Sitebulb: Humorous and Self Aware

If you’re unfamiliar with Sitebulb, it is a powerful website crawler that SEOs and digital marketers use to evaluate the health of their websites and find optimization opportunities. An added bonus of the tool—the company behind it has a fantastic and relatable brand voice that makes their users feel more like old friends than customers.

Most notably, Sitebulb uses its release notes—a notoriously boring piece of content for any tool or software—and infuses it with witty, honest humor.

This type of humor and self awareness is a common feature in Sitebulb’s content. The Sitebulb team has been successful in putting a fun spin on otherwise dry topics and their users appreciate this fact. In doing so, they’ve found interesting ways to engage with their audience and stand out from their competitors.

Crafting Your Brand Voice

Without a cohesive brand voice, you risk confusing your audience and missing out on opportunities to build relationships. Instead, you want to create a unified presence, allowing your customers to relate to your company and establish a sense of trust.

Now that you’ve seen a few examples of companies with great brand voice, it’s time to start crafting your own brand voice or honing what you already have. Once you have a clear, defined identity, you can utilize it across all aspects of your marketing efforts.

Are you unsure of whether or not you’re capable of defining your company’s brand voice? Download our Brand Voice Worksheet to get started, or reach out to see how we can help.

Student Persona Interview Guide: 40 Questions to Ask

Here is a list of 40 questions you can ask during your next student persona interview to gather valuable insights and drive your marketing strategy.

You probably already know what student personas are and why they’re important to your marketing efforts. Now it’s time to start researching and creating your persona.
But simply filling in your student persona template with what you think your audience is like isn’t enough.
In order to create accurate student personas that drive your inbound marketing efforts, you should ideally be interviewing your current or past students so that you can learn firsthand what their student journey looked like.

While there are many different ways to conduct persona research, the best approach should include a blend of different research techniques, including utilizing your existing data, perusing relevant resources, and, perhaps most importantly, interviewing those who have already been through the process.

In this interview guide, we’ve compiled a list of 40 questions enrollment marketers should be asking during their student persona interviews. We also offer advice about who you should consider interviewing, and some tips for preparing so that you can get the most out of your next student persona interview.


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Who Should You Interview?

Ideally, you should aim to interview at least a few students who are already enrolled or who have recently graduated from your institution. If you are tasked with creating a persona for a particular program at a college or university, it can even be helpful to interview the dedicated product or marketing manager for that program.

For K-12 schools or programs which work with younger students, interviewing parents or guardians of your current or past students will often be preferable, as they are the key decision-makers in most situations.

It’s also worth mentioning that you can learn a lot about your ideal student by interviewing someone who ultimately decided against enrolling in your institution. Speaking to someone who chose a different path can help you learn about the common objections to your school or program and brainstorm ways to address them.

When in doubt, make sure you involve:

  • Multiple current and former students
  • Multiple students who considered your school but did not attend
  • Marketers, enrollment officers, admissions counselors, and anyone who interacts with students during the application process
  • Program managers (for universities/colleges)

Student Persona Interview Questions

Once you’ve settled on who you’ll be interviewing, you can start to plan out the contents of your interview. The main types of questions you’ll want to ask should over demographics, goals, primary interfaces, change drivers, and challenges and objections.

Demographics

You’ll want to ask questions about their age, location, education, personality, and family to better understand the different aspects that make this person who they are.

Especially in higher education, these questions will shed light on what stage of life your persona is in and how that might impact their journey, what sort of educational background they have, and so on.

Here are some demographics-focused questions you may want to ask:

  1. How old are you?
  2. Where are you from? Where do you live now?
  3. What is your educational background like?
  4. What is your current job title?
  5. What is your family like? Do you have children or are you a caretaker?
  6. What do you like to do in your free time?
  7. How would someone close to you describe your personality? Are you career-focused or family-oriented?

You might be surprised by the insights you can glean from such simple questions. If you find that this persona is a parent who wants to work full-time while earning their degree, for instance, this might indicate that they will find value in content that illustrates the flexibility of your programs or the support that your institution can offer.

