101 Ways to Promote Your Tourism Business Web Site: Filled with Proven Internet Marketing Tips, Tools, and Techniques to Get Visitors to Your Site and Your Destination

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Maximum Press, 2008 - Business & Economics - 391 pages
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Full of practical, proven techniques and step-by-step strategies, this informative resource teaches internet tourism businesses how to attract visitors and convert them into paying customers. With a design that allows each chapter to stand on its own, the book provides easy and immediate implementation for a variety of promotion strategies, including those geared for bed and breakfasts, campgrounds, and theme parks. By learning to utilize industry-specific internet newsgroups and mailing lists, businesses can target their customers, examine advertising techniques of their competitors, and ensure consistent visibility on the Web. Tips on updating, revisiting, and rethinking a business's online presence round out the advice, ensuring that potential and existing clients keep coming back.
 

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Contents

Using Mail List Software
178
Outsourcing Your Mail List
180
Building Your Database or Mail List
182
Promoting Your Private Mail List
183
Your Communication with Your Mail List
184
Stay under the Spam Radar
187
Recent Legislation
190
Measure Measure Measure
192

A Final Word on Objectives
9
TravelRelated Products and Services
11
The Fundamentals
12
Storyboarding Your Web Site
14
Detailed Web Site Planning
16
Content Notes
17
Text Notes
18
Navigation Notes
19
Graphics Notes
20
Visual Notes
21
Other Notes
22
Designing Your Site to Be Search Engine Friendly
23
Methodology to Make Your Site Search Engine Friendly
24
Decide Which Search Engines Are Important
26
Learn the Search Engine Ranking Criteria
27
Keywords Are Critical
30
Brainstorming Surveying and Reviewing Promotional Material
32
Review Competing and IndustryLeading Web Sites
33
Assess Your Web Site Traffic Logs
34
Keyword Suggestion and Evaluation Tools
35
Assign Specific Keywords to Specific Pages
41
Title TagsUse Descriptive Page Titles
42
Keywords MetaTag
44
Description MetaTag
46
Domain Name and File Names
47
Body TextHeader Tags and Page Copy
48
Spamming
50
Quality GuidelinesBasic Principles
53
Quality GuidelinesSpecific Recommendations
54
Other Important Design Factors
55
Robotstxt MetaRobots Tag
56
Clean Code Is King
57
Revisit MetaTag
58
Splash Pages and the Use of Rich Media
59
Custom Error Pages
60
Optimization for Search Localization
61
Monitoring Results
62
Internet Resources for Chapter 2
64
Web Site Elements That Keep Em Coming Back
65
Rationale for Encouraging Repeat Visits
66
Free StuffEveryone Loves It
67
Everyone Wants the Best PriceCoupons and Discounts
68
Specials Promotions and Packages
69
A Calendar of Events Keeps Visitors Informed
70
Creating Useful Links from Your Site
73
Providing a Featured or Tip of the DayWeek to Encourage Repeat Visits
74
Ensuring Your Site Gets Bookmarked
76
Distribution through RSS Feeds and Autoresponders
77
Permission Marketing
78
Uses of Permission Marketing
79
Personalization
80
Sell the Benefits
81
Cooperative Permission Marketing
82
A Closing Comment on Permission Marketing
83
Spreading the Word with Viral Marketing
84
Capitalizing on Viral Marketing Opportunities
85
PassItOn Viral Marketing
89
EBooks
90
Podcasts MP3 or Audiozine
91
Internet Resources for Chapter 5
92
Great Content
93
The WOW Factor
94
eBrochures and iBrochures
95
Audio and Video
96
Interactive Maps
97
Interactive Elements
98
Blogs and Wikis
100
Internet Resources for Chapter 6
101
Landing Pages
102
Considerations for Landing Page Content
104
Testing Your Landing Page
105
Landing Page Content
106
Internet Resources for Chapter 7
107
Search Engine and Directory Submissions
108
A Closer Look at Search Engines and Directories
109
Submitting to the Search Engines
112
Free Submissions
113
Automated versus Manual Submission
114
Preparing Your Directory Submission
116
Pay Careful Attention to Titles and Descriptions
117
Pay Careful Attention to All Fields on the Submission Form
118
Keep a Record of your Submissions
120
Complete Your Site before You Submit
122
Some Final Pointers
123
Internet Resources for Chapter 8
124
Developing Your PaytoPlay Strategy
125
Generating Targeted Traffic Using PPC Advertising
126
Exploring PPC Campaigns in Google and Yahoo
127
How PPC Campaigns Work
128
Where Do Your Ads Appear?
129
Maximize Exposure with Contextual Advertising
131
Dayparting
132
Maximizing Your Budget
133
Internet Resources for Chapter 9
134
The Email Advantage
135
Making the Connection
136
Effective Email Messages
137
Email To and From Headings Allow You to Personalize
138
Effective Email Message Formatting
139
A Call to Action
140
Appropriate Email Reply Tips
141
Expressing Yourself with Emoticons and Shorthand
142
Email Marketing Tips
145
Include a Brochure and Personal Note
146
Graphic Headers and HTML
147
Internet Resources for Chapter 10
148
Utilizing Signature Files to Increase Web Site Traffic
149
How to Develop Your Signature File
150
Graphic Headers and HTML
151
The Dos and Donts of Signature Files
152
Creating Sig Files to Bring Traffic to Your Web Site
154
Using Signature Files as an Email Template
157
Autoresponders
158
Why Use Autoresponders?
159
Types of Autoresponders
161
Size of Message
162
Internet Resources for Chapter 12
