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Workshop 2 :Driving business through the internet


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Day 2 of 3: Internet Marketing and Social Media Workshop held inCooktown, Queensland, Australia for tourism operators

Day 2 of 3: Internet Marketing and Social Media Workshop held inCooktown, Queensland, Australia for tourism operators

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  • 1. Workshop 2: Driving Business Through the Internet
    Blueprint for the Bush (B4B)
  • 2. Overview Workshop 2
    From last workshop – Hosting & SEO Basics
    Tourism and Consumer Behaviour Trends
    Target Markets - Experiential Marketing
    Website Optimisation – Photos and Video
    Search Engine Optimisation
    Pay Per Click/Action Campaigns
    Online Distribution/Booking
  • 3. Overview Workshop 2
    ATDW and Tourism Exchange
    Email Marketing
    Customer Relationship Management
    Analytics and Reporting
  • 4. Domain Names
    Domain name is the address used to find your site on the internet
    East to recognise, not too lengthy and meaningful to the target market
    Reflect brand name or com
    Use alternatives if name taken
  • 5. Domain Names
  • 6. Hosting
    All sites must be hosted on a web server
    Key generating regions determine where to host – Australia
    Disk space
    Monthly traffic
    Number of domains
    Email Features
    Site publishing
  • 7. Hosting
  • 8. Search Engine Optimisation (SEO): The Basics
  • 9. SEO – The Basics
    The process of designing and updating a Web site such that it is likely to show up in organic listings for relevant user queries on popular search engines like Google, Yahoo and MSN.
    Keywords, page titles, content
  • 10. Future Tourism Trends and Issues
    UNWTO – trends towards cultural holidays
    Increasing ethical scrutiny
    Ageing population
    Move to mini breaks
    Death of distance – localised travel
    Growth in numbers – emerging middle class in China and India
  • 11. Consumer Behaviour
    Social Shopping
    Speed and simplicity
    Changes in household composition
    Brand promiscuity
    Rise of intangibles
    Consumer identities and experiences
    Environmental concerns
    Self improvement
  • 12. Target Markets
    Domestic leisure tourists who prefer touring and do more on their travels – nature – outdoors - fishing – exploring – adventure etc. – travel as couples or small groups – and they research on-line
    International leisure tourists (NZ or EU, USA) who are interested in niche segments – history – culture –nature – and want the Australian experience - usually self drive or tour groups – and they research on-line.
  • 13. Experiential Marketing
    Global Experience Seeker:
    Unique, authentic experiences
    Aware of what destination has to offer – less receptive to NTO promotions
    Off the beaten track – experience lifestyles (destinations not necessarily on set tourism routes)
    Self discovery and education
    Drawn to destinations yet to be discovered
    Experience led campaigns attract these customers
  • 14. Experiential Target Market
    Spend money to ‘experience’ life's offerings
    Look for a variety of experiences
    Have a high net worth
    Will spend more
    Are well educated
    Are prolific internet users
  • 15. The seven key Australian Experiences
    Aboriginal Culture
    Nature in Australia
    Outback Australia
    Aussie Coastal Lifestyle
    Food and Wine
    Australian Major Cities
    Australian Journeys
  • 16. Implications for Cooktown
    Promote as unique and experiential (vs. observational) – promote USP
    Utilise web media, WOM and brochures to connect
    Deliver more than photo opportunities – engaging experiences
    Maximise the location
    Allie with competitors (bundling)
    Back stage experiences
  • 17. Implications for Cooktown
    Make sure the language in promotional activities reflect and sell the overall experience, not just a product – utilise style that is informal, relaxed, genuine and conversational in tone – emotive verbs and sensory adjectives
  • 18. Resources
  • 19. Overview: Website Optimisation
    Visual design (consumer behaviour)
    Updating – current content
    Basic SEO
  • 20. Use of Photos
    Images first item people see when visiting website
    Web is a visual medium - rich descriptions provide customers with context – read only 12% of what is written
    Use photos to set the scene and tell the story
    Experiential based
    Evoke emotions
    High/Med resolution Jpeg files
  • 21. Using Photos to Generate Conversations
    Format for the Web
    Rename your photo files
    Make your photo titles meaningful
    Enter rich descriptions
    Include your brand whenever possible
    Tag your photos with relevant keywords
    Link to your photos
  • 22. Making Photos Part of Your Tourism Business
    Increase the likelihood that your photos and pictures will benefit your brand on-line and potentially drive more traffic to your website. 
