Managing Director of William Murray Communications, Anita Woods, offers BHA members expert advice on online communications.

“Understanding the Internet is essential for commercial success in the hospitality sector. A high proportion of your customers will select or purchase online. The recession is fuelling this because the Internet offers great value to consumers, and as household budgets get squeezed consumers are more likely to use the web to find the best deals – so make sure your business is effectively represented there when they look. Your website should be designed with your customer in mind – what do they want to know? Keep it packed full of interesting content and make it easy for your customers to find and to navigate around the site.

“But it’s not just about having information on a website. It’s about how you engage with people online so that you encourage more people to come to you. Can people easily find your website if they are searching the Internet? Have you identified the online groups and individuals who are interested in what you do and can help you spread your message? Are you maintaining contact with existing customers through email or creating a community for them to share their experiences on Facebook for example? Are you using online hospitality networks to help you recruit the right staff?

“If you haven’t already, map out the online tools that are available to you and consider how you can use them to support your business – and experiment!”

For help getting to grips with online marketing, contact Anita Woods on 0208 256 1360 or visit William Murray online.