163
Consumer Generated Media
164
What is Consumer Generated Media?
165
The Effect of CGM on Corporate Reputation
166
CGMOpportunity or Threat?
167
Developing a Social Media Strategy
168
Where Do You Find Consumer Generated Media?
169
How Do You Use Consumer Generated Media?
170
Internet Resources for Chapter 13
171
Establishing Your Private Mailing List
172
Why Have Your Own Mailing List?
173
The Issue of Privacy
176
The Right Mail List Technology
177
Email as the Killer AppThe Latest
194
The Good NewsRSS and Email are Not Mutually Exclusive
195
Effective Promotion Through Direct Mail Lists
196
How Direct Mail List Companies Work
197
How to Select a Direct Mail Company
198
Costs Related to Direct Mail List Marketing
199
Make the Most of Your Direct Mail List Marketing
200
Internet Resources for Chapter 15
201
Developing a Dynamite Link Strategy
202
Links Have an Impact
203
A Quick Talk about Outbound Links
204
Google Webmaster Guidelines on Link Schemes
205
Strategies for Finding Appropriate Link Sites
206
Explore These URLs
207
Tools to Identify Your Competitors Links
209
Other Potential Link Strategies
210
Winning Approval for Potential Links
211
Making Your Link the Place to Click
214
Add Value with Affiliate Programs
215
Internet Resources for Chapter 16
216
Maximizing Promotion with MetaIndexes
217
How to Find Appropriate MetaIndexes
219
Enlisting MetaIndexes for Optimal Exposure
222
Internet Resources for Chapter 17
223
Winning Awards Cool Sites and More
224
Its an Honor Just to Be Nominated
225
Choosing Your Awards and Submitting to Win
226
Whats Hot and Whats Not in the Name of Cool
227
Posting Your Awards on Your Site
228
Internet Resources for Chapter 18
229
Online Advertising
230
Expanding Your Exposure through Internet Advertising
231
Maximize Advertising with Your Objectives in Mind
232
Online Advertising Terminology
233
Impressions or Page Views
234
Geotargeting
235
Exploring Your Banner Ad Options
236
Banner Ad Tips
238
Interesting Banner Ads
239
Location Location Location
242
Banner Ad Price Factors
243
Make Sure Visitors Can See Your Banner
244
Behavioral Advertising
246
Form Lasting Relationships with Sponsorships
247
Commercial Links
248
Advertising Through Content Integration
249
A Few Final Thoughts to Remember
250
Internet Resources for Chapter 19
251
Maximizing Media Relations
252
Managing Effective Public Relations
253
What Is a News Release?
254
Header
255
The Close
256
Sending News Releases on Your Own versus Using a Distribution Service
257
Golden Tips for News Release Distribution
260
News Release Timing and Deadlines
261
What Is Considered Newsworthy
262
What Isnt Considered Newsworthy
263
Internet Resources for Chapter 20
266
Increasing Traffic Through Online Publications
267
Appealing to Magazine Subscribers on the Net
268
WebBased Ezines
269
Using Ezines as Marketing Tools
270
Finding Appropriate Ezines for Your Marketing Effort
271
The Multiple Advantages of Ezine Advertising
272
Guidelines for Your Advertising
273
Providing Articles and News Releases to Ezines
274
Reasons You Might Start Your Own Ezine
275
Developing Your Own Ezine
276
eBrochures and iBrochuresThe Latest in Online Publications
278
Internet Resources for Chapter 21
280
Really Simple Syndication
281
What Is RSS?
282
RSS Content Options
283
Benefits of RSS
285
How to Promote Your RSS Content
286
What is Social Bookmarking?
288
Getting the Most out of Your RSS
290
RSS versus Email
291
Internet Resources for Chapter 22
292
Blogs Wikis
293
What are Blogs Wikis?
294
How Do I Create My Blog or Wiki?
295
Decide on the Content and Tone of Your Blog
296
Search Engine Ranking for Your Blog
297
Pros and Cons of Blogging
299
Avoid Classic Blog Mistakes
300
Writing for the Search Engines and Not for the Blog
301
Resources for Chapter 23
302
Podcasting Videocasting
303
What Is Podcasting?
304
Advantages of Podcasting
305
Gather Your Podcasting Equipment
306
Publishing Your Podcast
307
Podcast Content
308
Promoting Your Podcast
309
Internet Resources for Chapter 24
311
Mobile Marketing
312
SMSShort Messaging Service
313
MMSMultimedia Messaging Service
314
LBSLocationBased Services
315
Subscribed Content
316
Internet Resources for Chapter 25
318
Interactive Mapping
319
Why is Interactive Mapping Important to the Travel and Tourism Industry?
321
How Do You Do It?
323
How Do You Leverage Interactive Maps?
325
Internet Resources for Chapter 26
327
The Power of Partnering
328
Partnering Opportunities
329
Internet Resources for Chapter 27
331
Web Traffic Analysis
333
Web Analytics Defined
334
Key Performance Indicators
335
Time Spent
336
Customer Conversion Ratio
337
Impact on Offline Sales
338
Determine What WorksAB Testing as a Start
339
Keep It Simple
341
Go DeeperUse It or Lose It
342
Bringing It All TogetherUse What Youve Learned From Other Sources
343
Segmenting Your Target Market
344
Choosing a Web Analytics Solution
346
Look at the Vendor
348
Popular Web Analytics Vendors
350
Internet Resources for Chapter 28
351
About the Author
352
Copyright

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About the author (2008)

Susan Sweeney, CA, is a partner in VERB Interactive, an international internet marketing and website development firm. She is the author of 101 Ways to Promote Your Web Site, 3G Marketing on the Internet, and The e-Business Formula for Success. She divides her time between Bedford, Nova Scotia, and Ft. Myers, Florida.

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