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eMarketing For Wine Tourism Presentation Transcript

  • 1. Wine, Tourism and eMarketing
    Rob Stokes
    Quirk eMarketing
  • 2. Tourism is the biggest industry on the web
  • 3. Because that’s where travellers start their journeys
  • 4. Primary source for researching travel information:
    • Internet 72.2%
    • 5. Family and Friends: 17.4%
    • 6. Travel Agents: 3.8%
    • 7. Magazines and Newspapers: 3.4%
    European Travel Commission
  • 8. Global online travel retail sector worth $125Billion!
    Travelmole 2008
  • 9. How do we take advantage of this?
  • 10. eMarketing:
    The process of marketing through a digital medium
  • 11.
  • 12. It all starts with a website
  • 13. A hub to drive traffic to
  • 14. A medium through which you can communicate and build a relationship with your audience
  • 15. But it can’t just be any old website
  • 16. You MUST add value to your customer’s travel experience. Before, during and after.
  • 17. The internet can help you achieve this
  • 18. But you need to adjust your mindset to embrace it
  • 19. Websites are no longer just brochures
  • 20. They should be built to attract, convert and retain customers
  • 21. Tourism websites have only 11 seconds to capture the customer on their website or risk them getting bored and going elsewhere
    Travelmole 2008
  • 22. Is your website THAT good?
  • 23. Our web development priorities
  • 24. 1. Usability and conversion oriented design
  • 25. Design sites for your users above all else
  • 26. Make sure they can find what they want quickly and easily
  • 27. Drive them towards YOUR desired goals
  • 28. Copy style:
  • 29. Allow the reader to get the gist of your message in a few seconds by merely scanning the page
  • 30. Pyramid style writing
  • 31. Break up text with bolding, bullets, highlighting, crossheads and contextual interlinking
  • 32. Have consistent Calls to Action
  • 33. Don’t make them think…
  • 34. Tell people to take the exact action you want them to perform in order to get the best response
  • 35. What not to do:
  • 36. Don’t resize windows or launch your site in a pop up
  • 37. No “splash” pages
  • 38. Don’t build flash sites unless you have a VERY good reason to.
    Rather use flash elements within a page where relevant to illustrate a point
  • 39. Keep navigation basic, consistent and standardised
  • 40. Don’t distract users with Christmas trees
    • blinking images
    • 41. flashing lights
    • 42. automatic sound
    • 43. scrolling text
    • 44. unusual fonts
  • Using Personas: critical for large sites
  • 45. What is this page trying to do?
  • 46.
  • 47.
  • 48.
  • 49.
  • 50.
  • 51. 2. Search Engine Friendliness
  • 52. 1 Billion searches each day
  • 53. Either your business is there, or your competitors’ is –> you choose
  • 54. Primary goal:
    Site must be fully indexable and optimised around a set of well researched key phrases
  • 55. SEO Considerations for your site
    • The age of the domain
    • 56. Links to the domain
    • 57. Key phrases in URLs
    • 58. Add regular fresh content
    • 59. Text navigation is better than images
    • 60. Offer RSS feeds (AND RSS to email)
    • 61. Well indexed
    • 62. Be remarkable - make your site a resource!
    • 63. XML sitemap
  • Blend 2 or 3 carefully chosen key phrases into a minimum of 250 words on each page
  • 64. Also integrate keywords into your:
    • Meta tags
    • 65. Title tag
    • 66. Headings
    • 67. Alt tags
    • 68. Internal and inbound links
  • 69. 3. Look and Feel
  • 70. Very important, BUT the least important consideration in web development
  • 71. That doesn’t mean ugly sites are OK
  • 72. Sites must look professional and demonstrate your credibility...
  • 73. If these two goals are met, the user will be satisfied.
  • 74. Remember, they are looking to achieve a goal – not look at a piece of artwork.
  • 75. Credibility items:
  • 76. Show that you are a substantive organisation
  • 77. Prominently display phone numbers and addresses
  • 78. Make it easy for them to contact you!
