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Webinar Wrap-Up: How to Convert Website Visitors Into Guests


Author: Darlene Rondeau

When I was collecting some background research for our webinar last week, there was one statistic in particular that stood out to me:

For every $100 spent on driving traffic to websites, companies spend only $1 converting that traffic into business.

I love this statistic because it shows we’re spending money disproportionally on the wrong thing. We spend a lot of time and energy figuring out how to drive traffic to our websites – how to get travel shoppers to find out we exist – but do we spend an equal amount of time converting them to book?

That was the focal point of our webinar with Digital Marketing Expert and founder of Digital Amenities, Daniel Zelling, and General Manager of the Hampton Inn & Suites Boulder North, Matthew Barton.

It was interesting to see the engagement from the audience during the live event – and in particular, the really insightful questions they asked such as:

• How can I tell a story that convinces travel shoppers to book?
• What’s the right ratio of text to images on my website?
• Why have a vanity site if you have presence on brand.com?
• How much time should I spend on social media?

If you couldn’t attend and want to catch up on some of the important points made, check out the recording from the presentation or view the slides here.

If you’re wondering about the importance of telling a story that converts travel shoppers, I’ll leave you with one interesting point Daniel Zelling made:

We create as much information in two days now as we did from the beginning of time until 2003 (that comes from Eric Schmidt, the executive chairman of Google).

Think about that as you plan your marketing budgets for the remainder of the year and into next year: what are you spending money on? What should your focus be? Compelling content is an obvious solution.

Thanks for another great event! And if you’d like to catch up on what you missed, you can get started here.


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