Launched in 2013, Get Up and Ride is a Brooklyn based bike tour company that highlights off the beaten path sites & provides an insider perspective into what's cool in some of New York's hottest neighborhoods. Enrolled in a 10wk General Assembly digital marketing course, I had the pleasure of getting to know, plus the opportunity to advise, the GUAR team on how they might amplify their message online to achieve a greater number of tour booking conversions through their e-commerce site, as they were not meeting revenue goals.
Step 1 –review analytics critical to insights around their current status.
We discovered: a] all users were tourists same as the users of their primary competitors’. b] visitors were coming thru Trip Advisor & Viator for the most part. c] their site got the most traffic at the beginning of the week d] their online sales platform was not able to capture analytic data plus it took the user completely out of the GUAR website entirely. d] they did have their website analytics set up to track events, which coupled with the lack of info from sales engine severely limited ability to monitor visitor behavior.
Step 2 –identify goals & opportunities. Primary goal: increase online traffic on website plus increase sales. Primary opportunity: we realized that since these were really unique excursions, in addition to tourists, GUAR might try messaging to the 9 million resident NYers living right in their backyard.
Step 3 –formulate comprehensive strategy based on current revenue, expenses, tours booked & number of customers along with learnings from Step 1/2. This included: a] identifying ‘events’ to be monitored by website analytics such as Book Now button, Gift this Tour button, eNewsletter Sign Up button b] identifying KPIs to be monitored for relevant long term insights as few of which were visitors vs unique visitors, clicks vs actual purchase, primary purchase channel & purchases. c] develop a budget for Facebook Ad campaign, after extensive Key Word research, that targets resident NYers by interests such as Brunch, Yoga, Family, Graffiti/Street Art. We also recommended AdRoll for re-targeting ads.
To be specific: 1 ad/product, targeted to consumers who's interests relate to the tour, tagged in order to track traffic & conversion rate, directing traffic to the specific tour page on the site.
Currently, Get Up and Ride is ranked #1 on Trip Advisor's list of activities in Brooklyn and is planning to open a second HQ, operating tours out of Washington, DC by September 2019.
Great brands have realized that the quality of the customer's experience with their brand is the foundation of a great relationship. Mapping out the Customer Journey can help a brand figure out how to create those experiences.
Shopping has always been social – whether we’re buying a camera, booking a holiday or renting a car. Since the first transactions in the earliest marketplaces, people bought from people and discussed their decisions with other people.
Travel Industry has been in the frontline of innovation and disruption since the "Internet of Things " started, this trend is not changing. Take a glimpse of how internet, mobile and new technologies are disrupting the way consumers make travel decisions
A business plan for MyTravelClub.com, an innovate social network built specifically for travelers. Instead of getting reviews and opinions from strangers, get your information from friends and family directly from My Travel Club. Interested in making My Travel Club a reality? Email jonlhussey@gmail.com
From Instagram to Booking: How Consumer Content Engages, Wins and Retains Tra...Olapic
Learn how leading travel brands use Instagram both as a channel that inspires travelers to initiate bookings, and as an unparalleled source of visual content that drives engagement and bookings throughout the omnichannel.
A business plan for My Travel Club, an innovate social network built specifically for travelers. Instead of getting reviews and opinions from strangers, get your information from friends and family directly from My Travel Club. Interested in making My Travel Club a reality? Email jonlhussey@gmail.com or find me on Twitter: @GWjonlhussey.
Great brands have realized that the quality of the customer's experience with their brand is the foundation of a great relationship. Mapping out the Customer Journey can help a brand figure out how to create those experiences.
Shopping has always been social – whether we’re buying a camera, booking a holiday or renting a car. Since the first transactions in the earliest marketplaces, people bought from people and discussed their decisions with other people.
Travel Industry has been in the frontline of innovation and disruption since the "Internet of Things " started, this trend is not changing. Take a glimpse of how internet, mobile and new technologies are disrupting the way consumers make travel decisions
A business plan for MyTravelClub.com, an innovate social network built specifically for travelers. Instead of getting reviews and opinions from strangers, get your information from friends and family directly from My Travel Club. Interested in making My Travel Club a reality? Email jonlhussey@gmail.com
From Instagram to Booking: How Consumer Content Engages, Wins and Retains Tra...Olapic
Learn how leading travel brands use Instagram both as a channel that inspires travelers to initiate bookings, and as an unparalleled source of visual content that drives engagement and bookings throughout the omnichannel.
A business plan for My Travel Club, an innovate social network built specifically for travelers. Instead of getting reviews and opinions from strangers, get your information from friends and family directly from My Travel Club. Interested in making My Travel Club a reality? Email jonlhussey@gmail.com or find me on Twitter: @GWjonlhussey.
