​This 90-bed hotel and activity centre is in a area of Sweden that is very popular with Chinese tourists and its main season is from autumn to spring, through the winter. Guests stay for the landscape, night sky and snow-based activities.
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​European hotels with specialist activities are seeing huge growth in tourists from China as a rapidly increasing middle class there becomes able to afford to travel and wants to see the sights outside of China. As hotels reimagine their services in 2020, lifetime experiences will survive better than breakfast buffets.
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​When we met the client, the main issue was that, although the business operated a full range of activities, many guests didn't know that until they arrived and therefore had booked their activities with another provider.

Additional challenges included:

• There was no organised marketing.
• Booking of activities on site, rather than in advance, made them difficult and costly to run.
• The graphics were done as a favour by a local printing company.
• The summer was extremely quiet so they needed more guests then.
• Information was needed in multiple languages.
• The existing website didn’t work properly and was very costly to update.
• One large target group was in mainland China where the website and booking system was not available.

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Initially, the client asked us to deliver Content Marketing in the form of ongoing, regular blog and social media posts. Subsequently, we took on responsibility for delivering all the marketing strategy and tactics for the global marketing of the hotel.

The client's trust in us gave us the freedom to solve the problems in efficient and effective way. By working on the entire marketing effort, we could integrate campaigns and channels, improving the effectiveness of them and keeping costs as low as possible.

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• We began with a full website analysis to see where their potential market base was, ow they accessed the information, what they looked at and crucial elements like which language their computer or phone system was in, to tell us the language they most likely would want booking information in.
  

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• The client chose blog posts as a need and we worked this into a full content marketing strategy, including the blog, social media portals and email marketing.

• While potential Chinese guests living outside mainland China could already access the .com website and receive the existing marketing, the biggest target market group were in China and they couldn't. We created an entire strategy for reaching and marketing to the immense travel-hungry Chinese middle class.

 

• People tend to buy - and book - in their main language. We created a strategy to reach potential guests in the five main languages we identified as main languages of guests and of website visitors.
  

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• To address the key problem of guests' lack of awareness of the activities, we created an integrated email and content marketing strategy that ensured awareness of activities shot up, especially once guests had booked the accommodation.
  

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• We built a .cn website in mainland China and developed Chinese social media marketing and PR.

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• We replaced the existing external SEO provider and developed effective on- and off-page SEO.

• We rebuilt the .com website and extended it substantially to cover five languages. We handled all the translations using expert, mother-tongue translators to properly localise the content - making it make sense to the reader and working effectively to market the hotel to them.

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​The client needed a large increase in activity bookings and more hotel guests during the summer. The work we did achieved both these goals.

We also worked to make the hotel's marketing more sustainable, enabling them to repeatedly and consistently reach a much bigger target audience.

Write in Danderyd is a full-service marketing agency that provides all the services the smallest of business needs to grow and thrive. What can we help you with?

Content marketing works to pull visitors into your website and to reach them there, on social media and by email. It is the best thing for building up awareness of your business and for taking potential clients through their buyer journey to the stage when the book with or buy from you.

In practice, this means putting new or updated material on your website, often in the form of blog posts and then spreading the news that the new material is there via the channels. For a small business, it can be the main source of new business.

We can help you work out what content to put up, we can produce it for you or use content you have created and help you get it out to your potential and current clients.

Social media marketing covers everything from creating text and graphic posts, keyword research and posting to engagement and follower-building activities.  For the smallest businesses, posting when you have very few followers isn't where the focus should be.

We can produce and publish your content and grow the number of people looking at it. We can do it as a project or as a regular activity, in as little as two hours a month.

People make decisions based on their first impression of a company, a person or a product so good design is crucial for business success. Small businesses need everything from a logo to social media images and they need them from the very beginning.

We work with you to create everything from a logo - including versions of your logo for every use, printing stationery and the right sizes and formats for social media sites (each, of course, being different!) - to newsletter design, brochure design, websites, signs, event equipment and everything inbetween.

Web design plays a vital role in how your brand is perceived and how your website works can allow or stop people form booking or buying your products and services.

Another important factor is how well the website works for you. Can you easily update it, add what you need to be visible and change the content without it taking forever? Does it look good when you make changes?

We work with you to find the best system for you and your business and then get it setup and running. We support websites made in all systems and can help you with anything.

If your website isn’t optimised for search engines, they literally can’t see it and won’t show it to your target market. SEO explains what you site is about and who the targeted audience is based on the information the site provides.

We provide SEO services designed especially for the smallest of businesses - so you don't pay for something you don't need (yet...!):

WEBSITE REVIEW: A comprehensive review of your website, including user experience (what it is like for a stranger to use your site), design and content, plus all the above SEO elements. Included are specific tips under each section and the information you need to see and work on your on-page SEO.

