Fractional CMO For Hospitality
As a Fractional CMO For Hospitality, I bring over 15 years of proven expertise in driving business growth through innovative and strategic marketing initiatives. Whether you're a small business, start-up, or mid-sized company, my services are tailored to meet your unique needs without the commitment and cost of a full-time executive.Gain access to top-tier marketing leadership without the overhead of a full-time hire. My extensive experience spans various industries, ensuring your business benefits from the latest marketing trends and strategies.
Tip the see-saw in your favor & win the crowd
I’ve been working in the digital marketing field for over 15 years and as an independent consultant working with companies all sizes – advising on content marketing, google penalties, brand, audience development, technical SEO, digital PR, organizational design, and growth.
Let Me Be Your Fractional CMO For Hospitality
As seen on
What can I bring to your company when you hire me as Fractional CMO For Hospitality
I find myself in a privileged position through hosting my SEO meetups, where I have access to a wealth of data alongside my fellow members. These gatherings serve as a fertile ground for the exchange of insights and information stemming from diverse industries. My team and I take it upon ourselves to meticulously gather and arrange this data, ensuring that every participant can reap the benefits from a broad pool of knowledge. As we all are aware, unstructured data holds little to no value, akin to unmined gold lying dormant underground, awaiting to be discovered and valued.
We delve into this data reservoir, sifting through to find and present the most valuable pieces of information — the golden nuggets that can offer substantial learning experiences to our attendees.
Would you be interested in granting your attendees access to this repository of golden opportunities?
Experienced Fractional CMO For Hospitality
I have worked in numerous large enterprises within the marketing & SEO departments. Taking these businesses up the search engine result pages (SERPS), these roles formed the bases of my experience.
I have also been fortunate enough to advise & consult numerous smaller and medium businesses across a wide array of verticals and this also greatly enhanced my knowledge about the market and of course how to implement a ‘search’ strategy to garner visibility and generate revenue.
I have also been fortunate enough to participate in some more unique projects
Who is Ross Kernez?
First and foremost I am curious. I am curious to understand what makes a search engine place one website above another.
What makes these vastly complex and nebulus algorithms tick? Some of my friends & colleagues will tell you I have an unbalanced curiosity/obsession.
I like to quote an unknown source in response: “Don’t judge people for the choices they make when you don’t know the options they had to choose from.”
When others ‘stamp out at’ 5pm and head to the bar. I head home to dig deeper.
I have been experimenting and learning with SEO for the past 15 years. In that time I have worked with numerous large businesses pushing them up the SERP’s and driving more traffic, conversions and most importantly gathering data to empower future improvements.
Mentor at ‘Starta Venture Capital’
Mentoring startups has put me in front of some incredible talent, it has allowed me to test my skills to the limit across a diverse marketplace. Founders are highly motivated and bright individuals mentoring them has been both an honor and an ongoing challenge. It perfectly compliments my other activities as it constantly tests and sharpened my skills set. Not to mention building my network.
Grace A.I
What should you expect from your Fractional CMO For Hospitality
Here’s some feedback from someone who has worked with Ross
Connor E.
Hiring a fractional CMO for our boutique hotel was one of the best decisions we’ve made. They immediately brought structure to our marketing efforts, which had previously been all over the place. From optimizing our website to developing a cohesive social media strategy, they helped us reach more potential guests and highlight the unique aspects of our property. Their focus on SEO made a huge difference, and we’re now ranking higher on Google, which has increased our direct bookings. They also helped us manage online reviews more effectively, responding to guest feedback in a way that reflects our brand’s commitment to service. Overall, we’ve seen a noticeable improvement in both bookings and guest engagement since working with them.
Victoria A.
We were struggling to differentiate our resort from the competition, and bringing in a fractional CMO completely transformed our approach. They helped us create a clear brand voice and focus our marketing around the guest experience, which really resonated with our audience. Social media was a big part of the strategy, and their content plan has boosted our visibility significantly. We’re seeing more engagement on Instagram and Facebook, and it’s been a great way to showcase our amenities and guest reviews. Their data-driven approach to analyzing occupancy trends and marketing effectiveness has also been a game changer. Even though they’re not full-time, it feels like they’re always keeping our marketing on track and helping us grow.
