Marketing has never been more hectic ever before but Marketing Automation can be a remedy.
Thanks to the growing technology we have so many ways to reach a mass audience. But it also means that we have to manage more marketing channels. And that is why marketing automation is the demand of the hour.
Marketing Automation will ensure that your hotel is market to the right person at the right time and this can change your sales number gargantuanly.
So in this article, I will like to focus on three basic questions. And those questions are What is Marketing Automation, why we adopt it and How we can adapt it.
Marketing Automation is the process of automizing Marketing operations through sophisticated software. Different marketing actions like social media posts, emails, different kind of website action etc. that are repetitive can be automated through these software.
I will like to quote Wikipedia here
Marketing automation refers to software platforms and technologies designed for marketing departments and organizations to more effectively market on multiple channels online (such as email, social media, websites, etc.) and automate repetitive tasks.
Now when we get to know what is Marketing Automation then we also want to know what are some tools that are used for Marketing Automation.
Let us start with email automation. Email Marketing is still one of the best marketing practice.
The tool that can be used for Email Marketing Automation is Mailchimp. MailChimp is one of the most popular email automation tools as it is free. And it is a good tool to start with.
We have accounts on several social media platforms. Manual Posting on these platforms regularly is a hectic task.
If you have five social accounts on different platforms and you have to make two posts daily on each of them then it actually means that you have to do ten posts.
There are many reasons for adopting Marketing Automation and some of them are:
This reason is so obvious. Marketing Automation saves it time and it is a fact.
Just assume that in this holiday season you are offering some extras on the booking of your room. Now sending emails to hundreds or thousands of your clients through conventional email methods is a mammoth task.
Using an email automation tool will do it for you with a few clicks. Of course after first time setup.
With the help of automation tools, you can gather and use your guests’ data.
This data can be used to provide more personalized services at your hotel.
A platform which allows to collect and centralize your guest’s data gives you the superpower to understand your guest’s likings. And on the basis of this knowledge, you can direct your marketing efforts which will be more effective that way.
You can segregate the guests in different categories and then send more relevant information.
First of all, the automation of marketing prices will decrease the load on employees. With the marketing tools properly implemented your one employee will give you better results than a department.
Once you have decreased some of the expenses then you have to increase the revenue.
Marketing Automation will make your sales and customer follow-ups more effective. As things will be consistent and properly scheduled. And this will have a positive effect on your revenue and ROI.
It is not a rocket science to make your marketing efforts automated. All it needs is a will and a little bit of awareness. So here are some tips to start your marketing campaign.
Before automating the processes you must analyze that are you ready for it. Because you must have some other tools in your hotel that are more important to you.
Some of these tools are PMS, Channel Manager, and a booking engine. If you are stable with these tools and now you think that you can advance further then you can think about marketing automation.
Otherwise, you should focus on these tools first.
When you have a modern PMS or a hotel booking engine like QloApps, it will provide you with a lot of insightful stats. You can use these stats to understand your guests.
On the basis of these stats try to segment your guests. And then decide content you have to send them in which interval.
Make sure that it is not only your marketing team who is working under the hood of this task. For an example of email marketing, you need guest emails.
So put your staff on work. Because guests give much information to the staff when they are talked to. So gather this information and put them on a good use.
When you have all that is needed. It is the time to plan a schedule for your actions. You should make sure that you have marketed the right thing at the right time. This will be the main factor in deciding whether your marketing automation campaign will be a success or not.
So it is evident that marketing automation is the need of the hour. We should start thinking about them. We also discussed some points we should keep in mind while starting such a campaign.
Please share your views in the comment box and any suggestion is most welcomed.