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8 Things You Must Do In
Internet Marketing
Manage The Funnel
Engagement Rate
ConversionRate
Non-Branded Keywords+ Direct Traffic
+ Referrals+ Email
____________________
People Who Know You
Manage The Funnel
More Engaging
1. Identify which ones are in the market this year:Email: "Coming To Durango?"Facebook: Opt-In For 2012 Specials
2. Strike During the Planning Time:Email: "Get The Most Out Of 2012"Facebook: Show Specials
What To Do With Them:Must email them at least 1 time every 4 monthsMake repeats easy
1. Own Your People
Segment And Narrowcast The ConversationPinpoint Actionable FeedbackWhat do you ask on the phone?If you knew _____, what would you do differently?When do they plan? When do they buy?Stop asking how they found you and other 'nice to know'Segments:Location: In-State vs. Out-of-StateTime Of Year: Planning vs. BuyingSource: 'durango family vacation' vs. email vs. Leads
2. Know Your People
2. Know Your People
6. Know Your Audience
3. Have A Conversation
3. Have A Conversation
More Conversion
Create More Soft Conversion Points and give a reason to do itDealsSweepstakesFacebook (with caution)Build Your Own TripGet A QuoteSend To A FriendHave Us Call YouTalk To A GuideCall NowHave QuestionsGet deals on FacebookGet a free picture
4. Expand Conversion Points
Move All Soft Conversion Points
behind Primary Conversion
5. Optimize Conversion
Remove any non-conversion piece behind conversion pages
5. Optimize Conversion
5. Optimize Conversion
5. Optimize Conversion
6. Stop Anti-Social Social
6. Stop Anti-Social Social
Find all Leads that contacted you in the last weekContact FormsOpen reservationsPhone callsLead programsDealsOther Opt-Ins and Soft ConversionsRemove anyone who made a ReservationAsk for the Reservation
"Hello, We saw that you _____, but we don't have you booked. May is filling up. Can we suggest _____ ...
7. Focus On The 72 Hour Window
Email still Converts more than anything. Still.
Example Content Calendar:Segment by in-state, out-of-stateIn-State gets greater frequencyOut-Of-State gets a reason to comeCoordinate Message with Social, and Partners Post ItWrite It - Stage the following emails to reinforceSend It - in season it should just the release button
8. Email To A Content Calendar
Are you really so busy handling Onesies and Twosies that you can't address the 350,000 people who Like www.Facebook.com/VisitColorado?
Are you really so busy handling today that you can't send a proper email tomorrow?
9. Don't Be Too Busy To Be Smart
Own Your PeopleKnow Your PeopleHave A ConversationIncrease Conversion OptionsOptimize Conversion PointsStop Anti-Social SocialFocus On The 72 Hour WindowUse Content CalendarsStop Being Too Busy To Be Smart
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