1. May 2012

2.  A wide range of marketing experience in
the room.
(Just hit me up afterwards if you need explanation or expansion on any
particular topic).
 Rob’s Background.

3.  Cut through the noise.
 Empower and inform.
 Share practical ideas on where to start.

4.  True merit wins.
 The web is accessible – you can find out
how to do anything.
 ―Measurability‖ and transparency create
great opportunities for those brave
enough to be wrong!

5.  Know who you’re trying to reach.
 Find out how to get in front of them in
relevant settings.
 Get good at ―conversion‖ of web visitors.

6.  The act of getting someone to the next level
of engagement:
◦ Purchase.
◦ Reservation.
◦ Phone call.
◦ Get directions to your business.
◦ Sign up...
 Critical to measure conversion elements through
Google Analytics (free).
Cont...

7.  Every page on your site should be optimized to be
as persuasive as possible in getting your visitor to
take the next logical step.
◦ Prioritize your visitors.
◦ Consider the context – how did they get there/why are they
there?
◦ Remove any obstacles.
◦ Build the necessary trust and credibility.
◦ Invite the next step with a relevant call to action.
 Small companies can beat large ones in this arena.

8. Trust and Credibility
Clear Call to
Action
Visitor Priorities
VERY Focused!

9. Prioritization of 5
different offers while
streamlining the
selection process.
1
2 3
Trust and Credibility-
building throughout.
4 5
Removal of
obstacles
Call to Action

10. "At first he wasn’t sure how he
could help. But he recalled
something else Obama had said
 The A/B Test to the Googlers: ―I am a big
◦ Easier than ever. believer in reason and facts and
◦ Dramatically powerful. evidence and science and
feedback—everything that
allows you to do what you do.
 Ads That’s what we should be doing
 Landing Pages in our government.‖ And so
Siroker decided he would
 Calls to Action introduce Obama’s campaign to
 Email a crucial technique—almost a
governing ethos—that Google
 You name it! relies on in developing and
refining its products. He showed
them how to A/B test."

11. A
B
C
D
E
F

12.  Knowing your visitors means knowing their next logical step
on your site/page – always invite them to take that step.

13.  Nobody will book with you or visit your location until you’ve
built credibility and trust with them.
 Look & feel, testimonials, photos, reviews are great
―credibility indicators.‖
 Aside from simply getting a customer, folks will actually pay
a premium for a place/service they trust more.

14.  Google Analytics
 Bit.ly
 Facebook

21.  Two types of currency on the web: Cash or
Content.
 The fuel that drives:
◦ Search Engine Optimization (SEO).
◦ Social Media.
◦ Conversion.
◦ Advertising (i.e. Adwords Quality Score).

22.  What works for Tourism?
◦ Events.
◦ Activities
◦ History.
◦ The Region.
◦ Visitors.
◦ Other attractions or operations.
◦ Etc, etc, etc...

24.  People doing or
saying
something they
are proud of will
send people to
see it.
 If tagged, this
can happen
automatically!

25.  Typical user
has well over
150 friends.
 Having 10 photos from an event tagged on
your Facebook page can mean 1500+
impressions to the Friends of your tagged
subjects.

27.  Daily ―what’s up in your neighbourhood‖
posts?
 Creative uploading and/or tagging of
photos?
 Co-operative pages or multi-organization
destination strategies? (i.e. multi-site
contest?).

28.  SEO can be likened to a 3 legged stool (we know
what happens if one of the legs is missing).
These legs are:
1. Site structure and coding.
2. Great, relevant content.
3. Links from related sites.
 While some of the details have changed, this is
a formula that’s always held true.
Cont...

29.  Many see SEO as an awkward, artificial process.
 To succeed in having a site that appeals to both
users and search engines you need to get
beyond that. We advocate that you:
1. Use research to find the actual terms (keywords)
people are using to search for your type of product or
service.
2. Incorporate these keywords into your site copy.
3. Optimize the relevant pages on your site for the
relevant keywords.
 Not so hard, but few people do it well!

30.  At a minimum, get basic Search Engine Optimization in place
to get more visitors.
 Page Titles, Page Descriptions, sufficient text, SEO-friendly
copy.
 Search Engine Optimization Starter Guide - Google
Page Title
Page
Description

31.  Searchers know way less about your business than you do
and may use different language than you do to search for
your type of business.
 Find what language they use and incorporate it on your site.
 https://adwords.google.com/select/KeywordToolExternal
(see next page...)