destination marketing webinar search powering your marketing mix
DESCRIPTION
Our first in this series is Search Powering Your Marketing Mix where we will show how search marketing can provide behavioral information on who is searching for lodging, restaurant, attraction and activity information in and around your destination, which messages resonate with them and what factors entice them to become visitors/customers.Armed with this knowledge, destination and regional marketers can create effective messaging to drive consumer actions through all aspects of the marketing mix, both online and traditional channels.In this webinar you will learn:1. How Search & Social Intelligence Research can define your target audience(s) and provide knowledge needed to create an effective overall marketing campaign.2. How to leverage this information across your online and traditional marketing mix.TRANSCRIPT
![Page 1: Destination Marketing Webinar Search Powering Your Marketing Mix](https://reader035.vdocument.in/reader035/viewer/2022062704/55594f7cd8b42a93708b456d/html5/thumbnails/1.jpg)
Destination Marketing Webinar:
Search: Powering Your Marketing Mix
Presented by:
Mike Rosenberg – Vice President New Business & Strategy
EngineWorks, Inc.
www.engineworks.com
![Page 2: Destination Marketing Webinar Search Powering Your Marketing Mix](https://reader035.vdocument.in/reader035/viewer/2022062704/55594f7cd8b42a93708b456d/html5/thumbnails/2.jpg)
Destination Marketing Webinars
•Social Media: Can It Deliver to Your Bottom Line?
April 12th at 10:00am PT
•Live SEO Site Assessments
May 3rd at 10:00am PT
![Page 3: Destination Marketing Webinar Search Powering Your Marketing Mix](https://reader035.vdocument.in/reader035/viewer/2022062704/55594f7cd8b42a93708b456d/html5/thumbnails/3.jpg)
Search: Powering Your Marketing Mix
Knowledge is Power
![Page 4: Destination Marketing Webinar Search Powering Your Marketing Mix](https://reader035.vdocument.in/reader035/viewer/2022062704/55594f7cd8b42a93708b456d/html5/thumbnails/4.jpg)
Powering Your Marketing Mix
• In-depth research and analysis
•How customers seek-out your destination
•Most effective targeting and messaging
• Integrated through all media channels
![Page 5: Destination Marketing Webinar Search Powering Your Marketing Mix](https://reader035.vdocument.in/reader035/viewer/2022062704/55594f7cd8b42a93708b456d/html5/thumbnails/5.jpg)
Search
Social
Content
• Content drives consumers to your destination
• Search addresses strategic focus of your content
• Social ensures your content created is in the right context
Digital Success: Content + Search +Social
![Page 6: Destination Marketing Webinar Search Powering Your Marketing Mix](https://reader035.vdocument.in/reader035/viewer/2022062704/55594f7cd8b42a93708b456d/html5/thumbnails/6.jpg)
Keywords: The Foundation Of SEM
![Page 7: Destination Marketing Webinar Search Powering Your Marketing Mix](https://reader035.vdocument.in/reader035/viewer/2022062704/55594f7cd8b42a93708b456d/html5/thumbnails/7.jpg)
Keyword Research & Analysis
• Search Popularity
• Relevancy
• Competitiveness
![Page 8: Destination Marketing Webinar Search Powering Your Marketing Mix](https://reader035.vdocument.in/reader035/viewer/2022062704/55594f7cd8b42a93708b456d/html5/thumbnails/8.jpg)
Keyword Selection
Vacation
Ski Vacation
Colorado Ski Vacation
Vail Colorado Ski Vacation
Vail Colorado Family Ski Vacation
![Page 9: Destination Marketing Webinar Search Powering Your Marketing Mix](https://reader035.vdocument.in/reader035/viewer/2022062704/55594f7cd8b42a93708b456d/html5/thumbnails/9.jpg)
Items To Consider:
• Level of Optimization
• Keyword Selection
• Inbound Links
• Social Media Presence
Analyze Your Competition
![Page 10: Destination Marketing Webinar Search Powering Your Marketing Mix](https://reader035.vdocument.in/reader035/viewer/2022062704/55594f7cd8b42a93708b456d/html5/thumbnails/10.jpg)
Case Studies:Keyword Research Driving Marketing Mix
•Pop, Soda, Coke?
