Vacation rental companies continue to create a stronger online presence due to growth in online travel bookings. The internet has become the first source of information for vacationers when planning their travel. Travelers now have the internet as a source to find any information regarding a location and it provides them with an ever-growing amount of choices for their next vacation rental company.
If a vacation company wants to succeed in this atmosphere, it must understand its buyer persona. According to HubSpot, a buyer persona is a semi-fictional representation of your customer based on market research. Understanding your buyer persona allows rental companies to use this idea and plan marketing strategies to reach their persona. Here are some ways you can use your buyer persona to reach real-life leads.
Focus your content to their wants and pain-points: Understanding your buyer persona will allow you to cater your content to what they want in a vacation and their pain-points. If your buyer persona is focused on being oceanfront or next to a ski lift it’s a good idea to create content that explains all the great activities they can participate in by being so close. For example, create an E-book called, “Great Restaurants and Shopping near the [Insert Location] Oceanfront/Ski Lifts”.
Alleviating pain-points is also suggested. Pain-points are things that concern vacationers about renting in the area or with your company. Creating content that answers concerns and reassures vacationers that their wants will be met in a satisfactory manner will improve the chances of them booking with the company. For example, if your buyer persona is younger couples, creating a blog about great nightlife within cabbing distance may be helpful. If a family is concerned there are not activities for children in the area, create a blog called, “8 Free Activities for Children in [Insert Area]”.
Focus Social Media to Persona Outlets: It is likely that your persona is on certain social media outlets. Finding these outlets and focusing on engaging on them is important. Choose these wisely. If the decision maker of your buyer persona is female, Pinterest is a good choice. Pinterest includes an overwhelming female demographic. If your persona decision maker is a professional, LinkedIn is a good choice. Facebook and Twitter are often standards across all personas. Google+ is gaining traction as an alternate social media account and benefits SEO.
Post Content During Peak Times for Your Persona: If you vacation rental company garners travelers from different time zones, post your content on their time. Your business may be on Pacific Standard Time, but your customers can be hours behind or ahead of your location. Understanding the day-to-day life of your buyer persona can help you pick times as well. If your buyer persona is a professional posting during their lunch time and near 5:00pm can be a good idea. If your persona is a stay at home mom, early morning or late at night may be used to reach the persona.
These are just a few ways you can reach your buyer persona. Focusing more and more of your marketing towards this persona can gain more website visits and qualified leads while eliminating those who are not.