User experience, word of mouth and self-regulation are at the center of its strategy. So theres no way for people to find it from the website. These business strategies, based on Airbnb marketing mix, help the brand succeed in the market. In closing the only thing I would add that I think they should be doing more of on Stories is including a swipe up CTA earlier in their stories if theyre going to include one, perhaps even from the 2nd or 3rd tile depending on how long the full Story is. I dont think this works for all posts though. Then theres a summary about the property, written by the host themselves. The primary contributing factor appears to have been through keyword ranking growth, which as anyone who has followed our other case studies will know can be influenced by a number of other activities, such as onsite optimisation, backlink profile, and content marketing strategies. Do Airbnb get heavily involved in the discussion? Lets break this down a little more. Airbnb understands that most travellers care about location. Forget the tourist menu pedalling another overpriced pizza margherita, wouldnt you rather taste nonnas homemade pecorino stuffed ravioli while her son Francesco tells you comedic tales about growing up in Sardinia? The main goal of implementing a differentiation strategy is to increase competitive advantage. I see value for both brands and customers when offering customer service through a platform like Twitter, as any response you provide is then in the public domain. I can see its about me and what I can earn if I become a host. It looks as though theyre happy to predict where Id like to go when suggesting properties, but when suggesting experiences they look at the last known destination and show me what I could be doing (or what I missed out on). The bane of most customer supports existence is the simple to answer questions, and if people dont take a lot of interest in reading FAQs then having other users answer those questions is a double win. It is important to note that the company hasnt raised any money from investors since March 2017, when it raised USD448 million. Tools such as Buffer and Hootsuite make this very easy for businesses to do. The location is pretty interesting too; it evokes a feeling of adventure, of doing something different. 1. In addition, I found it interesting to see the similarities in style between this section of the Airbnb website and popular travel site TripAdvisor. The booking form stands out the most, and with good reason its the quickest way for them to get information about what the user is looking for, in order to personalise their experience. And not every Airbnb experience Ive heard about is an overwhelmingly positive one. 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. To counter this, they created a premium product called Airbnb Plus. . The report also comprises discussions of Airbnb marketing strategy, ecosystem and addresses issues of corporate social responsibility. 29,000 backlinks from VisitNsw, which are primarily content or image-related links. Airbnb are doing a great job on this in many ways (they ranked 47 out of 50 in the same study), but I firmly believe that a brands social channels should also be used to enhance their customers experience. Why would people globally care about tours in Melbourne, or suggest property management services in the area? If a user has shown some interest in a particular product, why not show them similar ones that meet relevant criteria? In fact, you could argue that Airbnb is predominantly a B2B business. Instead, they provide the mobile-friendly option of SMS (and, of course, Facebook and Whatsapp) to make it a seamless experience. Winner, winner, chicken dinner! I noticed they use three main hooks in their Dynamic Ads copy: Find an Airbnb in [Location] with free cancellation. However, the event was something of a dud participants mostly stayed away from the stations, preferring not to engage. Many global brands are still trying to work out ways to build & integrate successful community marketing initiatives as part of their overall marketing strategy. Having this on the page again highlights to users that not only can you get credit by inviting your friends to use the platform to stay for accommodation, but also invite friends to host people to stay at their places. N.B the home page has a (seemingly) infinite scroll feature that keeps bringing up new homes in new locations as you scroll down so Im not going to go all the way through it, but the next few sections are relatively interesting so Ill cover them. Here are some world-famous examples of brand strategy done right! To achieve this, theyve either used Dynamic Keyword Insertion or have closely tailored ad groups that have strong alignment between keywords and ads. Top Contributors are consistent inside the 3 core content pillar pages, which we will go into detail further below. In practice, this means that someone who searches for phi phi islands accommodation triggers an Airbnb ad that speaks to phi phi island accommodation specifically, and directs the user to a landing page that focuses specifically on phi phi island accommodation with upcoming availability. Well, press Send, duh! In a