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eMarketing for your Tourism Business
eMarketing for your Tourism Business
eMarketing for your Tourism Business
eMarketing for your Tourism Business
eMarketing for your Tourism Business
eMarketing for your Tourism Business
eMarketing for your Tourism Business
eMarketing for your Tourism Business
eMarketing for your Tourism Business
eMarketing for your Tourism Business
eMarketing for your Tourism Business
eMarketing for your Tourism Business
eMarketing for your Tourism Business
eMarketing for your Tourism Business
eMarketing for your Tourism Business
eMarketing for your Tourism Business
eMarketing for your Tourism Business
eMarketing for your Tourism Business
eMarketing for your Tourism Business
eMarketing for your Tourism Business
eMarketing for your Tourism Business
eMarketing for your Tourism Business
eMarketing for your Tourism Business
eMarketing for your Tourism Business
eMarketing for your Tourism Business
eMarketing for your Tourism Business
eMarketing for your Tourism Business
eMarketing for your Tourism Business
eMarketing for your Tourism Business
eMarketing for your Tourism Business
eMarketing for your Tourism Business
eMarketing for your Tourism Business
eMarketing for your Tourism Business
eMarketing for your Tourism Business
eMarketing for your Tourism Business
eMarketing for your Tourism Business
eMarketing for your Tourism Business
eMarketing for your Tourism Business
eMarketing for your Tourism Business
eMarketing for your Tourism Business
eMarketing for your Tourism Business
eMarketing for your Tourism Business
eMarketing for your Tourism Business
eMarketing for your Tourism Business
eMarketing for your Tourism Business
eMarketing for your Tourism Business
eMarketing for your Tourism Business
eMarketing for your Tourism Business
eMarketing for your Tourism Business
eMarketing for your Tourism Business
eMarketing for your Tourism Business
eMarketing for your Tourism Business
eMarketing for your Tourism Business
eMarketing for your Tourism Business
eMarketing for your Tourism Business
eMarketing for your Tourism Business
eMarketing for your Tourism Business
eMarketing for your Tourism Business
eMarketing for your Tourism Business
eMarketing for your Tourism Business
eMarketing for your Tourism Business
eMarketing for your Tourism Business
eMarketing for your Tourism Business
eMarketing for your Tourism Business
eMarketing for your Tourism Business
eMarketing for your Tourism Business
eMarketing for your Tourism Business
eMarketing for your Tourism Business
eMarketing for your Tourism Business
eMarketing for your Tourism Business
eMarketing for your Tourism Business
eMarketing for your Tourism Business
eMarketing for your Tourism Business
eMarketing for your Tourism Business
eMarketing for your Tourism Business
eMarketing for your Tourism Business
eMarketing for your Tourism Business
eMarketing for your Tourism Business
eMarketing for your Tourism Business
eMarketing for your Tourism Business
eMarketing for your Tourism Business
eMarketing for your Tourism Business
eMarketing for your Tourism Business
eMarketing for your Tourism Business
eMarketing for your Tourism Business
eMarketing for your Tourism Business
eMarketing for your Tourism Business
eMarketing for your Tourism Business
eMarketing for your Tourism Business
eMarketing for your Tourism Business
eMarketing for your Tourism Business
eMarketing for your Tourism Business
eMarketing for your Tourism Business
eMarketing for your Tourism Business
eMarketing for your Tourism Business
eMarketing for your Tourism Business
eMarketing for your Tourism Business
eMarketing for your Tourism Business
eMarketing for your Tourism Business
eMarketing for your Tourism Business
eMarketing for your Tourism Business
eMarketing for your Tourism Business
eMarketing for your Tourism Business
eMarketing for your Tourism Business
eMarketing for your Tourism Business
eMarketing for your Tourism Business
eMarketing for your Tourism Business
eMarketing for your Tourism Business
eMarketing for your Tourism Business
eMarketing for your Tourism Business
eMarketing for your Tourism Business
eMarketing for your Tourism Business
eMarketing for your Tourism Business
eMarketing for your Tourism Business
eMarketing for your Tourism Business
eMarketing for your Tourism Business
eMarketing for your Tourism Business
eMarketing for your Tourism Business
eMarketing for your Tourism Business
eMarketing for your Tourism Business
eMarketing for your Tourism Business
eMarketing for your Tourism Business
eMarketing for your Tourism Business
eMarketing for your Tourism Business
eMarketing for your Tourism Business
eMarketing for your Tourism Business
eMarketing for your Tourism Business
eMarketing for your Tourism Business
eMarketing for your Tourism Business
eMarketing for your Tourism Business
eMarketing for your Tourism Business
eMarketing for your Tourism Business
eMarketing for your Tourism Business
eMarketing for your Tourism Business
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eMarketing for your Tourism Business

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  • How do we take advantage of this?
