Wine, Tourism and eMarketing<br />Rob Stokes<br />Quirk eMarketing<br />
Tourism is the biggest industry on the web<br />
Because that’s where travellers start their journeys<br />
Primary source for researching travel information:<br /><ul><li>Internet 72.2%
Family and Friends: 17.4%
Travel Agents: 3.8%
Magazines and Newspapers: 3.4%</li></ul>European Travel Commission<br />
Global online travel retail sector worth $125Billion!<br />Travelmole 2008<br />
How do we take advantage of this?<br />
eMarketing:<br />The process of marketing  through a digital medium<br />
It all starts with a website<br />
A hub to drive traffic to<br />
A medium through which you can communicate and build a relationship with your audience<br />
But it can’t just be any old website<br />
You MUST add value to your customer’s travel experience. Before, during and after.<br />
The internet can help you achieve this<br />
But you need to adjust your mindset to embrace it<br />
Websites are no longer just brochures<br />
They should be built to attract, convert and retain customers<br />
	Tourism websites have only 11 seconds to capture the customer on their website or risk them getting bored and going elsew...
Is your website THAT good?<br />
Our web development priorities<br />
1. Usability and conversion oriented design<br />
Design sites for your users above all else<br />
Make sure they can find what they want quickly and easily<br />
Drive them towards YOUR desired goals<br />
Copy style:<br />
Allow the reader to get the gist of your message in a few seconds by merely scanning the page<br />
Pyramid style writing<br />
Break up text with bolding, bullets, highlighting, crossheads and contextual interlinking<br />
Have consistent Calls to Action<br />
Don’t make them think…<br />
Tell people to take the exact action you want them to perform in order to get the best response<br />
What not to do:<br />
Don’t resize windows or launch your site in a pop up<br />
No “splash” pages<br />
Don’t build flash sites unless you have a VERY good reason to. <br />Rather use flash elements within a page where relevan...
Keep navigation basic, consistent and standardised<br />
Don’t distract users with Christmas trees<br /><ul><li>blinking images
flashing lights
automatic sound
scrolling text
unusual fonts</li></li></ul><li>Using Personas: critical for large sites<br />
What is this page trying to do?<br />
2. Search Engine Friendliness<br />
1 Billion searches each day<br />
Either your business is there, or your competitors’ is –&gt; you choose<br />
Primary goal:<br />Site must be fully indexable and optimised around a set of well researched key phrases<br />
SEO Considerations for your site<br /><ul><li>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</li></li></ul><li>Blend 2 or 3 carefully chosen key phrases into a minimum of  250 words on each page<br />
Also integrate keywords into your:<br /><ul><li>Meta tags
Title tag
Headings
Alt tags
Internal and inbound links</li></li></ul><li>
3. Look and Feel<br />
Very important, BUT the least important consideration in web development<br />
That doesn’t mean ugly sites are OK<br />
Sites must look professional and demonstrate your credibility... <br />
If these two goals are met, the user will be satisfied.<br />
Remember, they are looking to achieve a goal – not look at a piece of artwork.<br />
Credibility items:<br />
Show that you are a substantive organisation<br />
Prominently display phone numbers and addresses<br />
Make it easy for them to contact you!<br />
Show the people behind the organisation<br />
Real testimonials on each page<br />
Logos of association or awards<br />
Keep the content fresh and updated<br />
…and make sure it’s error free<br />
Monitoring your website’s performance<br />
Firstly set up Google Analytics <br />Its really good, easy to set up and FREE<br />
Top stats to keep an eye on<br />
Above all else, conversion rates!<br />
Unique users<br />
Bounce rate<br />
Pages per user<br />
Time spent on site<br />
Traffic Sources<br />
OK, now we have a site that looks good and hopefully converts its visitors, but how do we get these visitors?<br />
There are many options, but the most important is…<br />
Search Engines<br />
Google is by far the largest player…<br />67%<br />12%<br />8%<br />
Lots of volume, but why is this important?<br />
Searchers are looking for the wine tourism experiences you are promoting<br />
They WANT to find you!<br />
And if they don’t find you, they WILL find your competitor<br />
So how do we make sure we are found?<br />
Search Engine Marketing<br />
SEM = SEO + PPC<br />Paid vs. Organic<br />
You don’t need to be a guru to get the basics<br />
Firstly make sure you select the right keywords<br />
Select keywords based on the following:<br /><ul><li>Search Volume
Competition
Propensity to convert
