In 2014, Facebook previously reported that links in the link preview format receive twice as many link clicks on average compared to links that are in photo captions. Now lets take a look at Airbnbs active ads in Australia. Airbnb seem to have concluded that there are more opportunities outside of just private accommodation listings, and have now branched into partnering with tour providers, hospitality companies, and more to provide a more comprehensive travel-related site for the user. As a Consultant, shes dedicated to understanding audiences and helping brands lead a conversation that gives people a reason to follow them. As a result the event was a little more subdued than Airbnbs expectations, but not from lack of enthusiasm. They manage to cut the process down into 3 simple steps: Seems like a very simple process, right? *Numbers are accurate at the time of writing. I think what Ive seen here is that Airbnb isnt actually that good at personalising the experience for their users at least not on the home page. So bear with me while I explain them here, it will all make sense later . Why would Airbnb have this content pillar specifically? differentiation, hybrid and Blue Ocean. Ideally, each of these three elements should be optimized for differentiation. For Airbnb, it underlines everything they do and has transformed their site from a marketplace to a travel platform which engages users and hosts. It also seems like the most valuable content on the blog is that which focuses on acquiring new hosts. An accommodation platform would never offer experiences as a product, and nor should they. Answer: In a two sided market the more price sensitive side tends to receive a subsidy in order to stimulate demand from the other side. Referrals are more trusted than any other form of marketing. Even the button with the CTA of explore homes is just a bit dull. It genuinely makes me consider wanting to explore more through these actions, even if I dont start a conversation. I suspect it comes down to volume. Using information from the reviews theyve generated from previous guests, they can inform future guests that the host does a great job of making them feel comfortable, and that others have said the place is clean two often important pieces of information. The layout and the functionality of the site is what makes it so easy to use. The primary contributing factor appears to have been through keyword ranking growth, which as anyone who has followed our other case studies will know can be influenced by a number of other activities, such as onsite optimisation, backlink profile, and content marketing strategies. Its more than simply adding a button after the checkout process with Invite a friend or Share with a friend. This is an example of one of Airbnbs Superhost-themed posts. People appreciate stories about people, so this is very enticing content. It ensures prospects know that Airbnb have got them covered (in their words!). This does mean they cant share too much content which is specific to one location, and it also means they have to work a little harder at sharing content which is universally appealing. Luckily they have an extensive content catalogue which they can use to drive these backlinks but need to be more aggressive in promoting it, and perhaps create additional resources that are more backlink-friendly to really succeed in organic search. a) The keywords your competitors are ranking for that you are not. Import contact emails from Gmail, Yahoo or Outlook, Familiarity I know the person sending it in the photo. Differentiation strategy examples: Coca Cola. Why would a traveller rather use Airbnb than Hotels.com, Expedia, Trivago, or the myriad of other websites available? The report also comprises discussions of Airbnb marketing strategy, ecosystem and addresses issues of corporate social responsibility. Airbnb isnt a place where you book hotels (even though you can). Airbnb are very active on Instagram they share content to their Feed as well as to their Instagram Stories. Though in my experience, nobody has picked a location based solely on the accommodation. But from SEMrush we can see that organic growth has been stagnant for the last year. As to how people are arriving at this section of the site, this is likely through organic search, email traffic, and social promotion. The way its designed and the copy used is to help build instant trust and increase the likelihood of me accepting the invitation. Jason began his career at Webprofits as an intern and six years later he is now one of our leading social media specialists, managing a number of our long-standing Australian Fluid clients. . So, what can we learn from how the Airbnbs referral system mechanics and design work for them right now? In fact, you could argue that Airbnb is predominantly a B2B business. One strength of a differentiation strategy is that it builds on the unique qualities in a product. They created an upsell opportunity by providing a higher tier property that had been manually vetted to ensure the highest possible quality. This can be invaluable content for someone who doesnt know much about their destination, especially when Airbnbs premise is that they want you to live like a local. Every day, Hosts offer unique stays and experiences that make it possible for guests to connect with . 7. Many global brands are still trying to work out ways to build & integrate successful community marketing initiatives as part of their overall marketing strategy. Airbnb are running a big operation on paid search. However, theres not much to be gleaned from it for most businesses to be able to action, so well leave the home page review there for now. This period of updates was named the Maccabee Update by Search Engine Roundtables Barry Schwartz, and according to industry experts was focused around User Experience and impactful keyword permutations. Airbnb has purposely positioned this on the right-hand side of the page to make it clear that users can explore, find or ask any question desired which may be holding them back from continuing to use the platform or wanting to become a host. When it comes to the homepage, we are instantly presented with plenty of content we can view. 