2013 ARVC Presentation

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John Barron

Here is a pdf of my presentation for the Florida Association of RV Parks & Campgrounds 2013 Conference.

Tecnología Noticias y política

How Do I Spend My
Time Marketing Online
SEO, PPC, Email and Social Media
by John Barron, GravityFree

What Do People Do
Online?
• Talk, Consume, Search
• Talk on social sites,
email, instant msg.,
games (1/3)
• Consume Content
like news, video, (1/2)
• Search on Google,
portals, classiﬁeds
(1/6)

What Has Changed?
• Emergence of mobile
• Continued social growth
• More complicated
search environment
• Why bother with all
this?

Mobile: Beam Me Up
• Ease of access
• Dramatic increase in
usage (tablet,
smartphone)
• Different physical
approach to data (swipe/
voice)
• Location targeting

Social: Let’s Talk
• New players (Pinterest,
Instagram)
• More of online time
consumed
• Maturity of Facebook
• Video as content

What The Heck,
Google?
• Social indicators rise
(tweets, shares, likes,
etc.)
• Google+ is a zombie
• Importance of Local/
Reviews

Why Bother?
• Everyone gets their info
online
• Even those who rely on
“word of mouth” will go
to digital sources for
additional sources
• It’s measurable!

This Is Not Your
Father’s SEO
• Links, page titles, keyword still important
• Get your social on
• Get Google+ page for business as well as
other sites (yelp, trip advisor, yahoo, Bing)
http://bit.ly/10IbtSy (case matters)
• Ask for reviews
• Blog and share it

PPC: Being Paid For
Doesn’t Make It Evil
• Same concept, but better targeting (region,
time of day, competitor sites, messaging)
• Remarketing is extremely effective (http://
bit.ly/12xTSzX)
• Do you have a mobile site? If not, maybe
you shouldn't point ads to your site
• Set Analytics Goals or track phone
numbers (or promo codes)

Email:We Still Get
Those?
• Put something in of value (promos,
information, guest features)
• Make sensible choices about whom you
contact (travel time, travel frequency)
• Work to get email any time you speak to
someone (“Would you like to join our list
to receive news and promotions?)
• Don't forget transactional emails

Social Media: More than
just Facebook
• Consider Pinterest (corporate page), what
would people search for?
• Twitter has more power than you know
• If you post on FB, also post on Google+
• Topics for FB/Twitter/Google+: Polls,Trivia
Questions, Mini-Contests, important
articles, photos

Where Should I
Dedicate My Time
• Blog at least once a month, better every
couple of weeks (put link on twitter, FB and
Google+)
• Post on FB/Twitter/Google+ at least every
week
• Create Pinterest boards every other
month to every month (what are people
looking for) especially for links

Where Should I
Dedicate My Time (cont)
• Check Google Analytics weekly to see how
PPC trafﬁc is behaving, adjust bids for best/
worst keywords
• Make sure you have links to social sites/
blog on your website/email
• Make sure you have unique keywords in
page titles

Where Should I
Dedicate My Time (cont)
• Advertise on FB for fans, but only as a
campaign, not ongoing
• Consider Foursquare coupons
• Do video
• Email once a month or more

WhereYou Can Find
Out More
• facebook.com/jfbppc
• twitter: @jbster13
• slideshare.net/
JohnBarron1

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2013 ARVC Presentation

1. How Do I Spend My Time Marketing Online SEO, PPC, Email and Social Media by John Barron, GravityFree

2. What Do People Do Online? • Talk, Consume, Search • Talk on social sites, email, instant msg., games (1/3) • Consume Content like news, video, (1/2) • Search on Google, portals, classiﬁeds (1/6)

3. What Has Changed? • Emergence of mobile • Continued social growth • More complicated search environment • Why bother with all this?

4. Mobile: Beam Me Up • Ease of access • Dramatic increase in usage (tablet, smartphone) • Different physical approach to data (swipe/ voice) • Location targeting

5. Social: Let’s Talk • New players (Pinterest, Instagram) • More of online time consumed • Maturity of Facebook • Video as content

6. What The Heck, Google? • Social indicators rise (tweets, shares, likes, etc.) • Google+ is a zombie • Importance of Local/ Reviews

7. Why Bother? • Everyone gets their info online • Even those who rely on “word of mouth” will go to digital sources for additional sources • It’s measurable!

8. This Is Not Your Father’s SEO • Links, page titles, keyword still important • Get your social on • Get Google+ page for business as well as other sites (yelp, trip advisor, yahoo, Bing) http://bit.ly/10IbtSy (case matters) • Ask for reviews • Blog and share it

10.

11. PPC: Being Paid For Doesn’t Make It Evil • Same concept, but better targeting (region, time of day, competitor sites, messaging) • Remarketing is extremely effective (http:// bit.ly/12xTSzX) • Do you have a mobile site? If not, maybe you shouldn't point ads to your site • Set Analytics Goals or track phone numbers (or promo codes)

12.

13.

14. Email:We Still Get Those? • Put something in of value (promos, information, guest features) • Make sensible choices about whom you contact (travel time, travel frequency) • Work to get email any time you speak to someone (“Would you like to join our list to receive news and promotions?) • Don't forget transactional emails

15.

16.

17. Social Media: More than just Facebook • Consider Pinterest (corporate page), what would people search for? • Twitter has more power than you know • If you post on FB, also post on Google+ • Topics for FB/Twitter/Google+: Polls,Trivia Questions, Mini-Contests, important articles, photos

18.

19. Where Should I Dedicate My Time • Blog at least once a month, better every couple of weeks (put link on twitter, FB and Google+) • Post on FB/Twitter/Google+ at least every week • Create Pinterest boards every other month to every month (what are people looking for) especially for links

20. Where Should I Dedicate My Time (cont) • Check Google Analytics weekly to see how PPC trafﬁc is behaving, adjust bids for best/ worst keywords • Make sure you have links to social sites/ blog on your website/email • Make sure you have unique keywords in page titles

21. Where Should I Dedicate My Time (cont) • Advertise on FB for fans, but only as a campaign, not ongoing • Consider Foursquare coupons • Do video • Email once a month or more

22. WhereYou Can Find Out More • facebook.com/jfbppc • twitter: @jbster13 • slideshare.net/ JohnBarron1

2013 ARVC Presentation

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