L.E.S Webinar 3rd Session

DENPASAR, Indonesia – 14. August 2020

Transcript / speech notes: Digital Marketing during Pandemic

1. What is digital marketing and what is involved, especially during Covid-19

• Do you know your audience during Covid-19?
• Is this audience big enough?
• Do you have the right products and property for this audience right now?
• Is your web page ready for digital marketing?
  • Right content & promos?
  • Smooth and right page speed, performing and error free
• What’s is your business model and budget for digital marketing?
  Budgeting:
  • Professional Digital Marketing start from USD 1.000 per months
  • You don’t have it? Just run posts at Instagram, Facebook groups or others which fits your biz
• Run for the moment a little bit digital marketing (aka branding) for Post-Covid-19 times
  • Since we do not know when Covid-19 goes away, you need to monitor picking up markets in your website analysis
  • Run a small budget for branding: Keep future customers dreaming about Bali, your properties, your promos and packages

2. Some additional words to SEO, website analysis, etc

• How to improve hotel’s organic visibility in Google:
  • There is no simple and quick solution around, but Google honors things like:
    • write regular content about your property, products and promos
    • write for humans, not for bots
    • write for your web page and push it into other channels too (Fb, IG etc)
  • if you have budget, hire a SEO copywriter
• SERP optimizations: Your position at Google – this need budget

3. Always consult your analysis to see your market and to see visitor’s behavior and patterns

• Do not think about “conversion”-tracking – generally spoken: this is not working while COVID-19, since this need bigger amount of data and bookings
• But monitor your campaign and posts, this tell you what can work well or not
  • Add tracking information to all of your published links

4. Is it worth to make promotions during pandemic?

• If you are happy with a 5-10% average occupancy, then this cash-flow helps to maintain the property operation and keep it in good shape for post-Covid-19 time
• We have seen both: Open and closed properties, which makes mostly sense, plus some exceptions
• Adjust your expectations: We will not see the same tourist patterns for 2020 and 2021 what we had in 2019
  • Prepare for FITs
  • Prepare for niche markets
  • Be happy and stay healthy

Last but not least:

5. Tweak your website to meet customers’ expectations with and after Covid-19: add Covid-19 information, all pdf file for menu, terms, tv, etc on the site (people/guest do not need to touch anything)

Our thanks go to the Committee Of L.E.S:

• WB. Prayoga, Seminyak Paradiso
• Gede Suwardana, MAJA Experience
• Gede Pastiama, Adi Dharma Group
• Yoga Wibawa, Bali Mandira
• Jo Hendro, Sun Island Bali Group (SIS & SIGG)
• Wisnu, Zin Canggu Management
• Ganggang Yudy Istirawan, Fontana Hotel Bali
• Putu Maheswara, J4 Hotel Legian
• Octo Refa, The ONE Legian & Hotel Villa Lumbung
• Sri Kesuma, Fashion Hotel
• Yuli, Bliss Surfer Hotel
• I Gusti Agung Istriyanti, Legian Paradiso Hotel