On the other hand, you may discover that they are a young aspiring professional who is career-driven and focused on developing the skills they need for the workforce. Either way, life stage is incredibly important to keep in mind when creating student personas for higher education.

In K-12 education, these questions will often apply to the parent of the prospective student, especially for younger grades. Even still, understanding key demographic information about these parents and their children can help shed light on factors that may influence their decision-making process.

Goals

If you are interviewing a prospective student for a college or university, asking about their long term professional goals can also be powerful in identifying your persona’s motivations. Do they want to maximize their salary? Or is it more important to build an impactful career?

The answers to these questions will speak more to their personality and the goals that they hope your institution will help them achieve. Consider asking questions like:

  1. What are some of your top professional goals?
  2. Why are these goals important to you?
  3. What is your dream job title?
  4. What other job titles might lead up to that position?
  5. What makes your dream job appealing to you?
  6. What does that job offer that your previous job did not?
  7. What are some common challenges that people face in this industry?
  8. What strategies do they use to overcome those challenges?

For younger students and their parents, asking about short- and long-term goals can also be helpful. For this audience, questions can include:

  1. What are your long-term educational goals for your child?
  2. What activities did you want them to be involved in at school?
  3. What skills did you find most important for your child to develop?
  4. What qualities were most important to you when looking for a school?
  5. What areas of study were you and your child most interested in? Why?

These questions can help you reveal the qualities they are looking for in a school that will help them and their children ultimately reach their goals. If attending a great college is a long-term goal, for example, think about the characteristics of your school which support this goal.

Additionally, these answers can bring about some great content ideas. Let’s say you’re marketing a master’s degree in biotechnology and you learn that your ideal student has the goal of becoming a research scientist. Writing a blog post about the process of becoming a research scientist which offers advice on the required education for this career could be very appealing to this persona, and can help guide them towards the decision to pursue a master’s degree like the one your institution offers.

If you find that parents of prospective eighth-graders are focused on developing strong social skills, consider planning your content around the ways that your school fosters these skills.

Primary Interfaces

A person’s primary interfaces are the people who they frequently interact with and who have the most influence on their decision-making process. Also included in this category are any publications or sources of information that they might turn to in order to make a decision.

Are the parents of your preschool students making decisions based on the experiences of their close friends? Are your undergraduate students relying on help from their parents to choose a college? To find out, ask questions like:

  1. Who are the people whose opinions matter the most to you?
  2. Who do you turn to for advice when you need it?
  3. What role did these people play in helping you make this decision?
  4. Where do you look to find information online?
  5. What magazines, journals, or newspapers do you read?
  6. Do you pay attention to any blogs or social media networks?
  7. Do you belong to any professional or social groups?

Learning about your persona’s primary interfaces is critical to understanding their decision-making process. Figuring out where they get their information and who they turn to for advice is important information to have in your wheelhouse when planning your strategy.

Change Drivers

Here, your questions should be focused on identifying when and how the persona knew that they needed to make a change and began considering schools.

For K-12 parents, this might be when they realized that they were no longer happy with the school their child was previously enrolled in and began researching other options. In higher education, this could be a lack of career progression that caused the student to want to develop their skills in order to get a better job.

Questions for K-12 parents and students include:

  1. At what point did you know what you wanted to change schools?
  2. What made you realize that you were dissatisfied with your previous school?
  3. What qualities of your previous school did you dislike?

At the higher education level, consider questions like:

  1. What changes in your personal life, workplace, or industry made you realize you wanted to continue your education?
  2. At what point in time did you come to this realization?
  3. If you transferred from a different institution, what led you to make this decision?

These questions will help you pinpoint the beginning of the student journey and further understand what motivates your persona.

Objections and Challenges

Next, you will want to investigate your persona’s challenges and objections. These answers will help you get to the bottom of your persona’s key pain points which your content strategy should help them overcome.

