VRMA 2017 - Getting Direct Bookings through Actionable Social Media Tactics

Generate More Direct Bookingsby focusing on Actionable Social Media Tactics

ANTITRUST STATEMENTIt is the 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; andd) Refusing to do business with any supplier, vendor, or customer.

Why it matters.Simple, yet powerful building block.Direct bookings vs. 3rd Party Channels.

Actionable Session

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Choose your battles.

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Thank you Property Managers for having supported my dreams for the last 20 years

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VRMA Barcelona 2016: Remarketing

Grab your phone, see remarketing in action!

,

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Go to your news feed

Spot a few remarketing ads

Hint: « Sponsored »

Click on arrow on top right,

p « Why am I seeing this? »

OOne of the reasons you're seeing this ad is because …

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Dedicated Homes & Apartments Team2,000,000 VR choices226 Countries & Territories

1,100,000 room nights / day

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Capture and nurture leads – Direct bookings

Attract Nurture Delight Close

4 @ o Y1 2 3 4

Not ready to book, capture.

Automate getting to know you

Build up your listShare relevant info Get ready to book

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Why VR leads matter

End Result: A list with leads from social media

Use existing channels,

existing lists,existing traffic

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Start creating today 1 simple building block

1 FunnelMultiple

social mediasources

Cheap ToolsAutomation& Tracking

Recycle

Building the foundation

• 1 PDF file

• 2/3 pages max

• Easy to consume

• Will have been read by the time your automated emails follow up

1/3: Your Lead Magnet

• Use pre-made, mobile-friendly templates

• Leadpages is great

• Create 1 page, clone it for your different campaigns (e.g. Instagram)

2/3: Your Landing Page (Cloned – Lead Source)

• Use simple solutions 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: Your Email List + Automated Emails

Leads from Instagram

Your bio should feature your lead magnet

Mix it up, but do reference the link in your bio

• Network: Share4Share

• Automation? Later, Hootsuite

• Returning guests? Use location tools (IG, GroundSignal)

• Tools: Canva, Wordswag

• Prepare batches

Instagram tactics

Leads from LinkedIn

Use LinkedIn to reach out to Owners / PMCs

Target audience who values your lead magnet

Leads from Facebook

Show lead magnet to peopleYou want to nurture beforeMaking an offer for

Facebook Leads

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A direct booking.

How it looks to your leads

1. Pick Your Audience

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List of PeopleWho Enquired

But Did Not Book

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Long time, no see,Past Guests

(emails, phones)

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Some of your Newsletter

Subscribers

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Custom Audience From Your List

People Who Have Visited Your

Website

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From SEO, Adwords, Links, PR efforts, etc.

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Custom Audience for Website Visitors

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Custom Audience for Website Visitors

2. Pick Your Objective

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What’s the objective of your campaign?

Landing PagesSpecial Offers? Download a Free Guide?Product or ContentIf been to blog, push content

CTASign up, Download, etc.

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Clicks to Website

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CaptureGet FB profile data (name, email, etc.)CTA can be “Download”

Directly on FBCreate your form within FBGrow your list in a few clicks

Little TrafficBring a little traffic to your site, can retarget

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Lead Generation

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Recap

Use existing channels,

existing lists,existing traffic

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Start creating today 1 simple building block

1 FunnelMultiple

social mediasources

Cheap ToolsAutomation& Tracking

Recycle

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?

Get in touch

• VRMA Booth• Booking.com EMEA team• mieke.vandennouland@booking.com • Become a partner today: http://join.booking.com

Thank you

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