Online Marketing Workshop

1
Online Marketing Workshop

• For Scenic Rim Tourism Operators
• Beaudesert, Boonah and Ipswich regions

2
Why are you here?

• What are your expectations?
• What do you want to
• leave this room with?

3
How does one sell to someone who searches?

• Rethink your Web Strategy or Fail.
• Do you have a relevant web strategy? Or do you
  have a traditional marketing strategy with
  advertising, demand-generation campaigns and a PR
  program, with some web stuff added as an
  afterthought?

4

• Web 2.0
• Web mistakes
• SEO vs SEM

• PPC
• Analytics

Keywords SEO Link Building
5
Review of available online tourism market
intelligence, statistics and resources

• Travel Daily, Travelmole
• Australian Tourism Export Council (ATEC)
• Sustainable Tourism CRC Newsletter
• Queensland Tourism Industry Council (QTIC)
• Tourism Australia Essentials Newsletter
• Tourism Research Australia Tourism Research
  Australia free publications
• Department of Industry Tourism and Resources
• Australian Bureau of Statistics (including hotel
  occupancy)
• Tourism Forecasting Committee
• QLD Specific
• Tourism Queensland Tourism Queensland free
  market intelligence
• Queensland Smart State
• Statistics Queensland (OESR - Office of Economic
  Statistical Research)
• Airport and Airlines - BNE and GC
• Tourism Marketing Blogs

6
Web in 2007/8
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From 1 to 2

• Web 1.0
• My content
• My software
• Directories
• Limited interaction
• Limited reach
• Total control

• Web 2.0
• User content
• Public software
• Self organising
• Social media
• Increased reach
• Reduced control

8
Basic Web 2.0 human needs
9

• Websites

• SEO

SEM
10
Evolution of Markup

CSS Zen Garden The Web grammar W3C --gt Validator
11
Websites 101

• Validity markup language that conforms to a
  published DTD (W3C.org)
• Usability Provide text equivalents for any
  non-text components (e.g. images, multimedia)
• Coherence Use hyperlinks that make sense when
  read out of context. (e.g. avoid "Click Here.")

12
Pretty is good, easy is better

• Web Design Mistakes in 2008
• Webpage does not validate
• No use of Headings (H1, H2, H3)
• The site is built using Frames
• The title of each page of the website is exactly
  or almost the same and does not tell you (nor the
  search engines) what the page is about
• All the keywords for the page have been added in
  the ltkeywordgt meta tag
• There are too many links on a page
• Excessive use of Javascript, Graphic menus and
  Flash

13
Search Engines

• Crawl the Web
• Using bots or spiders that use the hyperlink
  structure of the web
• Index documents
• Stored in giant database of documents
• Process Queries
• Retrieve from the index IF matches the query
• Rank results
• To deliver the most relevant search results based
  on keyword combinations that are typed in a
  search box

14
Search Engines

• SE Marketing Paying search engines to display
  advertising that link to your website. When
  keywords are entered in the search box, your ad
  displays
• Google AdWords
• Yahoo! Search Marketing
• SE Optimisation the process of optimising web
  page content so your pages are returned as a
  result to keyword combinations
• "On page" copy on your Web site, SEO-friendly
  Web site design, SEO-friendly code, title tags,
  meta descriptions, and internal linking.
• Off page" items external to your site link
  generation, social media efforts

15
SEO vs SEM
MARKETING Aka PPC
OPTIMISATION Aka Organic Aka Natural
16
Display vs Online Marketing
17
Search Engine Marketing
18
Mkg Media Survey 08
19
Are you Web 2.0?

• www.hillsidebedandbreakfast.com
• www.ipswichsuperbowl.com.au
• www.kiddstreetcottages.com.au
• www.mountainedge.com.au
• www.mtbarneylodge.com.au
• www.rathlogangrove.com.au
• www.stbernardshotel.com
• www.wallabyridge.com.au
• www.wildmountains.org

• www.amorebandb.com
• www.artsboonah.com
• www.beaudesertrsl.com.au
• www.boonahvalleymotel.com.au
• www.celebrantassist.com.au
• www.chfest.com
• www.corknfork.com.au
• www.destinyboonah.com
• www.ecoexpo.com.au
• www.greentriangle.com.au

20
Whats your online reputation?
21
If Search Engines are Kings who is the Queen?
22
The importance of Niche

• Why the future of business is selling less of
  more
• Businesses with distribution power can sell a
  greater volume of otherwise hard-to-find items at
  small volumes than of popular items at large
  volumes
• The LONG TAIL

23
The Long Tail

• A high-frequency population is followed by a
  low-frequency which gradually "tails off".
• The infrequent events (the long tail) can make up
  the majority of the graph.

24
Who can help you?
25
Morning tea