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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 email@example.com Jill Vandal, the Tourism Company firstname.lastname@example.org D’Arcy McKittrick, the Tourism Company email@example.com
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.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. . Thanks to the Rainbow Country Travel Association for their administrative support and guidance throughout this project.
It is supported by a dedicated website with selfguided tutorial at www. a goal for all tourism businesses. concepts and tactics to improve the effectiveness of your Webbased marketing covered in this manual will not necessarily suit all tourism businesses. how to use it and what you will find in the following chapters. The content continues to evolve as the technology and the Internet evolve. Begin your journey to unlocking the door to a higher performing website for your tourism business! Chapter M arketing in tourism. 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. as in many industries. you alone must determine the fit of your Internet strategy with your overall business goals. 1 .htm. faces both opportunities and challenges with the continuing growth and evolution of the Internet and technology. 1. including highlights of the latest research on who uses the Internet and for what. now and in the future.ca/tutorials. This chapter also introduces Customer Relationship Management.1 1 Introduction Join us as we explain who this manual is for.tourismkeys. Each of the principles. 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. As with all strategies.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.
concepts and how it might be used by your business. on-line payments and measuring success. responding to e-mail inquiries. 4 Getting Travellers to Your Website… outlines strategies and tactics to drive visitors to your website and ultimately to buy your tourism experience. Now you do it! … gives you the space to outline your personal action plan and additional resources to consider as you implement that plan.3 The Essentials of a Good Website … highlights the key elements of an attractive and useful website for current.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. A glossary and relevant Web addresses for future reference are included in the Appendices. Learn about it… provides such information as definitions. potential and future customers.highlights the features of a great customer relationship strategy every step along the way. 6 Getting it Done … looks at how the Internet fits your business and discusses strategies to deal with challenges. 5 The Web as Your Operations Partner … covers such topics as privacy issues. 1. 2 . data management. A Focus on CRM …. Look at it… provides examples and lessons of ‘best practices’ of other tourism businesses and organizations. The following is a brief description of what they mean. Think about it… gives you planning and decision-making tools that you can apply to your own business needs.
consider your needs and implement at your own pace. Please note that products and services highlighted in the manual and in the tutorials are not endorsed by any members of the Partnership. This approach ensures that you. you are clear on what you need done. It is designed to give you information and tools so that when you speak to your Web support person. For many. influence the design.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. Do not think that everything must be implemented and/or changed right away. improving your website and making sure it is found by visitors seeking the experience you offer is the only information that will be used. Take a step back. content and features of your website to support your overall marketing efforts. There is a full range of information for your consideration and use in this manual. as the owner and operator of the tourism business. For others. 3 .1. but are presented to illustrate the range and effectiveness of free and paid options for your consideration. there is more in-depth information.
1 A Marketing Framework Far too often tourism marketing is viewed as a very narrow activity. Only when operators have a clear idea of the marketing goals and objectives they want to achieve should they look to the Internet. Marketing Communications Development & delivery of messages to clients that inform and influence — such as: advertising and promotion. competitive analysis. Sales Convert a potential visitor’s “desire to visit” into an actual visit — first time and repeat — such as: pricing. stakeholders. opportunity identification. timely research . visitor needs/wants. while influencing expectations. corporate partners.such as: visitor tracking. and general public. Research & Plan Undertaking and collecting relevant. 2. encompassing all of the activities undertaken to build and maintain long-term relationships with clients. etc. 4 . and far-reaching tool. It also provides information on how the Internet is used by travellers. Marketing Building and maintaining long term relationships with clients: visitors. packaging with other trade area businesses. prebooking/ reservations. In practice marketing is much broader. Product Development & Delivery Consistently delivering the right visit experience to the right visitor at the right time. It is a very powerful. You will use these as you build and enhance your Internet marketing strategy. Chapter T he Internet is one element of a well rounded marketing strategy for tourism operators. immediate. equated only with “advertising”. but it is not a replacement for a marketing strategy.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.
with use of the Internet providing access to a broad range of market data and information more quickly than low-tech activities. For others. “listening” to customers. their needs.com World Tourism Organization — www.gov. For example.world-tourism.canadiantourism. it is important to have a thorough understanding of a particular client group. low tech activities may be the core activities. it may be useful to think of marketing as a business function with four components — research and planning. For some components of the marketing function.tourism. leading to a desired outcome.on. Market Research Low Tech/non-Internet High Tech/Internet • Studies. and. and sales — as illustrated in the previous page. In fact.org 5 . as well as market trends that may affect a tourism business are important “big picture” issues. supplemented or enhanced with specific Internet applications. The key to a good marketing strategy is to develop tactics in each of the four areas that are integrated or complimentary. Understanding the size and characteristics of potential markets. desires and characteristics (planning and research) so that the best combination of facilities and services can be offered (product development and delivery). You then have to let them know when the experience is available and under what terms (external communications). 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. publications & reports at • On-line sources seminars/workshops and by mail Ontario Ministry of Tourism and Recreation — www. These can be addressed through market demand assessment. almost any marketing activity can be enhanced by using an appropriate Internet application. Research and Planning The Internet provides tools for better research and planning in at least three areas: market demand assessment. the Internet may be the most effective medium for implementing some marketing functions with low-tech tactics taking a support role. product development and delivery.To do that well takes a lot more than advertising. competitive analysis.ca • Discussions with other operators Canadian Tourism Commission — • Hire consultants www. and be prepared to ask for and accept the reservation (sales promotion). But in general. marketing communications (or advertising).
competitive analysis — is an important part of planning and research.Keeping tabs on what your competitors are doing and understanding how your offer compares — in other words. and experience enhancement — can benefit from use of Internet applications.outsideaway. This can be undertaken much easier and more frequently using the Internet than relying only on low-tech activities.com Look around at trade and consumer Outside On-line — shows www. But given that it is often difficult to set aside enough time for talking to each and every one of your customers. developing packages) and delivery (offering seamless experience to customers) stages. the Internet allows you expand the scope and scale of this type of research.com • • • • • There may be no substitute for a good. long heart-to-heart talk with your customers when it comes to monitoring how well you are meeting their needs and desires. availability. This is followed closely by sharing information (pricing. 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. Partnering with other tourism operators to offer packages for your customers can be a time consuming process at the development (finding partners.canadatourism. or to make yourself available at times that are convenient to both you and the customers. Listening to Customers Low Tech/non-Internet High Tech/Internet Telephone.com National Geographic Traveller — www.nationalgeographic. booking information) in a timely fashion once the package concept has been agreed 6 . mail inquiries. 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. One of the most daunting challenges is physically “getting together” to create packaging/partnering concepts and ideas. Competitive Analysis Low Tech/non-Internet High Tech/Internet Collect and review brochures.
at other times influencing takes precedence. 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. Regardless of where a customer enters the cycle. Often overlooked is how Internet applications can enhance the actual visitor experience.upon. 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. 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. it may in fact start with the glow. As illustrated. From building pre-trip excitement and anticipation through virtual visits. Web logs (or “blogs”) and shared websites can facilitate both more efficiently than endless face-to-face meetings. couriered packages and faxes. e-mail. to instant “memories and bragging” that visitors can post during their visit for friends and relatives to see. it is possible to look at the communication life cycle as having four stages or progressions.ontario. what is important is that information needs are likely to be different at each stage — sometimes informing is the key objective. The range of Internet applications available to tourism operators for marketing communications is constantly expanding and evolving. For repeat customers. Many operators may Traveling After still consider this the primary role for & Visiting The Visit the Internet. And.net (Ontario Tourism Marketing Partnership). globally. Starting with “choosing experience/destination” for first time customers. Web conferences (with video. even). 7 . Business listing (with a live link) on Web directories and portals such as www. the cycle progresses through “planning and buying” to “traveling and visiting” and then the “after the visit” glow and recollections. with a current list including: Website. Internet applications such as instant messaging. Even if that is true for you. your website can become an integral part of the visit experience.
etc. Sales Promotion Low Tech/non-Internet High Tech/Internet “working the phones” • Website/e-mail inquiries On-site “upselling” • Checking availability (i. Although not complete. Instant messaging.Search engines (i. Sales Making it easy and convenient for customers to purchase your offer is the goal of the sales promotion component of marketing. Google. 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.) • • • • • 8 . real time booking Travel trade (travel agents. E-mails. including providing some form of electronic payment. Yahoo. tour and confirmation operators. 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). So. when is there space available?) Mail/fax coupons and special offers • Reservations/e-commerce — e-mail Customer loyalty programs request and response. more and more Web users are prepared to complete transactions on the Web. the opportunity (and the challenge) for tourism operators is to encourage and facilitate commercial transactions. and. These are all discussed in more detail throughout this handbook. illustrated below is a list of low-tech and high-tech options. • Web log (or Blog).. Over the past few years.e. etc. In general..e.). e-newsletters.
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. The Internet allows travellers to compare prices and tourism experiences from the comfort of their home. More than data collection. The Internet has changed that. monitor and interpret. In the past. CRM is. The relationship is based primarily on the data you collect. The cycle has shifted from one marketer selling to the masses to one-on-one relationships. a relationship of trust was established directly between the buyer and seller as there was no middle man. the offer was typically more standardized. this customer focus is reinforced by the increased demands and interest for customization of trips that the visitor is now seeking. 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. CRM is the means to begin and manage a long term relationship with your ideal target markets. otherwise known as CRM. past and potential customers or contacts over time. is getting a lot of attention these days. It is therefore critical that all staff that interacts directly with your customers have access to the same information on current and 9 .2 Customer Relationship Management C ustomer relationship management.2. It establishes a one-on-one relationship between your tourism business and your visitors. in a rather sterile manner. The process of CRM builds on the generally accepted rule that 80 percent of your revenue comes from 20 percent of your customers. Farmers.2.1 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. The buyer was farther away from the manufacturer and mass sales became the norm. In tourism. as in other sectors. 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. merchants and artisans sold and bartered directly with their customers. The industrialization of the world changed that and as urban centres grew. “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”. traders. so did a long distance economy. In travel. according to the World Tourism Organization. In the early 18th and 19th centuries. the individual now has unlimited access to research and to buy from anywhere in the world. A CRM strategy builds a database of in-depth information about current.
