This action might not be possible to undo. Are you sure you want to continue?
Find your keys @ www.tourismkeys.ca
Tourism Keys A Handbook for Tourism Operators
Strategic Tourism Development and Marketing Partnership for Northern Ontario
This manual, its supporting website ( www.tourismkeys.ca) and workshops for the tourism industry have been developed under the guidance and support of the Partnership CRM Steering Committee by: Todd Lucier, Northern Edge Algonquin firstname.lastname@example.org Jill Vandal, the Tourism Company email@example.com D’Arcy McKittrick, the Tourism Company firstname.lastname@example.org
T able of Contents
1 Introduction........................................................ 1
1.1 1.2 1.3 Begin the Journey! ....................................... 1 These Icons Will Guide You ....................... 2 How to Use this Manual.............................. 3 4.4 Brand Association ......................................45 4.4.1 Making the Most of Regional Brands .......45 4.4.2 Building your Reputation with Activity Brands............................................................46 4.5 Narrowcasting and Microsites...................48 4.6 Newsletters.................................................50 4.6.1 Plain Text or HTML Formatting? .............51 4.7 E-Zines....................................................... 51 4.8 Web Logs (Blogging).................................52
Setting the Foundation ................................... 4
2.1 A Marketing Framework ............................. 4 2.2 Customer Relationship Management ......... 9 2.2.1 CRM Defined .................................................9 2.2.2 The CRM Cycle............................................12 2.3 How Travellers Use the Internet ............... 13 2.3.1 By Origin Market .........................................15 2.3.2 By Type of Experience................................15
The Web as Your Operations Partner ...........55
5.1 Privacy Issues.............................................55 5.2 Responding to E-mail Inquiries ................57 5.3 Getting Information From Guests .............57 5.4 Data Management......................................59 5.4.1 On-line Data Management .........................59 5.5 On-line Payment ........................................60 5.6 Internal Communications .......................... 61 5.6.1 Instant Messenger ........................................61 5.6.2 IP Telephony ................................................62 5.6.3 Collaborative Meeting Rooms:...................62 5.7 Measuring Success.....................................63 5.7.1 Collect Incoming Data ................................63 5.7.2 Basic Web Analytics.....................................64 5.7.3 Deep Web Traffic Analytics .......................64 5.7.4 E-mail / Newsletter Statistics ....................65
The Essentials of a Good Website ................ 17
3.1 A Great Landing Page ............................... 18 3.2 Meeting Travellers’ Needs ........................ 20 3.3 Visually Appealing..................................... 22 3.4 Easy to Navigate........................................ 23 3.5 Great Web Copy......................................... 24 3.6 Generates Repeat Web Visits .................... 25 3.7 Builds Credibility....................................... 27 3.8 Calls-to-Action ........................................... 28 3.9 Strategic Use of Keywords......................... 29 3.9.1 Defining Your Keyword Universe .............30
Getting Travellers to Your Website .............. 31
4.1 Search Engine Optimization ..................... 32 4.1.1 Search Engine Submission..........................34 4.2 Keyword Advertising ................................. 35 4.2.1 Types of Keyword Advertising..................36 4.2.2 Writing Ads to Maximize Keywords.........38 4.2.3 Ensuring Your Listing Stays Put................38 4.2.4 Keyword Advertising Reports....................39 4.3 E-Mail Marketing ...................................... 40 4.3.1 Getting your mail read.................................40 4.3.2 SPAM Labelling — Be sure it's not you!..42 4.3.3 When to Send E-mail ..................................42 4.3.4 Choosing the Best Tool to Send E-Mail ..42 4.3.5 Bounce Management...................................43
Getting it Done ..............................................67
6.1 Fundamentals for Implementation............67 6.2 Outsource or Manage Your Own? .............67 6.2.1 Hiring the Right Firm..................................68 6.2.2 What to Look for in a Search Engine Marketing Firm.............................................68 6.2.3 What to Look for in a Search Engine Optimization Firm .......................................69 6.3 How Does Internet Fit Your Business?..... 71
Glossary and Definitions............................72 Sources of Information and Tools .............74
Thanks to the tourism operators who provided quotes about their experiences with the Internet as a business tool. . Thanks to the Rainbow Country Travel Association for their administrative support and guidance throughout this project.Acknowledgements Thanks to the members of the Partnership CRM Working Group of the Strategic Tourism Development and Marketing Partnership for Northern Ontario for their guidance and review of materials throughout this process: Erin Downey Virginia Doucett Kim Fewchuk Julia Holliday Jane Karhi Chris Milner Guy Paquette Sherri Smith Nancy Rosset Thanks to the more than 150 Northern Ontario tourism operators who attended the workshops from January to March 2005 and who helped us test and refine this material.
including highlights of the latest research on who uses the Internet and for what. faces both opportunities and challenges with the continuing growth and evolution of the Internet and technology. how to use it and what you will find in the following chapters. as in many industries. 1. a goal for all tourism businesses. This chapter also introduces Customer Relationship Management. Begin your journey to unlocking the door to a higher performing website for your tourism business! Chapter M arketing in tourism. Each of the principles.ca/tutorials.tourismkeys. The content continues to evolve as the technology and the Internet evolve. you alone must determine the fit of your Internet strategy with your overall business goals. concepts and tactics to improve the effectiveness of your Webbased marketing covered in this manual will not necessarily suit all tourism businesses. As with all strategies. now and in the future.1 Begin the journey! The topics of the remaining chapters are outlined below and include: 2 Setting the Foundation… includes the broader marketing context for your Internet strategy. This handbook provides a written resource guide for tourism businesses that are already actively using the Internet as a sales and marketing tool through the use of a website for their business. 1 .htm. It is supported by a dedicated website with selfguided tutorial at www.1 1 Introduction Join us as we explain who this manual is for. The material presented in this manual has been tested and refined with input from a broad range of tourism business owners and managers who attended workshops conducted in Northern Ontario in early 2005.
A Focus on CRM ….2 These icons will guide you ICON KEY Learn about it Look at it Think about it Now you do it! A focus on CRM You will see the icons at the left throughout this manual and on the website. data management. Look at it… provides examples and lessons of ‘best practices’ of other tourism businesses and organizations. 6 Getting it Done … looks at how the Internet fits your business and discusses strategies to deal with challenges. A glossary and relevant Web addresses for future reference are included in the Appendices. on-line payments and measuring success. Now you do it! … gives you the space to outline your personal action plan and additional resources to consider as you implement that plan. The following is a brief description of what they mean. responding to e-mail inquiries. 5 The Web as Your Operations Partner … covers such topics as privacy issues. potential and future customers. concepts and how it might be used by your business. Learn about it… provides such information as definitions. 4 Getting Travellers to Your Website… outlines strategies and tactics to drive visitors to your website and ultimately to buy your tourism experience. 2 . 1.3 The Essentials of a Good Website … highlights the key elements of an attractive and useful website for current.highlights the features of a great customer relationship strategy every step along the way. Think about it… gives you planning and decision-making tools that you can apply to your own business needs.
Take a step back.3 How to Use this Manual The design and presentation of this material assumes that the user is not necessarily the person who administers and edits content on a website. content and features of your website to support your overall marketing efforts. you are clear on what you need done. improving your website and making sure it is found by visitors seeking the experience you offer is the only information that will be used. but are presented to illustrate the range and effectiveness of free and paid options for your consideration. Do not think that everything must be implemented and/or changed right away. 3 .1. It is designed to give you information and tools so that when you speak to your Web support person. Please note that products and services highlighted in the manual and in the tutorials are not endorsed by any members of the Partnership. For many. This approach ensures that you. influence the design. as the owner and operator of the tourism business. there is more in-depth information. There is a full range of information for your consideration and use in this manual. consider your needs and implement at your own pace. For others.
encompassing all of the activities undertaken to build and maintain long-term relationships with clients. packaging with other trade area businesses. competitive analysis. and general public. Chapter T he Internet is one element of a well rounded marketing strategy for tourism operators.2 2 Setting the Foundation Chapter 2 sets the foundation for enhancing your website by providing a marketing framework and introduction to Customer Relationship Management. Research & Plan Undertaking and collecting relevant. prebooking/ reservations. It is a very powerful. visitor needs/wants. opportunity identification. immediate. etc. Marketing Communications Development & delivery of messages to clients that inform and influence — such as: advertising and promotion. corporate partners. Product Development & Delivery Consistently delivering the right visit experience to the right visitor at the right time.such as: visitor tracking. Only when operators have a clear idea of the marketing goals and objectives they want to achieve should they look to the Internet. 4 . while influencing expectations. In practice marketing is much broader. Sales Convert a potential visitor’s “desire to visit” into an actual visit — first time and repeat — such as: pricing. and far-reaching tool. timely research . equated only with “advertising”. Marketing Building and maintaining long term relationships with clients: visitors. It also provides information on how the Internet is used by travellers. but it is not a replacement for a marketing strategy. You will use these as you build and enhance your Internet marketing strategy. stakeholders.1 A Marketing Framework Far too often tourism marketing is viewed as a very narrow activity. 2.
But in general.tourism.org 5 . Market Research Low Tech/non-Internet High Tech/Internet • Studies. product development and delivery.To do that well takes a lot more than advertising. and.gov. competitive analysis. publications & reports at • On-line sources seminars/workshops and by mail Ontario Ministry of Tourism and Recreation — www. For example. These can be addressed through market demand assessment.world-tourism. as well as market trends that may affect a tourism business are important “big picture” issues.com World Tourism Organization — www. Research and Planning The Internet provides tools for better research and planning in at least three areas: market demand assessment. with use of the Internet providing access to a broad range of market data and information more quickly than low-tech activities. and be prepared to ask for and accept the reservation (sales promotion). In fact. almost any marketing activity can be enhanced by using an appropriate Internet application. supplemented or enhanced with specific Internet applications. desires and characteristics (planning and research) so that the best combination of facilities and services can be offered (product development and delivery). For some components of the marketing function. Low-Tech and High-Tech Working Together Typically each component of the marketing function can be implemented through a combination of “low-tech” or non-Internet activities and “high-tech” or Internet activities. For others. the Internet may be the most effective medium for implementing some marketing functions with low-tech tactics taking a support role. low tech activities may be the core activities.canadiantourism.on. The key to a good marketing strategy is to develop tactics in each of the four areas that are integrated or complimentary. and sales — as illustrated in the previous page. it may be useful to think of marketing as a business function with four components — research and planning. it is important to have a thorough understanding of a particular client group. You then have to let them know when the experience is available and under what terms (external communications). marketing communications (or advertising).ca • Discussions with other operators Canadian Tourism Commission — • Hire consultants www. leading to a desired outcome. Understanding the size and characteristics of potential markets. their needs. “listening” to customers.
This can be undertaken much easier and more frequently using the Internet than relying only on low-tech activities. the Internet allows you expand the scope and scale of this type of research. visitor • “Surfing”/searching the Web using guides keywords that describe your business Discussions with other operators • Visiting competitor websites “Mystery Shopping” by telephone • Subscribe to travel e-newsletters/sites such as: Canadian Tourism News — Travel and visit www. or to make yourself available at times that are convenient to both you and the customers. availability.Keeping tabs on what your competitors are doing and understanding how your offer compares — in other words. long heart-to-heart talk with your customers when it comes to monitoring how well you are meeting their needs and desires. mail inquiries. developing packages) and delivery (offering seamless experience to customers) stages.outsideaway.nationalgeographic. One of the most daunting challenges is physically “getting together” to create packaging/partnering concepts and ideas. Partnering with other tourism operators to offer packages for your customers can be a time consuming process at the development (finding partners. and experience enhancement — can benefit from use of Internet applications. This is followed closely by sharing information (pricing. Competitive Analysis Low Tech/non-Internet High Tech/Internet Collect and review brochures. booking information) in a timely fashion once the package concept has been agreed 6 . competitive analysis — is an important part of planning and research. letters • Tracking website traffic — hits and click-throughs Discussions/contests at consumer and • Past guest e-mail survey trade shows Customer comment cards • Website registration/user survey/contest Debriefing staff • • • • Product Development At least two product development activities — partnering/packaging.com National Geographic Traveller — www. Listening to Customers Low Tech/non-Internet High Tech/Internet Telephone.canadatourism. But given that it is often difficult to set aside enough time for talking to each and every one of your customers.com • • • • • There may be no substitute for a good.com Look around at trade and consumer Outside On-line — shows www.
your website can become an integral part of the visit experience. For repeat customers. Often overlooked is how Internet applications can enhance the actual visitor experience. the cycle progresses through “planning and buying” to “traveling and visiting” and then the “after the visit” glow and recollections. Starting with “choosing experience/destination” for first time customers. As illustrated.net (Ontario Tourism Marketing Partnership).ontario. it is important to realize that existing and potential customers’ needs and interest in the information that you provide via the Internet differ depending on where they are in the communication life cycle. Web conferences (with video. Business listing (with a live link) on Web directories and portals such as www. it is possible to look at the communication life cycle as having four stages or progressions. From building pre-trip excitement and anticipation through virtual visits. to instant “memories and bragging” that visitors can post during their visit for friends and relatives to see. with a current list including: Website. Regardless of where a customer enters the cycle. Internet applications such as instant messaging. what is important is that information needs are likely to be different at each stage — sometimes informing is the key objective. And. Web logs (or “blogs”) and shared websites can facilitate both more efficiently than endless face-to-face meetings. even).upon. it may in fact start with the glow. globally. Even if that is true for you. Choosing Experience/ Destination Planning & Buying Marketing Communications Marketing communications is the application that introduced many tourism operators to the Internet for the first time as it is a relatively inexpensive means of pushing advertising messages to potential clients. 7 . couriered packages and faxes. The range of Internet applications available to tourism operators for marketing communications is constantly expanding and evolving. at other times influencing takes precedence. don’t forget that putting a couple of Internet connected computers at the disposal of guests — instant Internet Café — can provide another form of entertainment for those who just have to surf. Many operators may Traveling After still consider this the primary role for & Visiting The Visit the Internet. e-mail.
