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Optimizing your Camp’s Optimizing your Camp’s Online PresenceOnline Presence
By James Davis By James Davis
Communications PyramidCommunications Pyramid
Organizational Big IdeaWho we are, What we do. Why do we exist?
Organizational Big IdeaWho we are, What we do. Why do we exist?
Communications StrategyPrint Word of Mouth Digital
How will we get our big idea out to the world?
Communications StrategyPrint Word of Mouth Digital
How will we get our big idea out to the world?
Online StrategyHow do we harness the power of the
internet?
Online StrategyHow do we harness the power of the
internet?
Creating OutpostsSocial Media, Online
Advertisements, Links back to us
Creating OutpostsSocial Media, Online
Advertisements, Links back to us
Mastering One Way Mastering One Way CommunicationCommunication
Be a good listenerBe a good listener Collect Data – What Collect Data – What
do your customers do your customers want?want?
Talk about what Talk about what people want to people want to hearhear
Talk when others Talk when others are listeningare listening
To whom are we talking?To whom are we talking?
Great Internet Great Internet Presence means Presence means communicating to communicating to two audiences:two audiences:
Campers/ParentsCampers/Parents
Search Engines!Search Engines!
Search Engine OptimizationSearch Engine Optimization
Search Engine Empathy – What do they Search Engine Empathy – What do they want?want? Provide their users with the best possible sites.Provide their users with the best possible sites.
Most linked to (talked about)Most linked to (talked about) Best ReviewedBest Reviewed Most relevant to keywords searched for.Most relevant to keywords searched for.
Frequency, Location, and Density of KeywordsFrequency, Location, and Density of Keywords Freshest contentFreshest content Most usable (no broken links!)Most usable (no broken links!) Fastest loadingFastest loading Not to be lied toNot to be lied to
Getting People to Link to Your Getting People to Link to Your SiteSite
Ask for them!Ask for them! Raffle a campership to people you know for a link.Raffle a campership to people you know for a link.
Make posts for Camp Business, Camp Make posts for Camp Business, Camp Leadership, other publications.Leadership, other publications.
Relevant links are better – religious groups, Relevant links are better – religious groups, camps, camping associations, camping blogs.camps, camping associations, camping blogs.
Social MediaSocial Media Claim your business listings!Claim your business listings!
Places to claim listingsPlaces to claim listings
Google Google PlacesPlaces
BingBing YahooYahoo YelpYelp CitysearchCitysearch YextYext AlexaAlexa Merchant Merchant
CircleCircle
HotfrogHotfrog MantaManta YellowbotYellowbot Super PagesSuper Pages YelloweeYellowee DexKnowsDexKnows FourSquareFourSquare Judy’s BookJudy’s Book
YP.comYP.com Insider Insider
PagesPages KudzuKudzu Local.comLocal.com Many more!Many more!
When Claiming your When Claiming your Listing…Listing…
Fresh content every timeFresh content every time Tedious, but tells search engines you aren’t Tedious, but tells search engines you aren’t
cut/pasting stuff all over the internet.cut/pasting stuff all over the internet. Make sure you link back to your siteMake sure you link back to your site These listings are more for search These listings are more for search
engines than to drive your business – engines than to drive your business – know to whom you’re communicating! know to whom you’re communicating! (keywords!!)(keywords!!)
Your Website ItselfYour Website Itself
Must communicate to customers AND search Must communicate to customers AND search engines.engines. Don’t embed words in images – Search Engines Don’t embed words in images – Search Engines
can’t see them!can’t see them! Don’t password protect content that will help SEO!Don’t password protect content that will help SEO!
Make sure you’re sending a clear message Make sure you’re sending a clear message about who you are – don’t assume any about who you are – don’t assume any person has heard of you, much less a search person has heard of you, much less a search engine!engine!
Keywords in your title, meta description, tags, Keywords in your title, meta description, tags, headers, posts/paragraphs.headers, posts/paragraphs.