  • How do we take advantage of this?
  • If you want just one point on the page
  • If you want just one point on the page
  • If you want just one point on the page
  • If you want just one point on the page
  • If you want just one point on the page
  • If you want just one point on the page
  • 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 customer’s travel experience. Before, during and after.
  • Websites are no longer just brochures
  • They should be built to attract, convert and retain customers
  • Tourism websites have only 11 seconds to capture the customer on their website or risk them getting bored and going elsewhere
  • Is your website THAT good?
  • Our web development priorities: 1.) usability 2.) search engine visibility 3.) design
  • Usability and conversion oriented design
  • Design sites for your users above all else
  • Make sure they can find what they want quickly and easily
  • 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 basic, consistent and standardised
  • Keep navigation basic, consistent and standardised
  • Don’t distract users with Christmas trees blinking images flashing lights automatic sound scrolling text unusual fonts
  • One point with one sub point
  • One point with one sub point
  • One point with one sub point
  • One point with one sub point
  • One point with one sub point
  • Transcript

    • 1. eMarketing your Tourism Business Rob Stokes
    • 2. Tourism starts online
    • 3. In the UK, the internet is now the biggest marketing channel in terms of spend
    • 4. The average UK tourism company is spending well over 50% of it’s marketing budget online
    • 5. Are we giving eMarketing the respect it deserves?
    • 6. How it all fits together
    • 7.  
    • 8. eMarketing is NOT just a list of tactics
    • 9. It achieves its true potential when these tactics work together
    • 10. The tactics need each other
    • 11. They feed off each other
    • 12. They are substantially less effective without each other
    • 13. At the centre of your eMarketing universe is your website
    • 14. A hub to drive traffic to
    • 15. A medium through which you can communicate and build a relationship with your audience
    • 16. But it can’t just be any old website
    • 17. You MUST add value to your user’s experience. Before, during and after their visit
    • 18. Websites are no longer just brochures
    • 19. They should be built to attract, convert and retain customers – or they shouldn’t exist at all
    • 20. The average tourism website has 11 seconds to capture a user before they get bored and go elsewhere Travelmole
    • 21. Is your website THAT good?
    • 22. Our web development priorities
    • 23. 1. Usability and conversion oriented design
    • 24. Identify the goals and priorities of your site and design for your users to achieve them
    • 25. Make sure they can find what they want quickly and easily
    • 26. Drive them towards YOUR desired goals
    • 27. Allow the reader to get the gist of your message in a few seconds by merely scanning the page
    • 28. Pyramid style writing
    • 29. Break up text with bolding, bullets, highlighting, crossheads and contextual interlinking
    • 30. Have consistent Calls to Action
    • 31. Don’t make them think…
    • 32. Tell people to take the exact action you want them to perform in order to get the best response
    • 33. Keep navigation and layout basic, consistent and standardised
    • 34. Think about persuasive architecture
    • 35. <ul><li>Don’t distract users with Christmas trees </li></ul><ul><li>blinking images </li></ul><ul><li>flashing lights </li></ul><ul><li>automatic sound </li></ul><ul><li>scrolling text </li></ul><ul><li>unusual fonts </li></ul>
    • 36. Using Personas for large sites
    • 37. 2. Search Engine Friendliness
    • 38. Primary goal: Site must be fully indexable and optimised around a set of well researched key phrases
    • 39. Blend 2 or 3 carefully chosen key phrases into a minimum of 250 words on each page
    • 40. <ul><li>Also integrate keywords into your: </li></ul><ul><li>Meta tags </li></ul><ul><li>Title tag </li></ul><ul><li>Headings </li></ul><ul><li>Alt tags </li></ul><ul><li>Internal and inbound links </li></ul>
    • 41. <ul><li>Other SEO Considerations for your site </li></ul><ul><li>The age of the domain </li></ul><ul><li>Links to the domain </li></ul><ul><li>Key phrases in URLs </li></ul><ul><li>Add regular fresh content </li></ul><ul><li>Text navigation is better than images </li></ul><ul><li>Offer RSS feeds (AND RSS to email) </li></ul><ul><li>XML sitemap </li></ul><ul><li>Be remarkable - m ake your site a resource! </li></ul>
    • 42. 3. Look and Feel
    • 43. Very important, BUT the least important consideration in web development
    • 44. That doesn’t mean ugly sites are OK
    • 45. Sites must look professional and demonstrate your credibility...
    • 46. If these two goals are met and your site is easy to use, then the user will be satisfied.
    • 47. Remember, they are looking to achieve a goal – not look at a piece of artwork.
    • 48. The user experience is everything
    • 49. Monitoring your website’s performance
    • 50.  
    • 51. Top stats to keep an eye on
    • 52. Goal metrics above all else: conversion rates!