    Terms and conditions of photo release - customers
    Good quality camera and familiarisation
    Encourage multitude of photos – before, during and after
    At end of day download
    Upload the photos as soon as possible to a photo sharing website like
    Send an email to all the customers who went on the trip to let them know that the photos are available for viewing. 
    Make it easy for your customers to share the photos.
  • 23. Use of Videos
    Should aim to convert online visitors into guests
    Evoke an emotive story
    Allow user to identify themselves with what they are watching
    Same principles as photos
    More engaging
    ‘Home made’ or professional - technology
  • 24. Use of Videos
    Focus on people
    Keep the videos short
    Skip the fancy title screen
    Upload Videos to Web A.S.A.P
    Titles - from 75 to 120 characters.
    Description – 200 characters - descriptions should be detailed, utilising keywords - include the http:// as many video hosting sites will automatically convert the URL into a link.
    Tags: Again, be as detailed as possible utilizing top keyword phrases. You also need to include your brand, city, and topics.
  • 25. Use of Videos
  • 26. CMS
    Makes it easier for people to create, edit and publish content on a website. Historically, website publishing has required significant technical skills (HTML, programming). A good CMS allows non-technical authors and editors to easily and quickly publish their content.
    A CMS makes it easier for you to manage who creates, edits and publishes content. Because it establishes defined publishing processes, you can allocate specific publishing rights to various individuals.
  • 27. CMS
  • 28. SEO
    Find matching documents and display them according to relevance
    Frequent updates to documents searched and ranking algorithm
    Strive to produce “better”, more relevant results than competitors
  • 29. SEO
  • 30. SEO: Keywords
    Traffic – How often do people search using the keyword?
    Competition – How many other sites appear with this keyword?
    Relevancy – Is this the keyword people will use when searching for this product or service?
  • 31. Meta Tags
    Essential when search engines could not access content
    Now meta keywords have been made somewhat obsolete
    Not utilised by Google to rank pages and sites
  • 32. Submitting to Search Engines
  • 33. SEO: Article Writing
    One of the most effective ways of improving your search engine rankings is through writing and submitting articles.
    Write an article about something related to the subject of your website
    For every article directory that publishes your article you'll get a link to your website - other websites might 'pick-up' your article to publish on their own website - meaning you get even more links
  • 34. SEO: Article Writing
    So effective because each article is published on its own unique webpage, meaning your link might be the only external link on that page, which gives your link full 'strength‘
    Also, on topic directly related to your company and its offerings
  • 35. SEO: Article Writing
    Ezine Article -
    GoArticles -
    Articles Base -
  • 36. Link Building of your site
    Click web search
    Check competitors links
    Google business name and send link request
  • 37. Link Building
    Get published on other websites (blogs)
    Photo and video submissions
    Guest writing
    Comments of posts/blogs
    DMOZ directory
  • 38. Cooktown: Cooperative Link Building
    Create a Cooktown link building strategy
    Bundling (to create USP and SEO)
    Cooperative approach utilising links and hyperlinks
    Improves SEO of region and individual business
  • 39. PPC – How it Works
    PPC ads appear as “sponsored listings”
    Companies bid on price they are willing to pay “per click”
    Typically have very good tracking tools and statistics
    Ability to control ad text
    Can set budgets and spending limits
    Google AdWords and Overture are the two leaders
  • 40. PPC – How it Works
  • 41. PPC vs. Organic SEO
  • 42. PPC – Content Strategy
    One of the most important factors of a successful PPC campaign is writing successful ad copy.
    Using Keywords in your Headlines
    Call to action: Promotions and sales capture people's attention
    Qualifications and Guarantees
    Take them to a relevant landing page that contains rich content, including the searchers query and elements of the ad copy
  • 43. PPC – Content Strategy
    The role of PPC advertising is to drive traffic to your site, not to convert your visitors into buyers. That's the role of your Web site.
