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Social Media
A simple resort email, a simple trend, a simple social media boost.

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GREGG
BLANCHARD
       

I want to propose a simple idea today. It mixes a few things I’ve talked about for a number of years, but it also mixes in a few new trends.

Before we dig in, let’s review those.

#1) Great Content
People love social media for a few reasons, but among them is a never-ending supply of enjoyable content. For resorts that’s mainly beautiful photos, awesome videos, etc. Folks are okay with some ads, some plugs, some offers, but that’s not the point. But we know that this content does a great job of keeping resorts top of mind, inspiring folks to consider trips, and place branding.

#2) Folks are Tired
Social media can be distracting at best and emotionally exhausting at worst. More and more people are quitting social media, but many get sucked back in likely through a combination of habit and FOMO. However, they still feel exhausted by it all.

#3) FOMO-Busting Services
This is what gets the wheels turning for me. Because at the intersection of the two trends above are services like MailBrew. MailBrew takes all the stuff from your feeds and puts it into a short, concise digest. No infinite scrolling, but no FOMO either. This screenshot from their homepage does a good job of describing it (the screenshot at the top is from their page too).

mailbrew screenshot

This may sound like a small number to you, but the two guys launched this as a side project a year ago and today it’s generating about $100,000/yr in revenue. As a fellow side hustler, trust me when I say that this is a really, really impressive number and sign of market demand.

What to Do: Social Content Newsletter
If I were you, I’d start a weekly (or monthly, depending on your bandwidth), “Best of the Best” newsletter. Take all your Instagram photos with the most likes, the YouTube videso with the most views, the Tweets with the most retweets, and bundle all that great content – that’s already proven to be engaging and popular – into an email template.

Then, every now and again start adding this text to the end of tweets and posts and video descriptions:

“Subscribe to [Newsletter Name Goes Here] and never miss great content like this: https://bit.ly/1234567”

It’s a perfect way to get folks into your database from new sources, it’s a perfect way to decrease FOMO and keep folks engaged even if they bail on social, and it’s a great way to give your best content new legs.

Or, if you want to test the waters and see if I’m crazy first, you can already do this (to a degree) with a newer feature in Mailbrew. They control the template and branding, but they also automatically generate and send the email automatically.


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FYI: I'll be talking about measuring resort conversion rates during Insight Online on May 26.