Guerrilla marketing recommendations to increase awareness and usage of Expedia on college campuses. Presented to the Expedia Boston Office by BU Guerrilla Marketing Society's Expedia Team. If you have any questions or would like to see more of our work, please visit our website: https://www.bostongms.com
Tnooz-Fusion FREE webinar: The science behind ancillary merchandisingtnooz
The travel industry knows there's great promise in selling ancillary products to travelers who want more ways to experience their journey.
Fusion's research shows 61% of customers are open to buying add-ons to complement their flight purchase. However, only 37% say the ancillary products being offered are relevant, and only 12% say airlines specifically are doing a good job of customizing offers.
Watch this Tnooz-Fusion webinar and learn how to design, test, and execute a winning ancillary sales strategy.
Panelists for the webinar are:
Mark Brown, VP EMEA, Fusion
Sinead Finn, Owner, affinnity
Sean O'Neill, Editor in Chief & Moderator, Tnooz
Gene Quinn, CEO & Producer, Tnooz
This webinar took place on the 10th of November, 2016.
Understanding the various stages in the customer journey of a travel booker and how you can tap into it via creative marketing and innovative product ideas
Our app will be a one stop solution for the travellers who face the budget constraint issues, making travel almost free.
This presentation was created by Arnav Das, IIT Kharagpur, during a Marketing Internship under Prof. Sameer Mathur, IIM Lucknow.
Travelocal a location-based tour guide service that provides travelers a customized and authentic experience by allowing them to travel based on their own interests and schedules with our native tour guides
Barnacle SEO and Native Advertising - Like Judo for GoogleWill Scott
This is my presentation to the Ad Club's District 7 regional conference.
I chose to investigate the relationship between Barnacle SEO and Native Advertising.
The lines between SEO and PR are blurring more each day and the growing acknowledgment of the importance of content marketing and native advertising demonstrate that.
Plus, good content marketing is often the stuff of which Barnacle SEO is made.
Social media and user generated content is changing the way the landscape for online travelers. More travelers are relying on the advice and recommendations of fellow travelers over professional marketers. Destinations, travel providers, and agents all need to be aware of these trends and adapt their online marketing appropriately. This presentation is a brief overview of the why social media is so powerful and effective and how you, as a marketer, can start taking advantage of this powerful trend.
Engaging the Long Tail -Part One - FACVBStephen Joyce
An overview of the long tail of travel and travel social media. You\'ll get some insight into what makes social media work, why it has caught on, and how you can use these new tools and technologies to promote your destination.
Guerrilla marketing recommendations to increase awareness and usage of Expedia on college campuses. Presented to the Expedia Boston Office by BU Guerrilla Marketing Society's Expedia Team. If you have any questions or would like to see more of our work, please visit our website: https://www.bostongms.com
Tnooz-Fusion FREE webinar: The science behind ancillary merchandisingtnooz
The travel industry knows there's great promise in selling ancillary products to travelers who want more ways to experience their journey.
Fusion's research shows 61% of customers are open to buying add-ons to complement their flight purchase. However, only 37% say the ancillary products being offered are relevant, and only 12% say airlines specifically are doing a good job of customizing offers.
Watch this Tnooz-Fusion webinar and learn how to design, test, and execute a winning ancillary sales strategy.
Panelists for the webinar are:
Mark Brown, VP EMEA, Fusion
Sinead Finn, Owner, affinnity
Sean O'Neill, Editor in Chief & Moderator, Tnooz
Gene Quinn, CEO & Producer, Tnooz
This webinar took place on the 10th of November, 2016.
Understanding the various stages in the customer journey of a travel booker and how you can tap into it via creative marketing and innovative product ideas
Our app will be a one stop solution for the travellers who face the budget constraint issues, making travel almost free.
This presentation was created by Arnav Das, IIT Kharagpur, during a Marketing Internship under Prof. Sameer Mathur, IIM Lucknow.
Travelocal a location-based tour guide service that provides travelers a customized and authentic experience by allowing them to travel based on their own interests and schedules with our native tour guides
Barnacle SEO and Native Advertising - Like Judo for GoogleWill Scott
This is my presentation to the Ad Club's District 7 regional conference.
I chose to investigate the relationship between Barnacle SEO and Native Advertising.
The lines between SEO and PR are blurring more each day and the growing acknowledgment of the importance of content marketing and native advertising demonstrate that.
Plus, good content marketing is often the stuff of which Barnacle SEO is made.
