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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
<ul><li>Don’t distract users with Christmas trees </li></ul><ul><li>blinking images   </li></ul><ul><li>flashing lights  <...
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
<ul><li>Also integrate keywords into your: </li></ul><ul><li>Meta tags </li></ul><ul><li>Title tag </li></ul><ul><li>Headi...
<ul><li>Other SEO Considerations for your site </li></ul><ul><li>The age of the domain </li></ul><ul><li>Links to the doma...
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)
Engagement Metrics
Bounce rate
Repeat users
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
Search Engines!
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 <ul><li>Second largest search engine! </li></ul><ul><li>60% market share </li></ul><ul><li>100+ mill...
 
 
Encourage your customers to build content on your behalf
 
450+ Million active users
<ul><li>And many ways to communicate with them: </li></ul><ul><li>Groups and Pages </li></ul><ul><li>Applications </li></u...
 
<ul><li>Of the travellers who use Twitter... </li></ul><ul><li>52% Tweeted between 4 and Ten times per day </li></ul><ul><...
Combining channels to build permission assets
 
Virgin Atlantic: 25 Years and Still Red Hot <ul><li>Campaign used Twitter, Facebook groups and advertising and email engag...
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 e...
<ul><li>In conclusion: eMarketing fundamentals </li></ul><ul><li>Get your website right, make it remarkable! </li></ul><ul...
Thank You www.quirk.biz/FNB-ROCCI
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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 of "eMarketing for your Tourism Business"

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

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