Post-Pandemic Hotel Digital Marketing Trends Transforming the Guest Experience

Willing to adapt to today’s ever-changing environment and make your hotel highly stand out among your competitive set? Wondering how you can boost your property’s Occupancy and Revenue Per Available Room (RevPAR) post-pandemic times?

Then, you must watch my video to learn about the most recent marketing trends witnessed by one of the most renowned and accomplished hotel experts in Florida.

It was such an honor to have Mohan Koka, General Manager at Kimpton Surfcomber Hotel in Miami Beach, participate in my Interview. I was truly delighted to gain his valuable insights about the new marketing opportunities and shifts pandemic times have brought to the hotel industry. Indeed, these unprecedented times have definitely been a catalyst for innovation and changes in a world that has become undeniably digital. Hoteliers have had to think outside the box and had to be creative more than ever to appeal to their target audiences.

Watch my video to learn more about marketing initiatives driving booking conversions and increasing hotel’s profitability in this new era: 

 

Creating Compelling Content to Increase your Hotel Occupancy

My name is Meryem, and I am a consultant in the hotel industry specialized in Marketing strategies in the world of digital. Through my expertise in the field, you will learn about the latest methods in Hotel Marketing that will allow you to highly distinguish among your competitive set in an intense market. This video will provide you with the best tool to enhance your content to maximize your site traffic, attract your ideal guests and boost your booking conversions. If you are looking to boost your hotel occupancy and RevPAR, it is time to improve your content marketing strategies! Through my video, I will share tips to build content that will allow you to develop the strongest ties with your guests and exceed their expectations. You will learn about the best practices for effective content marketing allowing to offer the most unique experiences before your guests even step up at your property’s lobby.

Watch my video to learn more: 

If you want to learn more about the latest trends in digital marketing in the hotel industry, you can visit my blog in the following link:

https://mery-market.com/sample-page/

You can also connect with me on LinkedIn by visiting my profile:

https://www.linkedin.com/in/meryem-mekouar-m-s-chia-76904b72/

Unique Characteristics of Digital Marketing over Traditional Marketing

Are you a hotelier in the middle of the debate where you should mainly focus your marketing efforts: digital media or traditional media? In this new era, millions of people around the world spend countless amount of time connected around digital platforms. As hotels are increasingly aware of this trend, marketers have been striving to leverage their brands in popularity in the digital world. As a hotel marketer, you might be looking to reach audiences on a national and global scale which can be effectively achieved with digital marketing. Indeed, if you are looking to connect with your guests at the right place and the right time, digital marketing initiatives are powerful in doing so. In comparison to traditional marketing, you can immensely benefit from subscribing in digital marketing services. In today’s world, digital marketing has enormous advantages in comparison to traditional marketing.

How Digital Marketing Distinguishes from Traditional Marketing?

Pull emphasis versus push emphasis:

Digital marketing will expose your brand to a relevant audience that has demonstrated interest in booking a property of your type. Indeed, search engine marketing (SEM) can help you motivate your ideal hotel guests to seek your brand. Through SEM, you can increase your brand visibility towards guests looking to book a hotel of your style in the search engine results page (SERPs). As a comparison, traditional marketing exposes your brand in front of a broad audience who might not necessarily be appealed by your room offerings.

Multi-ways communications versus one-way communication:

Digital marketing can allow you to interact with your guests. Indeed, you can deliver a message to your audience and receive their feedback. Your digital platforms can help you build strong ties with your guests as it gives you the possibility to sustain consistent communication showing genuine care to your audience. You can also engage your audience through encouraging user-generated content (UGC). According to the Paid Media Tech organization Adsmurai, research found that UGC is 42% more powerful and 6.9 times more engaging than content coming from a particular brand itself. Traditional campaigns allow to deliver a single message without knowing the customer’s reactions and whether the marketing efforts generated new leads.

