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How to Drive Website Traffic That Books

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BEYOND DISPLAY:HOW TO DRIVE TRAFFIC THAT BOOKS

Tweet at us @VeUnitedStates @D1G1TAL_ALCHEMY #DriveResults

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Connect with us - LiveWe are recording this webinar for later playback and sharing

Todays SpeakersKatie ColangeloDirector of Business Development, Travel Ve Interactive Sam HaySocial StrategistDigital Alchemy #DriveResults #BeyondDisplay

Delete sector3

Understand Your Own Brand Identity

#DriveResults #BeyondDisplay

Get To Know Your Customers With Data

Use Data To Drive New Audiences And Keep Them Onsite

Success Stories

Todays Agenda

Katie 4

Understand Your Own Brand Identity

#DriveResults #BeyondDisplay

Katie 5

#DriveResults #BeyondDisplay

What types of guests do you want to attract?

Katie - 6

Your Brand Identity Matters

#DriveResults #BeyondDisplay

Are you

Katie - Knowing your own brand and the type of guests you want to book will help focus your audience generation and booking goals. Why try to reach mothers when your brand is geared towards business travelers.Boutique or Chain?

Budget or Luxury?

Business travel or Family friendly?

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Get To Know Your Customers With Data

#Drive Results #BeyondDisplay

Transition Katie to Sam - 8

#DriveResults #BeyondDisplay

Its never been easier to put a face on your ideal buyer

Sam slide cue: who youre selling to in the future9

Users expect a tailored experienceonline and offline

#DriveResults #BeyondDisplay

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How do you customize your campaigns? #DriveResults #BeyondDisplay

Create campaigns that tailor to:

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But, how do you identify your customer?

#DriveResults #BeyondDisplay

Sales?Length of stay?Time of stay? Frequency?

And how do you reach them?

Your property might cater to a wide group of peopleBut your sales may paint a different storyWho makes the purchase decision? Even broadcasts can be segmented

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Just some of the things we can analyze using Facebook:

#DriveResults #BeyondDisplay

Age, Gender, Location, Wireless Carrier, User OS, Connections, Friends of Connections, Interests, Behavior, Life Events, Politics, Income, Home Type, Value and Ownership, Ethnicity, Household Composition, Office Type, Parenthood, Education, Employment, Locales, Predictive Qualities ...and more

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You can even identify potential honeymooners.newly engaged couples cant wait to update their profiles!

#DriveResults #BeyondDisplay

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Utilizing the Data to Drive ResultsCase Study

#DriveResults #BeyondDisplay

Who is the best customer? Audience is 78% women 45% of that is between the ages of 35-44But on social?50% of sales came from women age 25-34

Who is the best customer? Audience is 78% women 45% of that is between the ages of 35-44But on social?50% of sales came from women age 25-3416% of the audience is making 50% of purchases

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Utilizing the Data to Drive ResultsCase Study#DriveResults #BeyondDisplay

We can rerun our analysis for Lifestyle and get solid ideas about how to market to any of these segments.

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#DriveResults #BeyondDisplay

So we catered to that audience with images and text that appeals to:Utilizing the Data to Drive ResultsCase Study

CAREER DRIVENFEMALEPARENTS

Who is the best customer? Audience is 78% women 45% of that is between the ages of 35-44But on social?50% of sales came from women age 25-3416% of the audience is making 50% of purchases

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#DriveResults #BeyondDisplay

And created a Lookalike Audience based on our info. Utilizing the Data to Drive ResultsCase Study

Who is the best customer? Audience is 78% women 45% of that is between the ages of 35-44But on social?50% of sales came from women age 25-3416% of the audience is making 50% of purchases

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#DriveResults #BeyondDisplay

Who is the best customer now?

Utilizing the Data to Drive ResultsCase Study

On Social, 50% of sales were coming from Women age 25-34

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#DriveResults #BeyondDisplay

With time and experimentation, everything gets better.

