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eMarketing For Wine Tourism
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eMarketing For Wine Tourism eMarketing For Wine Tourism Presentation Transcript

  • Wine, Tourism and eMarketing
    Rob Stokes
    Quirk eMarketing
  • Tourism is the biggest industry on the web
  • Because that’s where travellers start their journeys
  • Primary source for researching travel information:
    • Internet 72.2%
    • Family and Friends: 17.4%
    • Travel Agents: 3.8%
    • Magazines and Newspapers: 3.4%
    European Travel Commission
  • Global online travel retail sector worth $125Billion!
    Travelmole 2008
  • How do we take advantage of this?
  • eMarketing:
    The process of marketing through a digital medium
  • It all starts with a 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 customer’s travel experience. Before, during and after.
  • The internet can help you achieve this
  • But you need to adjust your mindset to embrace it
  • 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
    Travelmole 2008
  • Is your website THAT good?
  • Our web development priorities
  • 1. Usability and conversion oriented design
  • Design sites for your users above all else
  • Make sure they can find what they want quickly and easily
  • Drive them towards YOUR desired goals
  • Copy style:
  • 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
  • What not to do:
  • Don’t resize windows or launch your site in a pop up
  • No “splash” pages
  • 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
  • Keep navigation basic, consistent and standardised
  • Don’t distract users with Christmas trees
    • blinking images
    • flashing lights
    • automatic sound
    • scrolling text
    • unusual fonts
  • Using Personas: critical for large sites
  • What is this page trying to do?
  • 2. Search Engine Friendliness
  • 1 Billion searches each day
  • Either your business is there, or your competitors’ is –> you choose
  • Primary goal:
    Site must be fully indexable and optimised around a set of well researched key phrases
  • 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)
    • Well indexed
    • Be remarkable - make your site a resource!
    • XML sitemap
  • Blend 2 or 3 carefully chosen key phrases into a minimum of 250 words on each page
  • Also integrate keywords into your:
    • Meta tags
    • Title tag
    • Headings
    • Alt tags
    • Internal and inbound links
  • 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, the user will be satisfied.
  • Remember, they are looking to achieve a goal – not look at a piece of artwork.
  • Credibility items:
  • Show that you are a substantive organisation
  • Prominently display phone numbers and addresses
  • Make it easy for them to contact you!
  • Show the people behind the organisation
  • Real testimonials on each page
  • Logos of association or awards
  • Keep the content fresh and updated
  • …and make sure it’s error free
  • Monitoring your website’s performance
  • Firstly set up Google Analytics
    Its really good, easy to set up and FREE
  • Top stats to keep an eye on
  • Above all else, conversion rates!
  • Unique users
  • Bounce rate
  • Pages per user
  • Time spent on site
  • Traffic Sources
  • OK, now we have a site that looks good and hopefully converts its visitors, but how do we get these visitors?
  • There are many options, but the most important is…
  • Search Engines
  • Google is by far the largest player…
  • Lots of volume, but why is this important?
  • Searchers are looking for the wine tourism experiences you are promoting
  • They WANT to find you!
  • And if they don’t find you, they WILL find your competitor
  • So how do we make sure we are found?
  • Search Engine Marketing
  • SEM = SEO + PPC
    Paid vs. Organic
  • You don’t need to be a guru to get the basics
  • Firstly make sure you select the right keywords
  • Select keywords based on the following:
    • Search Volume
    • Competition
    • Propensity to convert
    • Potential value per conversion
  • A few keyword selection tools…
  • 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
  • Then decide where you want to be…
  • Search Engine Optimisation
  • Make sure your site is optimised around your keywords
  • Then build plenty of high quality, keyword rich links
  • And this isn’t easy
  • The best sites inevitably win
  • So grow links organically
  • Build a website that offers so much value that people talk about it and link to it naturally
  • Depth of knowledge
  • Breadth of knowledge
  • Fantastic Maps
  • Useful Tools
  • The possibilities are endless, just use your imagination!
  • Speaking of search and maps…
  • Headline Here
  • Pay Per Click
  • But first: Why you can’t ignore SEO:
  • www.quirk.biz
  • You choose how much you want to pay per click
  • And how much you want to spend per day
  • If you manage your campaign properly, you can’t lose money!
  • www.quirk.biz
  • Don’t burn your budget early on: Test!
  • Look for long tail key phrases
  • 500 000 searches for “holiday”
    5000 for “holiday south africa”
    500 for “wine route holiday south africa”
  • Geotarget your adverts
  • Have a solid call to action in each advert
  • Don’t send your traffic to your home page, use highly targeted landing pages
  • Test, test and test these landing pages
  • Conversion optimisation
  • The process of making your website and eMarketing activities as efficient and effective as possible resulting in a direct increase to your ROI
  • Test individual pages and paths
  • Things to test:
    • Colours
    • Calls to action
    • Font size
    • Headings
    • Text length
    • Copy style and tone
    • Offers
    • Pricing
    • Credibility items
  • 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
  • But what is Social Media?
  • 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
  • 250+ Million active users
  • And many ways to communicate with them:
    • Groups and Pages
    • Applications
    • Ads
    • Connect
  • Above all when it comes to any social network
  • If your customers are there, you must engage
  • And do it honestly, humbly and openly
  • They will respect you for it
  • What about creating your own social network?
  • You have lots of customers with similar tastes
  • An example: The Pod Hotel, New York
  • PodCulture: a social network for guests before they arrive
  • Since implementing 2 years ago, customer retention is at an all time high, and revenue is up 400%
  • What about a regional one…?
  • BloggingPrinciple: make friends and influence people
  • Not 16 year old girls
    Source: emarketer.com
  • The rewards of blogging
    Builds community
    Search Engine rankings:
    Search friendly design
    Attract links
    Feedback loop
  • 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
  • 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
  • There is someone Twittering about you
  • Be ready to make the most of it
  • Or you could just ignore it…
  • 1.2 million people search for “Delta Airlines” 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…
  • “ 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
  • How is online reputation different?
  • It spreads faster...
  • … and the evidence lasts longer
  • Why is this important?
  • Because peers are the most trusted source of recommendation
    Edelman Trust Barometer 2008
  • 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
  • Consumer Generated Content influences over $10 Billion per year in online travel
  • People are talking, are you listening?
  • What to track?
  • Brand names
  • Important staff
  • Names of specials/packages
  • Track outgoing communications (PR) by monitoring a piece of unique text
  • Use the data you gather to build profiles of influencer’s who you can target for future campaigns
  • 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
  • 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?
  • Email Marketing
  • Use it to build relationships
  • Not to acquire them
  • Relationships are built on mutual trust and respect
  • It costs a HUGE amount for you to acquire a customer
  • You may as well make the most of them
  • How do your email newsletters foster this?
  • Firstly, get personal!
  • Nurture your in-house list
  • But make it easy to unsubscribe
  • Use layout to increase readability
  • Allow users to manage their information and subscription preferences
  • …and then personalise accordingly
  • Rather send less often with more relevant content – people will be more likely to listen
  • Ask yourself what YOU would want from the newsletter as a reader
  • Does it speak to you?
  • Or does it speak AT you?
  • 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.
  • Thank You