William S.
Our experience with a fractional CMO has been fantastic. We run a mid-sized hospitality business, and having someone with their expertise has taken our marketing to the next level. They revamped our email marketing strategy, which has led to more repeat guests and increased loyalty program participation. Their work on improving our online presence, particularly through SEO and guest reviews, has also driven more direct bookings, which has been a big win for us. What really stood out was their ability to bring fresh ideas while staying true to our brand’s core values. They’re always looking for ways to improve and optimize our efforts, and the results speak for themselves—higher occupancy rates, better guest feedback, and more consistent marketing overall.
Objective and Unbiased Analysis
The core value of a digital marketing expert witness lies in their ability to provide objective and unbiased analysis for legal cases. This impartiality is essential for the integrity of the legal process, as it ensures that their testimony is credible and reliable. Objective analysis means that the expert witness examines all relevant data, facts, and evidence without allowing personal opinions or external pressures to influence their findings.
An unbiased expert witness offers a clear, fact-based perspective on complex digital marketing issues, which is invaluable in a courtroom setting. Their role involves scrutinizing digital marketing practices, campaigns, and analytics to determine compliance with industry standards and legal regulations.
Commitment to Professionalism and Ethical Integrity
Ethical integrity involves adhering to strict ethical guidelines and principles. This includes avoiding any conflicts of interest, ensuring that their findings and opinions are based solely on factual evidence and sound analysis. An expert witness must remain impartial, providing testimony that is free from personal or financial bias. Their role is to assist the court in understanding complex digital marketing issues, not to advocate for either party.
A digital marketing expert witness’s commitment to these principles is crucial, as their testimony can significantly impact the outcome of a case. By maintaining high standards of professionalism and ethical integrity, they contribute to a fair and just legal process, ensuring that their insights and opinions are respected and valued.
Topics that I can cover:
Just SEO?
Absolutely not, although i started in SEO, when I am a full stack marketer i realized that a good SEO strategy without a holistic understanding of marketing. Is like a funnel with holes in it. No matter how much traffic you drive through the funnel you will be leaking leads and wasting your resources.
I have garnered a solid understanding of digital marketing and how to juggle the many disciplines and allow them to fit and work together. I also have managed teams of freelancers and employees in the double digits. I love to help people manage their teams more efficiently.
FAQs
Another key challenge is guest engagement, both online and offline. The hospitality industry thrives on creating memorable experiences, and engaging guests through personalized marketing efforts is crucial for building brand loyalty. A fractional CMO helps hospitality businesses develop and execute guest engagement strategies that build long-term relationships. This might involve creating content that highlights unique guest experiences, offering personalized promotions or discounts, or developing a loyalty program that rewards repeat guests. The CMO ensures that all marketing efforts are centered around creating an exceptional guest experience that encourages return visits and positive word-of-mouth recommendations.
Reputation management is another major challenge for hospitality businesses, as online reviews can significantly impact bookings and guest trust. A fractional CMO helps businesses monitor and manage their online reputation, ensuring that guest reviews are responded to professionally and promptly. This includes leveraging positive reviews as part of the business’s marketing efforts and addressing negative reviews in a way that demonstrates a commitment to guest satisfaction. By actively managing the business’s online reputation, the CMO helps build trust with potential guests and improves the overall perception of the brand.
Social media marketing is another area where hospitality businesses often face challenges. Platforms like Instagram, Facebook, and Twitter are key channels for reaching potential guests, but managing these accounts effectively requires a clear strategy and consistent engagement. A fractional CMO helps hospitality businesses create a social media strategy that is aligned with their brand and designed to drive bookings and engagement. This might involve sharing high-quality images of the property, promoting special offers or events, and engaging with followers through comments and direct messages. By creating a strong social media presence, the business can build a community of loyal guests and increase visibility among potential travelers.
Lead generation and customer acquisition are other critical challenges in the hospitality industry. Whether the business is trying to attract new guests, book more events, or increase restaurant reservations, generating leads and converting them into paying customers is essential for growth. A fractional CMO helps hospitality businesses develop lead generation strategies that target the right audience and capture qualified leads. This might involve running targeted online advertising campaigns, optimizing the website for conversions, or creating email marketing campaigns that nurture leads through the booking process.
