DAY ONE
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Bootcamp
Binder Review/Agenda Review |
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Common
E-Business Myths and Realities for Tourism Operators |
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Web
developer? Marketing? IT? The real deal on who is responsible
for what
The
top 10 Internet marketing myths revealed and the realities
provided
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Web
Site Design/Development Methodology |
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The
10 step process to design and develop your Web site right the first
time
The important
questions you need to ask before you choose your web developer
The framework
to work effectively with your Web developer
The critical
areas of expertise required to build a dynamite Web presence
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Web Site Objectives Discussion |
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Why
defining objectives is critical to getting the
right web site
Six
objectives you should always have for your web site
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Target Markets Discussion |
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How
to make sure all your target markets are included
How to identify
appropriate web site elements for each target market
What is “WOW”
factor?
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How
to do your Competitive Analysis |
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Why
your online competitor and your offline competitor are not the same
How to find
your online competitors
How to reverse-engineer
your competitor’s site
The 5
step process to do your competitive analysis
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Developing
Your Web Site Storyboard |
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Learn
the importance of storyboarding your Web site
Learn how
to develop your site storyboard
What critical
reviews are needed and why
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Coffee
Break |
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Designing
your site to be Search Engine Friendly |
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Learn
how Search Engines really work
Discover the
Secrets of Search Engine Success
Learn the proven
Methodology to make your site Search Engine friendly (Check the
term tourism internet marketing in Yahoo and Google to see how many
of the top 10 positions are Susan Sweeney or her book Internet
Marketing for Your Tourism Business!)
The key
elements in the Search Engine ranking criteria
How to reverse-engineer
your competition to see how they got the Search Engine
placement they did
How to determine
your most important keywords
Learn about
meta tags – why they are important, which
ones are important, and how to develop them (in plain English)
Learn about
Headers, Alt & Title tags and their importance
with Search Engine ranking
The importance
of Link popularity and Link relevancy and specific
link strategies to maximize your Search Engine
ranking
Tips to ensure
the Search Engines crawl 100% of your site
Can’t be found? Seven reasons why you might
not be included in Search Engine results
Design your
pages to dominate ranking
The one critical
element that most people (even the pros)
miss when optimizing their site for Search Engines
How to choose
the Keywords that are best for attracting YOUR
target market
Learn what
questions to ask Search Engine Placement firms that promise top
Search Engine ranking before you consider big dollars
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Submitting
to Search Engines and Directories |
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Learn
all about pay-per-click search engine and how you can pay
your way to the top without losing your shirt
How the Pay-To-Play
systems work
The latest
Pay-To-Play strategies
Learn the 4-step methodology to maximize your Pay-To-Play
results
How to Pay-To-Play with a limited budget
Learn all
about paid placement enhanced listing and expedited reviews
Learn how
to optimize your ad copy to get more click-thrus
Learn all
about recent changes with major impact in Search
Engine placement and cost to participate
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Lunch
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Web
Site Repeat Traffic Generators |
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What
are repeat traffic generators and how to identify the types of repeat
traffic generators that will work best with your
target market
Identify
the many types of repeat traffic generators and
how to leverage, leverage, leverage them for the maximum marketing
value
What is channel
conflict and why it is critical to make sure you don’t
have i
The value
of “Calls to Action”
The 4
essentials for every repeat traffic generator
Partnering
to maximize the benefits of your repeat traffic generators
3
no-brainer cross promotion opportunities
DMO opportunities
to provide member benefits, repeat traffic, significant link popularity
and link relevancy with one technique
Tips to leverage
your exposure and traffic by branding or syndication
How to monitor
and measure the results of your repeat traffic generators
The 6
greatest missed opportunities with repeat traffic generators
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Permission
Marketing |
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Why
permission marketing is a critically important
element in Internet marketing
What is permission
marketing and how permission marketing works
The 10 critical
elements to successful permission marketing
How to incorporate
permission marketing effectively throughout your web site
How to incorporate
permission marketing through other sites that have your target market
as their visitors
How to incorporate
permission marketing offline
What’s
happening these days with opt-in, opt-out and double opt-in
Get the latest
on the anti-spam laws in plain English
20-40%
of legitimate emails are being filtered out
- 16 Tips on how to stay under the spam radars with your permission
based marketing
The 5
greatest missed opportunities with permission marketing
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Viral
Marketing |
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What
is viral marketing and how to use it effectively
throughout your web site
Why viral marketing
is an strategic element in Internet marketing
How viral
marketing works – tips, tools and resources
available online to make it easy for you
How you can
incorporate viral marketing through your outbound Internet marketing
activities
The
5 greatest missed opportunities with viral marketing
Blogs
What are blogs and what is the application in tourism operations
What technology is used to implement a blog on my site
How often do these need to be updated
What content works best
RSS Feeds
What are RSS feeds and what is their application in tourism operations
What technology do I need to implement RSS feeds
What technology do subscribers need to access my information
The 5 benefits of RSS feeds for tourism operators
Podcasting
What is podcasting
How tourism operators are using podcasting as an effective marketing tool
Mobile Marketing
What is mobile marketing
What are the leading tourism operators doing with mobile marketing
What is this 3G stuff all about? How soon will it be prevalent? What do I have to do to be ready?
