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Some basics on e-marketing for Armenian Hotels.
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Internet marketing: New rules
June 2010
Introduction to search engines
WEB 1.0 vs. WEB 2.0
Press Release New Rules
Social Media Marketing
Gayane Dallakyan
CAPS Marketing Specialist
Our objective?
What One Thing Do You Want To Achieve From Being Here?
The Internet is not so much about
technology as it is about people
Do you want to reach your buyers directly?Do you want to drive traffic to your Web site?Do you want to achieve high rankings on the search engines?Do you want to attract buyers who are looking for what you have to offer?Do you want to move people into and through the sales process?Do you want to compete more effectively?
Introduction to search engines
Why bother with search engines?
People search in many places, literally in thousands of sites
Most of the searches are carried out at a small number of search sites
The Rank of the Search Engines Determine
their popularity
Percentage of site visitorsTotal number of visitorsTotal number of searches carried out at the siteTotal number of hours visitors spend searching at the site
Google & Search
Google – 60%Search wordsAdvanced searchSearch “intitle”Search “allinurl”Search “site”Search “links”
Google Search Results938,000 results (0.14 seconds)
Snippet
Sponsored
links
Local
search
results
Organic
results
Getting Search Engines’ “Attention”
Keywords research
Meta tags
LINKS BUILD POPUARITYInboundOutboundInlinks
Content is a king
Keyword Selection
0
50000
100000
150000
200000
250000
300000
350000
400000
Avera
ge M
on
thly
Go
og
le S
earc
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Vo
lum
e
Top Key Words For Armenian Hotels
Where are we with the top search words?
HOTELS www.aha.amwww.tufenkianheritage.com
www.anihotel.com
www.ararathotel.am
www.marriottarmenia.com
www.jermukarmenia.com
hotels rooms Not in 100 Not in 100 Not in 100 Not in 100 Not in 100 Not in 100bed and breakfast hotel Not in 100 Not in 100 Not in 100 Not in 100 Not in 100 Not in 100
b&b hotels Not in 100 Not in 100 Not in 100 Not in 100 Not in 100 Not in 100
yerevan hotels Not in 100 Not in 100 Not in 100 Not in 100 Not in 100 Not in 100
armenia hotels Not in 100 Not in 100 Not in 100 Not in 100 Not in 100 Not in 100
armenia hotel Not in 100 Not in 100 Not in 100 Not in 100 Not in 100 Not in 100
hotel yerevan Not in 100 Not in 100 Not in 100 Not in 100 Not in 100 Not in 100hotels yerevanarmenia Not in 100 Not in 100 Not in 100 Not in 100 Not in 100 Not in 100hotel yerevanarmenia Not in 100 Not in 100 Not in 100 Not in 100 Not in 100 Not in 100
hotels in armenia Not in 100 Not in 100 Not in 100 Not in 100 Not in 100 Not in 100
hotel in armenia Not in 100 Not in 100 Not in 100 Not in 100 Not in 100 Not in 100
hotel in yerevan Not in 100 Not in 100 Not in 100 Not in 100 Not in 100 Not in 100
Making your pages “Search-Engine-
Friendly: Meta Tags
Title
Description
Keywords Armenian Hotel
Association,Armenia,Hayastan
Armenian Hotel Association
The purpose of the Website is to
represent Armenia, Armenian tourism
industry and AHA; establish and
maintain publicity, international
representation and advertisement tools
for AHA, its members and non-member
industry representatives; and provide
services and generate income for the
Association
www.aha.am
1) Try to put your main keywords/phrases towards the front of your title tag
2) Depends on your current brand and position in the market, you will want to put your
brand name at the beginning or the end of the title tag. If you have a well known brand
like Nike or Apple, it is best to craft a tag that is more for branding than for search
engines. If your brand is not as well known, putting your brand name at the end of the
tag will help in starting to build that brand.
3) Keep the title tag short, don’t stuff it will tons of keywords just to try and optimize for
every term you want to rank for. I personally try to rank for no more than 2-3 keywords
per page (actually most of the time 1 main term per page).
Good Example:
“Golf Company XYZ | Golf Clubs, Nike Golf Clubs, Nike Drivers and Irons”
Great Example:
“Buy Nike Golf Clubs | Nike Drivers & Irons For Sale | Golf Company XYZ”
Example of Title Tag
1) Use your description tag to sell the user to come to your page. Explain what that page is
about, some selling points and even a special offer that will entice the user to click on
your link
2) Utilize different variations of the primary terms you are looking to rank for
3) Keep it focused to what the page is talking about, not necessarily what the entire
website does.