10 . Some specific examples follow: Customize invitations to families that are repeat visitors in the summer to join you at school break times. marketing promotions. as they know you and have confidence in you and your tourism business. you may determine that very loyal repeat visitors are in fact. You can be proactive in presenting your best potential customers with customized experiences and products. Circulate e-mails through a database of your customers that identifies keen night watchers and/or appropriate clubs and organizations. 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. For example. Design and post a Web page that highlights families using your facilities at various times of the year. Travelling and Visiting Data you have allows you to customize on-site services/facilities and personalize greetings. Add hyper links on the invitation to an article in a respected journal or magazine that discusses the phenomenon. The following chart illustrates the power of CRM at the four stages of the decision-making cycle. at the strategic level.potential customers. 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. not your ideal customer as they spend little on site or do not opt for many of the extras that you provide. 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. At the tactical level. You can provide maps. You can shorten the sales cycle due to increased loyalty from your customer. 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. mode of travel and who they are traveling with. Data gathered as part of an ongoing CRM strategy can be used at two levels — strategic and tactical.
guests and inquiries that highlight packages around U.S. The specific tools to support these Internet-based tactics are presented in the following chapters.-only holiday periods.Plan food and beverage that reinforces the theme and evening timing of the event. 11 .S. Send messages to U.
2. Acquire & Retain Acquire customers and prospective customers. Our Web practices are absolutely crucial to enhanced customer relationships”. The CRM Cylcle The CRM CycleThe CRM cycle has four main stages. 2. Many people just aren't at the spring shows any more. 1. channels to meet customer needs and customize by market segment. Develop & Customize Develop products. Canoe Frontier 12 . Understand & Differentiate Understand customers’ needs in order to differentiate based on their needs. services. and those that are. Deliver increased value to customers.2. 3. World Tourism Organization. 2001 “Each year it becomes increasingly more important to reach our customers through the internet. Interact with customers and prospective customers in the delivery of customized experiences and products.2. Lynn Cox. retain valuable customers. E-Business for Tourism. 4. characteristics and behaviours. according to Nykamp illustrated below. are always going to our website to get a good sense of who we are. Interact & Deliver Source: Nykamp CRM Cycle.
13 .The combination of the Marketing Framework outlined in Section 2. Develop and deliver customized products and experiences for your target markets that show each market that you understand their specific needs. Close the sale to acquire/retain customers by converting a visitor’s desire to visit into an actual visit. Research and plan to understand and differentiate various target markets that you serve or want to attract. 2. but now they look on the Internet two weeks ahead and search for bargains. 2. the Internet is a useful tool in a complete marketing and CRM cycle. 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. Your understanding of how your visitors use the Internet will contribute to the development of an appropriate CRM cycle. first time or repeat.com — research/new research/TAMS . 3. Stages of decision making cycle include choosing which destination or experience they are seeking. 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. Each stage requires a different message.1 with the CRM Framework outlined in Section 2.tourismpartners.2. 4. provides a clear four stage process for you to follow: 1. To attract Americans. Other trends on the Internet and word of mouth include: Word of mouth remains the primary means of selecting a travel destination. Review the most current Travel Activities and Motivation Study (TAMS) research available through the Ontario Tourism Marketing Partnership Corporation (OTMCP) tourism industry page www. 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.to identify what secondary types of activities your target sector likes to combine with the primary trip motivator. you need a website that is good enough to ‘close the sale’. planning and buying.3 How Travellers Use the Internet As discussed above. Additional information on how travellers use the Internet follows. traveling and visiting and after the visit.
Traveller’s Use of the Internet. 60% use company-owned websites such as those for hotels and airlines.S. 59% use search engines. Travel Planning Travel Reservations Spending on-line Profile of Users Source: Travellers’ Use of the Internet 2004 Edition. Frequent travellers. Tourism business owners should keep these uses in mind as they plan their Internet strategy. travellers since 1993. and 50% use destination websites. Travelocity or Priceline. those who take more than 5 trips a year. The Travel Industry Association of America (TIA) has been tracking the use of the Internet by U. 49% men. 51% women. Average spending for on-line travel is estimated at $2 700 per year. adults who use the Internet are travellers. 38% are College graduates. either in the destination site or accessible through links. Sites used for travel planning include: 70% use on-line travel agency sites such as Microsoft.6 million of on-line travellers book or make reservations on-line. The growing need for secure on-line reservations has to be stressed in relation to more experienced and self-assured tourists. 70% of on-line planners and 45% or 44. Expedia. use the Internet higher than those who travel less-frequently. 62% spend more than $1.3 million travellers or ‘on-line travellers’. 65% of on-line travellers consult the Internet to get travel and destination information. 47% are Baby Boomers between 35 and 54 years of age. 83% of on-line bookers use the Internet to do at least half of their travel booking. Highlights of the report “Traveller’s Use of the Internet.000 on-line on travel products and services. Tourism Industry Association of America 14 . 2004 Edition” provides useful insight to the role and importance of the Internet.Experienced tourists will increasingly put together their own holidays on a modular basis with direct bookings. The share of on-line bookers making all of their reservations on-line has increased from 29% in 2003 to 40% in 2004. The availability of in-depth information on suppliers’ products. The possibility of ‘shopping’ via the Internet will stimulate later bookings. will become more important as a basic precondition for the success of websites. 2004 Edition Highlights Use of Internet by Travellers 82% of U. That translates into a market of 98.S.
Travel Industry Association of America 2003. Sources: 1.K. 29%) and destination websites (29%.3. You must know and understand those differences as you develop and implement your Internet strategy.2.7 million users in agents and tour operators due to Western Europe consumer protection laws. March 2004. of Wisconsin Madison/Extension). Origin Country United Kingdom Comment on Use of Internet Statistics Germany France U. Department of Urban and Regional Planning. rest of Europe second in Europe behind UK. 47%). • 43. Wisconsin ATV Association. travel supplier brochures (35%. When planning their trip. A review of usage of the Internet by major origin markets for Canada is presented below as a starting point. Northern Landscapes: Opportunities for Nature-Based Tourism in Northern Ontario Research Resolutions 2004 2. 52 percent of Wisconsin’s ATV tourists relied upon word of mouth. U. there were 208. majority buy through Commission1 estimates that retail travel agents. 39%) travel magazines (37%.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. 36%) travel suppliers websites (30%. 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%. 39%).3. is highest in on-line booking European Travel in Europe. 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. 15 .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. (Source: Economic & Demographic Profile of Wisconsin’s ATV Users.5 million users in the On-line bookings increasing. Some specific examples are presented below. 36%) and travel agencies (34%. in-room guides (42%. followed by ATV clubs (26%) and the Internet (13%).
M. “Campers were average users of the Internet as a source of information and as a channel to book travel activities.. Internet is an efficient channel to reach Outdoor Activists. the Internet represents only a secondary channel to promote Aboriginal related tourism products.A.M.” Campers 58% Hunters and Fishers Naturalists 45% 15% 17% 45% 11% Outdoor Activists 64% 31% Source: T. 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.The Travel Activities and Motivation Study (T. does provide useful comparative information by sector.” “…are above-average users of the Internet as a source of general information and as channel to book travel activities.S.S.).” “Hunters and fishers were below average users of the Internet as a source of general information and as a channel to book travel activities.A. This reflects the fact that many within this segment are mature and less likely to be Internet or computer users. 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. Lang Research 2002 16 . Given the age of those interested in Aboriginal tourism experiences.” “…less likely than average to use the Internet as source of general information or as a channel for booking a trip.
A landing page that captures the interest of the viewer. 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. 3. 1. 7. Generating repeat visits to your website. and build a desire to become your guest. service or experience. ask for more information. Visually appealing. Meeting travellers’ information needs. While your Web page is one of many ways that you use to interact with your customers.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. Easy to navigate. Ultimately the essential element of a good website is anticipating what the traveller is seeking and providing that information to them. When you design and update your Web pages. 9. Great Web copy that encourages your website visitors to stay on your site. it is an important one. Calls-to-action. 8. 4. 2. Strategic use of keywords. consider these as the basics. 17 . 6. Establishing and building credibility about your tourism facility. 5.
1 A Great Landing Page A landing page is the first Web page that a visitor sees without scrolling. It can be your home or welcome page. Each of the pages below can be a landing page. but often is not.3. 18 . 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 sub page of the site above. a page that highlights specific seasonal experiences or be one that targets a specific market segment. A landing page may take the Web visitor to a particular experience that you are highlighting.
and inspires reading. Ensure it is in context. Without using a scroll bar. check to see if your viewable space is engaging. 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. your headline should convey the benefits to your audience. 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. visually stimulating. Logo ‘in context’ Load your website in a browser and assess the ‘viewable space’ when the page loads.This page brings the visitor to information on family reunions and special events. A headline must be included in the visible part of the first page that people see. Images suitable to the audience 4. Simply put. 2. 19 . Important Features of A Landing Page 1. A headline that conveys benefits 3. visiting other pages or considering a course of action. your bold promise.
border crossing. etc.net — Travel Tools. 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.xe. provide links to other credible partners that provide the most current information. typically seek such as GST rebates.mnr.com 21 . Travel Tips travel distances.gc.on.ca Currency Conversion www.weatheroffice.wildernessnorth. Fishing and Hunting Regulations www. Web Design Tip In addition to providing information yourself.ontariotravel.ec.ca Weather – with a link to local weather www.theweathernetwork.com) provides their guests with “The Most Complete Outdoors Packing List” both on-line and in a printerfriendly Adobe Acrobat format. Some sources of useful information for guests include: A full range of information visitors www.gov. They also encourage guests to let them know if there is anything missing so that they can update the list.Look at it Wilderness North (www.com or www.
