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I hope you had a great lunch It’s always challenging to be next to lunch because digestion is kicking in but I can do it I’m glad to be here to present you the 7 tips to market your traval offer on the Web in english this year Yes, I have a quebecquer accent, but when I travel people this it’s really cute so I hope you will find it too
I’m associate in Parkour3 marketing agency located in old Montreal. Parkour3 in 3 facts: 15 years in business Google Partner and 2 Google certifications (Adwords and Analytics) 1 dragon dens, a quebecer one: Serge Beauchemin
What we do: Drive your business growth using marketing
Here are our key travel clients: DMO: destination tourisme laval, îles de la madeleine, cantons de l’est, centre-du-quebec, mauricie Travel agencies: athentik canada, aventures nouvelle-france Hotels group: hotellerie champetre, riotel
In 2015, I published « 3 key travel trends for 2016 » a white paper where I share my expertise has a travel marketer on key trends that will impact your bottom line (show whitepaper) So here are the 3 key travel trends before we start the 7 tips to market your travel offer on the Web
First trend: the Rise of the sharing economy Did you know that 52% of American s have rented, borrowed or put up at lease products and services they used to buy? The traveler and citizen share now everything: their meals at home, their car, their apartment and so on We consume less and we share more Why do we do this? For saving money, loving planet earth and enhance experience (are the main reasons) More than 60% of millenials and 42% generation X prefer to use sharing economy mobile apps for traveling Unlikely, 72% of Americans don’t know what the term « sharing economy » means. That means we are real business people here ;)
Second trend in the book: Quest for authenticity is stronger than ever 89% of travelers want to live like the locals 78% of travelers says their best trips are the one where a friend greeted them or when they interacted with locals On the other side, authentic travel marketing is on every marketer lips Which is somehow paradoxical because authentic travel marketing is not authentic anymore, right? (Am I crazy to think this? ;) ) How can we merge those 2 and generate growth for your business or destination?
Third trend: Internet of everything Did you know that in 2008, number of connected objects shifted worlds’ population? Enterprises who will stand out will be the ones who will innovate beyond technology and enhance customer experience with memorable experiences Barcelona understood this and is now one of the first smart city in the world
AND I was supposed stop at 3, but here is a 4th one just for you guys
Brands are now publishers, the end of marketing as we know it Brands are no longer pushing their promotional offers to consumers, disturbing their main habits and hoping to be noticed They now are smarter than this (and you should too ;) ): They create non promotional content that builds a relationship with the brand Just like Marriot did when creating their own publishing studio and webserie Hot Shoppe We also created a webserie for our client, Tourisme Laval, called Laurence Inc featuring Laurence, a candid business event planner struggling with funky clients requests
So now that you understand the 3 and 4 travel trends, let’s talk about the main subject of this conference 7 tips to market your travel offer on the Web I want this to be very practical so you can leave the conference and put some insights in actions for your business So let’s start!
Think mobile, mobile and context! Traveling is the perfect match for mobile. Think about it: you are somewhere you don’t know anything about you don’t have your landmarks (point de repere) and you need to plan things to do quickly because you are excited to discover everything that the destination has to offer in a really small amount of deserved off time (just like me ;) ) You need to go from point A to B quickly Mobile answers that, you have it in your pocket with you everywhere
Why is it so important? 54% of travelers use mobile devices for travel information 25% of online travel revenue is from mobile devices, representing +80% since 2014 in Canada
There is also important changes in Google Algorithm, again! Since April 21 2015, Google punishes non-mobile friendly pages on mobile So if your website in not responsive or doesn’t have a mobile version, your website is punished in google ranking on relevant terms for your brand The algorithm works with pages and not by website so if one page is mobile friendly it won’t be punished but if your whole website isnt mobile friendly except this page, all the other pages of your website will be punished No more « mobile friendly » badge on search results, it is now common sense for Google
L’algorithme s’applique en temps réel valables pour chacune des pages et non au site entier Ainsi si une seule page (sur tout le site) est optimisée pour mobile, elle sera mise en avant dans les recherches sur mobile.
