2. Areas of Focus
• Traffic generation
• Website conversion strategy
• Lead nurturing

3. Traffic Generation
• Pay-per-click advertising
• Email marketing
• Search engine optimization

4. Pay-per-click Advertising
Bid on relevant
keywords on search
engines for prime
placement:

5. Pay-per-click Advertising
Focus on term
relevancy, not
popularity: Vacation
West coast vacation
tour package

6. Pay-per-click Advertising
It might seem obvious, but where you link matters.
General rules of thumb:
• Linking directly to a homepage is not ideal
• Reducing on-page options is key to higher conversion rates
• Custom landing pages for each campaign are preferable
• Obvious calls-to-action vital

7. Anatomy of an Effective
Landing Page
Simplified header devoid of distraction
Clear title/headline that references the
PPC ad copy
Succinct overview of the product/offer
(video generally increases engagement
and conversion rate)
Supporting information that answers key
questions and builds credibility
Lead capture form and call-to-action

8. The complexity of the lead
capture form will lower
conversion rate, but increase lead
quality/sales readiness.
More on this later…
Lead Capture Forms

9. Email Marketing
Email marketing remains the most
effective form of digital
marketing, as long as the
database targeted is relevant.

10. Email Marketing
Two Ways to Build a Relevant Email Database
• Organic (non-paid) and paid traffic signing up for email
updates via your website
• A sponsored email send to a third party database. Examples:
– Travelzoo
– Dunhill Travel Deals
– Smarter Travel Media
– Etc.
Never, ever purchase an email database.

11. Email Marketing
Sending Email Campaigns:
Choose a Vendor
• Campaign Monitor
• Mailchimp
• ExactTarget
• ConstantContact
• HubSpot

12. Search Engine Optimization
Search Engine Optimization refers to enhancing the
placement of a website’s link (or links) in a set of search
results for a certain keyword or set of keywords.

13. Search Engine Optimization
Paid links
Organic (non-paid) links

14. Search Engine Optimization
Factors Affecting Search Results Placement Inbound links (links from other
websites)
• On-page optimizations – titles, headlines, descriptions, in-page content
written to capitalize on certain keyphrases
• Quality content
Recommended reading:
– SEOMoz
– HubSpot Blog
– Matt Cutts’ weblog

15. Website Conversion Strategy
You have traffic. Great! Now what?
• Key Performance Indicators (KPIs)
• Lead generation strategies

16. Website Conversion Strategy
Key Performance Indicators (KPIs)
It’s important to set goals in order to measure and improve website performance.
• Conversion rate:
Percentage of visitors who take a key action on-site
• Bounce rate:
Percentage of visitors who exit the website without continuing
• Others:
Traffic (new and new versus returning), phone call volume,
time on site (engagement)

17. Website Conversion Strategy
Reporting
Google Analytics

18. Website Conversion Strategy
Lead Generation Strategies
Plan for two types of leads:
• Marketing qualified
• Sales qualified

19. Website Conversion Strategy
Marketing Qualified Leads
Relevant calls-to-action:

20. Website Conversion Strategy
Sales Qualified Leads
Relevant calls-to-action:

21. Lead Nurturing
You have leads. Amazing! Now what?
• Broadcast emails
• Automated email workflows

22. Lead Nurturing
Broadcast Emails
Announce special promotions
or news-worthy items via
email on a routine basis. Give
your audience a reason to
return and interact with your
website.

23. Lead Nurturing
Automated Email Workflows
Send a specific email, or series of emails,
to leads based on their qualification
status/stage in the buying process.

24. Automated Email Workflows
Sales Funnel
Awareness
1) Welcome 2) Brochure
Interest 3) What’s Included 4) Destinations 5) Hotels
Desire
Customer
6) Price Breakdown 7) Planning Help
8) Confirmation 9) Ancillary Products 10) Referral/Review

25. Lead Nurturing
Automated Email Workflows
Leads can skip sections of the funnel
based on engagement/site interactions.

26. Lead Nurturing
3) What’s Included 4) Destinations 5) Hotels

27. Lead Nurturing
Directly to Sales