So. etc.e.. e-newsletters.) • • • • • 8 . when is there space available?) Mail/fax coupons and special offers • Reservations/e-commerce — e-mail Customer loyalty programs request and response. E-mails. illustrated below is a list of low-tech and high-tech options. the opportunity (and the challenge) for tourism operators is to encourage and facilitate commercial transactions.Search engines (i..e. Sales Making it easy and convenient for customers to purchase your offer is the goal of the sales promotion component of marketing. Over the past few years. Although not complete. and. Instant messaging. In general. Google. Sales Promotion Low Tech/non-Internet High Tech/Internet “working the phones” • Website/e-mail inquiries On-site “upselling” • Checking availability (i. • Web log (or Blog).). real time booking Travel trade (travel agents. It is unlikely that low-tech sales promotion activities will soon be completely replaced by Internet applications — because some operators and some potential customers will never be ready to engage in commercial transactions on the Web — rather some combination of the two is likely necessary. this is the area of Internet use by potential travellers that has seen the most dramatic increase in acceptance. and E-Zines (or on-line magazines). including providing some form of electronic payment. These are all discussed in more detail throughout this handbook. tour and confirmation operators. Yahoo. more and more Web users are prepared to complete transactions on the Web. etc.
The industrialization of the world changed that and as urban centres grew. It is therefore critical that all staff that interacts directly with your customers have access to the same information on current and 9 .1 CRM Defined CRM is the building of the relationship with customers to increase their loyalty to your business and to increase their purchases from you. according to the World Tourism Organization. The buyer was farther away from the manufacturer and mass sales became the norm. past and potential customers or contacts over time. as in other sectors. the offer was typically more standardized. otherwise known as CRM.2. This detailed knowledge then provides your business with the tools to interact with your customer in a meaningful way at each stage of the decision-making cycle. What is all the buzz about and how can you use it to the advantage of your tourism business? One-on-one relationships are not new to business or to travel. a relationship of trust was established directly between the buyer and seller as there was no middle man. In the past. “a way of doing business that is based on the principle that knowledge of and a relationship with customers is a key component to building new sales and to generating repeat sales from existing customers”. More than data collection.2. so did a long distance economy. merchants and artisans sold and bartered directly with their customers. monitor and interpret. traders. The Internet has changed that. The relationship is based primarily on the data you collect. CRM is. A CRM strategy builds a database of in-depth information about current. This access has given travellers the balance of power and the economy is now more customer-focused. CRM is a process rather than a means and must be done in the context of your broader business strategy and tourism operations. It establishes a one-on-one relationship between your tourism business and your visitors. The cycle has shifted from one marketer selling to the masses to one-on-one relationships. In travel. The Internet allows travellers to compare prices and tourism experiences from the comfort of their home. The process of CRM builds on the generally accepted rule that 80 percent of your revenue comes from 20 percent of your customers. the individual now has unlimited access to research and to buy from anywhere in the world. is getting a lot of attention these days. Farmers. In tourism. in a rather sterile manner. 2. In the early 18th and 19th centuries.2 Customer Relationship Management C ustomer relationship management. this customer focus is reinforced by the increased demands and interest for customization of trips that the visitor is now seeking. CRM is the means to begin and manage a long term relationship with your ideal target markets.
at the strategic level. For example. Stage of Decision-making cycle Choosing an Experience/Destination Planning and Buying The power of CRM You are knowledgeable and efficient in responding to inquiries because you will be in a position to provide information about the broader destination and complementary activities of interest to the visitor. as they know you and have confidence in you and your tourism business. Circulate e-mails through a database of your customers that identifies keen night watchers and/or appropriate clubs and organizations. 10 . you may determine that very loyal repeat visitors are in fact. Some specific examples follow: Customize invitations to families that are repeat visitors in the summer to join you at school break times. Add hyper links on the invitation to an article in a respected journal or magazine that discusses the phenomenon. You can provide maps. mode of travel and who they are traveling with. You can be proactive in presenting your best potential customers with customized experiences and products.potential customers. At the tactical level. This knowledge may lead you in one of two directions — ‘firing’ these clients or working with this knowledge to provide them with more services that they will indeed purchase. directions and other information based on where they are traveling from. Design and promote a program for avid night sky watchers that is themed around an unusual and infrequent natural phenomenon. After the Visit You have information and preferences to establish the foundation for a long term relationship with your customers and maintain that contact even when sales may not be occurring. Data gathered as part of an ongoing CRM strategy can be used at two levels — strategic and tactical. not your ideal customer as they spend little on site or do not opt for many of the extras that you provide. message content and timing of messages can be customized based on the knowledge you have gathered and considered as part of your CRM approach to business. Travelling and Visiting Data you have allows you to customize on-site services/facilities and personalize greetings. marketing promotions. You can shorten the sales cycle due to increased loyalty from your customer. The following chart illustrates the power of CRM at the four stages of the decision-making cycle. Design and post a Web page that highlights families using your facilities at various times of the year.
Send messages to U.-only holiday periods.S.Plan food and beverage that reinforces the theme and evening timing of the event.S. The specific tools to support these Internet-based tactics are presented in the following chapters. guests and inquiries that highlight packages around U. 11 .
E-Business for Tourism. Our Web practices are absolutely crucial to enhanced customer relationships”. 4. Understand & Differentiate Understand customers’ needs in order to differentiate based on their needs. channels to meet customer needs and customize by market segment. World Tourism Organization. 2. and those that are. Deliver increased value to customers. Develop & Customize Develop products. according to Nykamp illustrated below. Interact & Deliver Source: Nykamp CRM Cycle. 2001 “Each year it becomes increasingly more important to reach our customers through the internet. services.2. are always going to our website to get a good sense of who we are.2. Acquire & Retain Acquire customers and prospective customers.2. 1. retain valuable customers. 3. Many people just aren't at the spring shows any more. Interact with customers and prospective customers in the delivery of customized experiences and products. The CRM Cylcle The CRM CycleThe CRM cycle has four main stages. characteristics and behaviours. Canoe Frontier 12 . Lynn Cox.
Each stage requires a different message. 13 . entitled “Northern Landscapes: Opportunities for Nature-Based Tourism in Northern Ontario” provides some relevant trends for Northern Ontario tourism suppliers: Roger Brooks on trends impacting adventure travel in the United States: People used to plan their vacations a year in advance. A research report completed by Research Resolutions in 2004 and commissioned by FedNor to provide in-depth analysis of the nature-based tourism industry in Northern Ontario. Stages of decision making cycle include choosing which destination or experience they are seeking.to identify what secondary types of activities your target sector likes to combine with the primary trip motivator. planning and buying.tourismpartners. the Internet is a useful tool in a complete marketing and CRM cycle. Additional information on how travellers use the Internet follows. traveling and visiting and after the visit. 4. Develop and deliver customized products and experiences for your target markets that show each market that you understand their specific needs. but now they look on the Internet two weeks ahead and search for bargains. 2. Close the sale to acquire/retain customers by converting a visitor’s desire to visit into an actual visit.com — research/new research/TAMS .The combination of the Marketing Framework outlined in Section 2. Other trends on the Internet and word of mouth include: Word of mouth remains the primary means of selecting a travel destination. Develop and deliver messages to each target market at all stages of the decision-making cycle about the customized products and experiences you can deliver to them.3 How Travellers Use the Internet As discussed above. provides a clear four stage process for you to follow: 1.1 with the CRM Framework outlined in Section 2. Your understanding of how your visitors use the Internet will contribute to the development of an appropriate CRM cycle. To attract Americans. 2. you need a website that is good enough to ‘close the sale’.2. Review the most current Travel Activities and Motivation Study (TAMS) research available through the Ontario Tourism Marketing Partnership Corporation (OTMCP) tourism industry page www. 3. first time or repeat. Research and plan to understand and differentiate various target markets that you serve or want to attract.
The Travel Industry Association of America (TIA) has been tracking the use of the Internet by U. 65% of on-line travellers consult the Internet to get travel and destination information. 60% use company-owned websites such as those for hotels and airlines. Travel Planning Travel Reservations Spending on-line Profile of Users Source: Travellers’ Use of the Internet 2004 Edition. Average spending for on-line travel is estimated at $2 700 per year. use the Internet higher than those who travel less-frequently. 2004 Edition” provides useful insight to the role and importance of the Internet. Highlights of the report “Traveller’s Use of the Internet. Expedia. The growing need for secure on-line reservations has to be stressed in relation to more experienced and self-assured tourists. 51% women. Tourism Industry Association of America 14 .S. That translates into a market of 98. 83% of on-line bookers use the Internet to do at least half of their travel booking. 2004 Edition Highlights Use of Internet by Travellers 82% of U. adults who use the Internet are travellers.6 million of on-line travellers book or make reservations on-line. The availability of in-depth information on suppliers’ products. 70% of on-line planners and 45% or 44. those who take more than 5 trips a year. 47% are Baby Boomers between 35 and 54 years of age. The possibility of ‘shopping’ via the Internet will stimulate later bookings. will become more important as a basic precondition for the success of websites.000 on-line on travel products and services. Travelocity or Priceline. 62% spend more than $1. 38% are College graduates. Tourism business owners should keep these uses in mind as they plan their Internet strategy. The share of on-line bookers making all of their reservations on-line has increased from 29% in 2003 to 40% in 2004. 49% men. Frequent travellers. Traveller’s Use of the Internet. and 50% use destination websites.S. either in the destination site or accessible through links. travellers since 1993.3 million travellers or ‘on-line travellers’.Experienced tourists will increasingly put together their own holidays on a modular basis with direct bookings. 59% use search engines. Sites used for travel planning include: 70% use on-line travel agency sites such as Microsoft.
of Wisconsin Madison/Extension). Department of Urban and Regional Planning. Some specific examples are presented below.3. 39%). Wisconsin ATV Association. 29%) and destination websites (29%.K. U.1 By Origin Market Visitors from overseas countries have varying access to the Internet and may have different usage patterns than what you are used to. followed by ATV clubs (26%) and the Internet (13%).2. 52 percent of Wisconsin’s ATV tourists relied upon word of mouth. rest of Europe second in Europe behind UK. in-room guides (42%. Sources: 1. there were 208. is highest in on-line booking European Travel in Europe.7 million users in agents and tour operators due to Western Europe consumer protection laws. • 43.2 million Internet users in Europe at Increasing use of researching for the end of 2003 including: travel but strong dependence upon booking through travel • 164. March 2004. Northern Landscapes: Opportunities for Nature-Based Tourism in Northern Ontario Research Resolutions 2004 2. majority buy through Commission1 estimates that retail travel agents. When planning their trip. A review of usage of the Internet by major origin markets for Canada is presented below as a starting point. 47%). Origin Country United Kingdom Comment on Use of Internet Statistics Germany France U. Travel Industry Association of America 2003. You must know and understand those differences as you develop and implement your Internet strategy. Best sources of information to find out what travel companies are doing to protect and preserve the environment (noted first) and culture of destination (noted second) are travel guidebooks (43%. 36%) travel suppliers websites (30%. 15 . (Source: Economic & Demographic Profile of Wisconsin’s ATV Users. 29%) Source: Geotourism: The New Trend in Travel.2 By Type of Experience Various research reports review the use of the Internet for planning and booking by the type of experience.3. travel supplier brochures (35%.5 million users in the On-line bookings increasing. 39%) travel magazines (37%. 36%) and travel agencies (34%.
