8 Things You Must  Do In Internet    Marketing
Critical PathTo Conversion
Manage The Funnel   Engagement   Rate  Conversion  Rate
Manage The FunnelAlmost AllAlready Know You:Branded Keywords +Direct +Email +Leads
Convert The Convered
1. Own Your People1. Identify which ones are in the market this year:Email: "Coming To Durango?"Facebook: Opt-In For 2012 ...
More Engaging
Manage The Funnel   Engagement   Rate  Conversion  Rate
2. Know Your PeopleSegment And Narrowcast The Conversation ● Pinpoint Actionable Feedback ● What do you ask on the phone? ...
2. Know Your People
6. Know Your Audience
3. Have A Conversation
3. Have A Conversation
More Conversions
Manage The Funnel   Engagement   Rate  Conversion  Rate
4. Expand Conversion Points   Create More Soft Conversion Points with a Reason    ● Sweepstakes    ● Facebook (with cautio...
5. Optimize Conversion        Move All Soft      Conversion Points       behind Primary        Conversion
5. Optimize ConversionRemove any non-conversion piece behind conversion pages
5. Optimize Conversion
5. Optimize Conversion
6. Stop Anti-Social Social
6. Stop Anti-Social Social
7. Focus On The 72 Hour Window 1. Find all Leads that contacted you in the last week     1. Contact Forms     2. Open rese...
8. Email To A Content CalendarEmail still Converts more than anything. Still.Example Content Calendar: 1. Segment by in-st...
9. Dont Be Too Busy To Be SmartAre you really so busy handling Onesies and Twosies thatyou cant address the 350,000 people...
Manage The Funnel   Engagement   Rate  Conversion  Rate
Review    1. Own Your People    2. Know Your People    3. Have A Conversation    4. Increase Conversion Options    5. Opti...
Thank Youwww.slideshare.net/richardaburrell  ra@honey.travel  www.honey.travel
And Now         Kory Samson     Gateway ReservationsDestination Marketing And The     Conversion Challenge
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8 Things in Internet Marketing You Must Do

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8 Things in Internet Marketing You Must Do

  1. 1. 8 Things You Must Do In Internet Marketing
  2. 2. Critical PathTo Conversion
  3. 3. Manage The Funnel Engagement Rate Conversion Rate
  4. 4. Manage The FunnelAlmost AllAlready Know You:Branded Keywords +Direct +Email +Leads
  5. 5. Convert The Convered
  6. 6. 1. Own Your People1. Identify which ones are in the market this year:Email: "Coming To Durango?"Facebook: Opt-In For 2012 Specials2. Strike During the Planning Time:Email: "Get The Most Out Of 2012"Facebook: Show SpecialsWhat To Do With Them: ● Must email them at least 1 time every 4 months ● Make repeats easy: Points Program
  7. 7. More Engaging
  8. 8. Manage The Funnel Engagement Rate Conversion Rate
  9. 9. 2. Know Your PeopleSegment And Narrowcast The Conversation ● Pinpoint Actionable Feedback ● What do you ask on the phone? ● If you knew _____, what would you do differently? ● When do they plan? ● When do they buy? ● Stop asking how they found you and other nice to knowSegments: ● Location: In-State vs. Out-of-State ● Time Of Year: Planning vs. Buying ● Source: durango family vacation vs. email vs. Leads
  10. 10. 2. Know Your People
  11. 11. 6. Know Your Audience
  12. 12. 3. Have A Conversation
  13. 13. 3. Have A Conversation
  14. 14. More Conversions
  15. 15. Manage The Funnel Engagement Rate Conversion Rate
  16. 16. 4. Expand Conversion Points Create More Soft Conversion Points with a Reason ● Sweepstakes ● Facebook (with caution) ● Build Your Own Trip ● Get A Quote ● Send To A Friend ● Have Us Call You ● Talk To A Guide ● Call Now ● Have Questions ● Get deals on Facebook ● Get a free picture ● Not Deals
  17. 17. 5. Optimize Conversion Move All Soft Conversion Points behind Primary Conversion
  18. 18. 5. Optimize ConversionRemove any non-conversion piece behind conversion pages
  19. 19. 5. Optimize Conversion
  20. 20. 5. Optimize Conversion
  21. 21. 6. Stop Anti-Social Social
  22. 22. 6. Stop Anti-Social Social
  23. 23. 7. Focus On The 72 Hour Window 1. Find all Leads that contacted you in the last week 1. Contact Forms 2. Open reservations 3. Phone calls 4. Lead programs 5. Deals 6. Other Opt-Ins and Soft Conversions 2. Remove anyone who made a Reservation 3. Ask for the Reservation"Hello, We saw that you _____, but we dont have youbooked. May is filling up. Can we suggest _____ ...
  24. 24. 8. Email To A Content CalendarEmail still Converts more than anything. Still.Example Content Calendar: 1. Segment by in-state, out-of-state 1. In-State gets greater frequency 2. Out-Of-State gets a reason to come 2. Coordinate Message with Social, and Partners 3. Post It 4. Write It - Stage the following emails to reinforce 5. Send It - in season it should just the release button
  25. 25. 9. Dont Be Too Busy To Be SmartAre you really so busy handling Onesies and Twosies thatyou cant address the 350,000 people who Like www.Facebook.com/VisitColorado?Are you really so busy handling today that you cant send aproper email tomorrow?
  26. 26. Manage The Funnel Engagement Rate Conversion Rate
  27. 27. Review 1. Own Your People 2. Know Your People 3. Have A Conversation 4. Increase Conversion Options 5. Optimize Conversion Points 6. Stop Anti-Social Social 7. Focus On The 72 Hour Window 8. Use Content Calendars 9. Stop Being Too Busy To Be Smart
  28. 28. Thank Youwww.slideshare.net/richardaburrell ra@honey.travel www.honey.travel
  29. 29. And Now Kory Samson Gateway ReservationsDestination Marketing And The Conversion Challenge

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