Learn what it takes to have an awesome website and develop a digital plan for all of your online activities that actually works. We have put together a precise list of actionable tasks and tools you can use to power through your online marketing efforts.
The workshop presentation slides cover:
- 3 factors that determine if your website will succeed or fail
- How to create a digital plan
- Tools and resources to monitor your online activities
- SEO essentials
- and much much more
2. What will you learn
1. Why do I need to review my site?
2. What makes an effective website?
3. What is a digital plan and why get
one?
4. How to create a digital plan?
5. How to implement your digital
27. How Much is a Google Top Spot Worth?
Moving up to
the top spot in
Google from
second or third
could triple
visits to your
website!
Image: Flickr/ Aussie money notes/ vagawi
28. Calculating Keyword Profit
Monthly searches for “Snowy mountains accommodation” 1000
No. 1 ranking will send ~ 36% of searches 36 % of 1000 = 360
Assume 30% of visitors bounce away 360 – 30% = 252
15% of visitors turn into an enquiry 15% of 252 = 37.8
50% of enquiries turn into a booking 50% of 37.8 = 18.9
Profit per booking is $100 $100 x 18.9ppl = $1890
“Snowy mountains accommodation” is worth $1850 per month
29. Don’t you wish you had one of these...
SEO ALERT!
Poor Keyword choice
Your are missing out of 567
targeted visitors!
Route recalculation...
Well guess what...
33. REACH
Build awareness of your business and
services via offline and online media
Image: flickr/Reach Out/stuardpilbrow
34. ACT
Entice and encourage action to be taken, getting
visitors to take one step closer to a purchase
image: flickr / professional disagreement / pasukaru76
35. CONVERT
Encourage and drive visitors and contacts to
make a purchase or booking
image: dailytelegraph / 910904-australia-economy-bank-rate-forex
36. ENGAGE
Build customer and fan relationships with ongoing
contact to encourage repeat visits and sales
Image: flickr/Campfire on Kaamanen road/wili_hybrid
40. 1. What do you like?
2. What don’t you like?
3. What new features would you like?
4. What is currently negatively impacting
your business?
image: Flickr / superdeluxesam / compass
41. WHO IS YOUR
AUDIENCE?
image:flickr-thomashawk-6041131569.jpg
flickr / 6041131569 / thomashawk
42. Know your audience
WHAT WHO
Charles the Competitive Helen the Humanistic
WHY HOW
Sally the Spontaneous Matt the Methodical
44. Shows which sites are linking to your site
Discover links that are pointing to old or
broken pages
Research your competitors and see who is
linking to them
45. Check to see if your desired username is
available on dozens of social networks
46. OBJECTIVES
image: flickr / soccer goal / dave dugdale
65. What is content marketing?
A. Educational, informative content to attract attention and build a
solid reputation with potential customers
B. Great content and quality information to market a product or service
C. Use of valuable content to generate revenue for your business
D. All of the above
66. E.G. 5 ways to travel like a local
Image: www.lostgirlsworld.com/2010/12/travel-like-a-local/
67. Words tell Emotions sell
image: flickr / sequio similing at this mom/ seandreilinger
68. Swapping words with emotions
Extract from Maria Veloso's "Web Copy That Sells"
69. GREAT CONTENT
Provides
credibility
Achieves desired
Is actionable
outcomes
Begs to be
Is shared
Shared
70. WHO SHOULD WRITE THE
CONTENT?
I will write it I will hire a
myself! professional!
88. Conversion Rate Optimisation
100’s of elements make up CRO
– Placement of buttons
– Colours and imagery
– Size of calls to action
– Simple tone of words
– Text vs. image vs. diagram
89.
