State of Digital Marketing in Vacationland: Traverse City | Oneupweb

State of Digital Marketing in Vacationland: Traverse City | Oneupweb


My name is Fernando Meza, and I’m the CEO and owner of Oneupweb. I’d like to introduce the State of Digital. It’s an
initiative of Oneupweb, where we take a look at businesses in our area and we
see how they’re presenting themselves online. We work with businesses all
across this country, helping them do this. But we seldomly get an opportunity to
work with small businesses in our area. And as we are a part of this community,
it’s very important for us to give these small businesses a tool to help them
manage how they present themselves online. It is a very complicated space, we
get it! We understand that it’s difficult. We understand the things are changing
every day. So what we have done, is taken the time to present you different ideas of
how you can start managing this stuff yourselves. Start communicating, and
really clearly stating what the problem is, how it’s impacting your business,
because it is – whether you believe it or not – and how you can help fix it. Take a
look at what my colleagues have put together for you. We hope it’s meaningful.
And we hope it’s valuable, in the hopes that you are gonna become more
successful. If you go to Google and do a search for “hotels in Traverse City,” you
will see three to four ads, followed by a local pack – which is a map of the local
hotels in the area, followed by organic listings – which are typically comprised
of aggregator websites. Aggregators are sites like hotels.com, TripAdvisor,
Expedia … who basically facilitate rooms from multiple sources to give the
user the best experience that they can, which is why they are very popular. But
we also recommend having a mobile-friendly website with the easy
booking engine so that way people can book directly with you. So when people
are on vacation, they use their mobile devices like a travel guide, you know,
rarely when they actually stop and ask somebody for something to do, and as a
small business if you’re not showing up on Google search, you’re probably not
going to capture a lot of the tourists who are coming to this city to find activities or products. A lot of small businesses, they think they just
need a small website with their hours of operation and their business address. Just having that small site doesn’t give them a lot of room to fit keyword targets
that are important to their business. For example, if I rent boats, I’m gonna want
pages on my website for the different types of boats and maybe even the
different lakes that I service. That way when somebody is searching for pontoon
boat on Torch Lake, I’m gonna have a better shot of not only ranking, but
ranking on the top of search results for that particular query. What is something
that a user is gonna be searching for that could introduce them to a service
or a product that you have? For example, “things to do in Traverse City.” Well they
may find your business on that list of things to do, and then go visit your
webpage and eventually wind up at your business. It’s really interesting when we
perform searches for “breweries in Traverse City” or “breweries in Northern
Michigan.” The local pack takes up a huge amount of the SERP, but there are no paid
advertisement. There’s a lot of opportunities for breweries or wineries,
distilleries even, to dabble in paid advertising in a way that will help move
them about that local pack and be more competitive. Breweries and wineries have
a lot more flexibility to showcase their personality via social media. Talk about
the things that are important to you as a company, whether that be your code
of values, the things that make what you do unique. And do it in a fun way. Come up with a little mini social media campaign. My best advice for them is to pick one
or two channels that really encapsulate what they want to show off. Be on
Instagram, be on Facebook. If you’re looking to expand rapidly or you’re
looking for investors, pay attention to LinkedIn. What breweries and wineries do
inherently is super visual. Take photos of your product, take photos of people
enjoying your product, take video, go live. Really off-the-cuff things work; it
doesn’t have to be totally polished. You heard about the local pack earlier.
Well, what is it? The local pack is an area on top of a search engine results
page. And Google gives three local businesses that spot. This information
comes from Google My Business. Google My Business is an area for local business
owners to fill out their name, address, phone number, address, and all sorts of
important details you want your customers to know. People aren’t gonna
find you if you don’t have a Google My Business profile. So in order to rank in
the local pack, in order to get reviews, you need a Google My Business profile.
Make sure your name, address and phone number are accurate, and verify that
account through Google. I also recommend responding to all of your reviews – both
positive and negative. Reviews are a very important ranking factor in the local
search landscape, and Google will award you. So what you just saw is just a small
taste of what you’re gonna find more detail to in our report. Go to our website.
Download the report, and let us know what you think. And we look forward to hearing
from you!

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