Lang Research 2002 16 . This reflects the fact that many within this segment are mature and less likely to be Internet or computer users.). does provide useful comparative information by sector. Given the age of those interested in Aboriginal tourism experiences.” “…are above-average users of the Internet as a source of general information and as channel to book travel activities.” “Hunters and fishers were below average users of the Internet as a source of general information and as a channel to book travel activities. completed by Lang Research in 2002 with data collected in 1999 and 2000 while somewhat dated given the fast growth of the Internet in the last few years.S. the Internet represents only a secondary channel to promote Aboriginal related tourism products.A.” “…less likely than average to use the Internet as source of general information or as a channel for booking a trip. Activity Sector % Using the Internet for Research – any topic 58% % Booking at least one trip on the Internet 23% Researcher’s comments Aboriginal Tourism “…slightly more likely to use the Internet as a research tool and were more likely to have booked a trip over the Internet in the past two years.M.” Campers 58% Hunters and Fishers Naturalists 45% 15% 17% 45% 11% Outdoor Activists 64% 31% Source: T. “Campers were average users of the Internet as a source of information and as a channel to book travel activities.The Travel Activities and Motivation Study (T.M.S.A.. Internet is an efficient channel to reach Outdoor Activists.
9. 6. 17 . Chapter 3 The Essentials of a Good Website A good website can be made into a great website by following nine basic principles as listed below and detailed in this chapter. A landing page that captures the interest of the viewer. Great Web copy that encourages your website visitors to stay on your site. Meeting travellers’ information needs. 3. 4. Ultimately the essential element of a good website is anticipating what the traveller is seeking and providing that information to them. Calls-to-action. Visually appealing. Easy to navigate. it is an important one. 1. consider these as the basics. While your Web page is one of many ways that you use to interact with your customers. Strategic use of keywords. 5. 7. When you design and update your Web pages. and build a desire to become your guest. 8. ask for more information.3 Now we’re getting to the fun part! Chapter 3 presents the essential elements in the design of a great website that is an important step in developing a strong relationship with your customer and to generating inquiries and sales. Generating repeat visits to your website. Establishing and building credibility about your tourism facility. 2. service or experience.
18 .3. This page brings the visitor to information on a range of canoe and kayak adventures This page brings the visitor to information on weekend getaways. a page that highlights specific seasonal experiences or be one that targets a specific market segment. It can be your home or welcome page. but often is not. a sub page of the site above.1 A Great Landing Page A landing page is the first Web page that a visitor sees without scrolling. A landing page may take the Web visitor to a particular experience that you are highlighting. Each of the pages below can be a landing page.
Critical information is ‘above the fold’ Treat your landing page like a newspaper on your doorstep – what do you see ‘above the fold’? The items below should be in this space.This page brings the visitor to information on family reunions and special events. your headline should convey the benefits to your audience. your bold promise. Without using a scroll bar. 2. Simply put. Images suitable to the audience 4. visiting other pages or considering a course of action. Does it show pictures of what they expect to see? Are they appropriate to the season? To the market? To the experience? Your logo does not have to be large and it may be taking up important space. Logo ‘in context’ Load your website in a browser and assess the ‘viewable space’ when the page loads. Ensure it is in context. and inspires reading. A headline that conveys benefits 3. Important Features of A Landing Page 1. A headline must be included in the visible part of the first page that people see. visually stimulating. check to see if your viewable space is engaging. 19 .
border crossing.com) provides their guests with “The Most Complete Outdoors Packing List” both on-line and in a printerfriendly Adobe Acrobat format. Web Design Tip In addition to providing information yourself.ec. provide links to other credible partners that provide the most current information.gov. Travel Tips travel distances. Make sure these new pages open up in a window inside your website so that once they close that page the visitor is still on your website. Some sources of useful information for guests include: A full range of information visitors www.Look at it Wilderness North (www.com 21 .theweathernetwork. Fishing and Hunting Regulations www.wildernessnorth.on.com or www.xe.ca Currency Conversion www.mnr.weatheroffice.ca Weather – with a link to local weather www.ontariotravel. etc. They also encourage guests to let them know if there is anything missing so that they can update the list. typically seek such as GST rebates.gc.net — Travel Tools.
It will also clutter a hand copy. screen resolutions. Copy can be easily scanned. Keep in mind different browsers. text boxes and pictures. Selling to families will have different images than selling romantic getaways. Your website must reflect images that reflect the audience you are selling to. Text should be broken up by headlines. consistent and easy to read by all ages. Images suitable to audience. Additional considerations for copy are presented in Section 3. Features of Visually Appealing Website 1. Consistent with overall branding and identity.3. Features to consider are outlined below.5 ‘Great Web Copy’. therefore. Ensure the theme is consistent on-line and off-line with your organizational identity(ies) and branding. 3. 4. Use a plain background rather than background stationary which interferes with the font. 2. 1280 x 800 pixels 800 x 600 pixels 22 . clear and dark font to ensure copy is easily readable. Images for a corporate retreat will differ from those for school groups.3 Visually Appealing The Web is quickly scanned by readers. colour profiles. you must ensure that you capture their interest and make it easy for them to read by presenting a visually appealing page. Use large. Design for 800 x 600 which will also be easily viewed by those higher resolutions as illustrated below. Font is clear.
Hover bars are an attractive approach. consistent navigation Getting around your website should be easy and straightforward. Left hand navigation bars has become the norm although navigation links across the top are also widely used. Search capacity within your and/or site map 23 . Navigation bars on every page 3. Add an option to search your site as shown below. Features to make your site easy to navigate 1. Internal links within your website should open in the same window.4 Easy to Navigate Your website must be easy for visitors to find the information they are seeking and to get answers to their questions.3. Keep it consistent on every page and as simple as possible. This reduces the frustration of those seeking specific information. 2. The navigation bars should be visible from any section of the page. external links in a new window. Include the features below to make your site easy to navigate. Simple. Links open within the same window 4.
” Strive for a conversational style. Your website must communicate the value of establishing a relationship with your tourism business as quickly as possible. “If you choose to come .” vs. it is important to understand how people read the Web. and set text and photos in boxes to break up copy. bold italic and colour for emphasis (be careful with underlining as it is standard hyperlink form). Mayor. ask for more information. Use words which show you fully expect them to visit — “When you visit. Your goal is to encourage website visitors to stay on your site. Develop compelling content that is concise and objective. It is truly amazing that our website and e-mail communication could be picked up and transmitted by the media so that so many people could hear about our event. South River. First. highlight. using bold. Provide a FAQ page to meet potential guest needs for information in a cost effective manner. Include a ‘Call-to-Action’. they want to get a sense of whether or not you can meet their needs.. include one idea per paragraph. discussed in more detail in Section 3. “In my travels over the past two years there are not many places in Canada and particularly Ontario that have not heard of the South River Black Fly Hunt.. In as short a time as possible.8. you'll find. use inverted pyramid form of writing — like newspapers. Write text that appeals to your Web visitor’s imagination. To make your copy easily scanned: use bulleted lists. ON 24 . don't make your website look like an ad.3. and build a desire to become your guest. Tips on writing great Web copy follow: People on the Web do not want to be sold to.. use meaningful subheadings so that the reader can get to the information they are seeking quickly. People scan the Web and generally do not read every word. Be clear and confident. It is important that your copy can be easily scanned.5 Great Web Copy Writing for a Web page is different than writing for a brochure or print advertisement.” Chris Hundley.
3. 1.3.com) provides an opportunity for guests to post comments in a guest book. Make sure your on-line offers or "Web Only" specials do not conflict with other channels for selling your tourism experience.6 Generates Repeat Web Visits People return to well-designed websites. Change your offer often and get permission from your mailing list to inform them when you have something new! 2. 25 . Contests and Giveaways: Offer contest entries that require potential guests to sign up for your newsletter. Guest Pictures and Stories: Make it easy for guests to share pictures and/or stories.gammondalefarm. Ten tactics and tools that are successful at getting visitors to return to a website again and again are outlined below. Gammondale Farms (www. If you send notification of specials by e-mail. By encouraging visitors to share their pictures with others who they shared their experience with. Give them a reason to return to your site! As you consider the design and content of your Web page. Specials: Let people know you change your contest. prize or specials regularly and ask permission to let them know when you have a new contest or prize. make them available on your site so they click through to your site. think of what motivates you to return to some of your favorite websites. you will also generate new website visits from your guest's family and friends.
Provide screen savers and/or postcards from your site that visitors can download or forward to others. trails. What's Happening: Provide a ‘what's happening’ page or on-line newsletter page. For example.com) has created “Tales from the Trails” for this purpose.4. Software which automatically uploads the images at regular intervals gives guests something new (and in real time!) that they can see each time they visit your website. guests will come back to your site to continue and enrich new relationships they established when they visited you. ATV. hiking. 5. Web Cam: If you have an inspiring location. By hosting the on-line reunion space. magazine and latest book ‘reviews’. Message Boards: Provide opportunities for your guests to leave messages for one another. attractions.ca pages. Provide Broad-based Tourism Resources: Consider providing an entire page dedicated to detailed background information on your most important regional tourism brands: parks. Provide Resources of Interest: Provide resources of interest to the target market.queticooutfitters. snowmobiling trail conditions. Tell a Friend: Provide a simple hyperlink that asks your Web visitor to send an e-mail to a friend as on the tourismkeys. Killarney Mountain Lodge provides a direct link to the Killarney Provincial Park website. consider having a Web cam trained on some particularly scenic aspect of your viewscape. Web Gallery: Post high quality images (desktop pictures. This content can provide a great reason for people to visit your site often and recommend it to others as a great resource. most recent bird sightings. Quetico Outfitters (www. 8. Not only do they come back to your site. 9. recipes from the wilderness or used on shore lunches. 26 . If you continually refresh your content your guests will have a good reason to stop in and say hello. 7. 10. The enhanced position these pages are often afforded by search engines is a bonus. printable images) on your website and encourage guests to come back regularly and download new photos. but each time they use their computer they connect with you in your images. 6. or use your Web log to give current news.
Tourism organizations. But to win most awards. Quality Assurance Standards 4. Post links to these organizations once you have received permission.7 Builds Credibility It is important to provide visitors to your website with unbiased third party information that demonstrates how well you can meet your target markets’ needs. or scanned the text from printed media. non-traditional relationships. Testimonials Quotations from previous guests can be very effective. Partnerships 27 . or they may be clustered on a dedicated credibility page. Post awards on your website with links to the sponsoring organization where appropriate. then provide typed copy. take the time to highlight your relationships with these organizations. 2. Features to Build Credibility 1. Send press releases and document the earned media that is generated. and update your earned media by having a tracking system in place. Lead with your most impressive story for each market.3. Five specific ways to build credibility are outlined below. Do you or your staff have certifications or accreditation? Are you affiliated with an organization that recognizes your high standards? Do you follow principles of operation or adhere to a standard of care that might be inspiring to your target market? Take time to document what your standards of care are. Be sure to inform your partners of the steps you are taking to recognize the importance of your partnership and ask them to provide a hyperlink to your site. consider organizing your credibility elements so they appear on or are linked from your designated landing pages for each niche. you need to apply for them. providing the reference on a page within your website. Media Stories Web design tip If you serve multiple niche markets. When you establish partnerships with other credible organizations. 3. Guests may write unsolicited supporting testimonials. Whether an activity oriented alliance. publication. Credibility elements can be organized so that they appear on each page. Ensure that the content of the credibility builders speaks to how you serve each market. Record the date. A good practice is to copy the article from the Web in case it is eventually archived or removed. If you write stories that get published on the Web in E-Zines be sure to include them on your website. Awards and Recognition 5. identify your partners by showing their logos and providing hyperlinks between your sites. author. and website content. chambers of commerce and economic development agencies recognize excellence in tourism. Provide hyperlinks to the articles where they appear on the Web. but in order to build up a collection of them. or specific partnerships to deliver an experience. and identify the organizations and/or certification that recognizes your level of excellence. Write press releases for international and niche specific publications. take time to ask guests for them.
A small yes. last minute or time limited specials.. This small yes. small and large. or give website visitors a reason to take immediate action (i. is a secondary call-to-action. etc. catch those who show interest by collecting their e-mail address with a small yes or a secondary call-to-action. updates. A Small Yes Since most visitors to your website will never buy. A Big Yes Make it easy for your website visitor to book. A big yes is a call-to-action such as ‘call now to book your vacation’. Some examples include: Sign up now to receive information on Web-only specials! Sign up now to receive our quarterly newsletter. the big yes. An e-mail address is far less threatening to ask for than the numbers on their credit card.3. register or pay. attached to an action. For example: offer a bonus or gift. etc.8 Calls-to-Action A good Web page always includes calls-to-action. gives you permission to send information to your potential guest.).e. Sign up now to be the first to get dates and rates for program XYZ. Additional detail on forms of permission-based marketing is presented in Chapter 5. Invite people to join your e-mail list for special offers. fax or mail. You want to make it as easy for the customer as possible to make their commitment to your tourism business. provide options. Make sure that you deliver what you promise. such as signing up for a newsletter. 28 . e-newsletter. both on-line and through more traditional channels such as telephone. which provides the visitor with a chance to start the relationship with your business in a non-threatening way. discounts. commonly referred to as an ‘opt-in’. There are two levels of calls-to-action or commitment that you are seeking from potential and current guests when they visit your website. When asking for this level of commitment.