Social media and user generated content is changing the way the landscape for online travelers. More travelers are relying on the advice and recommendations of fellow travelers over professional marketers. Destinations, travel providers, and agents all need to be aware of these trends and adapt their online marketing appropriately. This presentation is a brief overview of the why social media is so powerful and effective and how you, as a marketer, can start taking advantage of this powerful trend.
Engaging the Long Tail -Part One - FACVBStephen Joyce
An overview of the long tail of travel and travel social media. You\'ll get some insight into what makes social media work, why it has caught on, and how you can use these new tools and technologies to promote your destination.
Integrated Marketing - Opportunities and Challenges in Modern MarketingJamie Martin
A presentation to Georgia Tech marketing students on definitions, tactics, advantages, and problems facing modern marketing programs that leverage digital media and analytics to improve the results of traditional media programs alone.
Facebook Traffic + Growing Your Thought LeadershipBrian Carter
A presentation on using Facebook to maximize your impact and to create and grow your Thought Leadership Power, or your company's. How to improv your credibility and boost your publicity. How to Facebookize your brand for success with Facebook posts. 27 tips for growing your thought leadership.
Content Marketing Pitch for a Travel Related WebsiteNashKhalif
In the present digital landscape, content marketing has become a cornerstone for
organizations expecting to cultivate credibility among their target audiences. For travelrelated websites, content marketing can be a distinct advantage, helping them draw in and
associate with travelers in a significant way. This presentation plans to investigate different
instances of content marketing strategies tailored specifically for the travel industry.
Converting Your Crowd for Culture Days, National Arts CongressLiesl Barrell
Intro to landing pages for improved conversion in arts & culture organizations.
Includes updates to "Lay of the Landing" previously published on Slideshare.
Presented by Liesl Barrell
Culture Days National Arts Congress
May 23, 2014
Best practice social check-in’s presentation - Sept 2012 masterChris Thomas
This is a presentation I did at SMX Melbourne 2012 on best practice social check-in's. Features a case study. It's probably missing information about Near Field Communications (NFC) - might add that in next time!
Dispelling a common myth that Facebook ads don't work, a 75 year old business uses them to improve the bottom line. Learn tips and tricks in this case study by Top Search Result.
Web
www.TopSearchResult.ca
Facebook
@topsearchresult
Twitter
@topsearchresult
Youtube
www.TopSearchResult.TV
Similar to DIGITAL MARKETING CASE STUDY: Get Up and Ride (20)
#BrewBelonging
ExtraSpecialTeas is a visionary Social Franchise Retail Teahouse experience -in the US- offering first time employment opportunities for those with Intellectual & Developmental Differences [IDDs].
Our Value Proposition is two-fold: 1] INTEGRATED EMPLOYMENT, 2] COMMUNITY BUILDING.
Our Value Framework is a sturdy triangle: a] purpose, b] possibility/transformation, 3] belonging.
Currently, with two locations in Massachusetts, EST is set to expand rapidly over the next 5yrs, integrating communities through our unique Teahouses, literally working Laboratories, where we explore, create & enjoy life through the World of Tea in a completely new way.
Our offering is ultimately about Transforming the Possibilities of Tea, Ourselves, our Local Communities & the World -one step at a time. We champion a new Mainstreet Experience that everyone embraces -one in which- Everything we do & serve is good for Everyone.
I’ve been lucky enough to support this Social Innovation Enterprise from the beginning through my role as: Researcher & Strategic Planner, Identity & Brand Strategist, Creative Director, Marketing Strategist, Donor & Fundraising Developer, Product Developer & 360 Designer.
This thriving enterprise blends its own signature organic loose-leaf teas, served hot & cold, plus offers 15 Bubble Tea flavors, and in 2022 was Top 7 of the best bubble tea shops in MA.
EST employees also prepare only gluten-free snacks, both savory as well as sweet baked goods, most of which are loose-tea infused. We also developed the first ever tea-infused dog treat -TeaBones- in pumpkin, apple & blueberry flavors, all with Lavender-Chamomile Tea which aids in their digestion & reduces anxiety levels.
In addition to beverage & light faire accompaniments, employees at EST also handcraft tea-infused gifts including: BathBrews, Bubble Soaps & TeaLite Candles, along with many more items. Our integrated employment programming empowers young adults to serve their community -most of which would not otherwise be employed- & they are paid at least minimum wage.
We help each employees develop their strengths & set goals, teaching both Life & Professional Skills
EST also features a robust e-commerce platform with 60+ SKUs. Beyond handcrafting our products, our staff creates the packaging, monitors inventory, & fulfills shipping/handling tasks.
Beyond all this EST locations serve as an events & volunteer hub for local community members who never knew their local hangout could be this interesting!
We savor, serve & sell community.
