Free ebook - 101 Ways to Promote your tourism website

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101 Ways to Promote your tourism website.zip (2.76 MB)
Free ebook - 101 Ways to Promote your tourism website
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4-4-2010 19:42

Chapter 1:
Planning Your Web Site 1
The Fundamentals—Objectives, Target Markets, and Products
and Services ................................................................................... 2
Common Objectives .......................................................................... 3
Advertising Your Travel-Related Products, Services, or
Destination ............................................................................ 4
Selling Your Destination, Vacation Packages, and
Travel-Related Products or Services Online ........................... 4
Providing Customer Service and Support ................................... 4
Providing Destination, Accommodation, Product, or Corporate
Information ........................................................................... 5
Creating and Establishing Company Identity and
Brand Awareness ................................................................... 5
Other Primary Objectives .......................................................... 5
Other Objectives to Consider up Front ..................................... 6
Designing Your Site to Be Search Engine Friendly ..................... 6
Including Repeat Traffic Generators on Your Site...................... 7
Getting Visitors to Recommend Your Site .................................. 7
Using Permission Marketing ...................................................... 7
Creating Loyalty among Visitors ............................................... 8
Including “Stickiness” Elements ................................................ 8
Including Interactive Elements ................................................... 8
A Final Word on Objectives ............................................................... 9
Target Markets .................................................................................. 9
Travel-Related Products and Services ............................................... 11
The Fundamentals ........................................................................... 12
Using Competitor Sites to Your Advantage ...................................... 12
Storyboarding Your Web Site ........................................................... 14
Detailed Web Site Planning .............................................................. 16
Content Notes ................................................................................. 17
Text Notes ....................................................................................... 18
Color Notes ..................................................................................... 18
Navigation Notes............................................................................. 19

Graphics Notes ................................................................................ 20
Visual Notes .................................................................................... 21
Other Notes ..................................................................................... 22
Internet Resources for Chapter 1 ..................................................... 22
Chapter 2:
Designing Your Site to Be Search Engine Friendly 23
Methodology to Make Your Site Search Engine Friendly ................. 24
Understanding Search Engines ......................................................... 24
Decide Which Search Engines Are Important ................................... 26
Learn the Search Engine Ranking Criteria ....................................... 27
Keywords Are Critical ..................................................................... 30
Brainstorming, Surveying, and Reviewing Promotional Material . 32
Review Competing and Industry-Leading Web Sites ................ 33
Assess Your Web Site Traffic Logs ........................................... 34
Keyword Suggestion and Evaluation Tools .............................. 35
Fine-Tuning Your Keyword Phrases ......................................... 35
Assign Specific Keywords to Specific Pages ...................................... 41
Title Tags—Use Descriptive Page Titles ................................... 42
Keywords Meta-Tag ................................................................. 44
Description Meta-Tag .............................................................. 46
Alt Tags ................................................................................... 46
Hypertext Links ....................................................................... 46
Domain Name and File Names ................................................ 47
Body Text—Header Tags and Page Copy ................................ 48
Headings—Header Tags................................ 48
Page Copy ........................................................................ 48
Spamming ........................................................................................ 50
Quality Guidelines—Basic Principles....................................... 53
Quality Guidelines—Specific Recommendations ..................... 54
Other Important Design Factors ...................................................... 55
Frames ............................................................................................. 55
Robots.txt, Meta-Robots Tag .......................................................... 56
Clean Code Is King .................................................................. 57
Navigation Techniques............................................................. 57
Revisit Meta-Tag ...................................................................... 58
Cascading Style Sheets (CSS).................................................... 58
Dynamic Pages and Special Characters .................................... 58
Splash Pages and the Use of Rich Media .................................. 59
Use of Tables ........................................................................... 59
Custom Error Pages ................................................................. 60

Image Maps ............................................................................. 60
Optimization for Search Localization ...................................... 61
Monitoring Results .......................................................................... 62
Internet Resources for Chapter 2 ..................................................... 64
Chapter 3:
Web Site Elements That Keep ’Em Coming Back 65
Rationale for Encouraging Repeat Visits ......................................... 66
Use a What’s New Page for Repeat Visits ........................................ 66
Free Stuff—Everyone Loves It .......................................................... 67
Everyone Wants the Best Price—Coupons and Discounts ................ 68
Specials, Promotions, and Packages ................................................. 69
A Calendar of Events Keeps Visitors Informed ................................ 70
Luring Customers with Contests and Competitions ......................... 70
Creating Useful Links from Your Site .............................................. 73
Providing a “Featured” or “Tip of the Day/Week” to Encourage
