Effective online marketing for the tourism industry

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The value of Social Media can be substantially extended by combining it with other online marketing platforms, allowing today’s tourism marketer to reach a wider target audience and generate …

The value of Social Media can be substantially extended by combining it with other online marketing platforms, allowing today’s tourism marketer to reach a wider target audience and generate measurable results.

This presentation was given to the Hamilton Waikato NZ Regional Tourism Conference by Wayne Attwell, Online Marketing Strategist at Bold Horizon.

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Transcript

  • 1. Growing Your Tourism Business Through an Online Presence Wayne Attwell Online Brand Strategist - Bold Horizon
  • 2. The World is Changing
    • 70% - 80% of pre-purchase research via search engines – Google, Bing, Yahoo
    • A fundamental shift…
      • Prospects find you. You don’t find them
    • How can we help them to find us?
  • 3. Help! I Need to be Found
  • 4. It’s All About Your Website (well, most of it)
  • 5. Tracking Online Performance
  • 6. Tracking Online Performance
  • 7. Using Search Engines
    • #1 - 80% of all online searches
    • 2 nd largest search engine
      • Global audience of 400m
      • As a country, would be the 3 rd largest in the world
    P.S. Google owns YouTube…hmm
  • 8. Content is King
    • Website pages - organic search
    • Blogs - 51% say most valuable business tool
    • Articles – syndication
    • Comments – indexed
    • Videos – Google favours it (hmm…wonder why?)
    • CREATE, PUBLISH, BE FOUND
  • 9. What’s Hot & What’s Not
  • 10. Marketing Your Content
    • If it isn’t keyword targeted, it’s of nominal value
    • Use your networks to spread the ‘word’ i.e. content
  • 11. Start Spreading the Word
  • 12. Use all of the Channels
  • 13. There is No Free Lunch
    • Social media has a cost (manpower)
    • Organic search (expert advice)
    • Video marketing (production)
    • Content (copywriters)
    • Budget for direct and indirect costs
  • 14. Paying For All This Stuff
  • 15. The Best Job in the World
    • Tourism Queensland – Hamilton Island
    • All content was user generated
    • 34,000 video entries
    • Award-winning campaign
    • Email marketing to 100,000 names delivered highest ROI
    • AU$1.75m budget blown apart
  • 16. A Quick History Lesson
    • Get on board or be left behind