3. keywords act as the connector between the consumer and the search engine as illustrated below. pictures and in the behind-the-scenes code relevant to target markets to ensure that it gets listed by search engines. 1. Search Engines. Essentially.com www.abc. Keywords are also the words a search engine uses in its search for relevant Web pages.9 Strategic Use of Keywords Keywords are search terms or groups of words that someone puts into a search engine as they look for information. text. such as Google. listed on the first page. Dogpile and Yahoo scan headlines. on web pages for keywords that match and are relevant to those put in by the visitor. Relevant websites are listed for visitor to review.com You want your website to be listed in the first three pages of search results and ideally in the top ten.xyz.3. Visitor types words or phrases into search engine such as “women’s ski getaways. Web copy.com www. www. MSN. A sample screen shot of the results of a search is presented below.def. a well-designed Web page will use keywords throughout headlines. Therefore. 2. pictures etc. Ontario” or “RV campgrounds in Northern Ontario”. 29 .
major built specific to your geographic region attractions. restaurant etc. rivers. Type or level of service Type and nature of activities Style of accommodation Reason for visit Name of specific business guided kayak trips. This is step one of the CRM cycle outlined in Chapter 2. women’s getaway corporate Your business name. How people search For example… Well known brands and place names national and provincial parks. ATVing luxury resort. 30 .9.3. think about what words each target market might enter into a search engine as listed below. To build your keyword universe. lakes. self catering cottages family reunion. you must understand and differentiate each of your target markets. air service. full service outfitting learn to snowshoe. walleye fishing. which might be part of a full service resort. These words should be included in your keyword list and used throughout your website.1 Defining Your Keyword Universe In order to define the keywords that you should use throughout your Web-based initiatives. urban centres. etc. wedding. including separate facilities contained within the business such as a marina. retreat..
Chapter 4 Getting Travellers to Your Website G etting your website seen doesn’t just happen. This section introduces the following Web-based tactics to maximize the effectiveness of keywords and other tactics for your consideration: Search Engine Optimization Keyword advertising E-mail marketing Branding Narrowcasting and Microsites Newsletters E-Zines and more Web logs (blogging) Shared Web content Read on to gain more insights to these tools that get travellers to your Website! . great! But is it getting seen by all the right people? Chapter 4 discusses a range of tactics and strategies to get travellers to your website. It takes work and monitoring on an ongoing basis.4 If you have a website.
Refer to www. Lycos. Very few people utilize bookmarks to remember and visit their favourite sites. Over 85 percent of the 391 million people on-line use search engines. Search Engine Optimization (SEO) is the process of updating the language and content of your website so that search engines such as Google. regional tourism magnets. Lycos. Myth #2: Once registered. Rely on relevant content to rise to the top. Features that all search engines seek that you must consider and address as you work to get visitors to your website are outlined on the following page. AOL and Yahoo will find it easily and place your site as high on the list as possible.4.com for current sharing of databases. and analysis of keywords that are directly relevant to the words that a visitor puts into the search engine can result in optimum search engine ranking. 32 . Reality: Take steps to appear in the top 30 listings for Myth #3: I know a guy who can trick the search engines. MSN. so it stands to reason that the easiest way for people to find your website is to use a search engine. To do this you (or your Web support person) must continually refresh HTML code. you'll surely see Web traffic increase. Reality: Your tricks may get you blacklisted.bruceclay. Getting banned for trickery is expensive and time-consuming to remedy. With Search Engine Optimization.1 Search Engine Optimization A search engine is a website that allows the visitor to complete a search for Web pages containing words that are of relevant interest. and specific tourism experiences that you offer. Careful placement. AOL and Yahoo on a daily basis when surfing the Internet. The relationship of search engines to each other changes often. SEO is an essential part of an Internet marketing strategy. wording. your keywords or your inclusion in the search results is meaningless. Reality: If you don't register. Myth #1: All websites are listed automatically. (the hidden code behind the text) and use targeted keyword phrases throughout your site. such as Google. your site will likely not be listed. but also when they are seeking travel related services when searching for your region. not only can you ensure you are found when someone searches for you directly.
e. Refer to the bar on the left for tips to improve link popularity. such Alternative Text Images or alternative text are important components on websites and can 33 . On the Web. Provide an image and linking code ready to cut and paste. and search engines look at these tags for ranking your site. ensure that keywords are used in headings as well as in body copy. Step 4: Use relevant landing pages. that people are using to search for travel on the Internet you will be found. The relationship of keyword phrases to the total number of words on a page. Title something like. Is there something you can offer to encourage the link? You can also set up a dedicated page requesting people to link to you. Headings When pages are being coded by you or your Web technician. Be sure the tags are accurate for the content of each page on your site. Be sure to adjust your Web pages to include your keywords in title tags on your page. Put keywords near the front of description and robots meta tags. Have linking information. <H1> through <H6> are hierarchical tags. repeating keywords throughout a page enhances a site’s relevance. as this: www. Inbound links are on-line testimonials to search engine spiders telling them that your site is important.A four step process to improve link popularity: Step 1: Identify high ranking sites by running a search for keywords that are important to you and/or identify regional businesses that you can link with — consider a Web ring. The <title> meta tag (the title of your page) produces the name that appears at the top of your browser and is the title in your ‘favourites’ listing if you bookmark the page. <title> Eagle Lake Bed and Breakfast — a unique B&B</title> vs. often associated with different font sizes or styles. convey a lot about your site. i.tourismkeys. For example. These are not visible to the person visiting the page. for www. “I'm interested in marketing opportunities on <site name>”. Some points are also awarded by search engines for links to external websites that are relevant for your keywords. Robots: Use the meta tag <meta name="robots" content="all"> to ensure all your pages get indexed. Plan to include keywords in the page title with your business name. To search engines. Be up front and include reasons why you would like to have a reciprocal link.. Keywords: Add meta tags to your pages. called keyword density is also important. Link Popularity Link popularity is the number of other websites. including graphic and HTML code if available. Page Copy Rankings by search engine are based on relevancy. Meta Tags There are three main meta tags on each Web page.ca.ca the title of the page is Tourism Keys – Web enhancement for Tourism in Northern Ontario as illustrated below. If your site displays keywords Hypertext links Hypertext links provide a direct link to a Web page from the highlighted text.tourismkeys. the <alt> text that appears before an image loads is an important place to include your keywords. include a description of your site including keywords. This is different from publishing a brochure on your tourism business. This extends the reach of your site even further. Provide hyperlinks within your site that include your keywords. or ‘inbound links’ that point to your website. Three <meta> tags that are important are: Description meta tags: On your menu bar click on [Edit or View — Page Source] to see the meta tags for a Web page. Step 3: If you can. Step 2: Request an inbound (reciprocal) link of the top 30 sites by e-mailing the Webmaster and requesting a link.: <title>Home</title>.
register with top search engines.searchenginewatch.yahoo. Most charge a fee.1.com www.4. Join meta indexes and/ or regional association listings.com www.bruceclay. As you work to optimize your search engine placement. ask members about the value of linking there.com/free/request/ www. Although some spiders will find your site by chance. spend time and/or money registering your site and important subdirectories with search engines. Learn about the hidden criteria of search engines.com 34 .com/docs/submit. use the following resources and tips. Once you have optimized your site with content and tools.jimworld. Only submit your site once you have worked on the content to support your strategy.search. Use a checklist to determine when your site is ready to be spidered.com www. if you are serious about ensuring your website is found.com/addurl/ http://search. www. Try out a keyword density analyzer to compare top ranking sites for your keywords.keywordcount.msn.com www.1 Search Engine Submission There are free search engine submission services and paid submission services.linkpopularity.google.aspx?FORM=WSDD2/ http://submit. Search the meta tags of sites which rank high for your keywords to see how they do it. Some search engines use computers to spider or crawl your site to determine appropriate indexing of your site.
and 3. paused and restarted. Ads can be seasonally adjusted. There are three parts to keyword advertising: 1. 35 . Inexpensive. Process is relatively easy. Keywords used by the consumer in their search engine. Both the search engine and the individual user have a genuine interest in seeing relevant results for their search. Benefits of keyword advertising include: Ads are immediately active. 2.4.2 Keyword Advertising Keyword advertising is when a business pays a particular search engine for the right to display its advertisement or listing when chosen keywords are used by a searcher. The landing page that the visitor is directed to once they click on the ad. Ontario sites’ Keyword ads listed as ‘sponsored including the landing page. Keywords used in search: romantic getaways. An advertiser with a compelling offer can greatly increase website visits and sales with an appropriate keyword advertising strategy. The paid listing which uses keywords selected by the tourism business advertising.
Considerations include: Requires a great deal of attention. With proper planning you can ensure that your ad is shown for your most valuable keywords.kanoodle.com. 4. PPC operates as an auction where the highest bidder for a keyword combination receives priority listing by the search engine.2. With high competition for keywords. Submit URL and Trusted Feed Submit URL or Trusted Feed provides preferred listing of your advertisement among the organic listings generated by the search engine.overture.com. Major PPC services in order of current ranking are: www. listings that fail to meet search engine user needs are dropped from the listings regardless of the pay-per-click bid. Other PPC services include www.com www.Search engines provide reports and tools to evaluate and facilitate adjustments to your campaign. costing as little as US$ 0.search.google.c-net.10. www. Since these paid listings appear as 36 . Submit URL and Featured Sites discussed below.webcrawler.com.com. and Position can change quickly if new bidders come along. sometimes a few pages deep in the search engine results. The lowest bidders are displayed at the bottom of the list. Pay-Per-Click Pay-Per-Click (PPC) or paid placement advertising is fee-based on a per click basis. www.com.05 to US$ 0. This means that you pay only when someone clicks on the ad that you have purchased.1 Types of Keyword Advertising There are three basic types of keyword advertising: Pay-per-click (also known as Pay to Play or Pay for Performance).com. Search engines do not guarantee that your listing will be shown even if you are the highest bidder for a keyword combination. www. Be hot or be dropped.metacrawler.dogpile. and www. Each search engine provides clear instructions on how to design and buy a keyword ad for their service.com and www.
com.organic search results they are preferred by some people on the Web as being "untainted by the economics” of Web advertising. This is because other ‘pay for placement’ advertising takes precedence over Submit URL listings. The fees charged for these search terms are for unlimited traffic. while in Pay-per-click. and are paid for on a cost per impression (CPI) basis. Even submitting multiple times and multiple pages may not get you the ranking you desire. the total cost of Fixed Placement ads is generally much higher when calculated on a click through basis. any serious Web marketing strategy should include attention to this service. Nevertheless. Inktomi includes the new listings in 48 hours. Most sites provide inclusion in directories for an annual fee ranging from $30–$40 per year on sites like AskJeeves.com and Inktomi. there are no guarantees of good placement. Featured Sites — Fixed Placement Featured site or fixed placement keyword listings are purchased for a contracted period of time. Although the cost per impression is lower than the cost-per-click rates. With Submit URL. but only that your site will be reviewed. the addition of 37 .com to $299 per year for inclusion on Yahoo. All content on Yahoo! is evaluated by a person. Content is considered critical to achieve listing in the proper category and some sites such as Yahoo! do not guarantee listing. The benefit of fixed placement is that the rate will not change.