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Future
Trends |
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Future
travel and tourism technologies you need to be aware
of today – they will impact your business
Mobile
commerce and its applications for travel and tourism
Future trends
in online marketing
Interactive
e-mail
Coalition
loyalty programs
Webmercials
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Virtual
Tours/Rich Media |
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The
latest in meeting planning kits on CD
Virtual tour
technologies
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Wrap-Up/Q&A
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DAY TWO
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Developing
Your Internet Marketing Strategy
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How
to select the appropriate Internet Marketing techniques to include
in your strategy
Learn a 6
step methodology to develop an effective Internet Marketing
Strategy
How to measure
your success
How to organize
your Internet Marketing activities to ensure everything gets done
Tips on what
to outsource and what to do in-house
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E-mail,
signature files, Autoresponders |
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The
life cycle of an e-mail
10
essential tips on creating effective e-mail messages
What is a
signature file and how do I use it to my best advantage
5
tips on leveraging your “tag line”
Why you should
stay away from BCC
How to
advertise when advertising isn’t allowed
How to synchronize
your marketing message through signature files
What are Autoresponders
and sequential autoresponders? How do they work? What do they cost?
How do I use them for greatest impact?
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Private
Mail List Marketing |
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The
23 most important features you
should know about before selecting your mail list software
How to build
your massive permission based list via the “Big
10”
How to write
messages that will be read
How to learn
more about your recipients interests and build their profile
How to nurture
your customer list
What a Call-to-Action
(CTA) is, why you need it, what type of CTA work best and
where you should put it on your website and email promotion
How often
should you communicate with your list
When TO
send and when NOT TO send communication
to your list
How to manage,
cleanse and promote your list
3
critical things you need to be doing with your private
mail list
CRM
and its importance with our mail list
7
testing strategies to improve your response rates
6
rates or ratios you need to measure to improve your response
rates
Learn all about
the new anti-spam legislation (in plain English)
How to check
if your emails will actually reach your prospects before you send
it
Learn how
spam filters work
16
tips to stay underneath the spam radar
What impact
are the spam filters having on my mail list marketing
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Public
Mail List Marketing |
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What
are Publicly Accessible Mail Lists and how to find appropriate publicly
accessible mail lists for your marketing effort
The 4
critical elements to Public Mail List marketing
Mail
list netiquette
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Direct
Mail List Marketing |
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What
are Direct e-mail lists?
How do direct
e-mail list companies work?
What does
this cost?
Tips on converting
Direct e-mail list subscribers to your private mail list subscribers
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Coffee
Break |
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Newsgroup
Marketing |
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What
are newsgroups, discussion group and forums
How you find
appropriate groups and forums for your business
5
ways to use groups for your benefit
What is lurking
and why is it important
2 ways to
advertise when advertising isn’t allowed
The 3
biggest mistakes you can make participating in groups
Newsgroup
netiquette
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Link
Strategies |
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What
do the terms link popularity and link relevancy
mean
Which search
engines use link popularity and link relevancy in their search engine
ranking criteria
Two
7-step strategies provided to you step-by-step to significantly
increase the number of relevant links to your site
6 tips to
increase the number of links to your site from your site content
Strategies
to impact your link relevancy score
How to enable
linking to your site anytime of the day or night effortlessly
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Meta-Index
Listings |
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What
are Meta-Indexes, and why they are important
5 benefits
of Meta-Index listings
How
to find appropriate meta-indexes
4 things
to consider when evaluating fee-based meta-indexes
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Online
Advertising |
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What
is keyword banner advertising? Geo-targeted banner advertising?
Where to spend
a limited advertising budget. What Not to waste money on
Discover the
4 advantages online advertising has over offline
advertising
5
tips to create a banner ad that will generate great results
How to determine
whether you should use an online advertising agency
The
good, the bad and the ugly about banner advertising pricing
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Award
Programs |
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What
are the benefits of having an “award winning”
site
How to find
travel and tourism online awards
6
steps to hosting your own awards program and the 5 major
benefits to hosting it
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Media
Relations |
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How
to develop your online media strategy
The 8
elements of successful digital press or news releases
How and when
to distribute your release
12
tips from journalists on how to get their attention
Why a Media
Center is an important element of your site
How to develop
your online Media Center
The 12
elements every Media Center should include
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E-zines/Online
Publications |
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What
are e-zines?
Which is better
e-mail based e-zines or web based e-zines?
How to find
the e-zines that appeal to your target market
The 6 advantages
to e-zine participation
5
ways to participate in e-zines
4 tips on
making the most of your e-zine participation
7
guidelines for e-zine advertising
How to start
your own e-zine
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Lunch
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Web
Rings |
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What are Web Rings and how do they work?
How do I participate and what will it cost?
6 benefits for Web Rings users and 3
major benefits for Web Ring participants
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Partnering
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3
key criteria when evaluating strategic partners
6 great
Partnering Opportunities presented in a step-by-step format
for
Destination
Marketing Organizations (DMOs), Hotels, Attractions, Golf Courses,
Travel Agencies and Tour Operators
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Revenue
Generation/Member Benefits |
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Revenue generation or additional member benefit opportunities for
DMOs and associations
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Affiliate
Programs |
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What
is Affiliate Marketing? What are Affiliate Programs
and How do they work?
What decisions
do I need to make?
Where do I
find affiliates?
What are the
3 major benefits to having an affiliate program?
How can I
participate in other affiliate programs to generate revenue?
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Coffee
Break |
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Web
Traffic Analysis |
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What
is web traffic analysis software and how do I access
and use it?
What kind
of information can I access from these reports?
Which web
traffic reports are most important
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Web
Metrics |
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How
can I measure my online success?
What web metrics
or measurements are important?
I will walk
you step-by-step through the following calculations: |
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·
Conversion Ratio
· CPV – Cost per visitor
· CPS – Cost per sale
· NPPS – Net profit per sale
· ROI – Return on Investment
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Offline
Promotion |
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How
to effectively use offline promotion promote your Web Site
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Wrap
Up/Q&A/Graduation from Bootcamp
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