High Performance Destination Website Marketing

The Porsche Carerra 2 is a complex, fine-tuned machine designed to get you from point A to point B in the shortest time possible. On its dashboard, you’ll find just about everything the driver needs to know from the time you turn the ignition to the moment you reach your destination. 

Beyond the expected speedometer, tachometer, fuel gauge & warning light, washer fluid level gauge and clock, there are gauges for oil level, temperature and pressure. There are also a number of warning lights ready to alert you should a problem arise in any number of critical systems:

• anti-lock braking system
• longitudinal and transverse interlock
• brake pad wear
• brake fluid pressure
• alternator
• rear spoiler
• engine fan belt
• airbags

There’s even an onboard computer that monitors the progress of the trip and how well both driver and car are performing in comparison to set goals.

Like the Porsche, a destination website should be a fine-tuned machine that helps move visitors from the initial click and visit through the travel planning process, onto commitment, and with any luck, all the way to brand advocacy.

It’s the center of any strategically sound destination marketing campaign - the repository of your most valuable content. Any page on your site could be the next stop from one of your url-embedded Tweets, Facebook posts, TripAdvisor comments, news releases, email blasts, banner ads, ppc ads, mobile apps, YouTube videos, whatever you are doing online (and offline) to drive traffic to your site.

Next Stop: The Website Marketing Dashboard

Also like the Porsche, your website should have a dashboard where you can monitor which of these efforts are performing up to expectations, and which need attention or reevaluation.

In this issue of The Wanderlust Report we’ll cover the components of a Website Management Dashboard and how a tool like this can vastly improve your ability to monitor and improve your destination marketing ROI.