ON-PAGE SEO WORK: Working through each page on your website, we create and put in keywords, titles and descriptions for each one. We'll look at your images and add optimised descriptions for them too. As many or as little hours as you want and need

LOCAL SEO: If your target market is right in your neighbourhood, there are specific cost-effective SEO tactics we can use to get you in front of as many locals as possible.

OFF-PAGE SEO: Social media marketing and blog outreach are two affordable off-page SEO tactics that we can help you with.

Potential customers/clients need to ‘meet’ you a good few times before they are likely to buy your products/services. Email is one of the cheapest, most effective and traceable approaches to get them understanding why they need to buy from you.

We can get you set up and ready to reach out to your audience and use our experience and your past marketing to establish what your audience likes to receive by email.  We can run campaigns for you or help you work out how to do it yourself.

There are occasions where getting coverage in the media gets your message out to the audience you want and need. We work with local, national, and international journalists and target press for both the public and specific, targeted audiences.

PR is perfect for book and research report launches, for example.

Under normal circumstances, we help organise and run events around the world. Right now, we help publicise and host events across the internet!

We can help with a whole event and we can help with just one element – signs and posters, social media promotion, online course systems and anything else.

From billboards and posters to pay-per-click online advertising, we can help you with your paid marketing campaigns. We will also advise you to stay away from channels and advertising tactics that don't work for the smallest of businesses - we'll help you spend your budget in the most effective way.

Most business owners know, to an extent, how potential clients turn into paying ones (and the same for customers in/on a shop). What is harder is working out the point where potential clients/customers drop out of their buying process - where are you losing potential business?

We look for the entire journey the buyer takes and spot the gaps, supporting you with ideas, content and tactics to plug them and build up your sales. We can advise on marketing and sales automation too - getting technology to move potential clients  through their journey without needing your personal attention. We can also work with you on specific sales campaigns, from filling the sales funnel at the top with new leads to converting prospects into buyers at the final hurdle. All with your small business in mind.

Write in Danderyd’s marketing services are specifically designed to build and grow the smallest of businesses. That means the business you run from home, the consulting firm you have, the local business you’ve set up and any business that has less than 10 employees. Or no employees.

We pick and choose the best marketing tactics that work for the smallest of businesses.

We don’t recommend or use tactics that take a lot of time, energy and budget to action.

We don’t use tactics that need you to have 10,000+ followers on social media or an email list with 10,000+ addresses on it. If you have 10 email addresses, that is where we will start.

Learn to market your business yourself
Sometimes you need to market your business yourself and we support that too. We run courses and workshops (mostly online at the moment but IRL too!).

Check out our selection and let us know if you’d like to learn about something we haven’t got a course for: My Own Marketing Coach.
 
Contact us
 
Every business is different. Get in touch with us to discuss yours.

We realise this isn't the most exciting of marketing topics but it is really important, so please do read it...

Google thinks that all websites should have an SSL certificate.

If you have not heard about SSL till now, then here's what SSL actually means - Secure Sockets Layer. It is an encoding system in which all the data that gets transferred between your website and the server is encrypted in a language which is unreadable by third parties. It remains secure from hacking.

An SSL certificate helps your website in several ways:

1. It improves your ranking on the search engine
Search engines like Google, Bing and Yahoo generally display those websites on their top results page which come with SSL certification. Being a small business owner, it is imperative for you to get the customer's attention online. To improve your ranking and visibility online, you should go for SSL certification. Your ranking for the SEO keywords that you are targeting also improves rapidly if you have an SSL certificate.

2. You gain the customer's trust
Almost 50 percent of online shoppers have said that they trust an e-commerce website more which has an SSL certificate and prefer to shop from such websites only. Imagine the number of customers you are losing out on just because your website does not have SSL certification! You can attract so many more customers if you opt for one.

3. The safety of your data is ensured
Sensitive data like credit card numbers, usernames and passwords are protected by SSL encryption. All the transactions that take place through your website are hundred percent safe and secure. The danger of hacking drops right off and you can carry on your business without worrying about data leaks.

4. You get extra authentication
The SSL certificate that you get from a trusted provider makes your confidential information unreadable not only to third parties using other servers but also to those devices which are on the same server as yours. This additional authentication is provided by the public key infrastructure or PKI.

5. You can avoid from being declared dangerous by Google
Google is ensuring that all websites that show up on its search engine have an SSL certification indicated by the https:// in their website addresses. This is being done with the help of the red font color which is appearing on the link of non-secure websites in the form of http://. This red color warns the visitors to your website that it is not secure enough for sharing sensitive data. This can ruin your credibility online. SSL certification is a necessity for e-commerce websites specifically because of the transactions that are carried out.

 The general advice is if you want your small business to perform well on online , you need to get an SSL certification as soon as possible.

We advise ALL our clients to get SSL certificates as soon as possible.

Contact us if you need help. In many cases, they are free.