Social Media Marketing Initiatives
We have introduced a content creation / influencer stay clause into our management agreement.
This is due to a rapidly evolving market; a market where we recognise the importance an online presence has, which has now become the driving force behind many marketing strategies. Well produced and appropriately targeted content can really connect a company to its consumers and build relationships in ways that weren’t possible before. Since there is so much information we are inundated with everyday, it is important to find ways to stand out. So the need for professional, compelling, performance-based content is necessary to build your authority and trust in your property with our target audience, and to ultimately generate more sales to the right client base.
Therefore as part of our online content strategy and creation plan we will be including working with content creators. They will be carefully selected to make sure that they are aligned with our brand and our core values, as well as the audience we wish to attract to your property. Some of the content creators we will be working with will be on a trade exchange basis and some will be paid. A significant amount of planning and talent goes into a successful piece of content, and our marketing team carefully screens and vet the many opportunities we receive daily so you can be assured that we’re only presenting qualified projects to you.
Why work with content creators
A content creator is responsible for the ideation and creation of content that connects a brand or entity to its prospective audience. It encapsulates copywriting, design, production and other media that provide value and connect us to your target audience. Matching search intent and providing value (to the consumer and brand) is the foundation of successful content creation. You could benefit through increased visibility, better generation of quality leads, better ranking for relevant keywords and a general improvement of your property’s online presence.
Our objectives and deliverables are to get a portfolio of lifestyle images and short films that tell / sell a story. A story that touches people emotionally, that makes them want to stay in your property and visit Cape Town. To achieve this the content creators will be required to stay in your home for a few nights, and to enjoy the full experience so they can share the story in a way that is organic and can connect with their audience. We believe these initiatives are more scalable, and less costly, than the traditional, more expensive and more curated inorganic option of hiring photographers, film crew, models etc.
The primary bonus factors are that they generally have their own following, which brings opportunities for a new source of bookings. Some creators are also writers for various online publications so the opportunity of getting featured and raising one’s profile and reputation in the travel industry can not be pushed aside.
Another item to note is that it is not so much about the number of followers they have, it is more about the engagement they have on their posts. But beyond all that is authenticity, industry respect and are they speaking to our target audience.
We’ll always ensure that the selection of a content creator will not jeopardise your ability to earn good quality revenue, and typically we will target dates between two reservations where the likelihood of a new booking wouldn’t be high and secondly we will only place these initiatives in a last-minute environment; ie: we wouldn’t block out the calendar for a period more than 30 days in the future.
As always, we’re open to feedback but we’ll be proceeding with the initiative in your property soon. If you’d like to collaborate on it with us or have any suggestions on what you’d like to see then please do let us know.
For more info on the benefits of Influencer stays and how it promotes marketing, please read here.