Digital Marketing Strategies

Summary

  • Introduction
    • Define your problem
    • Define business objectives
    • Define measurable goals (Analytics)
  • Online Advertising
    • Search engine advertising
    • Display advertising
  • Create your own campaigns
    • Group workshops

Introduction

Define your problem

  • Problems
    • People don't know about my hotel
    • People know about my hotel, but only book through other channels
    • People come to my website, but leave without booking
  • Solutions
    • Increase brand awareness
    • Increase user engagement
    • Optimize website & booking process

Define business objectives

  • Increase brand awareness
    • Use a combination of search and display advertising to get new potentials customers
  • Increase user engagement
    • Increase your followers on social media platforms
    • Help visitors engage with your content (i.e. they stay longer and visit more pages)
  • Increase direct bookings on the website
    • Optimize online booking process
      • Identify bottlenecks
      • Analyze where people are leaving the booking process

Use Google Analytics to set goals and track conversions on your website

 

google.com/analytics

Define measurable goals

Goals

Goals are a way to measure how well your website fulfills your target business objectives

Goal examples

  • Submit a form (e.g. contact form)
  • Visit a page (e.g. /order-confirmation.html)
  • Click a button
  • Facebook like
  • Twitter share
  • etc.

Conversions

A conversion is the completion of an activity on your website that is important to the success of your business

 

When a user performs a certain action that you defined as a goal, it is called a conversion.

Conversion examples

  • Newsletter signup
  • Online reservation
  • Purchases
  1. Set goals for your website
  2. Collect data w/ Google Analytics
  3. Analyze the data (esp. conversions)
    • Are there any visitors to the website?
    • Are they visiting pages (e.g. rooms, prices, etc.?
    • Are there any conversions?
  4. Make changes to the website

In short

Now, how do we get more people to visit our website?

Online Advertising

  • Search engine advertising (Pay-per-click, PPC)
    • Text ads
  • Display advertising (PPC or Cost-per-mil, CPM)
    • Text ads
    • Image ads
    • Rich media ads
    • Video ads

Search Engine Advertising

Display textual ads when people are searching for certain targeted keywords on search engines
(i.e. Google, Bing, etc.)

  • e.g "business hotel in Zürich"
  • e.g. "hotel with conference rooms Zürich"
  • e.g. "cheap hotel near Zürich airport"
  • e.g. "your hotel name Zürich"

Text ads

Control your budget

  • Define a daily budget
  • Define a max. price per click
  • Only pay when a user clicks your ads

Three main types of search queries

Types of Search Queries

  • Navigational search query
    • i.e. looking to find a precise service or website
    • e.g. "Hilton hotel website"
  • Informational search query
    • i.e. looking for information
    • e.g. "hotels zurich", "reviews hotels zurich"
  • Transactional search query
    • i.e. looking to complete a transaction (usually a product or service)
    • e.g. "book hilton zurich"

Brand protection

  • Protect your hotel/company name against competitors
  • Increase direct bookings on your website
  • Cost is low when your brand name is in the query
  • e.g. "hotel hilton zurich"

Location-based

  • Target keywords which contain your city, region, location, address, etc.
  • The more precise the location, the cheaper the cost
  • e.g. "hotels oberstrasse", "hotels zurich", "hotels nears zurich airport"

Service-based

  • If you offer exclusives services/products
  • e.g. "hotels near para-gliding resort"

Display advertising

Display advertising lets you place ads on a variety of news sites, blogs and other niche sites across the internet to reach more potential customers.

Different goals

  • Brand awareness
    • e.g. get users to recognize your hotel
  • Product awareness
    • e.g. Special offers
  • Remarketing
    • e.g. target people who visited your website and show them ads so that they come back again

Text ads

Image ads

Rich media ads

Video ads

How to create & structure your account

(Google AdWords)

Campaign

  • Geographical market(s)
  • Language(s)
  • Budget per day

Campaign example

  • Geo. market(s): Switzerland
  • Language(s): English, French, German, Italian
  • Daily Budget: 30 CHF (900 monthly)

Ad Groups

  • Group by related keywords or themes
  • e.g. "bunk beds", "futon", "sofa beds" could all be different ad groups
  • e.g. "single rooms", "double rooms", "suites rooms", "presidential rooms", etc.

Ads

Ads (2)

  • For the display URL, you can actually enter a longer URL, but it'll appear shortened when the ad is displayed.
  • The description lines can't lead into the display URL. For example, the second description line can't say, "See this site:" or "Learn more at..."
  • The display URL field can't be used as another line of ad text.
  • Your ad text can't appear cut off or incomplete.