90. Nearly 150 test Case Studies, featuring Web,
email and even direct postal mail tests from
the US and Europe
New case studies added every week
93. Which Facebook Ad Got a Huge Lift in Click Through Rate?
A B
(Different Headlines & Copy)
whichtestwon.com
94. Version B lifted the click through rate by 2,666%
Active headline
B
Clear benefits
Call to action
Version A’s copy defined what the program is, not what the program does.
whichtestwon.com
95. Which image increased free account sign ups?
A B
Different person – Male & Female
whichtestwon.com
96. Version A had a 36% increase in sign ups
whichtestwon.com
97. Users match your target demographics
Watch screen activity and listen to the users' voices
Ask users follow-up questions
Download videos to MPEG-4, WMV, and QuickTime
108. 1. Collect contact details of your guests
2. Segment them into:
• Location
• Time of year they stayed
• Interests
3. Send email updates containing:
• Special offers
• Latest news
• Return visit specials/ packages
• Testimonials
• Social Media details
MailChimp.com
116. • An effective website is made up of a number of
factors:
– Amount of people, convert, value
– Mobile friendly, engaging, search engine friendly
• Create a digital plan – assess your current position
and where you want to be
• Build out your RACE tactics
• Monitor and Refine what you have put in place
According to the 2010 Tourism Operators Online Capabilities Benchmark report which surveyed 2,003 tourism business 84% of you have an online presence and 71% have your own websiteTypical responses we get are “we’ll our website, distribution sites and the yellow pages (surprisingly)” How about Facebook? “Not really.”
Travel content is information that excites, transports, and guides people, but as publishers and travel brands understand, context is everything. “There are opportunities to engage consumers in transit—what we call ‘transumers’—throughout the journey cycle,” says Basu. “The challenge is to strike a balance between too little or too much content—and to be relevant and useful at all times.”ref:http://www.spafax.com/blog/travel-and-content-marketing-spafax-media-at-center-of-growing-trend
The amount of visitors your website can attract from your online marketing activities
How much value the website can generate from it’s customers
If you can improve in any one of these 3 areas your site will be more successful, but the real power comes when you improve in each of the areas simultaneously.
In fact, based on the rate of adoption, it is projected that the number of users accessing the Web via mobile devices will exceed desktop devices by 2014.eMarketer, the value of mobile transactions will reach close to 1 trillion dollars by 2014. If you are running on Wordpress thenplugin like WPTouch can allow you to convert serve up a mobile optimised website very easily
90% of you are aware of social networks75% of online videos26% of you have links to social networking sites
Regardless of whether you have an existing business website or are in the middle of planning a new venture the online marketing playing field moves very fast and it’s worth pausing for a moment to regroup and plan your next move. Typically most businesses are keen to jump straight into tactics such as SEO, AdWords, Facebook or a content strategy but in most cases you need to get the basics down on paper for this to be executed successfully. The next 4 sections will help you do that.
What do you like about your website?What don’t you like?What new features would you like? What is negatively impacting your business?http://www.flickr.com/photos/superdeluxesam/5142923147/
How do they find you?- google, wom, sm, online, referralsWhat is their demographic?What are they searching for?- keywordsWhat are their interests?http://www.flickr.com/photos/thomashawk/6041131569/
When we developed our smart tourism website we did lots of research into personality types and how they browse websites. There are 4 major personality types: Charles the Competitive who likes looking for the best deal and compares you to the competition Helen the humanistic. She needs to find a face behind the name and a story of how it became Sally the spontaneous who love specials and added extras such as limited time offer And Matt the methodical. He wants bullet points and information on how to book quickly and how to get there.The point is, we are all different and respond differently in the real world and online. Think about your audience, the average age, sex and what will appeal to them. Try to use a mixture of media, images, text and video . Most importantly discuss with your web developer, designer and content writer to ensure they take these personalities into consideration.
What tools are they using?Who are your online competitorsWho are your offline competitorsWhat are they doing that you’re not – website, social media, content strategy etcHow well are they ranking for profitable keywordsHow many links of they have to their siteWhat are the differences between their services and yours
Open site explorer can help you benchmark you website against other competitors who may be outranking you for competitive keywords
Have they changed since last time? (SMART goals) Specific, Measurable,Attainable, Realistic, TimelyWhat conversion rate for you want from your siteHow many visitors do you want viewing your site each day/week/monthWhat growth do you plan for your site and when (i.e. Content strategy, 1 post a week)How many keywords do you want to rank for, at what level and by whenWould you like to set up social media, how many likers/ followers etc, by whenhttp://www.flickr.com/photos/hikingartist/4789352849/
bounce rateTime on a page Pages viewedGoals/conversionstraffic numberstraffic locationReferring trafficTop keywords
ask in personask in booking formask on phone
facebook fans and likeshttp://www.waterandstone.com/images/facebook-insights.jpgtwitter followers and retweetslinks clickedhttp://tctechcrunch.files.wordpress.com/2009/11/Screen-shot-2009-11-13-at-1.29.46-PM-630x465.png?w=630&h=465
how will you communicate this?
