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- Hi there, Michael Freidman. In today’s lesson on marketing, we’re specifically going to talk about content and the creation of content. Think about content marketing this angle: great content marketing has three key features. Value, Relevancy, and consistency, and when you put all three of those into your content marketing, it’s really truly amazing the results you’ll see. So, think about that as you’re creating your blogs, your newsletters, your email campaigns. So now I’m going to share with you the ten steps that if you put into play I promise you as a student of [ Ссылка ] , you’re going to have some amazing results as well. Here are the steps.
Tip one, who is our target audience? Sometimes we feel like we have to have this broad-brush stroke of where you want to target everyone in the marketplace. That’s not true. It’s really important, is your target market honeymooners, single people, couples, families, really be thinking about your properties and who is the target market for your vacation rental properties.
Step two. What are they looking for? Being thinking about your target audience as you’re thinking about what are they looking for. If it’s families, or do they want to be close to the beach? Are there specific amenities in the community that they’re looking for? Put yourself in the shoes of that family whose maybe not gone on vacation for a year because both parents work.
Tip three. Use past guest feedback. There’s no better resource than past guest reviews. Listen to what your past guests are saying and use that in your content marketing to attract other guests or to attract owners. When someone comes to you with a testimonial, a review that’s really positive, use that in your future marketing. So, that’s tip 3. Use past guest reviews and past feedback for your future guests and future owners.
Tip four local knowledge. Use your deep local knowledge in the marketplace to share content and ideas with your potential guests and owners. More importantly, share events, activities, things that are going on in the local marketplace and use that and put that into your content marketing. So again, tip four very simple. Use your local knowledge to what’s going on in the marketplace and share that then with your guests and owners.
Tip five, skip the hard sell. We’ve talked about this is past lessons as it relates to consultive selling, I really don’t have to say much more on this. Keep this about the guest, don’t hard sell them. Use your authority and trustworthiness to convey a great message to them.
Tip six, narrow your focus. Narrow your focus, folks. Do not try to be jack of all trades master of none to everyone. The reality of it is as it relates to content today, be very very very specific. What I mean by that is, instead of saying “hey, what are the great things to do in Park City” try something like this “here are five insider tips to beat the ski lines in Park City.” Something very specific. Nothing broad, be very specific in your content and it will drive your guests to a specific direction and a specific outcome.
Tip seven, create a simple newsletter template. I know that sounds like, oh wow now I have to create a newsletter template and I ‘ve got to get that and send that out. It’s really not that difficult. Provide value, excellent content, information about local happenings, and again be relevant with a narrow and specific focus in the newsletter.
Tip eight, keep your social focus. I know in past lessons we’ve talked about the value of social media marketing, and it’s really important as it relates to content. Take one or two social mediums say, Facebook to start, LinkedIn, Twitter, Instagram, Snapchat, but just take one of two to start with and start becoming really relevant in those specific mediums and I promise you you’ll have great results. Today’s lesson is for tip number eight, more importantly make sure you’re relevant and focused in those digital media concepts.
Tip nine is create an editorial calendar. Creating an editorial calendar so you have a calendar of when everything is going out, when your e-drips are happening, when your posts are happening, there’s great tools that you can use and we’ll recommend some of these at the end of the lesson in a document that we’ll share with you. So tip nine, editorial calendar.
And tip ten, ask for help. Ask for help in your local marketplace from ghost writers, social media bloggers, people that are really really good at writing and creating content. We also have that opportunity here at Vacation Rental University. So at the end of the lesson as you’ll see, there will be documents that we’ll share with you that will give you guidance and ideas and suggestions on content marketing but we also are a great resource for you.
