FORTE CULTURA E-Marketing-Guide

Guideline for effective e-marketing for fortified heritage 3 Contents 1 Introduction ...........................................................................................................................4 2 What is Online Marketing?....................................................................................................5 2.1 Basics.....................................................................................................................................5 2.2 Online Marketing Step by Step.............................................................................................6 Step 1: Analysis.....................................................................................................................6 Step 2: Content Creation.......................................................................................................6 Step 3: Your target group .....................................................................................................8 Step 4: Goal definition...........................................................................................................8 Step 5: Take action................................................................................................................9 Step 6: Measurement of Performance...............................................................................10 3 Your own website................................................................................................................11 3.1 The Landing Page................................................................................................................12 4 Email Marketing...................................................................................................................14 4.1 Types of e-mail ....................................................................................................................14 4.2 Key Performance Indicators ................................................................................................16 5 Search Engine Marketing ....................................................................................................18 5.1 Search Engine Optimization (SEO) .....................................................................................19 5.2 Search Engine Advertising (SEA) ........................................................................................21 6 Social media marketing (SMM)...........................................................................................23 7 Affiliate Marketing ...............................................................................................................25 8 Summary..............................................................................................................................27 8.1 About FORTE CULTURA® ..................................................................................................27 8.2 About the European Fortress Tourism and Fortress Marketing Network .........................27