This is a great way to achieve higher ad rank by ensuring great alignment between your ad copy, landing page experience and most importantly, the users search query. But I wont just look at the personalised elements, Ill also share insights on their messaging, imagery, layout, and more. Similarly to their video content, the posts which link back to their websites are often shared across their Global Facebook Pages, rather than being specific to that location. It serves as a broker between suppliers and consumers, receiving a commission of 9% to 15%. In addition, they offer more information about becoming a host. Then underneath, we dont see the email option to send a personalised invite right away. . Something I found of interest and that may have had an impact on Airbnbs 2017/2018 growth was that there were several small Google algorithm updates made in December 2017 an unusual time for updates due to the impact these changes can have on eCommerce. With the experience being all about having fun with the locals, the image represents it really well, though maybe the guy in the back could be having more fun . Theyve used a custom link shortener for a number of years now (http://abnb.co) which usually provides you with the option to track who is clicking on the link, but thats it. Lets take a look at the non-personalised version of the home page first. Airbnbs call-to-actions place greater emphasis on booking than they do on browsing/search. Its their hosts which are their key customers; if their hosts succeed then they succeed. And like most marketplace sites, the buyer often wants information about the supplier to know if whats on the page can be trusted. If youve ever cracked open or lugged around a lonely planet or rough guide book, then youll feel a huge sense of gratitude for Airbnbs Guidebooks. Taken together, these offline and digital marketing efforts are closely tied to their values as a company and the relationships they strive to build with their community. Its now that we see the other options of sharing referral via different channels such as messenger and email. And the final important screen is you have the option to share the link directly via other channels such as Facebook & Whatsapp, similar to the experience on mobile to share with guests. The image is great, it looks like a well designed, high quality home, but the header and description leaves a lot to be desired. Its basic copywriting psychology you need to instantly show value right up front, which Airbnb have done here. 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. Make sure to plan carefully for the best results. Nothing sums this up better than their Dont go there, live there campaign. Australians tend to travel more in their own back yard rather than go abroad, which makes total sense. The majority of their image posts feature an Airbnb listing, utilising user-generated content (UGC) which gives the brand a very authentic and relatable feel. Their main objective with Instagram content is to generate engagement & awareness and, where possible, they will try and prompt users to click through to their website, either through the link in their bio or by using the swipe up to learn more option in Stories. 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. Following a platform business model. Business Strategy Consultant, Design Thinker. Content marketing is a marketing strategy based on creating and sharing relevant content. It would be interesting to know if they did this intentionally in order to keep the user on Airbnbs site due to the similar experience, instead of allowing the user to go offsite to a location where they would see competitor listings. Airbnb. One of the primary advantages of differentiation is that it is inherently costly. What has Airbnb done well? Someone without an account/not even a host can make a post. Precisely speaking, the success of Airbnb leans on the variety of suppliers ranging from small rooms to A-listed buildings ( Airbnb, n.d.). According to our headline analysis, key messaging for guests includes: For branded search terms, such as Airbnb Sydney CBD, Airbnb put greater emphasis on the appeal of staying with a local host: Whereas for competitive non-branded terms like Perth accommodation or Brisbane accommodation apartments, Airbnb are more inclined to showcase their starting price or one of their points of difference like their cancellation period. Even the description in the sub header is better, mainly because it says who its for. Global presence makes it an easy choice. They allow them to not only keep their brand front of mind but the exact location/s someone has been browsing for their next trip what better way to drive a sale? The focus of competition: -Unique product features -Service -New product launches -Marketing and promotion Competitive advantage achieved when: As Principal Consultant in the Search + Content Marketing team and a Growth Lead at Webprofits, theres nothing Jacqueline loves more than creating data-driven results and using investigative tools to develop a clients strategy. For existing hosts and prospects, Airbnb host a beautifully-designed and well-planned UX host community portal called the Community Centre. 6,430 Referring Domains of note, while more links are likely to have been built to the site since its inception, there will always be lost links as time passes due to pages being removed from this party websites, listings being removed the Airbnb site and no redirect being put in place, and whole websites being shut down. When it comes to landing pages, they mostly feature local imagery to help provide a more relevant result, and it would seem they are testing short form pages against longer ones to see which converts better. Airbnbs timeline is varied in terms of post content and types. Building on this approach, I would also be looking to remarket to anyone that opened the email via Facebook, Display, or Gmail ads with additional information or incentives for them to register as a host. As widespread COVID-19 vaccinations make a return to travel more likely, here are three use cases where travelers may choose Airbnb over hotels. Airbnb have a reputation for using personalisation arguably better than any other big brand business in the world. The way its designed and the copy used is to help build instant trust and increase the likelihood of me accepting the invitation. We can see that that Recommended for you tiles have changed, and Im assuming the ones displayed are based on my browsing habits. If Airbnb Plus is an example of a product upsell, their Experiences are a great example of a cross-sell. Heres an example of Airbnb adding to the conversation in the comments of one of their posts. Clicking the show all link at the bottom takes me to a new page that explains that these are actually the top rated homes around the world. Consistency is key here as if it is not consistent, its harder for Googles spider bots to crawl the website, leading to longer indexation times and reduced impact when changes are made on the site. Apart from the images, the screen displays most of the top level information you would want to know about the property at a glance: The headline, the location, the price, and the number of bedrooms, bathrooms, and guests. First thing that strikes me is just how simple it is. Available for free on the Airbnb website, more than 200,000 were ordered within three days of the campaigns launch. They have a huge site so it wouldnt be easy, but there are a number of on-site optimisations they would need to make if they want to compete against the likes of booking.com or Wotif. 