This is an introductory course and is suitable for both those with limited experience and for those with some experience who need to enhance their skills and understanding.

Course overview

1. Understanding the internet and your market

The starting point for the day is getting to grips with the medium, understanding it's potential and it's limitations. We take the mystery out of the internet and show you how it works as a business tool.

We also spend time focusing on ways to understand your market and how they use the internet, what their online needs and preferences are.

2. The basics of search engine optimisation

One of the major keys of online marketing is getting your product in front of travellers. Fundamental to this is getting yourself at the top of the search engine.

We explore the basics of search engine optimisation, how it works and what you can do to improve your rankings. We dispel many of the myths and focus on practical, realistic advice and answer the following important questions.

• I know I need to move up, but where do I start?
• Should I use an agency?
• How long before I reach the top?
• Is it all about the technology?
• Someone promised I would be at number one within two weeks, is this right?
• I get lots of traffic but few turn into bookings. What can I do to improve this?
• My site is hardly listed on Google even though it has been up for a year. What do I do?
• Where do I start to improve my ranking?
• I swap links with other sites does this help?
• How do I choose keywords?

3. The basics of pay-per-click advertising

We explain the basics of buying traffic from search engines. We explain how to choose keywords, how to construct ad copy, when you should consider using an agency, how to measure your success, and how to set a budget.

4. The basics of email marketing

We teach you the fundamentals of using the most powerful business tool, Email, to increase your repeat and referral business. We explain the fundamentals of constructing emails that will appeal to your readers, how to build your mailing database and how to use every day emails to improve your bottom-line.

5. Building your eMarketing plan

This is a practical hands on session where your build your eMarketing plan consisting of the building blocks you have been given during the day. The plan will cover what SEO steps you will take, and setting up a PPC and email campaign.

Based on this plan you could take practical steps when leaving the course to improve your online marketing.

6. Measuring your progress

The most important aspect of your online marketing is measuring your progress and return on investment. The final session of the day explores the key measures you need to focus on in order to monitor the progress of your online marketing.

Who should attend?

Tourism business owners (e.g. hotels, B&Bs, tour operators, travel guides) and managers wanting to get more from their online investment
Marketing managers and professionals
Content developers
Web designers
Web developers
Product developers
Sales/Travel agents
Anyone wanting to understand more about online marketing within the travel industry

Venues

Date: 19 June 2008
Location: St Georges Hotel, Cape Town
Cost: R1050
More info: Includes refreshments and lunch
Parking available.

Date: 26 May 2008
Location: Valverde Hotel, Johannesburg
Cost: R1050
More info: Includes refreshments and lunch
Parking available.

Contact: Paul Hobden
Company name: FutureBlue
Email address paul@futureblue.co.za