So, how to test your enterprise is mobile friendly? Take the free test with the Google Mobile friendly test Here is an example for Tourisme Montréal which doesn’t pass the test
You aren’t convinced yet? Businesses using a mobile friendly website noticed: 65% conversion growth More than 100% growth on transactions and revenues
I’m pretty sure you are now convinced You might ask me: How to get greater ROI with mobile? The answer is simple: go with a responsive website if you are not already there It’s Google approved for organic rankings (SEO) and also easier to manage (one website instead of 2 versions: mobile and desktop)
Context is everything when you travel with mobile You need to put yourself in your customer shoes to understand him very well (I love bowling so I putted a picture with bowling shoes! ;)) To succeed, you need to adapt your message to each context: Moment of the day Geolocation Navigation and consumer habits
Second tip: Optimize your local presence What is local presence? It’s when your consumers are searching for your services of Google Maps, Maps on Apple, TripAdvisor, Yelp and so on You want them to find you easily Local SEO is focused on providing results that are relevant to a searcher based on their current location Any queries with a city name, neighborhood name, region name is a local query For example: here, I search « gatineau hotels » and you can see below the google map, here are the Local SEO search results (best western plus gatineau ottawa is the first one) Paid results (4 here) are now hiding the local search results since Google Algorithm changes
So where to start? Claim your business on the local directories which are relevant for your customers Make sure descriptions are optimized for search engines and are relevant Make sure all address structures are the same on all local directories (ex: 2nd floor is not the same as 2th floor) Upgrade your local presence with pictures & videos Build a strategy that ensures all customers are invited to submit a review
Third tip: explore content marketing Remember when I told you at the beginning of my conference that brands are now publishers? Content Marketing will make your brand a publisher It is the perfect mix between « your business objectives » and « what your customers wants in their journey » In the middle, you find content marketing Content marketing is not build to be promotional, it is build to be subtle You answers your target customer needs by providing relevant content that builds trust with your brand
Why is it so important? Content is created for your customers and search engines (good for SEO) Content speaks better to millennials Content increases trust and builds a strong relationship with the brand. Trust converts into sales. Social platforms change, but content stays
Content is not only articles, photos and videos It’s so much more than that I love this chart. Depending on your campaign objective (awarness or purchase) and on the communication style (emotional or rational), you choose the right type of content that fits your needs For example, infographics and guides are great for rational content when your customer is not ready to buy yet Interactive demos, checklists and case studies are also great for a rationnal purchase decision ready consumer
How to do it? Step 1 Identify your business objectives and target audience: If you don’t know where you want your business to go and who you are talking to, you won’t achieve it Set business goals and key performance indicators (KPI) Collect & analyze primary and secondary data on your target audience (GA, Facebook Insights, eMarketer) Create personas
Step 2: Create a content marketing strategy Define the editorial line (tone, foundation of your content creation) Choose relevant themes and topics Select contributors, their frequency and level of contribution (weekly, monthly, quaterly) Choose the best platforms to diffuse each type of content (is it your website, medium, facebook, linkedin and so on) Create an editorial calendar (what to post, when, where, adapt content to medium)
Step 3: Spread, measure and optimize constantly Create content and spread based on the editorial calendar Create a content marketing dashboard with your KPIs Optimize constantly
Content marketing doesn’t provide a fast ROI It’s a mid-long term marketing strategy If you expect quick results, Adwords would be a better idea The breaking point is a little bit after year 2 as you can see After 3 years, you can expect 3 times more leads per dollar than advertising. Great, isn't’ it? It’s worth the effort, what do you think?
4th tip: Manage your online reputation Did you know that 61 % of customers read online reviews before making a purchase? You can use those free online tools to help you manage your reputation: Google Alerts: a must have for everyone if you don’t already have. Each time a content comes out in google search, you will be automatically noticed Social mention is also great to crawl social media content on your brand and see what people are saying about you
How to do it? Answer negative AND positive reviews Even more important when the review is negative If you take time to answer a negative review, the prospect will have more chance to contact your business
5th tip: Optimize user experience User experience optimization is so much underated There is an average of 9.7 screens per house An average adult looks at a screen 8.5h per day (enormous!, now i understand why I need massages ;) ) Companies typically spend $92 to bring customers to their site, but only $1 to convert them Conversion rates typically range from 1 to 3 percent with conversion optimization and UX Which is enormous: imagine growing your online sales of 1% or even more 3%!
