Marketing tips

Increase the direct bookings of the British market with these simple tips.

Up to now, the United Kingdom has been the primary source of tourists visiting Spain, but after the demise of Thomas Cook and Brexit, logic appears to cast doubt on whether this state of affairs will continue. Although the general mood in the tourism sector is one of relative tranquillity, the annual holiday in Spain has become an important part of British culture, therefore it is important to try to forecast how things may change after these tumultuous events.

So, if you are from the hotel sector, and you want to keep your direct bookings flooding in, then keep in mind the following 4 marketing tips:

Study the behaviour of the market and the levels of demand.

Having a solid understanding of the socio-economic situation of the British market, in addition to a perspective on the demand for your services, is crucial when it comes to planning.
To do this, it can be helpful to consult the daily press to find out the latest news, as well as analyse studies or reports that may shed any light on the British tourist trends, their wishes or preferences, for example.
The objective is to gather as much knowledge as possible, this allows you to create more precise marketing strategies and to identify possible alternatives that you have not yet considered.

Maximise your Customization.

Defining your target buyer is another key to gaining an understanding of both your existing customers and potential customers, this allows you to create the right content and customize your campaigns to the fullest.
At this point, it would be interesting to review your history of British leads in your database to detect any possible behavioural patterns within recent years, such as what information they consume and how.
That way, you can find out what their needs, your campaigns can be better focused and segmented.

Take advantage of key dates to launch more aggressive campaigns.

The British Pound has already begun to decline, affecting the purchasing power of the British.
Therefore, the smartest thing to do is to organize your calendar, marking the most popular holidays in the United Kingdom and design tailored and creative campaigns that offer tempting discounts to your potential audience. A very important aspect to keep in mind is that each campaign should be more aggressive and shorter lived.

Power other countries.

As saying goes, you should never put all your eggs in one basket, so now it is time to expand horizons and strengthen those markets that you may have previously marginalized. The study which other nationalities have visited your website and in what proportion, armed with this knowledge, allocate more resources to those which you believe will give you greater results.

Keep in mind that one of the consequences of the loss of Thomas Cook’s is that tourists have lost confidence in the traditional travel agencies both online and high street, and they are now turning to alternatives such as direct booking, it is essential that you take advantage of this momentum and reinforce it with the advice given above.

So, to minimise any possible impact, the most important factor is to anticipate your market, continue to advance and strengthen direct bookings.


Nuestras cosas

Aumentar las ventas online.

Los anunciantes nos preguntan con frecuencia qué es lo que pueden hacer para mejorar los resultados de sus programas de afiliación.

Debemos tener en cuenta que el marketing de afiliación debe ser una relación donde todas las partes ganen, tanto el anunciante, como el afiliado.

Para que los afiliados puedan realizar su trabajo bien debemos proveerles de unas determinadas herramientas, pero para que realmente se conviertan en apóstoles de nuestra marca, debemos tener en cuenta una serie de factores:

Cuida el diseño de tu web, los afiliados habitualmente trabajan a comisión por venta, por lo que es extremadamente importante cuidar los procesos de conversión. El ratio de conversión será una de las cosas que los afiliados tengan más en cuenta a la hora de promocionaros, ya que va a determinar la rentabilidad de las campañas. A los afiliados no les gustan los teléfonos demasiado prominentes, las páginas rotas, banners que distraen al usuario de la consecución de la venta, procesos de venta demasiado largos o engorrosos, etc.

Sé proactivo realizando otras campañas publicitarias, te será más fácil captar afiliados interesantes, ya que serás más conocido entre los publishers. Normalmente, los diferentes canales publicitarios generan sinergias entre sí, por lo que a los publishers les resultará más sencillo generar ventas para una determinada marca si ésta tiene campañas publicitarias que son conocidas entre los usuarios finales.

– Ten un buen catálogo de productos y actualízalo permanentemente. Anuncia el lanzamiento de nuevos productos y promueve que tus afiliados los promocionen mediante creatividades y ofertas específicas. Utiliza códigos promocionales para comunicar las ofertas, deeplinks para enviar a los usuarios a las páginas de producto y para facilitar la sindicación de contenidos, cobranded pages para premiar a tus principales partners principales y banners de calidad y personalizados.

