The other day I was on a call with a customer. They own 3 properties. Its a family owned hotel business. 2 of those properties are based in Mission Bay California, the other one in a different location. The mission bay resorts are equipped with a total of 3 restaurants and 2 spa’s.
Few questions and answers back and forth, 40 mins into a 30 mins scheduled call reveals a critical doubt from the customers mind. How do we go ahead and capture the market searching with the intent of “family friendly resorts in San Diego” or “Family friendly resorts in California”.
The client (lets call her Stef) is concerned since they get good amount of traffic from “Family friendly resorts in mission bay” intent of searches. Their website is optimised for people knowing mission bay. Stef herself mentioned, the audience looking for Family friendly resorts in California might not even be aware of this place called “Mission Bay”.
As I listened to her query, I kept thinking to myself, like Stef, there must be so many others who may have similar kinds of questions? In such situations, what should be the strategy to cast a wider net?
Let’s look at the broad steps I would need to perform
- Customer Acquisition Data Analysis
- Benchmark Online Visibility
- Content Creation
Measure – Rinse – Repeat.
If you notice, I did not for once mentioned about channels. If we need to win in an post AI Digital World, the cannot be thinking channels specific. In fact our ideas and execution must be omni-channel.
But wait, before you post the same thing in 5 different channels, listen to this YouTube video. Each channel is different. The exact same content will not work everywhere. The audience comes to each platform with a specific and particular want.
Our communication needs to fulfil the wants in that specific channel, in a particular way.
There would be 2 kinds of wants. The want by potential guests, who is an actual real human being. The other want is from technology, crawlers. They need to somehow understand how you are possibly one of the best family friendly resorts in California. For your property to surface when user intent is “family friendly resorts in California” algorithms need to be double sure if they are showing the right results.
Gaming the system is actually pretty difficult in the long run. Real users would be able to understand your claim of being one of the top ‘family friendly resorts in California’ is a lofty one. If you don’t fulfil the expectations. It gets reflected in reviews. Reviews are a huge thing when it comes to signals for big tech algorithms. It’s best that we start utilising the system to our advantage and hoping we can cast a wider net for increasing the market share.
I will update how I am doing my omnichannel marketing to build my foundations presence in a later article.
Till next time
Thanks
DB
27th April, 2026