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.
    • Don’t distract users with Christmas trees
    • blinking images
    • flashing lights
    • automatic sound
    • scrolling text
    • unusual fonts
  • 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.
    • Also integrate keywords into your:
    • Meta tags
    • Title tag
    • Headings
    • Alt tags
    • Internal and inbound links
  • 41.
    • 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)
    • XML sitemap
    • Be remarkable - m ake your site a resource!
  • 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
    • Second largest search engine!
    • 60% market share
    • 100+ million viewers a night
    • ‘ The overnight success’ thing
  • 98.  
  • 99.  
  • 100. Encourage your customers to build content on your behalf
  • 101.  
  • 102. 450+ Million active users
  • 103.
    • And many ways to communicate with them:
    • Groups and Pages
    • Applications
    • Ads
    • Facebook Connect
  • 104.  
  • 105.
    • 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
  • 106. Combining channels to build permission assets
  • 107.  
  • 108. 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
  • 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.
    • In conclusion: eMarketing fundamentals
    • Get your website right, make it remarkable!
    • Drive qualified traffic to it.
    • Optimise the conversion of that traffic.
    • Build a relationship with your audience.
    • Test, test, test.
  • 134. Thank You www.quirk.biz/FNB-ROCCI