How do you prove/ position yourself to prove your USPCreate a ‘voice’ for your companyThink of the last coffee shop you went toWhat kind of feelings/emotions did it evoke?Was there a certain sense of style?Vintage? Modern? Cheap?
Why are your customerscoming? – skiing, trout fishing, hiking, romantic getaway etc. They may be staying because you have a golf course down the road which may not even be mentioned on your website.
CLICK for Attract bubble CLICK Again for smaller bubbles (repeat for convert and relate) OpportunitiesDiving into online marketing with no direction can also be a disaster. Fundamentally understanding the building blocks that feed each potential marketing channel is critical to developing a robust strategy.
90% of you are aware of social networks75% of online videos26% of you have links to social networking sites
Written content that draws attention – the opposite of the billboard. Look into social networks? Website articles?Being able to bookmark and share it.
You need to provide interesting, enjoyable and relevant information and activities which connect emotionally with visitors
Now that you have ideas for your content, someone needs to write it.You have threeways of going about it:Write it yourselfHire a professionalGuest writers – experts in the field
How are you going to plan for the long term? - how often will you update your content marketing schedule - how will you manage a change of staff/ resources - how will you come up with and collect new topic ideas (read other content on a similar topic etc)
Publish content that can be shared across social media platforms to keep your contacts engaged and interested in what you have to say
800 million users, it would appear the world is obsessed with Facebook. Who has a Facebook Page for their business?Benefit 1: BRANDING: Facebook is great for creating your bran and instilling it into people’s ideas about you. Creating a brand allows you to be more recognisable in the heavily occupied business world so it is important to be able to stand out.Benefit 2: CUSTOMER ENGAGEMENT: Entice, engage and invite customers to your business with a variety of marketing initiatives—promotions, contests, events, sales, special offers—which can all be advertised on your Facebook page.Benefit 3: DRIVE WEB TRAFFIC: By including a link to your website on your Facebook page you are encouraging fans, friends or interested parties to visit your website, therefore increasing your web traffic—remember the more people to your website the better.Benefit 4: REPUTATION MANAGEMENT: Having a Facebook account not only allows you to “speak directly” to your customers but it also allows you to see what they think of you, your business and may offer suggestions for improvement.Benefit 5: ACQUISITION OF NEW CUSTOMERS: Find consumers who you may never have had contact with previously. Facebook has the ability to open up a new world of customers to you.Benefit 6: GENERATION OF BUSINESS LEADS: Not only will Facebook expose you to new customers and clients but also possible business leads. Review others profiles and find out if they’re the right people to target for future business leads. Open your business world up to the possibilities of Facebook.Benefit 7: CLIENT/CUSTOMER RETENTION: Facebook allows you another avenue to connect with your clients and customers and when they feel appreciated their more likely to stay a client or customer. Increase customer retention rates by listening to what your clients and customers want – Facebook is a great interface for conversation.Benefit 8: ACCESS TO SOCIAL NETWORKING: In today’s world if you’re not ‘on-line’ then you’re seriously lacking the cool factor. Most people, when they want information, head straight for the internet. And with the increasing popularity of Facebook people now head straight to Facebook if they want to know more about a person or business. You never know who is using Facebook and with the boom in social marketing your networking possibilities are endless.Benefit 9: VIRAL MARKETING: Viral marketing is word of mouth on warp speed. Take advantage of this latest marketing tool and get your name out there fast and to lots of people. Create an excitement about your products or services that will result in people not being able to resist wanting to be your Facebook friend.Benefit 12: BUSINESS HUMANISATION: Put a face, or many faces, to your business. This will allow your current and future customers to see you and know exactly who they’re talking to when they are dealing with you. Placing photos of company events, employees performing their jobs or happy customer pics will humanise your business to those looking for your goods or services.Benefit 13: TARGETED ADVERTISING OPTION: Facebook also has an option for businesses who want to reach an exact audience and connect with real people. Facebook advertising is a newer element to Facebook and is a paid service which is quick and easy, targeted to your exact demographic and tracked so you can see the results.Benefit 14: SOLID USER FOCUSSED COMPANY: Although Facebook has only been around since 2004 its growth in popularity is unlike anything before it. From having 1 million users in December 2004 to today having over 400 million users is phenomenal and something that your business should be a part of.Benefit 15: LET YOUR FRIENDS KNOW THEY’RE SPECIAL: Showing your friends that they’re special to you will benefit your business in a multitude of ways. You can do this with regular updates on new products and services; Special offers for your Facebook friends; Running competitions for your Facebook Friends; and creating a conversation where people feel comfortable to contribute. These will all let them know you are aware of them and appreciate their support.