Consider the personal or professional challenges or trends that might discourage or prevent them from pursuing a path towards achieving the goals you’ve outlined above. Here are some questions to ask to uncover your persona’s challenges and objections:

  1. What are some of the main factors that would prevent you from choosing a school or pursuing higher education?
  2. Were finances a major concern for you when you made your decision?
  3. Were you concerned about time or your ability to balance school with other commitments?
  4. What options were available to you to overcome these challenges?

Although it might be difficult to consider the fact that your school or program isn’t perfect, you can also learn a lot by asking about the qualities or experiences that the persona disliked:

  1. What was your least favorite part of our school? Why?
  2. What do you wish you knew about our school before you made your decision?
  3. How could your experience at our school have been made better?

Taking a student-focused approach and planning your content in a way that helps your persona overcome these challenges or ease any reservations you might have can be the difference in creating content that establishes trust and ultimately converts prospects into applicants.

Preparing for an Effective Student Persona Interview

To get the most out of your next student persona interview, you should spend a little extra time preparing for the discussion so you can be sure that you cover all of your bases. Here are a few tips to help you prepare:

  • Do your research before you do your research: This might sound counterintuitive, but going into the conversation with some background knowledge can go a long way. Are there specific qualities of your program that could have influenced the student’s decision-making process? Are there certain industry trends that might have come into play? Lay the groundwork for your discussion in advance so you can be sure you touch on these key points.
  • Provide the necessary context: When reaching out to schedule your student persona interview, give your interviewee the necessary context they need. Explain why you are conducting an interview, what you hope to learn from it, what you’ll do with their responses, how you’ll conduct the interview, and so on.
  • Send your questions ahead of time: In addition to clarifying why you’re conducting an interview, it can also be beneficial to provide your interviewee with a list of questions you plan to ask ahead of time. This doesn’t need to be an exhaustive list, but it should get your interviewee thinking ahead of time so that they can be prepared for the discussion as well.

With the right preparation and expectations for student persona interviews, you can effectively learn about your ideal student so you can structure your inbound strategy around their needs. The insights you can gather from this process can reveal more than you might think and help you nurture more prospects towards becoming enrolled students.

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User-Generated Content: How to Turn Your Customers into Promoters

Content generated by your own customers can be incredibly valuable to your brand. Learn how to leverage the pictures and videos customers are already taking to build brand trust, boost engagement, and increase conversion rates.

As consumer behavior continues to shift alongside evolving technology, brands need to stay on top of the latest trends in order to deliver the most effective content to their audiences.

Social media platforms, blogs, and online reviews have all contributed to a greater importance of consumer opinions on purchasing behavior. As a result, consumers are more likely to trust the opinions of their peers rather than messaging that was clearly created by the brand itself.


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How do brands keep up? Enter: User-Generated Content. Implementing a UGC campaign could prove to be an effective way to boost authenticity, awareness, and engagement for your brand.

What is User-Generated Content?

So, what exactly is UGC then? Well, in order to really understand what it is and why it’s important, we first need to bring the discussion back to inbound marketing. The inbound process goes like this: through valuable content we attract visitors, convert them to leads, close them as customers, and delight them with our products and services. But does it really end there? Marketers can sometimes get caught up in the early stages of the process and overlook the value of delighted customers. In truth, delighted customers can be a source of fantastic content that attracts more visitors and starts up the process all over again.

The definition of user-generated content is as straightforward as it sounds: it is content created by your customers about your brand. People who have had a positive experience with a product or service are generally eager to share their story with others. The most popular outlets for doing so are usually Facebook, Twitter, Instagram, and other social networks, as well as online reviews, blog posts, and more.

https://www.instagram.com/p/Btd8JJ7gDwz/?utm_source=ig_web_button_share_sheet

The beauty of UGC is that it can be mutually beneficial to both brands and consumers. Customers are often proud to share their experiences with their friends and are flattered when a brand takes notice. Brands that leverage UGC can take advantage of the perception of authenticity and trust, leading to higher engagement and conversion rates.

Pros and Cons of UGC

Just like any other marketing strategy, there are pros and cons to implementing a UGC campaign.

