From your inbox to your social media feeds, there are a lot of companies out there competing for your attention.
In all that noise, you may often feel like you’re wading past ads and content that you have no interest in.
But have you ever had the experience of opening a newsletter, or seeing a sponsored post on Facebook, that feels like it’s speaking directly to you?
Often, that feeling is the result of a personalized content campaign—and it’s entirely intentional.
So what exactly is personalized content? Our friends at GatherContent tell us it “starts when you use what you know about someone to change how you communicate with them.”
In an industry that’s as deeply personal as vacation rentals, you likely already know at least a few things about your guests. Now, we’ll show you how to use it to create content that has a purpose.
Develop a system for collecting guest information.
Whether it’s through booking inquiries, swapped emails, or a chat upon arrival, you’re bound to get to know your guests.
You might learn that they’re a family that vacations to your destination during the same week every year. Or that they love learning about the local dining scene’s latest additions.
Once you have those details, you don’t need fancy software or a bulky database to manage them. Keep track of your guests’ preferences and needs in a way that’s simple and speedy. It might mean creating a spreadsheet, updating a notebook, or keeping a file of index cards.
You know your information management style best. Do what works for you.
Create content that’s personalized.
Once you’ve nurtured enough relationships with past or potential guests, it’s time to reap what you’ve sown.
The benefits of knowing your audience are two-fold: it sparks ideas for content creation, and gives your content a better shot at being seen and engaged with.
If you know your rental attracts honeymooners, create the honeymooning guide to your destination. Or if corporate travelers bring you tons of bookings, create a landing page that lists your business amenities.
Think about the most common similarities shared by your guests, and hone your content to speak directly to them.
Send with discretion.
No matter how great your content, this isn’t the time to cast a wide net.
If you send a retired couple a guide to the hottest clubs in your city, chances are they’ll bee-line for the “unsubscribe” button.
Services like MailChimp make it easy to segment your mailing list into different audiences. Use them to create targeted newsletters that promote your personalized content—and send them to the right people.
And look for opportunities beyond your mailing list to speak to your envisioned guest—whether it’s running a targeted social media campaign, engaging with your mailing list on Facebook, or partnering with a local or travel publication.
Pay attention to the calendar (and map!).
Interest doesn’t need to be the only way you personalize your content.
Have a slew of families that book with you in the summer? Send them a reminder in the spring.
Want to fill rooms on an off-season weekend? Create a digest of weekend happenings to encourage those who live within a two-hour radius to come get away for a short stint.
Cater to couples? Take note of your past guests’ anniversaries (or collect that information from potential guests in your newsletter signup) and send them a newsletter the month before inviting them to check out your couple-friendly accommodations.
Content and Strategy for Your Vacation Rental Business
Want to start implementing personalized content, but not sure where to start? Guest Hook partners with vacation rental businesses to create content strategies that help you reach your goals—whether they’re driving traffic, reaching new audiences, or strengthening your brand. Learn more today.