destination marketing webinar search powering your marketing mix
DESCRIPTION
Our first in this series is Search Powering Your Marketing Mix where we will show how search marketing can provide behavioral information on who is searching for lodging, restaurant, attraction and activity information in and around your destination, which messages resonate with them and what factors entice them to become visitors/customers.Armed with this knowledge, destination and regional marketers can create effective messaging to drive consumer actions through all aspects of the marketing mix, both online and traditional channels.In this webinar you will learn:1. How Search & Social Intelligence Research can define your target audience(s) and provide knowledge needed to create an effective overall marketing campaign.2. How to leverage this information across your online and traditional marketing mix.TRANSCRIPT
Destination Marketing Webinar:
Search: Powering Your Marketing Mix
Presented by:
Mike Rosenberg – Vice President New Business & Strategy
EngineWorks, Inc.
www.engineworks.com
Destination Marketing Webinars
•Social Media: Can It Deliver to Your Bottom Line?
April 12th at 10:00am PT
•Live SEO Site Assessments
May 3rd at 10:00am PT
Search: Powering Your Marketing Mix
Knowledge is Power
Powering Your Marketing Mix
• In-depth research and analysis
•How customers seek-out your destination
•Most effective targeting and messaging
• Integrated through all media channels
Search
Social
Content
• Content drives consumers to your destination
• Search addresses strategic focus of your content
• Social ensures your content created is in the right context
Digital Success: Content + Search +Social
Keywords: The Foundation Of SEM
Keyword Research & Analysis
• Search Popularity
• Relevancy
• Competitiveness
Keyword Selection
Vacation
Ski Vacation
Colorado Ski Vacation
Vail Colorado Ski Vacation
Vail Colorado Family Ski Vacation
Items To Consider:
• Level of Optimization
• Keyword Selection
• Inbound Links
• Social Media Presence
Analyze Your Competition
Case Studies:Keyword Research Driving Marketing Mix
•Pop, Soda, Coke?
•CVB in Ohio
•Destination in Georgia
• Integrated through all media channels
What do you Drink?
Items To Consider:
• Popular Attractions
• Cincinnati
• Social Media – Listen in
Warren County
Case Study: Callaway Gardens
Traffic Driving Keywords
ORIGINAL KEYWORD FOCUS SEARCH VOLUME
OPTIMIZED KEYWORDS SEARCH VOLUME
georgia garden 33,100
georgia golf 135,000
georgia gardens 18,100
georgia golf course 33,100
georgia nature center 880
georgia golf courses 18,100
georgia butterfly 880
georgia weddings 12,100
georgia butterflies 390
georgia conference center 12,100
ga butterflies 91
georgia conference centers 4,400
atlanta georgia gardens 90
georgia golf resort 2,740
georgia butterfly garden 73
georgia wedding location 1,900
butterfly garden georgia 73
georgia wedding locations 1,600
atlanta garden georgia 50
georgia golf resorts 1,600
53,727
222,640
►
Pre-Optimized Messaging
Optimized Messaging
Social Media Marketing
The Tools You Need
Minimum
•Keyword Research – Google AdWords
•Social Research – Technorati, Facebook, Twitter, flickr, YouTube
Ideally
•Your keyword research tool of choice
•Social listening software (like Radian6 or Raven)
Search Data
Social Data
Content Demand
• 3 trillion web pages indexed by Google• Estimate +50 billion unique
• 90 trillion emails sent annually• 3.5 billion conversations occurring daily• 4 billion images on Flickr• 2.5 billion images uploaded to Facebook
each month• On and on and on and on…
Random Content Statistics
Sources – pingdom, emarketer, Comscore, Google, Facebook
Low barrier to entry(cost efficient)
Speedy distribution
Mass consumption
Trackable
Lots of Noise
Quality is not a priority
Untargeted
• Answer questions• Document experiences• Share with others• Build relationships• Expand knowledgebase
The Public: Content Engagement Desires
Build brand and measurable sales (ROI)• Search – Noteworthy (links) and visible
(indexed)• UX – Actionable (induce desired action)• Content Strategists – Organized and of Quality
Where are the audience needs?
Marketers: What Makes Content Valuable
Strategy for Online Success
Search Intelligence
Social Intelligence
Competitive
Intelligence
Website Audits Lifecycle
Audits
Social Media Audits
Analytics Audits
The Planning Paradigm
Wha
t do
you
have
? Audit
Wha
t do
user
s w
ant? Demand
Of w
hat q
ualit
y? Analysis
How
to im
prov
e, c
reat
e? Strategy/Plan
How
to m
easu
re im
pact
? Improved Results
Content Strategy Development Process
Case Study: Arizona Office of Tourism
Website
BannersSocialSearch and Social Interest
Locations – GC, Sedona, citiesActivities – outdoorImages
Case Study: City of Bothell
Creation of an Event(s)
Case Study: Jackson Hole
Takeaway: The Process
•Perform search based keyword research - what you say, what your
customers say
• Brand
• Competitors’ brand
• Products services
•Use social to understand content inquiry context, sentiment, type,
and location of conversations around your keywords
•Categorize and compare your keywords with relevant demand
•Audit current content against categorized content
Takeaway: Tools and Resources
•Free
• Google AdWords
• Technorati
• search.twitter.com
•Paid
• Any KW tool
• Radian6
• Spiral 16
Thank You!
Presented by:
Mike Rosenberg – Vice President
EngineWorks, Inc.
www.engineworks.com
Twitter: MikeRosenberg
LinkedIn: linkedin.com/in/MikeJRosenberg