Be sure and check out my FREE Instagram Action Plan Audio & Workbook
Find me and follow me on Instagram:
Follow Happy In The Keys
Follow The Yurtopian
Follow Spoon Mountain Glamping
Follow The Lodge On Twinkle Lane
Follow Cooper Landing Lodge
Transcript
Every single kind of business, his own Instagram, creating content, you are
Speaker:a tourism business. Owner you are a tourism business
Speaker:marketer. Tourism is hot on Instagram and it's
Speaker:one of the easiest business models to get attention on Instagram, in this episode,
Speaker:I'm going to share a few of my favorite. Favorite accounts. That you can emulate
Speaker:as well as ways that you can create a theme for your
Speaker:account, so that it's easier for you to know what
Speaker:kind of content you need to create an amazing
Speaker:Instagram account. I highly encourage you to
Speaker:get started with Instagram, and hopefully see that it
Speaker:can be a great resource for you to
Speaker:attract new guests, to attract interest,
Speaker:to attract people that you can network with in your area.
Speaker:This episode actually comes from my series on Instagram
Speaker:called the Instagram action plan. Audio. And I'll tell you more about that
Speaker:at the end. Stick around and learn how you can get started using
Speaker:Instagram.
Speaker:instagram has been around since around 2010. I
Speaker:believe I started Instagram as soon as it came out because I
Speaker:love photos. I love photography. I love taking pictures. And
Speaker:when it first started, it was just a photo app and it has developed and
Speaker:developed. And of course, Tik TOK. Became all the rage. And so
Speaker:the short video, the real format became very
Speaker:popular. Now it's really a hub of
Speaker:where you can have all sorts of different types of
Speaker:content. And I'm going to go over the different types of content in a later
Speaker:episode. But where you can have all of this content that's geared
Speaker:toward your target market. And it is such a
Speaker:great place to share video, to share
Speaker:images, to share updates and and you can help them get
Speaker:to know you and your properties better. Instagram is a great
Speaker:place for marketing because all of the
Speaker:target markets are out there on Instagram, all the age groups. My
Speaker:72 year old mom is on Instagram and my 21 year old daughter is
Speaker:on Instagram. Now, yes, there are age groups that are a little bit more prevalent,
Speaker:but that's okay. There's still millions and millions of people
Speaker:within all age groups and all demographics that are on Instagram,
Speaker:actively searching for travel inspiration. And that's another
Speaker:really exciting. Point about Instagram is
Speaker:that travel, even though engagement is down across the board.
Speaker:For most business types and most content creators
Speaker:travel content is still getting
Speaker:engagement, getting likes and shares and views and.
Speaker:Comments. So you as a travel marketer, have a great
Speaker:opportunity to share that type of content. Get new
Speaker:eyeballs on your content. Get new eyeballs on your listing. Create
Speaker:conversations around your brand and around your vacation rentals
Speaker:and around your destination. It is such a great
Speaker:platform to generate interest and what I
Speaker:call FOMO. The fear of missing out. I
Speaker:use that term a lot when I'm speaking to my clients and students
Speaker:about marketing because travel, marketing, destination,
Speaker:marketing, vacation, rental marketing. Is about creating
Speaker:this sense of, I can't wait in your followers whether
Speaker:that's on your website or even in your. OTA listings.
