Post on 21-Dec-2014
description
Brad NickelMarketingInnSites.com
VP of MarketingSeasite.com/Landry & Kling
Web MarketingFundamentals
What was my line?
I used to sell people for a living
Brad Nickel
ConsultantClickbrain.com
VP of MarketingSeasite.com/Landry & Kling
Web MarketingFundamentals
Plant the seeds and give you the tools
Agenda
Marketing How marketing has
changed What it means to you
What is web marketing Overview of types Your web site
Fundamentals SEO SEM Other advertising Social Media
Traditional Marketing is Dead
Customers are on to it
No more stretching the truth…. nowhere to hide
No more throwing things up to see what sticks
Consumers are empowered and expect the truth
You are perfectly positioned
Hallmarks of your service:
RelationshipsServiceShared experiencesFond memories
You are perfectly positioned
The most important component of your business online is your team. You are your brand.“Pat and Ted the owners have become like
family members”
Thank you Pat and Ted for such a wonderful stay at your beautiful bed and breakfast. You both are so welcoming and by the time we left you felt like family.
Pat and Ted could not have done more for us during our stay.
The most wonderful of all though was the friendship we now have with Pat and Ted Dobosz.
Etc., etc., etc.
How?
How do you engage yourguests to help you spread the word?
How do you find and engage potential guests?
Relationships
Who are you as a group?
Numbers from survey
Web Marketing expertise: 2.5 out of 5Social Media expertise: 2.7 out of 10Blogs: 7PPC: 4 / 12Social Media Ads: 4 / 12Most Active: St Francis / Bayfront Marin House
TripAdvisor.com
Who actively works the reviews?
Who is trackingtraffic?
What is Web Marketing?
Driving traffic to a web site and getting visitors to engage
Calls to action Inquire Subscribe Interact and remember Relate their
experience / Refer Reserve/Buy
What is Web Marketing?
This isn’t easy....
… but can/will eventually build great rolling momentum.
What is Web Marketing?
Be prepared to invest time and some money to market your property and yourself on the web
What is Web Marketing?
An opportunity to begin or build a relationship
Don’t rush the “sale”
Build trustOpen Channels to
communicateVerify your
greatness
What is web marketing?
Where to start: Targeting
Who are your customers? Why are they your customers? Why did they pick you? What is your value?
Where do they hangout online and off?
Verticals? History buffs, etc.
Types of web marketing
Search Engine Marketing - SEM (Advertising)
Adwords Other advertising Landing pages
Types of web marketing
Search Engine Optimization - SEO
Types of web marketing
Real world networking
Types of web marketing
Social Media
Types of web marketing
Traditional Marketing to drive traffic
Search Engine Optimization(SEO)
Your Web Site Needs To Campaign For Votes
The more votes you get the higher your sitewill rank on search engines
Search Engine Optimization(SEO)
Votes = Linksfrom other web sites
Search Engine Optimization(SEO)
Content = Your Site’s Campaign Platform
Search Engine Optimization(SEO)
The better yoursite’s platform(content) the more votes(links) you will get and thebetter your ranking will be
Search Engine Optimization(SEO)
When other relevantsites link to your sitethey are “voting”for your site
Search Engine Optimization(SEO)
The more links to your site from other highlyranked sites in your topic area the higheryour rank in thesearch engines
Search Engine Optimization(SEO)
You win the election when Google servesup your addresswhen content on your site matchesa user’s search, because you had more links
SEO - Tactics
High quality relevant links to your site Forum posts 3rd party blogs Comments on other blogs Controversial content Public Relations
Keyword/phrase optimized content
Follow all the rules
SEO - Content, Content, Content
Each page a topicKeyword rich
How to identify (Google tools)
Brainstorm Look at competitors Search how your
customers search Don’t try to go for
common terms Long tail terms Low counts in Google
SEO - Use a Content Management System(CMS)
If you can’t control yoursite, then you can’t controlyour marketing
WordPress Not just for blogging Install (Godaddy) or use WordPress.com
Many others available TypePad Drupal
SEO - Get free content
Directories of contentRSS feedsGuest posts
SEO - Links out = links in
Comments on other blogsBlog networksForum postsWrite free articlesContestsPost to Facebook, LinkedIn, etc. Write articles that get attention
Top 10s Secrets
SEO - Weblogs
Specialized ContentBuild
Separate hosting accounts
Hire Freelance writers
eLance Odesk
Blog specialists Performancing
Silly Rabbit Tricks Are for Kids
Slow and steady equals SEO success
No one can get you top rankings without work and original content, but they can get you banned
Check references of anyone you hire
Search Engine Marketing
Google AdwordsMaximize your
investment Learn Hire(Trada, oDesk, etc.)
