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Web Marketing Success - Tourism 2012 - Part II

Date post:16-Nov-2014
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Part II of II from April 25 presentation at Tourism Victoria.
Transcript:
  • 1. Two types of currency on the web: Cash orContent. The fuel that drives: Search Engine Optimization (SEO). Social Media. Conversion. Advertising (i.e. Adwords Quality Score).

2. What works for Tourism? Events. Activities History. The Region. Visitors. Other attractions or operations. Etc, etc, etc... 3. Shouting/Broadcastinginstead of conversing. Engaging withoutmeasuring. Focusing on platformsor activities without firstconsidering overallgoals. 4. Social Media = Networking3 Principles are the same, but... Geography-Independent. Time Efficient. Can be highly leveraged (exposure toconnections connections). 5. People doing orsayingsomething theyare proud of willsend people tosee it. If tagged, thiscan happenautomatically! 6. Typical userhas well over150 friends. Having 10 photos from an event tagged onyour Facebook page can mean 1500+impressions to the Friends of your taggedsubjects. 7. Daily whats up in your neighbourhoodposts? Creative uploading and/or tagging ofphotos? Co-operative pages or multi-organizationdestination strategies? (i.e. multi-sitecontest?). 8. SEO can be likened to a 3 legged stool (we know what happens if one of the legs is missing). These legs are:1. Site structure and coding.2. Great, relevant content.3. Links from related sites.While some of the details have changed, this is a formula thats always held true.Cont... 9. Many see SEO as an awkward, artificial process. To succeed in having a site that appeals to bothusers and search engines you need to getbeyond that. We advocate that you:1. Use research to find the actual terms (keywords) people are using to search for your type of product or service.2. Incorporate these keywords into your site copy.3. Optimize the relevant pages on your site for the relevant keywords.Not so hard, but few people do it well! 10. At a minimum, get basic Search Engine Optimization in placeto get more visitors. Page Titles, Page Descriptions, sufficient text, SEO-friendlycopy. Search Engine Optimization Starter Guide - GooglePage Title Page Description 11. Searchers know way less about your business than you doand may use different language than you do to search foryour type of business. Find what language they use and incorporate it on your site. https://adwords.google.com/select/KeywordToolExternal(see next page...) 12. Super-easy to create (well createone after the presentation, timeallowing). Free opportunity to have one onevery poster, flyer or brochuredisplayed in a public location(i.e. The Airport or Ferry) . Keep in mind, however,its a MOBILE experience. 13. Premium sites operate on a Cost Per Thousand(CPM) model. The most cost-effective online advertising is basedon a Pay Per Click (PPC) model. 14. Typically banner ads and rich media. We recommend you get good at PPC advertisingand understand your advertising ROI before tryingCPM. Ask CPM ad reps for critical info like Frequency andexpected ClickThrough rates (CTR) beforeadvertising. With the expected CTR in hand you cancalculate approximate cost per click to compare itto your PPC efforts. 15. This model means that you ONLY pay if someone clickson your ad and comes to your site. Google Adwords is the main PPC ad source but there aremany other networks. This also means that advertisers favour higherperforming ads. If you do a better job than yourcompetitors at creating compelling ads, youll get betterplacement at lower cost. Google/Bing are easy to set up but have many hazardsfor the casual user (quite challenging for competitiveareas). Facebook/Linkedin ads are both ridiculously easy to setup! 16. Sponsored Links/Adsfor a ratherbroad search.whale watching VictoriaBC will be an expensivekeyword to bid on as itsso competitive.Note that premium toppositions are a result ofthose ads achieving greatperformance.Also note that its not justthe bid but Bid X Qualityscore that determinesyour placement. 17. A narrower search brings aresults page with zero ads on it.Lack of competition means arelevant ad (targeting at whalewatching sooke bc) would bevery cost effective.The challenge is that this termwill have low search volumeTo get traffic you must create aportfolio of keywords.As you learn to convert this lessexpensive traffic, youll learn totackle more competitivekeywords. 18. The Google Keyword Tool lets youconduct research on keyword searchvolumes by month.https://adwords.google.com/select/KeywordToolExternal Volume of search is shown by regionfor the keyword you selected as wellas similar terms. Consider all match types (GoogleAdwords match types for more info). Bear in mind that figures may not beaccurate for low volume keywords. You can download the results andsee seasonal patterns. 