So you’ve listed your property on Airbnb.
Contrary to popular belief, that doesn’t mark the end of your Airbnb marketing journey—it’s really just the beginning.
To that end, we are going to take a controversial position: you shouldn’t rely on Airbnb’s platform to do the marketing for you. At least not all of it.
Airbnb’s algorithm voodoo only goes so far in delivering guests to your doorstep, and, as you may have noticed, Airbnb is young enough that it can (and does!) change on a dime, leaving you fumbling to catch up. And worst case: what if they disappeared tomorrow?
It’s time to think beyond the platform. But how?
Below are five of our favorite Airbnb marketing strategies. Use them to take some eggs out of the Airbnb basket and take your listing to the next level.
Create your own website.
The first step to moving off-platform and taking greater control of your Airbnb marketing is to create a website.
With companies like Lodgify, it’s easy (and more affordable than you’d think) to build your own website that can take “off-platform” bookings.
The key is that a website grants you the freedom and creativity to transform an Airbnb listing into a brand. Instead of only appearing in Airbnb searches, your website can grab organic traffic from Google (and other search engines) and build a presence on social media (more on that later).
Start a blog.
Once you have a website, it’s time to fill it with content to help people find you.
Whether you’re a lifelong local or a frequent visitor of your Airbnb’s destination, chances are you’re brimming with knowledge about the area. (Or if not, you can connect with someone who will put effort into research!)
That’s great news for your guests—who doesn’t love being hosted by an area enthusiast? But it’s also good news for you and your Airbnb marketing strategy: Make your knowledge work for you by writing blog posts on topics ranging from your favorite restaurants to the best rainy day activities.
The benefits here are two-fold.
First, you show your face to potential guests and start building their trust—a crucial ingredient for bookings.
And second, done smartly, blog posts can help your site rank on Google and appear in front of travelers during all stages of their booking journey.
Create infographics or guides.
Infographics are marketing magic. Readers are more likely to pay attention to information if you present it in a visually pleasing way, and infographics increase web traffic by up to 12%.
So how can you put an infographic to good use? Send it in an email, incorporate it into a blog post, or share it with local businesses that might benefit from sharing. (For example, if you create an infographic on the best lobster rolls in the area, the restaurants you feature will want to know about it!)
Connect with your local community.
Does your Airbnb have an account on Facebook or Instagram? If the answer’s yes, you should be using it to interact with your local community.
This is especially simple if you live locally: When you sit down for dinner at your favorite spot, snap a quick photo of your dish and share it on your Airbnb’s Instagram (be sure to tag the restaurant in the location and caption!). When your favorite local theater or music venue releases their new season schedule, share it on Facebook.
This builds you good will in your local community, but how is it an Airbnb marketing strategy? The more useful or engaging information you share on your own social accounts, the more visibility you’ll have to folks planning their vacations.
Build a mailing list.
Not quite ready to commit to social media maintenance or a website build?
Sure, newsletters pack more punch when you can link to your own website. But they can still be an effective Airbnb marketing strategy even if you don’t have your own domain.
Get your previous guests to opt into your mailing list, and you’ve earned yourself a way to stay on their minds throughout the year.
We can’t quite stress enough how important it is to treat your email list with care. For every email you send out to your mailing list, you should ask yourself how it behooves them.
Don’t just boast about your property or spam them with a “CRAZY DEAL!!!”. Give them insider info on the latest goings on in the areas—and then feel free to tastefully shout out your latest renovation project or special off-season rates.
Get focused on your Airbnb marketing strategy.
Need help finding the path for your Airbnb marketing strategy? Guest Hook is here to help. Reach out to us today, and we’ll take a look at your listing and recommend next steps. Or if you’re ready to jump right in, take a look at our content marketing jumpstarter package.