Utilizing the Data to Drive ResultsCase Study

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Use Data to Drive New Audiences and Keep Them Onsite

#DriveResults #BeyondDisplay

Katie now that you know who youre targeting, use audience generation and onsite tools and remarketing strategies to drive them to the booking page21

2014 Spent on paid mediaRevenue left in booking funnelsKey Travel Industry StatisticsDrive higher quality traffic and capitalize on that traffic to increase online conversions

Abandonment rateBased on data from over 10,000 Ve clients$4.15 Billion

$3 Trillion$$$

86%TravelNatural Return Rate5%$$$$$$$$$$$$$$$$$$$$$$$$

Katie Based on our data of 10,000 Ve clients22

Heres The Breakdown For Hotels

#DriveResults #BeyondDisplay

Emails Sent : Bookings Recovered35:115%The Number of Onsite Engagements That Result In A Recovered BookingEmail Re-Engagements

Katie Instead of casting a wide net with general criterion for your target audience, use 1st,2nd, 3rd party data combined with Facebook data gives you hyper-targeting to teach the most relevant potential guests. This combination allows you to spend more wisely and invest in the type of ads you are showing by only targeting the guests who will potentially book23

Engage Your Audience Throughout The Entire Funnel

ENGAGEduring the user experienceCONVERTcustomers after abandonmentAudience GenerationDrive qualified traffic with programmatic and audience segmented ad buying (1st Party / 2nd Party / 3rd Party Targeting)Onsite EngagementProvide segmented onsite engagement unique to the userPost AbandonmentRe-engage after abandonment with email remarketing and display ad retargetingACQUIRErelevant traffic#DriveResults #BeyondDisplay

Top of the funnel is where the large majority of media budgets for audience generation are allocated. Using audience data, you can segment and target your guests. Once a user is onsite, the focus is to engage them along the customer journey. If they are going to bounce or abandon anytime during their user experience, you want to provide real-time engagement and incentives to move them to complete the purchase. Would a 10% promotion or free shipping tip them over to buy? These are the questions you should ask yourself.Even after the user abandons your site, re-engage them with email remarketing and display ad retargeting. A smaller proportion of a brands display ad budget, on average about 10-15%, is spent on retargeting. For the retargeting component, the focus is to drive incremental sales from visitors who have already come to your website.The single stack full funnel solution achieves the two distinct goals of digital ad campaigns the first is driving quality traffic to your site, and the second is maximizing on that traffic to increase online conversions. Single stack and single attribution are where the industry consolidation is heading, and what the industry is looking for.

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#DriveResults #BeyondDisplay

Now You Know The Why, Next Is The How

Once a user is onsite, the focus is to engage them along the customer journey. If they are going to bounce or abandon anytime during their user experience, you want to provide real-time engagement and incentives to move them to complete the purchase. Would a 10% promotion or free shipping tip them over to buy? These are the questions you should ask yourself.Even after the user abandons your site, re-engage them with email remarketing and display ad retargeting. A smaller proportion of a brands display ad budget, on average about 10-15%, is spent on retargeting. For the retargeting component, the focus is to drive incremental sales from visitors who have already come to your website.The single stack full funnel solution achieves the two distinct goals of digital ad campaigns the first is driving quality traffic to your site, and the second is maximizing on that traffic to increase online conversions. Single stack and single attribution are where the industry consolidation is heading, and what the industry is looking for.

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Drive Relevant Audiences To Your SiteBy using 1st, 2nd & 3rd party data and Facebook data, you can reach the most relevant potential guests with display ads

#DriveResults #BeyondDisplay

BOOK NOW

BOOK NOW

Katie Instead of casting a wide net with general criterion for your target audience, use 1st,2nd, 3rd party data combined with Facebook data gives you hyper-targeting to teach the most relevant potential guests. This combination allows you to spend more wisely and invest in the type of ads you are showing by only targeting the guests who will potentially book26

Give Your Audience The Right Content In The Right ContextPersonalize your content to stay relevant to your customers

#DriveResults #BeyondDisplay

Katie (VePrompt) With Onsite tools, you have the ability to personalize your Onsite content with relevant, individual information. If someone exits before completing their reservation, offer them an incentive to finalize their trip. For You can segment communications by length of stay, check-in date, activity ideas for the duration of their stay27

Dont Be Afraid To Re-Engage Via EmailIts an extension of your customer service function, with no extra personnel required!

