8 Things in Internet Marketing You Must Do
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Transcript of 8 Things in Internet Marketing You Must Do
8 Things You Must Do In Internet
Marketing
Critical Path To Conversion
Manage The Funnel
Engagement Rate
ConversionRate
Manage The Funnel
Almost All Already Know You:
Branded Keywords +Direct +Email +Leads
Convert The Convered
1. Identify which ones are in the market this year:Email: "Coming To Durango?"Facebook: Opt-In For 2012 Specials
2. Strike During the Planning Time:Email: "Get The Most Out Of 2012"Facebook: Show Specials
What To Do With Them:● Must email them at least 1 time every 4 months● Make repeats easy: Points Program
1. Own Your People
More Engaging
Manage The Funnel
Engagement Rate
ConversionRate
Segment And Narrowcast The Conversation● Pinpoint Actionable Feedback● What do you ask on the phone?● If you knew _____, what would you do differently?● When do they plan? ● When do they buy?● Stop asking how they found you and other 'nice to know'
Segments:● Location: In-State vs. Out-of-State● Time Of Year: Planning vs. Buying● Source: 'durango family vacation' vs. email vs. Leads
2. Know Your People
2. Know Your People
6. Know Your Audience
3. Have A Conversation
3. Have A Conversation
More Conversions
Manage The Funnel
Engagement Rate
ConversionRate
Create More Soft Conversion Points with a Reason● Sweepstakes● Facebook (with caution)● Build Your Own Trip● Get A Quote● Send To A Friend● Have Us Call You● Talk To A Guide● Call Now● Have Questions● Get deals on Facebook● Get a free picture● Not Deals
4. Expand Conversion Points
Move All Soft Conversion Points
behind Primary Conversion
5. Optimize Conversion
Remove any non-conversion piece behind conversion pages
5. Optimize Conversion
5. Optimize Conversion
5. Optimize Conversion
6. Stop Anti-Social Social
6. Stop Anti-Social Social
1. Find all Leads that contacted you in the last week1. Contact Forms2. Open reservations3. Phone calls4. Lead programs5. Deals6. Other Opt-Ins and Soft Conversions
2. Remove anyone who made a Reservation3. Ask for the Reservation
"Hello, We saw that you _____, but we don't have you booked. May is filling up. Can we suggest _____ ...
7. Focus On The 72 Hour Window
Email still Converts more than anything. Still.
Example Content Calendar:1. Segment by in-state, out-of-state
1. In-State gets greater frequency2. Out-Of-State gets a reason to come
2. Coordinate Message with Social, and Partners 3. Post It4. Write It - Stage the following emails to reinforce5. Send It - in season it should just the release button
8. Email To A Content Calendar
Are you really so busy handling Onesies and Twosies that you can't address the 350,000 people who Like www.Facebook.com/VisitColorado?
Are you really so busy handling today that you can't send a proper email tomorrow?
9. Don't Be Too Busy To Be Smart
Manage The Funnel
Engagement Rate
ConversionRate
1. Own Your People2. Know Your People3. Have A Conversation4. Increase Conversion Options5. Optimize Conversion Points6. Stop Anti-Social Social7. Focus On The 72 Hour Window8. Use Content Calendars9. Stop Being Too Busy To Be Smart
Review
And Now
Kory SamsonGateway Reservations
Destination Marketing And The Conversion Challenge