Blogs? Social media? Who has the time? As a small property owner, you’re juggling everything, and marketing often falls to the bottom of the list. But in today’s crowded market, telling your property’s unique story is more important than ever. The good news? It doesn’t have to be a huge time suck.
“At the end of the day, you get to tell a story that will resonate with somebody,” says marketing pro Ross Kata, co-founder and Travel Geek at The Perfections Group. “Every property’s tale is unique and will connect with guests, especially those leisure travellers craving authentic experiences.”
Here’s Ross’s advice to help you share your property’s story and connect with guests:
The Shoestring Storyteller’s Content Gameplan.
With virtually no budget, it’s time to get scrappy and creative. Ross’s advice? Incentivise your network to produce quality visuals through commissions or barter.
“You don’t need a pro photographer,” he notes. Most people can capture decent visuals using smartphones. If a friend, family member, or creative teen’s shots lead to a booking, offer them a freebie.
Speaking of visuals, follow online travel agency (OTA) guidelines for photo/video format and resolution best practices. “They specify those rules so images look great on their systems,” Ross explains.
With a steady stream of visual assets, launch active (and free!) social media presences on Facebook and Instagram. “Be fanatical about posting consistently if this is your only marketing channel,” Ross stresses. Join local tourism conversations, share guest pics, and respond to all reviews.
According to Ross, those reviews provide powerful social proof: “They validate your service as much as star ratings for smaller properties.” Simply reposting positive reviews with gratitude can get you started.
Ross’s top tip: Create a content calendar. It’s like a game plan for your property marketing. Content calendars map out what you’ll post on social media, your blog, etc., for the next month. Pick a tool like a spreadsheet or app, list your platforms (social media, blog), and fill in the dates with the content you want to share (photos, videos, articles). Add details like titles and hashtags, leave room for last-minute ideas, and update weekly.
The Content Kickstarter.
For properties with some budget to spend, prioritise an affordable photo/video package to capture diverse visuals. “We’ve seen quality full-day shoots achieved for around R3,000,” says Ross. “Not the most experienced pro, but forgivable on small screens.” Use that visual library as the foundation for a consistent content calendar.
Ross’s top tip: If creating scroll-stopping posts showcasing your story is not your strong point, invest in writers and allocate the remaining funds to boosting those top posts.
Finding Your Authentic Tale.
Are you having trouble identifying your unique narrative? Ross suggests starting with the personalities and human connections that make your property special.
“Start with spotlighting the owners, staff, or even regulars,” he advises. “Those genuine bonds and passions resonate with guests.” You can then expand to other distinguishing features, like exceptional cuisine or stunning locations.
Map out your ideal customer personas and their journeys to find you, too. “Define if it’s German families exploring multi-generational travel, South African adventure buffs, or other profiles – then create tailored storytelling content for those interests.”
Ross’s top tip: Get collaborative! “Partner with complementary local businesses on cross-promotions, packages, or events,” Ross suggests. “It extends both your reaches while delivering coveted local experiences.”
Here’s your checklist for content marketing:
Daily.
Embrace the power of scheduling tools! Plan your social media content for the week in advance. This ensures a consistent online presence without the need for daily posting. Gather photos and videos from your team, like great property shots or fun staff interviews. Make minor edits to ensure they’re ready to share. Show your potential clients you care by responding to new guest reviews within 15 minutes. This builds trust and encourages positive feedback, making you stand out from the competition.
Weekly.
Dedicate an hour each week to review your content calendar and prioritise tasks for the upcoming week. This keeps you focused on attracting clients and filling those vacancies. Take those visual assets you gathered and turn them into engaging social media posts. Spend time brainstorming new blog topics that will grab a potential client’s attention. Think ‘5 adventurous things to do in [Name of Your Area]’.
Monthly.
Monitor your content to determine what resonates with your audience and what they read the most. This helps you understand what’s working well and where you can improve your content strategy to attract even more clients. Based on your findings, update your content strategy. This could involve creating more of the popular content driving traffic or addressing any gaps in your messaging to better connect with potential visitors.
Remember, consistency is key! By dedicating small chunks of time each day and week, you’ll have a steady stream of content that attracts visitors and makes your properties the hottest ticket in town.
Kickstart Your Storytelling.
- Gather Visuals: Hold a ‘photo contest’ with guests, staff, or friends. Offer a small prize (free night, dinner, or local product) for the best shot.
- Power Interviews: Conduct short (5-10 min) video interviews with your staff. Ask about their favourite guest interactions, what they love about the property, etc.
- Add it to a calendar: Download a free content calendar template. Plan posts for the next week, including your visuals.