•CVB in Ohio
•Destination in Georgia
• Integrated through all media channels
![Page 11: Destination Marketing Webinar Search Powering Your Marketing Mix](https://reader035.vdocument.in/reader035/viewer/2022062704/55594f7cd8b42a93708b456d/html5/thumbnails/11.jpg)
What do you Drink?
![Page 12: Destination Marketing Webinar Search Powering Your Marketing Mix](https://reader035.vdocument.in/reader035/viewer/2022062704/55594f7cd8b42a93708b456d/html5/thumbnails/12.jpg)
Items To Consider:
• Popular Attractions
• Cincinnati
• Social Media – Listen in
Warren County
![Page 13: Destination Marketing Webinar Search Powering Your Marketing Mix](https://reader035.vdocument.in/reader035/viewer/2022062704/55594f7cd8b42a93708b456d/html5/thumbnails/13.jpg)
Case Study: Callaway Gardens
![Page 14: Destination Marketing Webinar Search Powering Your Marketing Mix](https://reader035.vdocument.in/reader035/viewer/2022062704/55594f7cd8b42a93708b456d/html5/thumbnails/14.jpg)
Traffic Driving Keywords
ORIGINAL KEYWORD FOCUS SEARCH VOLUME
OPTIMIZED KEYWORDS SEARCH VOLUME
georgia garden 33,100
georgia golf 135,000
georgia gardens 18,100
georgia golf course 33,100
georgia nature center 880
georgia golf courses 18,100
georgia butterfly 880
georgia weddings 12,100
georgia butterflies 390
georgia conference center 12,100
ga butterflies 91
georgia conference centers 4,400
atlanta georgia gardens 90
georgia golf resort 2,740
georgia butterfly garden 73
georgia wedding location 1,900
butterfly garden georgia 73
georgia wedding locations 1,600
atlanta garden georgia 50
georgia golf resorts 1,600
53,727
222,640
►
![Page 15: Destination Marketing Webinar Search Powering Your Marketing Mix](https://reader035.vdocument.in/reader035/viewer/2022062704/55594f7cd8b42a93708b456d/html5/thumbnails/15.jpg)
Pre-Optimized Messaging
![Page 16: Destination Marketing Webinar Search Powering Your Marketing Mix](https://reader035.vdocument.in/reader035/viewer/2022062704/55594f7cd8b42a93708b456d/html5/thumbnails/16.jpg)
Optimized Messaging
![Page 17: Destination Marketing Webinar Search Powering Your Marketing Mix](https://reader035.vdocument.in/reader035/viewer/2022062704/55594f7cd8b42a93708b456d/html5/thumbnails/17.jpg)
Social Media Marketing
![Page 18: Destination Marketing Webinar Search Powering Your Marketing Mix](https://reader035.vdocument.in/reader035/viewer/2022062704/55594f7cd8b42a93708b456d/html5/thumbnails/18.jpg)
The Tools You Need
Minimum
•Keyword Research – Google AdWords
•Social Research – Technorati, Facebook, Twitter, flickr, YouTube
Ideally
•Your keyword research tool of choice
•Social listening software (like Radian6 or Raven)
![Page 19: Destination Marketing Webinar Search Powering Your Marketing Mix](https://reader035.vdocument.in/reader035/viewer/2022062704/55594f7cd8b42a93708b456d/html5/thumbnails/19.jpg)
Search Data
Social Data
Content Demand
![Page 20: Destination Marketing Webinar Search Powering Your Marketing Mix](https://reader035.vdocument.in/reader035/viewer/2022062704/55594f7cd8b42a93708b456d/html5/thumbnails/20.jpg)
• 3 trillion web pages indexed by Google• Estimate +50 billion unique
• 90 trillion emails sent annually• 3.5 billion conversations occurring daily• 4 billion images on Flickr• 2.5 billion images uploaded to Facebook
each month• On and on and on and on…
Random Content Statistics
Sources – pingdom, emarketer, Comscore, Google, Facebook
![Page 21: Destination Marketing Webinar Search Powering Your Marketing Mix](https://reader035.vdocument.in/reader035/viewer/2022062704/55594f7cd8b42a93708b456d/html5/thumbnails/21.jpg)
Low barrier to entry(cost efficient)
Speedy distribution
Mass consumption
Trackable
Lots of Noise
Quality is not a priority
Untargeted
![Page 22: Destination Marketing Webinar Search Powering Your Marketing Mix](https://reader035.vdocument.in/reader035/viewer/2022062704/55594f7cd8b42a93708b456d/html5/thumbnails/22.jpg)
• Answer questions• Document experiences• Share with others• Build relationships• Expand knowledgebase
The Public: Content Engagement Desires
![Page 23: Destination Marketing Webinar Search Powering Your Marketing Mix](https://reader035.vdocument.in/reader035/viewer/2022062704/55594f7cd8b42a93708b456d/html5/thumbnails/23.jpg)
Build brand and measurable sales (ROI)• Search – Noteworthy (links) and visible
(indexed)• UX – Actionable (induce desired action)• Content Strategists – Organized and of Quality
Where are the audience needs?