One of the biggest benefits of UGC is the ability to build brand trust and authenticity. Through UGC, customers are promoting your brand for you in a way that is more compelling to your audience. By simply re-sharing content from an actual customer, your brand demonstrates a real human connection that consumers look for. It has been shown recently that well-executed UGC campaigns have led to higher brand engagement and increased conversion rates as a result.

On the other hand, there are a few things to be cautious of when it comes to using content generated by someone else.

The most important rule in UGC is to always give credit to the original creator. As a general rule, you should always ask for permission to use someone’s content before recreating it in any way. More often than not, delighted customers will be excited to share their work with a brand that they are fond of. However, for obvious reasons such as copyright and privacy laws, failing to ask for permission could be detrimental to your campaign.

In addition, you should be sure to do your homework before sharing content created by someone outside of your brand. When deciding to share a message from someone outside of your organization, you need to be sure that their personal brand aligns with your own (or at the very least, doesn’t contradict your brand values). Do a little bit of research to ensure that none of their other content could be construed as offensive to your target audience.

How to Encourage UGC

If you decide that UCG is something you want to incorporate into your marketing strategy, there are a few things you can do to encourage your customers to create content about your product or service.

One of the most popular methods of encouraging UGC is selecting a hashtag that aligns with your campaign. Let your audience know you want to see their content by asking them to share their thoughts, experiences, photos, and videos with the hashtag you’ve created. As always, don’t forget to include a clear call to action when executing this step.

Another way to engage your users is to invite them to participate in a contest. Calling it a contest might sound gimmicky, but asking your customers to share a photo or video for a chance to be featured on your website or win a piece of swag could prove to be a powerful driver of participation.

https://www.instagram.com/p/Bu8vph-nE7w/?utm_source=ig_web_button_share_sheet

GoPro has leveraged this tactic by starting their #GoProSnow Challenge in which users share their best photos and videos for a chance to win up to $1,000. Even those who don’t win have the chance to be featured on the official GoPro Instagram page.

Customers as Promoters

With proper planning and due diligence, integrating user-generated content into your marketing efforts could be an effective way to boost performance. It’s important to remember that inbound marketing doesn’t end when a product or service is delivered, rather it continues on as delighted customers become your most valuable brand promoters.

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How To Use Keyword Research and SEO To Put Your Bed & Breakfast on the Map

Search engine optimization and keyword research are essential to driving traffic to your website. Learn how to optimize your webpage and innkeeper blog to attract visitors and get more bookings.

With the right approach and some strategic planning, blogging can be a powerful tool for attracting potential guests to your destination. A successful blog can help you increase traffic to your website, establish your personality and brand, build trust and loyalty, attract qualified leads (who will ultimately become guests), and reduce marketing costs.

A critical part of creating an effective blog is the planning and research that must take place before you even begin writing. If you are new to this form of marketing, this may seem like a daunting task, but, there are tons of free and easy tools to help you get started.

With this beginners’ guide to keyword research and search engine optimization, you will learn how to choose the most valuable topics and keywords to use when marketing your tourism destination.


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How to research possible topics for blog posts about your destination

A little bit of research can go a long way when deciding what to blog about. There are plenty of free tools to help you through the planning process so that you can make the most effective use of your time and get the results you desire.

Below, we discuss some of the steps that you should always take before you begin to write your blog content, so that you can be sure that it will be content that your guests actually want to read.

1. Understand your ideal guest

To begin the process, you should first understand who your ideal guest is. What is it that they are looking for and how can you help them find it? It is helpful to create a semi-fictional profile that represents your ideal guest, called a buyer persona, which you can refer back to and use to align your goals realistically. If you need help getting started, check out our buyer persona template for more information.

Some things you should know about your ideal guest include demographics such as age, location, income, and other factors. If possible, try to learn more about their personality traits and habits well to better understand what makes them unique.

To collect information for your buyer persona, consider interviewing current and previous guests to learn what they liked best about their experience and what they think could be improved. You can also look through your records of guest information to identify trends and read reviews people have left on the internet.