    Landing Pages
    CPA (cost per action)
  • 44. PPC – Set Up Accounts
    Google AdWords
  • 45. Online Booking
    Over 60% of tourists book online
    Essential component of web strategy
    Improve the value chain (intermediaries)
    Costs (licensing, installation & training, support)
    Is it suitable with current software (3rd party applications)
    Tourism E-Kit Provides overview and costs of all main systems
  • 46. Online Distribution
    A channel is simply a mechanism by which your product reaches the consumer
    Consumers are able to:
    See the real-time availability of the product
    Book online directly on the distributor website
    Allotments vs. real time inventory
    Payment methods
  • 47. ATDW
    National database of tourism products and destinations so that they can be published, promoted and sold through multiple websites and other digital media.
    ATDW distributors may also sell the tourism suppliers’ inventory (rooms, tours, events, and attractions) online using ATDW’s inclusive booking platform, the Tourism Exchange Australia (TXA)
  • 48. Benefits of ATDW
    Simple listing submission through your state government tourism office.
    One listing submission is delivered to hundreds of tourism websites and other digital channels.
    International exposure.
    Drives supplier marketing costs down.
    Millions of web pages are viewed per month
  • 49. ADTW Process
    Contact the ATDW representative at your state tourism office to organise for your product to be listed on the ATDW database so that it can be published on ATDW’s distributor websites.
    Costs vary depending on which state or territory you are based – average AUD100.00 per year
  • 50. ADTW Process
  • 51. Tourism Exchange
    The TXA allows multiple booking systems to connect at the same time and sell your inventory (rooms, tours, events, attractions) instantly online through ATDW’s many distributors.
    This gives you, the opportunity to sell your rooms, tours, events or attractions online through several websites with little effort and without the trouble of phone call or email bookings. The TXA looks after the transactions for you while bookings are being made through multiple websites.
  • 52.
  • 53.
  • 54. Tourism Exchange - Benefits
    Ability to select the distributors you wish to book your product
    Stop participating (opt out) at any time
    Customise your rates for different distributors
    Increase the exposure of your products in new markets
    Receive money immediately upon booking into your nominated bank account
    Always remain in control of your own inventory
  • 55. Email Marketing - Strategies
  • 56. Email Marketing - Strategies
    Give your newsletter a personality and a unique voice.
    Let your reader feel there is a human behind the email.
    Provide educational content, testimonials, and stories. Research proved they are very successful in newsletters.
    Use colours, brand your newsletter with your logo.
    No ad copy
  • 57. Email Marketing - Strategies
    Use headings to keep the reader focused
    Links and calling out areas that are clickable
    Landing Page
    Viral opportunities
  • 58. Email Marketing - Strategies
    When preparing your email-marketing calendar, there are a few things to consider:
    Internal and External Events
    Industry Events
    Customer Activities
  • 59. Who to Email
    Owner opted in from your site (newsletter subscription).
    Owner purchased from you within 2 years
    Owner handed you their business card knowing you would contact them.
    Owner completed an offline form and indicated they wanted to be emailed.
  • 60. Practical: Email/Newsletter Software
  • 61. CRM:
    Customer relationship management (CRM) is all about managing the relationships you have with your current – and future – customers. CRM combines business processes, people, and technology together to achieve one goal: obtaining and keeping customers satisfied. This strategy helps you learn more about your clients and their behaviour so that you can develop strong, enduring relationships that will benefit both you and your clients.
  • 62. CRM: Strategy
    A successful CRM strategy is built by addressing three fundamental concerns:
    Understand who your customers are.
    Understand how both parties derive value from the relationship
    Build processes and systems to remove blockages.
  • 63. Practical: Online CRM Package
  • 64. Analytics and Reporting
    Evaluating marketing efforts is essential
    Tracking code on your site differentiates sources of traffic and visitor behaviour.
    Page Views: The number of pages viewed is the basis of analytics and site traffic.
    Unique Page Views: A filtered view based on the number of pages a visitor views without the duplication of double visits to various pages.
  • 65. Analytics and Reporting
    Frequently Visited Pages: The popularity and number of pages can show what content brings in long tail traffic and other insightful facts.
    Visitors: The start of all in-depth analytics.
    Hits are a misleading measure. Hits are the number of requests that your browser makes to a website server in order to display one or more pages.
  • 66. Google Analytics
    Google Analytics is a free website statistics program provided by Google. It is an essential tool for website owners to understand how visitors access and interact with your website. It provides easy-to-understand graphs and analytics information about your website traffic, enabling you to monitor and refine the information on your website.
  • 67. Resource