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Optimizing your Camp’s Online Presence By James Davis.

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1 Optimizing your Camp’s Online Presence By James Davis

2 Communications Pyramid Organizational Big Idea Who we are, What we do. Why do we exist? Organizational Big Idea Who we are, What we do. Why do we exist? Communications Strategy PrintWord of MouthDigital How will we get our big idea out to the world? Communications Strategy PrintWord of MouthDigital How will we get our big idea out to the world? Online Strategy How do we harness the power of the internet? Online Strategy How do we harness the power of the internet? Creating Outposts Social Media, Online Advertisements, Links back to us Creating Outposts Social Media, Online Advertisements, Links back to us

3 Mastering One Way Communication Be a good listener Be a good listener Collect Data – What do your customers want? Collect Data – What do your customers want? Talk about what people want to hear Talk about what people want to hear Talk when others are listening Talk when others are listening

4 To whom are we talking? Great Internet Presence means communicating to two audiences: Great Internet Presence means communicating to two audiences: Campers/Parents Campers/Parents Search Engines! Search Engines!

5 Search Engine Optimization Search Engine Empathy – What do they want? Search Engine Empathy – What do they want? Provide their users with the best possible sites. Provide their users with the best possible sites. Most linked to (talked about) Most linked to (talked about) Best Reviewed Best Reviewed Most relevant to keywords searched for. Most relevant to keywords searched for. Frequency, Location, and Density of Keywords Frequency, Location, and Density of Keywords Freshest content Freshest content Most usable (no broken links!) Most usable (no broken links!) Fastest loading Fastest loading Not to be lied to Not to be lied to

6 Getting People to Link to Your Site Ask for them! Ask for them! Raffle a campership to people you know for a link. Raffle a campership to people you know for a link. Make posts for Camp Business, Camp Leadership, other publications. Make posts for Camp Business, Camp Leadership, other publications. Relevant links are better – religious groups, camps, camping associations, camping blogs. Relevant links are better – religious groups, camps, camping associations, camping blogs. Social Media Social Media Claim your business listings! Claim your business listings!

7 Places to claim listings Google Places Google Places Bing Bing Yahoo Yahoo Yelp Yelp Citysearch Citysearch Yext Yext Alexa Alexa Merchant Circle Merchant Circle Hotfrog Hotfrog Manta Manta Yellowbot Yellowbot Super Pages Super Pages Yellowee Yellowee DexKnows DexKnows FourSquare FourSquare Judy’s Book Judy’s Book YP.com YP.com Insider Pages Insider Pages Kudzu Kudzu Local.com Local.com Many more! Many more!

8 When Claiming your Listing… Fresh content every time Fresh content every time Tedious, but tells search engines you aren’t cut/pasting stuff all over the internet. Tedious, but tells search engines you aren’t cut/pasting stuff all over the internet. Make sure you link back to your site Make sure you link back to your site These listings are more for search engines than to drive your business – know to whom you’re communicating! (keywords!!) These listings are more for search engines than to drive your business – know to whom you’re communicating! (keywords!!)

9 Your Website Itself Must communicate to customers AND search engines. Must communicate to customers AND search engines. Don’t embed words in images – Search Engines can’t see them! Don’t embed words in images – Search Engines can’t see them! Don’t password protect content that will help SEO! Don’t password protect content that will help SEO! Make sure you’re sending a clear message about who you are – don’t assume any person has heard of you, much less a search engine! Make sure you’re sending a clear message about who you are – don’t assume any person has heard of you, much less a search engine! Keywords in your title, meta description, tags, headers, posts/paragraphs. Keywords in your title, meta description, tags, headers, posts/paragraphs.

10 How a Search Engine Sees You Part 1 Reviews Keywords in title KEYWORDSKEYWORDS

11 What a Search Engine Sees Next Keywords in Header Text

12 And Finally – Keywords on Pages UsingWithoutoverusing is the key to talking to search engineswithoutignoring the needs of your customers

13 Google Talks Back google.com/webmasters/tools google.com/webmasters/tools

14 Page speed Picture size Picture size Pics look the same at different sizes, load much faster Pics look the same at different sizes, load much faster Back end optimization Back end optimization Wordpress plugins – WP Minify, Force GZIP, Super Cache Wordpress plugins – WP Minify, Force GZIP, Super Cache

15 Other ways customers find us online Social Media (Facebook, Twitter) Social Media (Facebook, Twitter) Tough to generate new business – but great to keep old business. Tough to generate new business – but great to keep old business. To generate new business, must relate exciting things – new events, offerings, pictures, philosophy. You’re counting on other people sharing YOUR content. To generate new business, must relate exciting things – new events, offerings, pictures, philosophy. You’re counting on other people sharing YOUR content. Advertisements Advertisements Local city websites Local city websites Facebook Advertising Facebook Advertising Google Adwords Google Adwords

16 When to Run an Adwords Campaign for Summer Camp June Sept-Dec Google Keyword Search: Summer Camp

17 When People Look for Retreats Oct Jan Dec Google Keyword Search: Retreat Center

18 Conference Centers vs. Retreat Centers Conference Center Retreat Center 4x more searches for Conference Centers Are you a Conference Center or a Retreat Center? Or Both?

19 Summer Camp vs. Conference Centers vs. Retreats Summer Camp Conference Center Retreat Center Aug Feb

20 How do we use these data? AdWords campaigns – cheap, and they’ll give you $100 to start. AdWords campaigns – cheap, and they’ll give you $100 to start. Gear website content toward the people who are seeking to do business with you that time of year. Gear website content toward the people who are seeking to do business with you that time of year.

21 Is Online Marketing Worth it? Customize these values – Google adwords will charge you $1-$3 per click. Can you convert 1 in 300 of those clicks? Figure out what you need to break even on an ad, since these numbers can’t account for exponential gains.

22 Don’t forget your customers! Figure out your big picture message Figure out your big picture message We all have great properties – what makes YOU special? We all have great properties – what makes YOU special? Decide to whom you’re marketing Decide to whom you’re marketing What do people want to read about your camp? What do people want to read about your camp? Marketing to yourself, or to your customers? Marketing to yourself, or to your customers? What age does your content target? What age does your content target?

23 Fresh Content Ideas All content on your site must fit into your “big picture” message. All content on your site must fit into your “big picture” message. Blog posts: Blog posts: What’s happening at your site? What’s happening at your site? What’s your philosophy? What’s your philosophy? What makes you special? What makes you special? What can guests expect? What can guests expect? Testimonials from kids Testimonials from kids Pictures from the summer with keyword rich descriptions. Pictures from the summer with keyword rich descriptions. Publish your newsletter Publish your newsletter

24 The time is now! Most camps haven’t optimized their online presence – first movers have a huge advantage. Most camps haven’t optimized their online presence – first movers have a huge advantage.

25 Questions? for the Powerpoint


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