The "Others" - Yahoo, MSN(Bing), etc. Cheaper Less competition
Search Engine Marketing
Landing pages canincrease conversions
Search Engine Marketing
Competing Against Each Other
Other Advertising
What other venues are available?
This Changes Everything
This Changes Everything
Blurs the lines between our personal world and business world
More open and honest communicationsSharing everythingLess divisions – more commonality
Go ahead and login
What is Social networking
Conversations
What is Social networking
Connections
What is Social networking
Relationships
What is Social networking
Can you hear me?
“I just posted the coolest link ever to Facebook and none of my friends have “liked it” or commented upon it.” REFRESH
What is Social Networking?
ConnectingConversationsRelationshipsEgo
GeographyBusinessSchoolsHobbiesFamilyAny Interests
What is Social Networking?
Personal
Old friendsSchool matesFamilyNeighborsCivic
Business
PromotionsRecruitingNetworkingReferralsTestimonials
How To Use Social networking
Do you have the time?
What Networks Merit Your Attention?
Semi-closed business focused networkThe Chamber of Commerce onlineWorldwide and localFantastic business resource
FeaturesJob listingsGroupsQ&A / AnswersConnection toolsTargeted advertisingNetwork updatesRecommendations
FeaturesGroups
FeaturesQ&A / Answers
FeaturesRecommendations
FeaturesAdvertising
Value to you?
ReferralsMeetingsReferences RecommendationsNetworking
Semi-closed personal social networkClub, church, community center, bar onlineWorldwide and localFantastic personal
connectionsConnect with only Those you choose
FeaturesComments and likesThe wall
FeaturesPhotos and Videos
FeaturesConnections old and
newImportant discussions
FeaturesProfileGroups/Pages
FeaturesGroups
FeaturesIntegrate your data
and sites
FeaturesAds and pages
FeaturesAds and pages
Getting Likes
Ask for itBribeContestsPartners
Pages – Getting Started
Pages – Getting Started
Ads – Getting Started
Check In
Start a conversation
Get the LikeButton Everywhere
Ask everyone to like you
Remember that likes are referrals – Their friends see it. Ask for them.
Take action while staying with you or at least remind them too.
Remind them to check in with Facebook, Foursquare, etc. – Put up a sign
Post content of value frequently
Examples:Local news and info
Examples:Local news and info
Examples:Humor and
ideas
Examples:Guest photos
Open personal/business social networkBroadcasting and conversationsWorldwide and localSmall bursts of info(140 characters)Follow – SubscribeReal time/live
FeaturesFast communicationsEasy to masterReciprocalEasy to share
How tosConcise communicationsShort URLs
(TinyURL)RelevantUsefulTraffic to your siteUpdate tool for biz
SEO / Social - Self-feeding strategy
Independent accounts
BlogsTwitterFacebook
Blog
Blog
Blog
YourSite
Don’t forget email
NewslettersBlasts – to a listThink about those
verticals
Video
People will clickPost to YouTube and all the social media sites
Detailed keyword Descriptions - SEO
Contests:Best hidden gem, tours, etc.
Calls to action
Determine what you want visitors to do
Build pages and links to get them to take that action Landing pages
Tweak then test again and again
Tracking, tracking, tracking!
Tracking, tracking, tracking!
Time
Allot a set amount of time each day to the tasks
Patience... breeds success. It can take months to see results
Getting Started
Jump right inHave funPlan your strategyPick a few and staySet your goalsEnjoy yourselfKeep it realKeep it freshOpen up or be left behindGive
Great Resources
Send for moreMarketingExperiments.comGoogle’s Webmaster CentralGoogle AnalyticsTools for building,
tracking, and managing your site and clients
WordPress.com