Click rates highest in the morning: Report

According to a report by MailerMailer, most people tend to open emails between seven and ten in the morning.

Below are other findings from the July 2011 Email Marketing Metrics Report.

• Subject Lines: Emails with shorter subject lines tend to outperform those with longer lines: Subject lines with 4-15 characters generated a 14.1% open rate, whereas those containing 51 or more characters had the least amount of opened emails (9.9%). The highest click rates were generated by emails with subject lines between 16 and 27 characters long (4%). 
• Bounces by mailing frequency: Marketers who send emails more frequently garner fewer bounces. Emails that were sent to subscribers less than once a month (5.1%) generated the highest bounce rate. Emails that were sent more frequently, like once a day or more, registered the smallest bounce rate (0.4%).
• Personalisation: Personalised emails (ie personalisation in the actual message) registered an average open rate of 12.6%, compared with those containing only a personalised subject line (4.1%). Click-rate trends closely mirror open-rate trends: Messages that contained a personalised subject line only generated a 0.8% click rate, whereas personalisation in the message portion of the email generated a 3% click rate. 
• The survey also found that emails are typically opened during the morning hours of 7am and 10am. During that period, email open rates maintain a steady climb until noon, at which point, open rates begin to slowly decline.

The survey found that the average overall unique click rate at the end of 2010 was 2.9%, up from 1.6% one year earlier. Similar to open rates, click rates registered a decline from the first half to the second half of 2010.

The positive click-rate trend indicates that businesses are maintaining their database and ensuring links work properly. It also indicates that they are becoming savvier overall with how they create, design, and distribute their email campaigns. In addition, an increase in the click-rate trend may indicate that messages are becoming more relevant and contain clearer calls-to-action messaging.

If you would like more information about email marketing and how it can help your business, speak to one of the marketing consultants at TA Fastrack today on 07 3040 3588. TA Fastrack can assist you with setting up an email template and email marketing campaign.

An introduction to video

Why use video

Video is currently the fastest growing website feature for small businesses and statistics show that videos are a powerful way to communicate key selling points and are far more effective than text or photos alone. Studies show that 80% of online users recall seeing video, 52% take action and 16% make a purchase after viewing a video.

Adding video to your website can be a great way to help you improve customer relationships, increase profits and brand awareness.

How Can Video Help My Business?

Using online video to market your business can help you:

• Raise awareness of your business, products and services
• Generate word of mouth
• Improve search rankings
• Increase referrals - viewers will forward your video link to their friends and family
• Personalises your brand

There are many different online video sharing sites available. We look at the most popular ones being used.

YouTube

YouTube is currently the 2nd largest search engine in the world after Google. If you decide to post company videos, this is the place to do it.

Pros: You can reach a much bigger audience by posting your videos to YouTube compared to other sites, including iPhone and iPad users. Plus, you’ll benefit from YouTube search.

Cons: Videos are limited to 15 minutes in length.

Facebook

Facebook is another great site to share your video with your fans. They will be able to view it whenever they wish and forward it to their friends and family to also view.

Pros: You can tag Facebook friends and colleagues in videos. This will send them a notification, encouraging them to watch and share.

Cons: Your videos won’t reach as wide an audience as on YouTube, and it won't be indexed or searchable with Google. This means people can't search or find your video using Google.

Vimeo

Vimeo is great for high-end videos like documentaries, short features, and full-length movies that are longer than 15 minutes.

Pros: You can post videos longer than 15 minutes. Vimeo also accepts High Quality HD video.

Cons: Your videos won’t reach as wide an audience as on YouTube. There is also the option to purchase a premium account with Vimeo if you wish to take advantage of all Vimeo’s great features.

Blip.tv

Blip.tv is perfect if you're creating online TV shows and generating revenue from your content.

Pros: You can create a personalized channel that is easy to embed on your website or blog. Monetizing your content is also simple and encouraged.

Cons: Your videos won't reach as wide an audience as on YouTube. The site is more obscure and can be complicated for beginners, compared to YouTube or Facebook.


So what are you waiting for? Get started with an online video now for your business. If you would like more information about getting a professional video for your business, speak to one of the marketing consultants at TA Fastrack today.

How to Get your Hotel’s Facebook Account to Stand Out

Avoid using Facebook simply to post your promotions and packages that you already have on your website. Below are five tips on how you can stand out from the rest.

1. Your posts are boring.
Get your fans involved and ensure they feel a part of your community.  Encourage your fans to post comments, pictures and videos of their holiday or stay at your hotel. Actively engage with your customers with organized, quality content and brand new, up-to-date information about what's happenin at your hotel, the area, upcoming events etc.

