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.