In addition to acquiring new guests, customer retention is crucial for long-term success in the hospitality industry. Many hospitality businesses rely on repeat guests and referrals to sustain their business, but retaining guests requires ongoing engagement and personalized marketing efforts. A fractional CMO helps businesses create retention strategies that keep guests coming back. This could include offering loyalty rewards, sending personalized follow-up emails after a guest’s stay, or creating special offers for returning guests. By building strong relationships with past guests, the CMO ensures that the business generates more repeat business and word-of-mouth referrals.
Finally, a fractional CMO addresses the challenge of measuring marketing effectiveness. Many hospitality businesses invest in marketing efforts but struggle to determine whether those efforts are delivering a strong return on investment (ROI). A fractional CMO introduces data-driven decision-making into the business’s marketing strategy, ensuring that all efforts are tracked and analyzed. This might involve using analytics tools to monitor website traffic, track the performance of digital ad campaigns, or measure guest engagement on social media. By using data to inform decisions, the CMO ensures that marketing dollars are spent effectively and that strategies are continually optimized for better results.
How does a Fractional CMO help hospitality businesses with digital marketing?
Digital marketing is a critical component of any modern marketing strategy, and a Fractional CMO helps hospitality businesses leverage digital channels to increase visibility, generate bookings, and engage with guests. One of the first steps in building a successful digital marketing strategy is optimizing the business’s website. The CMO ensures that the website reflects the professionalism and quality of the property or service, providing potential guests with valuable information about the amenities, location, and unique features. The website must also be easy to navigate, mobile-friendly, and optimized for search engines to ensure that it ranks well in search results when potential guests search for accommodations, dining, or event venues.
Search engine optimization (SEO) is a key focus of digital marketing for hospitality businesses. A fractional CMO implements SEO strategies to improve the business’s ranking in search engines like Google. This involves researching relevant keywords that potential guests are using when searching for accommodations or services and incorporating these keywords into the website’s content, meta descriptions, and headers. The CMO also works on improving the website’s technical SEO, ensuring that it is fast, secure, and structured in a way that makes it easy for search engines to index.
In addition to SEO, a fractional CMO helps hospitality businesses leverage paid digital advertising to reach potential guests. This might involve running pay-per-click (PPC) ads on Google or social media platforms like Facebook and Instagram. The CMO ensures that these ads are targeted to the right audience, focusing on specific demographics, geographic areas, or travel interests. By running targeted ad campaigns, the business can increase visibility and generate more qualified bookings.
Social media marketing is another important component of digital marketing for hospitality businesses. A fractional CMO helps businesses create a social media strategy that is tailored to their audience and designed to drive engagement and bookings. This might involve sharing high-quality images of the property, promoting special offers, or running contests or giveaways that encourage followers to interact with the brand. The CMO also ensures that the business is engaging with followers by responding to comments, answering questions, and building a community around the brand.
Content marketing is also essential for attracting and engaging potential guests online. A fractional CMO helps hospitality businesses create valuable content that showcases their property or service and provides useful information to potential guests. This might involve writing blog posts about travel tips, creating videos that highlight the property’s amenities, or developing case studies that demonstrate the business’s capabilities. By consistently producing high-quality content, the business can build credibility and attract more bookings.
Email marketing is another important tool in the digital marketing toolbox. A fractional CMO helps businesses create email marketing campaigns that target both new and returning guests. This might include sending personalized offers to repeat guests, promoting upcoming events or special deals, or sending follow-up emails after a guest’s stay to encourage feedback and future bookings. By maintaining consistent communication with past guests, the business can build stronger relationships and encourage repeat visits.
In conclusion, a Fractional Chief Marketing Officer for hospitality businesses provides the strategic leadership needed to develop and execute a marketing strategy that drives business growth. With expertise in digital marketing, lead generation, reputation management, and guest engagement, the CMO helps hospitality businesses build a strong online presence, attract new guests, and foster long-term relationships. Their flexible, part-time approach allows businesses to access senior-level marketing expertise without the cost of a full-time executive, ensuring that marketing efforts are both effective and aligned with business goals. Through a combination of creative strategies, data-driven insights, and industry knowledge, a fractional CMO helps hospitality businesses achieve long-term success and growth.