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Digital Marketing Strategy: How the La Costa Resort Increased Revenue from Social Media by 65%

Do you know exactly which pieces of content are producing the most revenue for you?

If you did, you do think that would help you to better understand the needs and wants of your audience?

Of course it would. As a matter of fact, getting that kind of insight would be hugely valuable because it would allow you to create even more of the types of content that are driving the most revenue in your business.

How to Tie Revenue Back to Content

Using Analytics tracking links and custom campaigns is incredibly valuable when it comes to giving you insight into which pieces of content are producing the most revenue and new subscribers. To see a specific example of how to do this, have a look at this post.

When you listen to this fascinating and informative interview, you are going to hear Katy and I talk about:

  • (03:54) How La Costa Increased revenue by 65% via Social Media
  • (7:00) How Katy uses Google Analytics to track revenue and tie it directly to content
  • (14:20) How Katy is split testing Facebook ads
  • (21:20) How Katy’s team increased revenue from email marketing by 54%
  • (24:00) How Katy segments her mailing list
  • (25:00) How Katy is managing her editorial calendar
  • (28:00) How Katy is using re-targeting to increase revenue
  • (32:00) How Katy is using Twitter chats to increase engagement

Links

Additional Resources Mentioned

Below is a screenshot of La Costa Resorts custom campaign tracking.

GA_Campaign_RevTracking

Below is a screenshot of Katy’s  editorial calendar for email.

email_calendar

Below is the screenshot of how we use Google calendar to manage our editorial calendar. Green items are done. Red items are “to do” and yellow (not shown in this screenshot) signify “in progress”. Oh..and blue signifies Liz and I’s wedding :)

GoogleEdCalendar

More About This Episode

The Bright Ideas podcast is the podcast for business owners and marketers who want to discover how to use online marketing and sales automation tactics to massively grow their business.

It’s designed to help marketing agencies and small business owners discover which online marketing strategies are working most effectively today – all from the mouths of expert entrepreneurs who are already making it big.

Listen Now

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Connect with Trent Dyrsmid:

About Katy Harrison

katyharrison_headshot

Katy Harrison is the Online Marketing Manager at La Costa Resort and Spa in Carlsbad, CA. She manages the luxury resort’s website, email campaign, social media and online presence. Originally from South Shore, MA, Katy moved to San Diego for the year-round beach weather in 2007. Prior to her role at La Costa Resort, Katy honed her PR and social media skills working at a reputable downtown San Diego PR and advertising agency with clients including The San Diego Museum of Art, Del Mar Racetrack, NTN Buzztime and BillMyParents.

Follow Katy on Twitter: @OmniLaCosta

How to Self Publish, Maximize Sales, and Dramatically Boost Your Social Media Following with Guy Kawasaki

Have you ever thought of writing a book? Doing so can lead to valuable brand awareness and speaking engagements.

Would you like to hear first hand from the author of 12 books, the exact step-by-step process you need to follow to get it right?

Would you like to learn the top guerrilla marketing tactics you should be using to maximize sales for your book?

In this episode of the Bright Ideas podcast, I’m joined by Guy Kawasaki, the author of 12 books, a technology evangelist, and well known social media personality with over 4,000,000 followers.

During Guy and I’s discussion, you are going to hear us talk about:

  • his book APE and why he wrote it
  • the challenges that non-fiction writers face when it comes to self publishing
  • the top guerrilla marketing strategies that you must use to maximize sales for your book
  • how to use curation to dramatically boost your social media following
  • how curation and SEO fit together
  • how to use Twitter to become known to experts in your niche
  • why Google+ might be a better platform for you than Facebook
  • and so much more…

Check out Guy and I’s interview now. You’ll be glad you did!

More About This Episode

The Bright Ideas podcast is the podcast for business owners and marketers who want to discover how to use online marketing and sales automation tactics to massively grow their business.

