These are the slides I used for my presentation to the St. Augustine, FL Historic Inns Association. Great collaborative seminar all around.

1. Brad Nickel
MarketingInnSites.com
VP of Marketing
Seasite.com/Landry & Kling
Web Marketing
Fundamentals

2. What was my line?
I used to sell people for a living

3. Brad Nickel
Consultant
Clickbrain.com
VP of Marketing
Seasite.com/Landry & Kling
Web Marketing
Fundamentals

4. Plant the seeds and give you the tools

5. Agenda
Marketing
 How marketing has
changed
 What it means to you
What is web marketing
 Overview of types
 Your web site
Fundamentals
 SEO
 SEM
 Other advertising
 Social Media

6. Traditional Marketing is Dead
Customers are on to it
No more stretching the
truth…. nowhere to hide
No more throwing things
up to see what sticks
Consumers are empowered
and expect the truth

7. You are perfectly positioned
Hallmarks of your service:
Relationships
Service
Shared experiences
Fond memories

8. You are perfectly positioned
The most important component of your business
online is your team. You are your brand.
“Pat and Ted the owners have become like
family members”
Thank you Pat and Ted for such a
wonderful stay at your beautiful bed and
breakfast. You both are so welcoming and
by the time we left you felt like family.
Pat and Ted could not have done more for
us during our stay.
The most wonderful of all though was the
friendship we now have with Pat and Ted
Dobosz.
Etc., etc., etc.

9. How?
How do you engage your
guests to help you
spread the word?
How do you find and
engage potential guests?

10. Relationships

11. Who are you as a group?
Numbers from survey
Web Marketing expertise: 2.5 out of 5
Social Media expertise: 2.7 out of 10
Blogs: 7
PPC: 4 / 12
Social Media Ads: 4 / 12
Most Active: St Francis / Bayfront Marin House

12. TripAdvisor.com
Who actively works
the reviews?
Who is tracking
traffic?

13. What is Web Marketing?
Driving traffic to a web site
and getting visitors to
engage
Calls to action
 Inquire
 Subscribe
 Interact and remember
 Relate their experience /
Refer
 Reserve/Buy

14. What is Web Marketing?
This isn’t easy....
… but can/will eventually
build great rolling
momentum.

15. What is Web Marketing?
Be prepared to invest time
and some money to market
your property and yourself
on the web

16. What is Web Marketing?
An opportunity to begin or build a relationship
Don’t rush the
“sale”
Build trust
Open Channels to
communicate
Verify your
greatness

17. What is web marketing?
Where to start: Targeting
 Who are your customers?
 Why are they your customers?
 Why did they pick you?
 What is your value?
 Where do they hangout online
and off?
 Verticals? History buffs, etc.

18. Types of web marketing
Search Engine Marketing - SEM (Advertising)
 Adwords
 Other advertising
 Landing pages

19. Types of web marketing
Search Engine Optimization - SEO

20. Types of web marketing
Real world
networking

21. Types of web marketing
Social Media

22. Types of web marketing
Traditional Marketing to drive traffic

23. Search Engine Optimization(SEO)
Your Web Site Needs
To Campaign
For Votes
The more votes you
get the higher your site
will rank on search engines

24. Search Engine Optimization(SEO)
Votes = Links
from other web
sites

25. Search Engine Optimization(SEO)
Content =
Your Site’s
Campaign Platform

26. Search Engine Optimization(SEO)
The better your
site’s platform
(content) the
more votes(links)
you will get and the
better your
ranking will be

27. Search Engine Optimization(SEO)
When other relevant
sites link to your site
they are “voting”
for your site

28. Search Engine Optimization(SEO)
The more links to your
site from other highly
ranked sites in your
topic area the higher
your rank in the
search engines

29. Search Engine Optimization(SEO)
You win the
election when
Google serves
up your address
when content on
your site matches
a user’s search,
because you had more links

30. SEO - Tactics
 High quality relevant links to your site
 Forum posts
 3rd
party blogs
 Comments on other blogs
 Controversial content
 Public Relations
 Keyword/phrase optimized
content
 Follow all the rules

31. SEO - Content, Content, Content
Each page a topic
Keyword rich
 How to identify
(Google tools)
 Brainstorm
 Look at competitors
 Search how your
customers search
 Don’t try to go for
common terms
 Long tail terms
 Low counts in Google

32. SEO - Use a Content Management System(CMS)
If you can’t control your
site, then you can’t control
your marketing
WordPress
 Not just for blogging
 Install (Godaddy)
 or use WordPress.com
Many others available
 TypePad
 Drupal

