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1
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2
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- How do I create an eCommerce Plan?
- How much should I spend
- Where should I allocate those funds
- Explain the tactics within the plan
- How can I leverage Guerilla marketing to drive FREE traffic to my web
site?
- Now that I get it… let’s look at that plan again!
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3
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4
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- Promoting hundreds of different keywords based on the time of year and
current packages available
- Driving multiple different campaigns to specific landing pages to
increase conversions
- Geotargeting all campaigns based on parameters to maximize ROI
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5
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- Resort is located within 15 minutes of Sarasota / Bradenton (SRQ)
airport – Identify markets with direct flights
- People from the Midwest tend to travel to the West coast of FL.
- People from the Northeast tend to travel to the East coast of FL.
- People from colder climates are more motivated to book at this time of
year
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6
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- Geo-Targeted customized landing
- pages for each market:
- Customized messaging
- Integrated tracking code both online and offline via 800#
- Specific access info related to flights for that market
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7
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8
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9
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10
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- Great “Hook” (i.e. $100 off, 50% off etc…)
- “Rate Driven” offers are much better than packages, because they apply
to ALL travelers!
- No restrictions on travel dates (i.e. Travel dates: July and August)
- You don’t want to confuse the customer… keep it simple
- You can always yield inventory once the promotion has been launched
- A “Book By Date” that is 10-15 days after the promo has been launched
- Something to help “sell” the destination for people who wouldn’t
normally travel
- Run Travelzoo text ad’s to support your offer
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11
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- Using services such as:
- www.prweb.com
- www.businesswire.com
- Supports the “event marketing” within the eCommerce Plan
- Leverage PR Optimization Best Practices to get the most “bang for your
buck!”
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12
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- 1.) Identify a target audience and develop a segmentation strategy
- 2.) Conduct keyword research and find the keyword sweet spot (i.e.
create press releases around
items that users are actively searching on)
- 3.) Additionally, utilize "Google Alerts" tactics -- target
keywords in your content and copy that potential customers may be
tracking using "Google Alerts"
- Examples to include:
"hotel deal", "weekend getaway package",
"travel discount" etc...
- 4.) Create a PR section on your web site and optimize each press release
page and build reciprocal links
- 5.) Once optimized, submit this page to Google:
http://www.google.com/addurl/?continue=/addurl
- 6.) Track optimization's effects and measure promotions results
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13
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- Increase Bookings: Rich media generates click-Through-Rates of 4x the
average CTR. IcePortal helps
increase bookings by delivering your rich media to 1,000's of travel web
sites and ultimately millions of consumers.
- Distribution: there is no more cost effective way to distribute your
rich media to 1,000 of web sites.
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14
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- Report Overview
- Document Title
- Meta Keywords
- First Sentence of the Body Text
- Link Popularity
- URL
- H1 Headline Texts
- H2 Headline Texts
- Google Site Map
- Same Site Link Texts
- Outbound Link Texts
- Inbound Links
- Same Site Link URLs
- Outbound Link URLs
- IMG ALT Attributes
- HTML Comment Tags
- “Best Practices” Guide: SEO & Linking
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15
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- One of the items listed in the guide suggests getting a listing within
Wikipedia, thus for this client we:
- Improved copy
- Added a better photo
- Added a link back to the properties web site
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16
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17
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18
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- Great source of web traffic
- SEO & Paid Search Marketing to support “Ottawa Web Cam”
- Page one ranking on Google for “Ottawa Web Cam” = FREE traffic
- Live video of the capital and surrounding area helps “sell the
destination”
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19
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20
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- Jon Schepke
- Strategic Internet Marketing Partners
- jschepke@simpartners.biz
- www.simpartners.biz
- #847-644-1588
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Notes
