Marketing

Tips for Launching A Successful Marketing Campaign

The world is saturated with “marketers” now that social media makes the basics of brand awareness simple. For business owners who want to step up their marketing game, it has never been easier.

To the same end, too many individuals mistake the ease of social media for the ease of a comprehensive marketing campaign. Let’s make one thing clear: posting on Facebook does not make up a marketing campaign. It is one piece of a campaign, and when done in isolation will likely not yield any results.

A marketing campaign is a small part of a bigger overall plan. It is lead by overall objectives with a targeted audience, and a thorough analysis of that audience. Your plan should set SMART goals and include a budget. Once you have a marketing plan, the campaign is the strategy you use to get from point A to point B along that route. For example, if your marketing plan goal is to double your customer lifetime cycle by December, your campaign will include strategies that gather feedback from your clients.

Break it down:

You know your overall audience after creating the marketing plan, but now you need to segment your audience further to get better results. What smaller groups exist amongst your target audience? Then, you can study how they behave to better communicate with them. Consider how to incentivize each group for maximum results.

In your marketing campaign, consider your audience segments and try to determine the types of advertising you can use to reach them: email, print mail, social media, billboards, etc. You’ll want to schedule each step of your campaign with key performance indicators (KPIs) that track the progress along the road.

Once you have committed to a campaign, follow through with it. If you say you are going to post a blog every Friday, do it. You cannot track progress or make an analysis of your campaign without consistency.

Track progress:

Setting those KPIs in the beginning is crucial. They tell you whether or not your marketing campaign is working. Now, you want to make sure you have a way of actively tracking progress with those KPIs to make a thoughtful analysis afterward and continue improving your efforts throughout your campaign.

You may choose to rely on built-in analytic software. Facebook, for example, provides excellent information about engagement. Try to use more than one metric to give you a bigger picture of what is going on. However, you also need a place to record this data. Don’t just look at it. Set up a simple spreadsheet and input the data every morning and evening at the same time.

When you start gathering data on your campaign, you may be tempted to make changes along the way. We would encourage you to hold off on making those changes until you can collect sufficient data for conclusions. Then, make adjustments one-by-one. Here is where the expert marketers stand out from the amateurs; marketing it not about guesswork, but rather using data to draw conclusions.

Nurture your leads:

If you’ve carefully planned out your marketing campaign, you should have leads flowing in. Now, you need to determine how you will keep them, or walk them through the process of converting them. This is often one of the most neglected steps in the process.

Implementing an effective lead nurturing strategy can have a huge impact on your overall campaign and improve your results by an average of 20% at a much lower cost than customer acquisition strategies. Nurturing leads is probably the most difficult part of your campaign, but the basics are simple: Respond quickly (within the hour if you can), and personalize their experience.

Analysis and revision:

The marketing plan may last for several quarters, or even a couple of years, but the campaigns are shorter, more flexible, and require constant review. A campaign is more like a cycle. Once a step has finished, you use the data you collected to tweak changes and improve results. Maybe your message was great, but you did not have the right incentive to convert leads into customers. Perhaps you used the wrong tone or medium.

We suggest to always have these questions in your mind: What are you going to do if your marketing campaign is successful? What are you going to do if it is not? Creating a successful marketing campaign requires a tremendous amount of work, which is why we’re here to guide you. Email us today to start your partnership with us and ensure your marketing campaign is effective and right for your brand: hello@adesignpartnership.co

Top Customer-Inspired Hotel Marketing Trends

Marketing begins with empathy. We have many years of experience in digital marketing, but we have many more years of experience traveling, checking into hotels, and researching the best deals for the best prices. As owners, designers, and marketers of hotels, we sometimes become immune to the client experience. We are so influenced by the internal point of view that it can be hard to understand exactly how our customers think and feel. Before setting your hotel marketing plan, you need to walk through the experience of checking into your hotel to truly understand how guests arrive at your door. Hospitality is, after all, all about the client.

Google Business:

Whenever you find yourself in a foreign city looking for any service, you likely turn to Google for advice. The hotel industry is no different. Google: “Hotels in [your city].” Does your hotel come up? Google prioritizes companies with Google business, so if you do not have it, a HUGE number of potential clients will never find you. While travelers might not rely entirely on Google results, it is often one of the first places they check because it provides all the necessary logistics required to start narrowing down decisions. For hotels, this includes prices, a city map, ratings, and amenities. Start by making sure your Google Business account is set up. The more information you provide, the more likely it is that Google will display your company. Lastly, add plenty of professional photos to help travelers make decisions.

