Digital Marketing for Green Tourism Enterprises

1Agenda 27 March 2024 – Online Zoom Webinar
GMT+7Introduction
I. Recap Digital Marketing Strategy
II. Google Eco-System & Google Sites
III. Using Meta, Facebook, Tips & Tricks
IV. Google My Business, Tips & Tricks

Wrap Up
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Digital Marketing for MSMEs - It is important to be practicaland use resources efficiently. Less might be more.

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The key challenge for MSMEs, is to use its resource efficiently
Illustrative
Small Restaurant

Many options for digitalmarketing tools,platforms and channel•••••••

Google Business Profiles
Facebook, IGLineAlipay
Mostly unpaid and earned
User-generated content / influenceGood content!

Segments focus, customer
personal funnel, andcompany goals

Guesthouse / Homestay••••••

AirbnbFacebook, IG
Simple website
Google Businesses Profiles
Mostly unpaid content
User generated content /influencer• Good content!

Use offline marketing to enhance

Entrepreneur have many things to do. What digital marketing
workload/effort is sustainable?

Small Hotel or Spa

••••
••
•
•

OTAFacebook, IG
Custom website, good SEO
Some paid content on FB,SEM
Google Business ProfilesUser generated content /influenceVideosGood content

4How many
people post
somethingwhen they havesomethinginteresting tosay?

Context to Digital Marketing

Strategy vs. Tactic
Systematic vs ad-hoc• Digital Marketing should be a part of the overallbusiness strategy and marketing activities• Many MSMEs do not have clear and systematic
business objectives and marketing plans• The good news is that digital marketing
approaches can be adjusted to reflect the size ofthe business and resources.

• The key is not to forget the brand, what the brandand business are and present, the products andservices, and the value and experience to thecustomers offered.
Be personable might be the word.

https://www.udacity.com/course/how-to-build-a-startup--ep245

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Why should customers buy from you
and not your competition?
What is measurably or objectively
unique about your product or service?

Bad USPs•

Phuket’s best
cocktail bar•

Patong’s divespecialists•

https://digitalschoolofmarketing.co.za/digital-marketing-blog/how-toleverage-your-companys-unique-selling-proposition/
https://profiletree.com/what-is-unique-selling-point/

Good USPs•

Our award-winning
mixologists craft cocktails
using distinctive Phuket
flavors and ingredients•

A PADI dive center, wehave Patong’s best safety
record for diving tours•

Stay at Phuket’s most
Instagrammed resort

Excellent in qualityand service

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Why should customers buy from you or use your services- and not your competition?
Problems

Target customer segment / insight fromcustomer persona

Unique Selling Point

Solutions

Unique (“unfair”) advantage

Channels / Platforms

Resources and SMART Goals

Key message for content marketing, Creative ideas (influencer, videomarketing, etc.).

8Overview

Step 0: Business Strategy, goals, USP, segment focus, and more ->Step 1

Step 2

Step 3

Define Segments
Develop customer personas

Map each persona’s customer journey fromdiscovering your product to buying yourproduct

Understand the digital touchpoints that canspeed up the journey

Step 4

Step 5

Step 6

Set targets for how many potential
customers complete each leg of thecustomer journey.
Envision conversions
as a ‘funnel’ process

Select digital media channels

Integrate digital content and channels intoa campaign that converts a persona
through the customer journey

Define yourUnique Selling
Proposition
for each persona

We have more details on this, but the key to highlight is the sales funnel

Sales or conversion funnel
keeps the focus on the ultimate
goal

The conversion funnel considers how many customers
convert from one stage of the customer journeyto the next stage of the customer journey.
For example:• What % of YouTube viewers click through to your website•

What % of website visitors sign up for your email list•

What % of email recipients buy your promotion•

What % of promotional customers buy something more•

What % of all customers leave positive reviews

Acknowledge the need for each step, but avoid the vanity metrics
https://metranomic.com/marketing-funnels/the-ultimate-marketing-funnel-resource-build-your-funnel-right-first-time9

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Customer Segmentation
What is the difference?
Customer
Segmentation

Customer
Persona

Current customers / New Customers?

Domestic / International?
What are they like? (Persona)11

Key Channel/Platform Considerations✓ The vast majority of people lookfor new information (a hotel) on
google (google search)

What does this mean foryour digital marketingstrategy?

