declare your independence - vrm intel...‘cart’abandonment # 2 myth #4: last click attribution...

Declare Your Independence Key Website Tactics to Increase Direct Online Bookings

www.ICND.net

#1

Watch Your Competitors

Myth #4: Last Click Attribution

• Wal-Mart Founder: 'Most Everything I've Done I've Copied From Someone Else’

• Keep a close eye on rates vsimmediate competition

• Reviews are EXTREMELY important these days

Never Assume You’re Doing it Right#1

Myth #4: Last Click Attribution

• Advertise Your “Best Rate Guarantee” or “Book Direct & Save” to compete with OTAs, use remarketing

What can YOU offer nobody else can?#1

#2

Install Cart Abandonment

Myth #4: Last Click Attribution‘Cart’ Abandonment

#2

Myth #4: Last Click Attribution‘Cart’ Abandonment

#2

Myth #4: Last Click Attribution‘Cart’ Abandonment

#2

Myth #4: Last Click Attribution‘Cart’ Abandonment

#2

#3

Remarketing & RLSA Lists

Remarketing#3

• “Those ads that follow you”

• Perfect for Brand Recognition

• Great spot to mention ‘Book Direct’ and send them to a landing page

• Only 10-20% of website visits go to your specials page

RLSA Ads#3

“Remarketing Lists for Search Ads”

•Adjust your Pay Per Click bids to automatically increase for returning visitors

•Upload your email list to Adwords as a Custom Audience and set bids higher to make sure they see them

#4

Actually USEYour Own Website

(and your competitors’)

www.browserstack.com

Myth #4: Last Click Attribution“Mobile First” Is Where It’s At

#4• “Micro-moments” happen

on a mobile device, catch guests there

• Make the searching process easy (be sure you test!)

• Capture them as a “lead”rather than trying to get to make a reservation

Myth #4: Last Click AttributionCreate a User Friendly Website

#4• Capture Points!

• Quick Contact Forms, Newsletter Signups, Enticing Buttons

• Email Popup Modals Still Work, be careful on mobile though

Myth #4: Last Click AttributionLove Your Booking Engine!

#4It’s the Most Important Section of Your Website

#5

Your Content Is Your Voice

(something OTA’s Can’t Touch)

Myth #4: Last Click AttributionContent 2014 -vs- Content 2018

#5• Blog posts focused on

satisfying ‘user intent’ and becoming useful

• More Photos!• Videos with People (Iphone,

Go Pro, Selfie Stick)• Maps, Street Views,

Interactive Content, TruPlace, Matterport

• Blog Posts with Lots of Keyword Dense Topics

Myth #4: Last Click AttributionIdeas for Adding Content To Your

Website & Social Media

• Feature a guest review on your Facebook feed (one per week)

• Write Blogs that Answer Users’Questions (use AnswerThePublic.com for Ideas)

• Use your cell phone for Facebook Live Videos

#5

Myth #4: Last Click AttributionUser Generated

Content

• Guest Reviews on your Properties

• FAQ on Each Property Page

• Photo Contests & Video Contests

#5

#6

Customer Service is Key

Myth #4: Last Click AttributionCustomer Service… is a “ranking factor”?

#6• Customer service and your

online reviews tell Google a tale about your company

• First Impressions are a Key to Success, ie, Facebook and Google Reviews

• More “Trusted” than reviews on your website (which are filtered)

Myth #4: Last Click AttributionSocial StatsOn Customer Service

Source: https://www.getambassador.com/blog/social-customer-service-infographic

#6

#7

Collect User Search Data

Most Popular Search Terms?#7

• Use this information to build pages on your website to help users

Most Popular Amenities, Bedrooms & More!#7

• Drill down your target audience

• Similar Results or Search for

• New Unit Acquisition

#8

Invest In Pay Per Click

Myth #4: Last Click AttributionPay Per Click = Easy ROI

#8

• Don’t manage yourself, unless you are well trained

• Leave it to the pros who do it daily

Myth #4: Last Click AttributionPay Per Click – Large Percentage Of Bookings

#8

• Easy way to gain direct traffic and bookings

• Don’t be scared to “pay” – the ROI will be there IF you have a quality product

Myth #4: Last Click AttributionPay Per Click – Don’t Forget About Bing!

#8

• Bing is the prime “renter demographic”for many companies

• Higher Conversion Rates

• Small impression share though

#9

Be Social,Be Real

Social Media is for Social Interaction

• Busy Lives

• Create Micro-Moments

• Promote your experience, not your rentals

• Always Remember 80/20

#9

Myth #4: Last Click Attribution

FACEBOOK NEWS – January 2018

#9

• In January, Mark Zuckerberg announced that Facebook would be changing its news feed algorithm to prioritize content from “friends, family and groups.”

• “As we roll this out,” Zuckerberg wrote, “You’ll see less public content like posts from businesses, brands, and media. And the public content you see more will be held to the same standard—it should encourage meaningful interactions between people.”

Meaning Facebook is becoming more “Pay to Play” than ever before

• Don’t lose hope

• Zuckerberg says to “post quality content that users will interact with” ie. Don’t promote your business, but promote an experience

#9

#10

Put Some Love into

your Email Marketing

Myth #4: Last Click AttributionEmail – Great ROI for Low Cost

#10

Myth #4: Last Click Attribution #10But you have to do it right…

• Branding and Brand Recognition is Very Important

• Entire purpose of email?• Get them to your website• Keep them familiar with your

brand• Make your email an extension

of the feeling your product gives someone.

#10Quick Email Tips

• Personalize (could be one route, but do it right)

• Be knowledgeable about your area and what's going on

• Don't just sell the product, sell the experience

• Mobile First design (appeal to the Iphone X all the way to Office 16)

• www.litmus.com