Marketers: What Makes Content Valuable
![Page 24: Destination Marketing Webinar Search Powering Your Marketing Mix](https://reader035.vdocument.in/reader035/viewer/2022062704/55594f7cd8b42a93708b456d/html5/thumbnails/24.jpg)
Strategy for Online Success
Search Intelligence
Social Intelligence
Competitive
Intelligence
Website Audits Lifecycle
Audits
Social Media Audits
Analytics Audits
The Planning Paradigm
![Page 25: Destination Marketing Webinar Search Powering Your Marketing Mix](https://reader035.vdocument.in/reader035/viewer/2022062704/55594f7cd8b42a93708b456d/html5/thumbnails/25.jpg)
Wha
t do
you
have
? Audit
Wha
t do
user
s w
ant? Demand
Of w
hat q
ualit
y? Analysis
How
to im
prov
e, c
reat
e? Strategy/Plan
How
to m
easu
re im
pact
? Improved Results
Content Strategy Development Process
![Page 26: Destination Marketing Webinar Search Powering Your Marketing Mix](https://reader035.vdocument.in/reader035/viewer/2022062704/55594f7cd8b42a93708b456d/html5/thumbnails/26.jpg)
Case Study: Arizona Office of Tourism
Website
BannersSocialSearch and Social Interest
Locations – GC, Sedona, citiesActivities – outdoorImages
![Page 27: Destination Marketing Webinar Search Powering Your Marketing Mix](https://reader035.vdocument.in/reader035/viewer/2022062704/55594f7cd8b42a93708b456d/html5/thumbnails/27.jpg)
Case Study: City of Bothell
![Page 28: Destination Marketing Webinar Search Powering Your Marketing Mix](https://reader035.vdocument.in/reader035/viewer/2022062704/55594f7cd8b42a93708b456d/html5/thumbnails/28.jpg)
Creation of an Event(s)
![Page 29: Destination Marketing Webinar Search Powering Your Marketing Mix](https://reader035.vdocument.in/reader035/viewer/2022062704/55594f7cd8b42a93708b456d/html5/thumbnails/29.jpg)
Case Study: Jackson Hole
![Page 30: Destination Marketing Webinar Search Powering Your Marketing Mix](https://reader035.vdocument.in/reader035/viewer/2022062704/55594f7cd8b42a93708b456d/html5/thumbnails/30.jpg)
Takeaway: The Process
•Perform search based keyword research - what you say, what your
customers say
• Brand
• Competitors’ brand
• Products services
•Use social to understand content inquiry context, sentiment, type,
and location of conversations around your keywords
•Categorize and compare your keywords with relevant demand
•Audit current content against categorized content
![Page 31: Destination Marketing Webinar Search Powering Your Marketing Mix](https://reader035.vdocument.in/reader035/viewer/2022062704/55594f7cd8b42a93708b456d/html5/thumbnails/31.jpg)
Takeaway: Tools and Resources
•Free
• Google AdWords
• Technorati
• search.twitter.com
•Paid
• Any KW tool
• Radian6
• Spiral 16
![Page 32: Destination Marketing Webinar Search Powering Your Marketing Mix](https://reader035.vdocument.in/reader035/viewer/2022062704/55594f7cd8b42a93708b456d/html5/thumbnails/32.jpg)
Thank You!
Presented by:
Mike Rosenberg – Vice President
EngineWorks, Inc.
www.engineworks.com
Twitter: MikeRosenberg
LinkedIn: linkedin.com/in/MikeJRosenberg