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Explore Travefy CEO David Chait's speech on content as a customer acquisition strategy at the EyeforTravel Conference in Miami, Florida (June 2, 2014)
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Break through the noise!
Content strategies for customer acquisition
EyeforTravel June 2, 2014 | Miami, Florida
The easiest online & mobile group travel planner.
Search, discuss, & book. 8+ million restaurants, activities, accommodations, flights, & more
Track shared expenses. Collect money from the group.
The Startup Problem • Lots of travel noise
• Traditional channels are expensive
Digital ad spending is skyrocketing
$2.94
$3.42
$4.15
$4.77
$5.38
$5.89
$6.40
2012 2013 2014 2015 2016 2017 2018
Source: eMarketer (March 2014)
US Travel Industry Digital Ad Spending Billions
Keywords are expensive…
7.50 7.11
4.69
2.60 2.53 1.98
1.46 1.37
Group Hotel New York Hotels
Group Travel Cheap Hotels
Travel Itinerary
Trip Organizer
Travel Travel Planner
Source: Google AdWords Estimator (5/11/14)
Google suggested CPC by Keyword US Dollars
…without any guarantee of acquisition
Avg. number of travel sites visited before booking.
Source: EyeforTravel’s Social Media and Mobile in Travel Distribution Report, 2013
22
Photo credit: Francesca Russel- flickr.com/photos/francescarussell/12055743225/
The Solution
Where can we acquire customers? Where can we compete?
Travefy’s Content Strategy
• Build brand awareness & trust as travel experts.
• Create original shareable content to improve SEO and drive organic discovery.
• CREATE REAL VALUE!
Goals:
Execution
Travefy Blog
Travefy Ebook
Never do anything that can’t be SEO optimized or shared!
Where does our content go?
So what?
The Results Did we break through?
Cost per new active account (Travefy Blog) 12¢
Was it worth it?
Cost per new active account (Travefy Blog) 12¢
Cost per new active account (Google / Bing)
$2.74
Was it worth it?
Bonus Benefit – Cheaper Paid Search
Content & SEO Adjustments
Time
Avg
. CPC
Bonus Benefit – Press Placement
What’s next?
User Generated Content (Shareable Itineraries)
More original content.
Doubling down.
What did we learn?
Be strategic. Compete where you can win! 1
Test, commit, double-down. 2
Content is king! Content is a low-barrier, high-impact space to compete. 3