A Step-by-Step Guide to Create your Hotel Retargeting Ad on LinkedIn

Are you a hotelier willing to remind your potential guests how your property should be their top choice for a future stay? Then, you should consider creating a retargeting campaign in one of the most popular social media platforms nowadays, LinkedIn. According to the online advertising company Linear, LinkedIn recorded 690 million users. Millions of these professionals represent prospect guests. Indeed, many of them are likely considering a next vacation to escape their daily work routine. The organization Linear also mentions that only 2% people convert after one website visit. This might let you think you do not want to neglect the remaining 98% who disappear after a single exposure. As a hotel professional, you might have yourself seen ads on LinkedIn promoting hotel websites that you previously visited. This can be defined as retargeting ads and its magic.

Retargeting Ads on LinkedIn Explained

LinkedIn gives you the possibility to create retargeting campaigns to reach people who already demonstrated interest towards your hotel. Those ads appear on the social media feed of users who already had a sort of engagement with your hotel brand in the past. In fact, you are able with LinkedIn to create tailored ads to your website visitors who explored your different room packages.

Three Main Steps to Set Up your Ad

You need to make sure to follow these 3 important steps in order to be able to launch your ad. First, you need to ensure your LinkedIn Insight Tag is installed on your website. Then, you have to create your custom audience. After this, you will be ready to create your ad campaign.

Installing your LinkedIn Insight Tag

You first have to login to your Linkedin campaign manager, select “Account Asset” and click on “Insight Tag” which will direct you to the page where you can set up your LinkedIn tag. This tag is a code that you will install on your website to track your website visitors and have your retargeting ad reach them. You will have the choice to install the code manually, send it to your site developer or use a tag manager. A common method is using the tag manager. You can then select this option so your partner ID appears as below:

You can then copy the ID and login to Google Tag Manager that should be connected to your website. In your tag manager, you can click “tags” and then click “new”.

You can then click on the arrow in “Tag configuration” and type in the search bar “LinkedIn” and select “LinkedIn Insight”.  You will then have to copy your Partner ID in the window that will appear as below:

In “Triggering”, you can choose a trigger where you can select “All Pages” to target every visitor. You will then be able to see your tag installed.

If you are using WordPress, you will have to login in your account and select “Plugins” in the left dropdown menu. You can then type “LinkedIn” in the search bar and select “Add LinkedIn insights tags for LinkedIn ads” and click “activate”.

Then, from the left dropdown menu, click on “Installed Plugins” and then find within your plugins the “LKTAGS- LinkedIn Insight Tags” Settings and click on it. You will then see a button that will enable your LinkedIn insight tag where you can enter your LinkedIn Insight TAG ID and save changes at the bottom of the page.

You will then access your Insight Tag in LinkedIn where you will promptly start receiving signals meaning that your LinkedIn code is well connected to your site.

Creating a Custom Audience

It is important to remember that retargeting campaigns reach audiences that previously interacted with your hotel brand. The term to identify those audiences in LinkedIn is “Matched Audience”. In order to launch an ad that will retarget your previous website visitors, you have to click on “Create Audience” and click “Website”.

Then, a window will appear in which you can name your audience, choose the timeframe in which they engaged with your website and enter your website URL. You can then click “Create”.

Create a Campaign to Retarget your Matched Audience

In your campaign manager, you have to click on create “Campaign”. Then, you have to select your campaign objective between the different options below. For instance, you can select “website visits” if your goal is to have your target market go back to your site.

You can find the matched audience created previously then click in audiences, select retargeting and click on website. You will then be able to select from the audience(s) you developed.

You also have the ability to narrow your audiences based on company, demographics, education, job experience, interests and traits characteristics.

You will then select your ad format, choose your daily budget that cannot be lower than $10 and choose the date in which you would like your campaign to run.

You will then have to set up your ads and develop your creatives. Here, you are able to include an introductory text that appears at the top of the your ad image, your website landing page and your headline below the image. You can also select the call-to-action button you want to have in your ad such as “Learn More”.

Below is an example of a retargeting ad that has attractive creatives appealing to the audience through special deals. It also uses principle of scarcity with the wording “Book Now” in order to get the special discount.