Ensure the theme is consistent on-line and off-line with your organizational identity(ies) and branding. 3. Features to consider are outlined below. Keep in mind different browsers. Your website must reflect images that reflect the audience you are selling to. Font is clear. 4. Images for a corporate retreat will differ from those for school groups. Use a plain background rather than background stationary which interferes with the font. colour profiles. Use large. 2. consistent and easy to read by all ages. clear and dark font to ensure copy is easily readable.3 Visually Appealing The Web is quickly scanned by readers. Selling to families will have different images than selling romantic getaways. Text should be broken up by headlines. you must ensure that you capture their interest and make it easy for them to read by presenting a visually appealing page.5 ‘Great Web Copy’. 1280 x 800 pixels 800 x 600 pixels 22 . Consistent with overall branding and identity. Copy can be easily scanned. Design for 800 x 600 which will also be easily viewed by those higher resolutions as illustrated below. screen resolutions. Features of Visually Appealing Website 1. Images suitable to audience. It will also clutter a hand copy. Additional considerations for copy are presented in Section 3.3. text boxes and pictures. therefore.
Include the features below to make your site easy to navigate. Keep it consistent on every page and as simple as possible. Features to make your site easy to navigate 1. Links open within the same window 4. 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 . external links in a new 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. Add an option to search your site as shown below. Simple. 2. Navigation bars on every page 3.3. Hover bars are an attractive approach. consistent navigation Getting around your website should be easy and straightforward. This reduces the frustration of those seeking specific information. The navigation bars should be visible from any section of the page. Internal links within your website should open in the same window.
Mayor. Develop compelling content that is concise and objective. Use words which show you fully expect them to visit — “When you visit.. and set text and photos in boxes to break up copy. Be clear and confident. using bold. It is important that your copy can be easily scanned. First. ON 24 . ask for more information.8. use meaningful subheadings so that the reader can get to the information they are seeking quickly. Write text that appeals to your Web visitor’s imagination.” vs. include one idea per paragraph.” Strive for a conversational style. discussed in more detail in Section 3. South River. Provide a FAQ page to meet potential guest needs for information in a cost effective manner. you'll find. use inverted pyramid form of writing — like newspapers. Your website must communicate the value of establishing a relationship with your tourism business as quickly as possible.” Chris Hundley. 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. it is important to understand how people read the Web. “If you choose to come . highlight. and build a desire to become your guest. In as short a time as possible. Tips on writing great Web copy follow: People on the Web do not want to be sold to. they want to get a sense of whether or not you can meet their needs. don't make your website look like an ad.5 Great Web Copy Writing for a Web page is different than writing for a brochure or print advertisement. Include a ‘Call-to-Action’. People scan the Web and generally do not read every word. bold italic and colour for emphasis (be careful with underlining as it is standard hyperlink form).. “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.. To make your copy easily scanned: use bulleted lists. Your goal is to encourage website visitors to stay on your site.3.
25 . By encouraging visitors to share their pictures with others who they shared their experience with. Contests and Giveaways: Offer contest entries that require potential guests to sign up for your newsletter. Change your offer often and get permission from your mailing list to inform them when you have something new! 2. think of what motivates you to return to some of your favorite websites.com) provides an opportunity for guests to post comments in a guest book. you will also generate new website visits from your guest's family and friends. If you send notification of specials by e-mail. Specials: Let people know you change your contest. Guest Pictures and Stories: Make it easy for guests to share pictures and/or stories.3. make them available on your site so they click through to your site. 3.gammondalefarm. Gammondale Farms (www. Ten tactics and tools that are successful at getting visitors to return to a website again and again are outlined below. Give them a reason to return to your site! As you consider the design and content of your Web page. Make sure your on-line offers or "Web Only" specials do not conflict with other channels for selling your tourism experience. prize or specials regularly and ask permission to let them know when you have a new contest or prize. 1.6 Generates Repeat Web Visits People return to well-designed websites.
consider having a Web cam trained on some particularly scenic aspect of your viewscape. but each time they use their computer they connect with you in your images. hiking. For example. printable images) on your website and encourage guests to come back regularly and download new photos. 8. trails. By hosting the on-line reunion space. 5. most recent bird sightings. 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. 10. Quetico Outfitters (www. guests will come back to your site to continue and enrich new relationships they established when they visited you. 6. Web Cam: If you have an inspiring location. magazine and latest book ‘reviews’. If you continually refresh your content your guests will have a good reason to stop in and say hello. Web Gallery: Post high quality images (desktop pictures. Message Boards: Provide opportunities for your guests to leave messages for one another. Not only do they come back to your site.ca pages. 7.queticooutfitters. recipes from the wilderness or used on shore lunches. The enhanced position these pages are often afforded by search engines is a bonus.com) has created “Tales from the Trails” for this purpose. Tell a Friend: Provide a simple hyperlink that asks your Web visitor to send an e-mail to a friend as on the tourismkeys. 26 . attractions. 9. Provide Resources of Interest: Provide resources of interest to the target market. Killarney Mountain Lodge provides a direct link to the Killarney Provincial Park website. or use your Web log to give current news. What's Happening: Provide a ‘what's happening’ page or on-line newsletter page. Provide screen savers and/or postcards from your site that visitors can download or forward to others. Provide Broad-based Tourism Resources: Consider providing an entire page dedicated to detailed background information on your most important regional tourism brands: parks.4. This content can provide a great reason for people to visit your site often and recommend it to others as a great resource. snowmobiling trail conditions. ATV.
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. If you write stories that get published on the Web in E-Zines be sure to include them on your website. you need to apply for them. Testimonials Quotations from previous guests can be very effective. Partnerships 27 . non-traditional relationships. Lead with your most impressive story for each market. A good practice is to copy the article from the Web in case it is eventually archived or removed. and identify the organizations and/or certification that recognizes your level of excellence. When you establish partnerships with other credible organizations. Write press releases for international and niche specific publications. and update your earned media by having a tracking system in place. chambers of commerce and economic development agencies recognize excellence in tourism. providing the reference on a page within your website. Provide hyperlinks to the articles where they appear on the Web. Post links to these organizations once you have received permission. Awards and Recognition 5. Send press releases and document the earned media that is generated. Tourism organizations. Five specific ways to build credibility are outlined below. consider organizing your credibility elements so they appear on or are linked from your designated landing pages for each niche. or specific partnerships to deliver an experience. Post awards on your website with links to the sponsoring organization where appropriate. Media Stories Web design tip If you serve multiple niche markets.3. 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. Guests may write unsolicited supporting testimonials. 2. author. identify your partners by showing their logos and providing hyperlinks between your sites. Whether an activity oriented alliance. Record the date. Ensure that the content of the credibility builders speaks to how you serve each market. 3. Quality Assurance Standards 4. and website content. or scanned the text from printed media. then provide typed copy. but in order to build up a collection of them. Features to Build Credibility 1. Credibility elements can be organized so that they appear on each page. But to win most awards. or they may be clustered on a dedicated credibility page. publication. take time to ask guests for them. take the time to highlight your relationships with these organizations.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.
which provides the visitor with a chance to start the relationship with your business in a non-threatening way. is a secondary call-to-action. such as signing up for a newsletter. A small yes. etc. or give website visitors a reason to take immediate action (i.8 Calls-to-Action A good Web page always includes calls-to-action. An e-mail address is far less threatening to ask for than the numbers on their credit card. last minute or time limited specials. attached to an action.e. A Big Yes Make it easy for your website visitor to book. For example: offer a bonus or gift..3. There are two levels of calls-to-action or commitment that you are seeking from potential and current guests when they visit your website. both on-line and through more traditional channels such as telephone. 28 . provide options. Make sure that you deliver what you promise.). Sign up now to be the first to get dates and rates for program XYZ. Some examples include: Sign up now to receive information on Web-only specials! Sign up now to receive our quarterly newsletter. fax or mail. e-newsletter. updates. A big yes is a call-to-action such as ‘call now to book your vacation’. register or pay. This small yes. Additional detail on forms of permission-based marketing is presented in Chapter 5. Invite people to join your e-mail list for special offers. A Small Yes Since most visitors to your website will never buy. You want to make it as easy for the customer as possible to make their commitment to your tourism business. etc. When asking for this level of commitment. catch those who show interest by collecting their e-mail address with a small yes or a secondary call-to-action. small and large. commonly referred to as an ‘opt-in’. gives you permission to send information to your potential guest. discounts. the big yes.