  • 79. Show the people behind the organisation
  • 80. Real testimonials on each page
  • 81. Logos of association or awards
  • 82. Keep the content fresh and updated
  • 83. …and make sure it’s error free
  • 84. Monitoring your website’s performance
  • 85. Firstly set up Google Analytics
    Its really good, easy to set up and FREE
  • 86.
  • 87. Top stats to keep an eye on
  • 88. Above all else, conversion rates!
  • 89. Unique users
  • 90. Bounce rate
  • 91. Pages per user
  • 92. Time spent on site
  • 93. Traffic Sources
  • 94. OK, now we have a site that looks good and hopefully converts its visitors, but how do we get these visitors?
  • 95. There are many options, but the most important is…
  • 96. Search Engines
  • 97. Google is by far the largest player…
    67%
    12%
    8%
  • 98. Lots of volume, but why is this important?
  • 99. Searchers are looking for the wine tourism experiences you are promoting
  • 100. They WANT to find you!
  • 101. And if they don’t find you, they WILL find your competitor
  • 102. So how do we make sure we are found?
  • 103. Search Engine Marketing
  • 104. SEM = SEO + PPC
    Paid vs. Organic
  • 105.
  • 106.
  • 107. You don’t need to be a guru to get the basics
  • 108. Firstly make sure you select the right keywords
  • 109. Select keywords based on the following:
    • Search Volume
    • 110. Competition
    • 111. Propensity to convert
    • 112. Potential value per conversion
  • A few keyword selection tools…
  • 113. SEO Bookhttp://tools.seobook.com/general/keyword/KW Discoveryhttp://www.keyworddiscovery.comDigital Pointhttp://www.digitalpoint.com/tools/suggestionWord Trackerhttp://www.wordtracker.com/Adwordshttps://adwords.google.com/select/KeywordToolExternal
  • 114.
  • 115. Then decide where you want to be…
  • 116. Search Engine Optimisation
  • 117.
  • 118.
  • 119. Make sure your site is optimised around your keywords
  • 120. Then build plenty of high quality, keyword rich links
  • 121. And this isn’t easy
  • 122. The best sites inevitably win
  • 123. So grow links organically
  • 124. Build a website that offers so much value that people talk about it and link to it naturally
  • 125. Depth of knowledge
  • 126. Breadth of knowledge
  • 127. Fantastic Maps
  • 128. Useful Tools
  • 129. The possibilities are endless, just use your imagination!
  • 130. Speaking of search and maps…
  • 131.
  • 132. Headline Here
  • 133. Pay Per Click
  • 134. But first: Why you can’t ignore SEO:
  • 135.
  • 136. www.quirk.biz
  • 137. You choose how much you want to pay per click
  • 138. And how much you want to spend per day
  • 139. If you manage your campaign properly, you can’t lose money!
  • 140. www.quirk.biz
  • 141. Don’t burn your budget early on: Test!
  • 142. Look for long tail key phrases
  • 143. 500 000 searches for “holiday”
    5000 for “holiday south africa”
    500 for “wine route holiday south africa”
  • 144. Geotarget your adverts
  • 145. Have a solid call to action in each advert
  • 146. Don’t send your traffic to your home page, use highly targeted landing pages
  • 147. Test, test and test these landing pages
  • 148. Conversion optimisation
  • 149. The process of making your website and eMarketing activities as efficient and effective as possible resulting in a direct increase to your ROI
  • 150.
  • 151.
  • 152. Test individual pages and paths
  • 153. Things to test:
    • Colours
    • 154. Calls to action
    • 155. Font size
    • 156. Headings
    • 157. Text length
    • 158. Copy style and tone
    • 159. Offers
    • 160. Pricing
    • 161. Credibility items
  • Search marketing will bring a lot of traffic to your site, but you can’t stop there…
  • 162. You should be looking to build communities around your business
  • 163. Social Media can play a big part in this
  • 164. But what is Social Media?
  • 165.
  • 166.
  • 167. Let’s look at a few specific examples…
  • 168. Online Video: YouTube
    Second largest search engine!
    60% market share
    100+ million viewers a night
    ‘The overnight success’ thing
  • 169.
  • 170.
  • 171.
