As we head to the end of September, now is the time to start marketing to those still looking to book a much-needed weekend break or vacation. So, where can you reach an audience today willing to part with money for fun, adventure, and memories? There are various social media platforms now available. Matthew Stephens tells us more.
Social media lets you quickly and effectively connect with potential guests as part of your overall marketing plan. The results come right away and are tangible and enjoyable. It’s also an excellent opportunity for you to showcase everything from your outstanding suites and rooms to your first-rate customer service.
Stephens has some great digital marketing suggestions if your social media marketing needs a little overhaul.
1 Refresh your brand’s tone
What features do the most influential hospitality social media strategies share? According to Stephens, it’s that their corporate brand voice is loud and clear. Most of your competitors will use bland and generic messaging styles that clients have already seen. So, ensure that you show individuality and personality in your messages to help you stand out.
One way to achieve this is to keep your brand’s aesthetic style consistent when publishing information about your property, amenities, and events. Stephens suggests that if, for example, you want to emphasize how welcoming you are to families, you should include vitality, youthfulness, fun and excitement in your captions, photos, and calls to action.
Ultimately, your voice should sound strong and sure to better connect with your audience and convey your message.
2 Explore various social media networks
Have you only used one single social media platform for your marketing strategy? Stephens believes you should consider broadening out. From TikTok to Twitter, practically any social media network can be successful. You don’t need to be everywhere. You are likely to be noticed as long as your target audience is present.
Stephens recommends pairing your paid adverts on Facebook and Instagram can be wise. They have a lot of data similarities in common because they are both owned by Meta.
Facebook and Instagram collectively target the Boomers, Generation Xers, and Millennials, three cohorts of avid travelers with purchasing power. So advertising on just these two channels can boost your lead stream.
Don’t forget to use search and social data to your advantage to send prospective guests personalized geotargeted adverts based on their footprints.
3 Adapt photos to the requirements of your audience
A picture is worth a thousand words, as the adage goes. So what do the images of your resort or hotel convey? When making vacation plans, almost 40 per cent of millennials claim that social media images of travel destinations and hotels influence them. To effectively communicate with viewers, include as many pictures as suitable in your social media content.
You can present your visuals in various formats, such as captivating infographics and videos (stories, reels and posts). Remember to share images in which you’ve been tagged. This user-generated content (UGC) will persuade others to put your property at the top of their list of places to visit.
4 Produce captivating material and calls to action
Stephens advises never to assume that people know what you do when they see your social media posts. Instead, gently educate them and encourage them to act. For instance, offer exclusive access to guests who join your loyalty program by a specific date, discounted rates, and loyalty deals.
Alternatively, you can use direct booking options on Facebook and Instagram to simplify the reservation process.
If you’re not enjoying much engagement from followers, encourage conversation and comments by posing questions. This can start a more significant exchange of ideas and pave the way for you to message people who show an interest in the discussion. Retargeting those who click through and visit your website should be part of your digital marketing strategies.
So, don’t delay – start your holiday social media marketing today, implement various strategies and reactivate business at your property. If you need assistance, don’t hesitate to contact the team at Inside Hospitality Solutions.
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