Repeat Visits ................................................................................ 74
Ensuring Your Site Gets Bookmarked .............................................. 76
Encourage Repeat Visits with Your Site of the Day.......................... 76
MP3s/Podcasts ................................................................................. 76
Distribution through RSS Feeds and Autoresponders ...................... 77
Internet Resources for Chapter 3 ..................................................... 77
Chapter 4:
Permission Marketing 78
Permission Marketing Explained ..................................................... 78
Uses of Permission Marketing .......................................................... 79
Personalization ................................................................................ 80
Sell the Benefits ................................................................................ 81
Cooperative Permission Marketing .................................................. 82
Incentive-Based Permission Marketing ............................................. 82
A Closing Comment on Permission Marketing ................................ 83
Internet Resources for Chapter 4 ..................................................... 83
Chapter 5:
Spreading the Word with Viral Marketing 84
Capitalizing on Viral Marketing Opportunities ............................... 85
Word of Mouth ........................................................................ 85
Pass-It-On Viral Marketing ..................................................... 89
E-Books ........................................................................... 90
Fun Videos ....................................................................... 90
Checklists................................................................................. 91
Podcasts, MP3, or Audiozine ................................................... 91
Articles ..................................................................................... 91
Virtual Postcards ..................................................................... 91
Internet Resources for Chapter 5 ..................................................... 92
Chapter 6:
Great Content 94
The “WOW” Factor ........................................................................ 95
eBrochures and iBrochures............................................................... 96
Audio and Video .............................................................................. 96
Podcasts ........................................................................................... 97
Trip Planners ................................................................................... 97
Interactive Maps .............................................................................. 99
Interactive Elements ....................................................................... 100
Blogs and Wikis ............................................................................. 101
Internet Resources for Chapter 6 ................................................... 101
Chapter 7:
Landing Pages 102
What Is a Landing Page? ............................................................... 102
Considerations for Landing Page Content ..................................... 104
Testing Your Landing Page ............................................................ 105
Landing Page Content ........................................................... 106
Landing Page Layout and Presentation ................................. 106
Internet Resources for Chapter 7 ................................................... 107
Chapter 8:
Search Engine and Directory Submissions 108
Submission Process ........................................................................ 108
A Closer Look at Search Engines and Directories .......................... 109
Submitting to the Search Engines ................................................... 112
Free Submissions .................................................................... 113
Paid Inclusion ........................................................................ 113
Automated versus Manual Submission................................... 114
Is Your Page Already Indexed? .............................................. 114
Submitting to the Directories ......................................................... 114
Preparing Your Directory Submission .................................... 116
Pay Careful Attention to Titles and Descriptions ................... 117
Pay Careful Attention to All Fields on the Submission Form . 118
More Directory Submission Tips............................................ 118
Keep a Record of your Submissions ............................................... 120
Effective Use of Submission Tools and Services .............................. 120
Complete Your Site before You Submit .......................................... 122
Get Multiple Listings ..................................................................... 122
Some Final Pointers ....................................................................... 123
Internet Resources for Chapter 8 ................................................... 124
Chapter 9:
Developing Your Pay-to-Play Strategy 125
Generating Targeted Traffic Using PPC Advertising ....................... 126
Exploring PPC Campaigns in Google and Yahoo! ......................... 127
How PPC Campaigns Work .................................................. 128
Where Do Your Ads Appear?................................................. 129
Maximize Exposure with Contextual Advertising.......................... 131
Geo-Targeting Your Campaigns ..................................................... 131
Dayparting..................................................................................... 132
Maximizing Your Exposure ........................................................... 132
Maximizing Your Budget ............................................................... 133
Internet Resources for Chapter 9 ................................................... 134
Chapter 10:
The E-mail Advantage 135
Making the Connection ................................................................. 136
E-mail Program versus Mail List Software ..................................... 136
Effective E-mail Messages .............................................................. 137
The Importance of Your E-mail Subject Line ......................... 137
E-mail “To” and “From” Headings Allow You to Personalize .. 138
Blind Carbon Copy (BCC)..................................................... 138
Effective E-mail Message Formatting ..................................... 139
A Call to Action ..................................................................... 140
Appropriate E-mail Reply Tips .............................................. 141
Always Use Your Signature Files ............................................ 141
Discerning Use of Attachments .............................................. 141
Expressing Yourself with Emoticons and Shorthand ...................... 142
E-mail Marketing Tips ................................................................... 145
Include a Brochure and Personal Note .................................. 146
