Get Personal: 3 Easy Ways to Personalise Your Marketing Content
Monday 16th April 2018
Every hotelier knows that offering a personalised service goes a long way when it comes to creating a top-notch guest experience. But this is also true of your marketing. The more targeted your messaging, the more effective your marketing content will be.
Here are a just a few ways you can incorporate more personalisation into your marketing strategy.
Personalising your email marketing content can help you achieve higher open rates and increase those all important click-throughs. Including fields which populate with the recipient’s first name can help capture the reader’s attention, while subject lines that feature language that speaks directly to the user such as ‘15% off – just for you’ or ‘We’ve found your perfect break’ can help encourage users to open the email.
Another way to give your email marketing a personal touch is through follow-up offers. After running a ‘Win a short break’ competition for our client, Luxury Lodges, with the aim to increase social media followers, we sent a timely follow-up email to all entrants who didn’t win offering them £200 off their next booking. By addressing the user directly with language such as ‘You’re still a winner’ and ‘We’re sorry you didn’t win, but we have an exclusive offer just for you’, the email achieved an open rate of 54% and click-through rate of 18%.
Another great way to personalise your marketing content is by using location targeting on your website. This involves targeting the user with a pop up that features content which is tailored to their specific location and IP address.
Dynamic content not only helps you to capture the user’s attention as soon as they land on your website, but it also enables you to target certain audiences with specific offers and packages. For example, if your hotel is based in the countryside, you could target users in London with content such as ‘Escape to the country’ or ‘Enjoy a weekend away from the big smoke’ when highlighting specific breaks.
You could even create content that focuses on journey times, particularly if your hotel is in a major city, i.e. ‘With regular flights from London to Edinburgh taking just over an hour, you could be enjoying a short break in Scotland’s capital sooner than you think’.
With Facebook advertising, you have an amazing amount of data at your fingertips. This data can help you to target the right people with the right content at the right time. Facebook can capture all sorts of information about its users including location, interests, and relationship status, and utilising this data can help you develop a more personalised approach to your marketing strategy.
Following the launch of their new website, our client, Alexander Hotels, wanted to drive wedding enquiries and increase traffic to their site. In addition to running display retargeting ads, which were served to users that had already visited the client’s website, we ran a series of Facebook ads that targeted new audiences based on their location, relationship status, age, and interests. We also targeted the friends of those who matched the desired profile, and as a result, the campaign achieved the following across all four hotels over a period of just 2 weeks:
Total Facebook performance
- 1,796 link clicks
- 67,458 reach
- 140,729 impressions
Total campaign results
- 553 wedding brochure downloads
- 47 wedding enquiries
As you can see, there are plenty of simple, but effective, ways to introduce more personalisation into your marketing strategy. To find out more about the best ways to personalise your hotel’s content, please feel free to get in touch.