2. You don’t have a social media roadmap.
If you don’t have a map, chances are you won’t make it to your destination, especially if it’s in an unfamiliar area. Outline your objectives and goals so you can coordinate your marketing efforts and cross-utilize the various social media applications that will work best for each of your targeted market segments. It is essential to know what you plan to do, how you plan to do it and, most importantly, why you are doing it in the first place. 

3. Your promotions are just like everyone else’s.
According to the 2010 Social Media Marketing Industry Report, more than 75% of marketers plan on increasing their use of Facebook in 2011. But with more than 5 million active Facebook business pages, how do you get your promotions and your page to stand out from all of the others? Avoid using Facebook simply to post your packages and promotions that you already promote on your website. Give your facebook followers special perks and discounts that they can’t get anywhere else. Eg, a free upgrade for the first 10 people that redeem the coupon using a special facebook promotion code, or a facebook only sale for one day only. Th options are endless!

4. Guests have no reason to keep you in their primary news feed.
Remember Field of Dreams and the whispered message to Kevin Costner, “If you build it, they will come.” They might come once, but will they stick around or make a repeat visit? Take a long, hard look at your business facebook page. Are the posts lively, compelling and unique? There’s nothing worse than a dull Facebook page. Take photos of staff and put them on Facebook - personalise your page and let followers know more about the people behind your business. Take photos of guests during check-in or check-out or at an event you held and tag them.

Make the most of your facebook page’s tab settings by distributing special offers and coupons or holding contests and sweepstakes (be sure to follow Facebook’s full terms and conditions). The idea of winning something is a great incentive to keep fans coming back for more, not to mention it helps to attract new fans. Reward your loyal supporters and don’t forget to remind your users to like and share.

5. Commitment! 
Your Facebook page is a daily commitment, so if you're not ready, don’t go there. If you strive for one post a day, you’re on track to creating a successful page. Watch the activity on your page and post when your followers are most active, usually between mid-morning and mid-afternoon. And don't be afraid to mix it up by posting observations, tips, travel-related topics, breaking news and, without fail, open-ended questions to get followers to join in the conversation. 

If you want to be liked, you have to be likeable. Test various approaches to determine what works best with your fan base. Show your personality, be warm and inviting and have fun with your page!

For more information on how to get your property’s Facebook page to stand out from others and drive more bookings to your website, please contact one of the marketing consultants on +61 7 3040 3588. TA Fastrack can also assist with a personalised welcome page design for your facebook page. Call us now to find out more.

10 Types Of Tweets That Work Best For Hotels

If you’re running out of things to tweet about, then we have some ideas for you...

1) Respond to questions, comments and mentions.
For many hotels, Twitter still remains a service and conversational medium. The majority of content should be @replies to people talking about your hotels, your brand, or your area. Responses to yoru followers build relationships and show that it’s not all about pushing commercial messages.

2) Retweeting positive feedback.
Retweeting positive messages from customers will act as salespeople for your brand. You don’t need to share every comment, but the occasional recommendation as a retweet will show you that acknowledge advocates and appreciate their comments.

3) Retweeting other resources.
This helps you curate what is cool while giving credit to the source. You could always tweet links directly, but retweeting other content will help build important relationships by raising their own Twitter profile. Plus, retweets introduce your followers to new sources of information.

4) Sharing recommendations.
This strategy helps build a brand personality. Lifestyle information can be very popular on Twitter, so define the image you are building and then share information and recommendations around this.

5) Spotlighting media mentions.
If your hotel get mentioned in the media, pass that information along to your Twitter followers. Highlighting stories on Twitter can amplify the coverage by providing an opportunity for additional exposure through retweets and viral word of mouth.

6) Ask questions.
Twitter can act as a 24/7 virtual focus group, and can be a powerful way to do market research. Next time you have a question - or would like to get a second opinion – ask your followers what they think. Eg a menu change, what they think of the new paint colour for your renovations etc

7) Running contests.
Some of the best contests leverage the power of questions to increase participation. Eg ask your followers to submit their favourite thing about the location/area.

8) Offering real-time information.
Twitter is by design a real-time media format, and this can be very helpful when up-to-the-minute information is required. We see this often in breaking news situations: Twitter becomes the best source for knowing what is happening right now.

In the context of hotels and hospitality, it is possible to use this real-time medium eg if there is a storm or bad weather. By following and acting quickly on a news event, you can help stranded travellers. It can also work well for events, sharing timely tips for attendees.