After you follow all these stages to create a retargeting ad, you are finally ready to review and launch your campaign. It is now time to reach this warm audience who will likely book a room at your property when heading back to your site. Through effective remarketing ads in LinkedIn, your potential guests will likely not leave your property’s website before they reserve a hotel stay. This is a way to give them more chances to reconsider your brand and remember how your offers perfectly fit them for their next trip!

 

 

“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.

 

Essential KPIs You Should Consider for your Marketing Strategies

Are you a marketing professional currently revising your marketing strategies to make your company more successful ? Are you thinking about goals for your business, but you are not sure how to track your marketing efforts ? Then, it is time to consider having KPIs to understand better the desired results of your campaigns. Every successful marketer use these metrics as it helps them to assess effectively what they are willing to achieve. This might look like an ambiguous term to you, but it is actually nothing complicated. In contrary, you will be suprised how knowing about KPIs will make your life simpler when rethinking your marketing strategies.

KPI in Marketing Defined

A KPI stands for Key Performance Indicator and is a value that you can measure that track a goal progress. A KPI is always connected to a marketing objective and helps measure how effective a particular campaign is. Indeed, they help you analyze the performance of a specific marketing project.

Importance of KPIs in Marketing

Why having KPIs tied to your marketing goals is important ? There are several reasons why you should have a clear understanding of these performance indicators. According to the marketing and data analytics organization Klipfolio (Links to an external site.), it helps you determine which direction your company is taking. You can also identify the ways to attain your goals. You can finally see if your marketing efforts were worth it and what could be changed in order to have better results.

There are many KPIS in marketing that you must understand. Here is a list of the most popular ones and their definition :

  • Leads : It is characterized by the people who have expressed interest for your brand.
  • Cost per lead : It is the price you pay in order to obtain a new lead.
  • Search Ranking : It is tracking the ranking of your site in a search results page.
  • Organic Traffic : It can be referred to the people who visited your site through organic search.
  • Referral Traffic : This is the traffic generated to your website thanks to the presence of your link on other company’s websites.
  • Mentions : It is the number of times other medias refer you on their platforms.
  • Social Traffic : It is the amount of traffic generated to your website thanks to social media channels.
  • Social Shares : It is the number of times a specific social media content of yours was shared in the same platform.
  • Cost of Customer Acquisition : It is the cost associated when acquiring a new customer.
  • Sales Growth : It is tracking the change in sales in a specific period of time.
  • Conversions : A conversion takes place when a potential customers takes action. It usually refers to the people who make a desired purchase.
  • Conversion rate : It is the number of people who converted over the number of people who viewed your website.
  • Cost per conversion : It is the price you pay per people who converted.

Based on the marketing strategies that you are coming up with, you will be able to choose the appropriate related KPIs. It is time for you now to design the most innovative Marketing Plans by including KPIs in the development of your strategies. You will see how your managers will be be more convinced by your marketing campaigns value when presenting them KPIs interrelated to their objectives. Now that you master essential KPIs in Marketing, you will be able to better monitor your results and performance and effectively guide your team in achieving your goals. Prepare yourself for marketing success as you have a clear understanding of Key Performance Indicators in Marketing !

What you Need to Know about Influencer Marketing Strategy for your Hotel

As the Vice President of Global Creative & Content Marketing Marriott said according to his quote mentioned by the Hotel Marketing Association (Links to an external site.), “Influencer marketing is here to stay, and should play a central role in your strategy to win the hearts, minds and wallets of consumers”.

In a world in which social media are becoming predominant to the world especially to millennials who represents half of the worldwide travelers according to the Hotel Consulting organization Room Key PMS (Links to an external site.), it is crucial for hotels to be appealing to this tech-savy generation.

According to an investigation made by McKinsey and Company (Links to an external site.), a quarter of today’s consumers are using social media when they have to make a purchase decision. 71% of respondents from an investigation conducted by GlobalWebIndex (Links to an external site.)said they would be more likely to buy a service or product based on referral in social media.

