Hotel Internet Marketing Consultants – What are the
KPIs?
Find out how hotel internet marketing consultants can
reach their true marketing potential through goal setting.
There is a well known mantra “If you can’t measure it,
you can’t manage it” but a lot of hotel internet marketing consultants don’t
know why, what, when or how to measure their campaigns. It’s not always easy to
set key performance indicators (KPIs) for your online hotel marketing team but
it is important for any hotel big or small to set benchmarks for their online
activities, so that they can monitor and improve the effectiveness of
promotions.
Search Engine Optimization (SEO)
If you are working with an SEO consultant, they can help
you set realistic KPIs for your SEO campaigns in realistic timeframes. The type
of goals to set are monitoring traffic levels, keyword rankings, increasing
traffic referrals and so on. However, Matt Cutts, the Head of Web Spam at
Google says that conversion is ultimately the metric that matters and far more
important than ranking for trophy keywords.
Membership and rewards programs
If your hotel has a VIP program (if not, you may want to
investigate the numerous benefits of establishing one), you can set a benchmark
for your hotel internet marketing consultants to promote membership growth by a
certain number in a set period of time. Other goals may be to increase the
number of benefits offered to members and the number of benefits redeemed by
members – encouraging them to use the scheme more often.
Online reviews
Consumers are increasingly talking about your hotel in
multiple online channels such as social media, review sites and blogs and it’s
not always easy to monitor. The type of goals you want to set are to encourage more
reviews and online chat about your hotel, increase the number of positive
versus negative reviews, boost the number of reviews responded to and so on.
There are both free and premium online monitoring tools you can use to help
you.
Social media platforms
Social networking is another area where you can set KPIs
for your online marketing team. Setting goals for social media marketing is not
simple – each platform is unique and requires different benchmarks. There are
intangible aims of social media such as improving brand awareness and
increasing conversion rates, which is not always easy to gauge, but you can
measure the number of subscribers, traffic referrals, comments and so forth.
Conversion rate
Improving the conversion rate is the most important and
end goal of hotel internet marketing consultants; start by setting a quarterly
or annual goal and reviewing this each year. A conversion rate may not only be
the number of booking enquiries and direct bookings taken by the hotel. The
conversion rate may also include increasing the number of people reading
e-newsletters, downloading brochures, watching videos and so on.
These are just a few suggestions for setting KPIs for
your online marketing campaigns. For each strategy you use in your particular
hotel, you will need to drill down and set long term and short term specific
goals at the beginning of the campaign. If your hotel internet marketing
consultants need advice with goal setting, contact us and find out how Dr.Hossam
Darwish can help your establishment realize
its true marketing potential.
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