A hotel marketer explains a six-circle digital marketing strategy to boost revenue. The approach targets specific geographies, booking patterns, and timing, using paid campaigns and storytelling across channels to maximize ROI.
Hi and welcome to the Askavyaria show. Last episode we spoke about startups. This time I want to talk about how social media stories are going viral. Paid, paid, paid. Everybody is getting upset with paid campaigns. I don't see the reason why. Facebook has been building up for the last few years to make sure that one day they make money and they are charging a decent price to make sure that overnight you become a success. Secondly, any kind of campaign you want to do, you can test and if you don't like it, change it tomorrow. So I don't understand what is the hue and cry about going for paid campaigns? Please understand, you might be a startup, you might be a mid sized business, or you might be a multi billion dollar giant. If you're not ready to invest in paid digital, you're not getting far. So invest in paid digital, get your stories out there. Number two, come on, become a storyteller. You cannot have corporatized general jargon to say this is the kind of business I'm doing. Make a story, tell a story. Everybody wants to hear a story about your business. You could be a hotel, you could be a real estate agent, or you could be a chartered accountant, or you could be any kind of a professional or a business. Everybody wants to know why you started, what's the problem you're solving, who are the people in your business and that is what will help you win the business. So on digital, use social media to convey your story, convey your messages. There are many apps available online and on the iPhone and the Android, try to use those. Now getting into the scene of digital. This week a lot of stories which went viral, went viral at the wrong time. I always mention the six circles. I hope and I will put a screen out here to tell you about how the six circles works every time that you want to start digital marketing for your brand here. In this case we'll take an example of a hotel. So this is your hotel. The first circle around it is the six geographies that you get business from in your domestic arena. So if your hotel is in Goa, what are the six geographies that give you business? So you get business from Punjab, you get business from Gujarat, you get business from other geographies. The second circle is the six geographies from around the world. So you get business for your hotel in Goa, you get business from London, you get business from Paris, Germany, America. The third circle is what time are these people coming? Are the Germans coming in November, December? Are the British coming in at a different time of the year? The fourth cycle is when are they booking. So they might be coming at one time, but they might be booking three months prior. The guy from Dubai might be booking last minute, somebody from America might be booking a year in advance. The fifth cycle is what are they booking? Are they coming for three nights, four days, are they coming for five nights? Are they looking for all inclusive holidays? And the sixth cycle is what kind of revenue are they giving historically? You know, different nationalities, domestic or international for your hotel are giving different kind of prices. Once you have these six cycles mapped out for your business, your digital strategy is up to go. And if you're working with an agency or if you're doing your social media or, or if you're working with your CM or if you're the CM of a company without a six circles plan, I don't think digital is going to work for you. After you've done your six circles, then you choose second step is to choose what channel you're going to promote. Are you going to go Facebook, Are you going to go Instagram? Are you going to go campaign wise? If you don't have that clarity then you're going to basically plaster social media. You're going to waste money and not going to see any results. So choose your channels wisely. If you're a jewelry brand, why not Instagram? It does wonders to your products. I've always said that Pinterest and Instagram, I love, love, love those channels because those are the search engines that we are building for the future. Those are pictorial search engines. I know Google and Bing and Yahoo have image searches, but the image searches of the future are Pinterest and those tag your images, send your images, send your hotel images, jewelry images because those are going to be the search engines of the world. And when people type they're going to see your product. What can be better than that? So use Pinterest and Instagram like that. Many other informational channels are coming in. Some are promoting only tutorials, some are just for jewelry. So those things are going to find their niches very soon. But right now Pinterest and Instagram can work for almost every brand going forward. Always ensure that you have a perfect revenue strategy. What is the kind of revenue? If you're selling artificial jewelry, are you going to be able to sell it at five to ten dollars? What channel do you use for that? Artificial. Do you have a call to action in your campaign? And if you're spending $5, are you getting 15 in return from Facebook? On Google you might have to spend three times the amount to get the same return. So you have to have a different ROI plan for your social media, going to Facebook and Pinterest and for Google. So if you're working with an agency or you're working with an individual, or if you're planning your own strategy, make sure that the third step is planned most prominently and most properly. For example, making sure what amount of money you're going to put on Facebook and what you want to put on Google. And then what are you going to do to drive business directly to your website and what are you going to do to drive business directly to your social media channels? Keeping all these things in mind, make sure first you start with the six senses and then go all the way there and finish your strategy. I hope this video helped in understanding where the ecosystem lies today and where you have to make your strategy works. Step one Step two Step three Pan these out. Look at this video again. Have a look a few times. Send me your comments. Let us know if you have any questions. We would be more than happy to help you actually figure out a strategy for your business. And once a strategy like this is made, the digital environment in this country and around the world is so huge that you will make money. According to me, almost every brand can make money if they know how to work these channels. They and they know where not to make these mistakes. And that's the idea of these videos. We learn from our clients. We learn from our experience. We learn from the digital ecosystem. We learn from the travels that we do around the world and bring you all these learnings. Feel free to go through the video again and implement some of these changes in your business and hope you make a lot of money in the whole digital ecosystem. Thank you very much for watching and we look forward to getting your comments on the Ask a Vyaraya show. Once again, thanks very much. If we've been able to make an impact to your digital marketing strategy, if you learned something from this video, encourage us. Fuel us with more excitement to make more videos for us by doing just one thing. Subscribe. Subscribe. Subscribe to this channel and subscribe now.
