Hotels need to know what digital marketing trends to follow and budget for in 2016, in addition to understanding their current performance and their competitors' performance. M

1. HOW TO BUDGET FOR
2016 DIGITAL
MARKETING
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questions please type in the chat
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review questions!

2. Milestone Confidential
Panel
• Sara Linton
Product Marketing Specialist
• Julie Chapman
Sr. Director of Business Development
• Mike Supple
Director of Products & Social Media
• Benu Aggarwal
Founder & President

3. Milestone Confidential
Agenda
1 Search trends
2 Factors that directly impact ROI
• Organic presence
• Content
• Website technology
• Social marketing
3 2016 budgeting checklist

4. Milestone Confidential
Search History
1991 - 2003 2003 - 2006 2007 - 2013

5. Milestone Confidential
Search Today (2013 – 2015)

6. Milestone Confidential
Search Tomorrow (2016+)
CTR
Multi-device
Algorithm
Quality
Engagement
Content &
User

7. FACTORS THAT
DIRECTLY IMPACT
ROI

8. Milestone Confidential
Digital Marketing Must Have
Website
Technology
Website Content
& Design
Organic and
SEO Promotion
Mobile
Friendliness
Digital Media
Advertising
Social Media
Presence

9. Milestone Confidential
The Influence of Ranking Factors
in Google’s Algorithm

10. Milestone Confidential
2015 Search Engine Ranking Factors Averaged
0
1
2
3
4
5
6
7
8
9
10
Organic presence Content Website
technology
Social marketing
Source: https://moz.com/search-ranking-factors

11. ORGANIC PRESENCE
Backlinks
Citations
Local search

12. Milestone Confidential
Is Organic/Natural Search Still Relevant?
28% 29%
18%
45%
54% 54%
-3%
1%
-7%
3%
13% 14%
2013-Q4 2014-Q1 2014-Q2 2014-Q3 2014-Q4 2015-Q1
Y/Y Growth in Organic Search Visits
Mobile Overall
Source: RKG Quarterly Digital Marketing Report

13. Milestone Confidential
Build Relevancy: Optimize Quality Listings
Local Search Engine
& Hyper Local Listings
Data Aggregators Internet Yellow Pages
Business, Local,
Industry and Niche
Maps

14. Milestone Confidential
Maintain Consistent Listings

15. Milestone Confidential
Constantly Monitor and Improve Presence
Track consistency
of listings over
time
Track performance
against recommended
digital score

16. CONTENT
Search intent
Customer needs
Freshness & relevancy

17. Milestone Confidential
Create Content Based on Searcher Intent
3 types of queries
• Navigational: branded or specific website
• Informational: long-tail and research and questions
• Transactional: ready to make a purchase

18. Milestone Confidential
Content Starts on the SERP
Does the
title match
what the
searcher
wants?
Is the URL
trustworthy?
Does the description
create curiosity & lead
to a click?
Is it easy for
the
searcher to
contact
you?
Can the
searcher’s
NEXT question
be answered
from this
result?

19. Milestone Confidential
Understand Searcher Intent – Informational
Queries

20. Milestone Confidential
Convert Holiday Season Information Queries!
Holiday pages with
fresh local content &
specials
104 Sessions with
very high engagement

21. Milestone Confidential
OG Tags Increase Social Shareability
154 social shares in 2 weeks

22. Milestone Confidential
Promote Holiday Specials on Yelp & Trip Advisor

23. WEBSITE DESIGN &
TECHNOLOGY
Desktop usability
Mobile usability
User experience

24. Milestone Confidential
Latest Design Trends
Scroll
Interactive
Story
Flat
Design
Card/Tile
Design
Typography
Icons
Mobile-
First

25. Milestone Confidential
Mobile First Design
Menu is
placed top
right for
optimal
position
Navigation
buttons have a
recommended
target size of
44px tall
Booking
icon is
position
adjacent
with full
screen
dropdown

26. Milestone Confidential
Continued Evolution of the Scroll
Conduct usability
testing to see how
your design is
working
Limit the use of too
many screens,
such as infinite
scrolls
Create sticky navigation
Differentiate scrolling
navigation controls for
other calls-to-actions and
links
Include visual cues to orient
users (scroll up/down)

