Fundamental Flaws In Online Marketing Strategies. Paul Mattimoe President & CEO Perspective Group

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1 Fundamental Flaws In Online Marketing Strategies Paul Mattimoe President & CEO Perspective Group

2 5 AREAS FOR ONLINE MARKETING SUCCESS 1. Committing To A Clear Strategy 2. Ensuring Your Website Doesn t Suck 3. Benefit From The Power of PR 4. Use Social Media To Protect Your Brand Reputation 5. Take Full Advantage Of Analytics

3 COMMITTING TO A CLEAR STRATEGY Getting Your Ducks In A Row Before You Start

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9 TIPS FOR CREATING AN EFFECTIVE STRATEGY 1. Understand what your goals are, but also that it s quite possible you do not personally know how to achieve them. 2. Select your team of experts at the beginning and involve them in the creation of a long term strategy. 3. Clearly define the goals and the roles of each of the team members. 4. Plan for constant changes based on real time data, monitor the effectiveness and add more juice to the areas that work best.

10 ENSURING YOUR WEBSITE DOESN T SUCK

11 CORPORATE WEBSITES PROVIDE 1. Credibility 2. Lead Generation

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14 TIPS FOR A PRODUCTIVE WEBSITE 1. Don t buy a cheap website to promote an expensive product. 2. Be in control of your own website and have expertise on your marketing team to keep that site relevant and properly optimized to attract website traffic. 3. Developers, make sure your site has its own online booking engine, and interactive features for members so you can track their engagement.

15 BENEFITTING FROM THE POWER OF PR Getting your message out there consistently!

16 90% of Australian consumers have purchased something online. Travel tickets and accommodation are the most popular items purchased online, followed by clothes and shoes.

17 EFFECTIVE PR WORKS IN 2 WAYS 1. News Syndication 2. Backlinks & Online Reputation Enhancement

18 TIPS FOR USING PR & PRESS RELEASE SYNDICATION 1. If you are going to use a major newswire, use only one, as using multiple companies and getting duplicate results is not value for money or a benefit to your overall reach. 2. Seek out relevant coverage for your industry and align yourself with companies that can provide third party credibility and exposure for your products. 3. Put out press releases regularly, and assign a long term budget for this as it will greatly enhance your online reputation, save deals and produce direct enquiries. 4. Commission web articles, not only about yourself but about the destinations where your resorts can be found, as these, when syndicated properly can produce large amounts of new website traffic and in turn great exposure for your brand.

19 USE SOCIAL MEDIA TO PROTECT YOUR BRAND REPUTATION Controlling the conversation about you!

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23 SOCIAL MEDIA MONITORING IS YOUR MOST POWERFUL TOOL

24 TIPS FOR USING SOCIAL MEDIA 1. Ensure Social Media Monitoring is part of your Marketing Model. 2. Adopt a pro-active approach to responding to complaints publicly. 3. Understand that Social Media is not yet the answer to your lead generation problems, but it is a great customer retention tool. 4. Get your members to add photos and videos of their vacations with you, it s addictive and they ll do most of the work on sites like facebook for you.

25 TAKE FULL ADVANTAGE OF ANALYTICS There s so much useful data available to you.

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28 TIPS FOR USING ANALYTICS 1. Make sure you re not just using the basic functions of Google Analytics, and that it is properly installed on your websites. 2. Build in advanced analytics code to every marketing campaign you do so you can track the results You can t analyze data that was not recorded. 3. Give your members opportunities to interact with you so you can identify those who are most engaged. 4. Make use of custom reports to understand the data you ve collected that is relevant to you specifically and adapt your model to take advantage of this.

29 FINAL OVERVIEW 1. Successful online marketing is fluid and will only be successful if you have a robust marketing model in place from day one. 2. Online marketing is as much about what you do offline as it is online, so be prepared to be accountable for your actions. 3. Customers have the ability to research you to microscopic proportions but you have the ability to do the same back, so take advantage of this. 4. Online marketing is not likely to work in short bursts, and jumping from one provider to another is detrimental so choose wisely and be prepared to commit to a long term strategy for best effect.

30 THANK YOU! perspectivemagazine.com/interactive