3.abc. such as Google. MSN. on web pages for keywords that match and are relevant to those put in by the visitor. listed on the first page. pictures etc. Therefore. 1. pictures and in the behind-the-scenes code relevant to target markets to ensure that it gets listed by search engines.def. Search Engines. keywords act as the connector between the consumer and the search engine as illustrated below.com www. Web copy.com You want your website to be listed in the first three pages of search results and ideally in the top ten. 2.xyz.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. Dogpile and Yahoo scan headlines. Keywords are also the words a search engine uses in its search for relevant Web pages. a well-designed Web page will use keywords throughout headlines. www. Relevant websites are listed for visitor to review. text.com www. 29 . Ontario” or “RV campgrounds in Northern Ontario”. Essentially. 3. Visitor types words or phrases into search engine such as “women’s ski getaways. A sample screen shot of the results of a search is presented below.
air service. you must understand and differentiate each of your target markets. restaurant etc.9. These words should be included in your keyword list and used throughout your website. women’s getaway corporate Your business name. think about what words each target market might enter into a search engine as listed below. urban centres. etc. retreat. ATVing luxury resort.3. This is step one of the CRM cycle outlined in Chapter 2. which might be part of a full service resort. 30 . including separate facilities contained within the business such as a marina.1 Defining Your Keyword Universe In order to define the keywords that you should use throughout your Web-based initiatives. lakes. wedding. rivers. self catering cottages family reunion. major built specific to your geographic region attractions. full service outfitting learn to snowshoe. walleye fishing. Type or level of service Type and nature of activities Style of accommodation Reason for visit Name of specific business guided kayak trips. How people search For example… Well known brands and place names national and provincial parks.. To build your keyword universe.
Chapter 4 Getting Travellers to Your Website G etting your website seen doesn’t just happen.4 If you have a website. It takes work and monitoring on an ongoing basis. 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.
Lycos. such as Google. AOL and Yahoo on a daily basis when surfing the Internet. SEO is an essential part of an Internet marketing strategy. Reality: If you don't register. Search Engine Optimization (SEO) is the process of updating the language and content of your website so that search engines such as Google. and specific tourism experiences that you offer. With Search Engine Optimization. your keywords or your inclusion in the search results is meaningless.com for current sharing of databases. Getting banned for trickery is expensive and time-consuming to remedy. wording. Refer to www. Reality: Your tricks may get you blacklisted. you'll surely see Web traffic increase. Rely on relevant content to rise to the top. Myth #1: All websites are listed automatically. 32 . To do this you (or your Web support person) must continually refresh HTML code. Myth #2: Once registered. 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. Lycos.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.4.bruceclay. but also when they are seeking travel related services when searching for your region. The relationship of search engines to each other changes often. Very few people utilize bookmarks to remember and visit their favourite sites. Careful placement. AOL and Yahoo will find it easily and place your site as high on the list as possible. regional tourism magnets. Over 85 percent of the 391 million people on-line use search engines. not only can you ensure you are found when someone searches for you directly. 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. your site will likely not be listed. so it stands to reason that the easiest way for people to find your website is to use a search engine. (the hidden code behind the text) and use targeted keyword phrases throughout your site. MSN. Reality: Take steps to appear in the top 30 listings for Myth #3: I know a guy who can trick the search engines.
e. Have linking information. called keyword density is also important. for www. 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.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. This is different from publishing a brochure on your tourism business. Provide hyperlinks within your site that include your keywords. The relationship of keyword phrases to the total number of words on a page. On the Web. convey a lot about your site. Step 2: Request an inbound (reciprocal) link of the top 30 sites by e-mailing the Webmaster and requesting a link. <H1> through <H6> are hierarchical tags.. such Alternative Text Images or alternative text are important components on websites and can 33 . Page Copy Rankings by search engine are based on relevancy. These are not visible to the person visiting the page. Refer to the bar on the left for tips to improve link popularity. Inbound links are on-line testimonials to search engine spiders telling them that your site is important. <title> Eagle Lake Bed and Breakfast — a unique B&B</title> vs. Some points are also awarded by search engines for links to external websites that are relevant for your keywords. Keywords: Add meta tags to your pages.ca. include a description of your site including keywords. Headings When pages are being coded by you or your Web technician. often associated with different font sizes or styles. i. Provide an image and linking code ready to cut and paste. This extends the reach of your site even further. 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. Title something like. Step 3: If you can.tourismkeys. If your site displays keywords Hypertext links Hypertext links provide a direct link to a Web page from the highlighted text. Meta Tags There are three main meta tags on each Web page. including graphic and HTML code if available. the <alt> text that appears before an image loads is an important place to include your keywords. To search engines. or ‘inbound links’ that point to your website. Is there something you can offer to encourage the link? You can also set up a dedicated page requesting people to link to you.: <title>Home</title>. Step 4: Use relevant landing pages. 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. “I'm interested in marketing opportunities on <site name>”. For example. Link Popularity Link popularity is the number of other websites.tourismkeys. Robots: Use the meta tag <meta name="robots" content="all"> to ensure all your pages get indexed. and search engines look at these tags for ranking your site. repeating keywords throughout a page enhances a site’s relevance. ensure that keywords are used in headings as well as in body copy. Be up front and include reasons why you would like to have a reciprocal link.ca the title of the page is Tourism Keys – Web enhancement for Tourism in Northern Ontario as illustrated below. Be sure the tags are accurate for the content of each page on your site. Plan to include keywords in the page title with your business name. as this: www. that people are using to search for travel on the Internet you will be found.
use the following resources and tips. Search the meta tags of sites which rank high for your keywords to see how they do it.linkpopularity. www. As you work to optimize your search engine placement.com/free/request/ www.com/docs/submit.com/addurl/ http://search.com 34 .1.com www. Once you have optimized your site with content and tools.bruceclay.com www. Some search engines use computers to spider or crawl your site to determine appropriate indexing of your site. spend time and/or money registering your site and important subdirectories with search engines. Learn about the hidden criteria of search engines. ask members about the value of linking there.search.com www.jimworld. Join meta indexes and/ or regional association listings.searchenginewatch.yahoo. Try out a keyword density analyzer to compare top ranking sites for your keywords.keywordcount. Although some spiders will find your site by chance. Use a checklist to determine when your site is ready to be spidered.1 Search Engine Submission There are free search engine submission services and paid submission services.msn.4.com www. Most charge a fee. register with top search engines.aspx?FORM=WSDD2/ http://submit. if you are serious about ensuring your website is found. Only submit your site once you have worked on the content to support your strategy.google.
Inexpensive. 2. Benefits of keyword advertising include: Ads are immediately active.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. Keywords used in search: romantic getaways. There are three parts to keyword advertising: 1. 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. Ads can be seasonally adjusted. Both the search engine and the individual user have a genuine interest in seeing relevant results for their search. The paid listing which uses keywords selected by the tourism business advertising. paused and restarted.4. Process is relatively easy. Keywords used by the consumer in their search engine. 35 . and 3. An advertiser with a compelling offer can greatly increase website visits and sales with an appropriate keyword advertising strategy.
kanoodle. and Position can change quickly if new bidders come along. and www. Major PPC services in order of current ranking are: www.com. 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. The lowest bidders are displayed at the bottom of the list.com.com.overture. Since these paid listings appear as 36 .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). Considerations include: Requires a great deal of attention.google.c-net. With proper planning you can ensure that your ad is shown for your most valuable keywords. Submit URL and Featured Sites discussed below. Other PPC services include www. Be hot or be dropped. sometimes a few pages deep in the search engine results.search. This means that you pay only when someone clicks on the ad that you have purchased. costing as little as US$ 0.com.webcrawler. www. www. Search engines do not guarantee that your listing will be shown even if you are the highest bidder for a keyword combination. www.com and www.com www.com.2. With high competition for keywords.metacrawler. Pay-Per-Click Pay-Per-Click (PPC) or paid placement advertising is fee-based on a per click basis.Search engines provide reports and tools to evaluate and facilitate adjustments to your campaign.dogpile.com. 4. Each search engine provides clear instructions on how to design and buy a keyword ad for their service.05 to US$ 0. listings that fail to meet search engine user needs are dropped from the listings regardless of the pay-per-click bid. PPC operates as an auction where the highest bidder for a keyword combination receives priority listing by the search engine.10.
the addition of 37 . and are paid for on a cost per impression (CPI) basis. Most sites provide inclusion in directories for an annual fee ranging from $30–$40 per year on sites like AskJeeves. the total cost of Fixed Placement ads is generally much higher when calculated on a click through basis.com and Inktomi.organic search results they are preferred by some people on the Web as being "untainted by the economics” of Web advertising. but only that your site will be reviewed. The fees charged for these search terms are for unlimited traffic. The benefit of fixed placement is that the rate will not change. All content on Yahoo! is evaluated by a person. Although the cost per impression is lower than the cost-per-click rates.com. any serious Web marketing strategy should include attention to this service. while in Pay-per-click. Even submitting multiple times and multiple pages may not get you the ranking you desire. This is because other ‘pay for placement’ advertising takes precedence over Submit URL listings. Featured Sites — Fixed Placement Featured site or fixed placement keyword listings are purchased for a contracted period of time. With Submit URL.com to $299 per year for inclusion on Yahoo. Content is considered critical to achieve listing in the proper category and some sites such as Yahoo! do not guarantee listing. Nevertheless. Inktomi includes the new listings in 48 hours. there are no guarantees of good placement.
