HOW TRAVEL BLOGGING & SOCIAL MEDIA
EARN YOU MONEYBy Matt Gibson
PTBA: http://travelbloggersassociation.com Xpat Media: http://xpat.media
President of Professional
Travel Bloggers Association
CEO Xpat.Media
Award-Winning Adventure
Travel Blogger: XpatMatt.com
Professional writer, editor, and
photographer
PTBA: http://travelbloggersassociation.com Xpat Media: http://xpat.media
PTBA: http://travelbloggersassociation.com Xpat Media: http://xpat.media
WHAT WE‘RE GOING TO TALK ABOUT
Why content marketing is the future
How blogging and social media createcustomers
SEO: How it works and why blogging iscrucial
How travel bloggers can help you
PTBA: http://travelbloggersassociation.com Xpat Media: http://xpat.media
ONLINE MARKETING IS ESSENTIAL
It‘s part of every stage of the travel buying cycle
• Dreaming
• Planning
• Booking
• Travel
• Sharing
PTBA: http://travelbloggersassociation.com Xpat Media: http://xpat.media
DREAMING
• Inspiration found on social networks,
blogs, and YouTube.
• 65% of leisure travelers are inspired by
online sources
• 42% of travelers are inspired to travel by
YouTube content.
Source: Google Travel Study, June 2014, Ipsos MediaCT
PTBA: http://travelbloggersassociation.com Xpat Media: http://xpat.mediaPTBA: http://travelbloggersassociation.com Xpat Media: http://xpat.media
PLANNING
• About 80% of travelers use online
resources to plan their trips
• Search is the most common starting point
Source: Google Travel Study, June 2014, Ipsos MediaCT
PTBA: http://travelbloggersassociation.com Xpat Media: http://xpat.mediaPTBA: http://travelbloggersassociation.com Xpat Media: http://xpat.media
BOOKING
• In 2014 online booking accounted for over
40% of travel sales in America and Europe
• In 2012 Chinese booked15% of their trips
online
• Expected to rise to 24% in 2015
• Chinese online-travel is worth around $30
billion USD.
Source: The Economist, June 2014
PTBA: http://travelbloggersassociation.com Xpat Media: http://xpat.mediaPTBA: http://travelbloggersassociation.com Xpat Media: http://xpat.mediaPTBA: http://travelbloggersassociation.com Xpat Media: http://xpat.media
TRAVELING
• Online sources influence
• in-destination decisions more than
anything else
• Smartphones used most for this
• Search, Yelp, TripAdvisor, local
websites, apps, online videos
Source: Google Travel Study, June 2014, Ipsos MediaCT
PTBA: http://travelbloggersassociation.com Xpat Media: http://xpat.mediaPTBA: http://travelbloggersassociation.com Xpat Media: http://xpat.mediaPTBA: http://travelbloggersassociation.com Xpat Media: http://xpat.media
SHARING
• Most common during & after travel
• 32% of travelers inspired by online
content from family, friends, or
colleagues
• Over 25% turn to personal online
connections when planning travel.
Source: Google Travel Study, June 2014, Ipsos MediaCT
PTBA: http://travelbloggersassociation.com Xpat Media: http://xpat.mediaPTBA: http://travelbloggersassociation.com Xpat Media: http://xpat.media
ONSITE INDICATORS
• Well-built website
• Load time
• Mobile-friendly
• Quality topical content
• Good user experience
• Traffic
PTBA: http://travelbloggersassociation.com Xpat Media: http://xpat.mediaPTBA: http://travelbloggersassociation.com Xpat Media: http://xpat.mediaPTBA: http://travelbloggersassociation.com Xpat Media: http://xpat.media
OFFSITE INDICATORS
• Social shares
• Brand mentions
• Inbound links
PTBA: http://travelbloggersassociation.com Xpat Media: http://xpat.media
THE BEST SEO STRATEGY
• Social Media
• Blogging
• PR
PTBA: http://travelbloggersassociation.com Xpat Media: http://xpat.media
HOW CONTENT HELPS
• Total inbound links
• Total social shares
• Online brand mentions
• Keyword volume
• Topic authority
PTBA: http://travelbloggersassociation.com Xpat Media: http://xpat.media
HOW CONTENT HELPS
• Pages per visit
• Time on site
• Total website traffic
• Long-tail keyword searches
PTBA: http://travelbloggersassociation.com Xpat Media: http://xpat.media
HOW TRAVEL BLOGGERS HELP
• Technical skills
• Understanding of SEO
• Experience building a community
• Travel blogging community ties
• Understand the issues travelers face
PTBA: http://travelbloggersassociation.com Xpat Media: http://xpat.media
REVIEW
• Online marketing reaches travelers at every
stage of the travel buying cycle
• The online sales funnel is key to maximizing
results
• Blogging is key to good SEO
• Travel bloggers have the specialized skills
necessary for success
PTBA: http://travelbloggersassociation.com Xpat Media: http://xpat.media
FURTHER INFORMATION
FREE MEMBERSHIPhttp://travelbloggersassociation.com
PTBA: http://travelbloggersassociation.com Xpat Media: http://xpat.media
FURTHER INFORMATION
Slides, sources, and links to more resources
http://xpat.media/itbasia
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