The same research found that around one in five of millennials and Generation Z concluded a purchase thanks to the recommendation of a particular social media influencer as shown below:

Social Media Influencer Defined

A social media influencer is a person who gained in popularity through social media and has a high level of authority when it comes to inspiring people’s purchase decision. They are individuals who have the ability to develop social relationships with people that may be part of your target market. They cooperate with brands to promote their products or services to the public through the social media platforms.

Why Partnering with Travel Social Media Influencers?

Collaborating with travel influencers could be very beneficial to attract potential hotel guests. Indeed, they can showcase a real-life experience at your venues through their pages. Indeed, their social media platforms are focused on promoting places to stay which can include your property. Those social media influencers can help you engage and develop strong relationships with potential future residents at your resort.

Tips for an efficient Social Media Influencers Marketing Campaign

  • It is important to look for the right influencers preferably targeting the same audience than yours to ensure a significant ROI from this strategy. According to the influencer marketing agency MediaKix (Links to an external site.), the Executive Director Of e-Commerce & Digital Marketing, Mansi Vagt once said “It is not just about huge fans and followers in my opinion, but rather the right message being delivered in the most authentic way possible to targeted and relevant audiences bit by bit.” Thus, it is crucial for your hotel organization to be able to define your target market and select your influencer based on the demographic and psychographic attributes of their followers that must align with your audience.
  • According to a guide published by the organization Hubspot about micro-influencers marketing, it is highly recommended to cooperate with micro-influencers (Links to an external site.) rather than macro-influencers who have a larger following. Indeed, micro-influencers have a higher engagement and strongest connections with their followers. As a result, they have more authority as far as concern the influence they have on hotel booking decisions among potential guests.
  • It is also vital to regularly communicate with the social media with whom you are collaborating. Indeed, they usually engage a lot with their followers and know about their preferences. This can help you learn more about your potential guest’s expectations and motivations when selecting a property. Besides, you should consider sending your latest offers to the social media influencers. In order to entice their followers to book reservations at your property, you can also send promotional codes to the social media influencers.

Once implementing influencer marketing as a strategy, you will be surprised how your company will significantly increase reach attracting guests with similar tastes than the typical guests you have at your hotel. If you are looking to improve your brand awareness, increase your direct booking and strengthening your customer loyalty, then consider influencer marketing for your hotel. Do not leave money on the table and start looking for powerful social media influencers who can help you promote your hotel and increase your conversions.

Here is a link to the previous article if you would like to learn more about marketing especially in the digital world:

An Overview of SEO (Search Engine Optimization) for Beginners

 

An Overview of SEO (Search Engine Optimization) for Beginners

Are you a marketing professional looking to drive more traffic to your website in order to increase leads and conversions to boost your company’s revenues? Then, it is time to become familiar with the basics of SEO as it could help you improve your brand’s online visibility and generate significant sales as potential customers will be enticed to visit your site and take action. If you are looking at building your foundation knowledge about SEO, here are more details about what it is and why it is crucial nowadays in the digital world.

What does SEO stand for?

According to Moz which is an organization specialized in SEO solutions (Links to an external site.), Search Engine Optimization is a process that helps improve the quantity and quality of the traffic to your website. It also allows to enhance your brand’s awareness in organic search results that are unpaid.

Why is it important?

This process will help you better understand what your prospect customers are looking for and what answers they are expecting from their queries through search engines. Indeed, it will allow you to identify what terms they are using when searching about products or services that your company is selling. Thanks to SEO, you can determine what type of content is attractive to your target market. Through using the best SEO practices that enables you to discern your audience’s intent, you will be able to have your content more easily found by your prospect customers.

How Does Search Engines determine which Pages to Display in the SERPS (Search Results Page)?

According to the Marketing organization HubSpot (Links to an external site.), Google is the most widely used search engine in the world with 70% search market share. As Google offers the most popular search engine, the competition is huge which makes it challenging to have your site rank highly. The Online Advertising Organization Wordstream (Links to an external site.) suggests that “Google is looking for pages that contain high-quality, relevant information about the searcher’s query”. Here are some factors that Google is evaluating before determining the pages to return according to search queries:

  • Website Accessibility and Security

It is important to have a well-coded website so Google can visit it and access your content and an effective sitemap that makes your website easy to navigate. You also should make sure to have your website secure through an HTTPS link that could be created through enabling SSL security.

