effective online marketing for the tourism industry
DESCRIPTION
The value of Social Media can be substantially extended by combining it with other online marketing platforms, allowing today’s tourism marketer to reach a wider target audience and generate measurable results. This presentation was given to the Hamilton Waikato NZ Regional Tourism Conference by Wayne Attwell, Online Marketing Strategist at Bold Horizon.TRANSCRIPT
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Growing Your Tourism Business Through an Online Presence
Wayne AttwellOnline Brand Strategist - Bold Horizon
boldhorizon.co.nz
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The World is Changing
• 70% - 80% of pre-purchase research via search engines – Google, Bing, Yahoo
• A fundamental shift…– Prospects find you. You don’t find them
• How can we help them to find us?
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Help! I Need to be Found
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It’s All About Your Website (well, most of it)
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Tracking Online Performance
boldhorizon.co.nz
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Tracking Online Performance
boldhorizon.co.nz
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Using Search Engines
• #1 - 80% of all online searches
• 2nd largest search engine– Global audience of 400m– As a country, would be the 3rd
largest in the world
P.S. Google owns YouTube…hmm
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Content is King
• Website pages - organic search• Blogs - 51% say most valuable business tool• Articles – syndication• Comments – indexed• Videos – Google favours it (hmm…wonder why?)
CREATE, PUBLISH, BE FOUND
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What’s Hot & What’s Not
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Marketing Your Content
• If it isn’t keyword targeted, it’s of nominal value
• Use your networks to spread the ‘word’ i.e. content
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Start Spreading the Word
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Use all of the Channels
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There is No Free Lunch
• Social media has a cost (manpower)• Organic search (expert advice)• Video marketing (production)• Content (copywriters)• Budget for direct and indirect costs
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Paying For All This Stuff
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The Best Job in the World
Tourism Queensland – Hamilton Island
• All content was user generated• 34,000 video entries• Award-winning campaign• Email marketing to 100,000 names delivered
highest ROI• AU$1.75m budget blown apart
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A Quick History Lesson
Get on board or be left behind