Tourism Online Marketing e-Kit

How to maximise online marketing opportunities

This e-Kit has been developed by Tourism NSW, in partnership with the Australian Tourism Data Warehouse (ATDW) and all the Australian State and Territory Tourism Offices.

The e-Kit tutorials are intended to provide tourism operators access to a range of information about how to maximise online marketing opportunities.

Tourism NSW Get Connected members experience the benefits of having their business listing appear on a range of websites including www.visitnsw.com and www.sydney.com.

The tutorials cover a range of topics starting with an initial assessment of your current online marketing status to more complex issues such as online booking systems.

Each tutorial includes a helpful header with information about how much time the tutorial will take to complete.

Benefits of the e-Kit include:

Smarter e-marketing knowledge through step-by-step lessons
Insight into what online marketing strategies will suit your business
Hundreds of references to resources

We encourage you to take advantage of the online tutorials and download one tutorial at a time.

Tutorial	Click to download (PDF files)
The basics What can I benefit from the internet and how do I use it to my advantage.
Internet: Planning my success Find out how travellers book online and what to do to be successful online	327kb
Initial Assessment of my website A short questionnaire that shows you the health of your website	182kb
Web Strategy; assessment and components This fact sheet will help you assess your e-readiness level	405kb
Web strategy; cost and timings How much does it cost to have a successful online strategy	122kb
Finding a good web professional There are many out there but who are the good ones	192kb
Planning for a new website Essential steps when planning a new website or re-designing	131kb
Email best practices What is the email etiquette	190kb

Website Creating a website that consumers will want to stay at can be difficult. Find out some simple steps to making a great website.
Registering a domain name 101 Where to go and comparisons	87kb
Domain name: advanced Re-directing pages and more	64kb
Organising hosting for my site Who will mind your website in cyberspace	109kb
The Internet, web 2.0 and the tourism industry Learn what Web 2.0 means and the key considerations for your website	202kb
Target market 101 Put yourself in a traveller's shoes	289kb
Website 101: visual design and content Essentials for a great looking website	157kb
Videos for your website Create an effective short video for your website	226kb
Website 101: usability and technology Essentials for an easy to use website	115kb
What is a content management system (CMS)? The fundamentals of a good CMS and how it saves you time	75kb
Images 101 Basics of creating and using images	284kb
Images: going online Includes and legalities and tips around using images online	282kb
Security and backups Don't lose your online materials	160kb

Search engine optimisation It's no good having a great website that no one can find. Discover the keys to being found on search engines.
Search engines 101 How search engines work	85kb
Critical components of optimising a website Successfully optimise your website	262kb
Keywords How key are keywords and how to use them for your website	175kb
Understanding inbound links to my site Types of inbound links and what influences their value	98kb
Sourcing inbound links Looking for links to your website and how to find them	187kb

E-marketing This module includes paying for advertising on websites, sending email offers and using the ATDW to market yourself through multiple distributors.
Bringing people to my site with e-marketing Once your site is optimised it's time to bring people to your site	82kb
Converting a prospect in to a guest Convert a visitor to your website in to a guest	115kb
Email marketing The steps and protocols around email marketing	99kb
Pay per click 101 Search engine marketing and how is it cost-effective	115kb
Setting up a PPC campaign with Google AdWords Gives you knowledge required to set up a PPC campaign	201kb
Social media for tourism What networks should you join and why	249kb
Customer reviews and TripAdvisor The critical steps understanding reviews	225kb
Blogging How to embrace blogging for your business	238kb
Australian Tourism Data Warehouse Taking advantage of the government's online marketing tool	120kb
Tourism Exchange Australia Selling your inventory online through TXA	167kb
Google Tools Reviews different Google tools and how to use them	232kb

Online Booking This module covers the basics of what online bookings are, as well as how to sell your product online.
Online booking systems 101 What are they?	154kb
Online booking systems: advanced Using booking systems and which ones to use	292kb

Analysis and statistics Gain valuable insight into who is visiting your website and when.
Tracking and reporting Finding out what traffic you are getting to your website	99kb
Google Analytics Gaining perspective through Google statistics tool	131kb

Online Distribution Find out what online distributions are and the many channels that are available to you
Online Distribution 101 Gaining perspective through Google statistics tool	125kb
Online Distribution Advanced Compare online distribution channels and work out what is best for your business	69kb
Glossary Explanation of the terminology and acronyms used throughout the tutorials.
Glossary Terminology and acronyms	95kb

Documents are provided as PDF files and can be viewed with Adobe Acrobat Reader – download the Reader