9) Sharing personal thoughts.
Depending on the voice and style you want to communicate in your Twitter account, it may be appropriate to include personal thoughts in your hotels’ Twitter stream. Typically this approach works best for small hotels where the owner also acts as the public spokesperson. Eg instead of just promoting your hotel services and promotions, you can include links and resources on topics you’re interested in, such as food, travel, design etc. It brings a personality to your brand.

10) Staff recruitment.
Twitter can be a valuable way to recruit talented team members. You can use Twitter to offer career advice, CV tips, and guidance to potential applicants.

For more information about social media marketing, speak to one of the marketing consultants at TA Fastrack today on 07 3040 3588.

Does Your Property Need a Website Design Makeover?

People always say, “don’t judge a book by its cover.” Well, it sounds nice, but people usually don’t take the advice, and often do judge a book by its cover. Whether it’s right or wrong is another topic, but it happens for all sorts of things, including hotel websites.

Based on an instant feeling from the look and feel of your property’s website, a travel shopper can move on faster than the speed of light. This is the worst case scenario for any property. After all, the shopper’s interest is not the only thing lost. You can kiss increased online bookings, revenue, branding and potential guest loyalty goodbye.

Let’s review five signs that your site needs a makeover. If none of these apply to your property, you’re in good shape. If any of them do apply, it’s time to make some tweaks.

Five signs that scream YES!

1) Dated Imagery
How current are the photos on your website - have they been updated in the last year or two? Have your property’s rooms recently been remodelled? 

Photos, especially if they’re rotating in flash or the largest feature on the page, are what visitors notice first, meaning photos should constantly be up to date and professional. If a visitor sees photos of a dim, empty lobby and a room with old TVs and fixtures, it may immediately cause them to start their search over. And hiring a professional photographer is usually worth it in the long run. The difference between professional photos and random photos taken by the hotel staff can be significant.

2) Non-compelling Imagery
Does you property look empty, with no cars in the parking lot, or zero guests walking the grounds?  Does your property have vibrant photos of local attractions – whether it’s the outdoors, shopping areas, theme parks, etc.? 

Your property’s website should have exciting, professional photos at all times, especially on the homepage, since it’s seen by nearly 100% of your website visitors. Don’t have two rotating photos of an empty lobby and a bed. Have four rotating photos of guest/staff interaction in the lobby, a wide angle of one your best rooms, an active pool that show guests relaxing, and most importantly, a photo of nearby local attractions, such as people enjoying a theme park, businessmen interacting at a convention centre or hikers enjoying the outdoors.

3) Non-engaging Content
Does your site’s content instantly spark interest in the travel shopper?
With the short attention span of consumers and the assault of ads and content they’re exposed to, they hardly ever read an entire page worth, but they do at least skim it… after they’ve been engaged with the imagery of course.

Besides the fact that your content has to be written with keywords and key phrases to help with search engine rankings, it’s crucial that it sells what the travel shopper wants. If you’re a luxury resort, you should sell the luxuries and amenities of your property – things like a spa and room service. You should also, even on the homepage, have relevant content about local attractions or demand generators. Often times, guests search for a property with close proximity to a place or event, not just for the property itself. If you’re located within a mile from the zoo or a botanical garden, emphasize that in your content. Capitalize on your proximity to the attractions, and try to form an emotional connection with the shoppers immediately.

4) Poor Navigation
Is your site map organized in a manner that’s easy for visitors to navigate?
Once a visitor sticks on your website, easy navigation is a must.  First and foremost, no matter where a visitor navigates to, there should always be a clear link directly back to the homepage.  Think about the goals of your website, and make sure the most important links are prominent and easy to reach from anywhere.

Second, the booking engine should be a distinct call to action on the homepage, always above the page break. Visitors should be able to quickly select a date range and click search. Third, don’t have too many sub pages on different levels. If a visitor clicks on “Event Space” from the homepage, gets to a second page, clicks on “Ballroom,” gets to a third page and clicks on “Weddings,” before clicking to yet another “Bride and Groom” page, then it’s too deep in the navigation. A visitor should never have to go through more than two or three clicks from the homepage to navigate anywhere on your site.

5) Alarming Website Statistics
Are travel shoppers staying on your site longer and viewing more pages than they did last year? Is your site ranking higher in the search engines for crucial keywords and phrases? Is your overall site traffic growing?                                              

All of these questions and more need to be answered regularly at your property. Review how shoppers find your site, which pages they are visiting and how much time they’re spending there. Look at your Web analytics, and learn what every statistic means to your bottom line. These are key indicators about how well you’re engaging shoppers, and how you can improve your site to increase online bookings.  An overall “health review” of your site should be done quarterly.