Detailed targeting versus media placements targeting:

Digital marketing allows you to proceed with micro-targeting meaning you have the ability to promote your brand based on the unique characteristics of your target audience. Indeed, you can create content that will be shown to a set audience according to their demographics, psychographics and geographic attributes. In this way, you can create ads based on your guest’s interest and lifestyles. You can then obtain relevant traffic to your site and attract people who likely have the intent to book a stay at your property. The analytics of your sites will also allow you to better understand your target market and develop more effective and appealing campaigns. Nevertheless, traditional campaigns mainly target an audience based on the media placements that are not always displayed in front of the customers you are specifically willing to target. In fact, traditional marketing is not that precise when it comes to reaching your ideal potential guests.

Static campaigns versus dynamic campaigns:

Based on your customer insights, it is easy to adjust a digital campaign in a few clicks. You can quickly decide to invest based on your ad performances. You are able to test different creatives and targeting methods and review your campaigns accordingly. Thus, digital marketing gives you the possibility to sustain effective campaigns that are likely highly appealing to your ideal hotel guests. However, traditional marketing enables the creation of static campaigns which are difficult to adjust with media agencies. Indeed, the agreements are often long-term and if the campaigns are not performing as expected, you will certainly have to wait until the end of the agreed period with the media company.

Micro-level measurement versus qualitative measurement

The results of digital marketing can be easily measured. As you launch your campaigns, you can almost immediately know how well it is performing. Through your website analytics and digital tracking systems, you can have a better understanding of your guest’s behavior. Thanks to those data, you can learn about the details of your customer journey and identify how attractive each of your different content was to your audience. For instance, email marketing campaign analytics can allow you to know the number of emails delivered, read and discover their conversion rates. The digital platform Google Adwords also allows to monitor the ads performance on the search results pages and reveal exact useful insights about the users. As a result, you can get inspired to keep or modify your campaign based on who is your audience and what mostly captivates them. However, the veracity of traditional campaigns takes weeks and even months to evaluate and is mainly achieved through qualitative research which is not statistically representative. As the response to traditional promotions are subjective and not rigid, it does not provide with a clear idea about what really appeals to your audience.

In this new digital age, you should consider pivoting from the traditional sales funnel as it is no longer as powerful as it used to be. As a hotelier looking to offer personalized experiences to your guests, digital marketing can help you achieve the greatest results in doing so. Digital marketing will allow to create highly effective campaigns promoting your rooms based on your guest’s preferences. Indeed, your digital efforts will allow you to collect insights about your ideal guests based on their actions in your platforms. You will be surprised how well you will be able to accommodate your guests based on their requests. As you will exceed people’s expectations, you will achieve the greatest customer lifetime value and hotel occupancy you have ever achieved.

 

COMPONENTS YOU MUST CONSIDER FOR YOUR HOTEL DIGITAL MARKETING STRATEGIES

Are you a hotelier willing to enhance your marketing strategies? In this new era, if you want to maximize your ROI, it is a must to build a digital marketing plan following the latest trends. Indeed, a well-reflected digital marketing plan will allow you to generate valuable leads and significantly raise your hotel occupancy. There are several components you must implement in your digital marketing recipe for your hotel marketing success. You should be hungry for them so you can build powerful marketing campaigns.

Digital Marketing Strategies Defined

Digital marketing strategies can be explained by the different marketing initiatives you take online to promote your hotel and attract new and existing hotel guests. It is all the marketing efforts performed across multiple digital channels to improve your guest’s experience. According to the Marketing company WebFX, there are 7.7 billion online users across the globe.  As online searches and social media are becoming an important part of people’s routine, it is important to be familiar with the digital marketing environment. In this way, you will be able to develop the strongest relationships with your guests, build long-lasting memories and drive your booking conversions.

3 Digital Marketing Elements to Consider for your Hotel Success

There are several components you must implement in your digital marketing plan if you want to significantly increase your hotel occupancy.

