As we said recently, one of the things you should do before you start out on your social media marketing is to freshen up your online content and have a plan to keep it varied and changing.
Your audience needs good reasons to return to your timeshare website, and one of the strongest pullers is great content that is regularly updated and that offers something of value every time.
Top question: what’s in it for your audience?
One of the first questions you should ask before you produce any kind of content is exactly that: why will someone want to engage with it? What benefit are you offering people in exchange for their time and attention?
Whether you are reaching out to (potential) timeshare owners or to industry partners, you need to know your audience. Think about the people you’re writing for. What do they want? What will motivate them to read?
Identify one or more benefits that you will deliver in your content. These can include a combination of news, advice, information, entertainment, humour, and so on. The important thing is that the benefits of consuming your content have to be clear to your audience and also valuable and desirable to them.
Remember: people are not interested in timeshare or in your resort for its own sake. They are either looking for a holiday experience, or for ways to profit by doing business with you. So make your content about them first and foremost, and about how you can help them find what they are looking for.
How to make your content shareworthy
Create content that people will want to share. Easier said than done, right?
Well, once again, if you want to increase the chance that people will share your content, you need to think a little about what will motivate them to do so.
In a blog post about the psychology of social sharing, Garrett Moon cites a study conducted by The New York Times Customer Insight Group that gives the following 5 main reasons why people share content.
- To bring valuable and entertaining content to others. 49% say sharing allows them to inform others of products they care about and potentially change opinions or encourage action
- To define ourselves to others. 68% share to give people a better sense of who they are and what they care about
- To grow and nourish our relationships. 78% share information online because it lets them stay connected to people they may not otherwise stay in touch with
- Self-fulfillment. 69% share information because it allows them to feel more involved in the world
- To get the word out about causes or brands. 84% share because it is a way to support causes or issues they care about
You can see that the altruistic and relationship-building nature of sharing stands out, as well as more direct personal benefits, such as feeling good and cultivating a personal image.
Keep these points in mind and check against them to see how each piece of new content matches up. The secret to creating shareworthy content is to try and tick as many of those boxes as possible for your audience.
On keeping things fun and varied
Your content as a whole is crucial for making a great first impression when people land on your website. Timeshare is meant to be fun, so make sure that fun shines through in everything you create. Even if you find yourself having to talk about paperwork, taxes, and other uninviting legal issues, remind your audience that the good times are just around the corner.
Photos and videos are excellent for conveying life and energy, so post as many as you can, both on their own and to accompany your written posts. Engage your site visitors with action (or tranquility) and colour. Give them a taste of what it’s like to stay at your resort.
Also, be sure you have content that speaks to all your most important customer segments, such as families with children and older retired couples. Different groups of people naturally expect different things from their timeshare holiday experience, so create content that clearly shows you can provide what they want.
You should also have proper landing pages that describe all the different aspects of your timeshare product. This lets you choose the most suitable landing page each time you link to your website.
For example, if you are engaging with participants in a local sporting event, you might want to link especially to landing pages that talk about your resort’s sporting facilities, gym, swimming pools and so on.
Post about your timeshare resort… and beyond
Remember “location, location, location”?
A big part of selling your resort involves selling the destination.
While a lot of your content will be related to your resort and facilities, you also need to post regularly about the surrounding area and what’s going on. Create content about seasonal feasts and activities, the local cuisine and culture, events and anything else that will be of interest to your owners.
As we just discussed, you are creating content to give people a feeling of what it’s like to be there, so keep the good vibes and energy going.
If you don’t have a calendar of events and activities in and around your resort on your website, add one and keep it updated with the latest information. This will be a great point of reference for your audience, and also for yourself as you plan out your upcoming content.
Crafting engaging content is somewhat of an art. Above all, it’s a skill that improves with practice. You’ll create some posts that fly and others that flop. It’s the way things go.
Keep at it. Check your analytics. Learn more about your audience and what they like. Create more of what works and be brave enough to try out new things too.
And (this can’t be said enough) have fun with your content and give people a sense of the happy times and experiences they can expect from your timeshare resort.