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VRMA 2017 - Getting Direct Bookings through Actionable Social Media Tactics
This document discusses strategies for generating more direct bookings through social media tactics. It recommends focusing on actionable tactics like capturing and nurturing leads on social platforms like Instagram, LinkedIn, and Facebook. Specific tactics mentioned include sharing a lead magnet in bios, mixing up post types but referencing the lead magnet link, using location tools, preparing batches of posts, and showing the lead magnet to targeted audiences. It also discusses setting up automated email sequences to deliver the lead magnet and introduce leads to your property over time to build your email list.
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VRMA 2017 - Getting Direct Bookings through Actionable Social Media Tactics
- 1. Generate More DirectBookings by focusing on Actionable Social Media Tactics
- 2. ANTITRUST STATEMENT It isthe policy of the Vacation Rental Managers Association (VRMA), and it is the responsibility of every VRMA member, to comply in all respects with antitrust laws. VRMA—and, in particular, VRMA meetings and other functions—shall not be used as a means of pursuing anti-competitive practices, including: a) Setting prices or other customer charges; b) Ensuring parallel contract terms and conditions; c) Agreeing not to compete, including allocation of territories or markets; and d) Refusing to do business with any supplier, vendor, or customer.
- 3. Why it matters. Simple,yet powerful building block. Direct bookings vs. 3rd Party Channels. Actionable Session 24 Choose your battles.
- 4. 23 Thank you PropertyManagers for having supported my dreams for the last 20 years
- 5. 23 VRMA Barcelona 2016:Remarketing
- 6. Grabyourphone,seeremarketinginaction! , O Go to yournews feed Spot a few remarketing ads Hint: « Sponsored » Click on arrow on top right, p « Why am I seeing this? » O One of the reasons you're seeing this ad is because … < <
- 7. Dedicated Homes &Apartments Team 2,000,000 VR choices 226 Countries & Territories 1,100,000 room nights / day 24
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- 9. Attract Nurture DelightClose 4 @ o Y 1 2 3 4 Not ready to book, capture. Automate getting to know you Build up your list Share relevant info Get ready to book 13 Why VR leads matter
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- 11. Use existing channels, existing lists, existingtraffic 23 Start creating today 1 simple building block 1 Funnel Multiple social media sources Cheap Tools Automation & Tracking Recycle
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- 13. • 1 PDFfile • 2/3 pages max • Easy to consume • Will have been read by the time your automated emails follow up 1/3:YourLeadMagnet
- 14. • Use pre-made,mobile-friendly templates • Leadpages is great • Create 1 page, clone it for your different campaigns (e.g. Instagram) 2/3:YourLandingPage(Cloned–LeadSource)
- 15. • Use simplesolutions like MailChimp • All leads will join this list (and be tagged according to source) • Create an automated series of emails to deliver your lead magnet and to introduce you personally to the lead • Emails should be of great value, get leads used to open and click your messages. • List can then be used as a “newsletter” emailing list 3/3:YourEmailList+AutomatedEmails
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- 19. • Network: Share4Share •Automation? Later, Hootsuite • Returning guests? Use location tools (IG, GroundSignal) • Tools: Canva, Wordswag • Prepare batches Instagramtactics
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- 24. Show lead magnetto people You want to nurture before Making an offer for Facebook Leads 24 A direct booking.
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- 26. 1. Pick YourAudience 24
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- 31. PeopleWhoHave VisitedYour Website ff f < < FromSEO, Adwords, Links, PR efforts, etc.
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- 34. 2. Pick YourObjective 24
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- 36. Landing Pages Special Offers?Download a Free Guide? Product or Content If been to blog, push content CTA Sign up, Download, etc. , O ClickstoWebsite < <
- 37. Capture Get FB profiledata (name, email, etc.) CTA can be “Download” Directly on FB Create your form within FB Grow your list in a few clicks Little Traffic Bring a little traffic to your site, can retarget , O LeadGeneration < <
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- 39. Use existing channels, existing lists, existingtraffic 23 Start creating today 1 simple building block 1 Funnel Multiple social media sources Cheap Tools Automation & Tracking Recycle
- 40. Your competitive advantage,your battles • Choose your battles • Use your local knowledge, your existing lists and traffic, your existing channels • Track, improve, diversify • Get help: Upwork for freelancers, Web Marketing agencies • For global, multi-lingual leads: Leave it to 3rd Party Channels like Booking.com?
- 41. Get in touch •VRMA Booth • Booking.com EMEA team • [email protected] • Become a partner today: http://join.booking.com
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Editor's Notes
- #4 Session Room: Who is a pmc or owner? A tech partner? A consukrant A competitor? Do you currently use social media to gow you list?
- #5 Story: View = My vacation rental in St Barts. Could not afford, advice of PMC to get For last 20 years: Local PMCs help like WIMCO and Sibarth Sold online business, focused on bulding new properties. Started consulting. Busy life, ever more complicated. How to compete with OTAs? Focus on what you have, choose your battles. Make it easy.
- #6 Presented this: Simple focus, retargeting existing traffic Here by TripAdvor on their sign up page Make it easy
- #7 Stick until the end, give you link to my Facebook remarketing presentation
- #8 Make it easy for property managers and owners Already big, but improving: Dedicated team at the HQ and across the world. People you know, dedicated professionnal working channels manegs, PMS. Advice. Can brinf guest thaty coulf not have, have customer service centers around the world.
- #10 Sometimes, too early to get people to book straight away. Need to capture and nurture the leads. Need to build a list of leads, in a simple, automated way. Warm them up until ready to book with you.
- #12 Make it simple . Tracked. Grow from there. Choose your battles
- #25 Session Room: Who is a pmc or owner? A tech partner? A consukrant A competitor? Do you currently use social media to gow you list?
- #27 Session Room: Who is a pmc or owner? A tech partner? A consukrant A competitor? Do you currently use social media to gow you list?
- #35 Session Room: Who is a pmc or owner? A tech partner? A consukrant A competitor? Do you currently use social media to gow you list?
- #40 Make it simple . Tracked. Grow from there. Choose your battles
- #41 We recognise that we are just one of many marketing and distribution channels that accommodation providers use at part of their strategy to optimise their revenue and fill the maximum number of beds at their property, including other online booking platforms, as well as their own direct distribution channels, such as their own website, walk-ins, relationships with traditional travel agents, etc. As a digital marketing channel for accommodation providers, our goal is to be our partners’ preferred choice, as the most cost-effective and efficient one available, but we encourage them to test and experiment to see what's right for them. At Booking.com, we expose our accommodation partners’ brands to a global customer base and in doing so, we create robust content, descriptions, and visuals, in addition to displaying real reviews from recent travellers, which all drives interest and ultimately bookings for their properties. For example, we can bring travellers from China or Brazil or Australia to a small bed & breakfast in the country-side of Greece that could not otherwise afford to market their brand to (domestic and international) consumers. Without websites like Booking.com, properties of all shapes and sizes would have a very hard time marketing to a global customer base without doing things like launching branded TV commercials in countries all over the world, our commission rates are amongst the lowest in the market, by the way, and are only paid once a guest has booked, checked out and paid for their stay.
- #43 Make it easy for property managers and owners Already big, but improving: Dedicated team at the HQ and across the world. People you know, dedicated professionnal working channels manegs, PMS. Advice. Can brinf guest thaty coulf not have, have customer service centers around the world.