    • 53. Unique users (not HITS)
    • 54. Traffic Sources (and their conversion rates)
    • 55. Engagement Metrics
    • 56. Bounce rate
    • 57. Repeat users
    • 58. Pages per user
    • 59. Time spent on site
    • 60. A quick word on mobile sites
    • 61. Get one, but make it relevant to mobile users
    • 62. Bringing traffic to your website
    • 63. Search Engines!
    • 64. 1 Billion searches each day
    • 65. Lots of volume, but why is this important?
    • 66. Searchers are goal driven
    • 67. They WANT to find you!
    • 68. And if they don’t find you, they WILL find your competitor
    • 69. In 2009, over 40% of online bookings started with a search
    • 70. Major considerations in 2010:
    • 71. Organic search – keyword rich links are everything, build a site that offers so much value that it attracts them naturally
    • 72. Universal search: make sure your images, videos and maps are optimised to take advantage of all the SERP real estate
    • 73.  
    • 74. Mobile search: location aware users in a highly goal driven mode
    • 75. Expect paid search prices to rise heavily in the next year
    • 76. Make sure your organic and paid search campaigns are learning from each other
    • 77. Always be optimising your conversion paths
    • 78.  
    • 79.  
    • 80. Search marketing will bring a lot of traffic to your site, but you can’t stop there…
    • 81. You should be looking to build communities around your business
    • 82. Social Media can play a big part in this
    • 83. A few social media channels:
    • 84.  
    • 85. The most important one…
    • 86.  
    • 87. A few tips to take it to the next level
    • 88. Be strategy lead. The medium is not the message
    • 89. How will social media deliver on your business goals?
    • 90. Push for critical mass quickly
    • 91. Discover and target influential individuals and communities
    • 92. Identify and fill content holes – don’t echo
    • 93. Write with your keyword strategy at your side
    • 94. Consider the impact of social media on your other eMarketing tactics
    • 95. Create a social media culture internally, it will reflect externally
    • 96. Let’s look at a few specific examples…
    • 97. Online Video: YouTube <ul><li>Second largest search engine! </li></ul><ul><li>60% market share </li></ul><ul><li>100+ million viewers a night </li></ul><ul><li>‘ The overnight success’ thing </li></ul>
    • 98.  
    • 99.  
    • 100. Encourage your customers to build content on your behalf
    • 101.  
    • 102. 450+ Million active users
    • 103. <ul><li>And many ways to communicate with them: </li></ul><ul><li>Groups and Pages </li></ul><ul><li>Applications </li></ul><ul><li>Ads </li></ul><ul><li>Facebook Connect </li></ul>
    • 104.  
    • 105. <ul><li>Of the travellers who use Twitter... </li></ul><ul><li>52% Tweeted between 4 and Ten times per day </li></ul><ul><li>25% Tweeted 10 updates or more per day </li></ul><ul><li>60% Used Twitter to connect with hotels and transport </li></ul><ul><li>28% Made a reservation following an initial contact on Twitter </li></ul>
    • 106. Combining channels to build permission assets
    • 107.  
    • 108. Virgin Atlantic: 25 Years and Still Red Hot <ul><li>Campaign used Twitter, Facebook groups and advertising and email engagement to increase awareness in the SA online community </li></ul><ul><li>Results: 35% visitor-to-engagement conversion rate , average time-on-site over 5 minutes, campaign Twitter profile attracted 699 followers in 25 days </li></ul>
    • 109. But the Buzz isn’t always good...
    • 110. 11 million people search for “Ryanair” each month.
    • 111. A Ryanair employee comments on a blog…
    • 112.  
    • 113. Followed by the official response
    • 114.  
    • 115. Then the online community got hold of it
    • 116.  
    • 117. Then the newspapers got hold of it
    • 118.  
    • 119.  
    • 120. These powerful sites often linked to this site…
    • 121.  
    • 122. And we know how important good links are…
    • 123.  
    • 124. Why is your online reputation important?
    • 125. Because people trust what their peers tell them
    • 126. Consumer Generated Content influences over $10 Billion per year in online travel Compete.com
    • 127. Tripadvisor.co.uk is the favourite website for UK users for holiday inspiration. European Travel Commission
    • 128. 88% of Trip Advisor Visitors are influenced by the content the read on the site European Travel Commission
    • 129.  
    • 130. People are talking, are you listening?
    • 131. Are you truly engaging with them?
    • 132. 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
    • 133. <ul><li>In conclusion: eMarketing fundamentals </li></ul><ul><li>Get your website right, make it remarkable! </li></ul><ul><li>Drive qualified traffic to it. </li></ul><ul><li>Optimise the conversion of that traffic. </li></ul><ul><li>Build a relationship with your audience. </li></ul><ul><li>Test, test, test. </li></ul>
    • 134. Thank You www.quirk.biz/FNB-ROCCI

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