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Website Strategy Process Implementation



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The proven techniques pioneered by the Power Marketing Consultants Association. It shows why current methods fail and how to avoid blunder like thinking website design is all about the graphics. Website design is about the message and this strategy is all about developing strategic messaging.

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Website Strategy Process Implementation

  2. 2. W E B S I T E S T R A T E G Y I M P L E M E T A T I O N Marketing Hotels & Tourism Book Series Introduction The Website Strategy Process is a system to effectively analyze, develop and implement objective of the website. It starts by systematically gathering, evaluating and prioritizing all aspects of the market, clients needs, competition and resources to establish feasible objective for effective website design and messaging. For basic background information on this, see the blog “What is Website Strategy Process” at The journey has 3 phases - Discovery, Innovation and Strategy. It starts starts with the Discovery Process.
 WEBSITE STRATEGY PROCESS IMPLEMENTATION "2 Addendum to 3 Book Series - Website | Digital Media |Technology
  3. 3. 
 Discovery Process The Website Strategy Process is an integrated system that pulls together strategies from the leading marketing professionals, sales experts, psychology and neuroscience. It is a proprietary system of know-how and technology developed by the founder of the largest international network of independent marketing consultants: The Power Marketing Consultants Network (PMCN). The “Discovery Process” includes a series of questions that will reveal background information, target market insights, benefits, objections and competition. It will ask questions and dig deep into the answers. Example: “Why should someone buy from you instead of your competitor?”. The Typical Answers is often: “Because our service is better”. That is a platitude! Marketing is full of them. You need to dig deeper to reveal exactly how and why it is better. The discovery process is intense. It will gather specifics on current marketing, target markets, objections, benefits and comparison. When completed, it can lead to “AHA!” moments and innovation in the way you market and do business. 
 Need For Innovation WEBSITE STRATEGY PROCESS IMPLEMENTATION "3 Paradise is a Platitude, much like saying, “we are the best”.
  4. 4. Consider the travel and tourism industry and look at a typical advertisement or marketing campaign. The typical advertisement and search technology feature location, the view, the beach, rates, rooms and amenities. All are important but they are not going to differentiate your product from the others out there. These are commodities and, like all commodities, they tend to be very similar from one place to the next. What is always unique is personality. Hospitality is a cultural experience. A vacation is personal: Who you are and who your clients are are vital pieces of information you need to know in order to innovate. Source: The Travel Industry has not had any major innovations over the last decade. Everyone is reinventing the wheel. Two decades ago, the big step forward was the Online Travel Agent (OTAs). That changed the game and OTAs were so successful that they now account for about 50% of bookings. No one has WEBSITE STRATEGY PROCESS IMPLEMENTATION "4 Think Differently
  5. 5. any incentive to innovate because the system works. New entries simply do the same thing with variations in commissions and packages. AirBnb was the next major disrupter, bringing every homeowner into the business. They competed with traditional hotel rooms and muddied the water on alternative accommodation. Alternative Accommodation - including Independent Hotels, Apartments and Villas - must now compete with OTAs, AirBNB and Hotel Chains that are rapidly adopting self-catering options. So, the big question is: how can the traditional players innovate and especially, how can the independent alternative accommodation compete? The first step is the Discovery Process. 
 Conducting the Discovery Process With skillful analysis the messaging system for your website will create a distinct personal advantage and strategy that will permeate throughout the WEBSITE STRATEGY PROCESS IMPLEMENTATION "5 Research and evaluation to reveal insights – Source: KEXINO Biz Planning
  6. 6. website, online and offline. It will direct your website design, navigation, advertising and content marketing. This Discovery Phase needs to be coordinated by a skilled market and business analyst. You can find a trained and certified consultant near you by searching the Power Marketing Consultant Network (PMCN). Business managers and owners are not typically the best people to do this. Internal business professionals have preconceptions and biases that will skew vital research. The Discovery Process requires new skills, knowledge and a fresh outsider prospective. Website Strategy Process The discovery process leads to clarity in marketing objectives and creates a framework. Its aim is to uncover anything that is unique about the company service or product. Next is to fine tune this for the Website Strategy Process in order to fine tune the website and marketing message. Again, this is a series of questions used to reveal insights: The first series of questions is to help clarify what you want your prospects to do on entering the website. That may seem trivial but WEBSITE STRATEGY PROCESS IMPLEMENTATION "6 Implementing the Website Strategy Process
  7. 7. understanding who your customers are can require a lot of soul searching. Are your website visitors ready to buy or are they looking for information and is that what you want? Here you come to grips with what exactly you want them to do and if is this is reasonable. Possible actions are calling, leaving contact information, watching a video, reading an article, asking a question, downloading a brochure or researching papers or booking a vacation. It’s not always that easy but the exercise will bring clarity. The second series of questions will focus on what you want prospects to learn about your offer. Here you may focus on some objections, like people not understanding your uniqueness. In this case, you will need to explain it in a way that resonates. In the process for one of the hotels we worked with, this meant changing the name, band and internet address, as well as creating content that addressed and corrected the objections. The solution may be bold and out of the box. If you want to be unique you must act differently. Diego Rodriguez, CEO of the Power Marketing Consultant Network (PMCN,) tells a story of an agricultural product company that had developed a product to enhance crops. Framers just did not believe them, saying: “It’s all Snake Oil; everyone says that.” The solution was an ad campaign and trade WEBSITE STRATEGY PROCESS IMPLEMENTATION "7 Travel Lighter to go Further - It covers the feature (lighter), benefit (to travel further) and negates a problem (luggage is heavy).
