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Internet Marketing Evolution for Vacation Rentals

Discover how WeNeedaVacation.com evolved its internet marketing strategies over time, from past efforts to current initiatives and future plans, offering valuable advice for success in the digital age.

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Internet Marketing Evolution for Vacation Rentals

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Presentation Transcript

  1. Internet Marketing: Evolve or Perish October 20, 2011

  2. About WeNeedaVacation.com • Founded by Talmadges in 1997 after buying Orleans rental home • Main focus is Cape & Islands, minor in Florida • Grown to over 4,000 homes on Cape & Islands • Staff: 7 full-time and 3 part-time • Becky Fischer in Brewster; main office in Wellesley • 6 of staff are rental owners on Cape & Islands: over 100 years experience • An internet company with a heart – passionate about technology AND serving our clients

  3. Agenda • Our past internet marketing efforts • Current efforts • What the future holds • Some advice

  4. Past: the vacation rental business in 90s • In 1997, realtors and homeowners mailed or faxed pictures (Polaroid's!) to prospects • Advertised in print: Sunday newspaper, magazines. • All were pay-by-the-word, so cryptically short • Internet enabled “friction-less” communication – it cost NOTHING to transmit information • Overnight transformation of rental business

  5. Past: early marketing • Learned early that Internet was best medium for an internet business • Heavy use of email marketing • Lots of effort on our website content to attract search engines – “on page” • Search engines: MSN, Lycos, Altavista, etc. • Links from other sites: capecodtravel.com, chambers, etc. • With hard work, we ranked in top 5 pretty quickly • Then, along came Google……..

  6. Present Three marketing thrusts • Internet marketing • Being a visible, well-respected local business: do it right. • Keep website new and fresh. • “Vacation Planner”: connect businesses to our vacationers • Reviews of homes and businesses (demanded by younger vacationers)

  7. Present: internet marketing • Our traffic sources (from “Google Analytics”): • Direct • Be sure your website is plastered all over your marketing collateral • Links • Best are those that voluntarily link to your great content • Key to have links from popular websites

  8. Present: Search Engines • Two kinds: “natural” or “organic” search AND paid search • We are on our 2nd “SEO” expert (search engine optimization) – a fast-changing, critical skill • SEO takes time to achieve top rankings

  9. Present: Google rules! • The 10,000 pound gorilla transformed the industry of “search”. 70% of searches. • Keyed on “relevance” as measured by your popularity. • Algorithms are secret and ever-evolving. • Loves great content: text, pictures and video. • Looks for tons of legitimate inbound links. • Bing and Yahoo track Google.

  10. Google Search Result Paid Local Organic

  11. Present: Facebook • Has emerged in past year or so as critical. • We have two “Pages” • Homeowners (446 fans): “WeNeedaVacation.com” • Vacationers (970 fans): “Cape Cod and Island Vacations” • “Like” button omnipresent and folks use it. • Homeowners share their listings with friends. • Our #1 source of clicks!

  12. Present: A respected local business • Cape & Islands: reputation and service level is absolutely critical. • Bad news travels much faster than good news. • We always have believed Service sets us apart. • Nurture relationships with 17 Chambers. • Participate in various events: expos, parades…. • Lawn signs, frisbees, grocery totes, …. • Give back: APCC, local fund-raisers.

  13. Future • Keep evolving and evolving and evolving, adding more great content • Short-term: • Blog for our Homeowners • More Facebook and Google +1 • More content • Longer-term: • Blog for our Vacationers • Handhelds • Look at resources like Hubspot • More content

  14. Advice • Have at least a ‘calling card’ website that people can find Googling your name • Build email list and keep in touch with past clients (e.g., newsletter) • Use Google alerts (http://www.google.com/alerts) to monitor reputation and Google Analytics to monitor traffic (free) • Consider creating a blog – establish your expertise • Use Facebook and Twitter to engage your audience • Use knowledgeable internet marketing expert to help you evolve through the next wave of inevitable change.

  15. Thank You!Questions?(for a copy, email jeff@weneedavacation.com)

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