1. The art of maintaining property adverts all over the internet
Channel management
The art of maintaining property adverts all over the internet
Intro and thanks
Purpose of presentation:
Understand what Channel Management is and the benefits
Tips on how to get more from your listings
How to measure business from marketing channels

2. The principles of channel management
Channel manager – enables you to manage your property listings all over the internet from one place
LIFE WITHOUT CHANNEL MANAGER
LIFE WITH CHANNEL MANAGER
Channels = marketing websites like booking.com, Airbnb or EmbraceScotland.
Our world is being dominated by an increasing number of powerful OTAs. This is not a threat, you should see it as an opportunity.
With clever use of a channel manager you can take control of your marketing:
Obvious benefit of keeping calendars up to date
Full online booking is better for guests than enquiry / quote / response
Can give you better ranking in portal searches
Gives you control – choose which channels you use and when
Better visibility of where you bookings come from

3. Choosing the right channels Niche specialist sites
Use Google Analytics and Keyword Planner to understand searches.
The BIG ones
Niche specialist sites
Local influencers
Do your research and find the channels that work best for you.
Search for your properties and see what comes up. Which channels match your guest and property profile.
Local and niche sites can be as effective as big multinationals if you manage your listings carefully.
Don’t forget about your website and direct marketing. Sites like EmbraceScotland refer traffic to your own website, it is up to you to convert these people to booking.
EmbraceScotland works – one of the most cost effective marketing channels available. Make sure that your listing is good!

4. How to make sure your listing ranks well
Listing quality is completely within your control
Titles and descriptions
Attractive, informative and well-written
Titles – 70 characters
Descriptions
characters
Photos and floor plans
Add as many high-quality images as possible
Six top tips to get more from ALL listings.
Titles and descriptions:
Make use of the full length allowed for your title
Make it enticing and describe your USP
Photos
Use the largest size possible, many channels want HD / 4K quality (3840 pixels)
Use all your photos, including area or activities if possible
Add a floorplan, use a photo if there isn’t a special field for it.

5. How to make sure your listing ranks well
Listing quality is completely within your control
Amenities Guests increasingly use filters to narrow their search
Location
Show PRECISELY where your property is located
Amenities
Users of sites like Airbnb rely on filtering by amenities. Make sure you have ticked everything that is relevant and keep them up to date.
70% of Airbnb users filter using amenities. Washing machine is the top option.
Location
Not showing the precise location is a big turnoff for conversion
Applies to your own websites too

6. How to make sure your listing ranks well
Listing quality is completely within your control
Reviews A major factor in conversion
Listing elements maintained by your channel manager
“Book now” is the ultimate call to action
Reviews
Always try to encourage guests to place reviews in the channel they booked. Reviews have a big impact on sort order in major channels.
Don’t just rely on one platform for reviews.
Book now
Wherever possible opt for a “book now” or “instant booking”option.
Channel manager helps you achieve this

7. Track your booking sources
Google Analytics
Sources
AdWords
Where do your bookings come from?
One of the main benefits of online marketing is that you can track where your bookings come from.
But, it isn’t easy. Don’t just rely on a single source of information.
For example, Orroland has only two EmbraceScotland bookings tracked in SuperControl but is our top referrer in Google Analytics.
Affiliate tracking
Phone
Social media