19. Theme-targetedtext and bannerads set to displayonly to visitors inspecificgeographicregions. Can be very lowcost.Theme/keywordRemarketingRemarketingdriven text adDisplay Adopportunities!(Swimming Pools) Geo-targeting 20. Can target by: Radius around a point. Defined Geographic Region. 21. Picking very specific targets (geographic,demographic or keyword targets) is the waythat small companies can beat largerorganizations with bigger budgets. Can make a meaningful, repetitive impressionon select targets (get 10 people 100% of theway there instead of getting 100 people 10% ofthe way there). Think in terms of a portfolio of niches. 22. Fantastic demographic targeting. Great opportunities for targeted engagement. 23. Think in terms of niches versus blanketadvertising. Click-through rate (percentage of folksviewing the ad who click on it) is low, but thismeans you get tons of dirt cheap adimpressions. 24. Whats the value of reaching your own portfolio of relevantniches for as little as a few dollars a day vs. paying largesums for a one-time, untargeted print ad? 25. Google Algorithm Changes. Fresh, relevant content more important than ever(plus fresh links to it). Review sites. Links from other Google properties. Links from Social Media, including Google + (SocialSignal. 26. Last year just claimingyour Google Places Pagewas a big help this yearyou want to optimize it! Results in increasedexposure in GoogleMaps, better/moreplacement in GoogleSearch (for localbusinesses) and a greatsource of links for yoursite. 27. Get seen by Google: Google is factoring in more 3rd party data than ever. Notice below how: Google results are pulled from Urban Spoon.com. The restaurant with the most and best reviews is at the top of the page! Come up with a Review Strategy (but read the fine print). 28. Another great way that small companies can beat largecompanies. Still tons of value in traditional PR. A practice we call online PR or niche PR has emerged which isvery accessible to businesses of any size. Much like picking the right level to compete at in other areas,you simply: Do research to develop a list of relevant bloggers/writers of a size yourecomfortable approaching. Contact them respectfully, commenting specifically on something theyvewritten and explain why your launch/opening/etc is relevant and worthmention to their readers. Keep going! Over time youll build a great house list and grow to becomfortable approaching larger sites, blogs and publications. 29. Google Analytics Source Tracking was updated last year. Through a simple process you can create custom hooks foryour posted links that let you know exactly which campaign avisitor came from (i.e. Email newsletter, Tweet, Facebook Wallpost). Theres a bit of a learning curve, but its well worth diving into. 30. The majority of 25-34 and 18-24year olds now own smartphones(64% and 53% respectively). 79% of smartphone consumers usetheir phones to help with shopping,from comparing prices, to findingmore product info, to locating aretailer. 70% use their smartphones while ina store. 77% have contacted a business viamobile, with 61% calling and 59%visiting the local business. 31. Most importantly, while this shift ishappening before our eyes, fewcompanies are acting on it, creatinggreat opportunities for first-movers! Important to keep in mind that: Mobile searchers are typically looking tofind or contact your business (so makethese things VERY clear on your mobilesite. Mobile searchers take action on theirsearches at a dramatically higher rate thendesktop searchers. 32. Traditional sites simplydont translate to Mobile. 33. Call. Get Directions. Book. Other? 34. List view or customdisplay within oneclick of home page(might actually be onhome page). Ideally, have actionsfor each locationpresented right ontheir listing. 35. Tablets? Not clear yet how long term usage patterns willunfold. That said, even companies not currentlyconcerned with Mobile (i.e. Traditional tech/software) willhave to pay attention to how/where they are being used. Overall, a best practice is to embrace light sites thatwill display quickly regardless of connection type(3G, 4G, WiFi, Public WiFi). PPC Advertising already presents a HUGE advertisingopportunity for some industries as you can target Mobileexplicitly (and yet few people are). Ad opportunities? e.g.18% of searches related to carbatteries in Canada are from Mobile. 30% for tow truck 36. Find a couple areas to experiment in. Learn enough about them to make sure youre making ameaningful effort. Keep costs and effort as low as possible until youveestablished theres potential in the areas youretargeting. Test and grow your efforts while building your own set ofbest practices. Try new things. Measure everything! 37. Q&A Give me a call if you have any questions or are interested inany of the areas we talked about! Shameless plug: I very strongly encourage you to dig intoweb marketing. That said, if you need a hand, our team of6 specialists is standing by!

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