Provide Customer Service ...................................................... 146
Gather a Library of Responses .............................................. 146
Following Formalities with E-mail Netiquette ....................... 146
Graphic Headers and HTML................................................. 147
Reply Promptly ...................................................................... 147
Leverage with Viral Marketing .............................................. 147
Internet Resources for Chapter 10 ................................................. 148
Chapter 11:
Utilizing Signature Files to Increase Web Site Traffic 149
Presenting Your e-Business Card .................................................... 149
How to Develop Your Signature File ............................................. 150
Graphic Headers and HTML................................................. 151
The Do’s and Don’ts of Signature Files .......................................... 152
Creating Sig Files to Bring Traffic to Your Web Site ...................... 154
Using Signature Files as an E-mail Template .................................. 157
Internet Resources for Chapter 11 ................................................. 157
Chapter 12:
Autoresponders 158
What Are Autoresponders? ............................................................ 158
Why Use Autoresponders? ............................................................. 159
Types of Autoresponders ............................................................... 161
Autoresponder Features ................................................................. 161
Personalization ...................................................................... 161
Multiple Responses/Sequential Autoresponders ..................... 161
Size of Message ...................................................................... 162
Tracking................................................................................. 162
HTML Messaging .................................................................. 162
Successful Marketing through Autoresponders .............................. 162
Internet Resources for Chapter 12 ................................................. 163
Chapter 13:
Consumer Generated Media 164
What is Consumer Generated Media? ........................................... 165
Why Consumer Generated Media is Important ............................. 165
The Effect of CGM on Corporate Reputation ............................... 166
CGM—Opportunity or Threat? .................................................... 167
Developing a Social Media Strategy ............................................... 168
Where Do You Find Consumer Generated Media? ........................ 169
How Do You Use Consumer Generated Media? ............................ 170
Internet Resources for Chapter 13 ................................................. 171
Chapter 14:
Establishing Your Private Mailing List 172
Why Have Your Own Mailing List? .............................................. 173
Permission-Based Marketing .................................................. 173
The Issue of Privacy ............................................................... 176
Where We Need To Be ................................................................... 176
The Right Mail List Technology .................................................... 177
Using Your E-mail Program ........................................................... 177
Using Mail List Software ............................................................... 178
Outsourcing Your Mail List ........................................................... 180
Building Your Database or Mail List ............................................. 182
Promoting Your Private Mail List .................................................. 183
Your Communication with Your Mail List .................................... 184
Stay under the Spam Radar ........................................................... 187
Recent Legislation .......................................................................... 190
Measure, Measure, Measure .......................................................... 192
Why E-mail is Not Dead ................................................................ 192
E-mail as the Killer App—The Latest ............................................. 194
The Good News—RSS and E-mail are Not Mutually Exclusive .... 195
Internet Resources for Chapter 14 ................................................. 195
Chapter 15:
Effective Promotion Through Direct Mail Lists 196
How Direct Mail List Companies Work ........................................ 197
How to Select a Direct Mail Company .......................................... 198
How to Work with a Direct Mail List Company ........................... 198
Costs Related to Direct Mail List Marketing ................................. 199
Make the Most of Your Direct Mail List Marketing ...................... 200
Internet Resources for Chapter 15 ................................................. 201
Chapter 16:
Developing a Dynamite Link Strategy 202
Links Have an Impact .................................................................... 203
Links Have Staying Power ............................................................. 203
A Quick Talk about Outbound Links ............................................ 204
Google Webmaster Guidelines on Link Schemes ............................ 205
Strategies for Finding Appropriate Link Sites ................................ 206
Explore These URLs ...................................................................... 207
Tools to Identify Your Competitors’ Links ..................................... 209
Other Potential Link Strategies ...................................................... 210
Winning Approval for Potential Links ........................................... 211
Making Your Link the Place to Click ............................................. 214
To Add or Not to Add with Free-for-All Links .............................. 214
Add Value with Affiliate Programs ................................................ 215
Maintaining a Marketing Log........................................................ 215
A Word of Caution with Link Trading........................................... 215
Internet Resources for Chapter 16 ................................................. 216

Chapter 17:
Maximizing Promotion with Meta-Indexes 217
What Are Meta-Indexes? ............................................................... 217
How to Find Appropriate Meta-Indexes ........................................ 219
Enlisting Meta-Indexes for Optimal Exposure ............................... 222
Internet Resources for Chapter 17 ................................................. 223
Chapter 18:
Winning Awards, Cool Sites, and More 224
It’s an Honor Just to Be Nominated ............................................... 225
Choosing Your Awards and Submitting to Win ............................. 226
What’s Hot and What’s Not in the Name of Cool ......................... 227
Posting Your Awards on Your Site ................................................. 228
Becoming the Host of Your Own Awards Gala.............................. 228
Internet Resources for Chapter 18 ................................................. 229