Check us out here: https://www.extraspecialteas.org
UX-UI Case Study: ImaginLand Childcare CentersAnn Odell
The first ‘on-demand and fractional’ child daycare facilities network, providing gig economy parents support through a smartphone app that allows them no-notice drop off/pick up. The ImaginLand vision includes the build out of 200 metro-locations, each a 6,000sf environment with a broad range of age-appropriate activities and staffed with a 7:1 ratio, for the cost of a typical babysitter. Tiered Membership Model for ages 3-14yrs.
ALLCARE Case Study: Brand Strategy for Physical Therapy EnterpriseAnn Odell
ALLCARE empowers long term chronic pain sufferers to self-treat and eliminate their pain for life. Dr. Ofir Isaac's mission is to teach basic neuroscience principles, so patients learn to 'reset' brain to body neurotransmitters that simply remain stuck in the 'warning' mode from the original pain-inducing incident. Through focus on and identification of pain origin, ALLCARE helps people help themselves, plus skip the merry-go-round of providers, unneeded injections, surgery and opioid prescriptions.
Online/in-store interactive consumer experience. Goals: make digital an executive priority, enhance the physical store experience to increase retail sales per square foot, integrate in-store tech to engage clients for longer periods, personalize product/service recommendations based on customer data, build partnerships, cultivate rewards/loyalty program.
21st Century Branding: Positive Change Agents Ann Odell
Good Business & Good Branding are synonymous.
Together they are the foundation of any enterprise & inextricable. Making a decision about one informs & shapes the other.
21st Century BRANDS reflect our ideals, values, aspirations, passions.
A GREAT BRAND TODAY UNITES EMPLOYEES & CUSTOMERS AROUND A BIG IDEA OR PURPOSE MUCH LARGER THAN SELLING. Brands that offer people the OPPORTUNITY TO BE PART OF THE STORY, THE EXPERIENCE, THE BIG IDEA, THE PURPOSE, whether they’re inside or out, are the ones that are winning.
Existing on the continuum of: cave paintings, fireside chats & yellow brick road experiences, 21st Century BRANDS CAN & DO SERVE AS POSITIVE CHANGE AGENTS.
Presented is a capture of best practice Brand Strategy Case Studies, including four I've supported development on. What we see is that big Vision, more Meaning, Inclusivity, Authenticity & a few Fun surprise are foundational to all of their success.
FOCUS GROUP STRATEGY & STUDY: Dove ChocolatesAnn Odell
With US chocolate retail sales reaching $17b in early 2008, coupled with the unprecedented launch success of M&M’s World 3 locations in Vegas, Orlando & New York, the family owned Mars Corporation chose to move toward capitalizing similarly on another one of their signature brands: Dove Promises.
The project included quick digestion of a brand equity study along with field research, insight & persona development toward gleaning four distinctive & compelling on-brand expressions developed for focus group testing, including immersive experiential design support across touch points: mood boards, communications tone/manner, typography, color/materials, packaging, retail store design, more.
CASE STUDY: KICKER a Digital Media Start UpAnn Odell
Kicker is a digital explainer news platform for people who care about what's happening in the world & seek a quick, understandable way to be informed. Its snapshot approach includes multi-media content & the back story for why it matters. As Marketing Strategist, joining in its 2nd year of operation, I helped guide cohesion through research, insights, content creation, design & implementation to help drive greater brand awareness, activate fundraising & grow partnership networks plus pursue donors/sponsors.
BRAND STRATEGY + COMMUNITY ENGAGEMENT: WiseTribe.Us a social impact movementAnn Odell
Devastated by the sudden loss of her father, entrepreneur Jacqueline Botting embarked upon building a social impact organization designed to capture what she was too late to discover -the wisdom of previous generations- in particular her Dad's. Validated in her pursuit by so many early on, she knew she was onto something. WiseTribe.Us was initially conceived as a generation unification platform -just like happens naturally in indigenous societies. Envisioned as an omni-channel enterprise, its primary pillar is experiential event-based, including 'Moth' style storytelling & Design Thinking Workshops catalyzing community service projects that leverage each tribe members' expertise. Beginning in DelRay, FL workshops were launched & developed at both Florida Atlantic University & later with Lynn University in Boca Raton. Many projects were incubated & implemented including: Learn more here: https://www.annodell.com/recent-wisetribeus
LAUNCHING A MOVEMENT: Global Moonshots in Education Intro & Funding Appeal Br...Ann Odell
Global Moonshots in Education is poised to be the Butterfly Effect for authentically transforming the way we educate young people worldwide.
As a challenger to the status quo, GME is preparing to engage the engrained mindset around our current institutional approach to learning from a worldwide perspective.