Whispering secrets/ CameroMadduxnRecent studies have shown that over 68% of people that have become a Fan of a page say that they are VERY likely to recommend that product to another person. That means that word of mouth is about 68% more likely to positively travel about your business than without social media.
Nike says “Just Do It” but when it comes to Facebook that is not the case...There are 3 types of facebook accounts or “profile” that you can create,Personal – for friendsBusiness – for fans / likersGroups – for those interested in topicDo it the right way and create a business page!
How are you going to publish content? - not all websites are created equal, you need a CMS and blog / technical capabilities - do you have the ability to add and edit content on your site frequently - do you have a tool to help ensure that your content is best optimised and writtenWhy is WordPress Number 1?14.7% of all websites in the world are running WordPressIn the US out of every 100 newly registered domain names, 22 are running WordPress
Using Excel or a page map creator like http://writemaps.com/ to map each keyword phrase to a page
http://creativethirst.com/blog/
Conversion Rate OptimisedBooking buttonsLarge imagesMultiple calls to action..............
This was a great example of how usability can trump marketing.
We think Version B won because of its active headline, clear explanation of the program’s benefits, and “learn more” call-to-action at the end. Version A’s copy defined what the program is, not what the program does.
Facebook e-commerce or f-commerce. Facebook is like a party for many people and who likes being pulled out of a party? Does you booking or tour system integrate with Facebook?
Play Video – Excellent example of user generated content and a potentially missed opportunityexplain how to maximise marketing reach of content assetsContent isn’t king - optimised content is king
When you come across quality user generated content like this have a plan in place to get as much mileage from it as possible.Perform some keyword research to see what terms people are searching for that are related to your story and get 1 or more blog article’s written.Then distributeOnce you have a plan you can reuse it for each new story
- Having a blog has become a standard for websites and companies.- Blogs allow you or your company to connect with your employees, clients, and friends and the broader internet community. - Blogs help keep you in the search engines’ sights.- Blog goals can range from basic communication to monetization.
Explain real life story of sky diving e-courseSarah’s example of taking 3 months to get to their email
bounce rategoalstraffic numberstraffic location
With 800 Million + users the Viral effect is in full swing..Traditionally a message travelled from you, to one person, then from them to another, to another then if you were lucky maybe on to anotherWith the Viral Effect your message travels you, to another, to their group of friends and to all of their groups of friends... Before you know it you have reached a wall of people.
Explain the options and play video example of a live site being tested
rankingschangeslinks
Sales Force AutomationAutomate sales process and close more dealsCustomize & share sales reports and dashboardsForecast revenue for the upcoming fiscal quartersCustomization & SecurityCustomize Zoho CRM to suit your business needsControl data access with Enterprise-grade securitySet up multi-level organizational hierarchyFull-fledged CRM with EmailSend & receive emails without leaving Zoho CRMShare selected customer emails with colleaguesIntegrate with Gmail, Yahoo, Hotmail etc.Collaboration with Google AppsContextually integrate Gmail with your Zoho CRMPublish Web Forms from CRM to Google SitesExport events from CRM to Google CalendarZoho CRM for iPhoneGet instant access to address book on the goManage CRM records in the airplane modeLocate customer address on Google Mapsrankingschangeslinks
Ok that’s the end of Phase 4. Can I ask everyone to spend 5 mins and total up each column into the Section totals then summarise any high and medium priority tasks. Then calculate your final totals from each phase and identify the 3 items you plan to implement.