✓ International customers havevery different much different use ofsocial media and messenger
services

How to best createtransaction/conversation✓ Social media can work forconversions, but is better atawareness, consideration (ecommerce is different)

Integration / omnichannel✓ Integrated digital marketing works
bestUse appropriate
platforms

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Optimize Google Business Profiles &Google Sites For Tourism MSMEs

Agenda_I. Overview of the Google Ecosystem for Small Businesses_II. Google Sites: A Simple Website Solution_III. Optimizing Google Business Profiles Listing

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The Google Ecosystem

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Grow with Google: Impact on ASEAN MSMEs (2015 – 2022)

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Source: Google.org. Empowering ASEAN's MSMEs with Digital Skills Together.

Google x The Asia Foundation: Go Digital ASEAN Initiative

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Source: Google.org. Empowering ASEAN's MSMEs with Digital Skills Together.

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A Simple Website Solution

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Who Should Use Google Sites

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Source: Locallogy

Google Sites for A Simple Landing Page

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Create Google Sites: Customize Domain

21Create Google Sites

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Google Sites: Pros & Cons

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Pros

ConsEasy to use, fast & convenient

Limited design features &customization

Integration with Google Workspace(Google Drive, Google Docs, GoogleSheets)

Limited functionality

Mobile-friendly

Limited storage

Cost-effective (free to start)

Limited SEO options

Easy to share and collaborate

Limited support

Tips to Optimize Google Sites•

Create memorable custom domain
names

•

Create quality content•

Build CTA buttons•

Streamline navigation•Focus on keywords: in headings, titles,content•

Use categories and tags appropriatelyin blog posts and pages

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Not
covered indetail butimportant26

Facebook’s focus
on community
has implication foryour strategy27

Facebook’s objectives vs your objectives

Try to find this28
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Facebookchanges all
the time tomake“improvement”

Be mindful and careful with any articles, online courses, etc. that are older than 1 year. They can be out of date.

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Over
90% ofusers
use
theirmobilec

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The Facebook algorithm, and it is constantly changing

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Your green / sustainability activities,certifications, HERE!

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Schedule and plan….

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To start, you need to create a personal profile and account. Then you can 39
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set up a page, Facebook Ads Account and or Meta Business
Both are needed!
Ads
One hack:

PC/laptop: Use
two browsers
at the sametimeContent

Using a mobilephone? Get theapp

You page also has a DASHBOARD with a good overview….

40Facebook Ads Manager(for your page)- Ads insights, etc.

Similar but different

Meta Business Suite(particularly for managing all yourassets, Instagram, Facebook,WhatsApp)- ads, insights, etc.

Originally main to enable management of both Facebook andInstagram, many features are now in the Meta Business Suite

Using a mobilephone? Get theapp4242

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https://www.facebook.com/business/tools/adsmanager/get-started
https://www.youtube.com/watch?v=ZZJdSrL4hQQ

Only or via Meta
Business Suite

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✓ What are your objectives? (includingSales Funnel)✓ Content including photos/video ready?
Hook?

✓ Integration into overall marketing,online and offline marketing campaign✓ In case of Click-Through? Destination
for click ready? CTA? Landing Page?

✓ Target audience, key words,
demographics,✓ Metapixel✓ Ad goals, budget, targets

https://www.facebook.com/business/smallbusiness/advertise

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46Current customers / New Customers?

Domestic / International?

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To pay or not to pay (advertise) on
Facebook – not always clear, a lotof people now focus on organicgrowth

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So how much should
we spend?
Think of your marketing budget as aninvestment, and continuously
strive for better ROI• Start with gaining experience.
Set benchmarks and ask around.
• Adding Owned and Earned media will help you save on
advertising budget.
• Run experiments and optimize for better conversion rates.

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50Consider planning and setting up a campaign rather than
individual ads

Start Small, Measure, and Optimize at Each Funnel StageTop ofFunnel••

Cost per 1,000 impressions (CPM)
Frequency of impressions

Middle ofFunnel•

Cost per click

Bottom ofFunnel•

Cost per conversion

Campaign(or overalleffort)•Total cost per conversion

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Running the ads (automated, boost post via ad manager)
Pick a gool

Minimum 4-7days

Evaluate results

https://www.facebook.com/business/
ads/measurement

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So lets says

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1New business, location specific
Awareness and sales

Facebook, google my business, Messenger App
Local influencers
Personal email

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Existing business, services
Consideration, Transaction

Facebook, Landing Page or Website, Post with Action
Messenger App, Bots
Influencers
Email marketing

Should you spend money on advertisement in Facebook??