Good Example:
“Nike golf clubs, Nike drivers, Nike irons, and Nike golf balls. Golf Company XYZ offers
superior selection of Nike Golf equipment, great service, and quality products.”
Great Example:
“Largest selection of Nike golf club sets, drivers, irons, and Nike golf balls at discount
prices. Get Free Shipping on orders of $50 or more, read product reviews, and the
guaranteed lowest prices!”
Example of Meta Description Tag
Links Popularity & Position
• Search engines like links– Links make easy for search engines (searchbots) &
people to find web pages
– Links “tell” about web pages
• Generating links– Search directories
– Associations
– Friends and business partners
– Submit articles, press releases
– Blogs and forums
– Advertise
• Reciprocal, oneway, real & fake links
Making your pages “Search-Engine-
Friendly: Content
Use important keywords multiple times in titles, in links, make them italic or bold or underline them
Frequently update your site with fresh content
Eliminate Flash introductions
Minimize usage of large images; include “alt tags”
WEB 1.0 vs. WEB 2.0
WEB 1.0
Web site
Information
Contact
WEB 2.0
Web site
Information
Contact
Web 2.0 - Participation
According to Comscore, a highly trusted global
Internet
2/3rds of everyone who goes online worldwide, visits
MySpace
29% of them visited Facebook
35% of them visit YouTube
And 27% of them visit Wikipedia
The number of active users for most of the social
media sites doubles every 6 months.
Press Release: New Rules
Old rules of press release syndication
Nobody saw the actual press release except a handful of reporters and editors
You had to have significant news before you were allowed to write a press release.A release had to include quotes from third parties, such as customers, analysts and experts
The only way your buyers would learn about the press release’s content was if the media wrote a story about it
Today, savvy marketing professionals use
press releases to reach buyers directly
The Web has changed the rules
Appear in near real-time on services like Google News
Buyers read your press releases directly and you need to be talking their language
Media relations are important, but your primary audience is no longer just a handful of journalists.
Your audience is millions of people with Internet connections and access to search engines and RSS readers
Press Release: New Rules
Don’t just send press releases when “big news” is happening; find good reasons to send them all the time
Instead of just targeting a handful of journalists, create press releases that appeal directly to your buyers
Write releases replete with keyword-rich copy
Create links in releases to deliver potential customers to landing pages on your Web site
Optimize press release delivery for searching and browsing
Drive people into the sales process with press releases
What to Write as a Story
CEO speaking at a conference? Write a release
Win an award? Write a release
Have a new take on an old problem? Write a release
Add a product feature? Write a release
Win a new customer? Write a release
Publish a white paper? Write a release
Get out of bed this morning? Okay, maybe not…
… But you are thinking the right way now!
If the media does write about your organization, GREAT!
Social Media Marketing (SMM)
Rethinking Marketing
Outbound Marketing
Telemarketing Trade showsDirect mailEmail blastsPrint adsTV/radio ads
Inbound Marketing
SEO / SEMBloggingSocial MediaRSSFree tools/trialsViral videos
Interruption Permission
Social Media State of Mind
Similar to a business cocktail reception
Without constraints of time and space
Meet people and start conversations
Answer questions – help others
Ask questions – trust others’ advice
3 Ss and 3 Cs of Social Media
Social Networks (LinkedIn, Facebook)
Social Media (YouTube, Digg, Flickr)
Social Bookmarks (Delicious, SU, Technoratti)
Content
Consistency
Community
• 400
million
users in
2010
• Over 50
million
users
Over150,000,000 videos
(65,000 new videos / day)
236 million visitors
• hosts
more than
4 billion
images
55% downloaded
photos
• 10
million
register
ed
users
• 5.3 million
users
• 180 million
unique
URLs
• 30 million
unique
visitors
per
month
Blogging
200,000,000
blogs
Over 13,000,000
articles
65 million tweets are posted each day
75 million users
Marketing Tips for SM-Publish
Publish: “Everything you have anywhere you can”
Monitor what others publish, promote it
Empower your customers to publish
Marketing Tips for SM-Share
Monitor what’s being shared about you
Find where your audience hangs out
Promote your content and other content
Produce content your audience will love
Marketing Tips for SM-Network
Make friendsFind your existing connectionsNetwork through groupsAdd to your email signature, blog articles, bio or profile…
Be helpfulAnswer questionsShare interesting contentMake connections
Thanks