How a Search Engine Sees You How a Search Engine Sees You Part 1Part 1
Reviews
Keywords in title
KEYWORDS
What a Search Engine Sees What a Search Engine Sees NextNext
Keywords in Header Text
And Finally – Keywords on And Finally – Keywords on PagesPages
UsingUsing
WithoutWithout
overusingoverusing
is the keyis the key
to talkingto talking
to searchto search
enginesengines
withoutwithout
ignoringignoring
the needsthe needs
of yourof your
customercustomerss
Google Talks BackGoogle Talks Back
google.com/webmasters/toolsgoogle.com/webmasters/tools
Page speedPage speed
Picture sizePicture size Pics look the same at different sizes, load much Pics look the same at different sizes, load much
fasterfaster Back end optimizationBack end optimization
http://www.webpagetest.orghttp://www.webpagetest.org Wordpress plugins – WP Minify, Force GZIP, Super Wordpress plugins – WP Minify, Force GZIP, Super
CacheCache
Other ways customers find us Other ways customers find us onlineonline
Social Media (Facebook, Twitter)Social Media (Facebook, Twitter) Tough to generate new business – but great to Tough to generate new business – but great to
keep old business.keep old business. To generate new business, must relate exciting To generate new business, must relate exciting
things – new events, offerings, pictures, philosophy. things – new events, offerings, pictures, philosophy. You’re counting on other people sharing YOUR You’re counting on other people sharing YOUR content.content.
AdvertisementsAdvertisements Local city websitesLocal city websites Facebook AdvertisingFacebook Advertising Google AdwordsGoogle Adwords
When to Run an Adwords When to Run an Adwords Campaign for Summer CampCampaign for Summer Camp
June
Sept-Dec
Google Keyword Search: Summer Camp
When People Look for When People Look for RetreatsRetreats
OctJan
Dec
Google Keyword Search: Retreat Center
Conference Centers Conference Centers vs. vs.
Retreat CentersRetreat CentersConference Center
Retreat Center
4x more searches for Conference CentersAre you a Conference Center or a Retreat Center?
Or Both?
Summer Camp vs. Conference Summer Camp vs. Conference Centers vs. RetreatsCenters vs. Retreats
Summer Camp Conference Center Retreat Center
AugFeb
How do we use these data?How do we use these data?
AdWords campaigns – cheap, and AdWords campaigns – cheap, and they’ll give you $100 to start.they’ll give you $100 to start.
Gear website content toward the Gear website content toward the people who are seeking to do business people who are seeking to do business with you that time of year.with you that time of year.
Is Online Marketing Worth Is Online Marketing Worth it?it?
http://www.vk.org/wpsite/retentionhttp://www.vk.org/wpsite/retention
Customize these values –Google adwords will charge you $1-$3 per click. Can you convert 1 in 300 of those clicks? Figure out what you need to break even on an ad, since these numbers can’t account for exponential gains.
Don’t forget your Don’t forget your customers!customers!
Figure out your big picture messageFigure out your big picture message We all have great properties – what makes We all have great properties – what makes
YOU special?YOU special? Decide to whom you’re marketingDecide to whom you’re marketing
What do people want to read about your What do people want to read about your camp?camp?
Marketing to yourself, or to your Marketing to yourself, or to your customers?customers?
What age does your content target?What age does your content target?
Fresh Content IdeasFresh Content Ideas
All content on your site must fit into your All content on your site must fit into your “big picture” message.“big picture” message. Blog posts:Blog posts:
What’s happening at your site?What’s happening at your site? What’s your philosophy?What’s your philosophy? What makes you special?What makes you special? What can guests expect?What can guests expect? Testimonials from kidsTestimonials from kids Pictures from the summer with keyword rich Pictures from the summer with keyword rich
descriptions.descriptions. Publish your newsletterPublish your newsletter
The time is now!The time is now! Most camps haven’t optimized their Most camps haven’t optimized their
online presence – first movers have a online presence – first movers have a huge advantage.huge advantage.
Questions?Questions?
http://www.vk.org/wpsite/marketinghttp://www.vk.org/wpsite/marketing for the Powerpoint for the PowerpointEmail Email [email protected]