PR and marketing communications have always been about finding and reaching audiences who are likely to buy your product and then encouraging them to do so. Simple really. An effective PR or marketer knows who their vacation rental stays will be bought by, where these elusive guests can be found, and what messages will appeal to them.
However, back in the dark days of PR and marketing communications (not so very long ago…), an audience was relatively large and vaguely defined – lives here, earns this, buys that, has this interest, is this gender… But above all, an audience was BIG.
Things have changed in the dawning of the digital age…. The internet, mobile technology and the ever-increasing personalization of the ways in which we consume our content and media, has changed the traditional concept of a mass audience significantly and permanently. We are now talking to and with, individuals (your potential guests).
Actually, we always were….
The internet gives individuals a platform to share their voice, and see and hear just what matters to them. In fact, the internet is all about individuals. Today, these individuals have far more sophisticated knowledge about their choices and options and on the flipside, we also know far more about them. Bonus. The more you know about your audience (guests), the better you can tailor your content to their needs, wants, interests and even values.
Writing and producing content for your vacation rental business is all about reaching that ONE guest. Or more likely (and let’s be honest, hopefully!), those several ONE guests. But, how do you find out who your audience of one actually is, and then how do you tailor your copywriting and content marketing to reach Him or Her and make it appealing to them?
It all starts with research and data collection. Both quantitative data taken from current guest profiles and website traffic, as well as qualitative data. What are your guests tweeting? Where do they hang out online and offline? With whom and with what else are your customers engaging with? Thinking about? Doing? Buying? Dreaming of? If you don’t know, ask them!
Once you pull all this information together, add a little business intuition and a touch of creativity, and then it is time for the fun stuff and to create a few guest personas. These personas (guest characters if you prefer…), become your audience of ONE. This guest is who you are writing for. Once you identify your audience of one, you can then tailor each piece of content (blog post, web copy, tweet, Facebook post, Vlog, Google share, Pinterest board, LinkedIn article, white paper, e-book) to meet their individual needs. Your content is created with that ONE in mind. A business will have several ONEs (perhaps the decision maker in a family or a business traveler), and each piece of content (and the fulfilling of a subsequent need) is tweaked and tailored accordingly.
For example, this article (content!) is written for…. let’s say ‘Jack’. ‘Jack’ runs a successful small to medium sized vacation rental agency which is growing rapidly. Jack is forward thinking, entrepreneurial and a confident risk taker. ‘Jack’ knows that he needs some support with his content marketing and would like to explore PR.
Jack is interested in all aspects of the management of his vacation rental. He is a sporadic tweeter and reluctant Instagrammer. ‘Jack’ has an interest and background in marketing but is now too busy building his business to give as much attention as he knows he needs, to maintaining relationships, developing and growing his brand. This inkling that he is not quite doing enough, has lead him to read articles (like this one) to gain some current understanding about content marketing and PR so he can improve his own marketing efforts.
Maybe reading this you are ‘Jack’, the owner of a niche vacation rental business, or maybe you just stumbled across this article. Either way, hopefully, you have found it useful and it will help you think a bit more about who your audience(s) of ONE is and how better to tailor your present and future content to speak directly to them and therefore be more successful.
If you would like to speak to one of our team about how we can help you improve the content marketing and PR for your vacation rental business, do get in touch.