stretch your marketing budget: estc
DESCRIPTION
Learn how to get more value from your marketing by using simple web tools. Interactive session presented at Eco-tourism and Sustainable Tourism Conference, ESTC 2011, Terry Rachwalski CMC Tartan Group PRTRANSCRIPT
Stretching Your Marketing Budget Marketing and PR for Tourism
September 21, 2011
Moderator: Deirdre Campbell, Tartan [email protected] @tartangroup
Panel Members:Vicky Hastings Maxwell PR, Theme: PR, advertising and email marketing
[email protected] @vickyhastings
Andy CrestodinaOrbit Media, Theme: SEO
[email protected] @orbiteer
Terry RachwalskiFront Porch Perspectives, Theme: Social media
[email protected] @consultingmania
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Stretching Your Marketing Budget
1. Panel Discussion• 5-minute introduction
• 5-minute topical presentation from panel members- PR, advertising and email marketing – Vicky- What is SEO and why you should care – Andy- Social media tools, tricks and tips - Terry
2. Small Group Conversations• 3 15-minute roundtable discussions on each theme
• Key learnings
• Take aways
What To Expect
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PR: Spark Interest via Active Language
SEEtheWILD
Swim with turtles and touch a whale on your next vacation. Like us and learn
about eco-friendly adventure travel.
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Ads: Tell Your Story Visually
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Email: Deliver What Consumers Want
Readership Survey •Most want to hear from Astoria more often•52% would like monthly e-news•72% also Like Astoria on Facebook•Discounts are of great interest
Format Changes•Better integration of newsletter and Facebook•Quarterly multi-story newsletter•Monthly event e-blasts•Bi-monthly event planning email
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Search Engine Optimization
• Importance of search engine optimization, definitions
• Keyphrases – search volume, competition
• Writing (on page SEO) – title tags, headers, body text, links, meta
• Linking (off page SEO) – partners, directories, etc.
• Resources–Google AdWords Keyword Tool
–Google Insights
–Open Site Explorer
–Google Analytics
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Keyphrase Research
• Search Volume: How many people are searching for that?
• Competition: How many sites are trying to rank for that?
• Relevance: If a visitor finds me for thatphrase, how happy will they be?
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On-Page SEO: Writing
• Keyphrase Frequency: How often does the phase appear?
• Keyphrase Prominence: How close to the front (or the top)does the phrase appear?
• Location, Location, Location: Title tags, Headers (H1 – H6), body text, Meta tags
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Off-Site SEO: Link Building
• Quality: Some links are worth more that others(PageRank, Domain Authority)
• Targets: Partners, Directories, Association, Guest Blogs, etc.
• Anchor Text: Does the target phrase appear in the link itself?
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Be fearless, get started!
Roll up your sleeves, fail forward
•Find your voice
•Be you
•Be appropriate for media:
Blog vs. twitter vs. Facebook
Find your ROI1.) Integrated communications strategy
2.) Technology is a tool
3.) Step it up into marketing…
Social Media
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Free Tools – is free really free?
•Facebook Free Apps; Promos, Iwipa
•Third party apps: trip advisor, mail chimp
Premium Tools – the tool vs concept1.) Paid vs Free: the learning curve
Wildfire Apps
Involver
North Social
Facebook Enhancements
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Inspire and Reward
Monitoring/community management - free tools •Tweet Reach, Followerwonk•SocialMention.com •Hootsuite
Premium Tools1.) SocialReport.com
2.) Radian 6, Heartbeat
3.) Agency:
Meltwater Buzz,
Brandwatch,
Mediavantage,
MediaMiser
Measure and Optimize
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What did we learn? - PR, advertising and email marketing - Vicky
– What is SEO and why you should care - Andy– Social media tools, tricks and tips - Terry
What are our take aways?
Stretching your marketing budget;
Marketing and PR for Tourism
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