2. Research keywords relevant to your destination

In order to blog successfully, you will need to write about topics that are important to your buyer persona.

For example, let’s say you own a bed and breakfast in Mystic, CT and you want to use your blog as a marketing tool to attract more guests to your destination. So, what is your ideal guest looking for? Place yourself in their shoes and begin with a simple Google search that you might try if you were looking to visit Mystic, CT. Try starting with the search “things to do in [your location]”.

The first result in this Google search is a featured snippet that shows a list of popular attractions in the area, followed by a number of similar articles. Browse a few of the top-ranked results to see what places or attractions are most popular or find areas in which these articles are lacking.

If you scroll to the bottom of the search page, you will find a list of related searches suggested by Google. This list is compiled based on the searches that people often pair with the initial search. These ideas can be particularly helpful in brainstorming topics for potential blog posts.  

Google Related Searches

In fact, some of these searches can even function as working titles for blog posts. From this information, we know that people are interested in learning about free things to do in Mystic, things to do in Mystic in the winter, Mystic hotels, and more.

Now that we know what questions people are asking, we can use blogging as a way to answer them. The biggest takeaway from this exercise should be a list of keywords that your buyer persona is likely to be searching for. However, in order to use this list effectively, you will need to understand the basics of search engine optimization, or SEO for short.

To go a step further, you can use free tools such as trends.google.com or moz.com to evaluate the strength of the keywords in this list.

Using Google Trends, you can get an idea of how many people search for a particular keyword, when and where most searches occur, and again, more related keywords. The free subscription to moz.com offers similar data.  

Googel trends search console google trends related topics

Search engine optimization is the process of tailoring your content specifically so that it ranks high in the results for search engines like Google, maximizing the number of visitors to your webpage. This strategy is at the core of inbound marketing as it focuses on bringing your content in front of people who are already looking for it rather than targeting people who are otherwise uninterested.

3. Choose a targeted keyword

After using tools to evaluate the popularity and strength of the keywords you have compiled and you have a general idea of what you would like to blog about, you can decide on a targeted keyword for the post. This keyword should reflect the core idea of your blog post and be used in the title. Ideally, your goal for this post should be to rank number one in the search results for this targeted search phrase.

Keep in mind that this keyword should have a reasonable amount of search volume as you can gather from the tools mentioned earlier. Too few searches and not many people will see it, too many searches and the harder it will be to rank in the top results.

4. Choose secondary keywords

You should also choose a few secondary keywords that are closely related to the targeted keyword to help search engines to further understand your content. For instance, if your targeted keyword phrase is “mystic seaport museum”, some secondary keywords to touch upon in your post might include “mystic seaport aquarium”, “things to do in mystic”, and “mystic seaport village” based on the research you have done.

Search engines have sophisticated algorithms in place to determine the ranking of web pages in the results page for a particular search. On a basic level, pages are rewarded based on their ability to answer the question being asked.

By including the additional phrases you have chosen as targeted secondary keywords in your blog post, search engines will be much more likely to recognize your content as an authoritative source of information on the topic at hand.  

Putting It All Together

Now that you have done your research, you can begin to plan your blog post and the SEO strategy you will use. Based on your findings you should now have a topic for your blog post, a targeted keyword, and several secondary keywords that all help to answer the question your ideal guest is asking. It’s time to put it all together!

So, you have all of these important words to include in your blog, but where do they go? Placement of keywords is just as important to SEO as finding the right keywords. In order to fully optimize your web page, pay close attention to a few key areas.

The title of your blog post should include your targeted keyword to show search engines exactly what the content is about and help the page rank for queries related to that phrase.

Using the Mystic, CT bed and breakfast example, a possible title could be “10 of The Best Restaurants to Visit in Mystic” where the targeted keyword phrase is “restaurants in Mystic”.

Another place to pay attention to when writing your post is section headings within the piece. For instance, you might choose to categorize the best restaurants in Mystic by the type of food they offer. The section headings will then include secondary keywords like “Italian food in Mystic”.

