From Business goals to Revenue!

1. Internet
Marketing
For Hotels
and Places

2. 5 o’click — performance
marketing agency
Stanislav Usaty
Managing partner
Nikita Karpov
Sales manager

3. Business Goals
Types of Business Goals:
Easy To
Measure
important,
but difficult
measure
1. To sell all the rooms during summer
period (Hotel)
2. To attract 5000 new visitors to the
region at 2016 (City/Region)
3. To improve attitude
to brand (knowledge, reputation),
to correct positioning

4. Why goals
should be
measurable?
You should track
different types of KPI’s:
1. Website Traffic
2. Conversions to order (% and quantity)
3. Cost of visitors/orders
4. Revenue gained
5. ROI (Return on investment)
To know if how
the campaigns
are profitable
or unprofitable!

5. Sales Funnel for Client
250 000 ₽
Advertising
budget
Sales
413
Customer
conversion: 16%
Income
6.2 mn ₽
Average bill:
15 000 ₽
Profit
1.86 mn ₽
Profit: 30%
Profit
1.61 mn ₽
ROMI: 615%
Conversion: 15%
Calls
2 500
Cost of goal:
100 ₽
Conversion: 0,5%
Filled forms
83
cost of goal:
3 012 ₽
Visits
16 667
Cost of visit: 12 ₽
INVESTED
EARNED

6. Sales Funnel — Raw Data

7. Target Audience
More you segment — more profit you get!
Types of segmentations:
1. By geography
2. By interests
3. By gender/age/etc
4. By their income
...and so on

8. Visits to Greece by foreign tourists
Country 2012 2013 % changes
% of the
total share 2012
% of the total
share 2013
Germany 616 585 700 428 13,60 % 12,77 % 12,92 %
Other European countries 477 739 597 252 25,02 % 9,90 % 11,02 %
United Kingdom 612 494 519 828 -15,13 % 12,69 % 9,59 %
France 304 968 358 038 17,40 % 6,32 % 6,60 %
Turkey 241 375 346 009 43,35 % 5,00 % 6,38 %
Russia 229 370 337103 46,97 % 4,75 % 6,22 %
Bulgaria 264 206 331 572 25,50 % 5,47 % 6,12 %
Albania 237 717 258 565 8,77 % 4,92 % 4,77 %
Italy 163 888 203 531 24,19 % 3,39 % 3,75 %
Urvled States 130 787 166 072 26,98 % 2,71 % 3,06 %
Netherlands 135 412 165 987 22,58 % 2,80 % 3,06 %
Servia 114 054 164 023 43,81 % 2,36 % 3,03 %
Cyprus 179 952 150 849 -16,17 % 3,73 % 2,78 %
Sweden 99 752 102138 2,39 % 2,07 % 1,88 %
Belgium 97 224 101 416 4,31 % 2,01 % 1,87 %
Poland 52 745 98132 86,05 % 1,09 % 1,81 %
Norway 89 602 84 585 -5,60 % 1,86 % 1,56 %
Romania 69 387 83 318 -6,79 % 1,85 % 1,54 %
Switzerland 81 577 81 628 0,06 % 1.69 % 1,51 %
Denmark 58 909 68 026 15,48 % 1,22 % 1,25 %
Austria 69 365 61 592 -11,21 % 1,44 % 1,14 %
Czech Republic 68 636 52 292 -23,81 % 1.42 % 0,96 %
Israel 49 274 51 366 4,25 % 1,02 % 0,95 %
Finland 54 122 48 791 -9,85 % 1,12 % 0,90 %
Canada 33 421 41 213 23,31 % 0,69 % 0,76 %
Spain 68 292 34 813 -49,02 % 1,41 % 0,64 %
Australia 33 083 31 679 -4,24 % 0,69 % 0,58 %
Hungary 17 215 17 403 1,09 % 0,36 % 0,32 %
Other Asian countries 21 755 15 413 -29,15 % 0,45 % 0,28 %

11. How to segment via
marketing channels?
1
Search Queries
2
Social Ads
segmentation
3
Email segmentation

12. SEO/PPC
targeting
Brand keywords
(“sokos/hilton”)
Wide keywords
(“hotel moscow”, “helsinki hostel”)
Stars keywords
(3/4/5*)
Geo keywords
Service
(“spa hotel”, “hotel with gym”)
Price
(“cheap hostel“, “luxury suit”)
By district
(“hotel center”, “south”)
By subway station
(“room gostiny dvor”)

13. How and where to implement
segmentation?
Your website
Local domains/languages
Customized Landing Pages
for every group
Marketing tools
Big list of narrow keywords
Hundreds of narrow PPC ads
Big piece of narrow Social Ads
Narrower segmentation —
more profit you get

14. 2 31PPC
(Pay Per Click)
SEO
(search engine
optimization)
Hidden
marketing
The most efficient tools

15. PPC: Resume
If you are not a specialist in PPC,
you have to be a specialist in finding or hiring them
Complicated and time-consuming
Correlation between money and result.
Close your wallet — visits stop
Non-converting site — waste of money
Incorrect campaign settings, bad SC and
poor ads are (look previous point)
Best for well-known products. Clients have
to know what to ask
Easily measurable efficiency

16. Love High rating
Top A lot of visits
Increasing sales Profit
PPC: Resume
!

17. PPC vs SEO
Cost
Time
PPC
SEO

18. SEO: Open the black box
Technical (inner) optimization
Semantic core and copywriting
Incoming links mass

19. SEO: Technical task example
1. Create a “sitemap” file
2. Rewrite the meta tags correctly
3. Decrease the site loading speed
4. Create the landing-pages for
high‑frequency requests

20. SEO: semantic core
High-frequency request
Often asked
A lot of competitors
Expensive promotion
Low conversion
Low-frequency request
Rarely asked
No competitors
Cheap promotion
High conversion

21. Links mass dynamics

22. SEO: resume
Finally, seo is the tool for strong-willed,
patient and prudent businessmen.
Use strategy and focus on business goals
Strategic investment. No immediate results
Advantage - cheap targeted traffic for a long time
Target traffic is important, not the positions
ROI

23. Hidden marketing
Hidden Marketing is the reviews on forums,
blogs, theme websites. These reviews are written
by real people. Other people read them and make
their opinion and the wish to come or buy.
John Smith
2 hrs ago
Chargin all came super!!! But forgot to order XLR pl
phone!!! Waiting for...

24. HM: how we do it
1. Find the sites, forums, blogs
where your audience lives
2. Create the map of
advantages of your products
3. Register and level users
(or use ours)
4. Prepare and post reviews
5. Prepare scenarios
of conversations
(based on real stories)
6. Maintain the conversations
and comments
7. Focus groups
8. Monthly reporting

25. Final
Ask us everything you want
but do it slowly please ;-)
5oclick.ru
+7 (921) 096-09-92
sales@5oclick.ru
Contact us