Workshop 2 :Driving business through the internet
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The document outlines strategies for driving business through the internet for tourism, covering key topics such as website optimisation, search engine optimisation (SEO), online distribution, email marketing, and customer relationship management (CRM). It emphasizes the importance of creating unique, engaging experiences for target markets, leveraging visual content like photos and videos, and utilizing platforms like ATDW and TXA for online bookings. Additionally, it discusses analytics and reporting tools necessary for evaluating marketing effectiveness and improving customer engagement.
Workshop 2 :Driving business through the internet
- 1. Workshop 2: Driving Business Through the InternetBlueprint for the Bush (B4B)
- 2. Overview Workshop 2From last workshop – Hosting & SEO BasicsTourism and Consumer Behaviour TrendsTarget Markets - Experiential MarketingWebsite Optimisation – Photos and VideoSearch Engine OptimisationPay Per Click/Action CampaignsOnline Distribution/Booking
- 3. Overview Workshop 2ATDW and Tourism ExchangeEmail MarketingCustomer Relationship ManagementAnalytics and Reporting
- 4. Domain NamesDomain name is the address used to find your site on the internetEast to recognise, not too lengthy and meaningful to the target marketReflect brand namecom.au or comUse alternatives if name taken
- 6. HostingAll sites must be hosted on a web serverKey generating regions determine where to host – AustraliaDisk spaceMonthly trafficNumber of domainsEmail FeaturesSite publishingSupport
- 8. Search Engine Optimisation (SEO): The Basicshttp://hosting.webcity.com.au/hosting-starter.phpwww.digitalpacific.com.au/hosting/sitebuilderwww.redalto.com.au/web-design.html
- 9. SEO – The BasicsThe process of designing and updating a Web site such that it is likely to show up in organic listings for relevant user queries on popular search engines like Google, Yahoo and MSN.Keywords, page titles, contenthttps://adwords.google.com/select/KeywordToolExternal
- 10. Future Tourism Trends and IssuesUNWTO – trends towards cultural holidaysIncreasing ethical scrutinyAgeing populationMove to mini breaksDeath of distance – localised travelGrowth in numbers – emerging middle class in China and India
- 11. Consumer BehaviourRe-localisationTechnologySocial ShoppingSpeed and simplicityChanges in household compositionBrand promiscuityRise of intangiblesConsumer identities and experiencesEnvironmental concernsSelf improvement
- 12. Target MarketsDomestic leisure tourists who prefer touring and do more on their travels – nature – outdoors - fishing – exploring – adventure etc. – travel as couples or small groups – and they research on-lineInternational leisure tourists (NZ or EU, USA) who are interested in niche segments – history – culture –nature – and want the Australian experience - usually self drive or tour groups – and they research on-line.
- 13. Experiential MarketingGlobal Experience Seeker:Unique, authentic experiencesAware of what destination has to offer – less receptive to NTO promotionsOff the beaten track – experience lifestyles (destinations not necessarily on set tourism routes)Self discovery and educationDrawn to destinations yet to be discoveredExperience led campaigns attract these customers
- 14. Experiential Target MarketSpend money to ‘experience’ life's offeringsLook for a variety of experiencesHave a high net worthWill spend moreAre well educatedAre prolific internet users
- 15. The seven key Australian ExperiencesAboriginal CultureNature in AustraliaOutback AustraliaAussie Coastal LifestyleFood and WineAustralian Major CitiesAustralian Journeys
- 16. Implications for CooktownPromote as unique and experiential (vs. observational) – promote USPUtilise web media, WOM and brochures to connect Deliver more than photo opportunities – engaging experiencesMaximise the locationAllie with competitors (bundling)Back stage experiences
- 17. Implications for CooktownMake sure the language in promotional activities reflect and sell the overall experience, not just a product – utilise style that is informal, relaxed, genuine and conversational in tone – emotive verbs and sensory adjectives
- 18. Resourceshttp://faculty.rcoe.appstate.edu/smithtw/Craft_Minilessons/RE_3150_f02/Melissa_Craft.htm
- 19. Overview: Website OptimisationVisual design (consumer behaviour)ContentConsistencyUsabilityVisibilityEvaluationUpdating – current contentBasic SEO
- 20. Use of PhotosImages first item people see when visiting websiteWeb is a visual medium - rich descriptions provide customers with context – read only 12% of what is writtenUse photos to set the scene and tell the storyExperiential basedEvoke emotionsHigh/Med resolution Jpeg fileshttp://www.images.australia.com/
- 21. Using Photos to Generate ConversationsFormat for the WebRename your photo files Make your photo titles meaningful Enter rich descriptions Include your brand whenever possible Tag your photos with relevant keywords Link to your photos www.flickr.com
- 22. Making Photos Part of Your Tourism BusinessIncrease the likelihood that your photos and pictures will benefit your brand on-line and potentially drive more traffic to your website. Terms and conditions of photo release - customersGood quality camera and familiarisationEncourage multitude of photos – before, during and afterAt end of day downloadUpload the photos as soon as possible to a photo sharing website like Flickr.comSend an email to all the customers who went on the trip to let them know that the photos are available for viewing. Make it easy for your customers to share the photos.