Potential value per conversion</li></li></ul><li>A few keyword selection tools…<br />
SEO Bookhttp://tools.seobook.com/general/keyword/KW Discoveryhttp://www.keyworddiscovery.comDigital Pointhttp://www.digita...
Then decide where you want to be…<br />
Search Engine Optimisation<br />
Make sure your site is optimised around your keywords<br />
Then build plenty of high quality, keyword rich links<br />
And this isn’t easy<br />
The best sites inevitably win<br />
So grow links organically<br />
Build a website that offers so much value that people talk about it and link to it naturally<br />
Depth of knowledge<br />
Breadth of knowledge<br />
Fantastic Maps<br />
Useful Tools<br />
The possibilities are endless, just use your imagination!<br />
Speaking of search and maps…<br />
Headline Here<br />
Pay Per Click<br />
But first: Why you can’t ignore SEO:<br />
www.quirk.biz<br />
You choose how much you want to pay per click<br />
And how much you want to spend per day<br />
If you manage your campaign properly, you can’t lose money!<br />
www.quirk.biz<br />
Don’t burn your budget early on: Test!<br />
Look for long tail key phrases<br />
500 000 searches for “holiday”<br />5000 for “holiday south africa”<br />500 for “wine route holiday south africa”<br />
Geotarget your adverts<br />
Have a solid call to action in each advert<br />
Don’t send your traffic to your home page, use highly targeted landing pages<br />
Test, test and test these landing pages<br />
Conversion optimisation<br />
The process of making your website and eMarketing activities as efficient and effective as possible resulting in a direct ...
Test individual pages and paths<br />
Things to test:<br /><ul><li>Colours
Calls to action
Font size
Headings
Text length
Copy style and tone
Offers
Pricing
Credibility items</li></li></ul><li>Search marketing will bring a lot of traffic to your site, but you can’t stop there…<b...
You should be looking to build communities around your business<br />
Social Media can play a big part in this<br />
But what is Social Media?<br />
Let’s look at a few specific examples…<br />
Online Video: YouTube<br />Second largest search engine!<br />60% market share<br />100+ million viewers a night<br />‘The...
250+ Million active users<br />
And many ways to communicate with them:<br /><ul><li>Groups and Pages
Applications
Ads
Connect</li></li></ul><li>Above all when it comes to any social network<br />
If your customers are there, you must engage<br />
And do it honestly, humbly and openly<br />
They will respect you for it<br />
What about creating your own social network?<br />
You have lots of customers with similar tastes<br />
An example: The Pod Hotel, New York<br />
PodCulture: a social network for guests before they arrive<br />
Since implementing 2 years ago, customer retention is at an all time high, and revenue is up 400%<br />
What about a regional one…?<br />
BloggingPrinciple: make friends and influence people<br />
Not 16 year old girls<br />Source: emarketer.com<br />
The rewards of blogging<br />Builds community<br />Search Engine rankings:<br />Search friendly design<br />Attract links<...
Key success factors:<br />Identify powerful communities and individuals<br />Identify content ‘holes’<br />Consider your S...
Remember: social media influencers are unique<br />Short attention span: they get info served to them<br />Selfish: ‘What ...
There is someone Twittering about you<br />
Be ready to make the most of it<br />
Or you could just ignore it…<br />
1.2 million people search for “Delta Airlines” each month.<br />
A Ryanair employee comments on a blog…<br />
Followed by the official response<br />
Then the online community got hold of it<br />
Then the newspapers got hold of it<br />
These powerful sites often linked to this site…<br />
And we know how important good links are…<br />
“ It takes 20 years to build a reputation, and 5 minutes to ruin it. If you think about that, you will do things different...
How is online reputation different?<br />
It spreads faster...<br />
… and the evidence lasts longer <br />
Why is this important?<br />
Because peers are the most trusted source of recommendation<br />Edelman Trust Barometer 2008<br />
Tripadvisor.co.uk is the favourite website for UK users for holiday inspiration.<br />European Travel Commission<br />
88% of Trip Advisor Visitors are influenced by the content the read on the site<br />
Consumer Generated Content influences over $10 Billion per year in online travel<br />Compete.com<br />
People are talking, are you listening?<br />
What to track?<br />
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eMarketing For Wine Tourism

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eMarketing For Wine Tourism

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

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