Promote your competitive advantage. make adjustments and test a variety of calls to click. not browsers. Make your ad different from other advertisers. ask them why they clicked on your ad. The major pay-per-click services review ad content and landing pages.2 Writing Ads to Maximize Keywords Successful keyword advertising requires compelling text to generate interest and placement to ensure visibility. 4. The following will help maintain your ad. and assess the click thru rate to determine an advertiser’s relevance. Through trial and error. The keywords advertised for must be on destination or landing page as well. the more specific you can be about your offer and the more likely that your offer will be appealing to the searcher.3 Ensuring Your Listing Stays Put Search engine value is determined by page relevance to the search terms and bid price of listing.one new advertiser willing to pay large amounts could cause a spike in rates to maintain placement.2. 38 . Include your keywords. Keyword advertising requires a great deal of diligence to monitor campaign performance.2. Develop your keyword ad writing strategy to appeal to niche markets. Offer an incentive. 4. Your aim is to attract tourism buyers to your website. advertisers need to quickly establish ‘clickability’ with their keyword advertising content. Ad copy tips for keyword advertising include: State a benefit or solution. Since the fees you pay are based on the number of clicks you receive. it is important that you are paying for interested potential customers. The ad must link to a site/page that is consistent with content of the ad or it will be disabled. Survey customers: “What would they hope to see in an ad?”' or when you receive a call. Use a call-to-action. The more narrowly you define your intended audience. Create a sense of urgency. Be sure the keywords are given high priority and that any offers made are clearly available on the landing page. Different keyword buys should have different ad content. Guaranteed placement and associated costs are guaranteed for the length of the contract.
e-mail/newsletter. you might correctly assume that your services do not meet the needs of those clicking through.15 per click this campaign may have cost you $22. you realize that there were no people who followed through with a call-to-action (signed up for newsletter. but it won't contribute to the economic sustainability of your business. but it results in two phone calls which result in a booking and two sign ups to your newsletter. tracked through Web analytics). but there is a problem with your Web page. the data your campaign reveals will be most useful in determining where you are wasting money. and keyword advertising.50. Once your keyword advertisements are successfully being shown regularly by search engines. the best overall picture of the success of your Web enhancement strategies will be seen by considering all data together. A high click through rate at the lowest possible cost is not the necessarily the most important information. Perhaps the most beneficial data on the impact of keyword advertising is bookings and telephone inquiries based on your landing page content.2. Continue to make adjustments to content and monitor your click through rate. Tools to help pay-perclick advertisers manage their budgets include: bidrank. Each pay-per-click service provides an overview of acceptable practices. However if upon deeper analysis. In another scenario you might find that your click through rate is lower (0.com epicsky. Your keyword ad is inspiring a click through. perhaps the most relevant Web enhancement statistics will be determined by the frequency of your phone ringing. you will receive notice if an ad fails to meet the search engine guidelines. Web analytics. In fact. 4. available free to advertisers. did-it.Your ad must perform well. Some examples follow. This scenario may be more rewarding. In the early hours of your first listing.com. generating a minimum click-through rate. provide useful details including. 39 . Your data for: "Great Northern Ontario Ice Fishing Vacations" might reveal that in the month of January. consider dropping the keyword advertising. or called about a special offer (tracked off-line) your offer is ineffective.com. If you make adjustments to your Web page and still fail to see a measurable response to your offer. As seen by the review of keyword advertising data above. Consider refining your keyword advertisement to better match your Web page content or alternatively.4 Keyword Advertising Reports Keyword advertising reports. The first thing to do is make adjustments to your Web page.com gotoast. sendtraffic.9%). Plan now for tracking off-line data. keyword click through rates and cost-per-click through. and 150 people click through to your website.com. expect that some of your ads will be disabled. A click through rate of 1. 10 000 people saw your keyword ad. At $0. In using statistics from off-line data (phone inquiries). Nevertheless.com ppcbidtracker.5 percent is very good. a click through determination of success may mean you are good at writing keyword advertisements.
3 E-Mail Marketing E-mail marketing moves into the permission-based marketing stage of the consumers’ decision-making cycle. You work hard to create content that scores well with search engines. Opt-out: You create the list and e-mail anyone you would like to. Then send them your regular e-mail updates. The difference is that the opt-in person receives an automated message written by you to confirm that they want to be included in your list.” “Become a member . Tips that will help get your e-mails read are outlined below.1 Getting your mail read Over 60 percent of registered consumers on the Ontario consumer website www. but you do want to confirm that their e-mail address is correct. updates. etc.. Most people receive more e-mail than they want.. updates and fast track booking. simple.” “Click here. Opt-in: Provide a short form for the person to give you their e-mail address and their name. Always include an option to opt out with any e-mail correspondence. Double Opt-in: As with opt-in the person’s name and address are added to your database. 4.3.. Most Internet experts agree that a double opt-in is most responsible. The last thing you want to do is pester someone who has opted in. Make it easy for them to stay in touch: “Subscribe to receive. If they hit the link in the e-mail. Make it easy for the opt-out person by not making them complete a form or respond to another e-mail from you to opt-out. There are three types of permission as described below.. In other words. If you have a database that has not opted in. and you may even pay to have people click through to your site. The recipient must click on a hyperlink in the e-mail to opt-out. you want to ensure that your message gets read. they should opt out. 40 . get permission to send them communications that match their interests from time to time. Create opportunities for visitors to your website to stay in touch with you...net have opted to receive emarketing material from OTMPC.) and that if they would not like to receive this information. so your communications don’t end up in ‘bounce-land’.4.” Give good reasons for joining including special offers. opt them out. Once they are there. news.ontariotravel. Each element of your e-mail must be designed to grab the attention of the reader. they have moved from scanning to becoming more engaged. send out a one time mass e-mail telling everyone that you would like to provide regular valuable information (specials. Now that you have their permission to send your potential customers e-mails.
Signature Line Customize your signature line for each target market in order to refer to the specific landing page or microsite. Keep in mind your recipient may have a dial-up account and/or a limited size mailbox. Never send unsolicited attachments. Content Include a sender address that means something to the reader. spaced well and easy to read. Write the way you speak. It is a viable tool because it reaches far and wide at low cost.com/thispage.com Include a tag line which directs readers to your website. which is critical for our small business”.e. include benefits. and make your offer targeted to your audience. 41 . Greater Sudbury. Give readers a call-to-action. A huge component of our business comes directly from the internet.Tips to get your e-mails read Subject line Make your subject line brief. Many people print e-mail and go to another computer with the information. Give the details further in the e-mail. “Please respond by…” Placing a deadline in the call-to-action has been shown to increase click throughs and response rates. Provide value. Keep your subject to one topic. Keep your paragraphs short. In the first sentence remind the recipient who you are and establish rapport. Jim Little. http://www. Include all contact information — telephone #. Focus on the frame of mind of your audience and write in a way that appeals to that frame of mind. don't be too creative or formal. Include website address formatted http://www. Sender Address "The internet and the marketing tools associated with it including web pages and e-mail are vital for us. Each hyperlink in your e-mail should spell out the direct address to the content whenever possible: i. Sundog Outfitters. Avoid fancy formatting.mysite. fax. include keywords early. e-mail. Stick to a single message. Also attachments make people anxious for fear of viruses.. grab reader attention.yoursite. Track the hyperlinks in your e-mail to learn what kind of content generates clicks.html. Before you send Proofread your e-mail by sending a test copy to yourself. Use inverted pyramid format and make your point in the first paragraph. Look for typographical and spelling/grammatical errors.
4.com/contentchecker. as of January 2004. Operated from their server. Consider the best times to send your communication based on the circumstances: Business to Business (B2B) The ideal times to send a business to business mail are first thing in the morning and after lunch as people returning to their desks often begin by checking their e-mail. Each user can define settings to exclude certain e-mail from their inbox for containing spam-like content. use of on-line mail list software is recommended over the use of your conventional e-mail client — i. Some ISPs delete the e-mail for you without your knowledge or permission. commercial bulk e-mailers who establish or acquire lists of e-mail addresses must ensure that recipients have given some form of consent to commercial solicitation.(Personal Information Protection and Electronic Documents Act) Under this Act. some Internet Service Providers (ISPs) consider heavy bcc as spam and your recipients will never see your communication. Avoid sending e-mails after two pm on a Friday and not after 12 noon on a Friday in the summer. Administration easily handled by software. Consumers: Consider sending consumer e-mail in the early evening. when the consumer will be relaxed and more likely to entertain a non-business e-mail. Use an e-mail tool to assess the possible identification of your e-mail as SPAM. The benefits of outsourcing to a Web-based e-mail solution include: Access to the most current software for a monthly fee. This law also specifies that e-mail addresses can only be used for the purpose for which they are collected. not your e-mail. Review junk mail filters for your e-mail service to avoid keywords and phrases that may prevent your e-mail from getting to the recipient.3.lyris. E-mail filtering for spam is being conducted on many levels. As well. You can also pretest messages for potential spam-oriented content to help minimize rejections by ISP and corporate spam filters by using a free spam checker such as www.3.e.3 When to Send E-mail Most Web-based e-mail solutions allow you to choose the time to send e-mail. database elements that you collect can be dropped into various parts of the e-mail to establish a deeper customer relationship. and When managed externally. Outlook..4 Choosing the Best Tool to Send E-mail For bulk e-mailing. Ability to segment.4. Many people use Outlook to send mail to their list because they don’t have to pay extra to send their e-mail. 42 .2 SPAM Labelling — Be sure it's not you! SPAM and the Law PIPEDA. and that the owners of these e-mail addresses must consent to any secondary use. others let it through and pre-label the subject as spam. 4.3. between six and seven pm. Since many spammers use bcc to send their e-mail. Internet service providers (ISPs) use software to identify spam e-mail and prevent it from reaching your inbox. They take care to protect their mailing list by placing everyone in the blind carbon copy (bcc) section of their e-mail. personalize and track e-mails.
By monitoring bounces after every campaign. Here are some tips from ClickZ to help effectively deal with or minimize e-mail bounces: ISPs recommend retrying hard bounces no more than three times. Most importantly. 43 . Ideally. It is important to properly process bounces. there are two types of bounces: hard and soft. for whatever reason. Regardless of the bounce message's exact wording. Spammers' e-mail lists are of very poor quality. The domain doesn't exist. An always full mailbox may be abandoned. Using these codes. Use a double or confirmed opt-in subscription process to minimize incorrect and false addresses from the start. Usually the e-mail server isn't responding or the user's mailbox is full. you can quickly correct any problems. ISPs look at bounce information when determining whether they're being targeted by a spammer. Secondly. A soft bounce usually indicates a temporary error with delivery. ISPs can communicate the reason for the bounce. Firstly. you don't want to pay for e-mail messages sent to nonfunctioning addresses.5 Bounce Management A bounce is a notification that your message. Remove soft-bounced addresses from the list if the address repeatedly generates bounces over a period of four to five e-mail campaigns. Examples of hard bounces are: The user doesn't exist at the domain. Perhaps an e-mail domain that represents a significant portion of your list has stopped responding. didn't make it to the recipient.3. possibly by spam filtering. Retrying a hard bounce only once after a period of two to four days is usually sufficient. if you don't process bounces correctly. Remove hard-bounced addresses from the list either immediately or after the retry attempt fails. If an ISP detects a large percentage of invalid e-mail coming from one IP. A hard bounce means either the receiving server purposely rejected the message or the receiving server doesn't exist. Perhaps your messages are being rejected. The message was rejected. these bounces take the form of SMTP codes. the mail stream may be identified as spam and be blocked. Monitoring bounces can also help show a potential delivery problem. a mailing list's natural churn will result in large portion of dead addresses on the list.4.
you may have list input or hygiene issues. Our e-mailing list is compiled from our customer database. To no longer receive our e-mails. the first thing you see at the top of the message is as follows: We value your time and your privacy. and establish a benchmark. When Haldimand Hills Spas delivers their e-mailed newsletter. It is not our intention to inundate you with information that you may not wish to receive. consider requiring subscribers to re-enter their addresses in a second box. Analyze the cause. include a script that checks for proper formatting upon submission. The style and tone of the language as well as the placement of the message at the top of the e-mail indicates respect for their recipients. and take appropriate action when a message lies outside of the norm. 44 . visitors to our website who have asked to receive our e-newsletters and respondents who supply e-mail addresses to various contests and promotions that we have run. Monitor bounce rates continually. if your rate continually rises above five percent. To ensure that you continue to receive our e-newsletter. we recommend that you add info@steannes. enabling subscribers to update their address and preferences. To ensure subscribers enter their e-mail addresses correctly. Though average bounce rates can vary dramatically.Use an e-mail change of address service to help combat e-mail address churn in your mailing list. Add an e-mail address update link to your e-mail and a profile update form to your Website. Additionally. click to unsubscribe.com to your address book. and if you haven’t done so already. click to confirm your interest in receiving future e-newsletters from us. Consider contacting bounced subscribers via postal mail or phone (if you have contact information and permission) to obtain their new e-mail addresses.
