focus online marketing 101
DESCRIPTION
A short presentation slideshow from our Focus Online travel marketing seminar. We discussed how brands should interact online and improve their bottom line.TRANSCRIPT
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Welcome
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Topics Website Usability
Website Visibility
Website Analytics
how to attract visitors to your website. (SEO & SMO)
measuring the success of the above two objectives
how visitors use and interact with web pages
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Usability
Common website downfalls Too much Flash
Content difficult to Scan Long Enquiry Forms Complex navigation, site No obvious Calls to action
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UsabilityExample of website with poor usability
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UsabilityExample of website with good usability
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UsabilityImagery sells accommodation
Use crisp, web optimized & visually appealing images.
poor
good
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Visibility
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Visibility
Relevant web visibility terms Search Engine Marketing
Social Media Marketing Google Maps and Places
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Visibility
Useful internet visibility mediums – i.e. ways for people to see your brand online
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VisibilitySearch Engine Marketing – How a search results page is broken down
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VisibilitySearch Engine Optimisation - important elements to consider
ON-PAGE FACTORS
1. Content
2. Technical
OFF-PAGE FACTORS
1. Links
2. Social
3. Trust
4. Personal
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VisibilityOnsite factors:Content and Keyword Targeting – Align site title with site content for relevance
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VisibilityOff site factors - Links
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VisibilitySearch Engine Marketing - Pay Per Click Advertising
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Visibility
1. Keywords
2. Advert
3. Page Content
Pay Per Click Advertising – align all content for site relevance.
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VisibilitySocial Media Marketing : Facebook
1. Customise your channel design – e.g. custom profile picture
2. Include multiple tabs
(Book Now, Reviews, Events, Gallery)
3. Embed like button on your webpage
4. Listen to your followers, engage (comment) with them.
5. Interesting content MEANS more links!!!
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VisibilityExample of good branded Facebook page.
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Visibility
The @symbol designates a Twitter profile
The retweet. Repeating another tweet to your own followers. This is how news spreads so quickly on Twitter.
Hashtags. The #sign is used with words or phrases to highlight them or make them more searchable. (#getfuel)
Lists. Organise profiles you follow and gets relevant details to relevant followers .
Trending topic. Popular discussion topics. Tracked globally or locally.
Social Media Marketing : Twitter Terminology
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Personalise\Customise Pages
Follow relevant people to your brand.
Use #tags and @mention people, retweet.
Include links in your tweets.
Search for you brand name daily and respond to any mentions
Add automatic responses to engage followers can assist but don't sell yourself and get in their face.
AGAIN listen to tweets and add interesting content
Visibility
Social Media Marketing : Twitter Guidelines
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VisibilityExample of a good branded twitter profile page.
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Visibility
Add your own branded channel
Like videos that you find relevant
Comment on videos of your hotel \ area
Make friends
Engage and get people to follow your channel.
Embed Video on your Site\Blog
Social Media Marketing : YouTube
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VisibilityExample of good YouTube branded channel.
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Visibility
1. Depending on visibility of page subscribe to add contact details
2. Respond to reviews quickly
3. Update photos, description, etc
4. Run special offers if possible
5. Check location and category are aligned with your brand
Social Media Marketing : Sign up to review sites such as Tripadvisor.
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VisibilityExample of Tripadvisor branded page
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Analytics
Measures how visitors find you
Measures how visitors use your website Tracks your website conversions
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Analytics
Traffic Volumes : Elements to check
1. How many unique Visitors
2. How many Visits
a. By location?
b. Browser?
3. How many pages each user views (typically lower on blogs)
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AnalyticsVisits 1, Unique Visitors 1 and Bounce Rate 2
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Analytics
Traffic Sources : Important terms.
1. Search vs Referral vs Direct - (how your site was searched)
2. Search traffic
3. Organic vs Paid
4. Top Keywords – (what users typed to find a page)
5. Referrals – (other sites referring your site)
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AnalyticsSearch vs Referral vs Direct 1 & Top Referrers 2
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AnalyticsTop Search Terms 1 & Organic vs Paid 2
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AnalyticsUsability can be improved and tracked by acknowledging and monitoring :
1. Bounce Rate
2. Browser settings
3. Mobile viewing (smartphone etc) vs Normal (PC)
4. Social Interaction
5. Overlay (In-page analytics), where do people
click once they land on your webpage
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AnalyticsExample of in-page user click tracking, we see how users engage a site
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Analytics
Conversion Tracking – measures the impact of users movements.Elements to consider in reaching your maximum impact.
1. Define conversions and goals
2. Which pages convert?
3. Which keywords convert?
4. Which referrers convert?
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Questions?
For venue owners who understand & recognize the value of online marketing
With over 60 years' collective industry experience,
Focus Online are the specialists in online travel marketing.
Contact us on [email protected] or call +27(0)21 683 6809
and start growing your business online today
http://www.focusonline.co.za