THE PERFECTDIGITAL MARKETING
CAMPAIGN
HOW TO CREATE
IN JUST 10 STEPS
FOR YOUR
HOTEL
W W W . B L O G . N E T A F F I N I T Y . C O M
Today , we ' re t each ing you how to
Plan , T rack and Launch
a d ig i t a l marke t i ng campa ign fo r
you r ho te l .
Why run a marketing campaign?
A few of the most common reasons are:
To fill an off‐peak season
To reward loyal customers
To build brand awareness
Ready?Let 's go .
1 . SET YOUR GOALS
Ask yourself:What is my motivation for this marketingcampaign?
A good goal might be: "To sell £20,000 worth of gift vouchers in 'x'months""Fill 200 rooms for quarter 2"
Make sure your goals are SMART:
Specific - Goals should be clearly defined.
Measurable - Be able to know when you've reached
your goal.
Achievable - Don't make your goal unrealistic.
Relevant - Are your goals relevant to your overall
business plan?
Time-sensitive - Can you achieve your goal in a
reasonable period of time?
2 . DECIDE ON A
CAMPAIGN CONCEPT
You need to decide on a number of key factors here.(make sure you research your competitors first!)
Pro-tip: When offering discounts, try offering an add-
on instead of a percentage discount. Research shows
they're more successful.
What offer are you promoting?
Is your offer unique?
At what price point?
3 . DEF INE YOUR
TARGET AUDIENCE
If steps 1 and 2 went to plan, thisshouldn't be too hard.
Data from your analytics' "user demographics"section can help you discover who alreadyengages with your website.
You can also look at your booking engine data &(if you have them) your guest personas.
How old are your guests? Where are theyfrom? Why are they staying with you?
Once you know who yourtarget audience is, creating amessage that will reach themwill be 10000 times easier
(we counted)
4 . CHOOSE YOUR
TIMING
Price conscious demographic? Launch yourcampaign right after payday.
Running a last‐minute campaign? Keep in mindthat it might be difficult to scale volume here.
Your offer and your target audience areserious factors in your campaign timing.
Bottom line:
There's no universal rule book, so do yourresearch and figure out the right time for your
campaign.
5 . DECIDE ON YOUR
MESSAGE
Now you know what you're selling, whoyou're selling to and when you're selling it.
How are you going to sell it?
Develop your Unique Selling Proposition ‐What sets you apart?
Keep in mind that you have about 5 seconds to convince
users that you've got something worth paying attention
to - use your time wisely!
Bullet points and short paragraphs will help you get the
message across.
6 . SET A BUDGET
If you have a high target (e.g. £20,000 invouchers), you need to be willing to invest.
A general rule of thumb is to invest
5‐10% of potential revenue
You also need a contingency plan.If a campaign performs over & above your goals,
do you have extra money to keep themomentum going?
At Net Affinity, we always aim to drive revenue at
a lower cost per acquisition than OTAs and other
channels. So if a campaign is driving revenue at a
lower CPA%, why would you turn off the tap?
Always have extra room in the budget.
7 . MARKETING
PLATFORMS
This is where creativity sets in.
For digital platforms, make sure you have astrong image tailored for each platform(Facebook, Twitter and Instagram get the
best results for our clients)
Other important channels:
Google AdWords - Paid Search and Display
Email marketing is integral to any digital campaign
Your website is where all traffic is being driven -
don't neglect it!
8 . GET CREATIVE
WITH DESIGN
Pro-tip: For best results, don't start designing yourcreatives before you have everything above worked out.
You won't have all the information you need!
Imagery is the most important factor.
Have a strong image which clearly
represents your offering, and keep it
the same image across all platforms.
Tips for choosing your design:
- Don't compromise on quality
- People connect with emotions. Emphasize them
- Your image should be clear and purposeful
Test all design on mobile ‐ some hotels arereaching 60% mobile traffic, and it's an
audience you can't ignore.
9 . LAUNCH YOUR
CAMPAIGN AND TEST
Testing everything is KEY to yourcampaign.
Take a step back ‐ does everything lookthe way it should? Does it make sense
when you go through the booking process?
You also need to make sure the relevant trackingis set up. From the moment you launch, you cantweak and optimise adverts until you get them
right.
If your site is set up with Google Tracking, your
Google Analytics will do all the analysis you need.
However, for even more info, consider using bit.ly
to get click & engagement data, or Google's URL
builder for custom campaign URLs.
10 . REPORT AND
MEASURE YOUR
SUCCESS
When your campaign is running, make sure tocheck the daily performance to see what'sworking.
Remember: Rome wasn't built in a day. Itmight be from hours to days until you seethe campaign gain traction.
Don't make changes too hastily.
When your campaign is over, make a reporton how each platform performed.
This sets you up for success in yournext campaign.
There! You're all ready to go forthand prepare a beautiful digital
marketing campaign for your hotel.
Remember: start SMART, be ready tomake changes, and test everything. Most
importantly, tell a story with yourcampaign.
Net Affinity is an award‐winning technologycompany focused exclusively on the hotel sector.We
have collated the brightest, experienced andpassionate team of online marketers, account
managers, designers and developers to ensure ourclients' online success and continued growth.