Finally Tips and hacks
1. Optimize your Facebook profile
2. Cross-promote your Facebook Profile –Social Media Bio58

9. Use Google to search Facebook (Site:
facebook.com [words]
10. Customize your Page Action Button(CTA Button)

3. Invite people who liked your posts tolike your page

11. Claim your Page’s vanity URL

4. Edit written content of a promoted post

12. Create a community for like-minded
customers (Group)

5. Use your friends, customers andemployes to repost content

13. Go Live

6. Connect online and offline

14. Schedule your posts (and check out
when you should post)

7. Pin your most relevant content
8. Cross-Post from IG to FB, then edit FB.

15. Earn the very responsive badge
https://blog.hootsuite.com/facebooktricks/

Facebook.com/gpa

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https://www.facebook.com/business/small-business

https://www.facebook.com/businessOptimize Google Business Profiles

The Power of Local Search Engine Optimization• Local SEO involves optimizing abusiness’s online presence to attract
customers from relevant localsearches.
• Local SEO ensures that businesses
are visible to those who matter themost: local consumers.
• Leveraging local SEO techniquehelps businesses increase visibility toattract relevant local traffic andconverting into customers.

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Key components of local SEO:
• Local Keyword Research• Optimizing Google Business Profile Listing• The Power of Online Reviews• Local Citations and Backlinks• Optimizing for MobileSource: Provaro MarketingLocal Pack, Local Finder and Local Organic Search

62Local Search Ranking Factor Groups

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Source: whitespark.ca

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Source: whitespark.ca

Local Search: Powered by Google Business Profiles

With a verified Google
Business Profile, you can:• Connect with customers
through phone calls andmessaging• Receive and respond toreviews• Feature products, photos,or menu items
google.com/business

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Create a Google Business Profile

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Managing Your Google Business Profile (GBP)

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Google Business Profile Ranking Factors

68Elements to Optimize GBP Listing•Ensure information is accurate andup to date•

Select the relevant category•

Fill in the description•

Add photos•

Add website URL•

Add business hours•

Collect reviews•

Add posts to share businessupdates69

Why We Need Reviews•

Social proof drives purchases•

Enhance visibility•

Enhance reliablity•

Expand conversation•

Critical for decision-making

88% of consumers trust online reviews as much as
personal recommendations
70Source: Entrepreneur

How To Generate Reviews•

Simply asking customers: fast & easy•

Include a review link in email signature•

Include a review link/ QR code on website•

Include a review QR on invoices

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Make it easy for guests
to leave reviews

Handle Fake Reviews

Respond or Not Respond?
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Handle Multiple Locations••

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Multiple locations under 1 Google Business Profilebusiness.google.com/locations

Tips to Optimize GBP•

Keep information updated: ensure your business details, including name, address,
business hours and phone number, are accurate.

•Make posting to GBP part of your social media strategy: an active profile ranks higherin local search results•

Set up messaging: allowing customers to send messages directly to inbox/ phones•

Optimize for local SEO: use relevant keywords and location-specific terms in profile’s
description, posts, and product or service listings•

Examine competitors’ GBPs: analyze what they are doing well and identify areas forimprovement.
•Review management: respond to negative, neutral, and positive reviews professionallyand promptly.

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CASE STUDYExamples75CASE STUDYExamples76

Take Advantage of Google Ads•

Pay-per-click (PPC) ads to generate traffic, particularly traffic that converts intocustomers, by jumping to the top of search results•

Google Ads Ecosystem includes Google Search, Google Shopping, Google
Display Network & Youtube/Video Advertising (and more)•Precise targeting, allowing target searches based on specific age groups,
interests, or geographic areas, which can help small businesses get in front ofpotential customers nearby•

Easy tracking and measurement of the return on ad spend (CPC, CTR,conversion rate, etc.)

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Businesses average a $2 revenue for every $1 spent on
Google Ads (Google Economic Report)

Create Local Ads

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Google Ads vs SEO

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Source: SemrushConsiderations For Running Google Ads•

Set up ads from GBPs•

Local keywords: service and the location•

Main ad goals: more calls? more visits? more website sales/sign-ups?

•Locate customers: any specific areas?

•Start with small budget and target (estimated reach, number of clicks etc.)•

Traffic comes first, then the customers•

In the long run, consider multichannel strategy to run ads at points throughout
the customer’s journey, like Shopping, Display, etc.

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THANK YOU!