With socialization & community building at its core, Global Moonshots is more of a movement than a brand. Moving forward requires a long term, steady effort to dissect the inadequacies of what's place, from the various viewpoints of its diverse community stakeholders, as well as introducing the well-developed, comprehensive program as a solution to each group's pain points.
Beginning in this way, GME can cultivate trust & identification with the brand, inviting conversation, participation & advocacy around what it stands for.
My role includes:
- high level communications audit
- high level engagement strategy
- hard copy booklet design + implementation for gaining funding
- brand design recommendations
- key message development
- enewsletter template design
- event banner design
- website banner design
LAUNCHING A MOVEMENT: Global Moonshots in Education / Socialization + Communi...Ann Odell
Global Moonshots in Education is poised to be the Butterfly Effect for authentically transforming the way we educate young people worldwide.
As a challenger to the status quo, GME is preparing to engage the engrained mindset around our current institutional approach to learning from a worldwide perspective.
With socialization & community building at its core, Global Moonshots is more of a movement than a brand. Moving forward requires a long term, steady effort to dissect the inadequacies of what's place, from the various viewpoints of its diverse community stakeholders, as well as introducing the well-developed, comprehensive program as a solution to each group's pain points.
Beginning in this way, GME can cultivate trust & identification with the brand, inviting conversation, participation & advocacy around what it stands for.
My role includes:
- high level communications audit
- high level engagement strategy
- hard copy booklet design + implementation for gaining funding
- brand design recommendations
- key message development
- enewsletter template design
- event banner design
- website banner design
BRAND STRATEGY OVERVIEW: KICKER a Digital Media Start UpAnn Odell
Kicker is a digital explainer news platform for people who care about what's happening in the world & need to get up to speed quickly. The snapshot approach to what really matters today includes multi-media context & the back story for why it matters.
My role was Marketing Strategist, joining in it's second year of operation to guide cohesion through research, insights, content creation, design & implementation to help drive greater brand awareness, grow partnership networks & financial sustainability.
My approach included:
- missing research: user/non-user data, competitor, industry, influencers
- communications audit
- data interpretation
- competitive analysis
- persona development
- holistic strategy identifying user-acquisition priorities
- key message development
- voice-tone & design integration of all digital channels
- guiding branded content development
- facebook ad campaigns
- pitch development for sponsorship funding & advisory board
- program development for student campus reps network
Kicker's audience is 66% Millennial.
Creating a RETAIL INDUSTRY LEADER from the Ground Up: Topaz Retail Petroleum ...Ann Odell
This presentation outlines CBX's blue sky thinking approach around Canada’s new Retail Petroleum Brand, including: research, insights, strategy & multi-media creative. The Goal: Identify the TOPAZ brand as the premiere high quality & service choice, above its competitors. The deck features our high-level thinking plus big idea activation through the development of 2 distinct positionings plus the creative to bring those experience frameworks to life through meaningful, delightful touch points that not only catalyze a sense of quality & service, but also support culturally trending perspectives & expectations among consumers overall. Launching the prototype in 2010, Topaz is now Ireland’s largest plus leading fuel & convenience brand, with a network of 430 locations, & opened its latest flagship in Carlow, Ireland on April 12, 2017.
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
Is AI-Generated Content the Future of Content Creation?Cut-the-SaaS
Discover the transformative power of AI in content creation with our presentation, "Is AI-Generated Content the Future of Content Creation?" by Puran Parsani, CEO & Editor of Cut-The-SaaS. Learn how AI-generated content is revolutionizing marketing, publishing, education, healthcare, and finance by offering unprecedented efficiency, creativity, and scalability.
Understanding
AI-Generated Content:
AI-generated content includes text, images, videos, and audio produced by AI without direct human involvement. This technology leverages large datasets to create contextually relevant and coherent material, streamlining content production.
Key Benefits:
Content Creation: Rapidly generate high-quality content for blogs, articles, and social media.
Brainstorming: AI simulates conversations to inspire creative ideas.
Research Assistance: Efficiently summarize and research information.
Market Insights:
The content marketing industry is projected to grow to $17.6 billion by 2032, with AI-generated content expected to dominate over 55% of the market.
Case Study: CNET’s AI Content Controversy:
CNET’s use of AI for news articles led to public scrutiny due to factual inaccuracies, highlighting the need for transparency and human oversight.
Benefits Across Industries:
Marketing: Personalize content at scale and optimize engagement with predictive analytics.
Publishing: Automate content creation for faster publication cycles.
Education: Efficiently generate educational materials.
Healthcare: Create accurate content for patients and professionals.
Finance: Produce timely financial content for decision-making.
Challenges and Ethical Considerations:
Transparency: Disclose AI use to maintain trust.
Bias: Address potential AI biases with diverse datasets.
