From a presentation to the Travel Community Hub in Australia. Kickstart 2023 with a 30,000 foot overview of the 4 factors that determine the health of your digital marketing strategy. What is the #1 thing you should be doing next? Get in touch if you're interesting in discussing what it takes to create an effective digital marketing roadmap.

1. DIGITALMARKETINGHEALTHCHECK

2. DIGITALROADMAP
richard@dollars.com.au
dollars.com.au

4. - Body temperature
- Blood pressure
- Heart rate (pulse)
- Breathing rate
VITALSIGNS

5. Four factors that
determine the health of
your digital strategy
VITALSIGNS

6. NURTURE
CLICK
SELL
DISCOVER

7. DISCOVER

10. - High control
- Instant results
- Dedicated landing page
- Speci
fi
c call to action
ADS
SEARCH ENGINE MARKETING (SEM)

11. - Driven by Google Business
Pro
fi
le
- SEO activity
- Easier than organic SEO
- Online Reputation Marketing
- Google Ads
LOCALSEO
GOOGLE BUSINESS PROFILE

12. - Google Business Pro
fi
le
- Claim
- Optimise
- Manage
- 33% haven’t done this!
LOCALSEO
DIGITAL HEALTH CHECK

14. ✅
✅
✅
✅
76%

15. - Drives the most tra
ffi
c
- Requires lots of work
- Long time to see results
- Limited control over results
- Possibly lowest priority
SEO
SEARCH ENGINE OPTIMISATION

16. - 200 ranking criteria
- Relevancy (on-page)
- Does the search term match
the page content?
- Full control
- Authority (o
ff
-page)
- Quality & quantity of
external links to the page
- Other o
ff
-page signals e.g.
reviews, social media
- Limited control
SEO
HOW GOOGLE DETERMINES RANKINGS

17. SOCIALMEDIA

18. WHO?
WHAT?
WHERE?
WHEN?
HOW?
WHY?

19. WHEN?

20. HOWOFTENSHOULDYOUPOST?
4
Twitter
2
Facebook
1
LinkedIn
3
Instagram

21. “TWICEADAYORTHEYDON’TPAY”
SOME SOCIAL MEDIA GURU

22. “BOOSTYOURPOSTSOYOUCANBOAST”
RICHARD PEARCE

26. - Recreational
- Funny・Jokes・Throwback・Holidays
- Educational
- Facts/trivia・Trends/research・Tips/tricks・Case Studies
- Conversational
- Survey/polls・Fill-in blanks・This vs. that・Ask Questions
- Inspirational
- Quotes・Before/after・Client success・Inspiring images
- Promotional
- Discounts/o
ff
ers・Live events/demos・Reviews・Webinars
- Entrepreneurial
- Behind the scenes・Mission/values・Featured employees
CONTENT
R.E.C.I.P.E.

27. - Local business? Start or expand
your Reputation Marketing.
- Want more tra
ffi
c? Start a
Google Ads campaign.
- Are you doing enough with
Social Media Marketing? More
content, more often.
- Learn about SEO. Start with
lower competing keywords and
build from there.
DISCOVER
CHECKLIST

28. CLICK

29. DISCOVER CLICK SELL NURTURE

30. SEARCH ENGINE MARKETING (SEM)
- Start narrow
- Negative keywords
- Use multiple ads
- Positive
- Negative
- Neutral
- Unexpected
GETCLICKED

31. LOCAL SEO
- Google Business Pro
fi
le
- Reviews
- Quality, quantity, velocity
- Respond to reviews
GETCLICKED

32. SEO
- Title
- Description
- Rich results
- Image thumbnail
- Reviews
GETCLICKED

33. SELL

34. DISCOVER CLICK SELL NURTURE

35. - You MUST have a website!
CHECKLIST
THE BASICS

36. - You MUST have a website!
- Website MUST be responsive!
CHECKLIST
THE BASICS

37. - You MUST have a website!
- Website MUST be responsive!
- SSL enabled
CHECKLIST
THE BASICS

38. - Background video
- Presenter video
- Event highlights
- Business overview
- Testimonials
- Training / education
VIDEO
BEYOND THE BASICS

39. SOCIAL
PROOF

43. DON’TTELLME
SHOWME

46. DON’T
MAKE
ME
THINK!

47. SIMPLE
NAVIGATION

50. MARKETSEGMENTATION
Honeymoon
Weddings Touring
Adventure Family Business

51. WHICHDIGITALMARKETINGCHANNEL
DELIVERSTHEHIGHESTROI?
ROI OF $36 FOR EVERY $1 SPENT

52. EMAILMARKETING

53. LEAD
MAGNET

54. - Packing Checklist
- Destination Guides
- Destination Calendar
LEADMAGNETIDEAS

55. NURTURE

56. DISCOVER CLICK SELL NURTURE

57. - You own it
- You control it
- Exclusive attention
- Tell stories
EMAILMARKETING
NURTURE

58. - Facebook Pixel > audiences
- If not opted in > try again
- Share social content
RETARGETING
NURTURE

59. - Discover
- Click
- Sell
- Nurture
4VITALSIGNS
DIGITAL HEALTH CHECK

60. “WHATCANBEMEASUREDCANBEIMPROVED”

61. - Discover
- Impressions
- Click
- CTR
- Sell
- Leads, Conversion rate
- Nurture
- Email open rates, clicks
- Clicks, opt-ins
4VITALSIGNS
DIGITAL HEALTH CHECK

62. slideshare.net/ricksure

63. travelindustry.com.au

64. travel.dollarsdigitalmarketing.com.au

65. dollars.com.au/travel

66. DIGITALROADMAP

67. DIGITALROADMAP
Workshop
12 month plan
50% OFF
dollars.com.au/travel

68. QUESTIONS