Don’t forget to include your keywords in important places like the page’s meta description, the URL, image tags and captions as well!

By using this process of research and optimization every time you write a post for your tourism destination’s blog, you can exponentially increase the amount of traffic to your website and reap the benefits in the form of attracting new guests.

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4 Essential Blog Topic Ideas For Bed and Breakfasts

Marketing your bed and breakfast with an innkeeper blog can be very successful when done properly. Use this list of topic ideas to create the foundation for your blog posts and learn more about boosting your occupancy rates through inbound marketing.

If you’ve been blogging for a while now without seeing the results you want, it may seem like a waste of time. You might even have doubts that blogging is essential to running a bed and breakfast. Maybe you should just give it up?

The fact of the matter is this: When done correctly, blogging will help drive traffic to your website, which will land you more reservations from guests. In this article, you’ll find a collection of strategic topic ideas that will give your blog a permanent place in your marketing plan.


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Why Should Innkeepers Blog?

A well-executed blog can bring your online presence to the next level, helping you rank higher in organic search results.

This kind of content marketing draws your target audience to you based on your ability to answer the questions that they are asking. It is a way to spread awareness, build trust, and encourage people to reach out to you about your services. How? Simply by understanding the kinds of searches your guests are doing and then by using those insights to create content that they need and want to consume.

Some of the benefits of blogging for bed and breakfasts include:

  • Increased traffic
  • Establishing your personality and brand
  • Building trust and loyalty
  • Attracting qualified leads (who will ultimately become guests)
  • and reducing marketing costs

Stonecroft-Inn-Blogging-Example

The Stonecroft Country Inn is a great example of a bed and breakfast blog. They often blog about 4 essential topics: things to do in the area, local events, the inn, and food and drink.

Need some helpful resources to learn more about the “inbound approach” to marketing for the tourism industry? Check out our guide on the benefits of blogging for your bed and breakfast business.

25 Topic Ideas For Your Bed and Breakfast Blog

In order to establish a successful blog, you will need to choose the right topics to write about.

Without doing the proper research and planning, it’s easy to waste time and energy writing about obscure topics that won’t generate traffic or leads. Below, we list some popular ideas for blog posts that will appeal to your ideal customers and attract potential guests. Just tailor the sample titles to fit your needs and get started!

1. Things to do in your area

Before you begin writing, think about who your typical guest is. What are they searching for? It’s very likely that your potential guests will do some research on the location they wish to visit before they settle on a place to stay.

To help them make their decision, write some blog posts on the different things to do at your destination. This could include anything from things to do at your venue to things to do around your venue to regional activities.

By answering travelers’ questions, you’ll gain more qualified traffic to your website, which can then be converted into bookings. Be sure to use keywords that your target audience is searching for in the title, body, and meta description so that it can be easily found.

Here is a list of possible titles you can consider:

  • Best Places For Family Fun in [location]
  • # Date Ideas For a Romantic Getaway in [location]
  • # Hiking Trails in [location]
  • Must See Museums Near [location]
  • Your Guide to Shopping in [location]
  • An Itinerary for a Romantic Getaway in [location]
  • Things To Do in [location] in the Winter

Don’t be afraid to highlight individual attractions in your area if you have reason to believe that people are searching for them. In fact, including links to other websites can increase your page’s authority and encourage other businesses to link back to your website as well.

2. Local events

Writing about local events is another great way to attract travelers to your website and keep past guests up to date on all the reasons that they should come back. It can also be helpful to boost interest in your location during an off-season, especially if an exciting event is happening nearby.

It’s important to give value to your viewers with every blog post, so try to provide helpful information about upcoming special occasions and refrain from posting reviews of past events. Here are some ideas:

  • # Festivals to Enjoy This Summer in [location]
  • A Night at the Theatre: Shows Coming to [location]
  • Don’t Miss These Events in [location] This Holiday Season
  • Experience [location] Like a Local With These Upcoming Events
  • Upcoming Events in the [location] Area

And don’t just limit yourself to blog posts. If you find that your potential guests would prefer to consume information about events in the form of an events calendar (or something similar), it might just make sense to invest the resources to create one.

