Declare Your Independence Key Website Tactics to Increase Direct Online Bookings.

Transcription

1 Declare Your Independence Key Website Tactics to Increase Direct Online Bookings

2 #1 Watch Your Competitors

3 Myth #4: Last Click Attribution Never Assume You re Doing it Right Wal-Mart Founder: 'Most Everything I've Done I've Copied From Someone Else Keep a close eye on rates vs immediate competition Reviews are EXTREMELY important these days #1

4 Myth #4: Last Click Attribution What can YOU offer nobody else can? #1 Advertise Your Best Rate Guarantee or Book Direct & Save to compete with OTAs, use remarketing

5 #2 Install Cart Abandonment

6 Myth #4: Last Click Attribution Cart Abandonment #2

7 Myth #4: Last Click Attribution Cart Abandonment #2

8 Myth #4: Last Click Attribution Cart Abandonment #2

9 Myth #4: Last Click Attribution Cart Abandonment #2

10 #3 Remarketing & RLSA Lists

11 Remarketing Those ads that follow you Perfect for Brand Recognition Great spot to mention Book Direct and send them to a landing page #3 Only 10-20% of website visits go to your specials page

12 RLSA Ads #3 Remarketing Lists for Search Ads Adjust your Pay Per Click bids to automatically increase for returning visitors Upload your list to Adwords as a Custom Audience and set bids higher to make sure they see them

13 #4 Actually USE Your Own Website (and your competitors )

14 Myth #4: Last Click Attribution Mobile First Is Where It s At Micro-moments happen on a mobile device, catch guests there Make the searching process easy (be sure you test!) Capture them as a lead rather than trying to get to make a reservation #4

15 Myth #4: Last Click Attribution Create a User Friendly Website #4 Capture Points! Quick Contact Forms, Newsletter Signups, Enticing Buttons Popup Modals Still Work, be careful on mobile though

16 Myth #4: Last Click Attribution Love Your Booking Engine! It s the Most Important Section of Your Website #4

17 #5 Your Content Is Your Voice (something OTA s Can t Touch)

18 Myth #4: Last Click Attribution Content vs- Content 2018 Blog Posts with Lots of Keyword Dense Topics #5 Blog posts focused on satisfying user intent and becoming useful More Photos! Videos with People (Iphone, Go Pro, Selfie Stick) Maps, Street Views, Interactive Content, TruPlace, Matterport

19 Myth #4: Last Click Attribution Ideas for Adding Content To Your Website & Social Media #5 Feature a guest review on your Facebook feed (one per week) Write Blogs that Answer Users Questions (use AnswerThePublic.com for Ideas) Use your cell phone for Facebook Live Videos

20 Myth #4: Last Click Attribution User Generated Content Guest Reviews on your Properties #5 FAQ on Each Property Page Photo Contests & Video Contests

21 #6 Customer Service is Key

22 Myth #4: Last Click Attribution Customer Service is a ranking factor? #6 Customer service and your online reviews tell Google a tale about your company First Impressions are a Key to Success, ie, Facebook and Google Reviews More Trusted than reviews on your website (which are filtered)

23 Social Stats On Customer Service Myth #4: Last Click Attribution #6 Source: /social-customer-service-infographic

24 #7 Collect User Search Data

25 Most Popular Search Terms? #7 Use this information to build pages on your website to help users

26 Most Popular Amenities, Bedrooms & More! #7 Drill down your target audience Similar Results or Search for New Unit Acquisition

27 #8 Invest In Pay Per Click

28 Myth #4: Last Click Attribution Pay Per Click = Easy ROI #8 Don t manage yourself, unless you are well trained Leave it to the pros who do it daily

29 Myth #4: Last Click Attribution Pay Per Click Large Percentage Of Bookings #8 Easy way to gain direct traffic and bookings Don t be scared to pay the ROI will be there IF you have a quality product

30 Myth #4: Last Click Attribution Pay Per Click Don t Forget About Bing! #8 Bing is the prime renter demographic for many companies Higher Conversion Rates Small impression share though

31 #9 Be Social, Be Real

32 Social Media is for Social Interaction Busy Lives Create Micro-Moments Promote your experience, not your rentals Always Remember 80/20 #9

33 Myth #4: Last Click Attribution FACEBOOK NEWS January 2018 In January, Mark Zuckerberg announced that Facebook would be changing its news feed algorithm to prioritize content from friends, family and groups. As we roll this out, Zuckerberg wrote, You ll see less public content like posts from businesses, brands, and media. And the public content you see more will be held to the same standard it should encourage meaningful interactions between people. #9

34 Meaning Facebook is becoming more Pay to Play than ever before #9 Don t lose hope Zuckerberg says to post quality content that users will interact with ie. Don t promote your business, but promote an experience

35 #10 Put Some Love into your Marketing

36 Myth #4: Last Click Attribution Great ROI for Low Cost #10

37 Myth #4: Last Click Attribution But you have to do it right #10 Branding and Brand Recognition is Very Important Entire purpose of ? Get them to your website Keep them familiar with your brand Make your an extension of the feeling your product gives someone.

38 Quick Tips #10 Personalize (could be one route, but do it right) Be knowledgeable about your area and what's going on Don't just sell the product, sell the experience Mobile First design (appeal to the Iphone X all the way to Office 16)