Does your company or brand have a community or do community marketing? When it comes to Airbnb, they are a fantastic, world-class example, and a brand that has built (and continues to grow) a successful community. 1 / 52. Taking a step back, from the 50,000 ads I exported there are over 11,900 headlines, of which 6,100 are unique and are not used in any of their other ads. If we refer back to this sense of community and how deep-rooted it is in Airbnbs values, I think they are missing an opportunity to share more stories that focus on this aspect of their brand this happens between people. Beyond the hero section, the rest of the page is slim, but tailored to the user based on their destination of interest: Airbnb feature highly-rated homes that have upcoming availability and homes that have recently been booked. They could trial using a number of different Meta Descriptions as opposed to a single template to see if this has a positive impact. Airbnb have also gone down this route, creating an @AirbnbHelp account which is their go-to account for all customer service related issues. Not many businesses go above and beyond in this way. When it comes to keywords, Airbnb is limited only by the locations in which they have a presence. And theyve done it way better than they introduced Airbnb Plus. Why would a traveller rather use Airbnb than Hotels.com, Expedia, Trivago, or the myriad of other websites available? We assume that Airbnb is creating content with a purpose and focus on distribution to drive that content to their audiences. Why? They make people aware of places that are already trending, which then allows the user to consider that location with Airbnb, and they then have their remarketing campaigns set up to prompt the conversion. directed towards developing technology or strategies to differentiate Airbnb from its competitors. Its a win-win situation for the user and recipient. Ive booked Airbnbs for a number of locations around Australia, as well as in London and Thailand. As weve spoken before about the layout of the page, lets explore the content and what we can learn from them. Listings make up a big chunk of Airbnbs Instagram content, and are clearly meant to evoke a sense of wanderlust in all those who stumble upon them. A firm needs to invest in market research, research and development or product development, and manufacturing or production processes to create highly differentiated products. The idea then evolved into a website where others could do the same, and travellers could get a cheaper option than a hotel. You can imagine that it would be strange to see these posts in the Explore tips & tricks section. You want them to equally be motivated to take action by accepting the invitation by joining and have the same experience (thats the only way you get the money ;). "This is a key problem. Im not 100% sure of the exact reason why we can only see this for now. It is important to note that the company hasnt raised any money from investors since March 2017, when it raised USD448 million. Its amazing what theyve been able to achieve over the years since they first introduced referrals into their platform in 2011. Well come back to this shortly, but this is a great example of message-matching at scale. This is what happens when we click Show invite details. Directly beneath the fold youll find 3 simple options to help navigate to what youre looking for if you would rather narrow it down before starting your search. As much as reviews are helpful in the booking process, once we hit book on the platform, were then putting our trust in a complete stranger being a good host and the host is putting their trust in us being an equally good guest. From 2014 Airbnb experienced a consistent growth trajectory until December 2015, when over a two month period (Dec 2015 Feb 2016) traffic grew by another 96% from 257,640 to 505,165 visits. Its basic copywriting psychology you need to instantly show value right up front, which Airbnb have done here. When you arrive in your new destination, Airbnb send a personalised email containing Airbnb Experiences that may be of interest, disguised as an itinerary. Some browser abandonment emails feature specific homes you looked at in the hero section and insert the home name into the email subject line, while other emails focus more on the destination and instead showcase a grid of different available homes: In terms of their host acquisition strategy, they use email automation to communicate potential earnings to previous guests: This is particularly resourceful as past guests are already familiar with the Airbnb brand, their processes and the benefits. When looking at the types of posts they share to the Page, this is a mixture of imagery & video. Oooof, this was loooong and pure gold Very nice effort! Live there. For Airbnb, travel is about a personal, unique and local adventure no matter where you are in the world and we start to see this within the personalisation aspects of the platform. We know customer-advocacy is a big part of their success with referrals, but how does Airbnb nurture a community that can get users to not only invite friends to the platform via sharing referral links, but also help existing users and in turn new users via a dedicated community forum? Now we come to the sections that really show personalisation in use. I feel this kind of content could really benefit the campaigns. This section is particularly important to have on the site. One strength of a differentiation strategy is that it builds on the unique qualities in a product. The global lodging company maintains a community centre as a place to connect with other hosts, share stories, ask for advice, and get updates from the Airbnb team. Whats even more impressive with even more incentive to share? At the time of writing, the Airbnb Fan base is sitting at 15.6 million. . Airbnb has also included a number of videos and photos into the content to illustrate experiences or locations, and links lead back to the main site to strengthen ties with Airbnbs services (where its natural or useful for the reader). By offering more information and support, they will attract, convert and retain more home and experience hosts on their platform. Its unlikely there is sufficient volume from closely related search terms in isolation, and as a result, Airbnb likely need to leverage auxiliary keywords to reach lofty growth targets. Like you go out to an unknown place, where food options are limited. This