This YouTube presentation (Mark Simpson, uploaded Sep 13, 2023) outlines a step-by-step marketing system for vacation rentals: build a large stockpile of high-quality, repurposable content; optimize OTA listings; drive traffic via social media; funnel that traffic to a direct-booking website (preferred over sending traffic to OTAs like Airbnb); and set up email marketing to capture and convert visitors.
I like to walk it through a step by step process because, you know, there's a lot that goes into it. The end result is basically having a massive stockpile of really good quality content that can be repurposed for social media, for email marketing, for website, for paid ads, promotions, and then building out all the different things. So, you know, first optimizing the OTAs and making sure that that's the best they could be, then increasing your traffic with social media and then moving that traffic toward a direct booking website, which if, as a marketer, if I'm sending traffic anywhere, it's going to be a direct booking website, because it's way more optimal than sending traffic to Airbnb, which a lot of people still tend to do, and then ensuring the email marketing setup so that you can do that.
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