In a study conducted by KPMG, they found that alongside integrity from brands, personalisation is of key importance to Australian consumers when it comes to customer experience (CX). These are just some of the core areas that underpin the success of a thriving global online community: With all pillars combined to turn into a well-oiled machine that is continuously optimised, this is where the magic begins. It can assist in a multi-channel remarketing strategy, for example, you can create a Custom Audience of your AdWords visitors who didnt convert and remarket back to these users through Facebook Ads (these visitors are gold as theyve demonstrated search intent already). 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. Interestingly, direct links to the homes featured on Facebook arent included, instead a link to all properties in that location is provided. And theyve done it way better than they introduced Airbnb Plus. All of this means peace of mind for any prospective guest. It could be said that best practice on Facebook for sharing links is using the Link Preview option, rather than sharing links in the post copy with a separate image. 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. Now, it makes sense why some threads seem large with the amount of comments. By commoditizing trust between property owners and short-term renters, Airbnb has become one of the most recognized companies in the hospitality industry. SEO: How do Airbnb ensure they appear in relevant search results to drive organic traffic to the site? For example, if Airbnb shares a video which relates to Japan and this gets 50k views, creating an audience of viewers who watched 75% or 95% of this video would be great for their next Japanese-themed post, as they know these people are interested in video content to do with Japan. From Afhrefs top pages function, we can see that a small amount of monthly traffic is coming from branded organic keyword rankings with content built out to answer branded queries. So, what can we learn from how the Airbnbs referral system mechanics and design work for them right now? Prepare for your exams. They created an upsell opportunity by providing a higher tier property that had been manually vetted to ensure the highest possible quality. Airbnb has also used their blog to feature reports and studies theyve created, including Airbnbs Work To Fight Discrimination and Build Inclusion Report, and the Economic Impact Study. Certainly not at the expense of anything else that was already there. Local customs dictated a more direct invite, with participants preferring a more personal overture from an official Airbnb representative before joining the activities. When it comes to Airbnb, they are a fantastic, world-class example, and a brand that has built (and continues to grow) a successful community. Airbnb focuses on providing a human experience with personalized touches. Again, as a normal user it really is, but as marketers or anyone working in technology, we can appreciate there is a lot more work that goes behind the scenes. To make a booking, you generally need to take the following steps: Open the Airbnb website. My guess is that Airbnb know I cant afford $540 a night to stay in The Carribean, and so the options they suggest are a lot closer to what Ive booked in the past. . I love free money! In this case, Airbnb vision statement is all about leaving a memorable reputation at a global level. A firm needs to invest in market research, research and development or product development, and manufacturing or production processes to create highly differentiated products. As a general rule of thumb, I think your imagery/posts should fit into at least one or more of these criteria: But how many of the above are Airbnb actually achieving with their current strategy? Whats even more impressive with even more incentive to share? So, what better way to advertise the product than those who have experienced the platform? Why would Airbnb have this content pillar specifically? As the pages are predominantly image-based, they are missing out on opportunities to rank on page #1 and drive traffic for more location-based keywords. Whats worked to their advantage is the creativity they have shown in getting users to engage with their stories and to keep clicking through. Ive seen/heard of some properties that havent been kept very well, are lacking basic holiday features, or dont look very good. As an experienced marketing consultant, Dan continually strives to perfect his craft in producing high-performing, data-driven and results-focused campaigns for his clients. Airbnb offer $15 off to guest referrals (discount) and $200 for a successful host referral (incentive). Airbnb was born. Airbnb are using Instagram mainly to promote their listings, Superhosts & Experiences. Differentiation Strategy Unique features that increase value of goods and services Consumers are willing to pay a higher price. In addition, for existing hosts, its more likely going to help retain hosts. The assumption is that Airbnb wants to focus on the goal of the user at this particular step. For such a competitive space, Airbnb is considered one of the more competitive players. Moreover, the company aims to keep guests and hosts safe via a wide range of measures such as risk scoring, background checks, 24/7 global assistance, secure payments and account protection. Either way, the content is highly relevant to the search term and the location which certainly cant hurt. The prime generic strategies applied by Airbnb is the mixture of differentiation and cost. Heres an example of an email I received after looking at some places in Santa Monica: Lets breakdown this email section by section, there is a lot of things Airbnb are doing well: The heading and email subject line is tailored to a city I browsed and the dates I searched for. Now lets take a look at Airbnbs active ads in Australia. Email Marketing: How do Airbnb use email to communicate with prospective and existing customers to drive new and repeat usage of the platform? In this section of the article Ill be dissecting pages piece by piece to see how their website helps to drive growth. Then you suddenly see a McDonald's and it becomes your choice of food because it is a safe bet an. Notably, they havent made use of a Facebook Cover video, which is a missed opportunity to introduce new users to their brand in a creative and engaging way similar to the homepage of a website. Pick up a paintbrush and channel your inner Bob Ross, dance at a sunset silent disco in San Francisco, and discover Portos vibrant history as youre led through the tiled streets by a local. Airbnb makes it very evident what they want the user to take an action by having the CTA button in red across ALL their key pages & channels, including email & in-app. Ill bring them up next to each other so its easier to see. Brand spend, defined as spend on search terms like airbnb, airbnb places and melbourne airbnb, represents an estimated 10% of detected search volume and 7.5% of ad spend. Integrated low-cost differentiation - competing by using both low cost and differentiation. At the top section, its a different layout compared to the guest referral page. Having these two large social channels Facebook Messenger & Whatsapp helps users easily share the link with their friends, and also gives them the ability to share their personalised link through group messaging & more. Brendan brings both an analytical and creative mindset to his portfolio and is