Recommended
Recommended
More Related Content
What's hot
What's hot (20)
Similar to Using social media and search marketing to get your content seen online.
Similar to Using social media and search marketing to get your content seen online. (20)
Recently uploaded
Recently uploaded (20)
Using social media and search marketing to get your content seen online.
- 1. How to use social media and search marketing to get your business seen online
- 2. What we will cover • Defining goals • Measuring results • Identifying a target audience • Creating a persona • Key messages • How search works • Social media engagement • Reviews and online management
- 4. Increase sales; Increase in revenue from online sales Measurement
- 5. Increase cross-selling; The amount of customers buying multiple items/ services online. Measurement
- 6. Increase bookings; The number of bookings through your website/social. Measurement
- 7. Increase brand awareness; Number of visits to website/social. Number of mentions. Measurement
- 8. Increase positive reviews online; Monitor social, TripAdvisor, Google Knowledge card. Measurement
- 9. Changing perceptions/brand; Demographics in Google Analytics and social media Measurement
- 10. Know your audience Who are your customers? Do you sell B2B or B2C? • Age • Gender • Interests • Location • Job/Position • Homeowner
- 11. Meet Joe and Lisa My customer: Names: Joe and Lisa Age: 38 and 35 Interested in: Walking, dogs, animals, great views and the outdoors, good food, exercise Homeowner: Yes Job: Teacher and Sales Manager
- 13. My digital marketing channels Google – be found when people are searching for dog friendly hotels in the lake district. TripAdvisor – have a populated profile on TripAdvisor with reviews Facebook – The most popular social media network in the UK for people in their 30’s
- 14. Key message What do they want to hear? “This is a luxury dog- friendly hotel in the centre of Windermere, with easy access to a fantastic selection of walks and great restaurants.”
- 15. Google – how it works • Crawls using spiders • Indexes web pages • Based on the keywords it finds
- 16. PPC and SEO • Pay Per Click • Google Local Marketing • Search Engine Optimisation (organic search)
- 17. Google local marketing Unverified business page Verified business page
- 18. Keyword research • Dog-friendly hotels in the lake district 3,600 searches per month • Dog-friendly accommodation in the lake district 880 searches per month
- 19. Rules for content • Add interesting content for your readers • Add shareable content • Use the keywords identified during keyword research • Don’t duplicate content!
- 20. Who is viewing your website? Google Analytics • Who are your visitors? • How are they using your site? • Are they doing what you want? • Identify and fix any issues • Find out when and where are they looking
- 21. Social media Some facts • We spend over 2 and a half hours on social per day! • 48% of the ‘Baby Boomers’ generation are on social • Hotels that responded to more than 50% of social reviews grew occupancy rates by 6.4% - twice the rate of those who ignore reviews
- 22. Facebook • It’s estimated over 52% of the UK population use Facebook. • Average age is between 25-34
- 23. • 14 million Instagram users in the UK – that’s 1 in 5! • The average age of an Instagram user is between 18-24
- 24. • 200 million users worldwide – a 40% increase since last year! • Average age between 23-37
- 25. • 21 million people use LinkedIn in the UK
- 26. Twitter • 17.1 million people use Twitter in the UK • Average age of a Twitter user is between 25 and 34.
- 27. • Fast becoming the number one marketing channel for restaurants • 85% of customers reference TripAdvisor before booking a restaurant • Hotel guests read 6-12 reviews before booking
- 28. How to get reviews • Ask people! Put it onto your billing system or confirmation emails
- 29. What to do if you get a bad review? • DON’T PANIC! • Respond in good time • Care and take action • Never ignore them
- 31. Thank you!