In this podcast recording, Stephanie Smith, Founder of Cogwheel Marketing, and Trevor Grant of Revenue Hub, have an in-depth conversation about performing the proper marketing audit.

Stephanie outlines why she feels the ideology around the digital marketing budget needs to evolve, rather than asking the question “How much am I going to spend?” we should be asking “Am I spending in the right place?” – and this is where the marketing audit comes in as a first step.

It is about fixing problems in your customer journey, not about tactics.

Highlights from Podcast on Hotel Marketing Audit

  • Why is a marketing audit so important (3:00)
  • Problems a hotel marketing audit can identify (6:00)
  • Ecospheres – Social, Reviews, Google, OTAs (7:30)
  • Competitive set – Moving beyond traditional hotel competitor analysis (11:34)
  • Evaluate what your doing well or not doing well (17:33)
  • Surely a 12 month budget is not realistic (21:19)

How to Conduct an Audit of your Hotel’s Total Online Presence

To learn more about the problems you could potentially identify with your hotel, we break out the steps to how to view your total online presence.

*This podcast was originally recorded and reposted with permission from Revenue Hub. Full transcript available at Revenue Hub.

About Cogwheel Marketing

Cogwheel®️ Analytics is a hotel digital marketing reporting and business intelligence tool for hotel management companies and ownership groups of both branded and independent hotels. It aggregates data from multiple sources to allow companies to identify trends and opportunities, in both portfolio and individual hotel level views. It provides an online scorecard with benchmarks against other hotels to identify gaps in your total online presence, similar to a STAR report. With one-click reports, owners and operators can understand the efforts made towards gaining more exposure across the customer journey. Unlike most tools in the hospitality industry, Cogwheel Analytics primarily focuses on booked revenue, not consumed, to map the various data points up to the point of conversion. Sample data points include channel mix, website performance, social media and paid efforts including OTA Ads, MetaSearch and Google SEM.

Stephanie Smith
Founder and Digital Matriarch
+1 540 239 1052

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