Be sure the keywords are given high priority and that any offers made are clearly available on the landing page. Ad copy tips for keyword advertising include: State a benefit or solution. Make your ad different from other advertisers. Keyword advertising requires a great deal of diligence to monitor campaign performance.3 Ensuring Your Listing Stays Put Search engine value is determined by page relevance to the search terms and bid price of listing. and assess the click thru rate to determine an advertiser’s relevance. Develop your keyword ad writing strategy to appeal to niche markets.2. ask them why they clicked on your ad. Different keyword buys should have different ad content.2.2 Writing Ads to Maximize Keywords Successful keyword advertising requires compelling text to generate interest and placement to ensure visibility. Include your keywords. 38 . make adjustments and test a variety of calls to click. Create a sense of urgency. The more narrowly you define your intended audience. Through trial and error. Survey customers: “What would they hope to see in an ad?”' or when you receive a call. Since the fees you pay are based on the number of clicks you receive. Your aim is to attract tourism buyers to your website.one new advertiser willing to pay large amounts could cause a spike in rates to maintain placement. Use a call-to-action. The major pay-per-click services review ad content and landing pages. it is important that you are paying for interested potential customers. 4. not browsers. Promote your competitive advantage. Guaranteed placement and associated costs are guaranteed for the length of the contract. the more specific you can be about your offer and the more likely that your offer will be appealing to the searcher. The keywords advertised for must be on destination or landing page as well. Offer an incentive. advertisers need to quickly establish ‘clickability’ with their keyword advertising content. The ad must link to a site/page that is consistent with content of the ad or it will be disabled. 4. The following will help maintain your ad.
39 . but it results in two phone calls which result in a booking and two sign ups to your newsletter. If you make adjustments to your Web page and still fail to see a measurable response to your offer.9%). Your data for: "Great Northern Ontario Ice Fishing Vacations" might reveal that in the month of January. consider dropping the keyword advertising. In using statistics from off-line data (phone inquiries).50. you realize that there were no people who followed through with a call-to-action (signed up for newsletter. available free to advertisers. However if upon deeper analysis. Your keyword ad is inspiring a click through.Your ad must perform well. you will receive notice if an ad fails to meet the search engine guidelines. Once your keyword advertisements are successfully being shown regularly by search engines. tracked through Web analytics). This scenario may be more rewarding. In the early hours of your first listing. e-mail/newsletter. In another scenario you might find that your click through rate is lower (0. did-it. and 150 people click through to your website. but it won't contribute to the economic sustainability of your business. Some examples follow. the best overall picture of the success of your Web enhancement strategies will be seen by considering all data together. 10 000 people saw your keyword ad. perhaps the most relevant Web enhancement statistics will be determined by the frequency of your phone ringing. provide useful details including. keyword click through rates and cost-per-click through. the data your campaign reveals will be most useful in determining where you are wasting money. expect that some of your ads will be disabled. As seen by the review of keyword advertising data above. In fact. A click through rate of 1. Each pay-per-click service provides an overview of acceptable practices. Web analytics. The first thing to do is make adjustments to your Web page. sendtraffic. At $0. Tools to help pay-perclick advertisers manage their budgets include: bidrank. Perhaps the most beneficial data on the impact of keyword advertising is bookings and telephone inquiries based on your landing page content. Consider refining your keyword advertisement to better match your Web page content or alternatively. but there is a problem with your Web page. Nevertheless. or called about a special offer (tracked off-line) your offer is ineffective. Plan now for tracking off-line data. you might correctly assume that your services do not meet the needs of those clicking through.com.2.com. 4. A high click through rate at the lowest possible cost is not the necessarily the most important information.4 Keyword Advertising Reports Keyword advertising reports. and keyword advertising. generating a minimum click-through rate.com ppcbidtracker.com epicsky.15 per click this campaign may have cost you $22. Continue to make adjustments to content and monitor your click through rate.com gotoast.com. a click through determination of success may mean you are good at writing keyword advertisements.5 percent is very good.
Opt-out: You create the list and e-mail anyone you would like to. you want to ensure that your message gets read. The last thing you want to do is pester someone who has opted in. Tips that will help get your e-mails read are outlined below. If they hit the link in the e-mail. Create opportunities for visitors to your website to stay in touch with you.. 40 . 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. but you do want to confirm that their e-mail address is correct. If you have a database that has not opted in. Each element of your e-mail must be designed to grab the attention of the reader.3. You work hard to create content that scores well with search engines.4. opt them out. 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.net have opted to receive emarketing material from OTMPC.1 Getting your mail read Over 60 percent of registered consumers on the Ontario consumer website www. Most people receive more e-mail than they want.) and that if they would not like to receive this information. they should opt out. Then send them your regular e-mail updates. they have moved from scanning to becoming more engaged. The recipient must click on a hyperlink in the e-mail to opt-out..” “Become a member . Most Internet experts agree that a double opt-in is most responsible.3 E-Mail Marketing E-mail marketing moves into the permission-based marketing stage of the consumers’ decision-making cycle. Opt-in: Provide a short form for the person to give you their e-mail address and their name. updates. 4.” “Click here.. Once they are there. Now that you have their permission to send your potential customers e-mails.ontariotravel.. There are three types of permission as described below.. simple. news. get permission to send them communications that match their interests from time to time.. In other words. Double Opt-in: As with opt-in the person’s name and address are added to your database. so your communications don’t end up in ‘bounce-land’. etc. send out a one time mass e-mail telling everyone that you would like to provide regular valuable information (specials. updates and fast track booking. Always include an option to opt out with any e-mail correspondence. Make it easy for them to stay in touch: “Subscribe to receive. and you may even pay to have people click through to your site.” Give good reasons for joining including special offers.
Track the hyperlinks in your e-mail to learn what kind of content generates clicks. Look for typographical and spelling/grammatical errors. Never send unsolicited attachments. Jim Little. e-mail.Tips to get your e-mails read Subject line Make your subject line brief. fax. It is a viable tool because it reaches far and wide at low cost.e. 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. Keep your subject to one topic.. spaced well and easy to read. Sundog Outfitters. Greater Sudbury. Give the details further in the e-mail.mysite.com/thispage. include keywords early. In the first sentence remind the recipient who you are and establish rapport. A huge component of our business comes directly from the internet. Each hyperlink in your e-mail should spell out the direct address to the content whenever possible: i. Keep in mind your recipient may have a dial-up account and/or a limited size mailbox. 41 . Write the way you speak. Sender Address "The internet and the marketing tools associated with it including web pages and e-mail are vital for us.html. and make your offer targeted to your audience. Keep your paragraphs short. grab reader attention. Signature Line Customize your signature line for each target market in order to refer to the specific landing page or microsite. Give readers a call-to-action. “Please respond by…” Placing a deadline in the call-to-action has been shown to increase click throughs and response rates.yoursite. include benefits. 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. Content Include a sender address that means something to the reader. Avoid fancy formatting. http://www. Provide value. Stick to a single message. Also attachments make people anxious for fear of viruses.com Include a tag line which directs readers to your website. which is critical for our small business”. Include website address formatted http://www. don't be too creative or formal. Many people print e-mail and go to another computer with the information.
Outlook. use of on-line mail list software is recommended over the use of your conventional e-mail client — i. when the consumer will be relaxed and more likely to entertain a non-business e-mail.3. 4. Each user can define settings to exclude certain e-mail from their inbox for containing spam-like content.(Personal Information Protection and Electronic Documents Act) Under this Act.com/contentchecker. personalize and track e-mails.2 SPAM Labelling — Be sure it's not you! SPAM and the Law PIPEDA. 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.e. between six and seven pm. 42 . database elements that you collect can be dropped into various parts of the e-mail to establish a deeper customer relationship. Ability to segment. As well. The benefits of outsourcing to a Web-based e-mail solution include: Access to the most current software for a monthly fee. Administration easily handled by software. 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. Internet service providers (ISPs) use software to identify spam e-mail and prevent it from reaching your inbox. 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. Consumers: Consider sending consumer e-mail in the early evening.3. Some ISPs delete the e-mail for you without your knowledge or permission. and that the owners of these e-mail addresses must consent to any secondary use. 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.4. Avoid sending e-mails after two pm on a Friday and not after 12 noon on a Friday in the summer. others let it through and pre-label the subject as spam.. as of January 2004. and When managed externally. They take care to protect their mailing list by placing everyone in the blind carbon copy (bcc) section of their e-mail.3 When to Send E-mail Most Web-based e-mail solutions allow you to choose the time to send e-mail. Since many spammers use bcc to send their e-mail.4 Choosing the Best Tool to Send E-mail For bulk e-mailing. This law also specifies that e-mail addresses can only be used for the purpose for which they are collected. Use an e-mail tool to assess the possible identification of your e-mail as SPAM. 4. not your e-mail.3. E-mail filtering for spam is being conducted on many levels.lyris. Operated from their server. Many people use Outlook to send mail to their list because they don’t have to pay extra to send their e-mail. some Internet Service Providers (ISPs) consider heavy bcc as spam and your recipients will never see your communication.
Perhaps an e-mail domain that represents a significant portion of your list has stopped responding. 43 . the mail stream may be identified as spam and be blocked. for whatever reason. Examples of hard bounces are: The user doesn't exist at the domain. Monitoring bounces can also help show a potential delivery problem. Ideally. Remove soft-bounced addresses from the list if the address repeatedly generates bounces over a period of four to five e-mail campaigns. ISPs look at bounce information when determining whether they're being targeted by a spammer. Spammers' e-mail lists are of very poor quality. these bounces take the form of SMTP codes. A hard bounce means either the receiving server purposely rejected the message or the receiving server doesn't exist. It is important to properly process bounces. Perhaps your messages are being rejected. Use a double or confirmed opt-in subscription process to minimize incorrect and false addresses from the start. you don't want to pay for e-mail messages sent to nonfunctioning addresses. didn't make it to the recipient. By monitoring bounces after every campaign. A soft bounce usually indicates a temporary error with delivery. Using these codes. you can quickly correct any problems. An always full mailbox may be abandoned.3. Remove hard-bounced addresses from the list either immediately or after the retry attempt fails. 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. a mailing list's natural churn will result in large portion of dead addresses on the list.5 Bounce Management A bounce is a notification that your message. Usually the e-mail server isn't responding or the user's mailbox is full. Regardless of the bounce message's exact wording. ISPs can communicate the reason for the bounce.4. The message was rejected. possibly by spam filtering. if you don't process bounces correctly. Retrying a hard bounce only once after a period of two to four days is usually sufficient. Secondly. If an ISP detects a large percentage of invalid e-mail coming from one IP. Firstly. there are two types of bounces: hard and soft. The domain doesn't exist. Most importantly.
