InternetMarketing

For Hotelsand Places

5 o’click — performance marketing agency

Stanislav Usaty Managing partner

Nikita Karpov Sales manager

Business Goals

Types of Business Goals:

Easy ToMEasurE

iMporTanT, buT difficulT

MEasurE

1. To sell all the rooms during summer period (Hotel)

2. To attract 5000 new visitors to the region at 2016 (City/Region)

3. To improve attitude to brand (knowledge, reputation), to correct positioning

Why goals should be

measurable?

You should track different types of KPI’s:

1. Website Traffic

2. Conversions to order (% and quantity)

3. Cost of visitors/orders

4. Revenue gained

5. ROI (Return on investment)

To know if how the campaigns are profitable

or unprofitable!

Sales Funnel for Client

250 000 ₽Advertising budget

Sales

413Customer conversion: 16%

Income 6.2 mn ₽ Average bill: 15 000 ₽

Profit1.86 mn ₽Profit: 30%

Profit1.61 mn ₽

ROMI: 615%

Conversion: 15% Calls 2 500Cost of goal: 100 ₽

Conversion: 0,5% Filled forms 83cost of goal: 3 012 ₽

Visits16 667Cost of visit: 12 ₽

INVESTED

EARNED

Sales Funnel — Raw Data

Target Audience

More you segment — more profit you get! Types of segmentations:

1. By geography2. By interests3. By gender/age/etc4. By their income...and so on

Visits to Greece by foreign tourists

Country 2012 2013 % changes% of the total share 2012

% of the total share 2013

Germany 616 585 700 428 13,60 % 12,77 % 12,92 %Other European countries 477 739 597 252 25,02 % 9,90 % 11,02 %United Kingdom 612 494 519 828 -15,13 % 12,69 % 9,59 %France 304 968 358 038 17,40 % 6,32 % 6,60 %Turkey 241 375 346 009 43,35 % 5,00 % 6,38 %Russia 229 370 337103 46,97 % 4,75 % 6,22 %Bulgaria 264 206 331 572 25,50 % 5,47 % 6,12 %Albania 237 717 258 565 8,77 % 4,92 % 4,77 %Italy 163 888 203 531 24,19 % 3,39 % 3,75 %Urvled States 130 787 166 072 26,98 % 2,71 % 3,06 %Netherlands 135 412 165 987 22,58 % 2,80 % 3,06 %Servia 114 054 164 023 43,81 % 2,36 % 3,03 %Cyprus 179 952 150 849 -16,17 % 3,73 % 2,78 %Sweden 99 752 102138 2,39 % 2,07 % 1,88 %Belgium 97 224 101 416 4,31 % 2,01 % 1,87 %Poland 52 745 98132 86,05 % 1,09 % 1,81 %Norway 89 602 84 585 -5,60 % 1,86 % 1,56 %Romania 69 387 83 318 -6,79 % 1,85 % 1,54 %Switzerland 81 577 81 628 0,06 % 1.69 % 1,51 %Denmark 58 909 68 026 15,48 % 1,22 % 1,25 %Austria 69 365 61 592 -11,21 % 1,44 % 1,14 %Czech Republic 68 636 52 292 -23,81 % 1.42 % 0,96 %Israel 49 274 51 366 4,25 % 1,02 % 0,95 %Finland 54 122 48 791 -9,85 % 1,12 % 0,90 %Canada 33 421 41 213 23,31 % 0,69 % 0,76 %Spain 68 292 34 813 -49,02 % 1,41 % 0,64 %Australia 33 083 31 679 -4,24 % 0,69 % 0,58 %Hungary 17 215 17 403 1,09 % 0,36 % 0,32 %Other Asian countries 21 755 15 413 -29,15 % 0,45 % 0,28 %

How to segment via marketing channels?

1Search Queries

2Social Ads

segmentation

3Email segmentation

SEO/PPC targeting

Brand keywords (“sokos/hilton”)

Wide keywords (“hotel moscow”, “helsinki hostel”)

Stars keywords (3/4/5*)

Geo keywords

Service (“spa hotel”, “hotel with gym”)

Price (“cheap hostel“, “luxury suit”)

By district (“hotel center”, “south”)

By subway station (“room gostiny dvor”)

How and where to implement segmentation?

Your websiteLocal domains/languages

Customized Landing Pages for every group

Marketing toolsBig list of narrow keywords

Hundreds of narrow PPC ads

Big piece of narrow Social Ads

narrowEr sEgMEnTaTion — MorE profiT you gET

2 31PPC

(Pay Per Click)SEO

(search engine optimization)

Hidden marketing

The most efficient tools

PPC: Resume

if you arE noT a spEcialisT in ppc, you havE To bE a spEcialisT in finding or hiring ThEM

Complicated and time-consuming

Correlation between money and result. Close your wallet — visits stop

Non-converting site — waste of money

Incorrect campaign settings, bad SC and poor ads are (look previous point)

Best for well-known products. Clients have to know what to ask

Easily measurable efficiency

Love High rating

Top A lot of visits

Increasing sales Profit

PPC: Resume

!

PPC vs SEOCo

st

Time

PPC

SEO

SEO: Open the black box

Technical (inner) optimization

Semantic core and copywriting

Incoming links mass

SEO: Technical task example

1. Create a “sitemap” file

2. Rewrite the meta tags correctly

3. Decrease the site loading speed

4. Create the landing-pages for high-frequency requests

SEO: semantic core

High-frequency request

Often asked

A lot of competitors

Expensive promotion

Low conversion

Low-frequency request

Rarely asked

No competitors

Cheap promotion

high convErsion

Links mass dynamics

SEO: resume

finally, sEo is ThE Tool for sTrong-willEd, paTiEnT and prudEnT businEssMEn.

Use strategy and focus on business goals

Strategic investment. No immediate results

Advantage - cheap targeted traffic for a long time

Target traffic is important, not the positions

ROI

Hidden marketing

Hidden Marketing is the reviews on forums, blogs, theme websites. These reviews are written by real people. Other people read them and make their opinion and the wish to come or buy.

John Smith 2 hrs ago

Chargin all came super!!! But forgot to order XLR plug on the phone!!! Waiting for...

HM: how we do it

1. Find the sites, forums, blogs where your audience lives

2. Create the map of advantages of your products

3. Register and level users (or use ours)

4. Prepare and post reviews

5. Prepare scenarios of conversations (based on real stories)

6. Maintain the conversations and comments

7. Focus groups

8. Monthly reporting

Final

Ask us everything you want but do it slowly please ;-)

5oclick.ru +7 (921) 096-09-92

sales@5oclick.ru

conTacT us