- 23. Use of VideosShould aim to convert online visitors into guestsEvoke an emotive storyAllow user to identify themselves with what they are watchingSame principles as photosMore engaging‘Home made’ or professional - technology
- 24. Use of VideosFocus on people Keep the videos shortSkip the fancy title screen Upload Videos to Web A.S.A.PTitles - from 75 to 120 characters. Description – 200 characters - descriptions should be detailed, utilising keywords - include the http:// as many video hosting sites will automatically convert the URL into a link. Tags: Again, be as detailed as possible utilizing top keyword phrases. You also need to include your brand, city, and topics.
- 26. CMSMakes it easier for people to create, edit and publish content on a website. Historically, website publishing has required significant technical skills (HTML, programming). A good CMS allows non-technical authors and editors to easily and quickly publish their content.A CMS makes it easier for you to manage who creates, edits and publishes content. Because it establishes defined publishing processes, you can allocate specific publishing rights to various individuals.
- 28. SEOFind matching documents and display them according to relevanceFrequent updates to documents searched and ranking algorithmStrive to produce “better”, more relevant results than competitors
- 29. SEO
- 30. SEO: KeywordsConsider:Traffic – How often do people search using the keyword?Competition – How many other sites appear with this keyword?Relevancy – Is this the keyword people will use when searching for this product or service?
- 31. Meta TagsEssential when search engines could not access contentNow meta keywords have been made somewhat obsoleteNot utilised by Google to rank pages and sites
- 32. Submitting to Search Engineswww.google.com/addurlhttp://siteexplorer.search.yahoo.com/submitwww.bing.com/docs/submit.aspx
- 33. SEO: Article WritingOne of the most effective ways of improving your search engine rankings is through writing and submitting articles.Write an article about something related to the subject of your websiteFor every article directory that publishes your article you'll get a link to your website - other websites might 'pick-up' your article to publish on their own website - meaning you get even more links
- 34. SEO: Article WritingSo effective because each article is published on its own unique webpage, meaning your link might be the only external link on that page, which gives your link full 'strength‘Also, on topic directly related to your company and its offerings
- 35. SEO: Article Writing Ezine Article - www.ezinearticles.comGoArticles - www.goarticles.comArticles Base - www.articlesbase.com
- 36. Link Buildingwww.yahoo.comlinkdomain:www.name of your siteClick web searchCheck competitors linksGoogle business name and send link requestPageRankhttp://www.prchecker.info/check_page_rank.phphyperlinks
- 37. Link BuildingGet published on other websites (blogs)Photo and video submissionsGuest writingComments of posts/blogsDMOZ directoryhttp://www.dmoz.org/
- 38. Cooktown: Cooperative Link BuildingCreate a Cooktown link building strategyBundling (to create USP and SEO)Cooperative approach utilising links and hyperlinksImproves SEO of region and individual business
- 39. PPC – How it WorksPPC ads appear as “sponsored listings”Companies bid on price they are willing to pay “per click”Typically have very good tracking tools and statisticsAbility to control ad textCan set budgets and spending limitsGoogle AdWords and Overture are the two leaders
- 40. PPC – How it Works
- 41. PPC vs. Organic SEO
- 42. PPC – Content StrategyOne of the most important factors of a successful PPC campaign is writing successful ad copy. Using Keywords in your HeadlinesCall to action: Promotions and sales capture people's attentionQualifications and GuaranteesTake them to a relevant landing page that contains rich content, including the searchers query and elements of the ad copy
- 43. PPC – Content StrategyThe role of PPC advertising is to drive traffic to your site, not to convert your visitors into buyers. That's the role of your Web site.Landing PagesCPA (cost per action)
- 44. PPC – Set Up AccountsGoogle AdWords Overture
- 45. Online BookingOver 60% of tourists book onlineEssential component of web strategyImprove the value chain (intermediaries)Costs (licensing, installation & training, support)Is it suitable with current software (3rd party applications)Tourism E-Kit Provides overview and costs of all main systems
- 46. Online DistributionA channel is simply a mechanism by which your product reaches the consumerConsumers are able to:See the real-time availability of the productBook online directly on the distributor websiteAllotments vs. real time inventoryPayment methodsCommission