3. About the inn

Travelers often want to know exactly what a bed and breakfast is like before they decide to stay there. By writing about your property, staff, and accommodations, you can help them get a feel for what to expect when visiting.

Most importantly, blog posts about the inn can create a personality for your business, which is helpful both in attracting new customers and maintaining relationships with returning customers. With that in mind, when you’re writing your blog posts and web content, don’t be afraid to write the way that you would speak. Really let your personality shine through in your content; after all, that’s probably what most of your guests remember and love the most about staying with you!

Some ideas include:

  • Meet The Innkeeper at [B&B Name]
  • Summer Specials and Packages at [B&B Name]
  • Recipe: [B&B Name]’s Delicious Homemade Cookies
  • What Past Guests Have to Say About [B&B Name]
  • What to Bring When Visiting [B&B Name/location]
  • Frequently Asked Questions About [B&B Name]
  • [B&B Name] in the News

4. Food and drink

These days, many people center their travels around one very important topic: Food and drink. Even if this isn’t the case, everyone enjoys a good meal!

Let your guests know where the best places for all types of dining experiences are in your area, whether that includes at your establishment or the surrounding area. Don’t forget to include things like wineries, breweries, or other special locations, too, which often make for great excursions and day trips.

Here’s a list of examples:

  • The Best Places to Find Authentic Italian Food in [location]
  • Take a Sip And Relax: A Night at [Vineyard]
  • [Restaurant]: Dining Out in [location]
  • # Must-Try Places to Eat in [location]
  • Top Breweries in [location]
  • [location]’s Most Unique Dining Experiences

Get Started With Your Innkeeper Blog!

The goal for your blog should be to answer the questions that your potential customers might have (and yes, that will involve some research!) in order to get them on your website, earn their trust, and ultimately convince them to stay at your bed and breakfast.

Think of your blog as a tour guide for your destination; once you convince people why they should stay in your location, they will be more likely to want information on your bed and breakfast. Now that you have a list of topic ideas, adjust them for your own needs and see how strategically planning your content can improve the overall success of your business.

For more inspiration, check out the blogs of other successful bed and breakfasts to get a feel for what works best.

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How to Market Your Bed and Breakfast With an Innkeeper Blog

Blogging can be a powerful and cost effective way to market your bed and breakfast or inn. Learn about the benefits of bed and breakfast blogs and how to begin creating your own with this helpful guide.

You may have heard the term “inbound marketing” lately, but what does it mean and how can innkeepers use it to market bed and breakfasts?

Booking websites like TripAdvisor, Airbnb, and the like have made it more difficult for bed and breakfasts to stand out from the competition. Even worse, they charge a high percentage of each booking and even higher fees to be featured on their websites, cutting into your profits as an innkeeper. You may think that you need to use such booking sites in order to keep up with the competition, but there are other ways that you can boost your occupancy rates without wasting your marketing budget on expensive fees and sponsorships.


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Inbound marketing is a marketing strategy that focuses on drawing customers to your business by using informational content. Instead of pushing out advertising trying to get people to buy from you, you are creating information that they want, in order to attract them to your website.

The benefit of this approach is that your content will reach people who are searching for it; therefore, those who already have an interest in your product and are more likely to become customers. In addition, content creation is a great way to take marketing back into your own hands with little to no expense. A key element of inbound marketing is blogging.

5 Ways Blogging Can Increase Your Bed and Breakfast’s Occupancy Rates

When done correctly, blogging is a powerful tool that bed and breakfasts can use as a means of increasing occupancy rates. Before you get to writing, you should first know why blogging is so important and what goes into a successful blog.

The purpose of this process is to have your website placed in the top search engine results for valuable keywords that your potential customers are searching for. To do this, you will have to do some research to find out what exactly people are searching for and include these keywords in the titles of your blog posts. This does require some basic knowledge of search engine optimization (or SEO).

