Online Marketing and Communication PDF

**Online marketing and communication** [02/10 ] \> Why Go Online? \- Expand your business globally \- Sell products or services online \- Establish an online presence for your business \- Enhance your business's visibility on the web \- Track and analyze web traffic \> You don't need a websi...

**Online marketing and communication** [02/10 ] \> Why Go Online? \- Expand your business globally \- Sell products or services online \- Establish an online presence for your business \- Enhance your business's visibility on the web \- Track and analyze web traffic \> You don't need a website to have an online presence: \- Create an \"online home\" \- Utilize local listings (Google, Yellow Pages, Yelp, etc.) \- Develop websites \- Build mobile apps \- Engage through social media platforms \> Building an Online Presence \- Local Listings: Use directories like Google, Facebook, Bing, TripAdvisor, Expedia, The Fork, etc. to list accommodations, restaurants, shops, tours, travel insurance, transportation, and more. \- Platforms like Booking.com, Kayak for various services. - Mobile Apps: Examples include Skyscanner, Airbnb, Uber, etc. - Social Media: Engage on platforms such as Facebook, Instagram, YouTube, etc. - Marketing Your Online Presence: How will customers find you online? \- Search Engines: \- SEO (Search Engine Optimization): Get your site ranked in organic search results by optimizing content and keywords to attract the right audience. \- SEM (Search Engine Marketing): Pay for ad space in search results through systems like Google Ads, using an auction process to bid on relevant keywords. \- Display Advertising: Create ads to promote your business across websites. \- Email Marketing: Collect email subscribers and engage them with targeted messages. - How Websites Work: 1\. Server: A computer connected to the internet that hosts your website\'s files (code, images, etc.). Hosting services manage these technical aspects in exchange for a fee, similar to renting a physical store space. 2\. Web Browser: Tools like Chrome, Safari, Firefox that allow users to access and interact with websites. 3\. IP Address: A unique set of numbers that identifies any device connected to the internet, helping it communicate with the server. 4\. Web Address (URL): The address you type into the browser to access a website. \> Key Elements of a Website: \- Domain Name \- Homepage and website structure \- Target audience \- Hyperlinks to guide navigation \> Website Content Strategy: 1\. Define your goals by understanding customer needs. 2\. Outline key actions visitors should take on your site. 3\. Develop a basic sitemap. 4\. Create high-quality, relevant content. 5\. Add, edit, and optimize content for search engines. 6\. Use your content as a marketing tool to attract traffic. [09/10 ] - Building Dynamic Websites: \- Static Sites: Fixed pages like \"About Us,\" \"Services,\" or \"Contact Us.\" \- Dynamic Sites: These feature real-time updates, interactive elements, and frequently changing content, like events, testimonials, or FAQs. \> Making Your Website User-Friendly: 1\. Navigation: Structure your site to make it easy for visitors to find what they need. 2\. Design Consistency: Maintain a uniform page layout, including colors and fonts. 3\. Calls to Action (CTA): Prompt visitors to take the next step, such as signing up or purchasing. \> Website Design Do's and Don'ts: I. [Speed:] \- Avoid slow loading times by optimizing images and simplifying design. \- Compress large files and reduce unnecessary high-resolution images. [II. Mobile-Friendliness:] \- Ensure the site is responsive, adapting automatically to different screen sizes. Use tools like Google's Mobile-Friendly Test. III\. [Easy Contact Information:] \- Make sure your address and phone number are easy to find, especially for mobile users with GPS functionality. IV\. [Testing:] \- Test your website on various browsers and devices (Chrome, Safari, Windows, Mac...) VI\. [Customer-Oriented Content:] \- Prioritize user-friendly content like real customer testimonials and relevant images. **Do\'s** **Don\'ts** ------------------------------------ --------------------------------------------- Ensure fast load times Build only for desktop devices Optimize image resolution Force users to click too many times Keep website structure simple Overload the site with unnecessary elements Test on different platforms Launch without testing Prioritize user-friendly design Use images with excessive resolution Focus on helpful, engaging content Ignore the importance of testing [16/10 ] - Search Engine Optimization (SEO) Basics \> How Search Engines Work: \- Crawling: Search engines \"crawl\" the web using bots to find content by following links across pages. \- Indexing: Once found, search engines organize this content