SEO: Ensure AI content meets SEO standards.
Quality: Maintain high standards to prevent misinformation.
Conclusion:
AI-generated content offers significant benefits in efficiency, personalization, and scalability. However, ethical considerations and quality assurance are crucial for responsible use. Explore the future of content creation with us and see how AI is transforming various industries.
Connect with Us:
Follow Cut-The-SaaS on LinkedIn, Instagram, YouTube, Twitter, and Medium. Visit cut-the-saas.com for more insights and resources.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
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22. • Focus on shorter tours, 2.5 hrs ($39-49)
• Tours only available on Mondays and
Tuesdays
• Visit main stream attractions .
• No paid search identified.
Experiences and spots
that are new to tourists
Experiences and spots
that are new to tourists
& N Yers
• Focus on food centered tour
options (on the beaten path, more
traditional)
• 75 per tour (most tours)
• Paid search identified
• Different types of original Brooklyn
tours
• Pioneer & market leader
• 80$ per tour
• No paid search yet
45 fans
30 followers
202 fans
16 subscri bers
1000+ likes
79 ppl366 followers
392 followers
experiences & stops that
are new to tourists
experiences & stops that are
new to tourists + NYers
23. how does this insight
impact communications?
the strategy? the brand?
so --
24. For visitors to the city or any of the 8 million+ New
Yorkers, who have an appetite for an off the beaten path
urban adventure full of hidden gems, GUAR is a bike tour
run by Brooklyn insiders.
Unlike Brooklyn Bike Tours & Bikelyn, GUAR feels the
best way to see the city is through the eyes of an uber
cool friend; their licensed guides are often artists or
musicians that live in the neighborhoods you ride
through.
While exploring the food, local art & culture that makes
Brooklyn the go to spot in NY, you also learn insights only
a local would know.
positioning
35. visits
– track # of visitors vs unique visitors to site
– monitor FB ads intended to raise awareness & drive site traffic
– monitor visits from each unique FB campaign
conversion
rate
(ad/channel)
– monitor purchases/visits vs purchases/per channel
– identifying primary purchase channel(s) brings focus to mktg strategy
Purchase
intent
(buy/gi7)
– monitor purchase button clicks vs actual purchases
Purchases
– number of actual purchases, (2013)
– monitor expected increases over 2014 season, due to marketing efforts
KPIs
37. 2013 numbers
1.5%
x
$278.3
= $4.24
conversion
rate
average
order value value generated
per visit
TOTAL # CONVERSIONS
TOTAL # VISITS TO SITE
322.5
21192
=
1.5%
AVERAGE ORDER
VALUE
1.7 TICKETS PER CONVERSION X $80 =
$278.3
CONVERSION
RATE
=
=
40. brunch yoga
(If New Yorkers are seeking experiences, !
they need to find the one that they identify the most with)
family street art
1
2
3
4
campaign pillars
TARGETING BY INTEREST = RELEVANCE/ENGAGEMENT
44. 4 facebook campaigns
brunch yoga family street art
1
2
3
4
1 ad/product
Targeted to consumers who's interests relate to the tour
Tagged in order to track traffic & conversion rate
Directing traffic to the specific tour page on the site
1
2
3
4
awareness
49. Facebook ads can be a major
source of consumer information.
Testing the call to action, copy &
landing page can be very
insightful.
e.g. Testing the call to action button
X
A/B Testing
awareness
50. awareness
searchretargeting
1
2
3
buy
awareness to purchase loop
2
How do we insure people!
will find us later after !
seeing our ad?
51. Using paid search to
guarantee customers find
GUAR after impact of FB
campaign.
RESPONSIVE x AWARENESS
Using paid search as a
first contact with client.
