Optimizing your Camp’s Optimizing your Camp’s Online PresenceOnline Presence

By James Davis By James Davis

Communications PyramidCommunications Pyramid

Organizational Big IdeaWho we are, What we do. Why do we exist?

Organizational Big IdeaWho we are, What we do. Why do we exist?

Communications StrategyPrint Word of Mouth Digital

How will we get our big idea out to the world?

Communications StrategyPrint Word of Mouth Digital

How will we get our big idea out to the world?

Online StrategyHow do we harness the power of the

internet?

Online StrategyHow do we harness the power of the

internet?

Creating OutpostsSocial Media, Online

Advertisements, Links back to us

Creating OutpostsSocial Media, Online

Advertisements, Links back to us

Mastering One Way Mastering One Way CommunicationCommunication

Be a good listenerBe a good listener Collect Data – What Collect Data – What

do your customers do your customers want?want?

Talk about what Talk about what people want to people want to hearhear

Talk when others Talk when others are listeningare listening

To whom are we talking?To whom are we talking?

Great Internet Great Internet Presence means Presence means communicating to communicating to two audiences:two audiences:

Campers/ParentsCampers/Parents

Search Engines!Search Engines!

Search Engine OptimizationSearch Engine Optimization

Search Engine Empathy – What do they Search Engine Empathy – What do they want?want? Provide their users with the best possible sites.Provide their users with the best possible sites.

Most linked to (talked about)Most linked to (talked about) Best ReviewedBest Reviewed Most relevant to keywords searched for.Most relevant to keywords searched for.

Frequency, Location, and Density of KeywordsFrequency, Location, and Density of Keywords Freshest contentFreshest content Most usable (no broken links!)Most usable (no broken links!) Fastest loadingFastest loading Not to be lied toNot to be lied to

Getting People to Link to Your Getting People to Link to Your SiteSite

Ask for them!Ask for them! Raffle a campership to people you know for a link.Raffle a campership to people you know for a link.

Make posts for Camp Business, Camp Make posts for Camp Business, Camp Leadership, other publications.Leadership, other publications.

Relevant links are better – religious groups, Relevant links are better – religious groups, camps, camping associations, camping blogs.camps, camping associations, camping blogs.

Social MediaSocial Media Claim your business listings!Claim your business listings!

Places to claim listingsPlaces to claim listings

Google Google PlacesPlaces

BingBing YahooYahoo YelpYelp CitysearchCitysearch YextYext AlexaAlexa Merchant Merchant

CircleCircle

HotfrogHotfrog MantaManta YellowbotYellowbot Super PagesSuper Pages YelloweeYellowee DexKnowsDexKnows FourSquareFourSquare Judy’s BookJudy’s Book

YP.comYP.com Insider Insider

PagesPages KudzuKudzu Local.comLocal.com Many more!Many more!

When Claiming your When Claiming your Listing…Listing…

Fresh content every timeFresh content every time Tedious, but tells search engines you aren’t Tedious, but tells search engines you aren’t

cut/pasting stuff all over the internet.cut/pasting stuff all over the internet. Make sure you link back to your siteMake sure you link back to your site These listings are more for search These listings are more for search

engines than to drive your business – engines than to drive your business – know to whom you’re communicating! know to whom you’re communicating! (keywords!!)(keywords!!)

Your Website ItselfYour Website Itself

Must communicate to customers AND search Must communicate to customers AND search engines.engines. Don’t embed words in images – Search Engines Don’t embed words in images – Search Engines

can’t see them!can’t see them! Don’t password protect content that will help SEO!Don’t password protect content that will help SEO!

Make sure you’re sending a clear message Make sure you’re sending a clear message about who you are – don’t assume any about who you are – don’t assume any person has heard of you, much less a search person has heard of you, much less a search engine!engine!

Keywords in your title, meta description, tags, Keywords in your title, meta description, tags, headers, posts/paragraphs.headers, posts/paragraphs.

