SWOT = Be Honest Strengths: Unique value proposition Weaknesses: Name & solve Opportunities: Name & market Threats: Prospect’s time & budget
Strengths Media Mentions TripAdvisor Promotions & Discounts Unlimited Photos Competitive Pricing EASY & FUN
Weaknesses Start-up: new, need to spread brand, create voice, stand out. Website Traffic Revenue & Cash flow?
Opportunities To Spread Brand (Tripadvisor!) Help with cost-effective vacations If economy tanks, discounts look better and renters are desperate to rent If economy gets better, people have more money to spend on vacations Appeal to Businesses and Owners and Vacationers
Threats Vacation Time – Consider Seasons Budget – How much money does the company have to spend? Budget – Competitive payment plans? Free trial then $299/month?
Consider INBOUND Marketing Helps to warm clients to company, voice of company bring clients to sales Relationships loyalty People are ONLINE Reach more people at once Remember AudienceS Vacationers Businesses (management?) Rent-by-owner Prospective renters Prospective vacationers
FACEBOOK CAMPAIGN EDGERANK: AFFINITY, WEIGHT, DECAY Goals: Increase fans Appear on fans’ newsfeeds How to Achieve Goals: 1. Cross-promotion on Twitter, blog, website be visible 2. Use photos 3. Encourage comments 4. Keep text short 5. Use full links 6. Don’t post through third party apps 7. Post when fans are online (measure traffic) Measure? Facebook rewards and punishments Survey idea numerical value of a fan
TWEET YOUR HEART AWAY Goals: Increase followers Bring traffic to website/sales Plan: Put all content on Twitter: questions, blogs, news, vacations, questions, links to website etc. Measure: RT, @Mentions, who is doing what you’re asking them to do? Sentiments Word clouds Observational Notes – Rebrand, Relaunch
EMAIL MARKETING Segment customers Monitor website behavior – Google Analytics– “Lead Scoring” Lead Nuturing Use that monitoring to further segment customers according to where they are in the process of taking action A/B Testing Create email schedule
Blog & Website SEO strategy: SEO Moz or 2-4% keyword volume Inbound links (reputation) Word cloud Topics ideas from Twitter, FB, LinkedIn Measure traffic and source of traffic Research competitive companiesaccess what’s working and what’s not working
Get fans, followers by GIVING them something: discount (trial!), interesting information, interesting stats. Be the hub that people rely on.
Build Database of Clients and access where they are in the process of purchase.
Consider patterns/seasons for all content writing. (Generally, good seasons: March, June-August, November-Early January)
Senior Marketing Associate
Additional Ideas and Considerations Time differences – contacts will be in different time zone. Schedule tweets, updates, etc. to sync with their zones Research European sites/ competition Communicate cultural standards and expectations