El ratio de cancelación no debe ser demasiado alto, si debemos poner un máximo, debería ser el 20%. Los afiliados se desmotivarán si ven que no van a cobrar comisiones porque un alto porcentaje de las ventas que obtienen son canceladas.

Haz marketing al canal. Establece relaciones directas con los principales afiliados, pregúntales que es lo que necesitan, cuida tu reputación en los foros, haz publicidad en las consolas de las redes para ganar visibilidad entre los afiliados.

Puntualidad en los pagos: es posiblemente el punto más importante, la puntualidad en los pagos será muy valorada entre los afiliados que ya han hecho una inversión previa en horas de trabajo y medios. La mayoría de los afiliados preferirán trabajar con anunciantes que tengan plazos de pago cortos, como 30 días, aunque las comisiones sean un poco menores que aquellos que pagan a 90-120 días.

El código de tracking es fundamental en performance marketing, ya que su función es registrar las ventas de los afiliados. Es muy importante usar un sistema de tracking que sea fiable y mantenerlo en buen estado. Si el tracking se cae en vuestra web, los afiliados se darán cuenta, y si el problema persiste, dejarán de promocionaros. Es importante por otro lado establecer sistemas de atribución y de duplicación justos, ya que en muchos casos son el único canal no retribuido, pudiendo llegar este porcentaje en muchos casos hasta el 30% de las ventas.

Invierte en tus principales afiliados, mediante la compra de posicionamientos destacados en sus webs, harán que te conviertas en uno de sus merchants favoritos y que te tengan en consideración para sus campañas especiales.

Siempre que se sigan estas sencillas indicaciones y que se cuiden las relaciones con tus afiliados, conseguirás que éstos sean unos autnticos fan de tu marca, lo que inevitablemente llevará al bien común que ambos, anunciante y afiliado, buscan que es la conversión de la venta.


Our news

increase sales rate.

Advertisers often ask us what they can do to improve upon their affiliate marketing results.

What we need to remember is that affiliate marketing is based upon a relationship where everyone is a winner: the advertiser as well as the affiliate.

We provide the affiliates with a tool kit to optimize their performance, but to transform them into brand advocates we need to take the following into account:

Review your web design: Affiliates mostly work on commission based sales, so it is therefore very important to continually review the conversion process. The target conversion rate is one of the prime concerns when launching a promotion, it helps them to establish the profitability of the campaign. Affiliates don´t like telephone numbers to be too prominent, broken links, banners that distract the user from completing the sale and checkouts that are too complex or too drawn out.

Be proactive, carry out other advertising campaigns: Generally, by using different advertising channels you can generate synergies, the more your brand is known amongst affiliates, the easier it will become for you to recruit new and interesting publishers; it is easier for advertisers to generate sales when the brand is familiar to the end user.

Maintain a constantly updated and complete product catalogue: When announcing a new product launch, get your affiliates to promote it by the use of special offers and creativities. Use promo codes to publicize the offers, use deeplinks to send users to the product web pages and to make the syndication of your content easier, employ cobranded pages to reward your main partners and make use of personalized quality banners.

The cancellation rate shouldn´t be too high: At a maximum it should be no more than 20%. Your affiliates will soon become demoralized if they are not getting commission due to a high number of cancellations.

Do Business to Business marketing: Create relationships with your main affiliates, find out what they need, review your presence on the forums and publicize on social media to gain visibility amongst affiliates.

Pay on time: This is quite possibly the most important point. Payment on time is highly valued between affiliates whom have made an initial investment of both time and resources. The majority of affiliates prefer to work with advertisers that offer 30 day payment terms even though their commission rates might be slightly less than those who offer 90-120 days.

The tracking code is fundamental in performance marketing: Tracking codes are designed to register affiliate sales. It is very important to employ a trustworthy tracking system that is easy to maintain. If the tracking on your website fails, affiliates will soon notice, if the problem persists they may stop promoting you. On the other hand, it is important to establish a fair system for attribution and duplication, as this can represent as much as up to 30% of the sales and it is an area that is often overlooked.

Invest in your main affiliates: Buy sponsored slots on their web pages so that you become one of their favoured merchants and so they will remember you when they launch their own special campaigns.

As long as you follow these simple guidelines and that you nuture relationships with your affiliates, you will get them to be trully and powerful advocates of your brand, and this will inevitaly lead to the common good that advertisers and affiliates are looking for which is conversion.