relevance
Focused Broad
investment
bounce rate
investment
relevance
conversion potential
bounce rate
conversion potential
search strategy
52. brunch yoga family street art
1
2
3
4
Facebook ads feature keywords
for driving later search
search strategy
learning signals cues for modifying on site copy
53. 53
"Brooklyn bike tour"" "brooklyn brunch tour"" "brunch tours brooklyn""
"Brooklyn bike tours"" "brooklyn brunch tours"" "brooklyn bike brunch""
"tour Brooklyn bike"" "brunch brooklyn tours"" "brooklyn brunch bike""
"tours Brooklyn bike"" "brunch brooklyn tour"" "bike brooklyn brunch""
"Bike tour brooklyn"" "tour brooklyn brunch"" "bike brunch brooklyn""
"Bike tours brooklyn"" "tours brooklyn brunch"" "brooklyn food bike""
"Brooklyn bike bunch tour"" "tour brunch broooklyn"" "bike brooklyn food""
"Brooklyn bike bunch tours"" "tours brunch brooklyn"" "food bike brooklyn""
-
"
"brunch tour brooklyn"" "bike food brooklyn""
"Brooklyn bike tour""
"Brooklyn bike bunch tour""
"brooklyn brunch tour""
"brooklyn bike brunch""
"brooklyn food bike""
Exact
Modified
1
KEYWORDS
search strategy
brunch
54. 54
Exact phrases
Modified Broad
1
KEYWORDS
"Brooklyn bike tour"" "brooklyn children tour""
"brooklyn family bike tour"" "brooklyn bike children""
"brooklyn family tour"" "brooklyn kids tour""
"brooklyn bike family"" "brooklyn bike kids""
2
"Brooklyn bike tour"" "yoga brooklyn tour" " "bike brooklyn yoga"" "tour rooftop brooklyn""
"Brooklyn bike tours"" "yoga brooklyn tours" " "bike yoga bike"" "tours rooftop brooklyn""
"tour Brooklyn bike" "tour brooklyn yoga""
"brooklyn rooftop bike
tour""
"rooftop tour brooklyn""
"tours Brooklyn bike" "tours brooklyn yoga""
"brooklyn rooftop bike
tours""
"rooftop tours brooklyn""
"Bike tour brooklyn"" "tour yoga brooklyn"" "brooklyn rooftop tour"" "brooklyn bike rooftop""
"Bike tours brooklyn"" "tours yoga brooklyn"" "brooklyn rooftop tours"" "brooklyn rooftop bike""
"brooklyn yoga bike tour""
"yoga
tour
brooklyn""roo7op
brooklyn
tour"
"bike
brooklyn
roo7op""brooklyn
yoga
bike
tours""
"yoga tours
brooklyn""rooftop
brooklyn tours" "bike
rooftop bike""brooklyn
yoga tour""
"brooklyn bike yoga"" "tour brooklyn rooftop""
"brooklyn yoga tours"" "brooklyn yoga bike"" "tours brooklyn rooftop""
search strategy
yoga
55. 55
Exact phrases
Modified Broad
1
KEYWORDS
"Brooklyn bike
tour""
"family brooklyn
tour" "
"bike brooklyn
family""
"children tour
brooklyn""
"tour brooklyn
kids""
"Brooklyn bike
tours""
"family brooklyn
tours" "
"bike family
brooklyn""
"children tours
brooklyn""
"tours brooklyn
kids""
"tour Brooklyn bike"
"tour brooklyn
family""
"brooklyn children
tour""
"brooklyn bike
children""
"tour kids
brooklyn""
"tours Brooklyn
bike"
"tours brooklyn
family""
"brooklyn children
tours""
"brooklyn children
bike""
"tours kids
brooklyn""
"Bike tour
brooklyn""
"tour family
brooklyn""
"children brooklyn
tour" "
"bike brooklyn
children""
"kids tour
brooklyn""
"Bike tours
brooklyn""
"tours family
brooklyn""
"children brooklyn
tours" "
"bike children bike""
"kids tours
brooklyn""
"brooklyn family
bike tour""
"family tour
brooklyn""
"tour brooklyn
children""
"brooklyn kids
tour""
"brooklyn bike
kids""
"brooklyn family
bike tours""
"family tours
brooklyn""
"tours brooklyn
children""
"brooklyn kids
tours""
"brooklyn kids
bike""
"brooklyn family
tour""
"brooklyn bike
family""
"tour children
brooklyn""
"kids brooklyn
tour" "
"bike brooklyn
kids""
"brooklyn family
tours""
"brooklyn family
bike""
"tours children
brooklyn""
"kids brooklyn
tours" "
"Brooklyn bike tour"" "brooklyn children tour""
"brooklyn family bike tour"" "brooklyn bike children""
"brooklyn family tour"" "brooklyn kids tour""
"brooklyn bike family"" "brooklyn bike kids""
2
3
search strategy
family
56. 56
Exact phrases
Modified Broad
1
KEYWORDS
2
"Brooklyn bike
tour""
"art brooklyn
tour" "
"bike brooklyn
art""
"tour pulse
brooklyn""
"brooklyn
street art tour""
"brooklyn bike
street art""
"tour brooklyn
street graffiti""
"brooklyn
street culture
bike tour""
"street culture
tour brooklyn""
"Brooklyn bike
tours""