La navigation doit être intuitive Toutes les pages de votre site mobile doivent rester sur le mobile, et non renvoyer vers des pages de votre site web Appeler à l’action avec des call-to-action Adapter la taille des éléments sur vos page (mobile VS desktop) Créer de l’animation dans la navigation pour qu’elle devienne plus attrayante Utiliser des tests A/B pour voir quelle version convertit le mieux (Attention à ne changer qu’un seul élément à la fois)
How to do it? Do you know A/B testing? A/B testing is the most used testing method for improving conversion rates In 2010, President Obama changed the call to action from learn more to sign up and raised an additional $60 millions just using A/B Testing Pretty impressive, right?
How? Do you know this? You can track where the mouse (or fingers!) of your users are on your website. Magic right? For example, here is a page of a fashion article website using this technique You can see where people take more time with the red spots: title, author bio, text and so on Very interesting because you can optimize a lot of things from there: make the bio more prominent for example, etc.
How? Remember I was talking about getting to know your customers very well and building personas? Here is one step further: mapping the complete customer experience journey of your client It can go from your website, social media, google, to your customer experience in your point of sale, by phone, by email (customer service) Most of all: optimize it A client of us did it and it payed very well, he noticed 35% increase in his sales in just one test location
6th tip: Experience new ways of buying advertising Advertising is falling while content marketing is rising Adblockers are stronger than ever So if you still do advertising, you have to do it right and optimize your investment, right? You have to explore new ways of doing advertising RTB : Real Time Bidding What is it? You can now buy ads in real time by bidding, like a big marketplace, stock exchange in NYC
Is it a New Concept? Not really, it exists since 2000 with Google Adwords where you can buy keywords by bidding 16 years old, a teenager! (teenager crisis, that’s why we noticed RTB I think ;) )
You can explore native advertising What is it? Basilically, it’s Paid Articles They are perceived being more credible and relevant to consumers Consumers look 52% more native adversitisng than ad banners You can drive 9% more trafic with native advertising and Drive 18% more intention to buy than with banner ads Here is a relevant example of Netflix Serie Orange is the new black on the New York Times. The article provides informational content on women inmates for the reader, really subtle (netflix logo and orange uniforms)
7th tip: Leverage key opinion leaders Like I said, advertising in its traditionnal way is less and less effective today We have to focus on other marketing strategies You have to leverage key opinion leaders for your brand Like your old PR firm: ambassadors promote your brand with authenticity
Key opinion leaders are: Loyal to your brand Enthusiastic and engaged: they comment and share your posts and even create content for you try your services before everyone else and review them You have to keep a really good relationship with them
Here is one key example of leveraging opinion leaders for the Chinese market with the new direct flight from Pékin to Montreal Australian Tourism Destination uses key Chinese celebrities to drive more Chinese travelers Chinese people drive a cult to their celebrities and Australia used it, smart. They invited them for a free trip in Australia and they share their content on Tourism Australia website (articles, photos and so on) Cheap way to drive brand awareness for this promising market
That’s it for the 7 key travels trends to market your travel offer on the Web I Hope you enjoyed it and you can put it easily in practice for your brands You can have your free book on 3 key travel trends if you come at our booth Tuesday and Wednesday or you can give me your business card now if you want the electronic copy We also have popcorn at our booth (paid snacks at bienvenue quebec so always fun to eat free popcorn and grab your free book on key travel trends) We also have free popcorn bag to take home and some fun travel goodies
7 tips to Market your Travel Offer on the Web
7 Tips to Market Your Travel Offer
on the Web
Bienvenue Québec 2016
by Karine Miron, Marketing Director & Partner at Parkour3
years in business
Google certifications + Google Partner Agency
Dragon from Dragons’ den : Serge Beauchemin
Parkour3 marketing agency in 3 Facts
Déployer des stratégies, alignées sur vos objectifs
d’affaires, qui répondront aux besoins et attentes de
votre clientèle. Humains, nous misons sur l'excellence
de notre service pour bâtir des relations à long terme.
What We Do
Drive your business growth using marketing
Why Is It So Important?
