When it comes to digital marketing, Four Seasons is leading the pack in the hotel industry...but it wasn't always that way.
We’re sharing key insights from Emily Taylor’s Vancouver Digital Marketing Workshop – aspiring marketers, take note!
Step 1: Define the business GOAL: “Our ultimate goal is…”
Step 2: Assign strategic ACTIONS: “We’ll achieve it by…”
Step 3: Identify your AUDIENCE: “Our target market is…”
Step 4: Find your NICHE: “Our niche in the marketplace is…”
Step 5: Craft your VOICE: “Our unique brand identity is…”
Step 6: Fill your TOOLBOX: “The tools we can use are…”
Step 7: Decide your success METRICS: “We’ve succeeded when…”
What’s in Emily’s TOOLBOX:
Buffer: Great for scheduling content across social networks
Mention: This will help with tracking web mentions
Sunrise Calendar: Useful for combining calendars; editorial calendars, etc.
Tradable Bits Stream: Excellent tool for collecting, curating, sharing user-generated content about you
Active Inbox : For organizing emails into tasks with deadlines
Google Analytics Page Analytics plugin for Chrome: For tracking website activity
***Caveat: The best tools are the ones that align with your goals, actions and audience. Don’t ever let someone tell you that one tool is right for everyone!***