Do These 3 Things for Social Media Success in #Hospitality
The Value of Handcrafted Social Media Content
August 8, 2018
2019 is Here. Don't put it off. (Yet again)
Social Media is an area where hoteliers can get snagged by the latests trends in technology - I'm looking at you Snapchat - when they simply need to focus on the basics and do them well in order to see a return on their time and money. Case in point: for years it seems like we've been promised that video is intrinsic to successful digital marketing and without it your hotel doesn't stand a chance of competing with Airbnb or the larger chains.
But the fact is it's not the medium but the message. All truly outstanding content must start with the Idea: unique, enticing, and relevant to your target audience. Would potential guests watch a video of a general manager walking through a hotel lobby? Maybe, but you'd better have something captivating within the first 6 seconds in order to hold their attention. Photos and great copy can be just as effective, if not more so.
The point is to reasses what you've been doing and then focus like a laser on getting the basic stuff down with panache and consistency. Here's what we in believe hoteliers and property managers should master going into 2019. Bookmark this after you read it, and come back to it after the holidays for maximum impact and actual ROI.
1. Create a file of professional photos.
Quality pictures of the hotel property are an absolute must. It's so important that we recommend you hire a pro photographer that has experience within the Hospitality industry. Keep in mind that these pictures will be the "dopamine hit" that likely compels the person in control of booking the hotel the incentive to stick around, learn and put your property at the top of the list. It is an extremely worthwile investment to have compelling photos that take advantage of the various aspects of your property, as well as the ambiance (12:00 noon and just before dusk are ideal times to experiemnt with natural light and shade).
You should also scout the historic sites within the vicinity of the hotel and weave them into your marketing. You'd be surprised how often a nearby landmark will show up in an online review. Take advantage of your town's history, architecture, and other surrounding landmarks. Even if the Beatles never actually lounged in the hotel pool, you'll find something unique in the area that helps your location really stand out in a positive way.
2. Embrace Facebook, Twitter and (especially) Instagram in a serious way in 2019.
You've probably dabbled in one or more social media platforms in the past, but now is the time to take it seriously. You only need to master 2-3 of them. But you must learn how each works. What's effective on Twitter is quite different from the tactics that make a successful Instagram campaign. The crucial thing is to get each of your social media channels in solid shape with a consistent posting schedule that highlights your brand and the unique aspects of your hotel & location. It's not rocket science. But it does require time and a sustained embrace of discipline.
2019 should definitely be the year you devote dedicated resources to the practice of social marketing. It's simply too important a role to assign to a sales coordinator or assistant that is already swamped with responsibilities. Seek someone with a sense of style, dedication and strategic outlook - coupled with some graphic design and photography skills (if possible). Digital marketing is the highest and most effective form of branding. Somebody with an above-average skill set needs to be at the helm; otherwise, outsource. You'll see the difference it makes in no time.
3. Develop a "Customer Service Strategy" via Social Media channels.
It's no longer a question of if your hotel needs to listen to your guests on social. It's a question of how you listen and how quickly you respond. A study by Bain & Company suggests that when companies engage and respond to requests or complaints over social media, those guests end up spending 20% to 40% more with the company. Definitely remember this: when users mention your hotel with a tag, they expect a response. Ultimately, building relationships through social support can add up to huge wins when it comes to increasing the lifetime value through return visits.
So how do you do it? These two recommendations will elevate your online reputation.
First, you need to monitor your feedback on social media. Luckily you don't need to stare at your feed 24/7. There are tools that alert you when your hotel gets mentioned on the internet. They range from free tools like Social Mention to full-featured paid services. Just get in the habit of checking for mention alerts at least 4-6 times per day (you can choose via email or text). This is one of the most valuable services you'll encounter: it's like a friend tapping you on the shoulder every time something is written about your hotel - good or bad. We recommend that you set up an alert for not just your hotel name, but your corporate or broker brand as well.
{SIDEBAR} In order to excell at customer service you need to get proficient with Twitter. This is the most efficient way to squash a problem or to show appreciation. Because so many comments can be viewed by the public via social media, your business has to keep tabs on what people are typing. Negative comments can be turned around if you respond quickly and with the appropriate tone. Also - Twitter allows you the option of taking the conversation to the private realm of DM (direct message). This is an invaluable mode of communication when it comes to turning negative to positive.
The final action we recommend is something that has worked wonders for us but hardly any other other professional digital management company does it. And it's pretty simple. If a guest leaves a comment on, say, Facebook... respond appropriately on FB. Then, search out that person's OTHER social media accounts and like or comment there as well. This will be pretty much unexpected and very much appreciated. You made the effort to explore that person's digital footprint and leave a positive, unexpected impression.
It's a also a good way to amplify positive sentiment and get several additional layers of exposure. Hoteliers have a great opportunity to remind their guests how the hotel played a part of their overall experience. That's the key: leave them with the feeling they made the right choice, making them appear saavy among their social media friends and peers. Give them the recognition of being perspicacious in choosing your property. It's a potent form of communication. That extra effort goes a long way.
Hopefully, this inspires you to bust through the next level of effective #Hospitality marketing. Simply use the internet with discipline in order to increase your flow of visitors, build loyalty and keep occupancy high year-round. However, if you feel a sense of exasperation after reading this piece, Rare Victory Digital would be open to handling all this stuff on your behalf. We're pretty good at it, and it works.
Here's to 2019. Be careful out there.
