IN DEPTH || THE COMPLETE GUIDE TO HOTEL MARKETING
MARKETING YOUR HOTEL
on Facebook Each Issue, we will be serialising a section of the Complete Guide to Hotel Marketing, an eBook by our partners, SiteMinder.com
ENGAGING with travellers on Facebook has never been easier or more valuable. Consider these statistics: • 52% of social media users said their friends’ photos inspired travel plans • 76% post their vacation photos to social media • During research, 55% liked pages relating to the trip they were planning • 69% of ads use images while 18% of ads use video Before you can influence travellers on Facebook, you need to grow your following. You could accelerate this process through paid advertising, but you should grow your audience ‘organically’ as much as possible. To get more likes through organic traffic there are a number of things your hotel can do on Facebook. Take note of these quick wins: 1. INVITE CONTACTS AND FRIENDS People you already know will be more than willing to support you and you can quickly bolster your likes this way. You can even use the ‘Build your Audience’ feature to import all your email contacts and invite them to your page.
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2. ADD LINKS TO FACEBOOK ON YOUR WEBSITE AND EMAILS This is a simple way to give your Facebook page more exposure, especially to potential guests. Always ensure your links are correct and functional.
3. PUT UP SIGNS This is as simple as putting small displays on tables, on the front desk, or in rooms inviting guests to like you on Facebook. You could even add links on the bottom of receipts. 4. OFFER INCENTIVES AND HOST CONTESTS Even something as small as a free coffee will encourage guests to visit your page. This will give them a chance to look at your posts and like your page. When it comes to competitions, make sure one condition of entry is that people like your page. 5. POST GOOD QUALITY CONTENT CONSISTENTLY Follow the 80/20 rule: 80% of posts should be about the local area and only 20% of should be about the hotel itself. Use Facebook Insights to see the type of content your fans enjoy, and post between three and 10 times per week. 6. CROSS PROMOTE YOUR PAGE ON OTHER SOCIAL NETWORKS If you have Instagram, Twitter, Pinterest or other social media accounts for your hotel, post a frequent call-to-action for those users to jump across and like your Facebook page as well. 7. FILL YOUR PROFILE PAGE WITH SEARCHABLE INFORMATION Add as much information as possible to your profile page and add as many relevant categories to your page. This information helps Facebook serve up your page to people in various ways across the site. It’s also good for search engine optimisation so use plenty of relevant keywords. www.luxurybbmag.co.uk
