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DIGITALMARKETINGHEALTHCHECK
DIGITALROADMAP
richard@dollars.com.au
dollars.com.au
- Body temperature
- Blood pressure
- Heart rate (pulse)
- Breathing rate
VITALSIGNS
Four factors that
determine the health of
your digital strategy
VITALSIGNS
NURTURE
CLICK
SELL
DISCOVER
DISCOVER
- High control
- Instant results
- Dedicated landing page
- Speci
fi
c call to action
ADS
SEARCH ENGINE MARKETING (SEM)
- Driven by Google Business
Pro
fi
le
- SEO activity
- Easier than organic SEO
- Online Reputation Marketing
- Google Ads
LOCALSEO
GOOGLE BUSINESS PROFILE
- Google Business Pro
fi
le
- Claim
- Optimise
- Manage
- 33% haven’t done this!
LOCALSEO
DIGITAL HEALTH CHECK
✅
✅
✅
✅
76%
- 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
- 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
SOCIALMEDIA
WHO?
WHAT?
WHERE?
WHEN?
HOW?
WHY?
WHEN?
HOWOFTENSHOULDYOUPOST?
4
Twitter
2
Facebook
1
LinkedIn
3
Instagram
“TWICEADAYORTHEYDON’TPAY”
SOME SOCIAL MEDIA GURU
“BOOSTYOURPOSTSOYOUCANBOAST”
RICHARD PEARCE
- 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.
- 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
CLICK
DISCOVER CLICK SELL NURTURE
SEARCH ENGINE MARKETING (SEM)
- Start narrow
- Negative keywords
- Use multiple ads
- Positive
- Negative
- Neutral
- Unexpected
GETCLICKED
LOCAL SEO
- Google Business Pro
fi
le
- Reviews
- Quality, quantity, velocity
- Respond to reviews
GETCLICKED
SEO
- Title
- Description
- Rich results
- Image thumbnail
- Reviews
GETCLICKED
SELL
DISCOVER CLICK SELL NURTURE
- You MUST have a website!
CHECKLIST
THE BASICS
- You MUST have a website!
- Website MUST be responsive!
CHECKLIST
THE BASICS
- You MUST have a website!
- Website MUST be responsive!
- SSL enabled
CHECKLIST
THE BASICS
- Background video
- Presenter video
- Event highlights
- Business overview
- Testimonials
- Training / education
VIDEO
BEYOND THE BASICS
SOCIAL
PROOF
DON’TTELLME
SHOWME
DON’T
MAKE
ME
THINK!
SIMPLE
NAVIGATION
MARKETSEGMENTATION
Honeymoon
Weddings Touring
Adventure Family Business
WHICHDIGITALMARKETINGCHANNEL
DELIVERSTHEHIGHESTROI?
ROI OF $36 FOR EVERY $1 SPENT
EMAILMARKETING
LEAD
MAGNET
- Packing Checklist
- Destination Guides
- Destination Calendar
LEADMAGNETIDEAS
NURTURE
DISCOVER CLICK SELL NURTURE
- You own it
- You control it
- Exclusive attention
- Tell stories
EMAILMARKETING
NURTURE
- Facebook Pixel > audiences
- If not opted in > try again
- Share social content
RETARGETING
NURTURE
- Discover
- Click
- Sell
- Nurture
4VITALSIGNS
DIGITAL HEALTH CHECK
“WHATCANBEMEASUREDCANBEIMPROVED”
- Discover
- Impressions
- Click
- CTR
- Sell
- Leads, Conversion rate
- Nurture
- Email open rates, clicks
- Clicks, opt-ins
4VITALSIGNS
DIGITAL HEALTH CHECK
slideshare.net/ricksure
travelindustry.com.au
travel.dollarsdigitalmarketing.com.au
dollars.com.au/travel
DIGITALROADMAP
DIGITALROADMAP
Workshop
12 month plan
50% OFF
dollars.com.au/travel
QUESTIONS

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Digital Marketing Health Check 2023