So, your site does or doesn’t need a makeover…
Now that you’ve thought more about your property’s website and considered the aforementioned five potential issues, how do you feel about your site? Does it need a design and/or layout makeover. Do you feel your visitors are engaged with photos and content and compelled to book? Your website is your 24/7 sales tool, so it must be up to par to consistently fill the rooms.

If your property clearly does not have any of these five issues, chance are, the design and layout is in excellent shape. But if any of these signs ring true, whether it’s one or all five, it’s probably time for a site revision, including updated images and content and a professionally diagrammed layout.

This is where hiring an hotel Internet marketing company would be beneficial. A content management system that allows you to make updates to the site without much design or technical knowledge is also a cost-effective, beneficial option.  Because after all, improving your site will only help increase the time visitors spend on it, which will in turn, boost your direct online reservations.


For more information about website design and development, speak to one of the marketing consultants at TA Fastrack today on 07 3040 3588.

Our Top Tips to Start Using Social Media

Treat it like a party!
Your team should have fun while conversing with your target audience. Keep it light and fun – no need for corporate speak! Bring your personality across when you ‘speak’ with your followers!

Address issues in a timely and honest fashion.
Try to respond to your customers within 24 hours where possible. Be transparent and let them know that you appreciate their feedback and what you’re doing to solve the problem. Integrity matters!

Involve multiple departments
Get your HR, customer service, PR, IT, Marketing department involved! If you don’t deal with them while you’re setting up the program, you will have to deal with them later!

It’s OK to fail.
Don’t be afraid to try something new. If it doesn’t work, stop doing it! Don’t be afraid to push the limit. There’s no shame in trying and failing. It’s not trying and not failing that will get you in trouble.

Dedicate someone to oversee the efforts.
It’s good to have multiple people involved, but not having a point person will result in chaos. Putting someone in charge is never a bad thing.

Create relevant and valuable content.
Give your followers content that they are interested in.

Get to know the people who can help you.
Reach out to bloggers. Understand what blog seeding is, and give bloggers something to work with. Having friends in all the right places is never a bad thing! This means you need to be totally committed to the platform and engaged in the process. It’s no different than the chief maintenance guy at your hotel knowing the best plumbers in town.

Learn how search engines work.
It never fails to know how it all works...

Have a message and a reason for it.
Simply having a social media presence for the sake of having one isn’t worth the effort. Everyone on your team should know your message. This sounds so simple, but it is probably the most abused tip of all. Too many social media platforms exist for the sole purpose of the owner being able to say they have one.

It’s not a popularity contest.
The number of followers you have isn’t as important as the quality of the people interacting with you. Quality, not quantity counts here.

For more information about social media marketing, speak to one of the marketing consultants at TA Fastrack today on 07 3040 3588.

3 Ways To Tap Into The Power Of Social Media

Over 75% of Internet consumers use social media in some form or other, so if you're not using it you may be missing out on a big opportunity. Getting involved doesn't have to be complicated.

Here are three things you can do to get in the game.

Start a blog
Blogs are easy to create and maintain. You can use blogspot or wordpress to set up a blog and you won't even need to consult a web developer for help! Best of all, it’s free to set up a blog account with these sites.

The key is to create high quality content that is relevant to your target audience. Keep it consistent and keep it real. Other than that, just have fun with it! Some suggestions for blog posts include:

• Industry-specific tips and insights
• Special offers or give-aways
• Analysis of recent news items
• Product tutorials
• Humorous anecdotes
• Interviews with employees, customers or partners

Start a Facebook page
Facebook is one of the most popular sites in the world (along with Google). To get started, simply create a Facebook page where you can post updates, link to your blog articles, and receive feedback from your customers. As you post relevant content and interact with customers on your Facebook page, your fan base and your revenue will grow.

Post videos on YouTube
If a picture is worth a 1,000 words, a video must be worth 1,000 pictures (and 1,000,000 words)! Plus videos get priority in search engine results and allow you to show a little personality. Start with a video on your company, resort, staff members and build your video library from there.

If you implement these social media elements in your marketing, you'll be pleasantly surprised by the raving fans waiting for you.

If you would like more information about facebook marketing or how you can maximise social media for your business, speak to one of the marketing consultants at TA Fastrack today on 07 3040 3588.