content as a customer acquisition strategy for travel companies - travefy

Break through the noise!

Content strategies for customer acquisition

EyeforTravel June 2, 2014 | Miami, Florida

The easiest online & mobile group travel planner.

Search, discuss, & book. 8+ million restaurants, activities, accommodations, flights, & more

Track shared expenses. Collect money from the group.

The Startup Problem • Lots of travel noise

• Traditional channels are expensive

Digital ad spending is skyrocketing

$2.94

$3.42

$4.15

$4.77

$5.38

$5.89

$6.40

2012 2013 2014 2015 2016 2017 2018

Source: eMarketer (March 2014)

US Travel Industry Digital Ad Spending Billions

Keywords are expensive…

7.50 7.11

4.69

2.60 2.53 1.98

1.46 1.37

Group Hotel New York Hotels

Group Travel Cheap Hotels

Travel Itinerary

Trip Organizer

Travel Travel Planner

Source: Google AdWords Estimator (5/11/14)

Google suggested CPC by Keyword US Dollars

…without any guarantee of acquisition

Avg. number of travel sites visited before booking.

Source: EyeforTravel’s Social Media and Mobile in Travel Distribution Report, 2013

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Photo credit: Francesca Russel- flickr.com/photos/francescarussell/12055743225/

The Solution

Where can we acquire customers? Where can we compete?

Travefy’s Content Strategy

•  Build brand awareness & trust as travel experts.

•  Create original shareable content to improve SEO and drive organic discovery.

•  CREATE REAL VALUE!

Goals:

Execution

Travefy Blog

Travefy Ebook

Never do anything that can’t be SEO optimized or shared!

Where does our content go?

So what?

The Results Did we break through?

Cost per new active account (Travefy Blog) 12¢

Was it worth it?

Cost per new active account (Travefy Blog) 12¢

Cost per new active account (Google / Bing)

$2.74

Was it worth it?

Bonus Benefit – Cheaper Paid Search

Content & SEO Adjustments

Time

Avg

. CPC

Bonus Benefit – Press Placement

What’s next?

User Generated Content (Shareable Itineraries)

More original content.

Doubling down.

What did we learn?

Be strategic. Compete where you can win! 1

Test, commit, double-down. 2

Content is king! Content is a low-barrier, high-impact space to compete. 3

david@travefy.com

facebook.com/travefy

@travefy | @DonnerChait

blog.travefy.com

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