Foreign Perspectives

OK, so you’ve got a lovely B&B, brilliant location and beautifully decorated but what about attracting some guests?

That’s usually the step that fells most B&B owners as they generally get into the business by accident, figuring that if they have a lovely place then loads of people will come to stay.

Unfortunately, it rarely works like that and before long they start looking around for places to advertise this “heaven on earth” that they’ve created. Sadly, some of the owners leave that step far too late: you should get going on your marketing efforts as early as possible, even if it means that you are advertising the place before it’s ready and need to add “ready next Easter” or whatever.

As usual, we’re getting going on our own marketing for the new year fairly soon. In addition to the annual upgrade of our family of listings sites (OurInns) we’re rolling out two new initiatives in that area: Whole Earth Guide already and soon Inns4U. All are free listings sites so if you have a B&B or self-catering (vacation rental) place now’s a good time to add yourself here.

It might sound like a silly question but what you’re selling at the moment might not be what people think you’re selling.

For example, we consider our place a hotel/restaurant ie a place that has accommodation that you can stay in plus a restaurant that you can eat in. However, we have had people staying who consider it a B&B and others who consider it a hostel. Someone today even let it drop that it’s a pub-restaurant which, argueably, is exactly what an inn is.

Those differences should, of course, be matched with corresponding marketing campaigns as there are at least four different types of people who would consider staying or eating with us:

1. As a hotel/restaurant, we should expect to have a fairly high proportion of overnight bookings and individual stand-alone meals sold;
2. As a B&B the expectation is that the owners are there to chat to the guests over meals;
3. As a hostel, it should be cheap with no limits on the number of people per room and perhaps with cooking facilities for the guests (none of which we provide!); and
4. As a pub we should provide “pub grub” at lunchtime and a bar in the evenings (neither of which we currently provide, though we’ve considered them).

There are entirely different ranges of websites that we should be listed on to match each of those views of our product. We’ve largely got the hotel side covered, but don’t run to a lot of B&B listings really. As for hostels? Well, the main problem we find is that hostels are “supposed” to be in the city and we’re not which makes for a divergence in expectations compared to reality that isn’t good.

If you want to avoid unpleasant surprises on the feedback front, it’s best to ensure that what you’re selling is the same as what people think they’re buying!

Once we get about half-way through October, our Winter development programme usually starts to get into its stride.

For this year, we have a whole host of things on the to-do list:

1. A general tidy-up of the original version of the inns family of sites. First-off on this front is a major spring-clean of the UK listings before we start firing our marketing e-mails off. We’ve recently added the Inns4U domain which may take over as the primary domain for these sites although it’ll likely be a very gradual changeover.
2. The upgrade of the new-generation sites over at OurBedAndBreakfasts.com will be continuing in tandem with the expansion of our Whole Earth Guide.
3. The Whole Earth Guide will be expanding quite rapidly, initially concentrating on the areas already covered by the inns listings. Once we get enough content onto Whole Earth, we’re planning on incorporating content from it into the other listings sites which should help the ranking of those too.
4. More blogs will be coming onstream over the next few months. We’ve changed over to Cultured Views and have been working on both An Age of Magic and On a Postcard on and off over the Summer.

Somehow I think that’ll keep us pretty busy this side of Christmas!

Although I’ve been plugging away with a series on living in France and you’d think that it would be something French that would be the most popular post on the blog, in fact it’s a post that is solidly in the expat finance field that is by far the most popular.

It’s, of course, our article on opening a bank account in America as a non-resident. Why? Well, for those that are running a small business on the Internet, the preferred way of getting paid is via PayPal which is brilliant for a small business as you get to accept credit card payments with no hassle at all. However, obviously you need to get the money out of PayPal and into a real bank account at some point and that’s where the problems start.

PayPal is basically an American payment scheme and only lets you transfer money out to a fairly limited number of countries. Crucially, that range of countries excludes quite a lot of Asia who are, of course, one of the most active business communities on the Internet.

If PayPal don’t support bank accounts in your country they give you only one other option: transfer money to an American bank account and so opening a bank account in America has become very popular. Unfortunately, the tightening up of security checks after 9/11 means that it’s quite difficult to open an account there or at least the options have closed up somewhat.

What’s happened then is that there has been a massive growth in websites offering to sell you the information for anything from $5 to $1000. Yes, up to one thousand dollars! Since I don’t charge anything for somewhat better information, the post in question has steadily moved up the rankings in google and indeed the corresponding entry in the expat resources section of the Whole Earth Guide has soared right up to the top of google too.

In fact the post has become so popular that I’ll be rolling out a similar guide for other countries which have been requested (Switzerland is next in line, the Channel Islands after that).

I’ve been thinking about the traffic that’s been arriving on this site over the last month or so and it would appear that the people most active in the “blog aggregators” are concentrated in the broad area of financial services for want of a better name for it.

To be fair, that sample of stats suffers from a bias in that I’m obviously only seeing the aggregation services that are picking up various articles on my blogs. However, the majority of my posts most definitely haven’t been in that financial services area yet the incoming links from the aggregators are disproportionately hitting topics in those particular areas.

For sure, there are aggregators out there looking at the travel end of things and whenever I write something about Hawaii and cruises in particular, then I can expect those articles to be picked up.

Anyway, that has me wondering if it would be worthwhile to kick off a blog aimed very specifically at that financial services area? For that matter, I’m also wondering if there’s money to be made with a blog aggregator: if nothing else, having other people doing all the work and having me banking the advertising income has a certain appeal.