Talk to any business owner – they will tell you how essential marketing is to the success of their company. And well, if not for marketing, how exactly would you get your business on the map?
Many entrepreneurs choose to shoulder their marketing even if they aren’t obligated to do so. Agencies are here to guide the way, brainstorm, and execute marketing strategies as well as campaigns.
So let’s focus on a macro level, the campaigns within a strategy.
A great marketing campaign begins with setting goals and planning well. If you don’t know what you’re trying to achieve, and what results you’re expecting, it’s a waste of precious resources to try to handle it yourself.
A campaign isn’t ongoing – it only runs for a limited time, and you need to be thinking about what you hope to achieve in that timeframe.
Here are six qualities of a great hotel marketing campaign.
1. Your Campaign is Time-Bound
Even experienced marketers sometimes make the mistake of thinking every marketing method is the same. While it’s true that your goal is to produce results no matter what type of marketing you might be doing, a campaign isn’t a strategy unto itself.
Think of content marketing. The goal is to publish new content on an ongoing basis to build trust with your leads and customers. A content marketing campaign isn’t content marketing in its entirety.
So, it’s important to remember that a marketing campaign starts on a chosen date, and ends on a specific date. This helps you set the parameters for the marketing you’ll be conducting.
2. You Have A Clearly Defined Budget
Marketing almost always requires a healthy budget. You can’t succeed in your marketing efforts if you haven’t allocated funds to it.
You must also outline how much you’re planning to spend, and what you plan to achieve. Whether the goal is brand awareness or increasing inbound calls, the objective must be trackable.
3. You Know Who Your Target Customer Is
This is marketing 101. And yet, many hotels fail to look at who their best and most profitable guests are. They don’t set out to attract anyone specifically and end up attracting no one in general.
If you know who your target customer is, you can effectively target them using various advertising platforms like Google AdWords or Facebook Advertising. Although you will need to optimize your targeting for best results, these marketing channels can prove to be invaluable assets.
4. You’ve Determined What Marketing Channels You’re Going To Use
How will you get your message out into the world?
The fewer the resources, the greater the need to focus on high-performance marketing channels instead of spreading yourself thin.
What physical and digital channels will you be utilizing? Think carefully about your target audience’s behavior, what they care about, where they hang out, how they can be reached, and so on.
5. You Know What You Want To Say
Your messaging must be consistent across the different channels you use, and it must appeal to your target customers.
If you aren’t sure, it may be worth asking for feedback prior to the scheduled campaign. You could survey your guests via email, ask questions on social media, or run A/B split tests to find out what copy and imagery resonates with your audience.
6. You’re Tracking & Measuring Results
Finally, marketing that doesn’t involve tracking and measuring isn’t marketing at all. If you aren’t tracking, how will you know what channel produced results? How will you know when you’ve reached your goals?
Most if not all online advertising platforms offer thorough insights and reports on your campaigns, and if they don’t, you can still set up conversion tracking. Regardless of how you go about it, just track.
The steps above might seem rudimentary, but you would be surprised to find how often marketers end up missing one or all the above fundamentals.
Plan your marketing campaign around the basics outlined here, and even if your first campaign isn’t a success, you’ll be able to course correct future campaigns and maximize results.