27. Milestone Confidential
Building Interactive Story
Interactivity is
the best way
to reach your
user
It persuades
your user,
because they
are having
more fun
browsing the
website
Expansion of
HTML5, CSS,
Javascript, jQuery
allows greater
creativity with less
strain on
implementation

28. Milestone Confidential
Adaptive Responsive Websites
Desktop, Mobile, Tablet Versions
Best User Experience Across All Device

29. Milestone Confidential
Mobile Usability
 Mobile Friendly
Label
 Comprehensive
Mobile Site
 Page Speed
DESKTOP MOBILE

30. Milestone Confidential
Website Technology – Platform SEO Audit
 Critical message
 Crawls
 Robots.txt tester
 Server
 Sitemap issue
 Index status
 Structured data errors
 International targeting
 Mobile usability
 Search analytics

31. Milestone Confidential
Gtmetrix – Awesome tool build on Yslow and
Pagespeed (Yahoo and Google API)
• A and B = Good
Score
• Highlight areas to
fix
• Build on 2 critical
API

32. Milestone Confidential
Search Today - Voice and Conversational
Past
• Open Google maps
• Type address
• Get directions
Present & Future
• Based on structured
data
• Geo-targeted
• Socially Relevant

33. Critical Information
Marked as Structured Data

34. Milestone Confidential
Dynamic Content Targeting
60% increase in
conversions

35. Milestone Confidential
Usability Studies Help Increase Conversions
Heatmap
Study &
Analysis
Multi Device
Monitoring
Visitor
Conversion
Funnel
Accessibility
Advanced
Browser
testing
Mobile
Usability
Changes

36. Milestone Confidential
A/B Testing on Content Position
Accommodations
A
Accommodations
B
Removed Hero
Image to push
content to top
20%
improvement in
conversions

37. SOCIAL
Consistency
Share-ability
Relevancy

38. Milestone Confidential
What Is Social Content Marketing?
Brand messaging
• Image &
reputation
Community
management /
CSR
• Customer
support &
engagement
Content marketing
• Reach new
audience
• Create SEO
relevance

39. Milestone Confidential
How Social Content Marketing Impacts SEO
• Brand awareness
• Link potential
• Personalized search results
• Increased domain rankings
• Social sites rank well
• Google+ impacts local
search
• Relevant keywords
• Faster indexing
SEO
Social
Media
Source: http://www.semrush.com/blog/8-ways-social-media-can-impact-your-seo
Sweet spot – overlooked
by many businesses

40. Milestone Confidential
High Social Sharing Correlates to High Rank
#1 result has no backlinks, but
thousands of social shares
#7 result has hundreds of
backlinks, but no social shares
Tools used: SEO Quake plugin for link data, and Buzzsumo for social sharing

41. Milestone Confidential
How to Use Social to Connect to Search
Transactional
search
Informational
search
Opportunity to influence
purchase decisions. Blog,
Facebook, Instagram,
etc.

42. Milestone Confidential
Why do Visitors Spend Money?
Arts
Festivals
Marketing
Tasks
Sporting
Events
Conventions
& Meetings
Concerts

43. Milestone Confidential
What do YOUR Guests Care About?
“stayed here for our
Honeymoon”
“a romantic setting”
“an arcade and two
huge pools”

44. 2016 BUDGETING
CHECKLIST

45. Milestone Confidential
Competitive Analysis
Quality of backlinks
Consistency of listings
Website speed
Mobile usability
Schemas
Organic presence
Social relevancy
PPC presence

46. Milestone Confidential
Organic Presence Checklist
Local search results
Links and citations
Content marketing
Social media
Reviews management

47. Milestone Confidential
Website Checklist
Mobile usability
Website technology
Content
Design

48. Milestone Confidential
Analytics Checklist
Individual channel
reports
Holistic website
production
Tie all data together
with one
comprehensive report

49. Milestone Confidential
Media Advertising Checklist
Paid search
Behavioral ads
Travel media ads
Display ads
Social media ads

50. Milestone Confidential
Thank You!
Any additional questions or comments?
sales@milestoneinternet.com
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