CAMPAIGN MEASUREMENT: HOW DO WE KNOW WHAT WORKS & WHAT DOESN'T?
With websites now being a vital part of the consumer's journey towards booking in your hotel, it is essential to determine the effectiveness of your digital marketing efforts. In this article, we'll be showing you the metrics to help give deeper insight into the impact of your marketing campaign.
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Bouncing is bad for several reasons
Bounce Rates
Simply put, a 'bounce' is when someone visits a single page on your website then leaves or hits the 'back' button as soon as they land on your page. Bouncing is bad for several reasons and means that there is a disconnect between your strategy and your output. Google may interpret websites with high bounce rates as low-quality or spam, thus resulting in an SEO penalty.
HOW to be able to see what works
Overall Site Traffic
As with any form of marketing or advertising campaigns, it is important to monitor the changes prior to and after the launch of your strategy. Determine which of your campaigns are putting the most eyes on your establishment to be able to see what works and what doesn't.
which webpages are your customers visiting
Page Views Per Visit
Website visits are important, but they don’t really indicate whether people are engaged by your business. By using Google Analytics, you are able to view how visitors click through your site while also providing average numbers of page views per visit. Pay close attention to which webpages your customers are visiting most so you can find out which aspects of your establishment your guests are most attracted to.
MORE followers means a better reach
Social Media Followers
A large number of followers on social media means a better reach. But more importantly, a larger engagement ensures that you zero-in on your target audience. Engaging with your followers is more important than trying to gain new ones. By engaging with your existing audience, you are able to boost your likes and shares, and increase your conversion.
Always aim to increase the percentage of traffic
Traffic Sources
Use your traffic sources to determine how users are getting to your site. Determine which websites they are coming from and which keywords they use. Always aim to increase the percentage of traffic that comes to the site via specific keywords that are being highlighted in your marketing efforts which are unique to your hotel or brand.
Knowing how to measure the success of your digital marketing campaigns saves you a lot of stress down the road.
You no longer need to guess whether you’re wasting your time with various campaigns. You can adjust or turn off campaigns that aren’t working, or you can sharpen campaigns to really hone in on your goals. Follow these metrics and with the proper planning and right aim at your target, your hotel will most likely get good news in terms of the success of your digital marketing campaigns.
