Using Data & Analytics to Convert Prospects to Visitors

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Using Data & Analytics to Convert
Prospects to Visitors
MACVB Summit
St. Cloud, MN
Tuesday, June 7, 2022

8
DO YOU WANT MEASURABLE
RESULTS OR IMPRESSIONS?
YOU NEED A PLAN

• Reach targeted prospects
• Drive incremental overnight stays
• Enhance non-peak periods of business
• Maximize prospect engagement
• Increase website hotel page views
10
TCG STRATEGIC OBJECTIVES

• Audience: Who are your visitors?
• Acquisition: How did they find you?
• Behavior: What did they do on your website? What content gets
viewed the most?
• Conversions: Are visitors’ and your goals being met?
13
Four areas of analysis:

WHAT IS YOUR DESTINATION’S
TOILET PAPER & DETERGENT?

WHAT ITEMS DROVE THE
GREATEST STORE
TRAFFIC?
SUNDAY FRONT COVER

36
• Google Search Console
• Google SERPs
• MOZ (free account - 10 queries per month)
• YOAST SEO WordPress plugin
Free SEO Tools

43
• Create a landing page for each topic of interest:
• Various attractions
• Parks
• Activities, etc.
• Create a page that will serve as CORNERSTONE CONTENT for the main keyword phrase
you want to rank on search engines
• Create posts with related content and link the keyword text to the Cornerstone page.
• Minnesota Waterfalls: North Shore to the BWCA (CORNERSTONE)
• Explorer’s Guide to Waterfalls in Lake County, MN (SUPPORTING CONTENT)
• Optimize each page for ONE keyword phrase (i.e. “minnesota waterfalls” or “mn
waterfalls map”). Keyword phrase should be in the:
• Title
• Meta Description
• Headings and Subheadings
• Intro paragraph
• Alt tags on images
Developing an On-Page SEO Strategy

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Using Data & Analytics to Convert Prospects to Visitors

1. Using Data & Analytics to Convert Prospects to Visitors MACVB Summit St. Cloud, MN Tuesday, June 7, 2022

3. Text 919-608-7260 WIN THE BOSS’S MONEY!

5. Today’s Panel Jill Anderson Sr. Director of Marketing Meet Minneapolis Steve Markuson VP Brand Strategy MediaOne Al Stauffacher Director Twin Cities Gateway Kat Holm Marketing Director Lovin’ Lake County

8. 8 DO YOU WANT MEASURABLE RESULTS OR IMPRESSIONS? YOU NEED A PLAN

10. • Reach targeted prospects • Drive incremental overnight stays • Enhance non-peak periods of business • Maximize prospect engagement • Increase website hotel page views 10 TCG STRATEGIC OBJECTIVES

11.

12. DATA + ANALYTICS = INSIGHTS

13. • Audience: Who are your visitors? • Acquisition: How did they find you? • Behavior: What did they do on your website? What content gets viewed the most? • Conversions: Are visitors’ and your goals being met? 13 Four areas of analysis:

14. 14

15. 15

16. 16

17.

18. WHAT IS YOUR DESTINATION’S TOILET PAPER & DETERGENT?

19. 2017 “HOW DO I MARKET A DESTINATION?”

20.

21. WHAT ITEMS DROVE THE GREATEST STORE TRAFFIC? SUNDAY FRONT COVER

22.

23. DRIVE TRAFFIC BUILD THE BASKET BRAND LOVE (LOYALTY)

24. TOP LANDING PAGES

25.

26.

27.

28.

29. Twin Cities Gateway U of MN Tourism Center Visitor Profile Study Fall & Winter Seasons 29

30. COMPARISON OF ALL HOTELS – SUMMER/FALL

31. COMPARISON OF ALL HOTELS – WINTER

32. FEEDER MARKET TAKEAWAYS

33.

34. 34 FOOT TRAFFIC TRACKING

35.

36. 36 • Google Search Console • Google SERPs • MOZ (free account - 10 queries per month) • YOAST SEO WordPress plugin Free SEO Tools

37. 37

38. 38

39. 39

40. 40

41. 41

42. 42

43. 43 • Create a landing page for each topic of interest: • Various attractions • Parks • Activities, etc. • Create a page that will serve as CORNERSTONE CONTENT for the main keyword phrase you want to rank on search engines • Create posts with related content and link the keyword text to the Cornerstone page. • Minnesota Waterfalls: North Shore to the BWCA (CORNERSTONE) • Explorer’s Guide to Waterfalls in Lake County, MN (SUPPORTING CONTENT) • Optimize each page for ONE keyword phrase (i.e. “minnesota waterfalls” or “mn waterfalls map”). Keyword phrase should be in the: • Title • Meta Description • Headings and Subheadings • Intro paragraph • Alt tags on images Developing an On-Page SEO Strategy

44. 44

45. 45

46. 46 Keyword Search, Organic, SEO

47. 47 Contextual Search Marketing

48. 48 Foot Traffic

49. 49

50. 50

51. 51 Q Questions?