  8. 8. show strategy that shouted out: “NOT SNAKE OIL!” – It was a resounding success. Question three focuses on the reasons why prospects visit your site. What information are they seeking or what is it that they want to find on your website? You can see how these questions build on each other and demand clarity. If the answer is that most visit because of your ads, – then you will need specific landing pages for those ads. The strategy will be very different if they are coming from social media, search or referrals. Each of these questions look for information about the brand and the destination. The website navigation must be designed to accommodate and direct people accordingly. 
 Prioritizing Actions & Hot Buttons The next task it to put your answer in order of important. -The order of the answers to Question 1 will be based on what action you want prospects to take.
  9. 9. - Answers to Question 2 will be put in order according to what you want them to learn
 - Answers to Question 3 will be in order according to what you think they want and the reason why they visit your site. The next task is to be clear on how you will satisfy these needs. From this your team will be clear on the motivators and you messaging. - Question 1 can give you an insight into Hot Button #1. 
 Similarly, questions two and three are good subjects for Hot Buttons 2 & 3. Your answers are good assets for the ‘Benefits’, ‘Objection’ and ‘Comparisons’ hot buttons. They are the three things that your prospects most care about. You may consider using them in a video that tell your story and your value proposition.
 Innovation in Hospitality Website Strategy 
 So, how do you get to the Snake Oil breakthrough? Is there a great tag line like “It’s “NOT SNAKE OIL” for hotels and tourism? For the hotel that is quiet and out of the way, it’s something along the lines of: ᕼOᒪIᗪᗩYᔕ ᗯITᕼOᑌT ᑕᖇOᗯᗪᔕ. WEBSITE STRATEGY PROCESS IMPLEMENTATION "9 Come to Disappear - Celebrities love this
  10. 10. 
 The Crane Resort took this a step further with:
 ᗯE ᗪOᑎ’T ᑕOᗰE ᕼEᖇE TO ᗷE ᔕEEᑎ, ᗯE ᑕOᗰE ᕼEᖇE TO ᗪIᔕᗩᑭᑭEᗩᖇ. The Crane Resort also supplemented that with: “When You Get Here, - You’ll Know.” The tag line should become clear in the Strategy Process and Hot Buttons. For the independent hotel and tourism company, it’s a real struggle to get direct bookings. - You may check out services like TripTease and TravelTripper that have widgets that will compete by comparing rates with all OTAs. This may cause problems with the rate parity rules of your OTAs so you need to check that out. There are sales funnel strategies that will help you use the right language for booking buttons (Why Book With Us? Because we know this Island better than anybody else). There are opt-out widgets that will pop up a with special offer or a reason to stay, leave contact details or get in contact with prospects when they are leaving you site. But 95% Don’t Book: The fundament flaw in tourism bookings is that no more than 5% of site visitors will book. So, what to do about the other 95%? - That is a really a big piece of the pie. In the discovery and strategy process, you should gain insight into why people are visiting your site. In a lot of cases, people are just exploring options. They may be still pondering on which destination to go to and what kind of a holiday they need. Information is key: Just about all of the prospects are in the market for excellent and insightful information about the destination and alternative options. WEBSITE STRATEGY PROCESS IMPLEMENTATION "10
  11. 11. So, here is an idea. It’s not new but it’s not used extensively or well in tourism. If prospects want information, - funnel them off to a page that gives them an inkling of what you know- and get them to log in for a full impartial report, guide or app. It could be your own unique guide of your destination with secret things to do; a destination guide you write from personal experience. You can get ideas of what your guests liked and document it. The report may contain first-person accounts. It could be an exclusive app with package options for your guests. Once you have an email contact, you can send them notices of news and events that will interest them. Always add tour specials, current promotions and exclusive promos that can only be booked via your site. Reviews WEBSITE STRATEGY PROCESS IMPLEMENTATION "11 Lead Magnet - Gift Real Value In Exchange For Contact
  12. 12. The final step is to gather 5-star reviews that validate the benefits and comparisons, as well as invalidate the objections. All of the research and insights are merged to create a strategy for content, navigation and design. Conclusion Many websites are designed by graphic artists first with graphics first. This is putting the cart before the horse. Few artists are professional marketers and a website can be the most important marketing instrument you will own! Take the time to do it right. Put aside at least 4 hours to work with brand marketing experts. It takes deep serious thought and evaluation to build an effective website marketing and design strategy. The website design, theme and navigation are the last items in the website strategy. Your brand identity, target market and messaging will dictate the feel, design, colour, photography, videos and graphics of the site. 
 WEBSITE STRATEGY PROCESS IMPLEMENTATION "12 Don’t make the mistake of putting your design before the message
  13. 13. More on Hotel & Tourism Marketing Today This report was created for buyers of the book WEBSITE, one of 3 books in the series of Marketing Hotels and Tourism. The Books are available on Amazon in Digital format for download and Paperback. WEBSITE | DIGITAL MEDIA | TECHNOLOGY - soon Learn more about the books: © Ian R. Clayton WEBSITE STRATEGY PROCESS IMPLEMENTATION "13 Marketing Hotels & Tourism Series - Learn More