Eric Goldreyer
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Each dollar allocated to marketing is precious. No one can afford
to shell out funds for marketing and promotion that don’t produce results. The
challenge, of course, is in knowing the difference between a good investment
and a poor one.
Although by no means the complete picture, one relatively easy way to
measure results is with a
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tracking statistics package. These software programs can be used to
measure traffic from BedandBreakfast.com and other Internet sites to your home
page. It is difficult for innkeepers to determine which Internet sites are
driving actual reservations. Consumers cannot remember on which Internet site
they found you, so many innkeepers are turning to their site statistics to try
and get a better handle on which sites are paying off and which ones are not.
Although this does not represent a truly accurate picture of value --consumers
are more likely to click through to a home page when they are on a site with
limited information or poor design versus one that provides basically all of
the information the consumer needs -- we understand that this is how innkeepers
measure the value.
In response, we’ve recently changed our website. The link for each property on
our city results page now links directly to your home page (for Silver members
and above) in addition to your BedandBreakfast.com listing. We have also added
two additional links from your BedandBreakfast.com listings to your home page
and even more from the recipe and specials pages. Although results are sure to
vary, a preliminary spot-check shows that many properties are seeing a 200% -
300% increase in traffic from BedandBreakfast.com to their home page.
Log in to your home base to see the results!
You can also increase click-throughs to your home page by participating in our
Featured Property auctions. You can place Featured Property ads linking
directly to your own home page (for Silver level members and above) on your
choice of city, regional, and state pages. The statistics show you the number
of hits, number of click-throughs, percentage of click-throughs, and the cost
per hit, so you can adjust your bids and ad placement for maximum results.
Our counters accurately track the number of times users click on your home page
link from any location on the BedandBreakfast.com website. For a
variety of technical reasons, your tracking software (i.e. Extreme Tracker or
WebTrends) may not show the correct number. Obviously, we cannot track folks
who call you on the phone, or who send you an email or Reservation Request.
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Note to Bronze level members: We highly recommend a 100 percent
risk-free upgrade to a Silver membership (or higher) so you can take advantage
of these links and many other benefits of our higher
membership levels. If you are not completely satisfied, let us know
within 90 days of your enrollment and we'll refund your upgraded amount. To
check the costs, just log in with your property ID and password. From your home
base, click "Account Information," then "Renew/Upgrade" online. You'll see the
exact costs for upgrading the remaining months of your membership, as well as
the renewal rates.
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Want to improve your results? Consider the following
suggestions:
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Upgrade your membership; it’s risk-free. A higher-level membership will
get you better ranking on your city page, more photos, website link, and more,
therefore driving more traffic to your home page.
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Maximize your membership. Are you posting specials and recipes? Do you
accept BedandBreakfast.com Gift Certificates? Are you encouraging guests to
post reviews?
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Update your photographs: Potential guests really want to see what your
inn looks like, from the guest rooms, to the common areas to the setting. Make
sure the photos on both your home page and on your listing on
BedandBreakfast.com are clear, bright, and inviting.
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Improve your desciptions: Write about your inn and your destination in
an appealing and original way, avoiding tired clichés and meaningless
hyperbole, making it clear why people should visit your area, and should stay
at your B&B. Remember that you are selling a destination, not just
accommodation!
For more suggestions, read our
Member Checklist.
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Ocean View B&B, Kennebunk Beach, ME
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Over 35,000 inngoers were sent an email with this photo, inviting them to purchase BedandBreakfast.com gift certificates. We need
new photos for fall foliage and Christmas, so email your photos to InnkeeperNews.
The image should be clear and simple, so it’s still attractive in the small size shown above. URL links or small
JPEG images only! Sign up today.
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For your protection, your traffic statistics and member information are shown only
in the email we sent you. For more details, please log in with your property ID
and password. Can't remember your password?
Click here, then enter your property ID and we'll email it to you.
Don't like your password? Once you're logged in to Home Base, just click
"Change Password" (first item in the left-hand column), and choose another
that's easier to remember.
More information
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Time to move on? Sell your property by listing it on the leading Internet site
for bed and breakfasts and inns, BedandBreakfast.com, visited by thousands of
inngoers every day! "BedandBreakfast.com was responsible for excellent exposure, and sold my listing in just three weeks.”
Donald Hoffman, Thompson & Riley Ltd., Lexington, KY Read
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The Internet gives you the opportunity to interact with potential customers in
a variety of settings, from search engines to tourism websites, from
specialized inn directories to major online travel services. Taking real-time,
online reservations is the most effective way to transform your Internet
presence from an informational resource into a 24/7 sales engine. Read
more
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