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Effective Tourism Marketing
Improving Engagement & Conversion
by R. A. Burrell, Internet Honey
Pagosa Springs Tourism ConferencePagosa Springs, Colorado
April 25, 2012
Critical Path To Conversion
Manage The Funnel
Engagement Rate
ConversionRate
Manage The Funnel
Almost All Already Know You:
Branded Keywords +Direct +Email +Leads
Convert The Convered
Manage The Funnel
Engagement Rate
ConversionRate
1. Identify which ones are in the market this year:Email: "Coming To Colorado?"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: Points Program
1. Own Your People
More Engaging
Manage The Funnel
Engagement Rate
ConversionRate
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
Sample Data Collection
6. Know Your Audience
3. Have A Conversation
3. Have A Conversation
More Conversions
Engagement Rate
ConversionRate
Create More Soft Conversion Points with a ReasonSweepstakesFacebook (with caution)Build Your Own TripGet A QuoteSend To A FriendHave Us Call YouTalk To A GuideCall NowHave QuestionsGet deals on FacebookGet a free pictureNot Deals
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
Manage The Funnel
Engagement Rate
ConversionRate
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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