Online Marketing Workshop

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Online Marketing Workshop

• For Scenic Rim Tourism Operators
• Beaudesert, Boonah and Ipswich regions

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Why are you here?

• What are your expectations?
• What do you want to
• leave this room with?

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What did you get yourselves into?
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• Online Tourism Data
• Web 2.0

• Pay Per Click
• Webdesign mistakes
• Analytics

Keyword Research Page/Site Optimisation Direc
tories and Link Building
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Live examples

• www.grannymacs.com
• www.barneycreekcottages.com
• www.floatingimages.com
• www.boonahvalleymotel.com.au
• www.moogerah.com
• www.lavenderhillfarm.com.au
• www.worendo.com
• www.peppers.com.au/Hidden-Vale
• www.chfest.com
• www.margaretgoldsmithartist.com.au
• www.corknfork.com.au
• www.jbtselectrealty.com.au
• www.zengarra.com

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How does one sell to someone who searches?

• Rethink your Web Strategy or Fail.
• Not an Afterthought
• Many Marketers Still Forget What It Takes to
  Excel in the Online Space

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Review of available online tourism market
intelligence, statistics and resources

• Travel Daily, Travelmole
• Australian Tourism Export Council (ATEC)
• Sustainable Tourism CRC Newsletter
• Queensland Tourism Industry Council (QTIC)
• Tourism Australia Essentials Newsletter
• Tourism Research Australia Tourism Research
  Australia free publications
• Department of Industry Tourism and Resources
• Australian Bureau of Statistics (including hotel
  occupancy)
• Tourism Forecasting Committee
• QLD Specific
• Tourism Queensland Tourism Queensland free
  market intelligence
• Queensland Smart State
• Statistics Queensland (OESR - Office of Economic
  Statistical Research)
• Airport and Airlines - BNE and GC
• Tourism Marketing Blogs

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Web in 2007
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Web 2.0?
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Paradigm shift

• Web 1.0
• My content
• My software
• Directories
• Limited interaction
• Limited reach
• Total control

• Web 2.0
• User content
• Public software
• Self organising
• Social media
• Increased reach
• Reduced control

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Trip Advisor my reputation
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Basic Web 2.0 human needs
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5 common webdesign mistakes

• Use of frames
• The title of each page of the website is exactly
  or almost the same and does not tell you (nor the
  search engines) what the page is about
• All the keywords for the page have been added in
  the ltkeywordgt meta tag
• There are too many links on a page
• Javascript, Graphic menus and extensive Flash is
  being used.

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• Americans are responsible for generating roughly
  20 percent of the garbage in the world.

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The importance of Niche

• Why the future of business is selling less of
  more
• Businesses with distribution power can sell a
  greater volume of otherwise hard-to-find items at
  small volumes than of popular items at large
  volumes
• The LONG TAIL

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The Long Tail

• A high-frequency population is followed by a
  low-frequency which gradually "tails off".
• The infrequent events (the long tail) can make up
  the majority of the graph.

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What you cannot afford not to know about web
development
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SEO vs SEM
MARKETING Aka PPC
OPTIMISATION Aka Organic Aka Natural
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Difference between traditional marketing and
search marketing and its implications
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Search Engine Marketing
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What do Paris and SEM have in common?

• http//chartreuse.wordpress.com/2006/09/18/why-par
  is-hilton-is-famous-or-understanding-value-in-a-po
  st-madonna-world/

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Morning tea