Focus Online Marketing 101

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A short presentation slideshow from our Focus Online travel marketing seminar. We discussed how brands should interact online and improve their bottom line.

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Focus Online Marketing 101

  1. 1. Welcome<br />
  2. 2. Topics<br /><ul><li> Website Usability
  3. 3. Website Visibility
  4. 4. Website Analytics</li></ul>how visitors use and interact with web pages<br />how to attract visitors to your website. (SEO & SMO)<br />measuring the success of the above two objectives <br />
  5. 5. Usability<br />Common website downfalls<br /><ul><li>Too muchFlash
  6. 6. Content difficult toScan
  7. 7. LongEnquiry Forms
  8. 8. Complex navigation, site
  9. 9. No obviousCalls to action</li></li></ul><li>Usability<br />Example of website with poor usability<br />
  10. 10. Usability<br />Example of website with good usability<br />
  11. 11. Usability<br />Imagery sells accommodation<br />poor<br />Use crisp, web optimized & <br />visually appealing images.<br />good<br />
  12. 12. Visibility<br />
  13. 13. Visibility<br />Relevant web visibility terms<br /><ul><li> Search Engine Marketing
  14. 14. Social Media Marketing
  15. 15. Google Maps and Places</li></li></ul><li>Visibility<br />Useful internet visibility mediums – i.e. ways for people to see your brand online <br />
  16. 16. Visibility<br />Search Engine Marketing – How a search results page is broken down <br />
  17. 17. Visibility<br />Search Engine Optimisation - important elements to consider<br />OFF-PAGE FACTORS<br />1. Links<br />2. Social<br />3. Trust<br />4. Personal<br />ON-PAGE FACTORS<br />1. Content<br />2. Technical<br />
  18. 18. Visibility<br />Onsite factors:Content and Keyword Targeting – Align site title with site content for relevance<br />
  19. 19. Visibility<br />Off site factors - Links<br />
  20. 20. Visibility<br />Search Engine Marketing - Pay Per Click Advertising<br />
  21. 21. Visibility<br />Pay Per Click Advertising – align all content for site relevance.<br />1. Keywords<br />2. Advert<br />3. Page Content<br />
  22. 22. Visibility<br />Social Media Marketing : Facebook<br />1. Customise your channel design – e.g. custom profile picture<br />2. Include multiple tabs <br /> (Book Now, Reviews, Events, Gallery)<br />3. Embed like button on your webpage<br />4. Listen to your followers, engage(comment) with them.<br />5. Interesting content MEANS more links!!!<br />
  23. 23. Visibility<br />Example of good branded Facebook page.<br />
  24. 24. Visibility<br />Social Media Marketing : Twitter Terminology<br />The @symbol designates a Twitter profile<br />The retweet. Repeating another tweet to your own followers. This is how news spreads so quickly on Twitter.<br />Hashtags. The #sign is used with words or phrases to highlight them or make them more searchable. (#getfuel)<br />Lists. Organise profiles you follow and gets relevant details to relevant followers . <br />Trending topic. Popular discussion topics. Tracked globally or locally. <br />
  25. 25. Visibility<br />Social Media Marketing : Twitter Guidelines<br />PersonaliseCustomise Pages<br />Follow relevant people to your brand.<br />Use #tags and @mention people, retweet.<br />Include links in your tweets.<br />Search for you brand name daily and respond to any mentions<br />Add automatic responses to engage followers can assist but don't sell yourself and get in their face.<br />AGAIN listen to tweets and add interesting content<br />
  26. 26. Visibility<br />Example of a good branded twitter profile page.<br />
  27. 27. Visibility<br />Social Media Marketing : YouTube<br />Add your own branded channel<br />Like videos that you find relevant<br />Comment on videos of your hotel area<br />Make friends<br />Engage and get people to follow your channel.<br />Embed Video on your SiteBlog<br />
  28. 28. Visibility<br />Example of good YouTube branded channel.<br />
  29. 29. Visibility<br />Social Media Marketing : Sign up to review sites such as Tripadvisor.<br />1. Depending on visibility of page subscribe to add contact details<br />2. Respond to reviews quickly<br />3. Update photos, description, etc<br />4. Run special offers if possible<br />5. Check location and category are aligned with your brand<br />
  30. 30. Visibility<br />Example of Tripadvisor branded page<br />
  31. 31. Analytics<br /><ul><li> Measures how visitors find you
  32. 32. Measures how visitors use your website
  33. 33. Tracks your website conversions</li></li></ul><li>Analytics<br />Traffic Volumes : Elements to check<br />1. How many unique Visitors<br />2. How many Visits<br /> a. By location?<br /> b. Browser?<br />3. How many pages each user views (typically lower on blogs)<br />
  34. 34. Analytics<br />Visits 1, Unique Visitors 1and Bounce Rate 2<br />
  35. 35. Analytics<br />Traffic Sources : Important terms.<br />1. Search vs Referral vsDirect - (how your site was searched)<br />2. Search traffic<br />3. Organic vsPaid <br />4. Top Keywords – (what users typed to find a page)<br />5. Referrals – (other sites referring your site)<br />
  36. 36. Analytics<br />Search vs Referral vsDirect 1& Top Referrers 2<br />
  37. 37. Analytics<br />Top Search Terms 1& Organic vsPaid 2<br />
  38. 38. Analytics<br />Usability can be improved and tracked by acknowledging and monitoring :<br />1. Bounce Rate<br />2. Browser settings<br />3. Mobile viewing (smartphone etc) vs Normal (PC)<br />4. Social Interaction<br />5. Overlay (In-page analytics), where do people <br /> click once they land on your webpage<br />
  39. 39. Analytics<br />Example of in-page user click tracking, we see how users engage a site<br />
  40. 40. Analytics<br />Conversion Tracking – measures the impact of users movements.Elements to consider in reaching your maximum impact.<br />1. Define conversions and goals<br />2. Which pages convert?<br />3. Which keywords convert?<br />4. Which referrers convert?<br />
  41. 41. Questions?<br />For venue owners who understand & recognize the value of online marketing<br />With over 60 years' collective industry experience,<br />Focus Online are the specialists in online travel marketing.<br />Contact us on hello@focusonline.co.za or call +27(0)21 683 6809<br />and start growing your business online today<br />http://www.focusonline.co.za<br />

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