  • 172. 250+ Million active users
  • 173. And many ways to communicate with them:
    • Groups and Pages
    • 174. Applications
    • 175. Ads
    • 176. Connect
  • Above all when it comes to any social network
  • 177. If your customers are there, you must engage
  • 178. And do it honestly, humbly and openly
  • 179. They will respect you for it
  • 180. What about creating your own social network?
  • 181. You have lots of customers with similar tastes
  • 182. An example: The Pod Hotel, New York
  • 183. PodCulture: a social network for guests before they arrive
  • 184. Since implementing 2 years ago, customer retention is at an all time high, and revenue is up 400%
  • 185. What about a regional one…?
  • 186. BloggingPrinciple: make friends and influence people
  • 187. Not 16 year old girls
    Source: emarketer.com
  • 188. The rewards of blogging
    Builds community
    Search Engine rankings:
    Search friendly design
    Attract links
    Feedback loop
  • 189. Key success factors:
    Identify powerful communities and individuals
    Identify content ‘holes’
    Consider your SEO (keywords!)
    Who do we have access to - ‘the revealing interview’
    Social Media Optimisation
    Create a blogging culture internally
  • 190. Remember: social media influencers are unique
    Short attention span: they get info served to them
    Selfish: ‘What will I get for sharing this?’
    Often younger, affluent, urban
  • 191.
  • 192.
  • 193.
  • 194. There is someone Twittering about you
  • 195. Be ready to make the most of it
  • 196.
  • 197.
  • 198. Or you could just ignore it…
  • 199. 1.2 million people search for “Delta Airlines” each month.
  • 200. A Ryanair employee comments on a blog…
  • 201.
  • 202. Followed by the official response
  • 203.
  • 204. Then the online community got hold of it
  • 205.
  • 206. Then the newspapers got hold of it
  • 207.
  • 208.
  • 209. These powerful sites often linked to this site…
  • 210.
  • 211. And we know how important good links are…
  • 212.
  • 213. “ It takes 20 years to build a reputation, and 5 minutes to ruin it. If you think about that, you will do things differently. ”
    Warren Buffet
  • 214. How is online reputation different?
  • 215. It spreads faster...
  • 216. … and the evidence lasts longer
  • 217. Why is this important?
  • 218. Because peers are the most trusted source of recommendation
    Edelman Trust Barometer 2008
  • 219. Tripadvisor.co.uk is the favourite website for UK users for holiday inspiration.
    European Travel Commission
  • 220. 88% of Trip Advisor Visitors are influenced by the content the read on the site
  • 221.
  • 222. Consumer Generated Content influences over $10 Billion per year in online travel
    Compete.com
  • 223. People are talking, are you listening?
  • 224.
  • 225.
  • 226. What to track?
  • 227. Brand names
  • 228. Important staff
  • 229. Names of specials/packages
  • 230. Track outgoing communications (PR) by monitoring a piece of unique text
  • 231. Use the data you gather to build profiles of influencer’s who you can target for future campaigns
  • 232. 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
  • 233. OK so you’ve got a good site with lots of traffic and a thriving online community. What’s the most effective way to build long term relationships with these people?
  • 234. Email Marketing
  • 235. Use it to build relationships
  • 236. Not to acquire them
  • 237. Relationships are built on mutual trust and respect
  • 238. It costs a HUGE amount for you to acquire a customer
  • 239. You may as well make the most of them
  • 240. How do your email newsletters foster this?
  • 241. Firstly, get personal!
  • 242.
  • 243. Nurture your in-house list
  • 244. But make it easy to unsubscribe
  • 245. Use layout to increase readability
  • 246. Allow users to manage their information and subscription preferences
  • 247. …and then personalise accordingly
  • 248. Rather send less often with more relevant content – people will be more likely to listen
  • 249. Ask yourself what YOU would want from the newsletter as a reader
  • 250. Does it speak to you?
  • 251. Or does it speak AT you?
  • 252. In conclusion: eMarketing fundamentals
    • Get your website right, make it remarkable!
    • 253. Drive qualified traffic to it.
    • 254. Optimise the conversion of that traffic.
    • 255. Build a relationship with your audience.
    • 256. Test, test, test.
  • Thank You
    www.quirk.biz/winetourism