Chapter 19:
Online Advertising 230
Expanding Your Exposure through Internet Advertising ............... 231
Maximize Advertising with Your Objectives in Mind .................... 232
Online Advertising Terminology .................................................... 233
Banner Ads ............................................................................ 233
Click-Throughs ...................................................................... 233
Hits ........................................................................................ 233
Impressions or Page Views ..................................................... 234
CPM ...................................................................................... 234
CPA ....................................................................................... 234
Keywords ............................................................................... 234
Geo-targeting ......................................................................... 235
Jump on the Banner Wagon ........................................................... 235
Exploring Your Banner Ad Options ............................................... 236
Banner Ad Tips .............................................................................. 238
Interesting Banner Ads ................................................................... 239
Location, Location, Location ......................................................... 242
Search Engines ....................................................................... 242
Content Sites .......................................................................... 242
Banner Ad Price Factors................................................................. 243
Considerations When Purchasing Your Banner Ad ........................ 243
Make Sure Visitors Can See Your Banner ...................................... 244
Making It Easy with Online Advertising Networks ....................... 244
Behavioral Advertising ................................................................... 246
Re-targeting ................................................................................... 246
Bartering for Mutual Benefits with Banner Trading ....................... 246
Form Lasting Relationships with Sponsorships .............................. 247
Commercial Links.......................................................................... 248
Sponsoring a Mailing List .............................................................. 248
Online and Offline Promotion ....................................................... 248
Advertising Through Content Integration ...................................... 249
Video Advertising .......................................................................... 249
Social Network Advertising ........................................................... 249
A Few Final Thoughts to Remember ............................................. 250
Internet Resources for Chapter 19 ................................................. 251
Chapter 20:
Maximizing Media Relations 252
Managing Effective Public Relations.............................................. 253
Benefits of Publicity versus Advertising.......................................... 253
What Is a News Release? ............................................................... 254
Writing a News Release ......................................................... 254
Notice of Release ........................................................... 254
Header ........................................................................... 255
Headline ........................................................................ 255
City and Date ................................................................. 255
The Body ....................................................................... 255
The Close ....................................................................... 256
Advantages of Interactive News Releases ....................................... 256
Sending News Releases on Your Own versus Using a
Distribution Service ................................................................... 257
Golden Tips for News Release Distribution ................................... 260
News Release Timing and Deadlines...................................... 261
Monthly Magazines ....................................................... 261
Daily Newspapers .......................................................... 261
TV and Radio ................................................................ 261
Formatting Your E-mail News Release .......................................... 261
What Is Considered Newsworthy .................................................. 262
What Isn’t Considered Newsworthy .............................................. 263
Developing an Online Media Center for Public Relations .............. 263
Internet Resources for Chapter 20 ................................................. 266
Chapter 21:
Increasing Traffic Through Online Publications 267
Appealing to Magazine Subscribers on the Net.............................. 268
What Exactly Are E-zines? ............................................................. 268
Web-Based E-zines ......................................................................... 269
E-mail E-zines ................................................................................ 269
Using E-zines as Marketing Tools .................................................. 270
Finding Appropriate E-zines for Your Marketing Effort ................ 271
The Multiple Advantages of E-zine Advertising ............................. 272
Guidelines for Your Advertising ..................................................... 273
Providing Articles and News Releases to E-zines ........................... 274
Reasons You Might Start Your Own E-zine ................................... 275
Developing Your Own E-zine ........................................................ 276
eBrochures and iBrochures—The Latest in Online Publications ..... 278
Internet Resources for Chapter 21 ................................................. 280
Chapter 22:
Really Simple Syndication 281
What Is RSS? ................................................................................. 282
How Does RSS Work? ................................................................... 282
RSS Content Options ..................................................................... 283
Benefits of RSS............................................................................... 285
How to Promote Your RSS Content .............................................. 286
What is Social Bookmarking? ........................................................ 288
Why is Social Bookmarking Important? ........................................ 288
Getting the Most out of Your RSS ................................................. 290
RSS versus E-mail .......................................................................... 291
Internet Resources for Chapter 22 ................................................. 292
Chapter 23:
Blogs & Wikis 293
What are Blogs & Wikis? .............................................................. 294
How Do I Create My Blog or Wiki? .............................................. 295