Ontario Tourism Marketing Partnership Corporation. etc.4 Brand Association A ‘brand’ in tourism can be many things — an established destination at country. regional tourism websites. the province of Ontario.4. By associating your tourism product with established brands that share philosophies. Algonquin). The following questions will help you understand your brand and its relationship to the best brands of your region: How do your services support and add value to the brand identity of your region? How does the regional brand identity lend value to your business? How does your region negatively affect your brand identity? Do you have signature images on your website that reinforce the relationship between your business and the regional brands? Are there logos associated with your region that you might consider getting permission to use on your website? Do you provide keyword targeted Web pages which match the valuable regional brands? 45 . brand association provides you with an opportunity to expand your reach through Web-based links that you establish with the other brand to reach their member or client base. Many activities. a renowned expert or speaker (David Suzuki. Mountain Equipment Coop) . In addition. outdoor travel experiences are specific to Northern Ontario. Regional Brands and Activity Brands may be an important key to your Internet presence and marketing tactics. Both types of brands provide opportunities to get potential guests to your website. region or city level. Kakabeka Falls). themes. Northern Ontario. They also provide opportunities to showcase your listings. Chambers of Commerce sites. Temagami. Check to ensure you are listed with Canadian Tourism Commission. a landscape or well-known National or Provincial park (Quetico. Each of these serve tourismrelated businesses by promoting and marketing what they believe to be the most important themes that visitors seek. and Canada. 4. Northern Ontario Meta Indexes. a supplier of equipment (Bushnell Binoculars.4. the Izumi Brothers) or a built or natural attraction in your area (Science North.1 Making the Most of Regional Brands It is important to keep up to date with the marketing strategy for your region. quality and a loyal client base you can establish or reinforce credibility for your own business.
typically sorted by a number of subheadings. Newsletters.4. determine what your hoped for Rate of Return or break-even number of click-throughs/sales is. Think internationally. keyword-focused pages which raise the profile of your website for specific activities can also be set up to give you an extremely high profile when coupled with regional brand search terms. When evaluating Meta indexes consider the following factors. Request statistics from the Meta Index if available. For example www. provincially. nationally. get your services listed with Meta Indexes for key activities. Another one is through activities such as hiking. higher level presence.retreatsonline. Meta indexes provide very targeted readership. To maximize the reach of your website. Determine how targeted the list is and if it fits your tourism business. others are fee based and include opportunities for enhanced listings. Based on the cost structure. In fact. Ask for reciprocal links from others on the list. Consider having your link stand out with banner ads or buttons. fishing for a specific species or camping.4. Does it provide you with access to a market that you cannot get on your own? Some Meta indexes are free. One way is by searching by regional features or brands. and/or join marketing alliance websites that focus on your key activities. most activity focused keywords do not produce a meaningful return for individual websites unless associated with a regional brand. 46 . and regionally to find Meta activity indexes that can provide the Web traffic you want. Meta Index A collection or database of ‘like’ sites. or set up a tracking mechanism by using designated landing URLs on your website. Determine traffic volume and estimated cost-per-click over cost per view as a way of comparing the value for listing.2 Building your Reputation with Activity Brands Website users search the Internet a variety of ways. Ask others if it is worthwhile and make a business case decision for listing. spiritual retreats and nature/activity retreats. E-Zines which can highlight your business. Inquire about the keyword marketing strategy of the Meta Index.com lists retreats by such categories as Healing/health retreats. Track return on investment for listing with Meta Indexes. Inquire about associated E-mail blasts. are also a source of information that you should consider as part of your Web strategy for getting visitors to your website. Meta-indexes. or databases of like sites. In addition.
advocacy and interest associations.com) pays particular attention to brand association. environment.watertowerinn. including consumer travel. bicycle and winter recreation. Under its ‘Affiliation’ tab. 47 . Marie (www.Look at it! Algoma’s Water Tower Inn in Sault Ste. organizations. links to branded partners and affiliates are organized into six categories.
Hunting Sea Kayaking Women’s Wilderness Retreat 49 .wildernessnorth. who ultimately book. Note that each website header includes appropriate keywords and notice the headlines in the text appropriate to each target market. pictures.com) has been successful in attracting visitors to its website.Best Practices: Narrowcasting Wilderness North (www. resources. because they have taken the time to provide information. style and language that suits the respective market.
For some. The decision to communicate with your guests in a regularly produced colourful. there are benefits to outsourcing your newsletter: Empathize with recipients. Recipients of your communications should never feel that your communication is difficult to unsubscribe to. Your communication can be as frequent and as detailed as you have the time and inclination to produce. Your newsletter must pass through their spam filter. final approval of content and responsibility for replies to subscribers. timing of correspondence. Make sure your reader values your e-mail by offering something worthwhile. As with e-mail marketing. use of names. special offers may be of interest to your newsletter recipients every two to four weeks. informative publication will keep your tourism business top of mind.4. although you may only be able to commit to a longer publication each season (four times per year). Thoughtful use of good design can help you establish your unique identity and add that special sizzle that will get you the emotional commitment you need. fresh and relevant. Allows you to focus on other things as the service provider has expertise to help you meet your goals. Easily segment or track e-mail. The discussion of newsletters and similar communication methods presumes that you will be using appropriate opt-in and opt-out options for those on your list. A monthly communication is reasonable. Includes a call-to-action and a deadline. Personalized throughout! Use your subscriber data inside your newsletter. Can be run from your e-mail server. Characteristics of a good newsletter include: It is valuable. 50 . Conversely. by recognizing that the average person receives up to 50 e-mail messages a day and that newsletter subscribers need to make a special effort to read your newsletter. or include a variety of content of interest to your potential and returning guests. Be personable and conversational. no more than six lines. It could be as short as one topic. You will also need to address customer ownership. Includes a Table of Contents or overview of contents if more than one screen. Each paragraph is brief. then their filter of importance. you can lose some control over content and timing.6 Newsletters A newsletter is one opportunity to put your brand in front of people who have shown an interest in being your guest. You will need to determine how often you want to communicate with your customers and then send what you promise.
many more HTML newsletters will not reach recipients due to the set-up of their e-mail client. and e-mail filters. New Web based E-Zines are being developed regularly to fill narrowing niche market needs. their ISP. You can also create your HTML newsletter as a Web page and send a plain text e-mail with a hyperlink to the Web page where the newsletter can be read at the reader’s discretion. Or ask your list to indicate the type of e-mail they prefer to receive. Guidelines for getting published on-line are outlined below. You may find that articles find their way onto the Internet quite easily. Provides an opt-in offer to encourage forwarding. E-Zine readers are loyal and generally stay subscribed. Compare how often your e-mail is shared with a friend and how many people unsubscribe.7 E-Zines Most traditional print magazines have developed an on-line electronic magazine. different formatting.6. 4. Send your press releases to on-line magazines as well as traditional print media.Encourages sharing with friends and signing up. Some people just completely disregard HTML e-mail as it has been associated so closely to Spam.. Learn each time you send e-mail. just leave your e-mail and we'll send it right away. Test different offers.. refine and refine again your e-mail campaigns to get the most opens and click throughs you can.. 51 . Test. Always includes an option to opt out. and different images. Make it equally easy for the recipient to subscribe to your newsletter or e-mail by providing a ‘subscribe to’ link. or E-Zine.” Includes a hyperlink in your outgoing e-mail to make it easy to pass on your e-mail. Consider testing out both types of communication by testing different formats and measuring the response rate. refine. E-Zines have higher response rates than other bulk e-mail with higher click through rates and have broad geographic reach. “We're sending along gift certificates. By writing for an E-Zine. 4. text and embedded hyperlinks will outperform a non-HTML e-mail in terms of the number of readers who will respond to one or more calls-to-action. However. Providing content for on-line services will also boost search engine rankings.. you can create credibility with your target market by establishing yourself as an expert. then segment your list and send out both. Valid for .1 Plain Text or HTML Formatting? It is generally accepted that a well designed HTML newsletter with colourful graphics.
or ideas. Most blogs feature "here's what's on my mind" type of entries written by only one person. produce your own E-Zine.If you have a keen understanding of a market niche. people. Blogs rely on Web visitors coming to YOU instead of you going to them as is the case with E-Zines or newsletters which are mailed.8 Web Logs (Blogging) Short for "Web log. Coupled with a digital camera. frequently updated postings that are listed chronologically. There is no shortage of writers who can provide supplementary content to support your publication. soft sell that makes a personal connection. Blogging is also a great tool for motivating repeat visits to your website. 4. Blogging is an valuable marketing device as well as a customer relationship building technique. words and images. It is a non-invasive." a blog is a Web page made up of short. Recruit a writer to write stories about your business and submit them to on-line publications. It's similar to an on-line journal. You might be surprised at how reasonably you can get your stories told by a neutral third party. but generally blogs are used to share news about your establishment. Do you know anyone who has recently studied journalism? Consider advertising in E-Zines with niche appealing content. Content can vary greatly. projects. Ask your staff to contribute to the blog to add different styles and points of view. blogging helps seed the dream of previous guest’s next visit. as well as introduce ourselves to new potential visitors who read the blog to learn more about the owners or staff that they may meet during their visit. 52 .
com It’s easy to use and it is free! 53 . Create multiple blogs if you want to address the needs of a variety of niche target markets. Register your blog with the search engines. Allow people to sign up for updates of your blog. tell stories. Blog about one topic at a time and use your keywords! Give each blog its own page as well as include a page that shows all or recent blogs in a list. Don’t sell. The spiders will visit very frequently and update your blog’s ranking on the search engines almost right away. Check your text to ensure there is NO call-to-action. as a sort of chronology of life in the north. When you begin blogging. take the following tips into consideration: Keep each blog short. Create hyperlinks to other content on your website that supports what you are talking about. not an advertising medium.blogger.In terms of marketing value. Treat your blog like an on-line journal. taking the keyword strategies you develop and transposing them to blogging will result in your Web content getting very favourable treatment by search engines. Share pictures and images. The biggest player in the self-publishing service is www.
com) uses search terms effectively to drive traffic to their website.algonquincanada.Best Practices : Strategic use of keywords Northern Edge Algonquin (www. A search for fall colours. A sample of how keywords were used strategically in the blog. 54 . Algonquin Park shows Northern Edge’s website three times — the first two listings of the search directed at their blog and once with a pay-perclick ad on the right.
Similar to Internet marketing initiatives. Chapter T 1. gathering and managing customer data. the suitability of the application of the Internet to your operations will be an individual decision. he Internet can play an active role in your day to day tourism operations. influenced by the size. 55 . type and location of tourism business that you manage. 5. Who is your privacy officer? Identifying Purposes: The purposes for which personal information is collected shall be identified by the organization at or before the time the information is collected.1 Privacy Issues Recent changes to Canadian Criminal Code require businesses handling personal data to operate under 10 basic principles. 3.5 5 The Web as Your Operations Partner The Internet can play a role in organizing and simplifying your day to day tourism business and also save you time! Chapter 5 identifies where and how the Internet can be your operations partner in such areas as responding to e-mail inquiries. How do you inform guests about the use of their information? Consent: The knowledge and consent of the individual are required for the collection. use or disclosure of personal information. except when inappropriate. on-line payment option and measuring success. 2. Accountability: An organization is responsible for personal information under its control and shall designate an individual or individuals who are accountable for the organization's compliance with the following principles. The code’s 10 principles required to be in compliance with PIPEDA (Personal Information Protection and Electronic Documents Act) as described by the Justice Department are outlined below with implications and questions noted in italics.
The type and amount of data collected will depend upon your organization’s needs. Use every point of contact as an opportunity to update and confirm basic contact information. and then input into a database. data errors will occur the more times it is handled. Each translation of the data into a new format involves time and labour. 58 . The cost and accuracy of each type of data gathering is affected by the number of times the data is handled on its way to its final location. Fax: As a last resort. It is also a good practice to manually scan master data lists to consolidate knowledge that you might have that is not reflected in forms. Since the data is keyed in. Mailed forms must also be handled more often as the data gets input to your database. costing you money. Also. it is easy to read and data can be transferred into a guest file with only one handling. CRM When you take the time to implement E-CRM processes be sure the data you collect is accurate! When entering data over the phone always ask for name spellings and always repeat back information recorded for verification. the form can place data directly into an on-line data file creating a new guest record or updating an existing record which can be added to printed reports when necessary. E-mail Response: A registration template can be e-mailed to guests for them to complete when convenient and be returned by e-mail. While it is possible to record this information by hand. successful relationship. Here are some suggested approaches to gathering data from customers. It is likely to be the least clear of the data exchange options and is best used for waiver forms where signature is required. With data privacy of growing concern it is best to request the minimal amount of information required to establish and enjoy a safe. Web-based Forms: Some organizations provide on-line forms to gather detailed information about their guests. Mail: Although mail takes the longest of any of the data-gathering tools. Telephone: A guest relations specialist can input data directly into a data file while speaking with a guest on the phone. the extra handling of the information will increase the likelihood of data error. Data can then be placed in an on-line database for multiple location access. In best practice. This information can be e-mailed from the Web to a customer relation specialist for printing or input into a file. it is more accurate than data forms that are faxed. faxed data can be used to gather guests’ information.
