content as a customer acquisition strategy for travel companies - travefy

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Break through the noise! Content strategies for customer acquisition EyeforTravel June 2, 2014 | Miami, Florida

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Explore Travefy CEO David Chait's speech on content as a customer acquisition strategy at the EyeforTravel Conference in Miami, Florida (June 2, 2014)

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Page 1: Content as a customer acquisition strategy for travel companies - Travefy

Break through the noise!

Content strategies for customer acquisition

EyeforTravel June 2, 2014 | Miami, Florida

Page 2: Content as a customer acquisition strategy for travel companies - Travefy

The easiest online & mobile group travel planner.

Page 3: Content as a customer acquisition strategy for travel companies - Travefy

Search, discuss, & book. 8+ million restaurants, activities, accommodations, flights, & more

Page 4: Content as a customer acquisition strategy for travel companies - Travefy

Track shared expenses. Collect money from the group.

Page 5: Content as a customer acquisition strategy for travel companies - Travefy

The Startup Problem • Lots of travel noise

• Traditional channels are expensive

Page 6: Content as a customer acquisition strategy for travel companies - Travefy

Digital ad spending is skyrocketing

$2.94

$3.42

$4.15

$4.77

$5.38

$5.89

$6.40

2012 2013 2014 2015 2016 2017 2018

Source: eMarketer (March 2014)

US Travel Industry Digital Ad Spending Billions

Page 7: Content as a customer acquisition strategy for travel companies - Travefy

Keywords are expensive…

7.50 7.11

4.69

2.60 2.53 1.98

1.46 1.37

Group Hotel New York Hotels

Group Travel Cheap Hotels

Travel Itinerary

Trip Organizer

Travel Travel Planner

Source: Google AdWords Estimator (5/11/14)

Google suggested CPC by Keyword US Dollars

Page 8: Content as a customer acquisition strategy for travel companies - Travefy

…without any guarantee of acquisition

Avg. number of travel sites visited before booking.

Source: EyeforTravel’s Social Media and Mobile in Travel Distribution Report, 2013

22

Photo credit: Francesca Russel- flickr.com/photos/francescarussell/12055743225/

Page 9: Content as a customer acquisition strategy for travel companies - Travefy

The Solution

Page 10: Content as a customer acquisition strategy for travel companies - Travefy

Where can we acquire customers? Where can we compete?

Page 11: Content as a customer acquisition strategy for travel companies - Travefy

Travefy’s Content Strategy

•  Build brand awareness & trust as travel experts.

•  Create original shareable content to improve SEO and drive organic discovery.

•  CREATE REAL VALUE!

Goals:

Page 12: Content as a customer acquisition strategy for travel companies - Travefy

Execution

Page 13: Content as a customer acquisition strategy for travel companies - Travefy

Travefy Blog

Page 14: Content as a customer acquisition strategy for travel companies - Travefy

Travefy Ebook

Page 15: Content as a customer acquisition strategy for travel companies - Travefy

Never do anything that can’t be SEO optimized or shared!

Page 16: Content as a customer acquisition strategy for travel companies - Travefy

Where does our content go?

Page 17: Content as a customer acquisition strategy for travel companies - Travefy

So what?

Page 18: Content as a customer acquisition strategy for travel companies - Travefy

The Results Did we break through?

Page 19: Content as a customer acquisition strategy for travel companies - Travefy

Cost per new active account (Travefy Blog) 12¢

Was it worth it?

Page 20: Content as a customer acquisition strategy for travel companies - Travefy

Cost per new active account (Travefy Blog) 12¢

Cost per new active account (Google / Bing)

$2.74

Was it worth it?

Page 21: Content as a customer acquisition strategy for travel companies - Travefy

Bonus Benefit – Cheaper Paid Search

Content & SEO Adjustments

Time

Avg

. CPC

Page 22: Content as a customer acquisition strategy for travel companies - Travefy

Bonus Benefit – Press Placement

Page 23: Content as a customer acquisition strategy for travel companies - Travefy

What’s next?

User Generated Content (Shareable Itineraries)

More original content.

Doubling down.

Page 24: Content as a customer acquisition strategy for travel companies - Travefy

What did we learn?

Be strategic. Compete where you can win! 1

Test, commit, double-down. 2

Content is king! Content is a low-barrier, high-impact space to compete. 3

Page 25: Content as a customer acquisition strategy for travel companies - Travefy

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