Speaker:And on your social media, email marketing, all the places where you
Speaker:are actively marketing your properties. Part of what you're doing is
Speaker:creating this FOMO. And in order to create the
Speaker:FOMO, the fear of missing out. You have to understand
Speaker:your target market. And I call this your perfect guest
Speaker:avatar. This is the person that your properties are best
Speaker:suited for the people that you want to do business with. Not just one
Speaker:avatar. You may have several. if you have several properties or different
Speaker:seasons, you can have several avatars, but I want you to really hone in
Speaker:on what your avatar wants to see from you. I have a
Speaker:saying generic marketing is bad marketing. And what
Speaker:that means that when you're generic, when you're showing very generic
Speaker:content, for example, an image of a beach, then
Speaker:that speaks to people who love beaches. That's the entire world who loves
Speaker:beaches. But what if that beach image is actually of a
Speaker:mom watching her kids have a great time on the beach. That speaks
Speaker:to moms and the experience that they want to create for their
Speaker:family. Or maybe it's a couple of walking hand in hand along the beach, or
Speaker:maybe it's a couple with the dog or kids with the dog, different
Speaker:experiences, speak to different people. And when you can
Speaker:target that audience with your marketing, with your
Speaker:content, then you can create this sense of FOMO. The
Speaker:rest of this episode is going to be talking about
Speaker:themes. I want you to think of the themes as the
Speaker:overarching reason behind your
Speaker:Instagram. It's what you talk about. It's what you share. And when
Speaker:you have that theme, Then it's so much easier to
Speaker:create content. Again, your theme is based on
Speaker:your target market, but it's also based on you and your
Speaker:properties and your destination and the experience that you're
Speaker:creating. There's a lot that goes into it. Your USP goes
Speaker:into the type of theme you want to have on your Instagram. That's
Speaker:the unique selling proposition. What makes you different? What
Speaker:differentiates you from your competition? When you're thinking
Speaker:of your Theme for your content. I want you to think about your
Speaker:USP. And your target market and put it all
Speaker:together. So the four themes that I have come up with in used
Speaker:for the most part, when I work with clients. One is the destination
Speaker:discovery. And I'm going to go back through these and explain a little bit more.
Speaker:So destination discovery. Curated
Speaker:experiences. Exceptional
Speaker:experiences and heartfelt hospitality.
Speaker:As I go through these think about which of these appeals more to
Speaker:you. Sometimes you may start with one and then gravitate
Speaker:toward another, as you start developing your content. So
Speaker:destination discovery, this theme, invite your followers
Speaker:to explore your destination. You're going to be
Speaker:highlighting local attractions, the hidden gyms the
Speaker:local favorites. Relaxing and welcoming
Speaker:accommodations that create that experience. They're in
Speaker:the perfect place to enjoy. This experience that you're trying to
Speaker:create. You're going to be talking about the things to do in the area. You're
Speaker:going to be sharing some of the. Wineries breweries, and again,
Speaker:going back to your target market and what they want to see from you
Speaker:going back to that perfect guest avatar. The destination discovery
Speaker:theme is perfect for you. If you love everything about your
Speaker:destination. And your target market. Wants a lot
Speaker:of ideas for things to do. So if you're a property management company or
Speaker:you have several different types of properties that appeal to different
Speaker:target markets, then this is great for you. but it's also great for you. If
Speaker:you just want to promote your destination, and you usually
Speaker:either live in this destination or visit it often. You
Speaker:can create a lot of content. that's definitely an, a very
Speaker:important part of the destination discovery theme is having that
Speaker:content. Of course, there's lots of ways to get that content if you're not there
Speaker:all the time, but that does make it quite a bit easier. A great
Speaker:example of the destination discovery theme is
Speaker:from. Happy in the keys. I talk about happy in the keys. A
Speaker:lot. They were a client of mine. I still work with them pretty often
Speaker:and they just have it all going on. So that's why I bring
Speaker:them up so much. Marty who owns happy in the keys and her
Speaker:husband? They have an incredible host there,
Speaker:at the properties and marathon named Sean, he and his wife,
Speaker:Jackie manage their Instagram account and their social
Speaker:media. And Jackie is. An Instagram expert. In her
Speaker:own. But she really has created. A wonderful
Speaker:experience with the happy and the keys, Instagram it's
Speaker:at just all one word, happy in the keys. And they
Speaker:share tons of things to do one of Marty's,
Speaker:focuses is that she wants her guests to experience what it's really like
Speaker:to live in and in the keys in a luxury
Speaker:property. So two. Have those luxury keys
Speaker:experiences. Her properties are very outfitted
Speaker:for, with pools and docks and fishing
Speaker:and all the things to do boat they're beautiful homes you don't even have to
Speaker:leave the place to enjoy the experience I've been there. But
Speaker:there's still a ton of things to do in the keys. And Jackie and her
Speaker:husband, Sean, and Marty do a great job of sharing those.
