Today, we're teaching you how to plan, track and launch a digital marketing campaign for your hotel. Why run a marketing campaign? A few of the most common reasons are to fill an off peak season, reward loyal customers, or build brand awareness – or sometimes all three! Check out the slideshare for 10 steps that will give you a targeted, planned, successful digital marketing campaign.

1. T H E P E R F E C T
D I G I T A L M A R K E T I N G
C A M P A I G N
H O W T O C R E A T E
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

2. Today, we're teaching you how to
Plan, Track and Launch
a digital marketing campaign for
your hotel.

3. 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

4. R e a d y ?
L e t 's g o .

5. 1. SET YOUR GOALS

6. Ask yourself:
What is my motivation for this marketing
campaign?
A good goal might be:
"To sell £20,000 worth of gift vouchers in 'x'
months"
"Fill 200 rooms for quarter 2"

7. 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?

8. 2. DECIDE ON A
CAMPAIGN CONCEPT

9. 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?

10. 3. DEFINE YOUR
TARGET AUDIENCE

11. If steps 1 and 2 went to plan, this
shouldn't be too hard.

12. Data from your analytics' "user demographics"
section can help you discover who already
engages 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 they
from? Why are they staying with you?

13. Once you know who your
target audience is, creating a
message that will reach them
will be 10000 times easier
(we counted)

14. 4. CHOOSE YOUR
TIMING

15. Price conscious demographic? Launch your
campaign right after payday.
Running a last‐minute campaign? Keep in mind
that it might be difficult to scale volume here.
Your offer and your target audience are
serious factors in your campaign timing.

16. Bottom line:
There's no universal rule book, so do your
research and figure out the right time for your
campaign.

17. 5. DECIDE ON YOUR
MESSAGE

18. Now you know what you're selling, who
you're selling to and when you're selling it.
How are you going to sell it?

19. 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.

20. 6. SET A BUDGET

21. If you have a high target (e.g. £20,000 in
vouchers), you need to be willing to invest.
A general rule of thumb is to invest
5‐10% of potential revenue

22. You also need a contingency plan.
If a campaign performs over & above your goals,
do you have extra money to keep the
momentum 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.

23. 7. MARKETING
PLATFORMS

24. This is where creativity sets in.
For digital platforms, make sure you have a
strong image tailored for each platform
(Facebook, Twitter and Instagram get the
best results for our clients)

25. 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!

26. 8. GET CREATIVE
WITH DESIGN

27. Pro-tip: For best results, don't start designing your
creatives 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.

28. 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 are
reaching 60% mobile traffic, and it's an
audience you can't ignore.

29. 9. LAUNCH YOUR
CAMPAIGN AND TEST

30. Testing everything is KEY to your
campaign.
Take a step back ‐ does everything look
the way it should? Does it make sense
when you go through the booking process?

31. You also need to make sure the relevant tracking
is set up. From the moment you launch, you can
tweak 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.

32. 10. REPORT AND
MEASURE YOUR
SUCCESS

33. When your campaign is running, make sure to
check the daily performance to see what's
working.
Remember: Rome wasn't built in a day. It
might be from hours to days until you see
the campaign gain traction.
Don't make changes too hastily.

34. When your campaign is over, make a report
on how each platform performed.
This sets you up for success in your
next campaign.

35. There! You're all ready to go forth
and prepare a beautiful digital
marketing campaign for your hotel.
Remember: start SMART, be ready to
make changes, and test everything. Most
importantly, tell a story with your
campaign.

36. Net Affinity is an award‐winning technology
company focused exclusively on the hotel sector.We
have collated the brightest, experienced and
passionate team of online marketers, account
managers, designers and developers to ensure our
clients' online success and continued growth.