new biz
TRANSCRIPT
Marketing, Web and E-Commerce
Rene Looper, director of TuMinds and 4TM Social Media
Photo by OETC shared on Flickr
How to sell your products/services on line
Tips and tools on:
Web site development E-commerce Social Media
Rene LooperBackground in Retail (Dutch M&S)
Cluny Bank Hotel 1999-20064 star Hotel in Forres
TuMinds Ltd. 2006E-Tourism and Web 2.0 services
4TM Services 2007Training, Consulting and Speaking on connecting with your online customers
Creevale B&B 2008Virtual B&B, Inverness
Wikipedia:
Internet marketing is relatively inexpensive when compared to the ratio of cost against the reach of
the target audience. Companies can reach a wide audience for a small fraction of traditional
advertising budgets. The nature of the medium allows consumers to research and purchase
products and services at their own convenience. Therefore, businesses have the advantage of
appealing to consumers in a medium that can bring results quickly. The strategy and overall
effectiveness of marketing campaigns depend on business goals
My e-commerce journey...
•Web site development
•Search engine optimisation
•E-marketing
•Site statistics
I'm always quiet in January and so was the B&B down the road, but......
Cluny Bank Hotel, Forres
Web site live since April 1999, hotel opened October 1999
•Online brochure
•Shop window
•Full access to web site
•Competition research Excellent competition! (lack of knowledge/no need)
• Internet is a great resource to borrow ideas from others!
Internet marketing made easy
•First 3 years business generated from internet averaged 80%
•14,000 visitors per year (40 per day) visiting 60,000 pages
•Use of 30 different email addresses
•Web counter, online booking facility, quick reply to email
•Attended workshop on “how to get more out of your web site”
•Important info on visitor behaviour
Internet marketing made easy
0
500
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1 4 7
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28
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34
Pages Visitors for the last 34 weeks
Page views
Visitors
Internet marketing made easy
This table shows the most viewed pages.Most popular pages
1 Home 12378 33%
2 Accommodation 6436 17%
3 Prices 5433 14%
4 Breaks 3305 9%
5 Location 2794 7%
6 News 2369 6%
7 Links 1845 5%
8 Hosts 1338 4%
9 Surroundings 1292 3%
10 Jobs 513 1%
37703 100%
Internet marketing made easy
Internet marketing made easyThis table shows the number of page views per country of origin of the visitor.
1 United Kingdom 24845 72%2 Netherlands, The 3122 9%3 United States 2763 8%4 Canada 613 2%5 Germany 541 2%6 Belgium 318 1%7 Sweden 312 1%8 Australia 287 1%9 France 262 1%
10 Switzerland 217 1%11 Norway 213 1%12 Italy 179 1% UK 72%13 Spain 163 0% Europe 15%14 Ireland 141 0% North & South America 10%15 Austria 134 0% Scandinavia 2%16 Poland 128 0% Australia/ New Zealand 1%17 Denmark 106 0% Asia 0%18 Japan 102 0% Africa 0%19 India 51 0% 100%20 Finland 46 0%21 Sudan 38 0%22 Russia 35 0%23 Lithuania 33 0%24 Greece 32 0%25 South Africa 31 0%
34712 100%
Internet marketing made easy
This table shows the number of visitors that have used a search engine to find your website.Search engines
1 www.google.co.uk 1523 61%2 www.google.com 383 15%3 search.msn.co.uk 176 7%4 aolsearch.aol.co.uk 130 5%5 uk.search.yahoo.com 112 4%6 www.google.nl 77 3%7 search.yahoo.com 28 1%8 search.ntlworld.com 24 1%9 search.msn.com 23 1%
10 www.google.ca 17 1%2493 100%
This table shows the websites which contain links that visitors used to enter your website.Websites
1 www.google.co.uk 7162 www.clunybankhotel.co.uk 5643 www.forresweb.net 2804 cgi.ebay.co.uk 2135 www.scotland-hotels.com 1796 www.findhornbay.info 1557 www.google.com 1388 www.forres-net.co.uk 1199 search.msn.co.uk 94
10 www.nltraveller.nl 7611 www.maltwhiskytrail.com 7312 aolsearch.aol.co.uk 7013 www.chefsinscotland.co.uk 6314 uk.search.yahoo.com 5215 www.undiscoveredscotland.co.uk 4716 www.4hotels.co.uk 3317 www.prikpagina.nl 3118 www.google.nl 3019 www.kinloss-raf.co.uk 3020 search.visitscotland.com 2421 www.golf-grampian.com 2122 uk.my.yahoo.com 1923 www.smoothhound.co.uk 1824 www.smiledesign.co.uk 1825 search.msn.com 16
Other 345Total 3424
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£175£75
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Other Google tools:
•Google maps
•Google alerts
•Google adwords
•Google dashboard
E-commerce
Advantages:
Being able to conduct business 24 x 7 365Access a global marketplaceSpeedReducing costs
but.....
Quick response time neededPersonalised communicationDatabase development
Internet marketing made easy
Tourism is changing....
The Internet is changing....
Customer behaviour is changing.....
How can your business benefit from these changes?
The Social Media Bandwagon
Fantastic tool?
The Social Media Bandwagon
Excellent business tool or waste of time?
Social Media or Web 2.0 is people having conversations online
How to manage your on-line reputation:
Tripadvisor:
Some facts:
Founded in 2000
30 million unique visitors per month....
20 million reviews of hotels, B&B's etc..
64% of travellers read reviews....
38% read professional reviews
Average score is 3.74 (out of 5)
How to manage your online reputation:
Thank you!
David and Rene
4TM Services for Tourism
www.4tm-services.com
Internet marketing made easy