Mine Your Data FINAL

MINE YOUR DATA & MIND YOUR BUSINESS

MARYLAND TOURISM COALITION
JOHN GEHRIG, D3

“DATA LIVES EVERYWHERE”

MARKETING KNOW YOUR BUSINESS LOCATION EXPERTISE YOUR
EVOLUTION BUSINESS DATA DATA LIST

VENDOR PROSPECT CUSTOMERS SOCIAL ANALYTICS THANK
DATA DATA MEDIA YOU!

MARKETING EVOLUTION

MARKETING
EVOLUTION

THIS IS

HOW

PEOPLE

TALKED

About
Brands

MARKETING
EVOLUTION

THIS IS HOW PEOPLE TALK ABOUT

BRANDS TODAY

MARKETING
EVOLUTION

CONSUMERS ARE TALKING

EVERYWHERE

MARKETING
EVOLUTION

INNOVATION ORGANIC
GROWTH
TRADITIONAL
SALES SALES
PROCESS
ALWAYS BE ALWAYS BE
CLOSING HELPING
BUSINESS CUSTOMER
CENTERED CENTERED
DATA DRIVEN
TRADITIONAL ENGAGEMENT
MARKETING

52% MARKETING
EVOLUTION
OF CUSTOMERS
THE GOOD
EXPRESSED NEWS:
WILLINGNESS TO
DATA IS EVERYWHERE;
SWITCH BRANDS
IF A COMPANY READY TO BE
DOESN’T PERSONALIZE USED RIGHT
COMMUNICATIONS NOW

SOURCE: SALESFORCE.COM

KNOW YOUR BUSINESS

KNOW YOUR
BUSINESS

PROFIT CENTERS
OPPORTUNITIES
STAY FOCUSED
NO DISTRACTIONS
BE YOU

“HOPE IS NOT A STRATEGY”
- RUDY GIULIANI

BUSINESS DATA

BUSINESS
DATA

LOCAL SEARCH ECOSYSTEM

BUSINESS
DATA

GOOGLE MY BUSINESS

GOOGLE KNOWLEDGE PANEL

CRITICAL TO LOCAL/MOBILE SEARCH

BUSINESS
DATA

GOOGLE
POSTS

COMMUNICATE
WITH CLIENTS
WITHIN GOOGLE
SEARCH RESULTS

BUSINESS
DATA

USE GOOGLE
POSTS FOR

ANNOUNCEMENTS
WEEKLY SPECIALS
DEALS & PROMOTIONS
HOURS OF OPERATION
FOR SPECIFIC DAYS/EVENTS
PROMOTE IMPORTANT PAGES
IMPROVE YOUR RANKING

BUSINESS
DATA

CUSTOMER TRENDS

88% of consumers trust 78% of mobile searches 6.8 billion mobile devices

online reviews as much as for local business information are enabling consumers to
personal recommendations result in a purchase search locally

LOCAL LISTING BUSINESS
DATA
RANKING
FACTORS 19%
Local Social
The foundation of ranking well in
the local search results begins with 26%
accurate and optimized local business Local SEO
listings.
51%
The search engine results landscape
is becoming increasingly localized and Local Listing
increasingly crowded. Management

As such, the engines are prioritizing and
integrating various ranking features,
particularly local pages, listings and
reviews, and incorporating a variety of
ranking features outside the traditional
ten blue links.

BUSINESS
DATA

BUSINESS
DATA

BUSINESS
DATA

TAKEAWAYS

• OPTIMIZE YOUR GOOGLE MY BUSINESS PAGE

(KEYWORD IN BUSINESS TITLE, PROPER CATEGORIES, PROXIMITY, MAXIMIZE GMB PRESENCE)

• CONSISTENT CITATIONS

(NAME, ADDRESS, PHONE NUMBER, AGGREGATORS, QUANTITY)

• TRY GOOGLE POSTS

LOCATION DATA

LOCATION
DATA

EXPERTISE

EXPERTISE

• FUEL FOR CONTENT
• CREATE CALENDAR & PROCESS
• DO NOT PAY SOMEONE TO “DO YOUR SOCIAL MEDIA”
• HIRE A CONTENT SPECIALIST

EXPERTISE

WHAT CONTENT SHOULD I WRITE?

• LIST TOP 10 QUESTIONS
• INTERVIEW STAFF
• INDUSTRY TRENDS
• WHAT’S IN THE NEWS
• YOUR INTERESTS

YOUR LIST

YOUR
LIST

• EMAIL IS NOT DEAD
• BEHAVIOR BASED, BE SPECIFIC
• AVOID “PROMOTIONS” FOLDER
• EMAIL HASHING > GOOGLE RETARGETING

VENDOR DATA

VENDOR
DATA

• HIGHLY TARGETED
• UNDERPRICED

FACEBOOK IS THE KING OF DATA

A POPULAR 183,000 REACH $1700
HOTEL: 10,400 CLICKS
3,082 BOOKINGS

DO NOT BUY 3RD PARTY WEBSITE BANNER ADS

PROSPECT DATA

PROSPECT
DATA

PROSPECT
DATA

CUSTOMERS

CUSTOMERS

KNOW BEHAVIORS
EXPAND TRUST
SOLUTIONS NOT SALES
ON PREMISES

CUSTOMERS

PROTECT THEM AT ALL COSTS

HOTELS

RENEGOTIATE OTA
CONTRACTS
RESTRICT INVENTORY
SECURE OTA PARITY
GUEST EDUCATION
STRATEGY
CAPTURE DATA AND

CUSTOMERS

PROTECT THEM AT ALL COSTS

HOTEL MGMT COMPANIES, AGENCIES & DMOs
ACQUISITION MATTERS

SOCIAL MEDIA

SOCIAL
MEDIA

PARTICIPATE IN CONVERSATIONS
BE GENUINE & AUTHENTIC
BE CONSISTENT
DO NOT WORRY ABOUT METRICS
HAVE FUN
JUST BE YOU!

ANALYTICS

ANALYTICS

• KNOW YOUR STATISTICS
• TRACK YOUR CONVERSIONS
• SET UP AUTOMATED REPORTING
• ENABLE DEMOGRAPHICS
• LINK GOOGLE ANALYTICS WITH SEARCH
CONSOLE

THANK YOU!

Creative Minds. Proven Results.

410.213.2400 | [email protected] | D3Corp.com

12319 Ocean Gateway #202, Ocean City, MD 21842