54% of travelers use mobile
devices for travel information
25% of online travel revenue is from
mobile devices, representing +80%
since 2014 in Canada
Important Changes in Google’s Algorithm, Again!
Google punishes pages which are not mobile friendly
Solution: free Google mobile friendly test
Your goal: get a green checkbox
How to Test?
Businesses using a mobile friendly
➔ +65% conversion
➔More than 100% growth on transactions and
How to Get Greater ROI with Mobile?
➔ Responsive website = Google approved solution
Adapt Your Communications to Client’s Context
➔ Put yourself in your client’s shoes
Adapt your message to each
- Moment of the day
- Navigation and consumer
crédit photo : http://zebaz.com/blog/la-collecte-des-donnees-cle-de-voute-du-marketing-digital-22/
2- Optimize Your Local Presence
Local SEO is focused on providing results that are relevant based on the
1. Claim your business on the local directories which are relevant for your customers
2. Make sure descriptions are optimized for search engines and are relevant
3. Make sure all address structures are the same on all local directories (ex: 651 Notre
Dame ouest is not the same as 651 Notre-Dame ouest)
4. Upgrade your local presence with pictures & videos
5. Build a strategy that ensures all customers are invited to submit a review
Where to Start?
3. Explore Content Marketing
Why Is It So Important?
1. Content is created for your customers and search engines
1. Content speaks better to millennials
1. Content increases trust and builds a strong relationship with the brand.
Trust converts into sales.
1. Social platforms change, but content stays
How to Do It? Step 1
Identify your business objectives and target
Set business goals and key performance indicators (KPI)
Collect & analyze primary and secondary data on your target
crédit photo : http://blog.manobyte.com/-reasons-why-marketers-should-have-a-persona-based-marketing-
Create a content marketing strategy
Define the editorial line
Choose relevant themes and topics
Select contributors, their frequency and level of contribution
Choose the best platforms to diffuse each type of content
Create an editorial calendar
Spread, measure and optimize constantly
Create content and spread based on the editorial calendar
Create a content marketing dashboard with your KPIs
crédit photo : http://www.socialnetworks.uzh.ch/research/socialmedia/diffusion.html
Source: Étude Kapost & Eloka juin 2012: http://marketeer.kapost.com/wp-content/uploads/2012/06/Content-Marketing-Kapost-Eloqua-eBook.pdf
4. Manage Your Online Reputation
➔ “61% of customers read online reviews before making a purchase”
◆ Take a look at your online reviews
➔ Use these free online tools
◆ Answer the negative AND positive reviews
➔ Even more important when you
have a negative review
5. Optimize User Experience
“Companies typically spend $92 to
bring customers to their site, but
only $1 to convert them”
“Conversion rates typically range
from 1 to 3 percent with conversion
optimization and UX”
➔ A/B Testing
“A/B testing is the most used testing method for improving conversion rates.”
“President Obama raised an additional $60 million, using A/B Testing.”
➔Take a look at how users browse your website and optimize it constantly
6. Experience New Ways of Buying Advertising
➔ RTB : Real Time Bidding
➔ What is it? You can now buy ads in real-time by bidding
First RTB Platform
Today, RTB is used by many advertising platforms
What is it? A paid article is perceived as being more credible and relevant
source des chiffres : http://www.ipglab.com/wp-content/uploads/2013/06/sharethrough-IPG-Infographic-11x17-CMYK_nobleeds.jpg
7- Leverage Key Opinion Leaders
➔ Your goal: promote your brand with authenticity
◆ Your best consumers are the best natural ambassadors for your brand
Key opinion leaders type
crédit photo : http://www.cushmancreative.com/supercharge-your-next-bioresearch-
7- Key Opinion Leaders Are …
They comment and share your
They share content about your brand
and create content
Try your services/products and write
Loyal to your brand
crédit photo : http://www.desantisbreindel.com/social-ceo-brand-
Australian Tourism Destination uses key Chinese celebrities to drive more Chinese
For the Chinese Market
Get your free book on
key travel trends at our
Let’s eat free popcorn together at our booth and
discuss key travel trends! (you will also get a free popcorn bag to take home,
Thank you !
Marketing director &