Digital Marke,ng ROI How to Place Bets. Craig Schinn

Transcription

1 Digital Marke,ng ROI How to Place Bets Craig Schinn

2 Who am I Experienced marketer with 15 years experience, predominantly in digital marke,ng Worked in consul,ng, agency, tech, and brand Exper,se in display, search, SEO, social, affiliate marke,ng, content marke,ng, mobile, and conversion rate op,miza,on

3 Who Is The Clymb Largest daily deals provider in the outdoor apparel, goods, and adventure travel market 5 million members 700,000 shoppers $60mm in 2014 sales

4 Customer Insight If we have all these people buying gear what are they doing with it? Can we provide authen,c experiences by which they can use the gear and apparel?

5 What we ll cover I. Some digital marke,ng stats around the state of adventure travel II. Three ques,ons you need to think about A. How do I get quality traffic to my site? B. How do I compel that traffic to convert C. How do I engage them through the process? III. What tools do you recommend for me to get the most out of my digital marke,ng?

6 I. Digital Marke,ng + Travel Stats

7 Social Media Is Big Business 18% of travelers are using social media to inform travel choices For those 18-24, the number is 44% Digital Trends for the Travel Industry in 2015 and Beyond (e3)

8 Mobile Is Tablestakes 35% of millenials used a mobile device to plan travel 65% of same- day bookings are on a mobile device

9 Digital disrup,on & the travel industry (iris Concise)

10 The landscape is COMPETITIVE Best Prac,ces in Content Marke,ng for the Travel Industry (NewsCred)

11 II.A: How do I get quality traffic to my site?

12 Quality traffic isn t hard. Just hard work. SEO Paid Search Display Remarke,ng Content Marke,ng + Social Refer- a- friend

13 Organic SEO is your key goal Over 95% of clicks are on the first page of search results. This is where you want to be for key searches.

14 SEO: as much engineering as marke,ng Have high- quality, unique, relevant content. Put key content and links in words, not images. Images should use alt text. Use clear, focused-,tle tags. Construct your URLs in a clear, straighjorward way. Links from high- quality, relevant partner sites. Be mobile- friendly. This is important now to Google.

15 Paid Search start simple, grow, and win Get familiar with AdWords. Use a conversion pixel that shares back your key goal For The Clymb, it s ROAS & revenue/visit Use Google s keyword building tools cau,ously They want you to spend more money Build up your nega,ve keyword filters Panama City is not Panama Nepal earthquake searches are not tourists Build out campaigns that have a cohesive theme that can be op,mized together. I prefer more campaigns with fewer ad groups

16 Paid search Stay focused Keep nearly all your campaigns focused on Exact and Phrase match types Don t expand too far beyond your core. Best Prac,ces in Content Marke,ng for the Travel Industry (NewsCred)

17 Paid Search: Landing Page Quality Maners It is possible to lower cost AND improve quality. Google wants you to do. You ll spend more. We ll touch on conversion rate op,miza,on, but landing page quality score has a lot to do with the cost per click of gepng visitors to your site.

18 Paid Search: Landing Page Quality Opaque landing page Limited content Category- specific content Transparency to product

19 Paid Search: Test, Test, Test Your Copy What sells more trips? $500 off? 30% off? $999 If you are not tes,ng copy, you are not maximizing your sales.

20 Remarket to bounced visitors Over 99% of travel site visitors abandon. Make sure you stay in their top of mind presence AdRoll Google RocketFuel Crea,ve can be automated and feature key calls to ac,on

21 Display may be right (but usually isn t) Unless you re a huge player, display adver,sing outside of remarke,ng usually does not pay out. 3 choices to do it Remnant Programma,c High end, Custom stuff

22 Content Marke,ng is the new SEO and new Display Ad Rather than talk at consumers, we re shiring to speaking with them using anen,on- grabbing content that adds value to consumers lives by providing them with informa,on and entertainment at the right,me and in the right context. David Beebe, head of Marrio2 Interna6onal Content Studio

23 What is Content Marke,ng? Content distributed on your blog, on social, and through content amplifica,on networks throughout the internet Lists, interviews, feature stories, how to s, etc. It s owned, exists forever, and is easily mone,zed.

24 Plus, Content Marke,ng is effec,ve 70% of consumers PREFER gepng to know a company through content than through ads. Content Marke,ng Ins,tute

25 Here s how we do it: Cheeky ar,cles Easily shared & consumed Sor selling

26 Refer- a- friend A small incremental win Provide a reason for visitors to invite others Common Schemes: Inviter gets credit Invitee get credit Inviter/invitee get credit Enter to win Refer- a- friend is an easily outsourced plajorm to engage your visitors to plan travel with others or get incented traffic Social is the new refer- a- friend. Give amazing social sharing tools

27 II.B: How do I convert the traffic I have?

28 You ve got traffic; now you need conversions The importance of product Credibility User Experience Personaliza,on

29 First, a Public Service Announcement First and foremost is your product. Don t bother trying if you don t have the right product. Does your product appeal to a niche of customers with the money to afford it? Are you providing excep,onal value?

30 Credibility Get in the considera,on set Cer,fica,ons/Logos to leverage Reviews are the new word of mouth. 95% of survey responders to a recent NYU survey said they read travel reviews prior to booking Ac,ve discussion boards/blogs show that there are real people gepng their ques,ons answered.

31 Your User Experience Sells Get key informa,on and calls to ac,on in the right place Key informa,on users look for: Dates Reviews Booking Contact informa,on capture Use compelling imagery, but not too large in real estate

32 Which converted bener? Vs. Prominent copy to describe the trip Easy access to book now. More descrip,on upfront 100%+ conversion up,ck

33 The importance of mobile responsive Horizontal scrolling is a conversion killer Bigger fonts and bunons Fewer words where possible.

34 Other Key Ques,ons for UX Are your calls to ac,on in the right place? Are you gepng key informa,on above the fold? Are you tes,ng your naviga,ons and calls to ac,on? Have you simplified roadblocks to things like conversion and capture? Is your site mobile- friendly?

35 Personaliza,on is the icing on the cake Do you know which products customers browsed last? Are you reflec,ng an understanding of their needs? Can you redisplay the trip they last looked at? 17% lir in revenue/visit from The Clymb s personaliza,on efforts

36 II.C: How do I keep my audience engaged throughout the process?

37 Customer Needs are separate at each phase Pre- booking: Content Marke,ng to en,ce the user to book Service is the new selling Booking: Detailed confirma,ons what to know, what ac,ons customer needs to take Post Booking: Help customers prepare packing lists, immuniza,ons, etc. What to expect on your trip Post trip: Thank yous Share pictures Ask for reviews

38 III. Craig s favorite tools to help make the complicated stuff easier

39 The Must Haves capture + ESP Google Analy,cs Google AdWords Retarge,ng solu,on Facebook page and corresponding assets

40 The Next Level Bid Management capabili,es Personaliza,on/product recommenda,ons A/B tes,ng sorware

41 The Nice To Haves Heatmapping tracking sorware Mobile app

42 Closing Takeaways Your customers are social, mobile, and interested in more and more self service Find the digital na,ve with SEO, paid search, content marke,ng, and some limited remarke,ng Test all stages of the funnel to op,mize yield Engage the customer throughout his/her journey

43 Thank you