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. I dont think this works for all posts though. The way you invite friends to the platform is on purpose very similar to how other platforms work. Whats worked to their advantage is the creativity they have shown in getting users to engage with their stories and to keep clicking through. Netflix has exclusive content, Airbnb has exclusive homes, and Cameo offers access to a su Both Optus and Telstra use it for support and to answer any questions their customers may have Telstras bio states, Were here 247 to provide customer support and answer any Telstra questions you might have. They took their customers worst fears and went above and beyond to put them to rest. They could benefit from using their Instagram to tell more stories, as these are a great way to connect with people. Personally, I dont email my friends often, especially at scale, so having these two options makes it feel easy just to share via these channels where I talk to my friends all the time. If your business strength is that you have properties and people want properties, then thats what you should focus on. From then on, the sections appear in the same order that they did when I wasnt logged in, but the content within them changes sometimes. The report illustrates the application of the major analytical strategic frameworks in business studies such as SWOT, PESTEL, Porters Five Forces, Value Chain analysis, Ansoff Matrix and McKinsey 7S Model on Airbnb. Its their hosts which are their key customers; if their hosts succeed then they succeed. Heres a summary of each: A well-rounded and entrepreneurial individual with more than 10 years experience in working with and launching startups, Tam is skilled at managing multiple products simultaneously. I can see its about me and what I can earn if I become a host. Marketing Strategy of Airbnb analyses the brand with the marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion). Alongside their image-based content, Airbnb do share some video posts. Called The Acceptance Ring, people were encouraged to wear it to show their support and acceptance of same sex marriage. Airbnb Model can select one or more attributes that can uniquely . 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. Airbnb do have the luxury of having large-scale teams of data analysts & developers, but with new analytics platforms such as Mixpanel, measuring product growth and building attribution models have become easier even for smaller SaaS based companies or app makers. In terms of call to actions, Airbnbs most frequently used call-to-action in headlines is Search and Book Now. We did note from our research that the keywords the Neighbourhoods section are appearing in top positions for are all relatively low volume searches, and not high volume opportunities that would assist Airbnb with greater growth. This substantial difference in backlink profile will be largely contributing to the difference in non-branded keyword rankings, organic traffic, and also brand awareness. It sure was a long time ago. This further increases the scope of potential links they could be achieving.For example, Booking.com has 7 backlinks from the Referring Domain , Taps into the aspirational elements of travel through engaging imagery to encourage bookings, Encourages property owners to become an Airbnb host. The final call to action is also positioned with low intent language: Ultimately, I like how Airbnb have approach their landing page strategy and Im sure the breath of dynamically generated pages as well as their recommendation engine was resource intensive. Live there. For Airbnb, travel is about a personal, unique and local adventure no matter where you are in the world and we start to see this within the personalisation aspects of the platform. Clever. Its revenues can grow to $8.5 Billions an year by 2020. was a discussion of the generic and intensive strategies used by Air BnB to build a competitive advantage and grow its market share. Another benefit is that there is no perceived substitute considering that the organisation focuses on the quality and nature of the service (Arens & Hamilton, 2018). How did I determine this? Great job. Airbnb, the lodging colossus, has been prudent from the financial point of view. Key Differences. Whats clear to me is how much value they put on understanding their users, both guests and hosts, and building a strategy that speaks to them directly. This was really insightful. Mimic Airbnb's strategy by: Marketing your Airbnb as an experience, not just a building Community: How do Airbnb maintain and grow their online community, and what part does that play in their business growth? If Airbnb Plus is an example of a product upsell, their Experiences are a great example of a cross-sell. The Airbnb homepage is currently receiving 57.82% of all traffic to the website, with it ranking for 3,929 keywords. What Airbnb offer isnt a cheap place to sleep when youre on holiday, its the opportunity to experience your destination as a local would. When it comes to keywords, Airbnb is limited only by the locations in which they have a presence. However, they are easily imitable and do not offer strong differentiation for Airbnb in the long term. Then underneath, we dont see the email option to send a personalised invite right away. I wouldnt say Airbnb have exhausted their growth when it comes to accommodation rental, but most travellers are aware of who they are and what they offer. Both could be applicable in the below scenario. By positioning themselves as a way to experience travel, rather than as an accommodation booking engine, they were able to connect with a segment of the travel market who felt their options were fairly limited. It seems as though that previous history doesnt seem to influence the options Im presented with. But I wont just look at the personalised elements, Ill also share insights on their messaging, imagery, layout, and more. It helps a customer to have a personalized experience. Airbnb also make a point of their key USPs, which include: 24/7 customer service, global housing requirements compliance, and all star hosts. But this expansion has also put the spotlight on content and localisation, both for guests and also for hosts using the platform. On average, Airbnb post every 3-4 days on Facebook, in comparison to Instagram where they post almost daily. We helped one company grow from $25M to $190M revenue in 4 years, and we work with challenger brands that want to make a serious impact in their industry and have the resources (and the will) to make it happen. 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. Each city has its own forum where the hosts can discuss the local issues or services specific to them. At Webprofits when weve split-tested using an image with a link in the copy versus a Link Preview, on average, the Link Preview prevails.
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airbnb differentiation strategy