A ton of tour, activity and attraction purchases are made last minute and in market. Arival research indicates that three in four travelers say they book at least some of their activities “when they get there.” So how do you reach them? How do they find you? And oh yeah, what about all those people who already live in your market? This workshop from leading digital destination marketing agency Miles Partnership walks through the essential best practices – including paid, owned and shared digital media but also offline channels – for finding and converting that all-important in-destination decision-maker.

1. Going Local
Best Practices for Reaching Locals -
and Travelers Who’ve Already Arrived

2. With you
Gray Lawry
VP, Strategy & Insights
• 10+ Years in Travel Marketing
• Full Stack LAMP Developer
• AdWords & Analytics Certified
• Manage 35+ Million in Annual
Marketing Investment

3. Meet Miles

4. Inspired by
travel

5. 100% travel 250+ travel
experts
7+ year
average client
relationship
$33+ million
in industry
participation
90+
travel brands
By the
numbers

6. A few of our
clients

7. Strategic
Consulting
Branding &
Creative Services
Digital
Development
Content Creation
& Distribution
Advertising Services
& Media Buying
Revenue
Generation
Programs
Core
services

8. Client
accolades
155 awards
over the past three years
across content creation, brand campaigns,
design and website development

9. Focus on
research

10. Crafting a Strategy

13. Imagine

15. channel
strategy
1. Owned (Organic)
2. Paid
3. Earned

16. CAMPAIGN PROCESS
Discover
1
Define Develop Deploy Dissect
2 3 4 5

17. takeaways
1. Local Listing Management is huge…
GMB / Yext / Moz Local
2. Use Your DMO
3. Leverage Technology to Target

18. Local Listings

19. Website Visits
11,585

20. Views on Google Search:
252,397
Website Visits
11,585

21. Views on Google Search:
252,397
Website Visits
11,585
Views on Google Maps:
11,082,365
1000X!

22. 10 WAYS TO MAXIMIZE YOUR EXPOSURE IN
GOOGLE PRODUCTS.
11!

23. ONE
MAKE SURE YOUR BUSINESS IS VERIFIED
& UP TO DATE

24. TWO
MAKE SURE YOUR NAP IS CONSISTENT

25. NAME
ADDRESS
PHONE

26. MOZ LOCAL
YEXT
ETC.
SEARCH:
LOCATION DATA
MANAGEMENT
TOOLS

27. THREE
UPDATE YOUR PIN PLACEMENT ON MAPS

29. FOUR
CHECK “INSIGHTS” IN GOOGLE MY
BUSINESS REGULARLY

30. !

31. 2.0M

33. !

34. NEW!
QUERIES USED TO FIND YOUR
BUSINESS

35. NEW!
WHAT YOUR BUSINESS IS
KNOWN FOR

36. DOWNLOADING HISTORICAL
INSIGHTS DATA

37. FIVE
RESPOND TO REVIEWS QUICKLY

38. SIX
ADD GREAT PHOTOS FREQUENTLY

39. 1. INFORMATIVE
WHAT WOULD A POTENTIAL VISITOR
WANT TO KNOW OR SEE ABOUT THIS
PLACE? CONSIDER THE SCOPE, THE
SCALE AND THE CONTEXT OF THE
PLACE YOU’RE CAPTURING.
2. ATTRACTIVE
WHAT MAKES THIS PHOTO EYE-
CATCHING? CONSIDER COLOR,
CONTRAST, SATURATION,
LIGHTING, FOCUS AND LEADING
LINES.
3. REPRESENTATIVE
REPRESENTS WHAT THE PLACE
WOULD TYPICALLY LOOK LIKE.
AVOID FEATURING SPECIFIC
EVENTS, SEASONS OR
CONDITIONS.

40. This photo is good! It’s both
informative and attractive. Easy to
understand what it is, where it’s taken
from, bright colors good contrast,
good framing.
This photo is bad. It isn’t attractive -
off-kilter horizon, muddy colors, and it
isn’t particularly informative -
unreadable signs/context.

41. 10X
111,277 VIEWS 10,757 VIEWS

42. SEVEN
PAY ATTENTION TO “QUESTIONS &
ANSWERS”

43. EIGHT
GRAB FREE SCREEN REAL ESTATE WITH
POSTS

44. Posts appear in your knowledge
panel and provide a huge amount
of real estate for your business

45. Best Practices for using GMB Posts:
● Keep two posts live at a time to maximize
view rate for your content. More than two
will reduce viewability of your oldest post.
● Posts are live for a max of 7 days - repost
each week.
● Post early in the week if you’re promoting
something the following weekend.

46. NINE
ADD 360 IMAGES

47. 360 DEGREE PHOTOSPHERES AND
VIRTUAL TOURS ARE A GREAT WAY
TO ENGAGE POTENTIAL CUSTOMERS.

48. RICOH THETA V
(ABOUT $400)

49. HTTPS://WWW.GOOGLE.COM/STREETVIEW/HIRE/

50. TEN
SET UP “MESSAGING” TO CONNECT WITH
CUSTOMERS

52. CONSUMERS CAN
CONTACT YOU
DIRECTLY
THROUGH YOUR
KNOWLEDGE
PANEL, AND THE
MESSAGES COME
DIRECTLY TO
YOUR PHONE.

53. ELEVEN
LOOK FOR “RESERVE WITH GOOGLE”
FEATURES

54. “RESERVE WITH
GOOGLE”
EXPANDS
RESERVATION &
BOOKING
OPTIONS TO
MORE
BUSINESS
CATEGORIES.
NEW!

56. WATCH FOR
RESERVATION
INTEGRATION
OPTIONS IN
YOUR GMB
DASHBOARD.

57. IF YOU DON’T WANT THE
INTEGRATION, YOU HAVE TO
CONTACT THE PROVIDER FIRST TO
GET DE-LISTED, THEN YOU CAN
REQUEST THAT THE GMB TEAM
REMOVE THE AD FROM YOUR
KNOWLEDGE PANEL.

58. Use Your DMO

59. How to Use
your dmo
1. Take advantage of the research
2. Invest in their programs
3. Co-operative marketing (co-op)

60. Targeting with Technology

61. facebook

62. google

63. Thank you
milespartnership.com
Q&A