Drive Website Traffic, Boost Readership - Elizabeth Glagowski
How to Drive Traffic to Your Tourism Website
Transcript of How to Drive Traffic to Your Tourism Website
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How to drive traffic effectively
to your tourist board websiteJustin Reid
Head of Online and CRM
11th September 2009
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A quick look at:
Who we are
Where we were
Where we are
Where were going
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Who we are
VisitBritain is the national tourism agency, funded bythe Department for Culture, Media and Sport
VisionInspiring the World to Explore Britain
MissionTo build the value of tourism to Britain
Marketing Britain overseas and
developing Britains visitor economy
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VisitBritain.com
20 million visitors
40+ markets
23 languages
15,500 providers
bookable online
Increased integrationof booking platforms
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Where we were and the need for
change 2003 to 2008
Put the website at the heart of everything we do
Judged success on website visits
Heavy use of PPC
Where did that get us?
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Steady progression
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Trip Advisor
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Trip Advisor
Expedia
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Trip Advisor
Expedia
Facebook
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2009 Time to take stock
Budgets cut
Recession
Unsustainable PPC model
Quality visits?
Cycle of the visitor
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Research in a nutshell
Statistics show that the majority of long haultravellers come to a NTB site after they have madethe decision as to which destination they will be
travelling. We (VB) therefore need to tap into the market
places and forums where people are making thosedecisions and enter the influencing cycle earlier.
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Spend less, invest smarter
Twitter
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Twitter
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Twitter
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Spend less, invest smarter
Twitter
Content distribution
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Content Distribution
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Social Media / Content distribution
Be active
Be everywhere
Be nice
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Spend less, invest smarter
Twitter
Content distribution
Video
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Video
Be diversified
Be generous
Be open
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Spend less, invest smarter
Twitter
Content distribution
Video
Wikipedia
Thank you Jamie Oliver, Harry Potter and theCotswolds
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Wikipedia
8 links leads to a traffic increase of 5%
In old money 90,000
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Spend less, invest smarter
Twitter
Content distribution
Video
Wikipedia
Thank you Jamie Oliver, Harry Potter and theCotswolds
Mobile
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Mobile
Points of entry
Points of high foot fall
Points of delivery
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In Summary
Not about spending more, about spending morewisely
Not about our website, about our content
Not always the immediate benefits, its the longterm ones