   Two types of currency on the web: Cash or    Content.   The fuel that drives:    ◦   Search Engine Optimization (SEO)...
   What works for Tourism?    ◦   Events.    ◦   Activities    ◦   History.    ◦   The Region.    ◦   Visitors.    ◦   Ot...
   Shouting/Broadcasting    instead of conversing.   Engaging without    measuring.   Focusing on platforms    or activ...
   Social Media = Networking3   Principles are the same, but...    ◦ Geography-Independent.    ◦ Time Efficient.    ◦ Ca...
   People doing or    saying    something they    are proud of will    send people to    see it.   If tagged, this    ca...
   Typical user    has well over    150 friends.   Having 10 photos from an event tagged on    your Facebook page can me...
   Daily “what’s up in your neighbourhood”    posts?   Creative uploading and/or tagging of    photos?   Co-operative p...
    SEO can be likened to a 3 legged stool (we know     what happens if one of the legs is missing).     These legs are:1...
   Many see SEO as an awkward, artificial process.   To succeed in having a site that appeals to both    users and searc...
   At a minimum, get basic Search Engine Optimization in place    to get more visitors.   Page Titles, Page Descriptions...
   Searchers know way less about your business than you do    and may use different language than you do to search for   ...
   Super-easy to create (we’ll create    one after the presentation, time    allowing).   Free opportunity to have one o...
   “Premium” sites operate on a Cost Per Thousand    (CPM) model.   The most cost-effective online advertising is based ...
   Typically banner ads and rich media.   We recommend you get “good” at PPC advertising    and understand your advertis...
   This model means that you ONLY pay if someone clicks    on your ad and comes to your site.   Google Adwords is the ma...
Sponsored Links/Adsfor a rather“broad” search.“whale watching VictoriaBC” will be an expensivekeyword to bid on as it’sso ...
A “narrower” search brings aresults page with zero ads on it.Lack of competition means arelevant ad (targeting at “whalewa...
The Google Keyword Tool lets youconduct research on keyword searchvolumes by month.https://adwords.google.com/select/Keywo...
• Theme-targetedtext and bannerads set to displayonly to visitors inspecificgeographicregions.• Can be very lowcost.      ...
Can target by:• Radius around a point.• Defined Geographic Region.
   Picking very specific targets (geographic,    demographic or keyword targets) is the way    that small companies can b...
   Fantastic demographic targeting.   Great opportunities for targeted engagement.
   Think in terms of niches versus blanket    advertising.   Click-through rate (percentage of folks    viewing the ad w...
   What’s the value of reaching your own portfolio of relevant    niches for as little as a few dollars a day vs. paying ...
   Google Algorithm Changes.    ◦ Fresh, relevant content more important than ever      (plus fresh links to it).    ◦ Re...
   Last year just claiming    your Google Places Page    was a big help – this year    you want to optimize it!   Result...
Get seen by Google: Google is factoring in more 3rd party data than ever. Notice below how:    ◦ Google results are pulle...
   Another great way that small companies can beat large    companies.   Still tons of value in traditional PR.   A pra...
   Google Analytics Source Tracking was updated last year.   Through a simple process you can create custom “hooks” for ...
   The majority of 25-34 and 18-24    year olds now own smartphones    (64% and 53% respectively).   79% of smartphone c...
   Most importantly, while this shift is    happening before our eyes, few    companies are acting on it, creating    gre...
   Traditional sites simply    don’t translate to Mobile.
   Call.   Get Directions.   Book.   Other?
   “List view” or custom    display within one    click of home page    (might actually be on    home page).   Ideally, ...
   Tablets? Not clear yet how long term usage patterns will    unfold. That said, even companies not currently    concern...
   Find a couple areas to experiment in.   Learn enough about them to make sure you’re making a    meaningful effort.  ...
   Q&A   Give me a call if you have any questions or are interested in    any of the areas we talked about!   Shameless...
Web Marketing Success - Tourism 2012 - Part II
Web Marketing Success - Tourism 2012 - Part II
Web Marketing Success - Tourism 2012 - Part II
Web Marketing Success - Tourism 2012 - Part II
Web Marketing Success - Tourism 2012 - Part II
Web Marketing Success - Tourism 2012 - Part II
Web Marketing Success - Tourism 2012 - Part II
Web Marketing Success - Tourism 2012 - Part II
Web Marketing Success - Tourism 2012 - Part II
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Web Marketing Success - Tourism 2012 - Part II

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Part II of II from April 25 presentation at Tourism Victoria.

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Web Marketing Success - Tourism 2012 - Part II

  1. 1.  Two types of currency on the web: Cash or Content. The fuel that drives: ◦ Search Engine Optimization (SEO). ◦ Social Media. ◦ Conversion. ◦ Advertising (i.e. Adwords Quality Score).
  2. 2.  What works for Tourism? ◦ Events. ◦ Activities ◦ History. ◦ The Region. ◦ Visitors. ◦ Other attractions or operations. ◦ Etc, etc, etc...
  3. 3.  Shouting/Broadcasting instead of conversing. Engaging without measuring. Focusing on platforms or activities without first considering overall goals.
  4. 4.  Social Media = Networking3 Principles are the same, but... ◦ Geography-Independent. ◦ Time Efficient. ◦ Can be highly leveraged (exposure to connections’ connections).
  5. 5.  People doing or saying something they are proud of will send people to see it. If tagged, this can happen automatically!
  6. 6.  Typical user has well over 150 friends. Having 10 photos from an event tagged on your Facebook page can mean 1500+ impressions to the Friends of your tagged subjects.
  7. 7.  Daily “what’s up in your neighbourhood” posts? Creative uploading and/or tagging of photos? Co-operative pages or multi-organization destination strategies? (i.e. multi-site contest?).
  8. 8.  SEO can be likened to a 3 legged stool (we know what happens if one of the legs is missing). These legs are:1. Site structure and coding.2. Great, relevant content.3. Links from related sites. While some of the details have changed, this is a formula that’s always held true. Cont...
  9. 9.  Many see SEO as an awkward, artificial process. To succeed in having a site that appeals to both users and search engines you need to get beyond that. We advocate that you: 1. Use research to find the actual terms (keywords) people are using to search for your type of product or service. 2. Incorporate these keywords into your site copy. 3. Optimize the relevant pages on your site for the relevant keywords. Not so hard, but few people do it well!
  10. 10.  At a minimum, get basic Search Engine Optimization in place to get more visitors. Page Titles, Page Descriptions, sufficient text, SEO-friendly copy. Search Engine Optimization Starter Guide - Google Page Title Page Description
  11. 11.  Searchers know way less about your business than you do and may use different language than you do to search for your type of business. Find what language they use and incorporate it on your site. https://adwords.google.com/select/KeywordToolExternal (see next page...)
  12. 12.  Super-easy to create (we’ll create one after the presentation, time allowing). Free opportunity to have one on every poster, flyer or brochure displayed in a public location (i.e. The Airport or Ferry) . Keep in mind, however, it’s a MOBILE experience.
  13. 13.  “Premium” sites operate on a Cost Per Thousand (CPM) model. The most cost-effective online advertising is based on a Pay Per Click (PPC) model.
  14. 14.  Typically banner ads and rich media. We recommend you get “good” at PPC advertising and understand your advertising ROI before trying CPM. Ask CPM ad reps for critical info like Frequency and expected ClickThrough rates (CTR) before advertising. With the expected CTR in hand you can calculate approximate “cost per click” to compare it to your PPC efforts.
  15. 15.  This model means that you ONLY pay if someone clicks on your ad and comes to your site. Google Adwords is the main PPC ad source but there are many other networks. This also means that advertisers favour higher performing ads. If you do a better job than your competitors at creating compelling ads, you’ll get better placement at lower cost. Google/Bing are easy to set up but have many hazards for the casual user (quite challenging for competitive areas). Facebook/Linkedin ads are both ridiculously easy to set up!
  16. 16. Sponsored Links/Adsfor a rather“broad” search.“whale watching VictoriaBC” will be an expensivekeyword to bid on as it’sso competitive.Note that “premium” toppositions are a result ofthose ads achieving greatperformance.Also note that it’s not justthe bid but Bid X Qualityscore that determinesyour placement.
  17. 17. A “narrower” search brings aresults page with zero ads on it.Lack of competition means arelevant ad (targeting at “whalewatching sooke bc”) would bevery cost effective.The challenge is that this termwill have low search volumeTo get traffic you must create a“portfolio” of keywords.As you learn to convert this lessexpensive traffic, you’ll learn totackle more competitivekeywords.
  18. 18. The Google Keyword Tool lets youconduct research on keyword searchvolumes by month.https://adwords.google.com/select/KeywordToolExternal• Volume of search is shown by regionfor the keyword you selected as wellas similar terms.• Consider all “match types” (Google“Adwords match types” for more info).• Bear in mind that figures may not beaccurate for low volume keywords.• You can download the results andsee seasonal patterns.
  19. 19. • Theme-targetedtext and bannerads set to displayonly to visitors inspecificgeographicregions.• Can be very lowcost. Theme/keyword Remarketing•Remarketing driven text ad Display Adopportunities! (Swimming Pools)• Geo-targeting…
  20. 20. Can target by:• Radius around a point.• Defined Geographic Region.
  21. 21.  Picking very specific targets (geographic, demographic or keyword targets) is the way that small companies can beat larger organizations with bigger budgets. Can make a meaningful, repetitive impression on select targets (get 10 people 100% of the way there instead of getting 100 people 10% of the way there). Think in terms of a “portfolio” of niches.
  22. 22.  Fantastic demographic targeting. Great opportunities for targeted engagement.
  23. 23.  Think in terms of niches versus blanket advertising. Click-through rate (percentage of folks viewing the ad who click on it) is low, but this means you get tons of dirt cheap ad impressions.
  24. 24.  What’s the value of reaching your own portfolio of relevant niches for as little as a few dollars a day vs. paying large sums for a one-time, untargeted print ad?
  25. 25.  Google Algorithm Changes. ◦ Fresh, relevant content more important than ever (plus fresh links to it). ◦ Review sites. ◦ Links from other Google properties. ◦ Links from Social Media, including Google + (“Social Signal”.
  26. 26.  Last year just claiming your Google Places Page was a big help – this year you want to optimize it! Results in increased exposure in Google Maps, better/more placement in Google Search (for local businesses) and a great source of links for your site.
  27. 27. Get seen by Google: Google is factoring in more 3rd party data than ever. Notice below how: ◦ Google results are pulled from Urban Spoon.com. ◦ The restaurant with the most and best reviews is at the top of the page! Come up with a Review Strategy (but read the fine print).
  28. 28.  Another great way that small companies can beat large companies. Still tons of value in traditional PR. A practice we call “online PR” or “niche PR” has emerged which is very accessible to businesses of any size. Much like picking the right level to compete at in other areas, you simply: ◦ Do research to develop a list of relevant bloggers/writers of a size you’re comfortable approaching. ◦ Contact them respectfully, commenting specifically on something they’ve written and explain why your launch/opening/etc is relevant and worth mention to their readers. ◦ Keep going! Over time you’ll build a great “house list” and grow to be comfortable approaching larger sites, blogs and publications.
  29. 29.  Google Analytics Source Tracking was updated last year. Through a simple process you can create custom “hooks” for your posted links that let you know exactly which “campaign” a visitor came from (i.e. Email newsletter, Tweet, Facebook Wall post). There’s a bit of a learning curve, but it’s well worth diving into.
  30. 30.  The majority of 25-34 and 18-24 year olds now own smartphones (64% and 53% respectively). 79% of smartphone consumers use their phones to help with shopping, from comparing prices, to finding more product info, to locating a retailer. 70% use their smartphones while in a store. 77% have contacted a business via mobile, with 61% calling and 59% visiting the local business.
  31. 31.  Most importantly, while this shift is happening before our eyes, few companies are acting on it, creating great opportunities for first- movers! Important to keep in mind that: ◦ Mobile searchers are typically looking to find or contact your business (so make these things VERY clear on your mobile site. ◦ Mobile searchers take action on their searches at a dramatically higher rate then desktop searchers.
  32. 32.  Traditional sites simply don’t translate to Mobile.
  33. 33.  Call. Get Directions. Book. Other?
  34. 34.  “List view” or custom display within one click of home page (might actually be on home page). Ideally, have actions for each location presented right on their listing.
  35. 35.  Tablets? Not clear yet how long term usage patterns will unfold. That said, even companies not currently concerned with Mobile (i.e. Traditional tech/software) will have to pay attention to how/where they are being used. Overall, a best practice is to embrace “light” sites that will display quickly regardless of connection type (3G, 4G, WiFi, Public WiFi). PPC Advertising already presents a HUGE advertising opportunity for some industries as you can target Mobile explicitly (and yet few people are). Ad opportunities? e.g.18% of searches related to “car batteries” in Canada are from Mobile. 30% for “tow truck”
  36. 36.  Find a couple areas to experiment in. Learn enough about them to make sure you’re making a meaningful effort. Keep costs and effort as low as possible until you’ve established there’s potential in the areas you’re targeting. Test and grow your efforts while building your own set of best practices. Try new things. Measure everything!
  37. 37.  Q&A Give me a call if you have any questions or are interested in any of the areas we talked about! Shameless plug: I very strongly encourage you to dig into web marketing. That said, if you need a hand, our team of 6 specialists is standing by!

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