Download 5 Niche Marketing Strategies for Vacation Rental

5 Niche Marketing Strategies for
Vacation Rental Managers
Definition of Niche Marketing
“Marketing that targets a specific geographic,
demographic or industry niche.”
(Source: Veria Glossary)
Concept Behind Niche Marketing
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Your goal is targeted leads
Operate in smaller, more defined market
Advertising: More Reach = More Money
Sacrifice Less Reach
Spend Less Money
Have Less Competition
Higher Conversion
Why Use Niche Marketing
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Be “first in mind.”
First, Largest, Best
Growth Strategies
Find a smaller market
You become best
Become the big fish in a small pond (then
expand).
Benefits of Niche Marketing
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Better compete in smaller markets
Better serve your guests with targeted service
Grow your inventory by targeting owners
Increase the efficiency of your marketing
Increase business through referrals / add-ons
Better brand your business
What We’ll Cover
• How to identify your niche
– Rob Holderness, LiveRez Marketing/PR
• How to target guests and owners with MicroSites
– Brooke Pfautz, President, Vantage Resort Realty
• How to master long-tail keywords
– Sam Martin, LiveRez SEO/SEM
• How to partner with local vendors
– Tyler Hurst, LiveRez Sales
• How to become an authority within your niche
– Rob Holderness, LiveRez Marketing/PR
1. How to Identify Your Niche
Niche Market Examples
• Specific Locations (Sandbridge section of Va. Beach)
• Complexes and Resorts (Ocean Reef, Belmont Towers)
• Vacation Themes (Disney, Fishing, Adventure Sports,
Romance)
• Price Range (Value, Luxury)
• Inventory (Condos, Villas, Large Houses)
• Other Categories (Pet Friendly, Waterfront)
• Combinations
– Pet Friendly Condos near Disney World
– Romantic Getaways at Sun Valley Lodge
Look at Your Current Guests
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Where are they from?
Why did they stay with you?
Why were they taking the vacation?
What did they do when they were there?
What did they like about their experience?
Look at Your Available Markets
Based on your business, what markets make
sense for you? Look at:
• Your location
• Your services
• Your inventory
Gauge Your Competition
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Who are your major competitors?
How are they marketing?
Do a Google Search?
Check out the Google Adwords keyword tool.
How many people are searching for keywords
related to your niche?
Find a Need and Fill It
From your analysis, determine the following:
• What are the travelers needs?
• How many business are competing to fill
them?
• Based on my business, where can I best
compete?
Determine Your Niche and Keywords
• Use this analysis to determine the most
profitable markets that you can do well in.
• Focus your marketing efforts on the
demographic of traveler whose needs are met
by your niche(s).
• The idea is targeted marketing
2. How to Target Guests and
Owners with MicroSites
My Background
• President of Vantage Resort Realty
• LiveRez Partner since 2009
• Early Adopter of LiveRez MicroSites
How I Started
• I started with one site with all of my properties
• Then, I expanded to additional sites, each
targeting a niche
How LiveRez MicroSites Work
Why Use Additional Sites
Or Landing Pages?
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Content is targeted to desired demographic
Content tailored to meet travelers’ need
Content optimized for niche SEO strategy
Website specific to potential owners
More distribution points for properties
More pages for Google to crawl and guests to
find online.
3. How to Master Long-Tail
Keywords
What are Long-Tail Keywords?
• Long tail keywords are keyword phrases that
have at least three, and some times as many
as five words in the phrase
– More qualified search term and consumer
• Not the most popular search terms
– Typically a vacation is not planned with one search
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Shop  Refine  (Refine )Purchase
– But highest converting
• 80-20 Rule
• The Long Tail is your Niche
– i.e. condo in pensacola florida to see blue angels fly
How to Determine Your Keywords
• Brainstorm
– Are there any events coming up
– Vacation Rental(s) that is or are unique in some sort
• Utilize Google Analytics
– Filter your referring and or converting keywords
• Remove the generics and see what you are left with
• Think and act like the consumer!
– Start searching; see what your competitors are doing;
then out-do them!
SEO Benefits
• Less competition
– Shoot up the ranks more quickly
• Not searched as often, but again higher
conversion rates
• Position yourself as the expert
– Relevant content – Search Engines LOVE this
SEM Benefits
• Less competition
• More qualified consumer
• Cheaper clicks
– Higher conversion rate
– More ROI!
• Unique and relevant ad copy
– Alter your display URL to show keyword
– MyRentals.com/BlueAngels2012
• Plug for Google Remarketing
– If you do catch the consumer in the shopping phase
4. How to Partner with Local
Vendors
Examples of Partnership Opportunities
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Massage Therapist
Boat / Canoe
Groceries
White Glove Service
Rafting / Fishing Trips
Ski Items / Lift Tickets
Resort or Amusement Park Tickets
Sell Your Area Attractions or know who does.
Examples of Partnership Opportunities
Examples of Partnership Opportunities
Examples of Partnership Opportunities
Ways to Partners
• Exclusive Referral Business
• Offer Check Out Options
• Basic Referral Business
• Offer Others’ Services
• Brochure and Collateral Trade
• Sell Each Others Goods/ Services
Benefits of Partnership
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Build Business Network
Understand your Guest
Referral Business
Residual Business
Additional Revenue Streams
Mark up Others Goods / Services
Think Long Term
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Relationships = Undefined Revenue
Word of Mouth
Educate yourself to the guests needs
Tailor to the guests demographic
(short-term and long term)
5. How to Become an Authority
Within Your Niche
Showcase Your Expertise Online
• Put comprehensive information on your
website regarding your niche
• Write about your niche on your blog
• Share information on your social media
channels
Build Strong Networks
Within Your Niche
• Make sure you’re talking to vendors that share
your customers to learn more about these
customers
• Start approaching key influencers within your
niche, initially to learn from them and then to
become a trusted ally
Volunteer within Your Niche
• Helping others within your niche is a good way
to get involved, gain notoriety and create
good will
• You’ll learn more about your customers in the
process
Pitch Yourself to the Media
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You are knowledgeable about your niche
Journalists are looking for good sources
Start communicating with them
Check out HARO Requests
Set up Google News Alerts
Set up events that are worthy of news
coverage
Conclusion
Review
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Identify Your Niche
Use MicroSites
Master Long-Tail Keywords
Partner with local vendors
Become an authority within your niche
Questions?
Thank You for Attending!