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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boldhorizon.co.nz
www.twitter.com/WayneAttwell
www.facebook.com/BoldHorizon
Growing Your Tourism Business Through an Online Presence
Wayne AttwellOnline Brand Strategist - Bold Horizon
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boldhorizon.co.nz
www.twitter.com/WayneAttwell
www.facebook.com/BoldHorizon
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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boldhorizon.co.nz
www.twitter.com/WayneAttwell
www.facebook.com/BoldHorizon
Help! I Need to be Found
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boldhorizon.co.nz
www.twitter.com/WayneAttwell
www.facebook.com/BoldHorizon
It’s All About Your Website (well, most of it)
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boldhorizon.co.nz
www.twitter.com/WayneAttwell
www.facebook.com/BoldHorizon
Tracking Online Performance
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boldhorizon.co.nz
www.twitter.com/WayneAttwell
www.facebook.com/BoldHorizon
Tracking Online Performance
![Page 7: Effective online marketing for the tourism industry](https://reader033.vdocuments.us/reader033/viewer/2022060109/55560cc5d8b42ae0238b4967/html5/thumbnails/7.jpg)
boldhorizon.co.nz
www.twitter.com/WayneAttwell
www.facebook.com/BoldHorizon
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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boldhorizon.co.nz
www.twitter.com/WayneAttwell
www.facebook.com/BoldHorizon
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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boldhorizon.co.nz
www.twitter.com/WayneAttwell
www.facebook.com/BoldHorizon
What’s Hot & What’s Not
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boldhorizon.co.nz
www.twitter.com/WayneAttwell
www.facebook.com/BoldHorizon
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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boldhorizon.co.nz
www.twitter.com/WayneAttwell
www.facebook.com/BoldHorizon
Start Spreading the Word
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boldhorizon.co.nz
www.twitter.com/WayneAttwell
www.facebook.com/BoldHorizon
Use all of the Channels
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boldhorizon.co.nz
www.twitter.com/WayneAttwell
www.facebook.com/BoldHorizon
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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boldhorizon.co.nz
www.twitter.com/WayneAttwell
www.facebook.com/BoldHorizon
Paying For All This Stuff
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boldhorizon.co.nz
www.twitter.com/WayneAttwell
www.facebook.com/BoldHorizon
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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boldhorizon.co.nz
www.twitter.com/WayneAttwell
www.facebook.com/BoldHorizon
A Quick History Lesson
Get on board or be left behind