Inbound marketing tips and tricks for public relations (PR) in the travel and tourism industry, including lots of information about search engine optimization (SEO) and publishing content like blogs and viral videos.
9. Inbound Marketing
Process Tools
Get Found Get Found
⢠Publish ⢠Content Mgmt
⢠Promote ⢠Blogging
⢠Optimize ⢠Social Media
⢠SEO
Get Found ⢠Analytics
Convert Convert
⢠Test ⢠Offers / CTAs
Convert
C t
⢠Target ⢠Landing Pages
⢠Nurture ⢠Email
⢠Lead Intelligence
⢠Lead Mgmt
⢠Analytics
10. Search Engine Optimization
3,000 searches per second
⢠Publish more content
⢠Optimize your content
⢠Promote your content
11. Organic Search is Best
Free
Pay Per Click â 25% of Clicks
More traffic
Organic Results
Smarter people
75% of clicks
Longer l ti
L lasting
Source: Marketing Sherpa and Enquiro Research
12. Pick Your Keyword Battles
vs.
s
Flickr:
Flickr: Extra Medium Flickr:
Flickr: Simonstarr
12
13. Pick Your Keyword Battles
1. Search volume
2. Relevance to your business
3.
3 Competition
⢠âmarketingâ
⢠âinternet marketingâ
g
⢠âinternet marketing software startup
founded 2006 in cambridge, mamaâ
13
18. Off-Page SEO
⢠Recommendations from friends
1. I
1 âI know HubSpotâ
HubSpot
2. âHubSpot is a marketing expertâ
3.
3 You trust the person saying this
⢠Links are online recommendations
1. A link: www.HubSpot.com
2.
2 Anchor text: Internet Marketing
3. Link is from a trusted website
27. Links in News Releases
1. Use keywords as anchor text
2. Also have full URL link
3.
3 Match keywords to SEO of target page
4. Link in first 100-200 words
5. Be wary of links to other websites
6.
6 Remember the other 99% of your
website besides your home page
28. Links from PR
Links from major media
j
and top blogs are 100
times better than news
release links.
28
29. Post News Release in Blog Format
⢠Post on your
website â use blog
⢠RSS F d
Feed
⢠Subscribe by Email
y
⢠Tags
â˘A t
Automatic Archive
ti A hi
⢠Publish RSS Titles
on Homepage, etc.
30. Wire Service Tips
1. Verify you can use anchor text links
(different li k t t i each release)
(diff t link text in hl )
2. Use lowest price / distribution (online
distribution does not change)
3. Multimedia / SMNR limits your
syndication,
syndication so use sparingly