understanding the value of online marketing
DESCRIPTION
Understanding the Value of Online Marketing: 5 Strategies for Increasing Your Bottom Line: This Visual Data Systems presentation was given by Susan Decourcey, Vice President of Client Solutions, at the HomeAway Software for Professionals Breakfast Seminars held in Hawaii, April 2013. These presentations will appeal to Vacation Rental Managers and those in the hospitality.TRANSCRIPT
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Understanding the Value of Online Marketing: 5 Strategies for Increasing Your Bottom Line
HomeAway Software For Professionals
Breakfast Seminars Hawaii April 2013
Website
Mobile
Search Engine Optimization (SEO)
Email Marketing
Social Media
5 Strategies Bottom Line
Custom Website1. Review the Effectiveness of Your Website
• Brand Your Site - Sell the Experience - Promote Your Expertise
Calls To Action - Clear, concise - What do you REALLY want them to do?
Book Now - Simplify the Booking Process - Integrated Booking Engine (Bonus for SEO!) - Tools Your Guests and Homeowners will use
Quality Custom Website
This….
NotThis…
Mobile Website
Mobile
2. Review Your Mobile Strategy
• Analyze - How is traffic coming to your site? - Who, What, Why and How
Invest in Mobile - Increase # of rentals - Increase # of owners - Increase in Guest Satisfaction
Online ‘Promotion’
SEO
3. Refine Your SEO Strategy
Content is King! - Quality, Relevant and Fresh - Link Building (Think Votes!)
Google Analytics - Organic traffic = #1 Revenue Source - Identify what’s driving conversion rates (search, display, email, social, etc.)
Remarketing
http://www.google.com/insidesearch/howsearchworks/thestory/index.html
Measure Assisted Conversions
Email Marketing
• Keep a clean, up to date list
• Don’t use 3rd party lists when you can avoid it
• Get as much information as possible
• Segment
• Frequency and Timing
4. Develop an Email Marketing Strategy
• Close to 5M Emails Sent• Over $24M in Revenue• Total AVG ROI > $165*
2012 Visual Data Systems Email Marketing Stats
Social Media
5. Develop a Manageable Social Media Strategy
Focus on 1 Business Objective (Awareness, Sales, Loyalty, Retention, etc.)
Define Success Metrics (Likes vs. Engagement)
The Human Factor
Create a Channel Plan (Facebook, Twitter, etc.)
1. Custom Website Brand Calls to Action Book Now
2. Mobile Analyze Develop a Strategy Invest
3. SEO Content Links Get Social
4. Email Marketing List Segmentation Frequency Timing
5. Social Media Promote Define Success Metrics Engage
5 Strategies for Increasing Your Bottom Line
Visual Data Systems
Susan DeCourcey Vice President of Client Solutions
[email protected] Ext. 276
• Custom Web Design – Software Integration• Mobile Marketing• Email Marketing• Website Promotion• Consulting