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Ecolodge Marketing: Craft a Descriptive Brand Statement

This brand sentence is so important, yet so easily overlooked, and understandably so. It’s something that affects how potential guests see you in Google, Yahoo, Bing, and all of social media, and that’s just for starters.

Take a look at the following search results:

When you see these links on the first page of your search result, what do you do in order to justify clicking on your choice? You might go ahead and select the blue hyperlink, or you might read the descriptive sentence underneath (highlighted in yellow) FIRST before making your choice.

In many cases that description is just something that has been randomly generated by the search engine with information it gathered up off of the website. But as you can see, it is a very important piece of real estate. Wouldn’t you want your most potent, keyword-laden promotional messaging there? And after all, if that is something that you can control, why not take advantage of it?

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Fundo San José Eco Lodge

In the examples above, Waters Edge Eco Lodge seems to have wasted a lot of verbiage on their mailing address. What I would rather see is a more compelling message, in order to increase click through rates to their site. Cree Village Eco Lodge’s message is a bit more descriptive.

We call this sentence The Descriptive Brand Statement. It’s important because not only are thousands of people reading it every year, and because of it’s prominent place in digital media, it may be the one sentence a potential guest reads to justify clicking on YOUR link to your website.

You’re no stranger to having a consistent logo and other branding wherever you are promoting your property. So why stop there? This Descriptive Brand Statement is something you should carefully craft, and then repeat, everywhere. Potential guests are going to see it in many different places, and you want that impression to be the optimal one.

Here are 5 guidelines to follow for your Descriptive Brand Statement:

  1. Make it 150 characters long. The reason for this is so that it will always show in its entirety inside the search results. That’s the number of characters that Google displays by default.
  2. Use relevant keywords. This ensures that Google indexes your site and you are found in the areas you want to be seen.
  3. Make it sing! One of the ways you can orchestrate this is to test it with your current guests – does it ring true? In the end, it should be a concise statement that captures and conveys the value your ecolodge represents. In other words, it may be the one sentence that convinces someone to book a stay.
  4. Have your webmaster put your Descriptive Brand Statement in the <description> tag of your website. This will ensure it is the sentence shown when Google or any other search engines index your site.
  5. Put the Descriptive Brand Statement everywhere! Market and manage these words. Use them in social media profiles, site descriptions, and anywhere else they can help get your message across in one concise statement.