 Search Engine Optimization (SEO)

Image taken from: https://r4ys.com/en/what-is-seo/

Nowadays, SEO strategies have proved to be the foundation of powerful digital marketing. Those refer to the techniques used to improve your ranking in the search results online. According to the digital marketing company ImForza, search engines are the basis of 93% of online experiences and 75% of users explore only the first page appearing in the search results. Whatever how your hotel website looks like, if it does not show on the first online results page, you will not be found. The better your ranking is on the Search Engine Results Pages (SERPS), the more leads you will receive for your room bookings. Indeed, people will likely reserve a room in your hotel as a high ranking on the web translates to your property having a good reputation. If you are looking to improve your SEO strategies, make sure to have a website with quality content driving your target audience’s interest. Furthermore, it is important to ensure a smooth and seamless experience for your users once they navigate your website.

Pay-Per-Click Advertising (PPC)

Image taken from: https://www.digitalagemarketinggroup.com/understand-pay-per-click-management/

If you are looking for an affordable option for advertising online, Pay-Per-Click ad so-called PPC is an effective strategy to ensure your presence in the SERPs while establishing your SEO ranking. PPC ads can help you generate significant leads for your hotel as you launch your campaigns. The advantage is that you will pay only when your potential guests click on your ads. Your ads will also appear in the search results page of people who are likely interested in booking a hotel of your type. Indeed, PPC offers features allowing you to define your audience with details (e.g: demographics, behavioral, location, devices, etc) and reach your desired hotel guests.

Social Media Marketing

Image taken from: https://www.wordstream.com/social-media-marketing

Social Media are one of the most valuable digital marketing components in this new era. According to the University of Maine, 4.48 billion people around the world use social media. SmartInsights also records a daily use of social media of 2 hours and 27 minutes. These statistics show how important are social media for your digital promotion. Below is a ranking of the most used social media:

Image taken from: https://umaine.edu/undiscoveredmaine/small-business/resources/marketing-for-small-business/social-media-tools/social-media-statistics-details/

Those social media are an important part of your existing and potential guest’s daily routines. Ideally, you should be active on most of these channels if you want to maximize your brand awareness and your room sales. As a hotel marketer, you must be looking for building the strongest relationships with your guests and offering them a unique experience. If you want to achieve so, social media gives you these endless possibilities to connect with people and deliver personalized services. You can also discover consumer insights and trends that can help you elevate your hotel offerings and distinguish from your competitive set. Social media also allows to launch paid campaigns specifically tailored to your target audience. The analytics of those ads will reveal many aspects of your ideal guests’ behaviors. As a result, you will be able to create well-optimized social media promotions that will be highly attractive to your market.

If you are looking to build an authoritative online presence, those digital elements must be considered in your hotel digital marketing to not miss out on important revenues. Those digital marketing methods are measurable and can help you obtain important conclusions for your hotel business. In fact, you will be able to understand more than ever your guest’s needs and implement the right strategies to exceed their expectations. As there are no geographical boundaries with the strategies described previously, you will be able to reach guests from all around the world. This would be an asset for your hotel that can highly distinguish with its rich guest’s diversity. Not only these digital marketing components are cost-effective, but they will also help you generate the most qualified leads and generate significant profits for your hotel.

 

Traditional Marketing vs Digital Marketing Strategies: What Should You Opt For in your Hotel?

Are you a hotelier wondering how both traditional and digital marketing can contribute to your hotel success? According to the Hotel Sales and Marketing Association, HSMAI, the most successful marketing hoteliers balance both and use an efficient mix of both strategies. Indeed, members of this organization agreed that using both methods in a well-planned manner can lead to successful conversions. Although, we live in a digital age, traditional media have also still proved to be powerful for hotel organizations. While traditional media strategies can mostly help you attract new customers, digital media have allowed the most effective CRM as it provides in-depth analysis of consumer behaviors. According to Hcareers, the Millennial generation who spent $200 billion in travel have represented an important driving force for the hotel industry. Statista also reported that millennials spend on average 211 minutes per day using digital media. As millennials are the main buyer persona for your hotel, it is important to focus your effort on digital marketing while not neglecting traditional marketing.