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. To ensure subscribers enter their e-mail addresses correctly. When Haldimand Hills Spas delivers their e-mailed newsletter. click to confirm your interest in receiving future e-newsletters from us. and take appropriate action when a message lies outside of the norm. 44 . include a script that checks for proper formatting upon submission. It is not our intention to inundate you with information that you may not wish to receive. Additionally. 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. if your rate continually rises above five percent. and establish a benchmark. Add an e-mail address update link to your e-mail and a profile update form to your Website. Analyze the cause. you may have list input or hygiene issues.Use an e-mail change of address service to help combat e-mail address churn in your mailing list. consider requiring subscribers to re-enter their addresses in a second box. To no longer receive our e-mails.com to your address book. click to unsubscribe. and if you haven’t done so already. we recommend that you add info@steannes. To ensure that you continue to receive our e-newsletter. Monitor bounce rates continually. Consider contacting bounced subscribers via postal mail or phone (if you have contact information and permission) to obtain their new e-mail addresses. the first thing you see at the top of the message is as follows: We value your time and your privacy. enabling subscribers to update their address and preferences. Though average bounce rates can vary dramatically. Our e-mailing list is compiled from our customer database.
4. 4. quality and a loyal client base you can establish or reinforce credibility for your own business. 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 . a renowned expert or speaker (David Suzuki. They also provide opportunities to showcase your listings. Northern Ontario. regional tourism websites. Temagami. Mountain Equipment Coop) . Kakabeka Falls). the province of Ontario. 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. Algonquin). etc. the Izumi Brothers) or a built or natural attraction in your area (Science North. In addition. Many activities. Check to ensure you are listed with Canadian Tourism Commission. Chambers of Commerce sites. By associating your tourism product with established brands that share philosophies.4 Brand Association A ‘brand’ in tourism can be many things — an established destination at country. and Canada.1 Making the Most of Regional Brands It is important to keep up to date with the marketing strategy for your region. a landscape or well-known National or Provincial park (Quetico. a supplier of equipment (Bushnell Binoculars. Northern Ontario Meta Indexes. region or city level. outdoor travel experiences are specific to Northern Ontario. themes. 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. Ontario Tourism Marketing Partnership Corporation. Each of these serve tourismrelated businesses by promoting and marketing what they believe to be the most important themes that visitors seek.4.
Does it provide you with access to a market that you cannot get on your own? Some Meta indexes are free. In addition. 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. Meta-indexes. or databases of like sites. Ask for reciprocal links from others on the list. Inquire about associated E-mail blasts. When evaluating Meta indexes consider the following factors.retreatsonline. Another one is through activities such as hiking. To maximize the reach of your website. For example www. provincially. higher level presence. Think internationally. or set up a tracking mechanism by using designated landing URLs on your website. nationally. Request statistics from the Meta Index if available. Track return on investment for listing with Meta Indexes. In fact. and regionally to find Meta activity indexes that can provide the Web traffic you want. determine what your hoped for Rate of Return or break-even number of click-throughs/sales is. E-Zines which can highlight your business. Meta Index A collection or database of ‘like’ sites. 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. spiritual retreats and nature/activity retreats. others are fee based and include opportunities for enhanced listings. typically sorted by a number of subheadings. are also a source of information that you should consider as part of your Web strategy for getting visitors to your website. Inquire about the keyword marketing strategy of the Meta Index. and/or join marketing alliance websites that focus on your key activities. Based on the cost structure. get your services listed with Meta Indexes for key activities.com lists retreats by such categories as Healing/health retreats. Ask others if it is worthwhile and make a business case decision for listing. Meta indexes provide very targeted readership. most activity focused keywords do not produce a meaningful return for individual websites unless associated with a regional brand. One way is by searching by regional features or brands. Newsletters. 46 . Consider having your link stand out with banner ads or buttons.4.4. Determine how targeted the list is and if it fits your tourism business. fishing for a specific species or camping.
organizations. Under its ‘Affiliation’ tab. links to branded partners and affiliates are organized into six categories. bicycle and winter recreation.Look at it! Algoma’s Water Tower Inn in Sault Ste. advocacy and interest associations.watertowerinn. including consumer travel. Marie (www.com) pays particular attention to brand association. 47 . environment.
resources. because they have taken the time to provide information. pictures. Note that each website header includes appropriate keywords and notice the headlines in the text appropriate to each target market. Hunting Sea Kayaking Women’s Wilderness Retreat 49 . style and language that suits the respective market.Best Practices: Narrowcasting Wilderness North (www. who ultimately book.com) has been successful in attracting visitors to its website.wildernessnorth.
You will also need to address customer ownership. Each paragraph is brief. It could be as short as one topic. informative publication will keep your tourism business top of mind. As with e-mail marketing. although you may only be able to commit to a longer publication each season (four times per year). timing of correspondence. use of names. 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. Allows you to focus on other things as the service provider has expertise to help you meet your goals. or include a variety of content of interest to your potential and returning guests. Your newsletter must pass through their spam filter. Make sure your reader values your e-mail by offering something worthwhile. Personalized throughout! Use your subscriber data inside your newsletter. you can lose some control over content and timing. Easily segment or track e-mail. Includes a call-to-action and a deadline.4. final approval of content and responsibility for replies to subscribers. no more than six lines. 50 . fresh and relevant. The decision to communicate with your guests in a regularly produced colourful. Can be run from your e-mail server. Conversely. there are benefits to outsourcing your newsletter: Empathize with recipients.6 Newsletters A newsletter is one opportunity to put your brand in front of people who have shown an interest in being your guest. Recipients of your communications should never feel that your communication is difficult to unsubscribe to. A monthly communication is reasonable. Characteristics of a good newsletter include: It is valuable. 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. Your communication can be as frequent and as detailed as you have the time and inclination to produce. special offers may be of interest to your newsletter recipients every two to four weeks. then their filter of importance. You will need to determine how often you want to communicate with your customers and then send what you promise. Includes a Table of Contents or overview of contents if more than one screen. For some. 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. Be personable and conversational.
then segment your list and send out both.. refine and refine again your e-mail campaigns to get the most opens and click throughs you can. and e-mail filters. 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. By writing for an E-Zine. Consider testing out both types of communication by testing different formats and measuring the response rate.1 Plain Text or HTML Formatting? It is generally accepted that a well designed HTML newsletter with colourful graphics. 4. their ISP. Make it equally easy for the recipient to subscribe to your newsletter or e-mail by providing a ‘subscribe to’ link. E-Zines have higher response rates than other bulk e-mail with higher click through rates and have broad geographic reach. Or ask your list to indicate the type of e-mail they prefer to receive. and different images. Provides an opt-in offer to encourage forwarding. Some people just completely disregard HTML e-mail as it has been associated so closely to Spam.. or E-Zine. Always includes an option to opt out. New Web based E-Zines are being developed regularly to fill narrowing niche market needs. 51 .Encourages sharing with friends and signing up.. just leave your e-mail and we'll send it right away. 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. refine. you can create credibility with your target market by establishing yourself as an expert. However. Learn each time you send e-mail. many more HTML newsletters will not reach recipients due to the set-up of their e-mail client.7 E-Zines Most traditional print magazines have developed an on-line electronic magazine. “We're sending along gift certificates. Send your press releases to on-line magazines as well as traditional print media. Compare how often your e-mail is shared with a friend and how many people unsubscribe. Test different offers.6. You may find that articles find their way onto the Internet quite easily. Test. different formatting.” Includes a hyperlink in your outgoing e-mail to make it easy to pass on your e-mail. 4. Valid for .. E-Zine readers are loyal and generally stay subscribed. Providing content for on-line services will also boost search engine rankings. Guidelines for getting published on-line are outlined below.
people.8 Web Logs (Blogging) Short for "Web log.If you have a keen understanding of a market niche. Recruit a writer to write stories about your business and submit them to on-line publications. It's similar to an on-line journal. There is no shortage of writers who can provide supplementary content to support your publication. 4. produce your own E-Zine. You might be surprised at how reasonably you can get your stories told by a neutral third party. words and images. Most blogs feature "here's what's on my mind" type of entries written by only one person. Blogging is an valuable marketing device as well as a customer relationship building technique. 52 . Coupled with a digital camera. soft sell that makes a personal connection. It is a non-invasive. 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. Ask your staff to contribute to the blog to add different styles and points of view. or ideas. frequently updated postings that are listed chronologically. but generally blogs are used to share news about your establishment. 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." a blog is a Web page made up of short. Do you know anyone who has recently studied journalism? Consider advertising in E-Zines with niche appealing content. Blogging is also a great tool for motivating repeat visits to your website. Content can vary greatly. blogging helps seed the dream of previous guest’s next visit. projects.
com It’s easy to use and it is free! 53 . Treat your blog like an on-line journal. 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. Register your blog with the search engines.blogger. Don’t sell. Create multiple blogs if you want to address the needs of a variety of niche target markets. take the following tips into consideration: Keep each blog short. The biggest player in the self-publishing service is www. The spiders will visit very frequently and update your blog’s ranking on the search engines almost right away. Create hyperlinks to other content on your website that supports what you are talking about. taking the keyword strategies you develop and transposing them to blogging will result in your Web content getting very favourable treatment by search engines. as a sort of chronology of life in the north. Share pictures and images. When you begin blogging.In terms of marketing value. not an advertising medium. Check your text to ensure there is NO call-to-action. Allow people to sign up for updates of your blog. tell stories.
