This document summarizes a presentation about using data and analytics to convert prospects to visitors. It discusses measuring results versus impressions, reaching targeted prospects, and maximizing engagement. It also covers analyzing audience, acquisition, behavior, and conversions. Specific strategies are proposed like identifying high-traffic content, driving traffic and building loyalty. Data on visitor profiles and feeder markets is presented. Tools for tracking foot traffic and search engine optimization are listed. Developing landing pages, cornerstone content, and on-page SEO strategies are also outlined.

1. Using Data & Analytics to Convert
Prospects to Visitors
MACVB Summit
St. Cloud, MN
Tuesday, June 7, 2022

3. Text 919-608-7260
WIN THE BOSS’S MONEY!

5. Today’s Panel
Jill Anderson
Sr. Director of Marketing
Meet Minneapolis
Steve Markuson
VP Brand Strategy
MediaOne
Al Stauffacher
Director
Twin Cities Gateway
Kat Holm
Marketing Director
Lovin’ Lake County

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DO YOU WANT MEASURABLE
RESULTS OR IMPRESSIONS?
YOU NEED A PLAN

10. • Reach targeted prospects
• Drive incremental overnight stays
• Enhance non-peak periods of business
• Maximize prospect engagement
• Increase website hotel page views
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TCG STRATEGIC OBJECTIVES

12. DATA +
ANALYTICS =
INSIGHTS

13. • Audience: Who are your visitors?
• Acquisition: How did they find you?
• Behavior: What did they do on your website? What content gets
viewed the most?
• Conversions: Are visitors’ and your goals being met?
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Four areas of analysis:

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18. WHAT IS YOUR DESTINATION’S
TOILET PAPER & DETERGENT?

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“HOW DO I
MARKET
A DESTINATION?”

21. WHAT ITEMS DROVE THE
GREATEST STORE
TRAFFIC?
SUNDAY FRONT COVER

23. DRIVE TRAFFIC
BUILD
THE BASKET
BRAND LOVE
(LOYALTY)

24. TOP LANDING PAGES

29. Twin Cities Gateway
U of MN Tourism Center
Visitor Profile Study
Fall & Winter Seasons
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30. COMPARISON OF ALL HOTELS – SUMMER/FALL

31. COMPARISON OF ALL HOTELS – WINTER

32. FEEDER MARKET TAKEAWAYS

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FOOT TRAFFIC TRACKING

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• Google Search Console
• Google SERPs
• MOZ (free account - 10 queries per month)
• YOAST SEO WordPress plugin
Free SEO Tools

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• Create a landing page for each topic of interest:
• Various attractions
• Parks
• Activities, etc.
• Create a page that will serve as CORNERSTONE CONTENT for the main keyword phrase
you want to rank on search engines
• Create posts with related content and link the keyword text to the Cornerstone page.
• Minnesota Waterfalls: North Shore to the BWCA (CORNERSTONE)
• Explorer’s Guide to Waterfalls in Lake County, MN (SUPPORTING CONTENT)
• Optimize each page for ONE keyword phrase (i.e. “minnesota waterfalls” or “mn
waterfalls map”). Keyword phrase should be in the:
• Title
• Meta Description
• Headings and Subheadings
• Intro paragraph
• Alt tags on images
Developing an On-Page SEO Strategy

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Keyword Search, Organic, SEO

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Contextual Search Marketing

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Foot Traffic

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Q
Questions?