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.