  • Speed Load and Mobile-Friendliness

It is crucial to make sure that the pages of your website are fast-loading as it is an important factor that Google consider determining the quality of user’s experience. Google PageSpeed Insights (Links to an external site.) suggests tips to make your pages load faster. Google Search Console (Links to an external site.) also offers a platform in which you can enter the URL of your website and test its mobile-friendliness and speed to improve your website performance.

If you want to learn more about how to speed up your website if you are a WordPress user, here are tips that you could follow according to WPBeginner. (Links to an external site.)

According to SEMRUSH Academy that mentions a research made by Google (Links to an external site.), users are more likely moving forward with a purchase through a mobile device rather than on a desktop. It is important to make sure to have a website with responsive design and appropriate size fitting a mobile device. You must also ensure to use a font making the text readable and have accessible and clickable menus to make your website smooth to navigate.

  • Keywords Optimization

The algorithm on Google search depends on keywords. It is important to know the phrases and words that users are searching when they are looking for particular information that relate to your business. When identifying the keywords of interest of the browsers, it is important to use them in your website content. Here is a guide for effective selection of keywords for SEO to optimize your content according to the marketing organization OptinMonster (Links to an external site.) specialized in online conversion. For example, below is a report from the Online Advertising Organization Wordstream (Links to an external site.) that shows the search volume defined as the number of people searching for specific keywords:

It is time for you to start considering SEO practices as it will help you connect with people who are searching for things that are related to your business. Through effective use of SEO, you will be able to make your site become a trusted source in the eyes of your potential customers. You will be surprised how this process will help you gain significant visibility through online search and thus drive more profit to your business. If you want to learn more about Search Engine Optimization fundamentals, SEMRUSH academy offers high quality courses (Links to an external site.) that will guide you towards the best SEO techniques. Do not wait to get SEO certified by SEMRUSH as it is an important process to master to be a successful digital marketer!

Here is a link to the previous article if you would like to learn more about marketing especially in the digital world:

Google Ads Remarketing to Increase your Hotel Bookings

Google Ads Remarketing to Increase your Hotel Bookings

Are you a hotelier looking to increase your online hotel bookings? If the answer is yes, consider creating Google Ads in which you will set up a remarketing strategy. As there is a wide choice in terms of hotel options over the web, it is important to work on getting noticed. Indeed, remarketing through your online advertising is one of the most efficient strategies used to make your brand top-of-mind among customers. According to a research made by Expedia, customers are visiting 38 websites before taking the decision of booking a specific hotel. Remarketing is a powerful way to reconnect with your potential customers and enticing them in choosing to stay at your property over others.

What is Remarketing in Google Ads?

Remarketing is a type of online advertising aiming at retargeting customers who previously visited your website. Indeed, targeted ads are shown to your past visitors when they are browsing online searching, visiting websites or watching videos in Youtube. The goal of remarketing is simply motivating these potential customers who already demonstrated interest for your products and services to come back to your website and eventually take action.

Below is an illustration of how the remarketing process works through Google Ads according to the Online Advertising company Wordstream:

 

How to Launch Remarketing Campaigns?

If you are in the process of running Google Ads, make sure to add remarketing tags in your website so you can track visitors who already interacted with your website. These tags will allow you to add customers visiting your website to the list of your remarketing audience. Based on the pages your past visitors explored, you can create dynamic and tailored ads that will be shown to your potential customers while they are browsing online. There are different steps you should take to add remarketing tags to your campaign according to Think with Google Marketing Research organization.

Examples of Remarketing Campaigns:

One of the most famous companies known for being highly focused on creating powerful remarketing campaigns is Nike according to the Digital Marketing Company WebFX. Here is an example of how Nike reconnect with past visitors by running targeted ads about the apparels potential customers previously searched when browsing the website:

As you can see, this is a customized ad based on a previous activity on the website as it is showing shoes that were searched by a past visitor.

As a hotelier, you could do the same by creating tailored ads showing the rooms that your past visitors considered when visiting your website. Your ad should include a special deal to attract your audience in booking the rooms they have previously looked at during their first visit in your website. This is an example of an effective remarketing ad showing a special deal from the hotel Westport: