Most co’s don’t connect business strategy to web strategy.Knowing who you’re trying to reach (prioritized) gives you a framework for decision-making (i.e. With presentation AND advertising).In front of – RESEARCH! Ads, Facebook, SEO, Groups on Linkedin, in person.Conversion = into a customer, lead, more engaged visitor.
S SA EXAMPLE!!!
S SA EXAMPLE!!!
Example is not fully “run” yet.
Web Marketing Success - Tourism 2012 - Part I
A wide range of marketing experience in the room. (Just hit me up afterwards if you need explanation or expansion on any particular topic). Rob’s Background.
Cut through the noise. Empower and inform. Share practical ideas on where to start.
True merit wins. The web is accessible – you can find out how to do anything. “Measurability” and transparency create great opportunities for those brave enough to be wrong!
Know who you’re trying to reach. Find out how to get in front of them in relevant settings. Get good at “conversion” of web visitors.
The act of getting someone to the next level of engagement: ◦ Purchase. ◦ Reservation. ◦ Phone call. ◦ Get directions to your business. ◦ Sign up... Critical to measure conversion elements through Google Analytics (free). Cont...
Every page on your site should be optimized to be as persuasive as possible in getting your visitor to take the next logical step. ◦ Prioritize your visitors. ◦ Consider the context – how did they get there/why are they there? ◦ Remove any obstacles. ◦ Build the necessary trust and credibility. ◦ Invite the next step with a relevant call to action. Small companies can beat large ones in this arena.
Trust and Credibility Clear Call to ActionVisitor Priorities VERY Focused!
Prioritization of 5different offers whilestreamlining theselection process. 1 2 3 Trust and Credibility- building throughout. 4 5Removal ofobstacles Call to Action
The A/B Test ◦ Easier than ever. ◦ Dramatically powerful. Ads Landing Pages Calls to Action Email You name it!
Knowing your visitors means knowing their next logical step on your site/page – always invite them to take that step.
Nobody will book with you or visit your location until you’ve built credibility and trust with them. Look & feel, testimonials, photos, reviews are great “credibility indicators.” Aside from simply getting a customer, folks will actually pay a premium for a place/service they trust more.