33. SEO - Get free content
Directories of content
RSS feeds
Guest posts

34. SEO - Links out = links in
Comments on other blogs
Blog networks
Forum posts
Write free articles
Contests
Post to Facebook, LinkedIn, etc.
Write articles that get attention
 Top 10s
 Secrets

35. SEO - Weblogs
Specialized Content
Build
 Separate hosting
accounts
Hire
 Freelance writers
 eLance
 Odesk
 Blog specialists
 Performancing

36. Silly Rabbit Tricks Are for Kids
Slow and steady equals
SEO success
No one can get you top
rankings without work
and original content, but
they can get you banned
Check references of anyone
you hire

37. Search Engine Marketing
Google Adwords
Maximize your
investment
 Learn
 Hire(Trada, oDesk, etc.)
The "Others" - Yahoo,
MSN(Bing), etc.
 Cheaper
 Less competition

38. Search Engine Marketing
Landing pages can
increase conversions

39. Search Engine Marketing
Competing Against Each Other

40. Other Advertising
What other venues are available?

41. This Changes Everything

42. This Changes Everything
Blurs the lines between our personal world and
business world
More open and honest communications
Sharing everything
Less divisions – more commonality
Go ahead and login

43. What is Social networking
Conversations

44. What is Social networking
Connections

45. What is Social networking
Relationships

46. What is Social networking
Can you hear me?
“I just posted the coolest
link ever to Facebook and
none of my friends have
“liked it” or commented
upon it.” REFRESH

47. What is Social Networking?
Connecting
Conversations
Relationships
Ego
Geography
Business
Schools
Hobbies
Family
Any Interests

48. What is Social Networking?
Personal
Old friends
School mates
Family
Neighbors
Civic
Business
Promotions
Recruiting
Networking
Referrals
Testimonials

49. How To Use Social networking
Do you have the time?

50. What Networks Merit Your Attention?

51. Semi-closed business focused network
The Chamber of Commerce online
Worldwide and local
Fantastic business resource

52. Features
Job listings
Groups
Q&A / Answers
Connection tools
Targeted advertising
Network updates
Recommendations

53. Features
Groups

54. Features
Q&A / Answers

55. Features
Recommendations

56. Features
Advertising

57. Value to you?
Referrals
Meetings
References
Recommendations
Networking

58. Semi-closed personal social network
Club, church, community center, bar online
Worldwide and local
Fantastic personal
connections
Connect with only
Those you choose

59. Features
Comments and likes
The wall

60. Features
Photos and Videos

61. Features
Connections old and new
Important discussions

62. Features
Profile
Groups/Pages

63. Features
Groups

64. Features
Integrate your data and
sites

65. Features
Ads and pages

66. Features
Ads and pages

67. Getting Likes
Ask for it
Bribe
Contests
Partners

68. Pages – Getting Started

69. Pages – Getting Started

70. Ads – Getting Started

71. Check In
Start a conversation

72. Get the Like
Button
Everywhere
Ask everyone to like you

73. Remember that likes are referrals – Their friends see
it. Ask for them.
Take action while staying with you or at least remind
them too.
Remind them to check in with Facebook,
Foursquare, etc. – Put up a sign
Post content of value frequently

74. Examples:
Local news
and info

75. Examples:
Local news
and info

76. Examples:
Humor and
ideas

77. Examples:
Guest photos

78. Open personal/business social network
Broadcasting and conversations
Worldwide and local
Small bursts of info
(140 characters)
Follow – Subscribe
Real time/live

79. Features
Fast communications
Easy to master
Reciprocal
Easy to share

80. How tos
Concise communications
Short URLs
(TinyURL)
Relevant
Useful
Traffic to your site
Update tool for biz

81. SEO / Social - Self-feeding strategy
Independent accounts
Blogs
Twitter
Facebook
Blog
Blog
Blog
TwitterFacebook
Your
Site

82. Don’t forget email
Newsletters
Blasts – to a list
Think about those verticals

83. Video
People will click
Post to YouTube and
all the social media sites
Detailed keyword
Descriptions - SEO
Contests:
Best hidden gem, tours, etc.

84. Calls to action
Determine what you
want visitors to do
Build pages and links to
get them to take that
action
 Landing pages
Tweak then test again
and again

85. Tracking, tracking, tracking!

86. Tracking, tracking, tracking!

87. Time
Allot a set amount of time each day
to the tasks
Patience... breeds success. It can take
months to see results

88. Getting Started
Jump right in
Have fun
Plan your strategy
Pick a few and stay
Set your goals
Enjoy yourself
Keep it real
Keep it fresh
Open up or be left behind
Give

89. Great Resources
Send for more
MarketingExperiments.com
Google’s Webmaster Central
Google Analytics
Tools for building,
tracking, and
managing your
site and clients
WordPress.com