Speaker:Things to do in the destination. They do great stories about
Speaker:date nights and weekends and the sandbar Sunday,
Speaker:every Sunday, they show videos of, being out on the sandbars
Speaker:and. Their dogs enjoying the day, the kids.
Speaker:So check them out and you will see lots of
Speaker:ideas for how you can share your
Speaker:destination, and all the things to do in your destination while
Speaker:also highlighting that your properties. Are the perfect
Speaker:place to experience. The beautiful destination and
Speaker:all that goes with it. The second theme is curated
Speaker:experiences. And this is like the destination discovery theme,
Speaker:except this is really much more highly targeted. So
Speaker:this aligns very specifically with the experience
Speaker:maybe it's eco tourism, historical tourism, foodie,
Speaker:tourism, maybe it's dog friendly tourism, So this
Speaker:theme allows you to tailor your content to. The specific
Speaker:interest of your target markets? Choose a theme that aligns with
Speaker:the things that your destination offers. But also with your own
Speaker:interests and how your experience is perfect home base
Speaker:for the people that are staying with you skiers, hikers,
Speaker:outdoor adventures, A great example of the curated
Speaker:experiences theme. Is a friend of mine
Speaker:Cooper landing lodge. She was in one of my,
Speaker:I think she was in the second round. I did have my, group
Speaker:coaching. Program. Her name is Amber and they, she and her
Speaker:family have a lodge in Alaska next
Speaker:to a river. I want to go here so bad. I want to
Speaker:surprise my husband with the trip to their cabin. They live
Speaker:there nearby, and then. All of their
Speaker:Instagram, all of their social media is around
Speaker:this experience of being in
Speaker:Alaska and fishing and hiking and
Speaker:going out in the snow and enjoying the beauty of
Speaker:this Alaskan getaway and wildlife and nature and
Speaker:birds and fish and bears and just
Speaker:so many really exciting adventures. That she and her
Speaker:family. She has three teenage boys. And her husband
Speaker:and just all of the things that they do. That you can
Speaker:experience, if you were to stay at her property,
Speaker:Cooper landing lodge. I'm just right here as I'm going through
Speaker:her photos, I'm seeing photos of her kids in the kayaks
Speaker:bears fish, huge fish. People
Speaker:fishing, people sitting around campfires. It's a very
Speaker:curated feel. There's not a whole lot of
Speaker:extras. You don't here's one picture after I'm scrolling through for several
Speaker:minutes, there's one picture of a pizza. But everything is
Speaker:nature and outdoors and being outside and enjoying
Speaker:the, what you would go to Alaska for, which is nature
Speaker:and outdoor experiences. And she also shares reviews
Speaker:as well. And photos from inside but almost her entire
Speaker:feed is taken up by the experience, the
Speaker:curated experience of her destination in
Speaker:Alaska. The next theme is
Speaker:exceptional experiences. And this theme
Speaker:uncovers the unforgettable aspects of your guest
Speaker:experience from your one of a kind accommodation. If you have
Speaker:a really unique stay, or you have,
Speaker:extraordinary. Amenities, personalized
Speaker:details. Luxury accommodations, glamping,
Speaker:tents,. Luxury beach homes. This really speaks
Speaker:to the experience that you're providing your guests
Speaker:in this theme, maybe your guests don't really even need
Speaker:to leave your property to enjoy their vacation. This
Speaker:works really well. If you are in multiple destinations as well,
Speaker:and you can speak to the experience that you have
Speaker:now with the exceptional experiences, you also want to create
Speaker:some content about the things to do in the area with the
Speaker:exceptional experiences theme, you're really putting your
Speaker:property in the experience in your property. At the
Speaker:center of your Instagram. This is
Speaker:really going to be heavily focused on the
Speaker:experience that you provide your guests while they're there. They don't
Speaker:even have to leave. So think of a resort feel, or
Speaker:if you not in your destination often, but your property is.