- 47. ATDWNational database of tourism products and destinations so that they can be published, promoted and sold through multiple websites and other digital media. ATDW distributors may also sell the tourism suppliers’ inventory (rooms, tours, events, and attractions) online using ATDW’s inclusive booking platform, the Tourism Exchange Australia (TXA)
- 48. Benefits of ATDWSimple listing submission through your state government tourism office. One listing submission is delivered to hundreds of tourism websites and other digital channels. International exposure. Drives supplier marketing costs down. Millions of web pages are viewed per month
- 49. ADTW ProcessContact the ATDW representative at your state tourism office to organise for your product to be listed on the ATDW database so that it can be published on ATDW’s distributor websites. Costs vary depending on which state or territory you are based – average AUD100.00 per year
- 50. ADTW Process
- 51. Tourism ExchangeThe TXA allows multiple booking systems to connect at the same time and sell your inventory (rooms, tours, events, attractions) instantly online through ATDW’s many distributors. This gives you, the opportunity to sell your rooms, tours, events or attractions online through several websites with little effort and without the trouble of phone call or email bookings. The TXA looks after the transactions for you while bookings are being made through multiple websites.
- 54. Tourism Exchange - BenefitsAbility to select the distributors you wish to book your productStop participating (opt out) at any timeCustomise your rates for different distributorsIncrease the exposure of your products in new marketsReceive money immediately upon booking into your nominated bank accountAlways remain in control of your own inventory
- 55. Email Marketing - Strategies
- 56. Email Marketing - StrategiesGive your newsletter a personality and a unique voice. Let your reader feel there is a human behind the email. Provide educational content, testimonials, and stories. Research proved they are very successful in newsletters. Use colours, brand your newsletter with your logo. No ad copy
- 57. Email Marketing - StrategiesUse headings to keep the reader focused Links and calling out areas that are clickableLanding PageViral opportunities
- 58. Email Marketing - Strategies When preparing your email-marketing calendar, there are a few things to consider: Internal and External EventsIndustry Events Seasonality Customer Activities
- 59. Who to EmailOwner opted in from your site (newsletter subscription). Owner purchased from you within 2 years Owner handed you their business card knowing you would contact them. Owner completed an offline form and indicated they wanted to be emailed.
- 61. CRM:Customer relationship management (CRM) is all about managing the relationships you have with your current – and future – customers. CRM combines business processes, people, and technology together to achieve one goal: obtaining and keeping customers satisfied. This strategy helps you learn more about your clients and their behaviour so that you can develop strong, enduring relationships that will benefit both you and your clients.
- 62. CRM: StrategyA successful CRM strategy is built by addressing three fundamental concerns:Understand who your customers are.Understand how both parties derive value from the relationshipBuild processes and systems to remove blockages.
- 63. Practical: Online CRM Packagehttp://www.freecrm.com/http://www.bizroof.com/
- 64. Analytics and ReportingEvaluating marketing efforts is essentialTracking code on your site differentiates sources of traffic and visitor behaviour. Page Views: The number of pages viewed is the basis of analytics and site traffic.Unique Page Views: A filtered view based on the number of pages a visitor views without the duplication of double visits to various pages.
- 65. Analytics and ReportingFrequently Visited Pages: The popularity and number of pages can show what content brings in long tail traffic and other insightful facts.Visitors: The start of all in-depth analytics. Hits are a misleading measure. Hits are the number of requests that your browser makes to a website server in order to display one or more pages.
- 66. Google AnalyticsGoogle Analytics is a free website statistics program provided by Google. It is an essential tool for website owners to understand how visitors access and interact with your website. It provides easy-to-understand graphs and analytics information about your website traffic, enabling you to monitor and refine the information on your website.www.google.com/analytics