Do Your Research .................................................................. 295
Determine Your Objectives for Starting a Blog ...................... 295
Decide on the Content and Tone of Your Blog ...................... 296
Choosing Blog Software ........................................................ 296
The Legalities......................................................................... 296
Schedule Your Posts ............................................................... 296
Writing Your Blog .................................................................. 296
Search Engine Ranking for Your Blog .................................... 297
Organize and Archive Your Entries ....................................... 297
Track Your Blog’s Readership ................................................ 297
To Blog or Not to Blog? ................................................................. 297
Pros and Cons of Blogging .................................................... 299
Avoid Classic Blog Mistakes .......................................................... 300
Underestimating the Time Commitment ................................ 300
Overestimating the Marketing Impact ................................... 300
Irregular or Infrequent Updating ........................................... 300
Writing for the Search Engines and Not for the Blog ............. 301
Promote Your Blog ........................................................................ 301
Resources for Chapter 23 .............................................................. 302
Chapter 24:
Podcasting & Videocasting 303
What Is Podcasting?....................................................................... 304
What Is Videocasting? ................................................................... 304
Advantages of Podcasting .............................................................. 305
Setting up Your Podcast ................................................................. 305
Decide on Content and Frequency ......................................... 305
Develop the Format ............................................................... 305
Gather Your Podcasting Equipment ...................................... 306
Recording Your Podcast......................................................... 306
Publishing Your Podcast ........................................................ 307
Outsourcing Your Podcast ............................................................. 307
Podcast Content............................................................................. 308
Promoting Your Podcast ................................................................ 309
Internet Resources for Chapter 24 ................................................. 311
Chapter 25:
Mobile Marketing 312
What Is Mobile Marketing? ........................................................... 312
SMS—Short Messaging Service ...................................................... 313
MMS—Multimedia Messaging Service .......................................... 314
Instant Messaging .......................................................................... 314
LBS—Location-Based Services ....................................................... 315
Profile Specific Advertising ............................................................ 315
Mobile Blogging ............................................................................ 315
Subscribed Content ........................................................................ 316
Benefits of Mobile Marketing ........................................................ 316
Internet Resources for Chapter 25 ................................................. 318
Chapter 26:
Interactive Mapping 319
What is Interactive Mapping? ........................................................ 319
Why is Interactive Mapping Important to the Travel and
Tourism Industry? ...................................................................... 321
How Do You Do It? ...................................................................... 323
How Do You Leverage Interactive Maps? ..................................... 325
Internet Resources for Chapter 26 ................................................. 327
Chapter 27:
The Power of Partnering 328
Ideal Partner Sites .......................................................................... 328
Partnering Opportunities ............................................................... 329
Internet Resources for Chapter 27 ................................................. 331
Chapter 28:
Web Traffic Analysis 333
Web Analytics Defined................................................................... 334
Key Performance Indicators ................................................... 335
Common Measurements of Performance ....................................... 335
Click-Through Rate ............................................................... 335
Unique Visitors ...................................................................... 335
Time Spent ............................................................................. 336
Click Stream Analysis ............................................................ 336
Single-Page Access ................................................................. 336
Leads Generated or Desired Action Taken ............................ 336
Customer Conversion Ratio ................................................... 337
Net Dollars per Visitor .......................................................... 337
Cost per Visitor ...................................................................... 337
Form Abandonment ............................................................... 337
Impact on Offline Sales ......................................................... 338
Return on Investment (ROI).................................................. 338
Monitor What Matters to Your Business ....................................... 338
Determine What Works—A/B Testing as a Start ............................ 339
Keep It Simple........................................................................ 341
Give It Time .......................................................................... 341
Tracking Your Tests ............................................................... 341
Go Deeper—Use It or Lose It ......................................................... 342
Bringing It All Together—Use What You’ve Learned From
Other Sources ............................................................................ 343
Segmenting Your Target Market .................................................... 344
Choosing a Web Analytics Solution ............................................... 346
Look at Yourself .................................................................... 346
Look at Technology ............................................................... 346
Look at the Vendor ................................................................ 348
Popular Web Analytics Vendors ............................................. 350
Closing Comments on Web Analytics ............................................ 350
Internet Resources for Chapter 28 ................................................. 351
About the Author .......................................................................... 352

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