In our last post, we spoke to Thibault Masson about how to generate leads from your social media followers. Now, we’re talking to Nancy McAleer of Anna Maria Island Beach Life about how to build a loyal following that’s interested in what you have to say.
Anna Maria Island Beach Life’s social followers are ever expanding, but even more importantly, they’re constantly engaged. Nancy’s posts gain a steady stream of likes, shares and comments from past guests and potential leads alike, helping to raise awareness of, and trust in, her brand. Here’s what she had to say about her success.
Maximize your position by focusing on your vacation rental niche: whatever differentiates you from others. For example, if you are located next to vineyards in Italy, your focus could be on wine and cooking excursions. You want to sell a lifestyle, so your profile’s name and collateral should match it. Remember: you are building a social lifestyle community.
Here are a few unique selling points that could help you zone in on what your brand should be focused on.
Social media is, at its core, a digital community. In order for your channels to succeed, you need to get involved.
This question leads me back to identifying goals. In order to analyze your results you have to ask yourself why you’re spending time on social media.
I started my social media platforms to improve guest experiences and to gain new client trust. I didn’t really measure my analytics back then, but my goals have changed significantly. Now, I primarily use social media as a way to generate traffic to my website.
Last year 41% of my traffic was driven to my website via my social media platforms. I want this traffic not only to gain new clientele, but also to help increase my website’s Google rankings. Currently, I rank on page 2 for the Google keyword search “Anna Maria Island vacation rentals.” A high ranking helps put my website in front of people who are what I call my direct clients.
Simply put, successful social media is defined by your goals. Here’s how to measure your results and see if you’re on the right path:
There are many benefits for using social media with vacation rentals. Take a look at the list below and decide which benefits work best for you. Keep them in mind when setting your social media goals.
Once you prioritize your benefits and decide on your end goal, your focus should be on engagement. This is successful social media for any business. It’s not the number of likes or followers you have, it really boils down to the number of clicks your website is getting through your social media efforts.
I use both the analytics tools within the social media platforms as well as Google analytics to gauge the success of my posts.
I like using my Google Analytics when I am looking at my global website traffic, where it is coming from (acquisition), what my client profile is (audience), and how the visitor is interacting with my website (behavior). Within Google Analytics, I can see how each social media platform is performing and what posts have worked best.
For advanced analytics, you can set up a campaign in Google Analytics to follow the success of selected efforts.
The Social Media Analytic tools are used in a similar manner. I can see how each post/pin performed and what kind of reach it received. I can also see how many people clicked my ‘Book Now’ button on Facebook.
Converting followers into leads takes focus, consistency, and creating opportunities. You must always be diligent about attracting the right followers. Here’s how:
Guest Hook closing thoughts: Like Thibault Masson, Nancy has a very clear goal in mind when using social media. But note that her goal has evolved over time as she’s become more experienced. That very fact demonstrates that social media is not (usually) an instant ROI activity. It takes time to find your feet and figure out what works for your vacation rental business. That might not be the magic pill answer that many are hoping for, but it’s the reality! However, as Nancy demonstrates, there is significant upside if you stay the course. In her case that’s making social the #1 contributor to her website traffic!
Looking for more social media content from Guest Hook? Here’s a recap of our social media series:
Part 1: Introducing social media for vacation rentals.
Part 2: Defining your social media goal.
Part 3: Hear how vacation rental owner Thibault Masson is succeeding with social media.
Part 4: That’s this post you’ve just read!
Part 5: Some industry pros explain how they’re managing the big-4 platforms.
Need help with Social Media for your vacation rental business? Get in touch with us today.