Download - Understanding the Value of Online Marketing
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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
