eMarketing for your Tourism BusinessPresentation Transcript
eMarketing your Tourism Business Rob Stokes
Tourism starts online
In the UK, the internet is now the biggest marketing channel in terms of spend
The average UK tourism company is spending well over 50% of it’s marketing budget online
Are we giving eMarketing the respect it deserves?
How it all fits together
eMarketing is NOT just a list of tactics
It achieves its true potential when these tactics work together
The tactics need each other
They feed off each other
They are substantially less effective without each other
At the centre of your eMarketing universe is your website
A hub to drive traffic to
A medium through which you can communicate and build a relationship with your audience
But it can’t just be any old website
You MUST add value to your user’s experience. Before, during and after their visit
Websites are no longer just brochures
They should be built to attract, convert and retain customers – or they shouldn’t exist at all
The average tourism website has 11 seconds to capture a user before they get bored and go elsewhere Travelmole
Is your website THAT good?
Our web development priorities
1. Usability and conversion oriented design
Identify the goals and priorities of your site and design for your users to achieve them
Make sure they can find what they want quickly and easily
Drive them towards YOUR desired goals
Allow the reader to get the gist of your message in a few seconds by merely scanning the page
Pyramid style writing
Break up text with bolding, bullets, highlighting, crossheads and contextual interlinking
Have consistent Calls to Action
Don’t make them think…
Tell people to take the exact action you want them to perform in order to get the best response
Keep navigation and layout basic, consistent and standardised
Think about persuasive architecture
Don’t distract users with Christmas trees
Using Personas for large sites
2. Search Engine Friendliness
Primary goal: Site must be fully indexable and optimised around a set of well researched key phrases
Blend 2 or 3 carefully chosen key phrases into a minimum of 250 words on each page
Also integrate keywords into your:
Internal and inbound links
Other SEO Considerations for your site
The age of the domain
Links to the domain
Key phrases in URLs
Add regular fresh content
Text navigation is better than images
Offer RSS feeds (AND RSS to email)
Be remarkable - m ake your site a resource!
3. Look and Feel
Very important, BUT the least important consideration in web development
That doesn’t mean ugly sites are OK
Sites must look professional and demonstrate your credibility...
If these two goals are met and your site is easy to use, then the user will be satisfied.
Remember, they are looking to achieve a goal – not look at a piece of artwork.
The user experience is everything
Monitoring your website’s performance
Top stats to keep an eye on
Goal metrics above all else: conversion rates!
Unique users (not HITS)
Traffic Sources (and their conversion rates)
Pages per user
Time spent on site
A quick word on mobile sites
Get one, but make it relevant to mobile users
Bringing traffic to your website
1 Billion searches each day
Lots of volume, but why is this important?
Searchers are goal driven
They WANT to find you!
And if they don’t find you, they WILL find your competitor
In 2009, over 40% of online bookings started with a search
Major considerations in 2010:
Organic search – keyword rich links are everything, build a site that offers so much value that it attracts them naturally
Universal search: make sure your images, videos and maps are optimised to take advantage of all the SERP real estate
Mobile search: location aware users in a highly goal driven mode
Expect paid search prices to rise heavily in the next year
Make sure your organic and paid search campaigns are learning from each other
Always be optimising your conversion paths
Search marketing will bring a lot of traffic to your site, but you can’t stop there…
You should be looking to build communities around your business
Social Media can play a big part in this
A few social media channels:
The most important one…
A few tips to take it to the next level
Be strategy lead. The medium is not the message
How will social media deliver on your business goals?
Push for critical mass quickly
Discover and target influential individuals and communities
Identify and fill content holes – don’t echo
Write with your keyword strategy at your side
Consider the impact of social media on your other eMarketing tactics
Create a social media culture internally, it will reflect externally
Let’s look at a few specific examples…
Online Video: YouTube
Second largest search engine!
60% market share
100+ million viewers a night
‘ The overnight success’ thing
Encourage your customers to build content on your behalf
450+ Million active users
And many ways to communicate with them:
Groups and Pages
Of the travellers who use Twitter...
52% Tweeted between 4 and Ten times per day
25% Tweeted 10 updates or more per day
60% Used Twitter to connect with hotels and transport
28% Made a reservation following an initial contact on Twitter
Combining channels to build permission assets
Virgin Atlantic: 25 Years and Still Red Hot
Campaign used Twitter, Facebook groups and advertising and email engagement to increase awareness in the SA online community
Results: 35% visitor-to-engagement conversion rate , average time-on-site over 5 minutes, campaign Twitter profile attracted 699 followers in 25 days
But the Buzz isn’t always good...
11 million people search for “Ryanair” each month.
A Ryanair employee comments on a blog…
Followed by the official response
Then the online community got hold of it
Then the newspapers got hold of it
These powerful sites often linked to this site…
And we know how important good links are…
Why is your online reputation important?
Because people trust what their peers tell them
Consumer Generated Content influences over $10 Billion per year in online travel Compete.com
Tripadvisor.co.uk is the favourite website for UK users for holiday inspiration. European Travel Commission
88% of Trip Advisor Visitors are influenced by the content the read on the site European Travel Commission
People are talking, are you listening?
Are you truly engaging with them?
Monitoring your online reputation helps you… … avoid a reputation crisis by informing you quickly … discover quick and effective new marketing opportunities … improve customer service through engagement … understand your customers’ needs and wants better … identify powerful influencers to target with WOM campaigns