Part I of II from April 25 presentation at Tourism Victoria.

1. April 2012

2.  A wide range of marketing experience in
the room.
(Just hit me up afterwards if you need explanation or expansion on any
particular topic).
 Rob’s Background.

3.  Cut through the noise.
 Empower and inform.
 Share practical ideas on where to start.

4.  True merit wins.
 The web is accessible – you can find out
how to do anything.
 “Measurability” and transparency create
great opportunities for those brave
enough to be wrong!

5.  Know who you’re trying to reach.
 Find out how to get in front of them in
relevant settings.
 Get good at “conversion” of web visitors.

6.  The act of getting someone to the next level
of engagement:
◦ Purchase.
◦ Reservation.
◦ Phone call.
◦ Get directions to your business.
◦ Sign up...
 Critical to measure conversion elements through
Google Analytics (free).
Cont...

7.  Every page on your site should be optimized to be
as persuasive as possible in getting your visitor to
take the next logical step.
◦ Prioritize your visitors.
◦ Consider the context – how did they get there/why are they
there?
◦ Remove any obstacles.
◦ Build the necessary trust and credibility.
◦ Invite the next step with a relevant call to action.
 Small companies can beat large ones in this arena.

8. Trust and Credibility
Clear Call to
Action
Visitor Priorities
VERY Focused!

9. Prioritization of 5
different offers while
streamlining the
selection process.
1
2 3
Trust and Credibility-
building throughout.
4 5
Removal of
obstacles
Call to Action

10.  The A/B Test
◦ Easier than ever.
◦ Dramatically powerful.
 Ads
 Landing Pages
 Calls to Action
 Email
 You name it!

11. A
B
C
D
E
F

12.  Knowing your visitors means knowing their next logical step
on your site/page – always invite them to take that step.

13.  Nobody will book with you or visit your location until you’ve
built credibility and trust with them.
 Look & feel, testimonials, photos, reviews are great
“credibility indicators.”
 Aside from simply getting a customer, folks will actually pay
a premium for a place/service they trust more.

14.  Google Analytics
 Bit.ly
 Facebook