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eMarketing for your Tourism Business

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eMarketing for your Tourism Business

  1. 1. eMarketing your Tourism Business Rob Stokes
  2. 2. Tourism starts online
  3. 3. In the UK, the internet is now the biggest marketing channel in terms of spend
  4. 4. The average UK tourism company is spending well over 50% of it’s marketing budget online
  5. 5. Are we giving eMarketing the respect it deserves?
  6. 6. How it all fits together
  7. 8. eMarketing is NOT just a list of tactics
  8. 9. It achieves its true potential when these tactics work together
  9. 10. The tactics need each other
  10. 11. They feed off each other
  11. 12. They are substantially less effective without each other
  12. 13. At the centre of your eMarketing universe is your website
  13. 14. A hub to drive traffic to
  14. 15. A medium through which you can communicate and build a relationship with your audience
  15. 16. But it can’t just be any old website
  16. 17. You MUST add value to your user’s experience. Before, during and after their visit
  17. 18. Websites are no longer just brochures
  18. 19. They should be built to attract, convert and retain customers – or they shouldn’t exist at all
  19. 20. The average tourism website has 11 seconds to capture a user before they get bored and go elsewhere Travelmole
  20. 21. Is your website THAT good?
  21. 22. Our web development priorities
  22. 23. 1. Usability and conversion oriented design
  23. 24. Identify the goals and priorities of your site and design for your users to achieve them
  24. 25. Make sure they can find what they want quickly and easily
  25. 26. Drive them towards YOUR desired goals
  26. 27. Allow the reader to get the gist of your message in a few seconds by merely scanning the page
  27. 28. Pyramid style writing
  28. 29. Break up text with bolding, bullets, highlighting, crossheads and contextual interlinking
  29. 30. Have consistent Calls to Action
  30. 31. Don’t make them think…
  31. 32. Tell people to take the exact action you want them to perform in order to get the best response
  32. 33. Keep navigation and layout basic, consistent and standardised
  33. 34. Think about persuasive architecture
  34. 35. <ul><li>Don’t distract users with Christmas trees </li></ul><ul><li>blinking images </li></ul><ul><li>flashing lights </li></ul><ul><li>automatic sound </li></ul><ul><li>scrolling text </li></ul><ul><li>unusual fonts </li></ul>
  35. 36. Using Personas for large sites
  36. 37. 2. Search Engine Friendliness
  37. 38. Primary goal: Site must be fully indexable and optimised around a set of well researched key phrases
  38. 39. Blend 2 or 3 carefully chosen key phrases into a minimum of 250 words on each page
  39. 40. <ul><li>Also integrate keywords into your: </li></ul><ul><li>Meta tags </li></ul><ul><li>Title tag </li></ul><ul><li>Headings </li></ul><ul><li>Alt tags </li></ul><ul><li>Internal and inbound links </li></ul>
  40. 41. <ul><li>Other SEO Considerations for your site </li></ul><ul><li>The age of the domain </li></ul><ul><li>Links to the domain </li></ul><ul><li>Key phrases in URLs </li></ul><ul><li>Add regular fresh content </li></ul><ul><li>Text navigation is better than images </li></ul><ul><li>Offer RSS feeds (AND RSS to email) </li></ul><ul><li>XML sitemap </li></ul><ul><li>Be remarkable - m ake your site a resource! </li></ul>
  41. 42. 3. Look and Feel
  42. 43. Very important, BUT the least important consideration in web development
  43. 44. That doesn’t mean ugly sites are OK
  44. 45. Sites must look professional and demonstrate your credibility...
  45. 46. If these two goals are met and your site is easy to use, then the user will be satisfied.
  46. 47. Remember, they are looking to achieve a goal – not look at a piece of artwork.
  47. 48. The user experience is everything
  48. 49. Monitoring your website’s performance
  49. 51. Top stats to keep an eye on
  50. 52. Goal metrics above all else: conversion rates!
  51. 53. Unique users (not HITS)
  52. 54. Traffic Sources (and their conversion rates)
  53. 55. Engagement Metrics
  54. 56. Bounce rate
  55. 57. Repeat users
  56. 58. Pages per user
  57. 59. Time spent on site
  58. 60. A quick word on mobile sites
  59. 61. Get one, but make it relevant to mobile users
  60. 62. Bringing traffic to your website
  61. 63. Search Engines!
  62. 64. 1 Billion searches each day
  63. 65. Lots of volume, but why is this important?
