There's more to it than just "Internet marketing"

"Internet marketing" is very popular in hospitality circles. There are agencies who do nothing else. And it's a good thing, too.  You need them.

With AdWords, SEO, re-targeting campaigns and the like, they can do a lot to bring eyeballs to your website.

But there's more to marketing success than just eyeballs. If that was the case, you could simply spray paint your website address on a highly visible wall and sit back and watch the money roll in. It's not just a matter of telling people you exist. It's important to tell them why they ought to do business with you.

And unless that reason has something to do with your unique brand, you're more likely to be cornered into competing on price. That brand is the thing that will dramatically reduce your competitive field.

If rate matters to you – and it should – you'll do better with a clear brand message that you deliver in your digital advertising and on your website (and everywhere else). A message that should be creative, compelling and memorable.

Price is the easiest thing there is to give away and the hardest thing there is to get back.