whole experience in itself is something which I think is very special, rare and something to be celebrated. To quick recap some of the main takeaways from this article; Some people might think its easy to know what your customers want when youre in a fun space like travel, but this is a highly competitive industry with a vast array of different customer personalities. Airbnb recognise some travel credit associated with my account and insert this into the email to remind me. I visited Japan last year, a place where Airbnbs are quite hard to come by. Now lets take a look at Airbnbs active ads in Australia. Airbnbs answer to this dilemma is Neighbourhoods which launched seven years ago with 300 neighbourhoods in 7 cities, it now features 23 major cities around the world. The mobile experience doesnt include email due to the obvious reason that the UX just wont be the same as desktop. The pending view is definitely a smart feature to include. The final call to action is also positioned with low intent language: Ultimately, I like how Airbnb have approach their landing page strategy and Im sure the breath of dynamically generated pages as well as their recommendation engine was resource intensive. Each of the pages do have 2 consistent UX features like the homepage, including: Highlighting top contributors serves to show the wider community that numerous community members will help with answering any questions or queries that come their way. Once Ive accepted the invite and completed the sign up process, I get taken straight to the homepage with a personalised message with What can we help you find, Dan? and in the right hand corner a notification for $76 AUD in my account. Airbnb created a new type of traveller through their product in 2006, and since then have developed that persona further and grown the market. Would be exceptional if Airbnb are basing these recommendations based on average cost per night of previous bookings or the booking value of similar users. What this tells us is that a data-driven approach forms part of their content strategy. I love free money! Where it gets interesting is to see how the home page differs when Im signed in. 2) Strategic resources Their core competencies is providing unique travel experience, it's bringing people together and providing a space for rent in an apartment rather than a simple hotel. Q&A Threads from both Airbnb Admin team, Top Contributors, or anyone part of the platform. A lot of the invitation mechanism is the same above, just done in a different experience with mobile considerations. . These posts mostly feature UGC, which gives them a really authentic feel and allows them to easily blend into a users Instagram feed, which I feel is something key for brands to master on this channel. I can see its about me and what I can earn if I become a host. In website talk, the breadcrumb structure of a website does the same thing it allows Googles spiders to find their way back to the most important page, whether that be the homepage, the category page of the product being viewed (eCommerce), or another primary page. For the most part, Airbnb use a hero image that message-matches the location the user is interested in visiting: However, this is not the case for all location landing pages. The information that Airbnb highlights here is interesting (as most of it is, again, written by the host). The image is also UGC, with the photographer credited. However, there are many businesses who never seem to nail it. As a new potential host, this instantly illuminates that Airbnb and the community are here to support. Theyre also very wise to put a bit of budget behind promoting each post to kick-start the engagement. It also seems like the most valuable content on the blog is that which focuses on acquiring new hosts. the hotel industry is under going another disruption: the "collaboration economy" and its poster child Airbnb give rise to a variety of apartment rentals, offered to consumers for more affordable prices. One element that does change to my advantage is the navigation bar. Its not as easy as you think. Image source: Getty Images. This will help spur users once they get a couple of referrals to keep getting more users signed up if they want more credit. It is clear that Airbnb is becoming one of the most popular online-booking.. Read on to discover the essential elements of an Airbnb . This special feature that Airbnb have included has the ability to import contacts via Gmail, Yahoo or Outlook with ease (Ive done this before and its great!). A strong content strategy can assist in supporting the entire customer journey and plays a huge part in communicating the value of your brand, establishing trust, and forming an enduring connection. Coca-Cola, for example, currently enjoys a profit margin of approximately 33 . Retarget products to people who have visited your website or app. Airbnb created a whole new kind of vacation just by providing spaces other than hotels to stay. Ultimately, over time this has helped Airbnb. In a bid to provide more transparency to its users, Facebook now lets you view all of a Pages active ads. Another potential reason for the spike in organic traffic could be the other marketing efforts Airbnb were actioning toward the end of the 2017 for example, its common for organic search for a brand to increase following targeted online and offline campaigns, such as TV commercials, radio ads, and increased digital marketing budget. We designed Airbnb to have 100 homes in a city. So how do Airbnb ensure that hosts are comfortable enough to rent out their property, and continue to do so? The most frequently used headlines are below: And below is a breakdown of one of their ads which showcases how the headlines appear in the search results: Guests are definitely the key target of their paid search strategy. If they were to use polished/professional imagery, I dont think it would have the same natural feel, so Im confident this strategy works well for them on both Facebook & Instagram. Keep reading for more detail about each of these along with business-level strategies examples for each! In the mobile app, we can see Invite Friends which stands out. While booking monthly stays on Airbnb has been possible . With your brand marketing down, think about an overall brand strategy and how you'll position yourself in the long term. The homes are well designed, well maintained, and well equipped. 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