How a Search Engine Sees You How a Search Engine Sees You Part 1Part 1

Reviews

Keywords in title

KEYWORDS

What a Search Engine Sees What a Search Engine Sees NextNext

Keywords in Header Text

And Finally – Keywords on And Finally – Keywords on PagesPages

UsingUsing

WithoutWithout

overusingoverusing

is the keyis the key

to talkingto talking

to searchto search

enginesengines

withoutwithout

ignoringignoring

the needsthe needs

of yourof your

customercustomerss

Google Talks BackGoogle Talks Back

google.com/webmasters/toolsgoogle.com/webmasters/tools

Page speedPage speed

Picture sizePicture size Pics look the same at different sizes, load much Pics look the same at different sizes, load much

fasterfaster Back end optimizationBack end optimization

http://www.webpagetest.orghttp://www.webpagetest.org Wordpress plugins – WP Minify, Force GZIP, Super Wordpress plugins – WP Minify, Force GZIP, Super

CacheCache

Other ways customers find us Other ways customers find us onlineonline

Social Media (Facebook, Twitter)Social Media (Facebook, Twitter) Tough to generate new business – but great to Tough to generate new business – but great to

keep old business.keep old business. To generate new business, must relate exciting To generate new business, must relate exciting

things – new events, offerings, pictures, philosophy. things – new events, offerings, pictures, philosophy. You’re counting on other people sharing YOUR You’re counting on other people sharing YOUR content.content.

AdvertisementsAdvertisements Local city websitesLocal city websites Facebook AdvertisingFacebook Advertising Google AdwordsGoogle Adwords

When to Run an Adwords When to Run an Adwords Campaign for Summer CampCampaign for Summer Camp

June

Sept-Dec

Google Keyword Search: Summer Camp

When People Look for When People Look for RetreatsRetreats

OctJan

Dec

Google Keyword Search: Retreat Center

Conference Centers Conference Centers vs. vs.

Retreat CentersRetreat CentersConference Center

Retreat Center

4x more searches for Conference CentersAre you a Conference Center or a Retreat Center?

Or Both?

Summer Camp vs. Conference Summer Camp vs. Conference Centers vs. RetreatsCenters vs. Retreats

Summer Camp Conference Center Retreat Center

AugFeb

How do we use these data?How do we use these data?

AdWords campaigns – cheap, and AdWords campaigns – cheap, and they’ll give you $100 to start.they’ll give you $100 to start.

Gear website content toward the Gear website content toward the people who are seeking to do business people who are seeking to do business with you that time of year.with you that time of year.

Is Online Marketing Worth Is Online Marketing Worth it?it?

http://www.vk.org/wpsite/retentionhttp://www.vk.org/wpsite/retention

Customize these values –Google adwords will charge you $1-$3 per click. Can you convert 1 in 300 of those clicks? Figure out what you need to break even on an ad, since these numbers can’t account for exponential gains.

Don’t forget your Don’t forget your customers!customers!

Figure out your big picture messageFigure out your big picture message We all have great properties – what makes We all have great properties – what makes

YOU special?YOU special? Decide to whom you’re marketingDecide to whom you’re marketing

What do people want to read about your What do people want to read about your camp?camp?

Marketing to yourself, or to your Marketing to yourself, or to your customers?customers?

What age does your content target?What age does your content target?

Fresh Content IdeasFresh Content Ideas

All content on your site must fit into your All content on your site must fit into your “big picture” message.“big picture” message. Blog posts:Blog posts:

What’s happening at your site?What’s happening at your site? What’s your philosophy?What’s your philosophy? What makes you special?What makes you special? What can guests expect?What can guests expect? Testimonials from kidsTestimonials from kids Pictures from the summer with keyword rich Pictures from the summer with keyword rich

descriptions.descriptions. Publish your newsletterPublish your newsletter

The time is now!The time is now! Most camps haven’t optimized their Most camps haven’t optimized their

online presence – first movers have a online presence – first movers have a huge advantage.huge advantage.

Questions?Questions?

http://www.vk.org/wpsite/marketinghttp://www.vk.org/wpsite/marketing for the Powerpoint for the PowerpointEmail Email james@vk.org