Tourism Web Marketing 101

@KaGrayKathy Gray

@PolePositionMkg

TOURISM WEB MARKETING: COVERING ALL OF THE BASES

@KaGrayKathy Gray

@PolePositionMkg

HOME BASE: YOUR WEBSITE

TOURISM WEB MARKETING: COVERING ALL THE BASES @PolePositionMkg @KaGray

A Tale of Two Bed & BreakfastsCooperstown, NY


Strike 1: Can the Traveler Find You?HOME BASE: YOUR WEBSITE

SearchedCooperstown

Bed & Breakfast

60% of Leisure Travelers Use Search Engines in Travel PlanningGoogle Travel Research



Google Travel Research 2014

Know How Customers Search For You


Implement Unique Title Tags & Meta Descriptions


Title Tag

Meta Description

Title Tag

Meta Description

Title tags should be no more than 50-55 characters.

Meta description tags should be no more than 150 characters.


Mobile & TourismHOME BASE: YOUR WEBSITE

According to Google Travel research (2014):• 67% of consumers use smartphone during travel process

• Only 23% of travelers who encountered a travel site that wasn’t mobile optimized actually pushed through

• 84% of leisure travelers rely on search engines via smartphones to find local information about activities/excursions in-destination


Strike 2: How Does Your Site Display on Mobile?



Google Mobile Friendly TestHOME BASE: YOUR WEBSITE


Strike 3: Does your website appeal to the traveler?



How to Appeal to the VisitorHOME BASE: YOUR WEBSITE

High-Quality Images Video

Skimmable Text

Easy Navigation

@KaGrayKathy Gray

@PolePositionMkg

FIRST BASE: LOCAL LISTINGS


Ball 1: What’s Your NAP?FIRST BASE: LOCAL LISTINGS & ONLINE REVIEWS

Consistent Across All

Listings

NameAddress

Phone Number


Ball 2: Claim Your Google Local ListingFIRST BASE: LOCAL LISTINGS & ONLINE REVIEWS


Ball 3: Claim Other Local ListingsFIRST BASE: LOCAL LISTINGS & ONLINE REVIEWS

CVB Local Chamber

State Tourism

TripAdvisor Yelp Yellow

Pages

Yahoo Local Bing Local Citysearch


Ball 4: Data AggregatorsFIRST BASE: LOCAL LISTINGS & ONLINE REVIEWS

• Infogroup• Neustar Localeze $$$• Axciom• Factual

@KaGrayKathy Gray

@PolePositionMkg

SECOND BASE: ONLINE REVIEWS


Left Field: Monitor Your ReviewsSECOND BASE: ONLINE REVIEWS

Trip Advisor

Yelp

Google Local

Yahoo Local

Social Media

Urban Spoon


Center Field: Respond to Reviews SECOND BASE: ONLINE REVIEWS


Right Field: Encourage ReviewsSECOND BASE: ONLINE REVIEWS

Email

ReceiptsWebsite Link

Signage

@KaGrayKathy Gray

@PolePositionMkg

THIRD BASE: SOCIAL MEDIA


1st Inning: Your Customers Are There, Are You?THIRD BASE: SOCIAL MEDIA

83% of leisure travelers were inspired to travel by social networking, video or photo sites


2nd Inning: Benefits of Social MediaTHIRD BASE: SOCIAL MEDIA

Branding & Loyalty Reputation

Authority Website Traffic

Search Rankings

Purchasing Decisions

ROI


3rd Inning: Challenges of Social MediaTHIRD BASE: SOCIAL MEDIA

Time

Knowledge

Money


4th Inning: Choose Your Channels WiselyTHIRD BASE: SOCIAL MEDIA


5th Inning: People Expect Real-Time THIRD BASE: SOCIAL MEDIA


6th Inning: People Want to See Your Destination THIRD BASE: SOCIAL MEDIA


7th Inning: Create a Posting ScheduleTHIRD BASE: SOCIAL MEDIA

Monday Tuesday Wednesday Thursday Friday Saturday Sunday

CustomerReview

Event Special #TBT Live Photo CustomerPhotograph

Staff Tip

Behind the Scenes

Customer of the

Week/Month

Trivia On this date…


• How often the user interacts with the user or page• Amount of engagement a post receives overall and

time frame of engagement• How much a user interacts with type of content• Amount of negative feedback post is receiving

8th Inning: Understanding Facebook’s Algorithm

THIRD BASE: SOCIAL MEDIA


9th Inning: Social AdvertisingTHIRD BASE: SOCIAL MEDIA

Other BusinessesInterestsDemographicsEmail ListsWebsite Visitors


Kathy [email protected]

Thank You!

Tourism Web Marketing 101

Marketing

Transcript of Tourism Web Marketing 101