A successful digital marketing campaign in 2019 looks vastly different than it did just a few years ago.
Nowadays, a well-planned strategy needs to be carefully executed across multiple channels to ensure optimal success. To ensure you don’t miss out on important deadlines, it’s essential to plan in advance – the more prepared you are, the better your return will be.
What makes a successful marketing campaign?
As it’s only a few weeks away, we’ll use Easter as an example of a potential marketing campaign for your hotel. When planning a marketing campaign, make sure you look at these 5 key steps:
- Consider the offers and packages you are offering
Make sure you schedule the time to design graphics of various ad image sizes for digital channels like Display and Remarketing. These image ads can be shown to either new users using custom intent audiences or to audiences that have previously been on the site.
- Set up new paid search campaigns
Ensure you have Easter specific ad copy – carry out thorough keyword research to account for anyone browsing for Easter breaks and offers.
There are some great features in Google Ads that you can use to further optimise your campaigns such as Google’s Countdown timer or promo extensions.
- Ensure you have a dedicated landing page.
This page should promote any events that are happening in your hotel, as well as relevant events in the local area. Make sure to use a clear call to action for potential guests to easily access any offers you are promoting. Use internal linking and include a link to your landing page from pages like the homepage to give these unique pages further weight from an SEO perspective. We’d also suggest hyperlinking content within your dedicated landing pages to the seasonal rates on your booking engine; this will provide you with an additional opportunity to convert potential visitors. And remember to avoid using PDFs where possible, as these can interrupt a user’s mobile experience!
- Remember the power of Social!
Use your social media platforms as additional channels to promote your offers. Create ads for targeted audiences to drive qualified traffic to your website. Don’t forget to incorporate video when promoting your seasonal offer/event. Bumper Ads on YouTube are displayed to a highly targeted audience and are a great way to create interest around upcoming offers. These 6-second non-skippable ads work well as teaser campaigns or when building up momentum.
- Email marketing still works
Emails should still play an important role in your integrated marketing campaigns – if used correctly. Why not send exclusive offers to your database? These loyalty offers can really drive bookings and revenue for seasonal events.
Across all of these steps, remember to assign sufficient budget to allow for the increase in demand. In the words of George Harrison: “But it’s going to take money, a whole lot of spending money”. If you partner with a digital agency like Avvio, they should provide you with a budget planning template where you can set budgets aside and maximise them during seasonal periods.
As always, the key to any successful campaign is advanced planning! These strategies can be time-consuming to implement and ensuring they are deployed in a timely manner is crucial to prevent a wasted budget and missed opportunities.
Avvio’s E-Commerce team can help you implement a successful integrated marketing campaign. For further assistance please reach out and contact a member of the team.