Paid Search & Email Marketing - Lead Generation & Nurturing Strategies For Lloyd's Inn
As part of my Digital Marketing Immersive course at General Assembly Singapore, we were tasked to work on several projects that allowed us to put the Digital Marketing concepts and tools learnt into practice. For this project, the brief was to create a lead generation and nurturing strategy for a B2C business using Paid Search, Landing Pages and Email Marketing. My business of choice was Lloyd's Inn, a 4 star boutique hotel in Singapore. Given the highly competitive nature of the hospitality industry (especially in Search Engine Marketing), I wanted to see if the concepts and tools I had learnt could be applied in a strategic way to help even a small boutique hotel like Lloyd's Inn compete and maximize performance in this space. I used tools such as Tableau and Google Ads to execute this project. The biggest learning I took away from this project was the importance of owning (and even trademarking) a business brand name online. Otherwise in highly competitive industries like hotels, competitors or affiliate websites will likely benefit off from an unprotected brand name.