into an index---a vast database of web pages. Duplicate content may be excluded. \- Ranking: Search engines rank indexed content based on its relevance to the search query. Hundreds of factors, like keywords, links, and content freshness, influence ranking. \> What Search Engines See: \- Title: Defined by the title tag, it should accurately reflect page content. \- Text: Use keywords relevant to your products and services. \- Images: Assign descriptive file names to images (e.g., \"red-t-shirt.jpg\" instead of \"image.jpg\"). \> Search Engine Optimization: \- SEO (Search Engine Optimization): Optimizing your content and website to rank high in organic (unpaid) search results. \- SEM (Search Engine Marketing): Paid ads to appear in search results, targeting specific keywords. \> Why SEO and SEM Matter: \- 64% of website traffic comes from search engines. \- 92% of traffic is generated by the first page of results. \- Boosts brand image and credibility. \- SEO has a better ROI than traditional media. [23/10 ] - Optimizing for Tourism Websites: \- Mobile Optimization: 46% of users won't return to a site if it doesn't function well on mobile. \- SEO in Tourism: Ranking high for relevant keywords on Google is more effective than traditional ads or social media because users are actively searching for what you offer. - How other websites can work for you Your website's search engine optimization (SEO) performance is affected by both on-site and off-site factors. While what you do on your own site is important, what happens off your site---like how other websites interact with yours---can significantly influence your SEO results. Here's how other websites can boost your SEO: 1\. Backlinks: \"Votes of Confidence\" Backlinks are links from another website to yours. They act like a \"vote of confidence\" for your site. Search engines often interpret these links as indicators that your site is trustworthy and high-quality. Here's how backlinks work for you: - Quality Over Quantity: It's more important to have a few quality links from reputable sites than many low-quality links. - Legitimacy: Links to your site should come from legitimate, relevant sources. These are the links that boost your SEO. - How to Get Backlinks: - Create excellent content on your site that others find valuable and worth sharing. - Use content marketing: Encourage others to write about you or link to your website by creating content that is informative, unique, or highly relevant to your audience. The key is to focus on creating resources or articles that naturally attract backlinks because other sites want to reference your content. 2\. Social Media: Expanding Your Reach Social media is another powerful tool for off-site SEO. When your content gets shared on social media platforms, it reaches a broader audience and can drive more traffic to your site. Social media works for your SEO in several ways: - Increased Visibility: Sharing your content on platforms like Facebook, Instagram, LinkedIn, or X (formerly Twitter) increases your site's visibility and promotes your business. - Engagement: Interacting with users and encouraging them to share your content can increase your chances of being noticed by search engines. - Content Creation for Social Sharing: Like with backlinks, the best way to encourage social media shares is to produce quality content. People are more likely to share helpful, interesting, or entertaining material, which further promotes your site and strengthens your online presence. Une image contenant capture d'écran Description générée automatiquement [20/11] The 10 most popular media platforms in 2023 are: Facebook (3 billion of active users) YouTube (2,5 billion of active users) WhatsApp (2,8 billion of active users) Instagram (2 billion of active users) WeChat (1,3 billion of active users) Messenger (931 M of active users) TikTok (1,2 billion of active users) Telegram (800 M of active users) +2 - Social Media Marketing Strategy - What is it? Driving traffic and sales\ Tapping into influencer networks\ Building brand awareness\ Amassing an engaged audience\ Connecting with customers and prospects Providing customer support. \> Social Media Marketing Strategy 1\. Goals: The outcomes you want from your efforts and how you'll measure them. 2\. Target audiences: Researching and defining your easiest customers. 3\. Metrics: Creating a data-driven marketing strategy. 4\. Content mix: Recurring ideas or post types to include in your social media programming. 5\. Channels: The social networks you want to dedicate your time to and what you'll use them for. 6\. Infrastructure: Setting up the process and tools to execute your strategy efficiently. 