4. This is frustrating for the customer. weekly or as-need basis.subscribermail. Web based forms or e-mail. An on-line data and e-mail management system such as www.com receives. For many small Northern Ontario businesses. this provides you with an opportunity to contact them by phone and re-establish the connection. custom e-mail messages 59 . corrections. while others are using or testing on-line storage of guest data in order to share information across different locations. you should be able to identify who gave them the information. 5. An on-line data management service permits simultaneous users at different locations to add/change data. Some options for on-line data management follow. access reports and facilitate the gathering of data one time only.constantcontact. Regardless of the data solution for your business. you must address the storing and management of it. a key element of a successful CRM strategy. Slowly build complete profiles of everyone in your database.com. www. sorts and manages your data on a Web-based service.4 Data Management Now that you have gathered data from your customers. If a guest or potential guest is inquiring about your services. For less than $50 per month your customer data can be sorted into types of clients by interest. take steps to protect your guest data by backing it up regularly and ensure the privacy of your guests and potential guests.com or www. Some other data-management strategies follow: Keep notes of whom the main staff contact is for each person in your database. Successful tourism businesses are continually building their database and making adjustments. Old or ‘bad’ records are purged from the database. Many people are hesitant to give information via the Internet. and give guests information in the form they prefer. Always make telephone communication available. Do not ask for data until you need it. Some businesses provide access to this data on other computers through a network.1 On-line Data Management Some businesses with multiple locations and only a single data source may require guests to complete forms or answer questions more than one time.campaigner. deletions and additions regularly. a single computer is the location of guest data. This approach enhances your ability to understand and customize interaction with your current and potential customers.5. using returned mail and e-mail. When you come across a returned e-mail or mail address. Information stored on-line or accessible through an internal network makes it easy to print guest reports on a daily.
The goal of implementing an Internet-based payment system is to reduce the cost of managing payments and increasing the ease of use for both client and tourism business.paypal. Most operate on a monthly fee basis.50.can be forwarded or automatic responses to an opt-in ‘call-to-action’ can be put in place. In many cases.9 percent + $0.S. data is kept on-line and managed with an on-line database. while retaining much of the fees credit card companies charge. the customer is looking for confirmation from your business. Visitors to the Website filled in and submitted forms on the Web. The recipient of the e-mail logs into their bank 60 . The service lets the buyer of tourism services log-in and send money to any e-mail address. Web-based forms are another form of on-line data management.S. with a security question and answer to ensure that the money finds its way to the intended recipient. visitors to pay for Canadian tourism experiences in U. These services also keep your database current by managing the soft and hard e-mail bounces discussed earlier. Registration for the Tourism Keys workshops was done using a three-staged process.com): The granddaddy of on-line payment. Paypal is owned by eBay. E-mail Money Transfers: Canadian Banks permit their account holders who utilize on-line services to send money anywhere in Canada by e-mail. 5. and deposits are not protected. The data can then be imported into a spreadsheet and further sorted and manipulated. Paypal (www. ECheques: U. The most beneficial aspect of ECheques is that it permits U. that deposits or payment has been received. Paypal is not a bank. Options for Internet payment are making it easier for tourism businesses to process payments on-line from all over the world. At present. ECheques require an account with a registered third party who can process the payments in Canada. Paypal provides a variety of services for on-line merchants who do not require a merchant account of their own. funds at a very low cost.5 On-line Payment There are a number of on-line payment options for your tourism business. Ideally. however. A review of current on-line payment options and their strengths and weaknesses follows. Read conditions carefully to make an informed decision. It emerged as a payment option to facilitate the exchange of goods on the on-line market. in addition to the financial transaction. The payments are linked to a credit card and/or bank account and each exchange charges a fee of 2.S. Banking institutions have developed ECheques. Data from Web-based forms can be e-mailed to the business directly or sent to a Web-based data file with comma separated values (csv).
5. make room assignments and process payments in a wide variety of European currencies. stay informed about the conditions and obligations of the payment options. without incurring 61 . exchanging files and documents as attachments. when to expect arriving guests. guest services or front office personnel can use instant messenger to communicate in real time with potential guests around the globe. MSN Messenger and Yahoo Messenger permit parties connected by Internet to communicate by typing messages. 5. Travel 2004” one of four consumers state they are more likely to purchase travel on line if websites offered clearer wording regarding penalties and fees. Communicating between locations about incoming guest data. Messenger can also be used to exchange information between two sites of the same business. The customer sending an e-mail money transfer assumes the cost of the transaction. According to research completed by JupiterResearch titled “Consumer Survey Report. The sender must log into their bank account to see notification that the e-mail payment has failed.6.account on-line and the money is deposited once they answer the security question. In addition. Most Web hosting companies can provide secure server access for an annual fee.1 Instant Messenger There are two large distribution Instant Messenger (IM) technologies. talking with others voice to voice when a phone is not available and communicating information in an immediate manner to potential guests is all possible using one or more of these Internet tools. Internet Protocol (IP) Telephony and Collaborative Meeting Rooms to enhance tourism business operations.6 Internal Communications There are a variety of Web-based tools that can help organizations make the most of the communications potential via the Internet. The guest opens a secure form on the tourism website and enters data like on a regular form. The services are available on a monthly basis with a variety of service levels. however additional data security ensures that the data is safely exchanged. Although some people send credit card account information on unsecured forms or by e-mail these transactions are potentially unsafe. and communicating messages between staff is extremely easy using IM. getting equipment ready for a rental request. The advanced services provide opportunities to set up commission sales accounts. Electronic Ticketing: TicketingSolutions. In all cases. such as Instant Messenger. Credit Card Payment via Secure Server: Some Websites offer payment by credit on their own secure server. In the event the security question is incorrectly answered the payment is not completed. Information about last-minute guest needs. collaborating with partners in tourism.com is an example of a company which provides on-line payment processing and ticketing of tourism experiences. sharing video feeds.
6. Meetings at designated Websites enable users to simultaneously: edit documents collaboratively. 5.3 Collaborative Meeting Rooms: A number of new services are evolving on the Internet to address the needs currently served by teleconferencing. Communication is in real time.2 IP Telephony New telephone services that make use of Voice Over Internet Protocol (VOIP). The technology compresses your voice and sends it over the Internet and phone lines in packets of information. sometimes with a slight time lag. although phone numbers can be purchased which enable others to contact you by phone.phone charges. A regular headphone with a microphone also works well. much like sending a file. Drawbacks to IP Telephony include a time lag for satellite Internet and inconsistent call quality. This is an extremely valuable asset to add to your Web-based services if you wish to capitalize on impulses of your Web visitor. Computers can be outfitted with telephone handsets specifically designed for the purpose. type and communicate via instant messenging. or impossible if you are beyond cell phone reach. Many organizations can provide IP Telephony allowing international and national phone calls at a fraction of the cost of land lines. The benefits of collaborative meeting rooms include: the ability to work collaboratively with your guest services team over great distances — a great training opportunity prior to your season when staff may be at many distant locations. communicate with IP Telephony.6. developing new tourism experiences or marketing strategies with a diverse range of partners. 5. It works best with outgoing calls. Be sure to post your IM availability and provide a clock on your Web page to alert potential guests to your availability to send and receive Instant Messenges. have created the potential to communicate by phone either where it is more expensive to do so by land line. and communicate with Web Cams. 62 . sharing information (data) in real time. examine websites by sharing what is currently in each others' browser windows.
telephone and through your Web pages follows: E-mail: Use a specific e-mail address for each marketing campaign. cost per new potential guest. and what they were initially looking for. what Web page they are on (if calling with their Web browser open). New and emerging technologies and reasonable pricing is enabling businesses of all sizes to make the Internet their primary medium of communication. Telephone: Tracking by telephone is done best when a consistent strategy for gathering inquiry information is followed by everyone who answers the phone. People generally do not remember the key words.7 Measuring Success Evaluating the success of your Web development strategies will help you make adjustments to your website design and marketing tactics by making more efficient use of your time and money in getting the guests you want. Post a check-list of questions to ask by the phone or provide forms to complete. 5. 63 .providing an enriched teleconferencing meeting experience. "I found you on the Web using a search engine" answer. You can use a separate e-mail address for each location of show that you attend. This requires a commitment within your organization to collect data and analyze it on a regular basis. Your ISP typically provides you with a number of e-mail addresses that you can then customize as required. you can ask what search engine they prefer to use. Inquire about where they saw your promotional information.media presentations.7. as that is the only time that e-mail address will be used. The steps outlined below can be used immediately and will assist you as you continually adapt and refine your CRM/Web enhancement strategies.1 Collect Incoming Data Measuring the impact of your strategy requires the collection of data to support tracking. Tips on how to gather data for e-mail. cost per Web marketing campaign and return on investment. by particular geographic market or by print ad. and the opportunity to meet with potential clients on-line and to share multi. what inspired them to call? If you get the generic. such as artsinfo@killarney. Ideally you will be able to determine cost per visitor. 5. Inquiries to this address can be easily tallied to give you the number of responses for that campaign. If you know when they found you it is possible to use Web analytics to determine what they were searching for. and ask if this is the first time they've contacted you.com. but they will remember why they sat down and started searching.
Most data analysis software is available for you to download and try for a number of days before buying. Many ISPs that host websites provide basic tracking software allowing you to perform basic analytics at no additional cost. Log files are generated automatically and generally updated each month. 5. The offer can be identical to one made elsewhere. but Web visitors to your designated page will leave information about their visit to your specific page in your LOG FILE. print ads. As you try out Web enhancement tactics and website marketing strategies you will be able to track improvement to your website traffic in each of these areas. At the basic level. which contains detailed data on your website use.log file. Ask your ISP what Web traffic tools are available to you as part of your current agreement. you will know how many people clicked to that page as a result of your marketing strategy.ca/cmits). and Web visitation statistics for each marketing campaign you run..bestwestern. At the basic level. and how long they visited each page.3 Deep Web Traffic Analytics Web traffic tools cost hundreds of dollars. 5. 64 .7. Some discount Web hosting services may only permit you to access the . where they went on your website.e. the better the data analysis is. By simply counting the number of entries to this unique URL. www.log file which stores visitor information to each page of your website. You may be required to purchase software to analyze the data. what the most frequently used entry pages are. Generally the more you pay. brochures. which search terms and search engines). but yield strategic Web design information that is worth many times the investment if the information gathered is used to continually adjust your Web content and marketing campaigns.7. how long each visitor stayed on your site. as each Web domain has a unique . you should know: number of website visitors (not hits) per day. where the bulk of your visitors are coming from.Web design for tracking: Prepare to capture Web data by creating a unique URL (Web address page) for each offer made through media. on-line ads (i. you learn where your website visitors came from (other websites.2 Basic Web Analytics Basic Web Analytics is the tracking of website visitors on your website.
etc. send only e-mail you know is arriving in someone's inbox. You can also determine how many people are passing your e-mail on to their friends and family. 5. By embedding hyperlinks into your outgoing e-mail.Deep Web Traffic analysis is not offered as part of a traditional Web hosting service. making adjustments as required. you can evaluate the impact and wording of your ‘calls-to-action’ and the attractiveness of your special offers. As the Internet evolves expect Web analytics to provide more and more advanced reporting to assist Web-savvy operators with ever more targeted Web marketing strategies. headlines. Deep analytics can provide the following tools: Geomatics: This service allows you to see precisely where your Web visits are coming from. Graphic Web Page Traffic Analysis: ClikZ's award for outstanding analytics last year went to ClickTracks Analyzer (www. Very targeted. how many subscribers are opting out as well as how many e-mails are arriving in inboxes and being put in the trash without ever being opened.7. On-line services also provide click-through reports which allow you to see immediate results of user responses to your calls-to-action. Remote Tracking Services: Some on-line Web tracking services provide you with a small java script which you cut and paste into each page on your website. Since most on-line services are on a per e-mail rate. notices.log file. Try different 65 . the statistics are made available for each e-mail and newsletter campaign you run.clicktracks. As mentioned earlier. The tool puts your Web page in a browser window and allows you to see what page elements users clicked to and from on your site. as defined by postal codes. The java script sends information to the data service which updates your tracking statistics and provides detailed statistical information without the use of the . images and text to encourage traffic flow which then results in greater response to your offers and a more engaging visitor experience. Every effort should be made to control the expense of your on-line e-mail campaigns by removing or correcting bounced e-mail from your outgoing lists.) is with Web based database services.com).4 E-mail / Newsletter Statistics The most cost effective way to manage outgoing e-mail (bulk newsletters. Specific Web page content can be refined by adjusting calls-to-action. off-line marketing strategies can then be tailored to very precise geographic areas. sometimes with accuracy down to the postal code.
always provide offers that are of a time-sensitive nature.ca www. In the tagline of your e-mail provide a hyperlink to dedicated Web content that resides on a specific landing page within your website. Web it up at a Northern Ontario Web Enhancement Workshop Catch up on all the Workshop news by reading our regularly updated Web log! Tourism Keys Phone Toll-Free: 1 800 953-EDGE Local Calls: (705) 386-1595 email@example.com lines and see what combination of words produces the greatest rate of openings! When tracking an e-mail campaign. A sample signature with a tag line from the tourism keys workshops is provided below.ca 66 . Alert your front line customer service representatives to ask previous guests what they think of your newsletter when they call.tourismkeys. Wendy MacCrimmon Guest Relations Get your clicks. You will then be able to track clickthroughs on your e-mail links to this page with your Web analytics.
an unscrupulous person could register and pay for your tourism business domain name then refuse to give you access if the relationship changes. Annual cost is typically less than $50.2 Outsource or Manage Your Own? Many tourism businesses do not directly design and add content to their Web page themselves or manage the details of their Internet strategy. and they may make you pay a substantial amount of money to get ownership back. Domain name registrations can be renewed annually or for a number of years. as it is the strength of the two that results in a well-designed Internet strategy.6 6 Getting it Done Now that you have a range of Internet tools and tactics to consider for your tourism business. how can you get it all done? Chapter 6 provides guidance and considerations as you implement your Web-based strategy. 67 . If they have paid for it. Plan your Internet strategy within the context of your overall branding and marketing strategy. Finding the right fit between your needs and the professionals you work with is a key consideration. Read and try all that you can to see what the next application is for your tourism business! 6. Retain ownership of your domain name. If you do not. but you must proceed at your own pace and on a timeframe that you are comfortable with. they are the registered owner. Chapter T here are many Internet-based tools and tactics that you can apply to your tourism business.1 Fundamentals for Implementation Keep the following points in mind as you implement your Internet and CRM strategy. Apply tactics and tools at your own pace. Implement at your own pace! Opportunities through technology continue to change quickly. 6. Not all of the information presented in this manual is suitable to all tourism businesses. passwords for administrative access and renew your domain name in a timely manner.
