hotel digital marketing snapshot and budgeting for 2015

Milestone Confidential

Digital Marketing

Snapshot &

Budgeting for 2015

Sponsored by:

2Milestone Confidential

www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg

The Panel

Lauren Adams

Product Marketing

Specialist

David King

Director of Business

Development

Heidi Bitar

Sr. Director of Client

Services

Dan Kipp

Account Strategist /

Team Lead

Speakers Moderator



Agenda

Conversion Optimization

Platform Compatibility – Mobile, Speed, Search

Local & Off Page Optimization

Google +/Google 3 Pack

Listing Management/UNAP

Social Media

Paid Search - Meta Search & Remarketing

Digital Budgeting for 2015

Key Take A Ways


Design & ConversionUser Experience

Images, Videos, Maps, Widgets

Site Architecture




by Improving Usability

Information

Architecture

Color &

Images

Speed &

Performance

Legibility &

Eyetracking

Mobile

Friendly



Five Simple Rules of Web Site Design

Easy to read content

Easy to navigate

Easy to find

Consistency of design & layout

Download / Perception

Eye tracking & Usability studies

Heat maps

Search friendly architecture

Colors & Images

Conversions

By Shari Thurow-http://blog.milestoneinternet.com/web-development/insights-in-universal-web-design-an-interview-with-shari-thurow/



Information Architecture - Navigation

Primary

Tertiary

Secondary



Distractions



Case Study

Good Design Bad Design



Pass the 6-Foot Test

Usability tip:

Headline

Hero shot (image/video)

CTA should be legible

CTA

Headline

Hero shot



What is the Point of Usability?

Target your audience

Improve Conversions

Deliver USP


Mobile Compatibility



Mobile

Mobile-friendly Not Mobile-friendly



Mobile Usability Report in Webmaster

Mobile Friendly Test Tool

Mobile usability Report in Google Webmasters

https://www.google.com/webmasters/tools/mobile-friendly/



Responsive or Separate Mobile?

Responsive sites (http://www.hotelcasavelas.com/)

Separate mobile site (http://www.melrosehoteldc.com/mobile/)

Desktop Tablet Mobile

Desktop Mobile

Option #2:

Option #1:


Speed &

Performance



Speed & Performance

Minimize HTTP

requests ( Reduce number of requests

going to the server to improve

page performance)

Minify JS & CSS (Source code on page

should be kept minimum

to reduce download time)

Optimized

images (Reducing size of images

reduces load time and

increase page load speed)

GZIP components (Gzipping files reducing the

size of the files sent from your

server, reducing sizes of

pages by up to 70%)

Just one second delay in page-load can cause7% loss in customer conversions!



Page Speed

Fast and optimized

pages lead to

Visitor engagement

Retention

Conversions

Tools to measure site’s

speed

Page Speed

Yslow

WebPagetest

Google Webmaster

http://code.google.com/speed/page-speed/

http://developer.yahoo.com/yslow/

http://www.webpagetest.org/

http://www.google.com/webmasters/



Crawlability

HTML CSS< > xml

HTML

validation performed on W3C

to make sure page

complies with HTML

standards and helps

cross-browser, cross-

platform and future

compatibility

CSS

validation to ensure no errors

found in style sheets

and all browsers aim

towards compliance

with the existing

standards

Link checker to ensure no broken

links on pages and all

links are properly

working

Canonical

tagsto avoid duplicate

content issues and

penalties

Sitemap XML for website & images

submitted to Google

Webmaster



Relevant Fresh Engaging Search

Optimized Content

Optimized meta

tags are structured tags

that go in page head

section so the browser can

understand it

Heading tags –H1, H2, H3 are present in

body content

Photos,

images and

map optimized

and indexed for

image and map

search

meta <h1>

Schemas for

semantic web is micro data and rich

snippets that helps search

engine index most critical

data fast and helps

improve click-through rates

https://www.google.com/webmasters/tools/richsnippets

21



Content Strategies - Holidays


Local & Off Page

Optimization



Top Organic and 3 Pack Factors

Domain and Page Authority

Quality & Authority of LinksLocation of Business

Consistent UNAP



Google Local 3 Pack

25



Most Important Factors

Consistent UNAP

Domain and Page Authority

Reviews, Social, Mobile

Quality & Authority of Links

My Business Signals

On Page Signal

Location of the Business



Consistent UNAP on Local Listings



UNAP Scan Report



Optimizing & Merging Google+

Local Profiles

before

after

29



Is this Citation Worth It?

Spammy Listing

No Address and URL

Listing filled with ads


Social Media



Email Campaigns Social Media Contests



The Real Travel Inspiration

I’m so stressed outI’m so exhausted!

You’re not the boss of me!



Research



Social Impacts Trust!

How did you like your

Stay at the hotel in FL?

36



Impact of Social on Search



From Social to Conversion

Social:

Travel Inspiration

Blog

Website

Conversions

•Facebook

•Twitter

•Flickr

•YouTube

•Foursquare

•Google+

•Pinterest

KPIs

Increase in website traffic from

social referrals

Time on blog

Social referrals and assists

Clicks to lead generation tab in

Facebook


Paid Search



Channels: Conversion and Branding

Visibility & Branding

Conversions & Revenue

$



Bid on Your Brand



Hotel Meta Search Example

42



PPC StrategiesDevice Optimization

Low competition.

Target Local

destinations.

Higher click-through-

rate

Higher average position

Lower cost per

conversion

So. Cal Hotel Chain -

2OX ROI

Average -14X ROI


Digital Budgeting

For 2015



What to Look For?


Navigation and Call to Action are clear

Site is mobile friendly

Platform

Download time is reasonable

Site is search engine friendly (crawlable)

Semantic search, Meta Data, Social Tags are used

Local & Off Page Optimization

Claimed and optimized Google +

Consistent and monitored listings – UNAP

Social

Social & SEO are integrated

Paid Search



Thank You!

HAPPY HOLIDAYS!

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