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. This format allows you to take up as much real estate as possible on a persons Feed. In its simplest form, Airbnb is an accommodation booking engine. The next section makes a lot of sense jump into the upsell. However, to some extent it has also used cost leadership. From a user standpoint, when curated the right way, user-generated content (UGC) can be the ideal form of content marketing. And once you press Share your Link, you come to this screen. Through differentiation generic strategy, Airbnb positions its product offerings in a way to stand out and be different from the available alternatives. Everything from the home page to specific pages, there are numerous core UX elements to illustrate an engaging community of hosts and desired actions. Besides sophisticated digital campaigns, Airbnb has contributed to traditional, even old fashioned, marketing channels in unique and highly aesthetic ways. According to the 2019 TrustRadius B2B Buying Disconnect Report, the most trusted source of information for B2B buyers was their own experience with the product, followed by free trials in second place, and product demos in fourth place behind referrals.Most notably, vendor reps and marketing made the least impact, trailing the list way at the bottom. If you are familiar with the search engine optimisation space, its likely youve run into the term backlinks before. Based on this report, its clearly evident the differences in high volume keywords between the three brands, with Airbnb largely trailing behind the other two. So that in itself is the whole sign up process pretty impressive how streamlined it is, right? A lot of the invitation mechanism is the same above, just done in a different experience with mobile considerations. In the mobile app, we can see Invite Friends which stands out. Guidelines and tips. The plan provides an analysis and evaluation of Airbnb by reviewing the company's strategic management, profitability and market competitiveness. "Strategy and the Internet." Harvard Business Review Mar. Well come back to this shortly, but this is a great example of message-matching at scale. They could benefit from using their Instagram to tell more stories, as these are a great way to connect with people. Although they are sharing some video content, Ive noticed that this is usually content which isnt localisedand, when switching regions on the Facebook Page, you can see that theyre sharing much of the same video content across different countries. According to SimilarWeb, approximately 12% of Airbnb.com.aus total website traffic is via paid search. This special feature that Airbnb have included has the ability to import contacts via Gmail, Yahoo or Outlook with ease (Ive done this before and its great!). Not all businesses are lucky enough to have a recognisable logo that they can use as their Page profile picture but, as a globally-renowned brand, Airbnb have that privilege. Certainly not at the expense of anything else that was already there. You could argue, why does this matter to me? The second "B" in B&B (as in "breakfast") is the biggest distinguishing feature. Ill bring them up next to each other so its easier to see. This is clever by Airbnb. Sure, theyre recommended (I assume theyre the most searched for locations globally, or from my location) but theyre not personalised so why not just say Most popular? How did I determine this? So, what have Airbnb done to construct and generate one of the best communities in the world? For example, when they share an image separately instead of using the Link Preview option, I see this as counterproductive to the objective at hand, which is to drive people to a website, and Link Previews have been created by Facebook to provide Page owners with the easiest, most conversion-focused way of doing this. The examples weve highlighted here show how Airbnb convey their values in order to resonate with an audience who also have strong values that inform their purchasing decisions. document.write(new Date().getFullYear())
As you would expect for a site like Airbnb, the majority of their backlinks have been achieved through travel-related content, such as articles on a certain destination, links from travel-related companies, and links in media and forums. Brendan brings both an analytical and creative mindset to his portfolio and is always ready for a challenge. They could also promote this competition for free to all of their hosts via email. . In a differentiation strategy Airbnb Model can seek to be unique in its industry by providing a value proposition that is cherished by buyers. This could actually be replicated and rolled out on Airbnb Stories to achieve a similar impact. Openness and belonging are at the heart of Airbnb its at the core of what we do every day. Download this case study as a PDF and read it whenever you're ready. Being the experienced brand with strong foothold, the company uses differentiation as a tool to reduce the pressure by other brands. These 300-400 word stories are poignant snapshots of how an Airbnb users life has been impacted by using Airbnb while travelling and immerses potential travellers in the spirit of adventure, curiosity and connection. Its a great UX and user-generated content strategy. 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. Airbnb partnered with local photographers to really capture the essence of the area from a native perspective, inspire viewers, and create a connection to the locale. Here are some more that you may want to consider. Airbnb has established a clear onsite content strategy which aims to engage and inspire their guests to stay on the platform and book a bed or experience. Ive seen many websites where the image looks wonderful but affects the functionality of the website, and I think its criminal. [1] Gmelich, K. (2019) Airbnb Says It Made a Profit Again in 2018 Bloomberg, Available at: https://www.bloomberg.com/news/articles/2019-01-15/airbnb-says-it-made-a-profit-again-in-2018-as-ipo-looms-large, [2] Platform Business Model explainedin under 100 words (2019) Deloitte, Available at: https://www2.deloitte.com/ch/en/pages/innovation/articles/platform-business-model-explained.html, [3] About US (2019) Airbnb, Available at: https://press.airbnb.com/about-us/, Interpretivism (interpretivist) Research Philosophy, Segmentation, Targeting & Positioning (STP), https://www.bloomberg.com/news/articles/2019-01-15/airbnb-says-it-made-a-profit-again-in-2018-as-ipo-looms-large, https://www2.deloitte.com/ch/en/pages/innovation/articles/platform-business-model-explained.html. That that Recommended for you tiles have changed, and Im assuming the ones displayed are based creating. They succeed using personalisation arguably better than any other big brand business the... 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