"art brooklyn
tours" " "bike art bike"" "tours pulse
brooklyn""
"brooklyn
street art
tours""
"brooklyn
street art bike""
"tours brooklyn
street graffiti""
"brooklyn
street culture
bike tours""
"street culture
tours brooklyn""
"tour Brooklyn
bike"
"tour brooklyn
art""
"brooklyn pulse
bike tour""
"pulse tour
brooklyn""
"street art
brooklyn tour" "
"bike brooklyn
street art""
"tour street
graffiti
brooklyn""
"brooklyn
street culture
tour""
"brooklyn bike
street culture""
"tours Brooklyn
bike"
"tours brooklyn
art""
"brooklyn pulse
bike tours""
"pulse tours
brooklyn""
"street art
brooklyn tours""
"bike street art
bike""
"tours street
graffiti
brooklyn""
"brooklyn
street culture
tours""
"brooklyn
street culture
bike""
"Bike tour
brooklyn""
"tour art
brooklyn""
"brooklyn pulse
tour""
"brooklyn bike
pulse""
"tour brooklyn
street art""
"brooklyn
street graffiti
bike tour""
"street graffiti
tour brooklyn""
"street culture
brooklyn tour" "
"bike brooklyn
street culture""
"Bike tours
brooklyn""
"tours art
brooklyn""
"brooklyn pulse
tours""
"brooklyn pulse
bike""
"tours brooklyn
street art""
"brooklyn
street graffiti
bike tours""
"street graffiti
tours brooklyn""
"street culture
brooklyn tours""
"bike street
culture bike""
"brooklyn art
bike tour""
"art tour
brooklyn""
"pulse brooklyn
tour" "
"bike brooklyn
pulse""
"tour street art
brooklyn""
"brooklyn
street graffiti
tour""
"brooklyn bike
street graffiti"" "tour brooklyn street culture""
"brooklyn art
bike tours""
"art tours
brooklyn""
"pulse brooklyn
tours" "
"bike pulse
bike""
"tours street
art brooklyn""
"brooklyn
street graffiti
tours""
"brooklyn
street graffiti
bike""
"tours brooklyn street culture""
"brooklyn art
tour""
"brooklyn bike
art""
"tour brooklyn
pulse""
"brooklyn
street art bike
tour""
"street art tour
brooklyn""
"street graffiti
brooklyn tour" "
"bike brooklyn
street graffiti"" "tour street culture brooklyn""
"brooklyn art
tours""
"brooklyn art
bike""
"tours brooklyn
pulse""
"brooklyn
street art bike
tours""
"street art
tours brooklyn""
"street graffiti
brooklyn tours""
"bike street
graffiti bike"" "tours street culture brooklyn""
"Brooklyn bike tour"" "brooklyn street art tour""
"brooklyn art bike tour"" "brooklyn bike street art""
"brooklyn art tour"" "brooklyn street graffiti bike tour""
"brooklyn bike art"" "brooklyn street graffiti tour""
"brooklyn pulse bike tour""
"brooklyn bike street graffiti""brooklyn pulse tour"" "brooklyn street culture bike tour""
"brooklyn bike pulse"" "brooklyn street culture tour""
"brooklyn
street
art
bike
tour"
"brooklyn
bike
street
culture"
4
search strategy
street art
57. Opportunity!
1st in paid
1st in organic
GUAR shows 1st in organic search,
which indicates a high quality score.
Therefore, it should have a
competitive bid advantage against
Brooklyn Bike Tours.
search strategy
>
>
58. KEYWORD"
AVG. MONTHLY
SEARCHES"
COMPETITION" SUGGESTED BID"
BROOKLYN FOOD TOUR" 70" MEDIUM" $1.49"
TOURS IN BROOKLYN" 10" MEDIUM" -"
BIKE TOURS BROOKLYN" 10" HIGH" -"
TOUR OF BROOKLYN" 20" MEDIUM" $0.97"
BROOKLYN BIKE TOUR" 90" LOW" -"
Keyword Planner for BBT
search strategy
Opportunity!
Guerilla search strategy:
Outbid a direct competitor’s
keywords & take their traffic.
60. Customers have awareness of GUAR through
FB Ads + website
If they were interested --but didn’t finish a purchase
--that’s where AdRoll comes in
We create ads with AdRoll’s templates
AdRoll reminds customers about the brand online
--FB, Google, Yahoo
Objective to increase ROI
retargeting
64. Continue messaging to broaden appeal to natives
-testing if GUAR can own ‘the New Yorkers choice award’ for a weekend activity!
-price point validity
Clarify
brand
personality
+
communicaEons
on
Social
PlaGorms
-should they be on all the ones they currently are on?
3
month
Facebook
Campaign
strategy:
further
learning/promoEng
awareness
Modify
site
copy
to
reflect
any
learning
from
campaigns
Evaluate
if
GISO
is
an
obstacle
for
evaluaEng
data
Ally with like-spirited brands to foster enhanced brand dimension + increased
exposure
extended strategy