A sample of how keywords were used strategically in the blog.algonquincanada. 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. 54 . A search for fall colours.com) uses search terms effectively to drive traffic to their website.Best Practices : Strategic use of keywords Northern Edge Algonquin (www.
use or disclosure of personal information. 55 . 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. Chapter T 1. How do you inform guests about the use of their information? Consent: The knowledge and consent of the individual are required for the collection. influenced by the size. 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. Similar to Internet marketing initiatives. type and location of tourism business that you manage. except when inappropriate. on-line payment option and measuring success.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. 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. gathering and managing customer data. the suitability of the application of the Internet to your operations will be an individual decision.1 Privacy Issues Recent changes to Canadian Criminal Code require businesses handling personal data to operate under 10 basic principles. 3. 2. he Internet can play an active role in your day to day tourism operations.
successful relationship. Fax: As a last resort. it is more accurate than data forms that are faxed. Mailed forms must also be handled more often as the data gets input to your database. Here are some suggested approaches to gathering data from customers. 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. This information can be e-mailed from the Web to a customer relation specialist for printing or input into a file. 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. Each translation of the data into a new format involves time and labour. 58 .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. While it is possible to record this information by hand. 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. 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. In best practice. and then input into a database. Telephone: A guest relations specialist can input data directly into a data file while speaking with a guest on the phone. Since the data is keyed in. the extra handling of the information will increase the likelihood of data error. With data privacy of growing concern it is best to request the minimal amount of information required to establish and enjoy a safe. data errors will occur the more times it is handled. Mail: Although mail takes the longest of any of the data-gathering tools. it is easy to read and data can be transferred into a guest file with only one handling. faxed data can be used to gather guests’ information. Also. Web-based Forms: Some organizations provide on-line forms to gather detailed information about their guests. costing you money. Data can then be placed in an on-line database for multiple location access. It is likely to be the least clear of the data exchange options and is best used for waiver forms where signature is required.
4. Information stored on-line or accessible through an internal network makes it easy to print guest reports on a daily. using returned mail and e-mail. This approach enhances your ability to understand and customize interaction with your current and potential customers. Slowly build complete profiles of everyone in your database. you must address the storing and management of it. Some other data-management strategies follow: Keep notes of whom the main staff contact is for each person in your database. An on-line data management service permits simultaneous users at different locations to add/change data.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.com or www. a single computer is the location of guest data. a key element of a successful CRM strategy. Always make telephone communication available. weekly or as-need basis. deletions and additions regularly. When you come across a returned e-mail or mail address. corrections. take steps to protect your guest data by backing it up regularly and ensure the privacy of your guests and potential guests. If a guest or potential guest is inquiring about your services. you should be able to identify who gave them the information. Some options for on-line data management follow. this provides you with an opportunity to contact them by phone and re-establish the connection. Web based forms or e-mail. Successful tourism businesses are continually building their database and making adjustments. 5. while others are using or testing on-line storage of guest data in order to share information across different locations.4 Data Management Now that you have gathered data from your customers. Many people are hesitant to give information via the Internet. custom e-mail messages 59 . Some businesses provide access to this data on other computers through a network. and give guests information in the form they prefer. An on-line data and e-mail management system such as www. Regardless of the data solution for your business. Old or ‘bad’ records are purged from the database.campaigner. access reports and facilitate the gathering of data one time only.com.subscribermail. sorts and manages your data on a Web-based service.constantcontact. www. For many small Northern Ontario businesses.5.com receives. For less than $50 per month your customer data can be sorted into types of clients by interest. Do not ask for data until you need it. This is frustrating for the customer.
S. Registration for the Tourism Keys workshops was done using a three-staged process. Read conditions carefully to make an informed decision.com): The granddaddy of on-line payment.S. 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).paypal. Most operate on a monthly fee basis. and deposits are not protected. 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. in addition to the financial transaction. 5. Banking institutions have developed ECheques. At present. with a security question and answer to ensure that the money finds its way to the intended recipient.can be forwarded or automatic responses to an opt-in ‘call-to-action’ can be put in place. Paypal provides a variety of services for on-line merchants who do not require a merchant account of their own. These services also keep your database current by managing the soft and hard e-mail bounces discussed earlier. E-mail Money Transfers: Canadian Banks permit their account holders who utilize on-line services to send money anywhere in Canada by e-mail. In many cases. Visitors to the Website filled in and submitted forms on the Web. visitors to pay for Canadian tourism experiences in U. data is kept on-line and managed with an on-line database.9 percent + $0. ECheques require an account with a registered third party who can process the payments in Canada. ECheques: U. The service lets the buyer of tourism services log-in and send money to any e-mail address. however. Web-based forms are another form of on-line data management. It emerged as a payment option to facilitate the exchange of goods on the on-line market. Options for Internet payment are making it easier for tourism businesses to process payments on-line from all over the world.50. The recipient of the e-mail logs into their bank 60 . funds at a very low cost. Ideally.5 On-line Payment There are a number of on-line payment options for your tourism business. The most beneficial aspect of ECheques is that it permits U.S. that deposits or payment has been received. A review of current on-line payment options and their strengths and weaknesses follows. Paypal is not a bank. The data can then be imported into a spreadsheet and further sorted and manipulated. the customer is looking for confirmation from your business. Paypal is owned by eBay. Paypal (www. The payments are linked to a credit card and/or bank account and each exchange charges a fee of 2. while retaining much of the fees credit card companies charge.
and communicating messages between staff is extremely easy using IM.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. guest services or front office personnel can use instant messenger to communicate in real time with potential guests around the globe. 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. According to research completed by JupiterResearch titled “Consumer Survey Report. Credit Card Payment via Secure Server: Some Websites offer payment by credit on their own secure server.1 Instant Messenger There are two large distribution Instant Messenger (IM) technologies.6. Most Web hosting companies can provide secure server access for an annual fee. 5. Although some people send credit card account information on unsecured forms or by e-mail these transactions are potentially unsafe. 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. collaborating with partners in tourism. getting equipment ready for a rental request. make room assignments and process payments in a wide variety of European currencies. The guest opens a secure form on the tourism website and enters data like on a regular form.account on-line and the money is deposited once they answer the security question. 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. In addition. Internet Protocol (IP) Telephony and Collaborative Meeting Rooms to enhance tourism business operations. such as Instant Messenger. The advanced services provide opportunities to set up commission sales accounts. exchanging files and documents as attachments. Information about last-minute guest needs. The sender must log into their bank account to see notification that the e-mail payment has failed. MSN Messenger and Yahoo Messenger permit parties connected by Internet to communicate by typing messages. The customer sending an e-mail money transfer assumes the cost of the transaction. when to expect arriving guests. Messenger can also be used to exchange information between two sites of the same business. 5. stay informed about the conditions and obligations of the payment options. sharing video feeds. In the event the security question is incorrectly answered the payment is not completed. without incurring 61 . Communicating between locations about incoming guest data. In all cases. Electronic Ticketing: TicketingSolutions.com is an example of a company which provides on-line payment processing and ticketing of tourism experiences.
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. 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. 5. It works best with outgoing calls. This is an extremely valuable asset to add to your Web-based services if you wish to capitalize on impulses of your Web visitor.6.3 Collaborative Meeting Rooms: A number of new services are evolving on the Internet to address the needs currently served by teleconferencing. much like sending a file. examine websites by sharing what is currently in each others' browser windows. Many organizations can provide IP Telephony allowing international and national phone calls at a fraction of the cost of land lines. or impossible if you are beyond cell phone reach. have created the potential to communicate by phone either where it is more expensive to do so by land line. sharing information (data) in real time.phone charges. sometimes with a slight time lag. 5. 62 . Meetings at designated Websites enable users to simultaneously: edit documents collaboratively. Computers can be outfitted with telephone handsets specifically designed for the purpose. communicate with IP Telephony. A regular headphone with a microphone also works well. The technology compresses your voice and sends it over the Internet and phone lines in packets of information.6. type and communicate via instant messenging. developing new tourism experiences or marketing strategies with a diverse range of partners. and communicate with Web Cams. Communication is in real time.2 IP Telephony New telephone services that make use of Voice Over Internet Protocol (VOIP). Drawbacks to IP Telephony include a time lag for satellite Internet and inconsistent call quality. although phone numbers can be purchased which enable others to contact you by phone.
