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Understanding the Value of Online Marketing: 5 Strategies for Increasing Your Bottom Line

HomeAway Software For Professionals

Breakfast Seminars Hawaii April 2013

Website

Mobile

Search Engine Optimization (SEO)

Email Marketing

Social Media

5 Strategies Bottom Line

Custom Website1. Review the Effectiveness of Your Website

• Brand Your Site - Sell the Experience - Promote Your Expertise

Calls To Action - Clear, concise - What do you REALLY want them to do?

Book Now - Simplify the Booking Process - Integrated Booking Engine (Bonus for SEO!) - Tools Your Guests and Homeowners will use

Quality Custom Website

This….

NotThis…

Mobile Website

Mobile

2. Review Your Mobile Strategy

• Analyze - How is traffic coming to your site? - Who, What, Why and How

Invest in Mobile - Increase # of rentals - Increase # of owners - Increase in Guest Satisfaction

Online ‘Promotion’

SEO

3. Refine Your SEO Strategy

Content is King! - Quality, Relevant and Fresh - Link Building (Think Votes!)

Google Analytics - Organic traffic = #1 Revenue Source - Identify what’s driving conversion rates (search, display, email, social, etc.)

Remarketing

http://www.google.com/insidesearch/howsearchworks/thestory/index.html

Measure Assisted Conversions

Email Marketing

• Keep a clean, up to date list

• Don’t use 3rd party lists when you can avoid it

• Get as much information as possible

• Segment

• Frequency and Timing

4. Develop an Email Marketing Strategy

• Close to 5M Emails Sent• Over $24M in Revenue• Total AVG ROI > $165*

2012 Visual Data Systems Email Marketing Stats

Social Media

5. Develop a Manageable Social Media Strategy

Focus on 1 Business Objective (Awareness, Sales, Loyalty, Retention, etc.)

Define Success Metrics (Likes vs. Engagement)

The Human Factor

Create a Channel Plan (Facebook, Twitter, etc.)

1. Custom Website Brand Calls to Action Book Now

2. Mobile Analyze Develop a Strategy Invest

3. SEO Content Links Get Social

4. Email Marketing List Segmentation Frequency Timing

5. Social Media Promote Define Success Metrics Engage

5 Strategies for Increasing Your Bottom Line

Susan DeCourcey, Visual Data Systemssusand@vdsys.com

410-964-8665 ex 276www.VDSYS.com

Visual Data Systems

Susan DeCourcey Vice President of Client Solutions

SusanD@vdsys.com410-964-8665 Ext. 276

• Custom Web Design – Software Integration• Mobile Marketing• Email Marketing• Website Promotion• Consulting