Digital Marketing Strategy Checklist - Free Download | Page 5
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8. DESIGN WORK
o Make a note of all platforms you need design work for
o Ensure your message will work (image dimensions, text limitations) on each platform – but
make sure your ‘hero shot’ and key message are consistent
o Make sure all design work is tested on mobile – some hotels have almost 60% of their traffic
from mobile, and 98% of Facebook’s revenue is from mobile devices
Tips: don’t compromise on quality of image – you’re representing your brand! Also, people
connect well to adverts that evoke emotion.
9. LAUNCH AND TEST CAMPAIGN
o Proofread everything
o Test everything
Take a step back – does everything look and work the way it should If it’s an offer set up in your
booking engine, do a test booking.
Is all the relevant tracking set up For platforms like Facebook, you can run multiple variations
of the ad, and then, when the tracking shows which performs most successfully (after the first
few days, usually), you can pause those that don’t perform well.
Tools to help:
- Bit.ly: This is a great tool to use when posting links to social media platforms and
provides you with extra data regarding click and engagement activity. It also shortens
your link so it looks cleaner and takes up less character spaces. Particularly useful for
- Google URL Builder: this tool allows you to customise your URLs so you can clearly see
your campaign performance data within your google analytics account.
10. REPORT AND MEASURE SUCCESS
o Check daily performance: look at key KPIs and goals set in earlier steps
o Keep notes on what’s working the best. Give it time – Rome wasn’t built in a day!
o When your campaign is over, prepare a report on how each platform performed: include all
engagement and e-commerce metrics. This will help immensely with all future campaigns.