By establishing a well-executed blog for your Bed and Breakfast you can:

1. Increase traffic

A successful blog will increase the authority of your website helping it rank in the top of search engine results pages, making it much easier for potential customers to find your website.

2. Establish personality

An innkeeper blog is a great way to infuse your website with the personality of your bed and breakfast. Set the tone for your potential guests by using your writing style to convey the standout characteristics of your location and make them feel welcome before they even arrive.

3. Build trust and loyalty

Blogging is a way for guests to stay up to date with everything happening in the local area. Building these relationships with customers can establish both trust and loyalty, increasing the number of repeat guests that visit your bed and breakfast.

4. Attract qualified leads

Strategically planning your blog content to appeal to your ideal customer will help you to attract more qualified leads than traditional marketing methods. Since these leads already have expressed an interest in the service you provide by searching for a related topic, they are more likely to become customers.

5. Reduce marketing costs

One of the most popular reasons for using an innkeeper blog as a method of marketing your bed and breakfast is the low cost of doing so. Aside from the cost of hosting your website and the time it takes to create content, blogging is virtually free. The potential that high-quality content has to increase conversion rates has the ability to result in a worthwhile return on investment.

Creating Your Innkeeper Blog

Now that you know why blogging is critical for your bed and breakfast, let’s explore how you should go about starting one or revamping your existing blog. The first step in this process is figuring out exactly what you should be writing about. To do this, start by doing keyword research as mentioned earlier to determine what people are looking for.

Keep in mind, your blog doesn’t need to be solely focused on the bed and breakfast itself. For example, it is highly likely that people will be searching for things to do in your area. To take advantage of this, you can write about popular restaurants, activities, or even the history of your area. For example, this post by Stonecroft Country Inn near Mystic, CT highlights things to do in the surrounding area:

Stonecroft Inn CT

Be sure to mention the keyword for your topic in the title and the body of your blog post so that search engines can recognize it and boost your ranking for relevant searches.

Even though you may not mention your bed and breakfast directly in every single post, people who are interested in the topic of a particular post will be directed to your website where they will then have the opportunity to learn about your accommodations. In short, try to convince them why they should stay before you convince them where they should stay.

Don’t forget to make sure that your content won’t become outdated in a short period of time. By focusing on topics that remain evergreen rather than time specific events, your blog will retain more authority and have a longer shelf life.

Remember to look back on previous posts every now and then to keep them up to date as well. The longer your blog posts live on the internet, the more traffic they can bring to your website, which can then be converted into customers. The following example from Stonecroft Country Inn’s blog post illustrates this point:

Stonecroft Inn CT 2

 

Another important element of a successful blog post is the number of links pointing to your content. Wherever possible, you should try to include links to other websites (including relevant pages on your own website) as a way to increase the authority of your webpage, helping it rank higher in search engine results. However, ensure that you are only using links where they are necessary and add value to the reader.

If search engines like Google see too many links on one page it may be considered spam.

This works in the reverse as well. When other outside websites link to your content, it builds your domain authority which will increase your search engine rankings overall. This is yet another reason that you should provide your audience with as much useful information as you can and carefully plan your content to get the most out of it.

One of the most valuable aspects of an innkeeper blog is the opportunity to give your business personality. The content that you produce should portray the kind of experience that you want your guests to have when they stay at your bed and breakfast. By infusing your blog with personality, you have the chance to build a relationship with your potential customers, which can be invaluable for occupancy rates.

Blogging is also a great way for previous customers to stay up to date with your bed and breakfast, maintain these relationships, and gain more repeat customers. The Stonecroft Country Inn does a great job of instilling its personality throughout their blog post, including this excerpt promoting their bed and breakfast:

Stonecroft Inn CT 2

As an innkeeper running a bed and breakfast, your time is valuable and scarce. Booking websites may seem like an easy way to advertise to travelers, but they might be eating up your marketing budget with very little reward.

Instead, starting an innkeeper blog or optimizing your existing one can be a much more effective method of spreading awareness and landing more bookings. When done well, blogging is well worth the time you will invest in it and can be highly beneficial to your business.

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