#DriveResults #BeyondDisplay

Katie - Email remarketingAdditional resource without the extra personnel requiredFunctions as a reminder emailDont just communicate for the sake of contact; Offer a special dealThis strategy gives you another customer touchpoint in the buyer journeyPersonalize your contentShow people what they were looking at in their cartOffer complementary options or relevant services as add-onsProduct feeds do work for hotels, its an extension of your brandThink of this tactic as an extension of your customer service / front desk functionNo call center needed Another way to engage a potential customer

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Know When To Start Display RetargetingAnd Know When To StopKeep it relevant while theyre searching and end it shortly after they leave your site

#DriveResults #BeyondDisplay

Katie - Everyone knows about retargeting NOT oversaturatingKeep it relevant while searching, end it shortly after they leave the siteFrequency capping

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Success Stories

#DriveResults #BeyondDisplay

Katie 30

Hotel Durant

Audience Generation#DriveResults #BeyondDisplay

VePrompt

VeContactConversionsConversion Rate4237%ConversionsConversion Rate11218%

Top of the funnel is where the large majority of media budgets for audience generation are allocated. Using audience data, you can segment and target your guests. Once a user is onsite, the focus is to engage them along the customer journey. If they are going to bounce or abandon anytime during their user experience, you want to provide real-time engagement and incentives to move them to complete the purchase. Would a 10% promotion or free shipping tip them over to buy? These are the questions you should ask yourself.Even after the user abandons your site, re-engage them with email remarketing and display ad retargeting. A smaller proportion of a brands display ad budget, on average about 10-15%, is spent on retargeting. For the retargeting component, the focus is to drive incremental sales from visitors who have already come to your website.The single stack full funnel solution achieves the two distinct goals of digital ad campaigns the first is driving quality traffic to your site, and the second is maximizing on that traffic to increase online conversions. Single stack and single attribution are where the industry consolidation is heading, and what the industry is looking for.

31

Garden of the Gods

Audience Generation#DriveResults #BeyondDisplay

VePrompt

VeContactConversionsConversion Rate3243%ConversionsConversion Rate10119%

Top of the funnel is where the large majority of media budgets for audience generation are allocated. Using audience data, you can segment and target your guests. Once a user is onsite, the focus is to engage them along the customer journey. If they are going to bounce or abandon anytime during their user experience, you want to provide real-time engagement and incentives to move them to complete the purchase. Would a 10% promotion or free shipping tip them over to buy? These are the questions you should ask yourself.Even after the user abandons your site, re-engage them with email remarketing and display ad retargeting. A smaller proportion of a brands display ad budget, on average about 10-15%, is spent on retargeting. For the retargeting component, the focus is to drive incremental sales from visitors who have already come to your website.The single stack full funnel solution achieves the two distinct goals of digital ad campaigns the first is driving quality traffic to your site, and the second is maximizing on that traffic to increase online conversions. Single stack and single attribution are where the industry consolidation is heading, and what the industry is looking for.

32

Know Your Brand And What You Offer

#DriveResults #BeyondDisplay

Data Is Key To Understanding Your Customers

Be Prepared To Engage Throughout The Booking FunnelNow Its Your Turn To Write Your Own Success Story

Key Takeaways From Today

Katie 33

#DriveResults #BeyondDisplay Questions?

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THANK YOU!Join us for our next webinar:

Sept 30 1pm ESTHoliday Handbook Series Part 1: Displays Arent Just For Windows

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