10 Online Marketing Tools for Marketing on a

BudgetPresented by Mark Randle of Visual Data

Systems

Mark Randle

Who am I? Mark Randle Online Marketing Manager at Visual Data

Systems Hospitality Industry for 7 years (Marriott

International before VDS) 3rd Time Speaking at a National VRMA

Conference Fun Fact: Getting married in 3 weeks.

10 Tools

1. Connecting with Your Target Market through Facebook Ads

2. Facebook Contests that Pay You Back Many Times Over

3. Harnessing the Power of Pinterest4. Stay in Front of Your Visitors with Google

AdWords Remarketing Ads5. Improve Your Website Usability with Feedback

Analytics6. Simple Ways to Build Your Twitter Following7. Dominate Your Competition with Microsoft

AdCenter RAIS8. Link Building in a Post Panda Update World9. How to Better Understand and Utilize the

Changing World of Local Search10. Track Results in Google Analytics

Facebook Ads

Effective Ad Tips

Give them the “why?” Keep them on Facebook, no external

urls. Use an image that grabs the

attention. Narrow your market as much as you

can. Follow the proper metricsBad Ad Good Ad

Facebook Creative

POWER EDITOR

Google Chrome extension – Facebook Power Editior Upload your email list Find what your users share in common

Facebook Contests

Facebook Contests

Multiple goals Capture, capture,

capture Don’t forget the FAQ Watch for fraud Promote everywhere Follow up with

winners

www.wildfireapp.com

www.buddymedia.com

Facebook Contests

Facebook Contests

Pinterest.com/source/yourdomain.com Pinterest

Profile

Name Logo Bio Website, Twitter, Location Hide Setting

Activity From Pinterest

Pin Repin Like Comment Personalize

the Pin

Pinboards

Cover

Photo Title Descriptio

n Category Theme Rearrang

e

Examples

Promote Pinning

Pin It Button Follow

Buttons

Contribute

Board

Promote Pinning

PINREACH

Remarketing Ads

Remarketing Uses

Keep your brand in front of your visitors

Market deals and promotions

Attract new owners Highlight new

properties Test imagery

Dynamic Remarketing Ads

Tracking Results

View- Through Conversions happen when a customer views (but does not click) an ad before converting.

What it means: Some customer might see, but not click your ad. If these customers later convert (by making a purchase or signing up for a newsletter, for example), this metric counts them as view-through conversions.

Feedback Analytics

How well do you know your website?

Where can I find this?

Feedback Form

Admin Area

Feedback Example

Kampyle Cont’d

Twitter

Build Your Followers

Create Relationships Become a Reliable

Source Retweets Replies

Tweets Short Photos

Successful Hashtags

Use One or a Few Short, Obvious Use Existing Hashtags Hashtags to Try

Fill in the blank Ask questions

Promote Your Hashtag

Announce a Hashtag before your event

Promote the most active tweets Outside of Twitter

Roger Smith Hotel @rshotel

MSN Rich Ads in Search

Rich Ads in Search (RAIS)

Deep links similar to Google sitelinks Increased CTR by 30-40% According to

MSN Exclusivity for branded terms

MSN ADCENTER (RAIS) VS GOOGLE ADWORDS

-Search Partner Exclusion

-Branded Search Terms

-Customer Service

MSN ADCENTER (RAIS) VS GOOGLE ADWORDS

-

Link Building in a Post Panda/Penguin Update World

Link Building in a Post Panda/Penguin Update

World

Link Building Now

Panda Update – This update is designed to reduce rankings for low-quality sites—sites which are low-value add for users, copy content from other websites or sites that are just not very useful.

Penguin Update – Sites affected by this change might not be easily recognizable as spamming without deep analysis or expertise, we believe they are engaging in webspam tactics to manipulate search engine rankings.

Link Building Tips

Mix-up your Anchor Text Comment Socially (ex. Blogs, Travel

Forums) Partner with Local Businesses/Sites Get a Blog – Guest Post Give Stuff Away Get a Webcam Use your Brain

Scrub Your Old Links

http://www.opensiteexplorer.org/

Local Search

Local Search Now

Local search results chosen almost 2 to 1 over organic results

Trusted over paid advertising 58% or consumers trust a business with

positive reviews 72% of consumers trust online reviews as

much as personal recommendations

Yahoo! Local

Yelp

Bing Local

Verification - Post mail Yelp reviews and content heavily

integrated Pulls in reviews from other local search

sites

Google+ Local

Top 5 Best Practices

Verify every listing Keep information

accurate and uniform

Fill out all categories

Do not list with a P.O. Box address

Be active with review responses

Google Analytics

Ecommerce Tracking

Measure Site EngagementGoogle Analytics Path =Traffic Sources/All Traffic/Sources

Assisted ConversionsConversions/Multi-Channel Funnels/Assisted Conversions

Questions?

Thank You!

Mark RandleMarkr@vdsys.com

Online Marketing Manager