Before you get started as an AllTrips Marketing client, we are already behind the scenes finding ways to improve your digital marketing presence. The first step of our process is creating a Marketing Report Card.
In your Report Card, you’ll find a lot of information about your company’s web presence – some that you may not even know! First, we take a look at your website to see if you are using Google Analytics. This is a free tool that allows users to track all kinds of data about their website usage.
Next, we’ll take a look at your Search Engine Optimization, commonly called SEO. Whether or not your website is properly optimized for Search Engines can make or break your online presence! Ever wondered how websites show up first in Google, Bing, and Yahoo search results? You guessed it – good SEO. With a good SEO strategy, you can expect to see a large chunk of your overall website traffic coming directly from search engines.
We follow that up by taking a look at your Local Search, Reviews, and Paid Advertising. These are all very important to digital marketing. Local search listings can greatly impact your SEO and make a big difference in whether or not people are finding you online. You may have noticed the new Google carousel:
These results are pulled directly from Google+ Local listings. We determine if you are showing up here for related keywords and if so, how to improve your presence. If you aren’t showing up, we can help you get there!
Reviews are a crucial element to any travel business. Get this: 80% of consumers have changed their mind after reading a negative review. Still thinking online reviews aren’t that important? Think real word of mouth is better? Consider this: 72% of consumers trust online recommendations as much as those from their friends. The big 3 of review websites for travel businesses are TripAdvisor, Google+, and Yelp. Stay tuned for our future posts about reviews for tips and advice!
Paid advertising is a great way to spread the word about your business and reach the right audience. Ads at AllTrips are highly targeted, putting your business’s name in front of the customers you want to have. AdWords, run by Google, is another option for paid advertising that we help many clients with.
Our next section of the Report Card focuses on conversions. A conversion could be a click on a “Book Now” button, a download of a rental form, etc. If you have an online booking engine, the main conversion would be an actual booking. Having a mobile website is a big factor in conversions, too. With the number of people browsing on smartphones and tablets, you can’t afford to lose out on visitors because of the slow-loading desktop version of your website.
Finally, we look at turning your customers into advocates. These are the people that write great reviews, tell their friends and family, and return year after year. We suggest keeping in touch with your advocates with social media and email newsletters. Social media is constantly growing. There are more networks, more features on existing networks, and lots of advertising opportunities. We help clients navigate through the sea of options and determine what the best strategy will be. We’ll cover more on strategy in our next blog post! Email newsletters are a great way to send a thank you note, keep in touch about specials, send seasonal photos, and more.
Contact us if you are interested in having your own Marketing Report Card!