country like Australia thats not such a big deal, as Twitter usage is relatively low, but they could definitely be doing more. By doing this, Airbnb are one again fostering a stronger sense of community between the hosts, but they are also saving themselves a lot of internal resources. This feature cannot be controlled by a website owner, and is solely dependent on Googles algorithm to display. Live there. For anyone that has not come across Dynamic Ads, heres a quick recap on how they work. But that wont be enough, theyll need a comprehensive backlink strategy to appear authoritative and rank for the relevant keywords. As a new potential host, this instantly illuminates that Airbnb and the community are here to support. And yet, this subsection of the site is currently an underutilised opportunity by Airbnb. The button stands out in red with a white background, and the CTA search explains very clearly whats going to happen when I click on it. If Ive already booked accommodation, this section may still be of interest, or if I havent booked accommodation, this is another angle by which I could be re-excited by my interest in visiting Santa Monica. leadership. You can see another variation of this email here. An important UX feature that is part of these pages is that anyone can Start a Conversation. With a strong digital marketing background and broad business experience, hes perfectly suited to the Strategy + Growth team. The fact that your friend or recipient receives credit when signing up (in this case $76), it doesnt feel as if the user is taking advantage of the situation or the recipient feeling used. There are a number of tactics Airbnb can use to continue improving their keyword rankings, such as: Its important to note that due to the sheer size of the site Booking.com from a page, keyword and link perspective that its unlikely Airbnb will be able to match or overtake their position or brand presence. And youll see over the course of this article just how much they focus on bringing onboard new properties as part of their marketing strategy. Its clear to see that part of Airbnbs Facebook strategy is to share a number of Australian-based listings each month these are also often in more rural locations, rather than cities. Besides the basic cost savings, the most inviting factor of Airbnb, there are many reasons why Airbnb is better than a hotel: Airbnbs often come with a kitchen so besides saving money . The clean and minimalistic design is certainly done on purpose. No, it seems as if they dont get involved at all. Being the experienced brand with strong foothold, the company uses differentiation as a tool to reduce the pressure by other brands. Without a doubt, this is one of the big issues data-centric companies are battling on their quest to maximising return on marketing investment while maintaining the trust of their most valued customers particularly in light of growing concerns regarding what data is being collected by organisations and how this information is being used. I might visit their site once or twice a year when Im lucky enough to be looking at booking a holiday, and I cant help but notice that every time I do, I get a different site compared to the last time I visited. Its a beautiful image and has a lot of visual impact, It evokes an emotion happiness, humor, nostalgia, etc, It tells a captivating story (image and/or caption). There are several high-frequency pages like Canberra and Adelaide that, at the time of writing, do not feature a location-specific hero image and instead, feature a nondescript apartment image: This is an area of improvement if theyve got data to suggest a location-specific background image corresponds to a higher conversion rate. You can try this out for yourself by visiting the Ads Library tool. The use of the word unique is what I find particularly interesting they could have gone with a number of different adjectives that could be used to describe a home. As a long-term host Ive spent years working with different hosts and always had an amazing time. Airbnb knew early on that good photographs are essential to getting a booking. Based on Airbnbs amount of branded anchor text, they are in the safe zone, but should be conscious of the percentage skew when progressing with their backlick strategy in the future. Every home is verified through in-person quality inspection to ensure quality and design. Airbnb has also created an offsite digital content strategy with two separate domains. For Airbnb, its been about continuous discovery, testing and optimising of what is known as one of the worlds famous & very effective referral engines. The stories, tips, and tricks all help to reinforce the positive feelings that hosts get as part of being part of the Airbnb community. Clear & succinct messaging focused on value certainly helps those wanting to share. directed towards developing technology or strategies to differentiate Airbnb from its competitors. At the time of writing, the Airbnb Fan base is sitting at 15.6 million. Airbnb rely heavily on their brand presence to drive organic traffic and could do significantly better when ranking for accommodation-based keywords. 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