  64. 66. Searchers are goal driven
  65. 67. They WANT to find you!
  66. 68. And if they don’t find you, they WILL find your competitor
  67. 69. In 2009, over 40% of online bookings started with a search
  68. 70. Major considerations in 2010:
  69. 71. Organic search – keyword rich links are everything, build a site that offers so much value that it attracts them naturally
  70. 72. Universal search: make sure your images, videos and maps are optimised to take advantage of all the SERP real estate
  71. 74. Mobile search: location aware users in a highly goal driven mode
  72. 75. Expect paid search prices to rise heavily in the next year
  73. 76. Make sure your organic and paid search campaigns are learning from each other
  74. 77. Always be optimising your conversion paths
  75. 80. Search marketing will bring a lot of traffic to your site, but you can’t stop there…
  76. 81. You should be looking to build communities around your business
  77. 82. Social Media can play a big part in this
  78. 83. A few social media channels:
  79. 85. The most important one…
  80. 87. A few tips to take it to the next level
  81. 88. Be strategy lead. The medium is not the message
  82. 89. How will social media deliver on your business goals?
  83. 90. Push for critical mass quickly
  84. 91. Discover and target influential individuals and communities
  85. 92. Identify and fill content holes – don’t echo
  86. 93. Write with your keyword strategy at your side
  87. 94. Consider the impact of social media on your other eMarketing tactics
  88. 95. Create a social media culture internally, it will reflect externally
  89. 96. Let’s look at a few specific examples…
  90. 97. Online Video: YouTube <ul><li>Second largest search engine! </li></ul><ul><li>60% market share </li></ul><ul><li>100+ million viewers a night </li></ul><ul><li>‘ The overnight success’ thing </li></ul>
  91. 100. Encourage your customers to build content on your behalf
  92. 102. 450+ Million active users
  93. 103. <ul><li>And many ways to communicate with them: </li></ul><ul><li>Groups and Pages </li></ul><ul><li>Applications </li></ul><ul><li>Ads </li></ul><ul><li>Facebook Connect </li></ul>
  94. 105. <ul><li>Of the travellers who use Twitter... </li></ul><ul><li>52% Tweeted between 4 and Ten times per day </li></ul><ul><li>25% Tweeted 10 updates or more per day </li></ul><ul><li>60% Used Twitter to connect with hotels and transport </li></ul><ul><li>28% Made a reservation following an initial contact on Twitter </li></ul>
  95. 106. Combining channels to build permission assets
  96. 108. Virgin Atlantic: 25 Years and Still Red Hot <ul><li>Campaign used Twitter, Facebook groups and advertising and email engagement to increase awareness in the SA online community </li></ul><ul><li>Results: 35% visitor-to-engagement conversion rate , average time-on-site over 5 minutes, campaign Twitter profile attracted 699 followers in 25 days </li></ul>
  97. 109. But the Buzz isn’t always good...
  98. 110. 11 million people search for “Ryanair” each month.
  99. 111. A Ryanair employee comments on a blog…
  100. 113. Followed by the official response
  101. 115. Then the online community got hold of it
  102. 117. Then the newspapers got hold of it
  103. 120. These powerful sites often linked to this site…
  104. 122. And we know how important good links are…
  105. 124. Why is your online reputation important?
  106. 125. Because people trust what their peers tell them
  107. 126. Consumer Generated Content influences over $10 Billion per year in online travel Compete.com
  108. 127. Tripadvisor.co.uk is the favourite website for UK users for holiday inspiration. European Travel Commission
  109. 128. 88% of Trip Advisor Visitors are influenced by the content the read on the site European Travel Commission
  110. 130. People are talking, are you listening?
  111. 131. Are you truly engaging with them?
  112. 132. Monitoring your online reputation helps you… … avoid a reputation crisis by informing you quickly … discover quick and effective new marketing opportunities … improve customer service through engagement … understand your customers’ needs and wants better … identify powerful influencers to target with WOM campaigns
  113. 133. <ul><li>In conclusion: eMarketing fundamentals </li></ul><ul><li>Get your website right, make it remarkable! </li></ul><ul><li>Drive qualified traffic to it. </li></ul><ul><li>Optimise the conversion of that traffic. </li></ul><ul><li>Build a relationship with your audience. </li></ul><ul><li>Test, test, test. </li></ul>
  114. 134. Thank You www.quirk.biz/FNB-ROCCI