8 things in internet marketing you must do

8 Things You Must Do In Internet

Marketing

Critical Path To Conversion

Manage The Funnel

Engagement Rate

ConversionRate

Manage The Funnel

Almost All Already Know You:

Branded Keywords +Direct +Email +Leads

Convert The Convered

1. Identify which ones are in the market this year:Email: "Coming To Durango?"Facebook: Opt-In For 2012 Specials

2. Strike During the Planning Time:Email: "Get The Most Out Of 2012"Facebook: Show Specials

What To Do With Them:● Must email them at least 1 time every 4 months● Make repeats easy: Points Program

1. Own Your People

More Engaging

Manage The Funnel

Engagement Rate

ConversionRate

Segment And Narrowcast The Conversation● Pinpoint Actionable Feedback● What do you ask on the phone?● If you knew _____, what would you do differently?● When do they plan? ● When do they buy?● Stop asking how they found you and other 'nice to know'

Segments:● Location: In-State vs. Out-of-State● Time Of Year: Planning vs. Buying● Source: 'durango family vacation' vs. email vs. Leads

2. Know Your People

2. Know Your People

6. Know Your Audience

3. Have A Conversation

More Conversions

Manage The Funnel

Engagement Rate

ConversionRate

Create More Soft Conversion Points with a Reason● Sweepstakes● Facebook (with caution)● Build Your Own Trip● Get A Quote● Send To A Friend● Have Us Call You● Talk To A Guide● Call Now● Have Questions● Get deals on Facebook● Get a free picture● Not Deals

4. Expand Conversion Points

Move All Soft Conversion Points

behind Primary Conversion

5. Optimize Conversion

Remove any non-conversion piece behind conversion pages


6. Stop Anti-Social Social

1. Find all Leads that contacted you in the last week1. Contact Forms2. Open reservations3. Phone calls4. Lead programs5. Deals6. Other Opt-Ins and Soft Conversions

2. Remove anyone who made a Reservation3. Ask for the Reservation

"Hello, We saw that you _____, but we don't have you booked. May is filling up. Can we suggest _____ ...

7. Focus On The 72 Hour Window

Email still Converts more than anything. Still.

Example Content Calendar:1. Segment by in-state, out-of-state

1. In-State gets greater frequency2. Out-Of-State gets a reason to come

2. Coordinate Message with Social, and Partners 3. Post It4. Write It - Stage the following emails to reinforce5. Send It - in season it should just the release button

8. Email To A Content Calendar

Are you really so busy handling Onesies and Twosies that you can't address the 350,000 people who Like www.Facebook.com/VisitColorado?

Are you really so busy handling today that you can't send a proper email tomorrow?

9. Don't Be Too Busy To Be Smart

Manage The Funnel

Engagement Rate

ConversionRate

1. Own Your People2. Know Your People3. Have A Conversation4. Increase Conversion Options5. Optimize Conversion Points6. Stop Anti-Social Social7. Focus On The 72 Hour Window8. Use Content Calendars9. Stop Being Too Busy To Be Smart

Review

Thank You

www.slideshare.net/richardaburrell

[email protected]

And Now

Kory SamsonGateway Reservations

Destination Marketing And The Conversion Challenge

8 things in internet marketing you must do

Business