This requires a commitment within your organization to collect data and analyze it on a regular basis. Inquiries to this address can be easily tallied to give you the number of responses for that campaign. as that is the only time that e-mail address will be used. Inquire about where they saw your promotional information. 5. 63 . "I found you on the Web using a search engine" answer. People generally do not remember the key words. Telephone: Tracking by telephone is done best when a consistent strategy for gathering inquiry information is followed by everyone who answers the phone. what inspired them to call? If you get the generic. but they will remember why they sat down and started searching. telephone and through your Web pages follows: E-mail: Use a specific e-mail address for each marketing campaign.media presentations. If you know when they found you it is possible to use Web analytics to determine what they were searching for. what Web page they are on (if calling with their Web browser open).1 Collect Incoming Data Measuring the impact of your strategy requires the collection of data to support tracking. and what they were initially looking for. you can ask what search engine they prefer to use. Post a check-list of questions to ask by the phone or provide forms to complete. New and emerging technologies and reasonable pricing is enabling businesses of all sizes to make the Internet their primary medium of communication. Tips on how to gather data for e-mail.7. cost per Web marketing campaign and return on investment. and the opportunity to meet with potential clients on-line and to share multi. cost per new potential guest. The steps outlined below can be used immediately and will assist you as you continually adapt and refine your CRM/Web enhancement strategies. and ask if this is the first time they've contacted you. by particular geographic market or by print ad. Your ISP typically provides you with a number of e-mail addresses that you can then customize as required. You can use a separate e-mail address for each location of show that you attend. Ideally you will be able to determine cost per visitor. such as artsinfo@killarney. 5.providing an enriched teleconferencing meeting experience.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.com.
as each Web domain has a unique . what the most frequently used entry pages are. www.2 Basic Web Analytics Basic Web Analytics is the tracking of website visitors on your website. At the basic level. how long each visitor stayed on your site. At the basic level. Many ISPs that host websites provide basic tracking software allowing you to perform basic analytics at no additional cost.log file which stores visitor information to each page of your website. You may be required to purchase software to analyze the data. the better the data analysis is. Some discount Web hosting services may only permit you to access the .log file. brochures. Ask your ISP what Web traffic tools are available to you as part of your current agreement. which search terms and search engines).7. print ads. 64 .ca/cmits). and Web visitation statistics for each marketing campaign you run. where they went on your website. 5.7.e. Most data analysis software is available for you to download and try for a number of days before buying. 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. The offer can be identical to one made elsewhere. you will know how many people clicked to that page as a result of your marketing strategy.Web design for tracking: Prepare to capture Web data by creating a unique URL (Web address page) for each offer made through media. but Web visitors to your designated page will leave information about their visit to your specific page in your LOG FILE. By simply counting the number of entries to this unique URL. which contains detailed data on your website use. Generally the more you pay.bestwestern. 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. where the bulk of your visitors are coming from.. Log files are generated automatically and generally updated each month. you should know: number of website visitors (not hits) per day. and how long they visited each page.3 Deep Web Traffic Analytics Web traffic tools cost hundreds of dollars. on-line ads (i. 5. you learn where your website visitors came from (other websites.
Deep Web Traffic analysis is not offered as part of a traditional Web hosting service.4 E-mail / Newsletter Statistics The most cost effective way to manage outgoing e-mail (bulk newsletters. images and text to encourage traffic flow which then results in greater response to your offers and a more engaging visitor experience. The java script sends information to the data service which updates your tracking statistics and provides detailed statistical information without the use of the .7. 5. 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. 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. Graphic Web Page Traffic Analysis: ClikZ's award for outstanding analytics last year went to ClickTracks Analyzer (www.com). as defined by postal codes. 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. sometimes with accuracy down to the postal code. the statistics are made available for each e-mail and newsletter campaign you run. 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.) is with Web based database services. On-line services also provide click-through reports which allow you to see immediate results of user responses to your calls-to-action. etc. making adjustments as required. Deep analytics can provide the following tools: Geomatics: This service allows you to see precisely where your Web visits are coming from. Try different 65 . you can evaluate the impact and wording of your ‘calls-to-action’ and the attractiveness of your special offers. As mentioned earlier. headlines. 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. You can also determine how many people are passing your e-mail on to their friends and family.clicktracks.log file. notices. By embedding hyperlinks into your outgoing e-mail. 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. send only e-mail you know is arriving in someone's inbox. Since most on-line services are on a per e-mail rate. Very targeted.
ca www. You will then be able to track clickthroughs on your e-mail links to this page with your Web analytics. A sample signature with a tag line from the tourism keys workshops is provided below. Alert your front line customer service representatives to ask previous guests what they think of your newsletter when they call. 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 firstname.lastname@example.org 66 .tourismkeys.subject lines and see what combination of words produces the greatest rate of openings! When tracking an e-mail campaign. Wendy MacCrimmon Guest Relations Get your clicks. always provide offers that are of a time-sensitive nature.
Finding the right fit between your needs and the professionals you work with is a key consideration. Domain name registrations can be renewed annually or for a number of years. 6. Not all of the information presented in this manual is suitable to all tourism businesses. If they have paid for it. they are the registered owner. an unscrupulous person could register and pay for your tourism business domain name then refuse to give you access if the relationship changes. as it is the strength of the two that results in a well-designed Internet strategy. Implement at your own pace! Opportunities through technology continue to change quickly. Apply tactics and tools at your own pace.6 6 Getting it Done Now that you have a range of Internet tools and tactics to consider for your tourism business. If you do not. Annual cost is typically less than $50. passwords for administrative access and renew your domain name in a timely manner. how can you get it all done? Chapter 6 provides guidance and considerations as you implement your Web-based strategy. 67 .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. Plan your Internet strategy within the context of your overall branding and marketing strategy. and they may make you pay a substantial amount of money to get ownership back.1 Fundamentals for Implementation Keep the following points in mind as you implement your Internet and CRM strategy. Retain ownership of your domain name. Chapter T here are many Internet-based tools and tactics that you can apply to your tourism business. but you must proceed at your own pace and on a timeframe that you are comfortable with. Read and try all that you can to see what the next application is for your tourism business! 6.
2. You will find that tweaking your content is a never-ending process.1 Hiring the Right Firm Hiring a Web Design. Check references. such as keyword research. 6. In a basic sense. so that the Web developer’s work is not undone. The tools used by an SEM firm are often only 100 unformatted text characters! SEM writers deal with only a limited set of words. including: Words used in search engines. Changes made once work has been started can be more expensive than planning for your needs from the beginning.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. Benefits that the tourism business offers the customer. SEM and SEO are completely distinct services. Some firms offer a Web-based solution where content is edited in a Web browser. Ask colleagues for referrals to firms they have used and are satisfied with. Today. Most firms that specialize in Search Engine Marketing do not specialize in Search Engine Optimization and vice versa. Search Engine Marketing or Search Engine Optimization firm requires a clear understanding of your goals. recognize that you will likely be going back to ask for changes. Others. Do not focus on getting everything optimized at once. 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. Build this into the contract and your budget. You might also ask for Web design that permits you to edit content without affecting the site’s basic design or linking structure. Determine which components of Web enhancement are most important to you. determine your budget and interview at least a few firms who might be able to help meet your needs. 68 . Think this through before Web development work is begun. rely on Web development tools which permit end-users to edit content and upload pages with restricted access. and Search Engine Optimization (SEO). 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.2. If you outsource the work. like Contribute. Set realistic goals and develop a long term strategy to increase your sales on the Web over the next few years. Though these services require some of the same skills. there are two main areas of concern that go hand-in-hand with basic Web development — Search Engine Marketing (SEM). Much of the cost depends on how much time outsourced firms will spend on your project.
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!
For example. the words a search engine uses in its search for relevant Web pages. The main page of a website. There are three basic types of keyword advertising: Pay-Per-Click. particularly through repeat purchase and up-selling. Links are highlighted and underlined. Chapter Customer relationship management and/or marketing. when they enter a website. but rather a page that you have directed the Internet user to. using the Internet and other forms of electronic communication to communicate in the most cost-effective ways with target markets. Words serving a special purpose that are part of a Web page but that are not displayed. A landing page is not necessarily your home page. A Web page designed specifically as an entry point into a website. The first page a visitor sees on the screen without scrolling down. The advertiser bids on and pays for placement of their key words with specific search engines. 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. Submit URL and Featured Sites. Similar to the part of a newspaper above the fold.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. typically in blue.7 7 Appendices 7. Search terms or groups of words used by someone seeking information through a search engine. typically provides table of contents to the rest of the site. Alternatively. The script language which Web pages are written in. 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. Hypertext Markup Language. Electronic marketing. 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. A microsite or minisite. An approach to marketing based on the assumption that knowledge of and a relationship with customers is the key to maximizing sales opportunities. 72 . For example a description meta tag holds descriptive text that will be displayed within search engines. The ability to link from a word or words within a Web page to another page.
Lycos and AltaVista. A URL is the common term that describes a website address.Webopedia.yourwebsite. but not limited to: “E-Business for Tourism — Practical Guidelines for Destinations and Businesses”. Common search engines include Google. 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.com 73 . such as www. World Tourism Organization Business Council. www. A website that allows the visitor to complete a search for Web pages containing words that are of relevant interest. 2001 and “Marketing Tourism Destinations On-line — Strategies for the Information Age” WTO 1999.com Note: Definitions have been derived from a review. consolidation and refinement of a number of sources including. Yahoo.Portal Search engine Search Engine Optimization URL A website used as an entry point onto the Web. Uniform Resource Locator.
getting found by search engines and directories. Extensive library of articles.highrankings. customer relationships. Forum for advanced Web professionals.com Neilson/Net Ratings http://www.emarketer. on-line newsletters and e-mail campaigns. 74 . A guide for creating an appealing website.Webmasterworld. advertising. The place for search engine marketers.com Search Engine Watch http://www. Internet audience measurement and analysis.bcentral. Get the latest news about top pay-per-click search engine with product and service reviews from paid listing experts.7.searchenginewatch.com Pay-Per-Click Analyst http://www.com GrokDotCom http://www. technology. Ask questions. How to write effective copy for websites. optimizers and advertisers.2 Sources of Information and Tools Use the blank rows at the bottom to add more tools as you find them! ClikZ http://www.clikz. Free twice monthly newsletter with sales oriented focus.futurenowinc. Free daily newsletter with information specific to search engines.searchenginesbook.com Articles from industry experts on e-mail.nickusborne. Internet statistics.com Search Engine Visibility http://www.netratings. share experiences. Free weekly E-Zine focusing on Search Engine Optimization. search engine marketing and other topics.com Webmaster World http://www.com Microsoft's bCentral http://www.com eMarketer http://www.com High Rankings Advisor http://www.payperclickanalyst. Small business Web solutions.com Writing Effective Web Copy http://www.
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