This document outlines a hotel's digital marketing initiatives for the fourth quarter of 2014, including creating holiday web pages, holiday promotion strategies, optimizing those pages for social sharing, an upcoming webinar on holiday strategies, performing a digital marketing audit of their website and competitors, and increasing citations and listings to improve search engine visibility. It provides examples of on-page and off-page promotion tactics and recommends claiming and enhancing listings on directories, local citation sites, and travel sites.

1. Q4 Digital Marketing
Initiatives
October – December 2014 | Scorecard Initiatives
Milestone Confidential

2. What Hoteliers are Focused on Now
Milestone Confidential 2
www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg

3. Milestone Confidential
Q4 Marketing
Initiatives

4. Milestone Confidential 4
Increasing Holiday Stays
www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg

5. Creating Holiday Web Pages
Eligible Clients
 What? Designing and programming complimentary holiday pages on website
Milestone Confidential 5
www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg
 Why?
 Opportunity to explore all the holiday festivities in the local market to capture
seasonal visitors
 Adds fresh, timely, and engaging content
 Content focuses on capturing your holiday travelers by discussing:
1. Things to do
2. Dining outlets (on- or off-site)
3. Shopping outlets
4. Local Deals
5. Relevant hotel packages (if they are available)

6. Milestone Confidential 6
Holiday Page Example
www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg

7. 7
All Clients
Then: Discuss, identify, and deploy holiday-related promotion
Milestone Confidential
Holiday Strategies
www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg
 On-page examples
1. Offer a holiday themed special
offer or package (or re-purpose
an existing one)
2. Create a holiday events/offers
page
strategies
Holidays may include Thanksgiving, Black Friday, Christmas, New Years and more!
 Off-page examples
1. Holiday themed check-in offer on
hyper local channels
2. Holiday offers featured as Yelp CTA
(call-to-action)
3. Cross-optimize fresh holiday content
on social channels and Google+
4. Leverage email campaigns
5. Create holiday-targeted PPC ads
(Milestone PPC team initiative!)

8. 8
OG Tags for Holiday Pages
Milestone Confidential
www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg
All Eligible Clients
 What?
 Adding og:title, og:description
and og:image meta tags to
holiday pages
 Why?
 Optimizes social share-ability
of the pages
 Improves page visibility in
search
 Who?
 All clients with a holiday page
Without
OG Tags
With
OG Tags

9. Upcoming Webisode for Holidays
Milestone Confidential 9
http://blog.milestoneinternet.com
www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg

10. Gaining Local Share & Analyzing
Milestone Confidential 10
Competition
www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg

11. 11
Digital Marketing Snapshot
Milestone Confidential
www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg
All Clients
 What?
 A comprehensive summary of insight into:
1. Website’s current SEO audit
2. Citation, linking, and off-page authority
3. PPC saturation
4. Social media saturation
 Analysis of 2 competitors
 Why?
 Show new opportunities for digital marketing
enhancements
 What’s the goal?
 Understanding key focuses and opportunities for 2015
planning

12. Milestone Confidential 12
Increasing ROI
www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg

13. Quality Citations: Local, Social, Mobile
Milestone Confidential 13
www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg
• Worldwide business to business
and customer platform
• High Moz/Alexa rank
• Good citation flow
• Minimal ads
• Available in 55 countries
• Business category variety
Premium, International, Zippy shell
• Travel meta search engine
• Price comparison site
• Caters to International market
• Strong Local citation
• Good citation flow
• Enhanced profile content
• Minimal ads
Hyatt
• Top Local citation source
• Strong Moz/Alexa rank
• Minimal ads
• Business category variety
• Very high citation flow
• Sponsored listings
• Feature reviews from top
10 review sites
All Clients

14. • Popular new directory for
blogs
• Expansion of existing data
with BOTW vendor
• Strong backlink from BOTW
• Strong Moz/Alexa rank
• Accessible and easy to
navigate through
Milestone Confidential 14
More Quality Citations
Local, Social, Mobile
• Offers City/Country Maps, driving
directions, local information
• Great local directory
• Strong Moz/Alexa rank
• Powers mobile, web and
enterprise solutions
• Used for navigation systems
www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg
All Clients
• Great local directory
• Provides accurate maps and
directions to millions of people
everyday
• Strong Moz/Alexa rank
• Mobile-friendly website
Premium Blog Promo Clients

15. Milestone Confidential 15
Summary - Score Card
Adding, Claiming, Enhancing Local Listings
www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg

16. Add Driving Directions to the Website
Milestone Confidential 16
www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg
Eligible Clients