Mobile Booking Opportunities:

Mobile users are everywhere. More and more often, travelers are using their cell phones to book last minute reservations. Make sure your website is mobile-friendly and guests have the ability to book instantly. This includes displayed prices in a way that makes decisions easy and fast.

Facebook Ads:

78% of all Americans have Facebook. Each of those people check their Facebook page around3-5 times per day. Facebook is a very convenient way to advertise your hotel because it allows you to target your ideal guests directly. Choose business travelers or families with small children. You can even select the approximate salary of the people who will see your advertisement. Make sure you use an image that clearly displays a guest room and the price. Include amenities such as “free Wifi.” Then, all you have to do is select a budget. Facebook tracks all metrics and tells you exactly how many people saw the ad as well as how many clicked on it. Easy, but effective.

Google Ads:

Google ads is another great way to advertise. It allows you to automatically appear in the top search results for desired keywords. Make sure to spend some time researching your keywords. Then select the region for display. With Google, you only pay for clicks, so you have a great ROI.

Virtual Tours:

If you have a beautiful hotel or location, show it off! What’s more convincing than a virtual tour? With the rise of virtual reality, it is now easier than ever to create an immersive web experience. In the past, it was a complicated process to weave images together. Now, most of us can take 360-degree images with our phones. Choose some of the most striking views of your hotel, like  your lobby, a conference space, or a suite, and set your phone to 360 mode and rotate slowly and steadily. If you have beautiful scenery outside, you can capture an incredible photo of the sunset with a 360 image.

Ask for Reviews:

New guests rely on the testimony of others. How will anyone know you have the best hotel in the city if no one helps spread the word. Make sure reviews are easy to find on your website so that when guests want to compliment your services, they know where to go. If someone shares their great experience with you personally, inquire where they heard of your hotel. If the answer is an online source, politely ask for reviews about their great experience. Google and TripAdvisor are some of the top referring sites, but they are heavily reliant on reviews. You might even offer discount codes or other incentives for customers that take the time to write a review.

Understanding your customers comes from asking questions and listening. In a competitive industry, the only way to stay ahead is by keeping up with your customer’s needs. Email us at: hello@adesignpartnership.com to find out more about target marketing.  

Powerful PR in the Digital Age

Traditionally public relations (PR) was all about sending out press releases to magazines and newspapers. Getting noticed by the right company could skyrocket your business. And while the concept is still the same--put your company in the eyes of your potential clients and get noticed--the digital age, with the consumption of online media, has caused the paper magazines to be less cluttered with words as the magazines themselves get thinner and thinner. Public relations is moving online and the PR industry has been forced to adapt. It requires fresh ways to gain exposure leaving the traditional media in a dwindling state.

What has remained consistent is the need for unique content. These four strategies will help you to keep your content fresh and while implementing effective digital PR strategies for 2016 and beyond:

1.     Ladder Up - Laddering up is a strategy described inTraction: A Startup Guide to Getting Customers, a book based on Weinberg’s experience as the CEO and founder of search engine DuckDuckGo. It works like this: You present your company to small blogs that are related to your niche, who will be most likely to write about you. Then you can take those stories and post them to popular sharing sites such as Reddit. If they perform well, they’ll be likely to be picked up by larger blogs.

2.     Tell your Story Faster - Everyone skims. As we consume more, we must consume information faster. Therefore, fewer and fewer of your audience members will want to take 30 minutes to read long posts or 15 minutes to watch a video. When crafting your story,  include content that can be digested quickly. Use infographics, photos, short videos ( no longer than 30 seconds), and quick facts. The less time your information requires to consume, the easier it is to get noticed.

3.     Reach out to Influencers - Sometimes a more efficient way to reach your audience is to partner with people they already trust and have them help share your message. This is called influencer marketing. Influencers are individuals who have a lot of followers online, usually 15k+, and share with their followers regularly. With this strategy, It is just as important as traditional PR to identify the individuals with the right audience. What differs the most is the way you engage with bloggers. Typically you have to offer them a unique offer or experience in return for sharing your content or company.

4.     Use Unconventional Press - This means anything you could do that would result in a huge amount of publicity without you having to make an effort for it to spread, even if that publicity is negative. Sometimes this is also called guerilla marketing. For examples of this, look up Unicef’s dirty water campaign, or Blendtec's “Will it blend?” video series. They are easy to talk about. How can you do something outlandish that fits with your product and draws attention to it? How can you shock or amuse while advertising your company at the same time?

Now more than ever, it is easier for small businesses to get involved in PR. You have the same access to influencers and audiences as big brands, and all you have to do is concentrate on getting the right type of content into the hands of the right media outlet or influencers. For a digital PR consultation, contact us at: hello@adesignpartnership.com