Check references. recognize that you will likely be going back to ask for changes. determine your budget and interview at least a few firms who might be able to help meet your needs. Determine which components of Web enhancement are most important to you. SEM and SEO are completely distinct services. You will find that tweaking your content is a never-ending process. rely on Web development tools which permit end-users to edit content and upload pages with restricted access. Some firms offer a Web-based solution where content is edited in a Web browser. Though these services require some of the same skills. the first job of a SEM is to understand what people are looking for when they enter search terms in a search engine and to encourage them to click on a hyperlink to your site.6. there are two main areas of concern that go hand-in-hand with basic Web development — Search Engine Marketing (SEM). Designing for your tourism-based services requires your service provider to have a basic understanding of the customer-relation management strategies you want to employ. 68 .2 What to Look for in a Search Engine Marketing Firm The focus of Search Engine Marketing firms (SEM) is on the development of compelling text for keyword advertising to generate website visits and refining Web content to encourage Web visitors to respond to your calls-to-action. If you outsource the work. Build this into the contract and your budget. Today. Do not focus on getting everything optimized at once. Search Engine Marketing or Search Engine Optimization firm requires a clear understanding of your goals. Ask colleagues for referrals to firms they have used and are satisfied with. Most firms that specialize in Search Engine Marketing do not specialize in Search Engine Optimization and vice versa. You might also ask for Web design that permits you to edit content without affecting the site’s basic design or linking structure. Benefits that the tourism business offers the customer. and Search Engine Optimization (SEO). like Contribute. Others. Changes made once work has been started can be more expensive than planning for your needs from the beginning.2. Much of the cost depends on how much time outsourced firms will spend on your project. such as keyword research. Set realistic goals and develop a long term strategy to increase your sales on the Web over the next few years. Think this through before Web development work is begun.1 Hiring the Right Firm Hiring a Web Design. including: Words used in search engines. 6. The tools used by an SEM firm are often only 100 unformatted text characters! SEM writers deal with only a limited set of words.2. so that the Web developer’s work is not undone. In a basic sense.
Unique selling propositions; Sense of urgency (e.g., limited offer); and Calls-to-action. The second job of SEM is to help you achieve your goals on your site. This is usually achieved by paying attention to the design and function of entry or landing pages. Once users click to your site, what do you want them to do? Do you want them to click the back button or complete your call-to-action? If visitors are not ready to take that action, do you provide other alternatives or an incentive to return to your site later? Although conversion marketing is often overlooked in SEM the focus is on getting Web visitors to act. 6.2.3 What to Look for in a Search Engine Optimization Firm
Search Engine Optimization firms (SEO) touch three main areas — keyword research/writing, Web design/development and link development. Some of this work is ‘behind the scenes’.
Keyword Research and Copywriting With actual Web pages, including landing pages, prepared by an SEO, writers must deal with titles, meta tags (or search engine relevant parameters), headings, a higher word count, site navigation schemes, calls-to-action (above and below the fold), and cross-linking. Though some of these features should be available on landing pages, many of these landing pages are not an integral part of a site's information architecture. Writing for a Web page is different than writing for a brochure. Skilled SEO copywriters know how to write with keyword phrases and how to incorporate these phrases into sales copy without diluting either brand or copy. Search-friendly copy has a certain level of redundancy that might not be acceptable in a print medium. Web Design, Development, and Usability Placing keyword-rich text on Web pages will not increase search engine visibility unless crawler-based search engines can easily access that text. A website's design, page layout, navigation scheme, and technical components are just as important as search-friendly copy. Finding a SEO firm that specializes in search-friendly design is difficult. Not only must this firm's staff have design skills, staff should have programming, development, marketing, Web analytics, and usability skills. Very few SEO firms have staff with both technical and marketing skills. Many firms that claim to specialize in search-friendly design promising high rankings with search engines consist of programmers having limited design and usability skills. SEO firms can often use a little help in developing a site that has at least some of the emotional attraction you might be looking for in transferring your hard-copy promotional material which builds your brand to the Web. Design focusing on appearance over usability can make a call-to-action less prominent or navigation difficult or worse, frustrating for the user. Be careful not to place the importance of design over usability! Work closely with Web development professionals to get the look and feel you want.
Link development for Search Engine Optimization is often an ongoing, and time consuming process. For a new site, link development often begins with directory paid inclusion. Since it is difficult to modify a directory listing, a search-friendly copywriter should know how to research categories and write appropriate descriptions that will enhance a site's overall search engine visibility and be an accurate directory description. Ask if the SEO has skills and experience in directory submission. Link development requires search, publicity, and e-mail skills. For example, an article opportunity might arise in an on-line publication. A qualified link development specialist knows how to: E-mail a publication to pitch the article; Write the article so keywords naturally appear in the copy; and Ensure the article links back to the website in a search-friendly way. Open communications between you and your Web professionals will contribute to effective link development.
Sometimes, SEO is a simple process. Maybe the title tags need a little tweaking. Adding text links and alt tags might do the trick. However, if you need to outsource or hire a SEO, make sure the firm has staff that specializes in search, copywriting, design, development, programming, marketing, and link development. It's a tall order. But these skills are essential for building a user-friendly, search-friendly, and persuasive site that converts potential guests into visitors.
6.3 How Does Internet Fit Your Business? Marketing and selling through the Internet will play a different role for each tourism operation. The use of the Internet will be influenced by stage of business development (new, mature, renovation, etc), its size and capacity, current visitor profile (demographics, origin, repeat versus new, etc), its target visitors, geographic location and other factors. A table is presented below to illustrate the many roles that Internet-based tactics introduced in this manual can play as part of an overall marketing strategy.
Tourism Business Profile Established tourism business, with high repeat visitation such as family-owned resort, fishing/hunting camp. High volume, commodity-type product such as campground, hotel/motel, etc. with high rates of turnover; high competition. Highly customized offer; due to nature of offer, repeat visitation not high. New tourism business; need to create presence in market, build demand and profile; etc. Role of Internet Retain strong relationship and reinforce loyalty by informing current customers of changes, upgrades, etc. Inform potential guests of special offers; what differentiates them from their competitors, availability, etc. Specific Internet Tools Quarterly e-newsletters; photo album or gallery with most current season; blogs. Keyword ads for special package and last minute deals.
Plays a strong role in attracting a range of target market segments in costeffective manner. Opportunity to provide credibility through pictures, testimonials, etc.
Use different landing pages/domain names to build presence and credibility in each segment. Information and material to complement other marketing initiatives, such as consumer shows; build awareness through affiliation with established regional brands; testing of packages and special offers via keyword ads. Customized landing pages, keywords and images to differentiate each site and each experience offered; provide segment-specific newsletter and resources to demonstrate that you understand the needs of this market segment.
Established tourism business with established clientele; expanding offer/facilities/ experience to attract different target markets at same or other multiple sites/locations — i.e., naturalists to fish/hunt camp, etc.
Establishes new positioning in costeffective manner.
Good luck, as you unlock the door to a higher performing Web presence for your tourism business!
the words a search engine uses in its search for relevant Web pages. The advertiser bids on and pays for placement of their key words with specific search engines.7 7 Appendices 7. using the Internet and other forms of electronic communication to communicate in the most cost-effective ways with target markets. Alternatively. A technique of analyzing data from a sales database to determine trends and buying patterns that can form the basis of a targeted direct marketing campaign. For example. Submit URL and Featured Sites. but rather a page that you have directed the Internet user to.1 Glossary and Definitions Click-through CRM Data-mining E-marketing Gateway page Home page HTML Hypertext Keywords Keyword advertising Landing page Meta tag Microsite Using a mouse to click a link on a Web page that takes the visitor to another website. when they enter a website. typically provides table of contents to the rest of the site. The ability to link from a word or words within a Web page to another page. Similar to the part of a newspaper above the fold. Electronic marketing. typically in blue. particularly through repeat purchase and up-selling. Hypertext Markup Language. For example a description meta tag holds descriptive text that will be displayed within search engines. The first page a visitor sees on the screen without scrolling down. Search terms or groups of words used by someone seeking information through a search engine. A landing page is not necessarily your home page. Links are highlighted and underlined. There are three basic types of keyword advertising: Pay-Per-Click. a museum's website may have a link to a microsite with information about a special exhibition the museum is running that will be removed once the exhibit is over. 72 . The main page of a website. A microsite or minisite. Chapter Customer relationship management and/or marketing. is a separate page of a website that has a separate URL than its home page and is used to provide information about and/or promote something that is related to the home page. An approach to marketing based on the assumption that knowledge of and a relationship with customers is the key to maximizing sales opportunities. Words serving a special purpose that are part of a Web page but that are not displayed. A Web page designed specifically as an entry point into a website. The script language which Web pages are written in.
Webopedia. www. World Tourism Organization Business Council. such as www.yourwebsite. Lycos and AltaVista. Common search engines include Google. consolidation and refinement of a number of sources including.com 73 .com Note: Definitions have been derived from a review. A URL is the common term that describes a website address.Portal Search engine Search Engine Optimization URL A website used as an entry point onto the Web. Uniform Resource Locator. but not limited to: “E-Business for Tourism — Practical Guidelines for Destinations and Businesses”. Yahoo. 2001 and “Marketing Tourism Destinations On-line — Strategies for the Information Age” WTO 1999. Frequent updating of language and content on a website to ensure that search engines will find the site easily and place it on the list as high as possible. A website that allows the visitor to complete a search for Web pages containing words that are of relevant interest.
com Pay-Per-Click Analyst http://www.payperclickanalyst.Webmasterworld.com Webmaster World http://www. getting found by search engines and directories.com GrokDotCom http://www. How to write effective copy for websites.com High Rankings Advisor http://www.com Search Engine Visibility http://www. Free twice monthly newsletter with sales oriented focus. Internet audience measurement and analysis. Extensive library of articles.clikz. technology.searchenginewatch. Forum for advanced Web professionals. Ask questions.2 Sources of Information and Tools Use the blank rows at the bottom to add more tools as you find them! ClikZ http://www. Small business Web solutions.com Search Engine Watch http://www.bcentral. A guide for creating an appealing website.com Neilson/Net Ratings http://www. Get the latest news about top pay-per-click search engine with product and service reviews from paid listing experts. Free daily newsletter with information specific to search engines. customer relationships. The place for search engine marketers. Free weekly E-Zine focusing on Search Engine Optimization. optimizers and advertisers.emarketer.searchenginesbook. Internet statistics.com eMarketer http://www.nickusborne.highrankings.com Writing Effective Web Copy http://www.com Articles from industry experts on e-mail.futurenowinc.netratings. on-line newsletters and e-mail campaigns. share experiences. 74 .7. advertising. search engine marketing and other topics.com Microsoft's bCentral http://www.
This action might not be possible to undo. Are you sure you want to continue?
We've moved you to where you read on your other device.
Get the full title to continue listening from where you left off, or restart the preview.