Speaker:Big and beautiful or nice and has a shift's kitchen and
Speaker:these little extras that make it an experience onto itself. And this
Speaker:is a great theme for you to use. So the examples I have
Speaker:for. The exceptional experiences theme are both two
Speaker:clients of mine and two friends from Wimberley.
Speaker:One is spoon, mountain glamping. I also talk about them quite a
Speaker:bit, and I'm working on a case study. For. Everything that I've put into
Speaker:place for their business over the last couple of years, they have glamping
Speaker:tents and almost all of their Instagram feed
Speaker:is taken up with what, how to experience glamping
Speaker:in the hill country. The beautiful sunset, relaxing on the
Speaker:patios. They have bubble baths watching the
Speaker:birds and the deer and all of that. It's all about the
Speaker:experience. They're at their glamping property. Now they do.
Speaker:Do share. Things to do in the community on
Speaker:occasion, but probably one out of every 10
Speaker:photo is something to do in the area where the rest
Speaker:are. Getting a massage on the back deck or laying in the
Speaker:hammock and enjoying the sound of the birds, those kinds of things. And the
Speaker:year topian is also glamping outside of Austin.
Speaker:They they have had a ton of
Speaker:influencers who have come and stayed and media. Coverage of
Speaker:their experience. So she and Tyler, the
Speaker:owner has a curated collection of photos and
Speaker:videos. From all of the influencers who have stayed with
Speaker:them, friends and family who have come, and she
Speaker:just has a ton of great content. They have
Speaker:beautiful decks that overlook the hill country. They have hammocks, they
Speaker:have hot tubs. They have these gorgeous Mongolian tents with
Speaker:hand painted. Beautiful, bright color doors and
Speaker:beds in the transom that holds the dirt up from the
Speaker:inside. I keep saying Mongolian tents. I hope she doesn't
Speaker:hear this because she gets onto me for San tents when it's a
Speaker:yert, which is completely different from a tent. It's really cool.
Speaker:I'm going to be going there tomorrow too. To see one of them. So.
Speaker:Just like Yvette was spoon, mountain glamping. They're sharing
Speaker:their own unique experience.
Speaker:And so that's another really good example of
Speaker:the exceptional experiences theme and then there's
Speaker:heartfelt hospitality and this theme works well
Speaker:for you. If you're in multiple destinations. but you
Speaker:have a heart for hospitality. You have a heart for
Speaker:creating a really cozy. experience, you have lots
Speaker:of thoughtful touches and you have a real love of welcoming guests
Speaker:to your properties. And you want to share your destination content,
Speaker:but a lot of your content is just about how cozy and
Speaker:warm your properties are. Really good example of
Speaker:the heartfelt hospitality theme. Is one of my favorite
Speaker:new follows. I started following her recently. And
Speaker:she, Amanda has created the lodge own
Speaker:twinkle lane in Carlton landing,
Speaker:Oklahoma. And her entire Instagram is
Speaker:mostly made up of how amazing her
Speaker:hospitality is. What kind of a cozy and
Speaker:wonderful atmosphere she has created. Now, she has a
Speaker:podcast, all about things to do in her area. She also has
Speaker:a travel guide that she shares. So she knows a lot about the area.
Speaker:She helps people have a really. Good time in
Speaker:her small town. But when you're looking through the photos of her
Speaker:property, you can really see how much she cares about
Speaker:providing an amazing, comfortable stay she's
Speaker:into Eco friendly, environmentally friendly
Speaker:and environmentally sensitive cleaning supplies and products. She's into a
Speaker:chemical free lifestyle. Low talks. Fragrance-free all of
Speaker:those things. So she cares about. Those types of things in her
Speaker:home. So you can see that throughout some of her photos that she
Speaker:shares. She also has lots of photos of
Speaker:people reading in corners of the property, in a
Speaker:shade, under a shady tree or in the corner by a fire.