7. Improvements: Adapting and innovating on your progress during the year. \+ Plan your social media content and automate what you can to make time for the tasks you can't [21/11] - Marketing campaigns What is a marketing campaign? Promote a product through different media, including television, radio, print and online platforms. A specific, defined series of activities used in marketing a new or changed product or service, or in using new marketing channels and methods. - Some marketing campaigns are complex, and some are simple **Complex** - More than just advertisements - Leverage multiple mediums - Use a sequence of messages over a timeframe - Support positioning - Define a brand experience - Handle the campaign fulltime and selling - Important budget **Simple** - Use a single medium - With a single message - One call-to-action - Less expensive - Planning your marketing campaigns When you know how many new customers you need, you can calculate how many new leads you'll need and then, design campaigns to generate the number of leads over the course of the year. - Digital marketing for hotels Use a SOSTAC plan: 1. SITUATION -- where are we now? How, why, how? Provide relevant customer insight - analyse your competitors and which platforms they are using 2. OBJECTIVES - where do we want to be? Where would you like to see your hotel/resort? SMART objectives 3. STRATEGY -- how do we get there? Thing about segments, target markets, objectives, positioning. CRM is a healthy strategy for hotels 4. TACTICS -- how exactly do we get there? Communication the right content. 5. ACTIONS -- who does what and when? Internal resources and skills together with external agencies 6. CONTROL -- how do we monitor performance? Keep track through user-experience reviews and conversion rate optimization. Track for: frequency and duration spent on the website - Social Media: Social media is an amazing medium to build a following and start a conversation with your customers. Send coupons and deals to followers easily through posts. FACEBOOK: for building and audience and stable image. Post 1-3 times a day. Experiment with Facebook live. TWITTER: not really made use of. Use it as a platform for easy bookings. INSTAGRAM: great photos. 76% of people post wish list on vacation \>\> REPOST potential. Instagram stories Don't forget to answer the requests! Web design: your website has to be user and mobile-friendly. - PPC campaigns or paid search: Targeted PPC campaigns for hotels and resorts - Goal Setting -- Define what the hotel or resort marketing teams want to get out of the PPC campaign and the budget. - Keywords -- Make strategic bids for keywords that will bring the right traffic and are the most likely to help meet the goal. - Creatives -- Great copy and great design are critical for a successful PPC campaign when there is so much competition for attention. - ROI -- Measure the success of the campaigns in ways that are data-driven and results defined by the goal setting step. - Adjust -- Make changes to steps 1, 2, and 3 based on the results. Campaigns are fluid and can be adjusted as necessary. \+ Personalised email marketing \+ Content is king - Smart hotel marketing strategies to increase bookings \+ Be easily searchable online \+ Most travelers (75%!) start by using a search engine to find places to stay, so stay on top of your SEO. Use popular hotel keywords in your site copy, and make sure your site loads super-fast. \+ Don't rely on organic optimization alone! Bid on Google's Search and Display Networks (don't forget hotel ads!), Bing, social platforms like Facebook and Instagram, and websites like Trip Advisor and Kayak. - REMARKET VS RETARGET Did you know that the abandonment rate for booking hotels online is 75%? - Retargeting is a critical component for hotel marketing due to the fact that travelers are distracted not only by everyday distractions, but to the fact that there are hundreds of other options they can choose from. - Remarketing is a way to connect with customers who previously purchased from your website or mobile app: use email to re-engage with your customers or audience that have already shown interest in or done business with your brand. - Ensure you're targeting the right audience Many hotels have a variety of customers of different income levels, since they may offer rooms on the more extravagant side (like the presidential suites) and other rooms that are often sold at discount prices. These two audiences need to be broken down and targeted separately. If necessary, you may need to split your audiences into two, three, or even four separate campaigns to ensure you're sending the right message to the right prospect. \+ Allocate more marketing budget during peak booking seasons \+ Provide incentives to get people interested \+ Build local partnerships \+ Don't just market t e hotel, market the location \+ Ensure your website is both simple and breathtaking \+ Go above and beyond in customer service before, during, and after their stay