It’s designed to help marketing agencies and small business owners discover which online marketing strategies are working most effectively today – all from the mouths of expert entrepreneurs who are already making it big.

Watch Now

Leave some feedback:

Connect with Trent Dyrsmid:

About Guy Kawasaki

GuyKawasakiGuy Kawasaki is the co-founder of Alltop.com, an “online magazine rack” of popular topics on the web, and a founding partner at Garage Technology Ventures. Previously, he was the chief evangelist of Apple. Kawasaki is the author of ten books including Enchantment, Reality Check, The Art of the Start, Rules for Revolutionaries, How to Drive Your Competition Crazy, Selling the Dream and The Macintosh Way. Kawasaki has a BA from Stanford University and an MBA from UCLA as well as an honorary doctorate from Babson College.

Links Mentioned

10benefits

10 Benefits of Google Plus Communities for Marketers

Google Plus Communities is a recent addition to the social network, it is in some ways similar to Facebook and LinkedIn groups. However, it is different in the way it has been laid out and is definitely easier to navigate.

Brands on Google+ can create communities, this is unlike Facebook where groups can only be created using the personal profile of  the admin, which can severely limit the branded presence in groups. “Administrators have to use personal Facebook profiles when posting to the Group; they cannot comment or post as the brand itself.” 

But more importantly, communities has value for marketers. Below is a list of benefits of Google+ Communities.

Ten Benefits of Google+ Communities for Marketers

1. Creating a community allows brands to identify consumers who have a specific shared interest.

Google Plus Branded Community

2. Identifying popular topics and using it for SEO.  Brands can create content around  topics important to community, which could improve SEO.

Community members can post to a specific topic. If a topic has more posts it could be inferred that topic is more popular.

Topics posted in Google Plus Communities

Note: Google+ does not show the number of entries for each topic, so at this moment it seems this may require more manual sifting. However, I cannot imagine there won’t be some analytics tool that would be able to help with that going forward, or Google may itself roll out this feature.

3.  Gaining more followers.  Communities don’t require a user to also follow the brand’s Google+ page,  however by joining a community a user maybe more likely to also follow the brand’s Google+ page.

The more the Google+ followers a page has the more likely the brand will be able to capitalize on SEO. This is because when a brand publishes the content on its page the more followers it reaches the greater the chances of the content being shared and  discovered by other consumers. Read more

4.  Making the brand more social.  Communities allow an easy and accessible platform for like-minded consumers to connect with each other.

For the Gen Y consumers, community and relationships are of great importance. A brand that facilitates that kinship is more likely to develop loyal customers in the long term.

5.  Allowing consumers a chance to be highlighted.  Communities offer the ability for consumers to share content with other members.

Posts by community members can be selectively shared on the brand’s page, making the connection between the brand and the consumer more intimate.

Cadbury UK Google Plus

6.  Gathering resource.  Content shared by both the brand and the community members make the community a go to place for expert information.

It helps cement the brand’s position as an expert in the category. It makes the brand more reliable and trustworthy.

7.  Discovering new content.  Brands can find unique content that community members publish.

Communities offer crowd-sourced ideas that brands can leverage.

8.  Using communities to get feedback on new product ideas.

Unlike a page where fresh content replaces older content fairly quickly, communities allow for topics that consumers can visit anytime and interact with the respective posts. (Hat tip to +Jerry Daykin)

9.  Identifying the most active community members.  These consumers who post regularly and respond to other community members are brand advocates and potential influencers.

10.  Seeing new or changing trends within the community.  As members gravitate to a specific topic or a new one, brands can have a better understanding and insight.

Share your experiences

These are some of my first impressions on the benefits of Google Plus Communities for marketers.  What do you think?  Where are the opportunities for brands with Google Plus Communities?

 

The original article “TEN BENEFITS OF GOOGLE PLUS COMMUNITIES FOR MARKETERS”  by Krithika Rosenthal was published on Krithika Rosenthal’s Blog

Original Article