1. 8 Things You Must
Do In Internet
Marketing

2. Critical Path
To Conversion

3. Manage The Funnel
Engagement
Rate
Conversion
Rate

4. Manage The Funnel
Almost All
Already Know You:
Branded Keywords +
Direct +
Email +
Leads

5. Convert The
Convered

6. 1. Own Your People
1. Identify which ones are in the market this year:
Email: "Coming To Durango?"
Facebook: Opt-In For 2012 Specials
2. Strike During the Planning Time:
Email: "Get The Most Out Of 2012"
Facebook: Show Specials
What To Do With Them:
● Must email them at least 1 time every 4 months
● Make repeats easy: Points Program

7. More Engaging

8. Manage The Funnel
Engagement
Rate
Conversion
Rate

9. 2. Know Your People
Segment And Narrowcast The Conversation
● Pinpoint Actionable Feedback
● What do you ask on the phone?
● If you knew _____, what would you do differently?
● When do they plan?
● When do they buy?
● Stop asking how they found you and other 'nice to know'
Segments:
● Location: In-State vs. Out-of-State
● Time Of Year: Planning vs. Buying
● Source: 'durango family vacation' vs. email vs. Leads

10. 2. Know Your People

11. 6. Know Your Audience

12. 3. Have A Conversation

13. 3. Have A Conversation

14. More Conversions

15. Manage The Funnel
Engagement
Rate
Conversion
Rate

16. 4. Expand Conversion Points
Create More Soft Conversion Points with a Reason
● Sweepstakes
● Facebook (with caution)
● Build Your Own Trip
● Get A Quote
● Send To A Friend
● Have Us Call You
● Talk To A Guide
● Call Now
● Have Questions
● Get deals on Facebook
● Get a free picture
● Not Deals

17. 5. Optimize Conversion
Move All Soft
Conversion Points
behind Primary
Conversion

18. 5. Optimize Conversion
Remove any non-conversion piece behind conversion pages

19. 5. Optimize Conversion

20. 5. Optimize Conversion

21. 6. Stop Anti-Social Social

22. 6. Stop Anti-Social Social

23. 7. Focus On The 72 Hour Window
1. Find all Leads that contacted you in the last week
1. Contact Forms
2. Open reservations
3. Phone calls
4. Lead programs
5. Deals
6. Other Opt-Ins and Soft Conversions
2. Remove anyone who made a Reservation
3. Ask for the Reservation
"Hello, We saw that you _____, but we don't have you
booked. May is filling up. Can we suggest _____ ...

24. 8. Email To A Content Calendar
Email still Converts more than anything. Still.
Example Content Calendar:
1. Segment by in-state, out-of-state
1. In-State gets greater frequency
2. Out-Of-State gets a reason to come
2. Coordinate Message with Social, and Partners
3. Post It
4. Write It - Stage the following emails to reinforce
5. Send It - in season it should just the release button

25. 9. Don't Be Too Busy To Be Smart
Are you really so busy handling Onesies and Twosies that
you can't address the 350,000 people who Like www.
Facebook.com/VisitColorado?
Are you really so busy handling today that you can't send a
proper email tomorrow?

26. Manage The Funnel
Engagement
Rate
Conversion
Rate

27. Review
1. Own Your People
2. Know Your People
3. Have A Conversation
4. Increase Conversion Options
5. Optimize Conversion Points
6. Stop Anti-Social Social
7. Focus On The 72 Hour Window
8. Use Content Calendars
9. Stop Being Too Busy To Be Smart

28. Thank You
www.slideshare.net/richardaburrell
ra@honey.travel
www.honey.travel

29. And Now
Kory Samson
Gateway Reservations
Destination Marketing And The
Conversion Challenge