Two Online Tools Your Lodging Property Should Implement in 2016: Retargeting and Email Nurturing
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This document discusses two online marketing tools that properties should implement in 2016: retargeting and email nurturing. Retargeting, also called remarketing, uses display ads to target visitors who have previously visited a website. Email nurturing differs from traditional email marketing by using automated, personalized emails tailored to recipients' interests over time rather than one-time mass emails. Implementing these tools can increase engagement from past visitors and convert them to customers through personalized, targeted communications.
Two Online Tools Your Lodging Property Should Implement in 2016: Retargeting and Email Nurturing
- 1. Two Online Tools Your Property Should Implement in 2016: Retargeting & Email Nurturing
- 2. Hi, I’m James I work at Valeo a digital marketing agency
- 3. I used to be a computer nerd
- 4. I used to be a computer nerd a server engineer
- 5. I used to be a computer nerd a server engineer a web designer
- 6. Now: I rock a variety of different titles
- 7. Let’s talk about Leverage
- 8. 1) Retargeting 2) Email Nurturing Today’s Topics:
- 10. Retargeting ads differ from more traditional display media. They guarantee that you only spend ad dollars on people who have previously visited your site.
- 14. REMARKETING PICS FROM BANANA REPUBLIC & BOOKING.COM Us Retargeting
- 17. Segment Traffic
- 19. Calls-To-Action
- 21. Triggers a “Goal” in Google Analytics
- 23. Key Benefits of Retargeting High ROI: Website visitors who are retargeted with display ads are 70% more likely to convert. Differentiated Offers: Market targeted offers to interested guests. For example, if a guest specifically visited your golf package page and didn’t purchase it, you can now offer a discount tailored to that package. No Rate Parity Issues: Guests will see unique offers.Therefore, everyone can’t access special rates.
- 25. If your booking is Off-Site
- 26. ResNexus + Google Analytics
- 27. IDEAS
- 28. Seasonal Promotions #1 You have up to 180 days you can target ads after a visit. Someone who comes to your site in the Fall >> Show Christmas Getaway special. Someone who comes to your site around Christmas>> ShowValentine’s special.
- 29. Promote Services As in the example before, if you offer services, then you can promote those: Weddings Corporate Events Spa Specials Dining, Restaurant #2
- 30. Signup For Discounts #3 Repeat Customer discount or Loyalty Program No Rate Parity Issues: Guests will see unique offers. Therefore, everyone can’t access special rates.
- 31. Retargeting Costs You can start with low ad costs, but the time investment can get up there How much will this cost me?
- 33. Email Nurturing
- 34. Who’s doing Email marketing?
- 35. 4000%$40.56 for every $1 spent 2011 DMA study: http://www.the-dma.org/cgi/dispannouncements?article=1590 Email Marketing ROI
- 36. “Email is 3x more likely to prompt a purchase than Social Media McKinsey & Company “Why Marketers Should Keep Sending You Emails”
- 37. Email Nurturing is Different
- 38. Reach Generic “ONE TO MANY” Email marketing is used to communicate general information to a broad audience for informational purposes Targeted “ONE TO ONE” Nurturing provides the right content to the right person at the right time. Nurturing gets 4-10x the response rate over stand- alone email * DemandGen Report *Data pulled from Email Marketing vs. Lead Nurturing infographic from MarketStar Email Marketing vs. Email Nurturing
- 39. Focus Broad “SAME TO ALL” Blast emails typically contain the same content and CTA’s no matter whom the audience is or what stage they are in. Email Marketing vs. Email Nurturing Custom “PERSONALIZED” Communicates relevant, educational content personalized to the recipient’s role, interests and activity profile Relevant emails drive 18x more revenue than broadcasts. * Jupiter Research
- 40. Segment your contacts to improve the relevancy of your email marketing
- 43. 3 Pillars of ROI with Marketing Automation New Revenue Reactivated Revenue Expansion Revenue
- 44. Marketing Automation Platforms This space is blowing up, and there are lots of options. Here are two that we use and love:
- 49. 1-year after stay #1 Or any time period, really. An automated email to remind them about the great time they had. Couple this with an offer to make them feel special.
- 51. Birthday,Anniversary Event-based series can work well, but there’s one catch: You have to capture the info in order for it to be effective. Make this part of your company culture, and figure out the logistics of where the info is collected. It’s worth it. #3
- 52. #4 Seasonal Spring Break for the family Summer away Fall in WI Ditch your in-laws this Thanksgiving
- 53. #5 Offer-specific for dry months Send out when you know things are light. Offer discounts if you know that July is always a down-month
- 54. Retargeting Costs You can start with low ad costs, but the time investment can get up there How much will this cost me?
- 55. Use these 2 together! Use These Tools Together!
- 56. Connect & ask me anything) Get a Detailed Audit of Your Website. Signup sheets around the room. Free Site Audit
- 57. Breakthrough DNA for your Lodging Property Apply the Before, During, After framework to increase bookings, enhance customer satisfaction, and orchestrate referrals and reviews. Tomorrow’s Breakout: 9:30am
- 58. Connect & ask me anything) James Hu5o Managing Project Director Valeo Online Marke>ng 516 Tennessee Street Memphis, TN 38103 Tel: 800.647.4552 x704 valeomarke>ng.com @JamesHu5o @ValeoMarke>ng Connect with me!