1. AOHT Hospitality Marketing
Unit 4, Lesson 12
Internet Marketing Basics
Copyright © NAF. All rights reserved.

2. Nowadays, almost every business has its own website
A website is vital for hospitality businesses today.
Websites can have a simple design and be low cost, or they can be very elaborate and expensive to build. It depends on the features you want.
If you were checking out a new restaurant, what kinds of information or features would you like to see on the restaurant’s website?

3. First, you need a web address
This is called a domain name. You can buy a specific domain name.
It’s important to get a relevant and memorable domain name for your business website.
What are the components of a domain name?

4. The first page people see is the home page
The home page introduces the site and entices visitors to explore.

5. A home page usually has a title, some graphics, and links or buttons to help you navigate the website
Can you name any other common features of a website?

6. Your website should connect to your other marketing channels
All your marketing channels need to fit together, like pieces of a puzzle.
Your marketing materials need to have a coordinated style and appearance.
You can use your website to share your other marketing materials.
How can your website incorporate your print materials? Your broadcast media materials? Your public relations materials?

7. Some business websites include e-commerce
E-commerce refers to buying or selling things on the Internet. E-commerce is a great tool, but it has to be carefully set up so the website is secure.
Do you or your family shop online? What companies do you buy from?

8. You can hire an expert in search engine marketing
Search engine marketing (SEM) helps your site appear higher in the results on a search engine.
If you are listed higher in the search results, you can get more traffic to your website.
What search engines do you use?

9. Search engine optimization is a key part of SEM
Search engine optimization (SEO) is a particular set of methods for improving to your website ranking with search engines.

10. A website is just one part of Internet marketing
Banner ads/targeted advertising
Sponsored content
marketing

11. You can advertise on other websites
You can put banner ads on other websites.
It’s best to choose websites based on your target market.
What types of websites do you think your attraction’s target market would use?

12. Pay-per-click advertising can be cost-effective
With pay-per-click advertising, you only pay when somebody clicks on your ad.
You can do pay-per-click with search engines or on affiliate websites.

13. You can participate in other websites
Joining website forces helps the local business community.
If you’ve already built your own website, why would you participate in another website?

14. You can also use email marketing
You can send s directly to customers, just like using direct mail marketing.
You can also use newsletters to promote your business.
In both cases, you need to get potential customers’ addresses first.
What are the ways a website collects addresses?

15. Web analytics track how successful your marketing is
Web analytics track how many people visit your website and can help track how successful your marketing is.

16. There are other ways to use the Internet for marketing
Using Instagram, YouTube, Twitter, and other social media is an important trend for marketing.
You will learn more about these types of tools in the next lesson.