Speaker:Smores coffee cups. Just the
Speaker:stacks of dishes and she shares really nice
Speaker:photos of her amenities. Really good. Up
Speaker:close photos of the amenities that really show you that she's putting a
Speaker:lot of thought. And detail into in, into
Speaker:the experience that she's creating, that she cares about
Speaker:the experience that our guests are going to have there. And she's
Speaker:sharing her hospitality. She shares a lot of her reviews.
Speaker:She has an entire series that
Speaker:shares the the. The herbs and spices and kitchen.
Speaker:Utensils and appliances. And so many of the
Speaker:other little. Things that make her stay very
Speaker:comfy and cozy and wonderful. The soaps and
Speaker:the bath products and the throws and the
Speaker:decor. It's just really, she does a really
Speaker:good. Job. She also loves to read,
Speaker:and that is very evident because she has a really
Speaker:great library in her property that she shares. She also does a
Speaker:really great job of sharing about her family and about
Speaker:the reasons that she has. Created this space and
Speaker:created this this experience you can just see it in
Speaker:everything that you read and the photos that she takes. I really have
Speaker:enjoyed getting to know her through her personal and
Speaker:her business, Instagram. I want you to think about the
Speaker:themes that I have gone over and think about how you
Speaker:can fit your content into one of these
Speaker:themes. So I want you to think about which of these has
Speaker:resonated most with you. Think about the images that
Speaker:you have, or that can be readily available. What you
Speaker:know about your destination, who your target audience is,
Speaker:who is your guest avatar and what are the things that are going to
Speaker:appeal to them? The most? Maybe create a bullet
Speaker:point list of your favorite photos or the
Speaker:favorite, um, the questions that people ask.
Speaker:However, you come up with the theme that you're going to use for your
Speaker:Instagram. Is really going to guide you. In
Speaker:all of the content that you share and that's your stories and the
Speaker:reels and your, um, just the static posts.
Speaker:Just remember that when you have a unified look and
Speaker:feel to your Instagram account, and when you know that
Speaker:you are focusing on a particular type of
Speaker:experience, In your Instagram, that people are going to
Speaker:recognize your images and your videos as they come through the feed,
Speaker:especially if you're using some brand imagery
Speaker:consistently. Um, And it makes it so
Speaker:much easier to create content when
Speaker:to plan content, to know what you're going to post next week.
Speaker:It's just so much easier. Now I
Speaker:want to mention that this episode is actually taken from the
Speaker:first episode of my Instagram action plan, audio
Speaker:series. I edited a little bit out of it, but if
Speaker:you want to sign up for that, there are five. Additional
Speaker:episodes. This was episode one of that series. There's five
Speaker:additional episodes. It's all free. It comes with a workbook. I'm
Speaker:going to share that in the show notes, but it's Jody borne.com back
Speaker:slash Instagram. And you can,
Speaker:uh, download that or get that, and you'll get links to the,
Speaker:um, additional audio episodes and the workbook.
Speaker:And you can join my savvy host
Speaker:network where. Other hosts who have done the Instagram
Speaker:action plan. And some of my other things are there in the
Speaker:savvy host network. It's a community that I am trying to
Speaker:slowly create to share my marketing
Speaker:and vacation rental knowledge. With those of you who would
Speaker:like to join me?
Speaker:Either way I will leave the links to all of those things in the
Speaker:show notes, as well as a link to my Instagram. I'd love for you to
Speaker:give me some feedback on this episode, in any of the episodes or anything that
Speaker:you would like. Me too. Uh, help you with, if you have
Speaker:question about marketing or creating the perfect vacation rental
Speaker:experience. I would love to. Enlighten you
Speaker:with some advice on the podcast. Regardless of
Speaker:that. Have a great week
