DIGITAL MARKETING STRATEGY CHECKLIST

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1 DIGITAL MARKETING STRATEGY CHECKLIST [CAMPAIGN NAME HERE] 1. SET CAMPAIGN GOALS What is yur mtivatin fr running this campaign? (e.g. sell 20,000 wrth f gift vuchers in x number f mnths) Are yur gals SMART? Specific: Are yur gals clearly defined? N Measurable: Can yu measure yur gals quantifiably, s yu knw when yu ve met them? D yu have metrics defined? N Achievable: Are yur gals realistic? N Relevant: Are yur marketing gal relevant t yur verall business plan? N Time-Sensitive: Are yur gals achievable within a reasnable perid f time? N 2. DECIDE ON CAMPAIGN CONCEPT Decide n key factrs fr yur campaign. Research cmpetitrs prices and ffers at this pint, t make sure yur ffer is unique and priced cmpetitively.

2 What ffer will yu prmte? At what price pint? Over what time perid? 3. DEFINE TARGET AUDIENCE a) Users wh already engage: Use yur guest persnas t define this audience. If yu dn t have guest persnas, lk at the user demgraphics f yur Ggle Analytics accunt t find custmers wh already engage with yur brand. Yu can als use yur bking engine data. Ask yurself wh stays with yu, hw ld they are, where they cme frm, and why they are staying with yu. b) New audience: D research nline, asking similar questins t thse abve. Narrw targeting as much as pssible t fcus yur message this will result in a higher cnversin rate. 4. CHOOSE TIMING Research average lead times fr the demgraphic yu re targeting. What is the average lead time? If yur campaign is ging t be very shrt, yu shuld send a teaser message ut n yur platfrms. Will this campaign require a teaser message? There is n universal rule bk, but here are sme factrs t cnsider: if yu have a price-cnscius demgraphic, cnsider launching yur campaign near the end r beginning f the calendar mnth t cincide with yur guests paydays. Additinally, Mndays are ften mre successful days fr a campaign t launch. 5. CREATE YOUR MESSAGE Hw are yu ging t sell yur message? Create a Unique Selling Prpsitin. Yur USP shuld have: a) A strng headline yu must grab a user s attentin in 5 secnds r less b) Bullet-pinted r numbered infrmatin, t keep a reader s fcus.

3 c) Infrmatin presented as benefits, nt features. Explain hw yur spa will help yur guest unwind, nt just the fact that yu have a spa. 6. BUDGET AGREEMENT Yu must be willing t invest enugh t meet yur gals. A general rule f thumb is 5-10% f ptential revenue, but many factrs can influence this. What is 5-10% f yur campaign s ptential revenue, and what are sme factrs that culd influence the level f investment needed? If yur campaign exceeds its gals, d yu have surplus mney t keep the mmentum ging? In thery, as lng as yur CPA% cst per acquisitin is being met and is lwer than ther channels like OTAS, yur marketing budget shuld have n limit. Why turn ff the tap if the mney is flwing? 7. MARKETING PLATFORMS This is the part where yu can get creative. With yur budget, ffer and target audience in mind, assess the fllwing platfrms: a) Paid Scial Media a. Facebk: Facebk is ne f the mst successful e-cmmerce platfrms fr prmting a campaign t a specific audience. Use Custm Audiences t tailr yur campaign t yur target audience, and use Facebk remarketing t get the mst ut f this platfrm. b. Instagram: nly launched in September 2015, Instagram s advertising platfrm is ff t a very strng start. Yu can cntrl yur Insta campaigns frm yur Facebk advertising accunt. Remember: Instagram is a visual platfrm make sure yu ve gt strng images.

4 b) Paid Search and Display: Ggle When running yur campaign, use yur Ggle AdWrds t draw attentin t yur campaign. Yu can d this by: - Highlighting yur campaign within Ggle search netwrk adverts - Using advert sitelinks t deep-link searches directly t yur ffer page - Using Ggle Remarketing n the display netwrk t prmte yur ffer images wrk best here - If yur budget stretches t this, display marketing can scale yur reach and drive awareness t a new audience make sure yu re targeting crrectly - Custmer Match, a new feature, allws yu t uplad addresses and target thse users via the search netwrk, YuTube and user s Gmail accunts. c) Marketing marketing is an integral part f any digital campaign. It s hw yu engage directly with yur guests, and, depending n the quality f yur list, can drive cnsiderable revenue. Simplicity is key t the design and message f yur e-zine keep that in mind. Yu can cmmunicate with yur audience bth befre and during yur campaign. Cnsider a Teaser campaign 48 hurs befre yur campaign begins, r ffering exclusive access t the campaign befre general release. d) Yur Website This is yur mst imprtant channel. All yur marketing campaigns, acrss every platfrm, direct traffic here. Tw things t cnsider: Yur Hme Page: if a visitr lands here, can they tell yu re running a prmtin? Hw? D yu have a flating banner, a cuntdwn clck, r smething similar? Marketing Landing Pages: These are key. Landing pages give yur campaign a dedicated space, and let yu narrw the fcus f a page t just the ffer yu re making. - Make sure all cntent images, text, ffers are relevant t yur campaign. The page shuld have a single bjective. - Message match is imprtant. Make sure the message acrss all yur platfrms matches the message n yur landing page. Are yu using the same image? D the titles and wrding match up? If they dn t, yu run the risk f cnfusing custmers.

5 8. DESIGN WORK Make a nte f all platfrms yu need design wrk fr Ensure yur message will wrk (image dimensins, text limitatins) n each platfrm but make sure yur her sht and key message are cnsistent Make sure all design wrk is tested n mbile sme htels have almst 60% f their traffic frm mbile, and 98% f Facebk s revenue is frm mbile devices Tips: dn t cmprmise n quality f image yu re representing yur brand! Als, peple cnnect well t adverts that evke emtin. 9. LAUNCH AND TEST CAMPAIGN Prfread everything Test everything Take a step back des everything lk and wrk the way it shuld? If it s an ffer set up in yur bking engine, d a test bking. Is all the relevant tracking set up? Fr platfrms like Facebk, yu can run multiple variatins f the ad, and then, when the tracking shws which perfrms mst successfully (after the first few days, usually), yu can pause thse that dn t perfrm well. Tls t help: - Bit.ly: This is a great tl t use when psting links t scial media platfrms and prvides yu with extra data regarding click and engagement activity. It als shrtens yur link s it lks cleaner and takes up less character spaces. Particularly useful fr Twitter. - Ggle URL Builder: this tl allws yu t custmise yur URLs s yu can clearly see yur campaign perfrmance data within yur ggle analytics accunt. 10. REPORT AND MEASURE SUCCESS Check daily perfrmance: lk at key KPIs and gals set in earlier steps Keep ntes n what s wrking the best. Give it time Rme wasn t built in a day! When yur campaign is ver, prepare a reprt n hw each platfrm perfrmed: include all engagement and e-cmmerce metrics. This will help immensely with all future campaigns.

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