Difference Between Traditional and Digital Media Marketing

Traditional Marketing

Traditional marketing involves any marketing technique that do not require the use of online channels. The most popular strategies are the following:

  • Print Marketing such as flyers, brochures, newspapers and magazines.
  • Outdoor Marketing such as posters and billboards.
  • Broadcasting such as television commercial and radio.

Those are still an important part of your potential guest’s daily routines. If you are willing to target your local population and have your brand on people’s top of mind, traditional marketing is definitely your solution.

Digital Marketing

Digital marketing can be characterized by any online promotional strategies. Examples of the most popular mehods used nowadays are the following:

  • Paid Search Advertising such as Google text and video ads.
  • Pay Per Click (PPC) ads.
  • Social Media Marketing such as Facebook, Instagram, LinkedIn ads.
  • Remarketing
  • Email Marketing.
  • Apps advertising.

While traditional media have remained unchanged, digital media are constantly evolving with the rise of new technologies.

Why Digital Marketing Should be the Main Focus for your Hotel Strategies Nowadays?

  • Digital marketing is highly convenient as it can allow you to proceed in fast promotion and improve your exposure. Indeed, with digital marketing, you have the ability to advertise across several channels such as Facebook, Instagram, LinkedIn, Google instantly. Also, if your hotel has a limited marketing budget, social media is a more economical way to promote your brand as compared to traditional media that can be very costly.

 

  • Digital marketing can be very efficient as it is measurable and you can easily identify your ROI. Indeed, you can have access to significant amount of data that can allow you to determine your ideal hotel guest’s preferences and expectations. For example, you are able to know how many people clicked on your advertising material and what exactly generated their interests. This allows you to create well-optimized marketing campaigns. With traditional media, it is more complicated to know how people react to your promotions.

 

  • While traditional media is one-way method of communication, digital media are multi-ways and can be highly engaging to your potential and existing guests. As digital media allows the sharing of immediate feedback, it drives significant word of mouth. Digital media can allow you to interact with your customers at all time which is a great advantage if you want to build strong ties with your target audience.

 

  • Digital marketing can allow you to be very precise when it comes to your targeting strategies. While traditional media promote to an overall local market, digital media gives you the ability to use features to specifically target your audience. Indeed, you can target entering the details of your audience’s demographics, interest, and behavioral characteristics. In this way, you are able to attract your ideal hotel guests.

In sum, while it is still necessary to use traditional media marketing methods, digital media are becoming more and more crucial in your hotel strategies. Digital marketing allows you to reach a significant audience and engage with them instantaneously. In order to appeal to the millennial generation representing an important part of today’s travelers, it is important to stay up-to-date with the latest digital marketing techniques. Digital media are key tools when it comes to driving your hotel’s direct booking. When you find the right balance when using both traditional and digital marketing strategies, you will become a successful hotel marketers!

 

“Behind the Selfie”, An Example of a Powerful Social Media Marketing Campaign from Girrafe Manor Hotel

Are you currently looking for inspiration to create a successful marketing campaign for your hotel? Then, you must consider following the example of the hotel Girraffe Manor in Kenya that became one of the most instagrammable properties in the world through “Behind the Selfie” campaign. Their model is based on applying cause marketing while showcasing the unique experience they offer on-site on social media. Through their efforts saving the wildlife in Africa, the hotel has boosted its corporate responsibility and attracted numerous customers who care about the protection of the environment.

Enjoying the Company of Giraffes at Giraffe Manor

Giraffe Manor is an iconic 12 rooms boutique hotel located in Kenya in East Africa. Besides from its elegant design and breathtaking land and forest surrounding the hotel, what is particularly fascinating is the exclusive experience it offers to its guests. Indeed, giraffes come visit residents everyday during breakfast and tea times poking their heads through the windows hoping to get treats from them. Guests are also able to feed the animals through the comfort of their windows.

The Idea behind “Behind the Selfie” Social Media Campaign

Image taken from : https://www.cultafrica.net/home/tours_top/giraffe-manor.html

The hotel has significantly grown in popularity thanks to encouraging guests to capture and post the “perfect” selfies with the giraffes while sharing breakfast with them. People have published dreamy pictures on their social media platforms living their moments with the giraffes. The hashtag “Behind the Selfie” was created for this campaign to defend the cause of the Rotschild’s Giraffes that are endangered in this region. This hashtag has thousands of posts on social media showing pictures and selfies of guests with the giraffes from the hotel. Indeed, the property has become a famous feeding center for this species that is declining in Africa. The goal of the social media campaign was to increase brand awareness about the worrying situation of the wildlife in Africa. The property has enticed its guests and followers to share their time with the animals behind the lens of their cameras on social media. The campaign went viral and gained millions of followers. It is today one of the most well-known properties around the world attracting one of the most diverse clienteles thanks to this successful social media campaign. Below is an example of how the property encourages its guests to share their selfies and photos with the giraffes. They mostly promote this initiative on Facebook and Instagram in which people can see even LIVE the giraffes visiting hotel guests.

Image taken from: https://swke.facebook.com/GiraffeManor/photos/a.281314904031/10158625931944032/?type=3

In this very competitive industry, you might be willing to reach a wider audience to boost your hotel occupancy. Thus, you should use your innovative mind to offer experience to your guests that go out of the ordinary like Girrafe Mannor does and promote the uniqueness of your service through social media. In this digital era, you must develop a social media marketing plan in a way to make your content sharable among millions of users worldwide. Creating an appealing Hashtag such as “Behind the Selfie” can allow to give a sense to your campaign and increase social shares. Defending a cause like the hotel described in this article and showcasing this on social media can also be a selling point for your property. This can make your branding more powerful and build a positive reputation as many people are likely to book a stay in a hotel that is socially responsible. According to Zimmer Marketing, 41% customers will gain more trust and purchase products or service from a company that associates with a cause. Thus, you might consider implementing cause marketing and advertise your efforts in social media platforms as it can help you highly captivate the attention of your existing and potential guests. Following a similar social media strategy can make your hotel KPIs stronger and ensure a high return on investment for your property after running such successful marketing campaigns.

 

How Reference Groups Influence your Hotel Bookings?

In this new era in which consumers data are densely available, travelers have been relying a lot about information on past hotel guest’s experiences to make booking decisions. Many research found that reference groups which can include family members, peers, celebrities, opinions leaders or any individuals to which you can identify play an important role when it comes to influencing a hotel’s choice.  Indeed, some people select to stay at a property which reflect their belongings to a certain group. Purchase intentions in the hotel industry are highly guided by online reference groups especially with all those platforms in which consumer reviews are accessible to all.  In order to reduce risks, most people planning a trip take in consideration feedback of their reference group’s experience in different properties before proceeding to any confirmation. According to the organization Hotel Business (Links to an external site.), 81% travelers read reviews before making a hotel reservation. Reviews by reference groups have demonstrated to be a crucial moment of truth for travelers. This is why hotel marketers optimize this touchpoint the best they can to attract potential guests.

How are Reference Groups Defined?

Reference groups can be defined by groups of individuals influencing one’s opinion, behaviors, attitudes, and beliefs. They often are regarded as a source of inspiration for travelers. Hoteliers consider reference groups as an important part of their marketing strategies as their perceptions highly influence their guest’s purchase intents. Indeed, people are faced to societal effects when choosing a brand. Buying decisions are made to conform to others and build a social identity to be perceived as a society member and achieve a particular group acceptance. In other words, the group surrounding a consumer influences his/her values and impacts the final decision when it comes to booking a particular hotel.

How Travelers Rely on Reference Groups in the Digital Age?

Reference Groups Online Word of Mouth

Online Word of Mouth (WOM) is one of the most crucial sources of message transmission from all types of reference groups nowadays. Successful hotel marketers make sure to build strong and long-lasting relationships with guests as a way to reinforce the word of mouth from their guest’s reference groups. Maximizing word of mouth shared online gives the possibility to offer even more up-to-date and timely information to guests than on hotel websites leading to greater influences on booking decisions. Indeed, WOM can reveal many aspects about a property such as rooms quality as well as customer service experiences which allows people to determine how well a particular property fit their needs. Consumers will highly consider word of mouth through reviews from people they consider to be from social groups they refer to. Ensuring positive word of mouth through online review sites and your own website will help you stimulate proactive interactions between your prospect guests and people from their reference groups. As a result, it will strengthen customer’s trust and significantly increase your hotel’s booking.

Virtual Communities Reference Groups in Social Media

In this new age, people have been greatly influenced by virtual communities through social media. Indeed, these digital platforms expose people to communities having the most diverse behaviors and opinions and serving as reference groups. Social media gives the opportunity to consumers to engage with people who share the same interests including topics regarding the travel and hotel industry. Besides, consumers are also influenced by what people from their surroundings share on social media. A research mentioned by the Marketing organization Stackla (Links to an external site.) found that “86% of people have become interested in traveling to a certain destination after seeing social images from peers, family and friends ” and 52% made booking plans based on those imageries. Besides, celebrity endorsement through the use of influencers and opinion leaders on social media has also been a popular marketing method among hoteliers. Celebrities have for long been perceived as reference groups guiding people’s purchase process. Indeed, marketers look for celebrities that best represent their guest’s reference groups to attract customers. This leads existing and potential guests to feel a strong attachment to a specific hotel brand through the unique connection they have with a certain celebrity. Thus, this strategy significantly increases the customer’s lifetime value. In fact, people are likely booking a hotel accommodation endorsed by a lovable celebrity as they want to share the same values and lifestyles of these social media influencers they admire.

In sum, reference groups highly influence hotel reservation’s intentions. As people are heavily relying on their reference group’s perception before proceeding to a hotel booking, it is crucial to ensure positive messaging are shared through review sites and social media. As a hotelier, the best way to do that is to develop strong ties with your guests as well as with the online community. In this way, your target audience will consider your property as the best choice for upcoming stays!

A Complete Guide to Google Analytics for Beginners

Are you a marketing professional currently managing a website and willing to increase your customer’s engagement? Then, it is a necessity to have a Google Analytics account in order to get important insights from this platform regarding your site’s performance. Indeed, Google Analytics will offer you the possibility to have a better idea about who are your visitors. Through the analysis of your user’s experience, you will be able to identify strategies to make your website more successful. From acquisition to conversion, you will be able to better understand your customer’s journeys when visiting your site.

What is Google Analytics?

According to the Marketing organization Semrush (Links to an external site.), Google Analytics is a platform in which you can register for free created by the company Google allowing you to track your website’s traffic. This tool gives you access to data allowing you to have a better understanding of the behavior of your website’s visitor. Through the different metrics analyzed by Google Analytics, you are able to assess your website’s performance and identify areas of improvement. It can also help you better describe your target audience while determining the success of your marketing campaigns.

4 Sections to Explore in your Google Analytics Dashboard

There are four main sections you will have access to in your Google Analytics dashboard according to the organization specialized in SEO strategies, AIOSEO, (Links to an external site.) which are the following:

Audience: This field helps you identify who are your customers. Here, you can find location and demographics information about your audience as well as the devices technology used when they accessed your site. This will allow you understand better your target market in addition to rethink about various marketing efforts for different user segments.

Acquisition: This section would show you how your users were directed to your website. Through this field, you will see which channels generated the most traffic (email, social media, organic search, paid search, etc). You are also able to make comparisons between consumers coming from different social media channels and assess your SEO initiatives efficacy.

Behavior: Here, you have the ability to see how your customers behave when they are visiting your website. For instance, you can determine which are the most visited pages and the time spent browsing your site. This can help you make conclusions about your customer’s experience and engagement with your brand.

Conversions: This field allows to determine the effectiveness of your marketing campaigns as it will show you whether people took the desired action when visiting your website. You can track your conversion goal whether it is a form submission, content shares or a purchase. You will be able to check how well your website encouraged people to take actions.

Metrics you Must Know when Using Google Analytics

There are several metrics under each sections described above that you must understand as a marketing analyst which can be found in the Google Analytics platform (Links to an external site.): 

  • Audience metrics:

Number of users: This is the number of visitors who accessed your website over a specific period of time.

Sessions: This shows you how many times your users visited your website.

Average session duration: This is the time your users spend visiting your website in one session.

Average pages per session: This is defined as the number of pages that your users visited in each session.

New/ Vs Returning Users: This gives you a ratio showing you the distribution of the new visitors accessing your website for the first time versus the returning visitors coming back to your site.

 Bounce rate: This is explained by the percentage of visitors who leave your site after visiting one page instead of continuing browsing other pages.

  • Acquisition metrics:

Channels: Here you will be able to identify which channels drove traffic to your site. For instance, you can see the number of visitors coming from organic search versus paid search.

Google Ads: Once you link your Google Ads account to Google Analytics, you are able to check the activity of your customers after they were exposed to an ad and clicked on it.

Search Queries: This provides information about the top queries in the search engines to find your website as well the landing pages recording the most traffic and high click-through rates.

  • Behavior metrics:

 Average time on page: Here, you can determine your user experience and engagement in your website as it shows the time spent on each page.

Site Search Queries: This can allow you to identify what are your customers looking for according to what they are typing in your search bar. 

  • Conversion metrics:

Goal conversion rate: As you set up your Google Analytics account, you also select a conversion goal for your website. Here, you are able to track your conversion that could for instance be a user visiting a specific number of pages, completing a registration, downloading a content or processing a purchase.

Once you understand the main sections and metrics of Google Analytics, you will have a better idea of how well your website is performing in the eyes of your visitors. Through the analysis of data offered by this platform, you will likely be able to create more attractive content leading to higher engagement and conversions.  Indeed, having a better idea of what your customers expect from you site will allow you to increase your reach as well as your customer lifetime value. Assessing the effectiveness of your SEO efforts and ad campaigns in Google Analytics will allow you to determine how successful are your current marketing initiatives. In sum, the data available in this platform will certainly allow you to rethink the best marketing strategies that should be implemented to drive more revenues coming from your company’s website.

 

A/B Testing – A Popular Marketing Research Application

Are you in the process of creating a marketing material such as a Google Ad or a new website and you want to know how attractive they are to your audience ? Well, one method you could consider is A/B testing that is one of the methods that could help you assess the efficiency of your promotional campaign.

What is A/B testing ?

 A/B testing can be defined by a technique used to compare the performance of two versions of a marketing content and make it different through changing one element. After showing the two versions to your audience, the goal is to see which one was more engaging to your potential customers. Then, based on the consumer behavior over your marketing content that could be analyzed through different tools such as Google or Youtube Analytics, you could adjust your marketing campaign. In this way, you could achieve a more successful conversion funnel.

Examples of Elements to Consider for A/B testing

There are several elements you could test when launching two versions of your promotional campaign. For example, you could test two different headlines that can potentially catch the viewer’s attention. As it is the first impression of your visitors, it is important to make it attractive. Here are some tips to create appealing headlines that you can test according to the Content Marketing Company CopyPress. You could also test two different Call to Action buttons which must be appealing enough to encourage people to take action on your offer. Any characteristic in the CTA button could influence the conversion rate such as the shape, color, size, text, etc. Thus, you could create two CTA buttons differentiating through one of these characteristics and test which one enticed more people to act. Here are some recommendations to help you create high-converting Call-to Action buttons according to the company Daily Egg specialized in website optimization tools.

You will be surprised how using this method will guide you to create the most powerful marketing campaigns that will drive significant business to your company. Do not continue leaving money on the table and start A/B testing your website, emails or any marketing asset. Make marketing become fun through applying this method !