always ready for a challenge. There are several more sections on the home page that could be considered interesting: theres a banner to entice new hosts to sign up (which is way too low down the page in opinion), and the categorisation of experiences and homes which I could review. For new users, Airbnb ensures that each individual feels important to be part of the platform. Theres even an image of the host to prove its a real person behind it all. When we start a business or a new brand, it is essential to aim for a long-term payoff for all our efforts and investments A sustainable ROI. Note: The larger the circle, the more visibility a domain has. This is an example of one of Airbnbs Superhost-themed posts. Netflix has exclusive content, Airbnb has exclusive homes, and Cameo offers access to a su I now know what to get mum for her 52nd birthday . . Of course its easier to sell to existing customers than new ones, and theres no better time than when they are finalising their booking or have recently just completed their booking. Then theres a summary about the property, written by the host themselves. This may explain why Airbnb saw a huge bump not necessarily because they arent actioning the above strategies (because they are) but rather that in comparison to their competitors like Booking.com and Wotif.com the amount of pages they have are significantly less. Now that Im signed in I get some options that are well suited to me (saved, trips and messages) as well as a prompt to become a host something thats beneficial to them. The next best-performing page is Melbourne, Australia with 1.9% of the total traffic, and 479 ranked keywords. Listings make up a big chunk of Airbnbs Instagram content, and are clearly meant to evoke a sense of wanderlust in all those who stumble upon them. Someone without an account/not even a host can make a post. My favourite example is how they leveraged Craigslist to drive traffic and listings on their own site. 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. You could compare a lot of their image posts to a Wanderlust Pinterest board; aspirational imagery featuring real people with locations that offer stunning backdrops, architecture and interiors. With this guarantee, Airbnb have assured hosts that should the absolute worst happen, they will be covered by the company that enabled the transaction. Clever. They could benefit from using their Instagram to tell more stories, as these are a great way to connect with people. This is an excellent strategy as it essentially allows them to give their audiences a little extra nudge down the sales funnel. There is an inconsistent breadcrumb structure implemented on the Airbnb website, which could also be impacting the websites organic performance. Not only that, but its a bit boring. Airbnb business level strategies. The three generic business strategies suggested by Michael Porter are : Cost Leadership strategy ( lower costs/broad target market), Differentiation strategy (product differentiation/broad target market) and Focus business strategies (lower cost or differentiation/narrow target market ). Building a community is one of the most powerful assets a company or brand can build. In order to normalize the behavior of staying strangers's homes and to host unknowned people, Airbnb put efforts in conveying the content of truthful experience to the public through their storytelling platforms (Midenhall, 2015). Although the last few years have ushered in shifts at the product and organizational levels, design principles still guide us everyday. The majority of keywords ranking on page 1 for the Airbnb website are branded, with smaller volume locations ranking for generic [location] accommodation terms. When aligned with a companys ideals, marketing can make a powerful statement, and in the best instances, be a force for change in the world. We designed Airbnb to have 100 homes in a city. Within days, Airbnb introduced a Host Guarantee that every property would be insured up to USD$50,000 for any damage incurred by guests. So what do the messages look like when you share with friends? Mimic Airbnb's strategy by: Marketing your Airbnb as an experience, not just a building Openness and belonging are at the heart of Airbnb its at the core of what we do every day. With Available, this view shows who has successfully accepted and signed up to the platform from the users invitation. Email alerts to notify you of discounts offered by hosts: 2. They havent over-complicated things, which makes it more enticing for a user to share. 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). Having all of the negative posts in their own section keeps them out of the minds of users who have been having a good experience. Having this content ensures retention by keeping hosts engaged with other users of the platform. And considering they have over 6 million listings worldwide, its pretty safe to say that the limit is the sky for their keyword potential. The primary reason is that it comes down to the decision-making process. For the people who havent decided where specifically in a city they want to stay, Airbnb provide some more information about the location of the property. This way, anyone who wants to ask can go straight to this thread and, even without contributing to the thread, they may have their questions answered. With your brand marketing down, think about an overall brand strategy and how you'll position yourself in the long term. It means I dont have to copy & paste emails (although you have that option) and the bulk of the work is done. As much as reviews are helpful in the booking process, once we hit book on the platform, were then putting our trust in a complete stranger being a good host and the host is putting their trust in us being an equally good guest. Users can then explore top answers that may result in high engagement for various reasons (e.g. Its their hosts which are their key customers; if their hosts succeed then they succeed. Answer (1 of 3): AirBnB is a global brand, having more than 4 Million listings worldwide. Besides sophisticated digital campaigns, Airbnb has contributed to traditional, even old fashioned, marketing channels in unique and highly aesthetic ways. Any ideas, any theories? This content truly differentiates Airbnb from the big hotel booking sites, highlighting interesting places in different cities. This is clever by Airbnb. 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. Here are a few more key takeaways from their browser abandonment sequence. Unique Product. From this email Airbnb are trying to get me back to their website. You could argue, why does this matter to me? For small and large, for packed and sparse, for quiet and loud, cultured and corporate. Keep reading for more detail about each of these along with business-level strategies examples for each! A great example is their multi-national Share a Coke campaign, in which they printed out cans and bottles with the 250 most popular names in each country. Im glad to hear you get a lot of value out of them, This is probably the best case study Ive ever seen for a long time. In a bid to provide more transparency to its users, Facebook now lets you view all of a Pages active ads. 1 / 52. This is the only thing that I think Airbnb have occasionally been guilty of, as Ive seen the same content across their Facebook Page, Instagram Page, and Stories. In the case of Airbnb, the host side is receiving a subsidy. 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