hotel digital marketing snapshot and how to budget for 2016 webinar
TRANSCRIPT
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HOW TO BUDGET FOR 2016 DIGITAL MARKETING
Attendees are muted, for any questions please type in the chat box. There will be time at the end to review questions!
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Milestone Confidential
Panel
• Sara LintonProduct Marketing Specialist
• Julie ChapmanSr. Director of Business Development
• Mike SuppleDirector of Products & Social Media
• Benu AggarwalFounder & President
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Agenda
1 Search trends
2 Factors that directly impact ROI
•Organic presence
•Content
•Website technology
•Social marketing
3 2016 budgeting checklist
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Search History
1991 - 2003 2003 - 2006 2007 - 2013
KEYWORD
STUFFING
&
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Search Today (2013 – 2015)
SEO
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Search Tomorrow (2016+)
CTR
Multi-device
Algorithm
Quality
Engagement
Content & User
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FACTORS THAT DIRECTLY IMPACT
ROI
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Digital Marketing Must Have
Website Technology
Website Content & Design
Organic and SEO Promotion
Mobile Friendliness
Digital Media Advertising
Social Media Presence
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The Influence of Ranking Factors in Google’s Algorithm
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2015 Search Engine Ranking Factors Averaged
Organic presence Content Website technology Social marketing0123456789
10
Source: https://moz.com/search-ranking-factors
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ORGANIC PRESENCEBacklinksCitationsLocal search
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Is Organic/Natural Search Still Relevant?
2013-Q4 2014-Q1 2014-Q2 2014-Q3 2014-Q4 2015-Q1
28% 29%
18%
45%54% 54%
-3%
1%
-7%
3%13% 14%
Y/Y Growth in Organic Search VisitsMobile Overall
Source: RKG Quarterly Digital Marketing Report
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Build Relevancy: Optimize Quality Listings
Local Search Engine& Hyper Local Listings Data Aggregators Internet Yellow Pages
Business, Local, Industry and Niche Maps
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Maintain Consistent Listings
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Constantly Monitor and Improve Presence
Track consistency of listings over time
Track performance against recommended
digital score
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CONTENTSearch intentCustomer needsFreshness & relevancy
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Create Content Based on Searcher Intent
3 types of queries• Navigational: branded or specific website• Informational: long-tail and research and questions• Transactional: ready to make a purchase
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Content Starts on the SERPDoes the
title match what the searcher wants?
Is the URL trustworthy?
Does the description create curiosity & lead
to a click?
Is it easy for the searcher
to contact you?
Can the searcher’s
NEXT question be answered
from this result?
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Understand Searcher Intent – Informational Queries
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Convert Holiday Season Information Queries!
Holiday pages with fresh local content &
specials
104 Sessions with very high engagement
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OG Tags Increase Social Shareability
154 social shares in 2 weeks
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Promote Holiday Specials on Yelp & Trip Advisor
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WEBSITE DESIGN & TECHNOLOGY
Desktop usabilityMobile usabilityUser experience
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Latest Design Trends
Scroll
InteractiveStory
FlatDesign
Card/TileDesign
Typography
Icons
Mobile-First
01
02
0304
05
06
07
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Mobile First Design
Menu is placed top right for optimal position
Navigation buttons have a recommended target size of 44px tall
Booking icon is position adjacent with full screen dropdown
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Continued Evolution of the Scroll
Conduct usability testing to see how your design is working
Limit the use of too many screens, such as infinite scrolls
Create sticky navigation
Differentiate scrolling navigation controls for other calls-to-actions and links
Include visual cues to orient users (scroll up/down)
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Building Interactive Story
Interactivity is the best way to reach your user
It persuades your user, because they are having more fun browsing the website
Expansion of HTML5, CSS, Javascript, jQuery allows greater creativity with less strain on implementation
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Adaptive Responsive WebsitesDesktop, Mobile, Tablet Versions
Best User Experience Across All Device
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Mobile Usability
Mobile Friendly Label
Comprehensive Mobile Site
Page Speed
DESKTOP MOBILE
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Website Technology – Platform SEO Audit
Critical message Crawls Robots.txt tester Server Sitemap issue Index status Structured data errors International targeting Mobile usability Search analytics
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Gtmetrix – Awesome tool build on Yslow and Pagespeed (Yahoo and Google API)
• A and B = Good Score
• Highlight areas to fix
• Build on 2 critical API
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Search Today - Voice and Conversational
Past
• Open Google maps• Type address• Get directions
Present & Future
• Based on structured data
• Geo-targeted• Socially Relevant
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Critical Information Marked as Structured Data
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Dynamic Content Targeting
60% increase in conversions
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Usability Studies Help Increase Conversions Heatmap Study & Analysis
Multi Device Monitoring
Visitor Conversion
Funnel
Accessibility
Advanced Browser testing
Mobile Usability
Changes
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A/B Testing on Content PositionAccommodations
AAccommodations
B
Removed Hero Image to push content to top
20% improvement in
conversions
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SOCIALConsistencyShare-abilityRelevancy
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What Is Social Content Marketing?
Brand messaging• Image &
reputation
Community management /
CSR
• Customer support & engagement
Content marketing
• Reach new audience
• Create SEO relevance
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How Social Content Marketing Impacts SEO
• Brand awareness• Link potential• Personalized search results• Increased domain rankings• Social sites rank well• Google+ impacts local
search• Relevant keywords• Faster indexing
SEO Social Media
Source: http://www.semrush.com/blog/8-ways-social-media-can-impact-your-seo
Sweet spot – overlooked by many businesses
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High Social Sharing Correlates to High Rank
#1 result has no backlinks, but thousands of social shares
#7 result has hundreds of backlinks, but no social shares
Tools used: SEO Quake plugin for link data, and Buzzsumo for social sharing data
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How to Use Social to Connect to Search
Transactional search
Informational search
Opportunity to influence purchase decisions. Blog,
Facebook, Instagram, etc.
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Why do Visitors Spend Money?
Arts
Festivals
MarketingTasks
SportingEvents
Conventions& Meetings
Concerts
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What do YOUR Guests Care About?“stayed here for our
Honeymoon”“a romantic setting”
“an arcade and two huge pools”
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2016 BUDGETING CHECKLIST
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Competitive Analysis
Quality of backlinks Consistency of listingsWebsite speed Mobile usability SchemasOrganic presenceSocial relevancyPPC presence
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Organic Presence Checklist
Local search resultsLinks and citationsContent marketingSocial mediaReviews management
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Website Checklist
Mobile usabilityWebsite technologyContentDesign
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Analytics Checklist
Individual channel reports
Holistic website production
Tie all data together with one comprehensive report
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Media Advertising Checklist
Paid searchBehavioral adsTravel media adsDisplay adsSocial media ads
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Thank You!
Any additional questions or [email protected]
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