18 Jun 7 Reasons Your Hotel Marketing Strategy Is Not Working on Social Media
Today’s hotel marketing and sales professional has a lot on his/her plate. From the spa downstairs to the restaurant chef, from local community attractions and public relations, marketing becomes a 24 hour job.
Add social media and other digital marketing, and there just isn’t time. Especially if your social media efforts have not resulted in any significant ROI. We know the time commited verses the lack of reward can be frustrating.
Sometimes, stopping and getting reorganized could be the difference between success and failure. Here are 7 reasons your hotel marketing strategies may not be working on social media.
1. You Don’t Know Who Your Customer Is On Social Media.
There are two types of people who are interested in staying in your hotel or buying a hotel residence. Those who dream and those who are able. Obviously, the second type of lead is the one that you hope to attract. To do that it’s important to understand who that person is.
There are millions of people online, however, you want to target the ones that are interested in and have the income to stay in your hotel or buy a hotel residence. In order to that, as a hotel sales and marketing professional, you need to go back to the basics. You can do this by identifying who it is exactly you will be talking to – business men, single entrepreneurs, families with kids, leisure travelers, etc.
This is the first and most important part of content marketing. In order to generate content to post on social media that appeals to your ideal customer, client or buyer…you need to define who that person is.
2. You Don’t Have Separate Social Media Marketing Goals.
It may seem simple, but many don’t know what their hotel marketing goal is. Why are you posting to social media? What do you want your targeted audience to get in the end?
This is key for hotel sand their sales and marketing teams. Here are some examples of social media marketing goals.
- We want our hotel social media marketing to increase the BRAND AWARENESS of our hotel
- We want our social media updates to develop CUSTOMER LOYALTY with our current customers
- We want our social media efforts to generate NEW CUSTOMERS and DIVERSIFY CUSTOMER DEMOGRAPHICS
Depending on how extensive your budget, one or more goals could be established for your social media marketing plan. Once all members of your hotel marketing team understands the goals and objectives of your social media, it because easy to create a strategy. Marketing professionals can then decide on content ideas, implement new strategies and quickly get rid of social media marketing strategies that don’t work.
Understanding your client’s wants and needs is key to less vacancies, selling more units and increasing brand awareness to those who matter.
3. No One Is Managing Your Social Media Full Time.
This is a issue that depends on how large or small your hotel is, how big your hotel marketing department is and how much money you have to set aside for social media marketing. Social media marketing takes two things to be successful. 1. Time 2. Consistency.
There are many reasons you may hire a social media marketing agency. For example, many hotel sales and marketing professionals don’t have the time it takes to devote to social media. If that is the case, hiring a hotel social media marketing agency could be a smart option. Another scenario, is that may be a small hotel that doesn’t have the necessary resources to hire a hotel social media manager. In that case, hiring a marketing agency would save money and training time.
There are also many reasons why you may want to let a staff member handle your social media marketing. Being onsite can give marketers a feel of the organizational culture. That closeness to the brand and the environment can be felt throughout hotel marketing materials and content. However, you may still need to reach out to social media agency to train your hotel marketing team on best digital practices, tips and strategies.
4. You Don’t Have Professional Images & Videos.
Social media updating happens around the clock, especially for international hotels. It has been proven that image posts on social media get 2xs more engagement than any other type of post. When developing your social media marketing plan, its important to hire a professional photographer to capture those images needed to evoke emotion.
Remember, you are selling a lifestyle… you can’t sell a lifestyle without showing what it looks like.
5. You Are Not On The Right Social Media Sites.
Your targeted social media audience is not everywhere. For example, did you know that LinkedIn is a great platform for professionals who make $100,00 per year or more? Did you know that women between the ages of 18 and 45 love Pinterest? How about that Facebook is a great place to engage with moms, families and business owners?
Knowing those important statistics and numbers can help you decide where to put the majority of your social media efforts and get the biggest return on your hotel marketing investment.
6. Your Posts Are Boring
Strategy A => Look at our hotel pool. See our hotel rates. See our signature meal. Have our hotel bar drinks. Visit amusement park for fun during your stay…
You get the picture… BORING.
Strategy B => Celebrity Jane just arrived in the lobby. A Cocktail per day from our Barrista Jane! Latest fashion trends seen around our pool. Secret local eats from our concierge!
See the difference between those hotel social media postings strategies? Strategy A makes us want to take a nap or “unlike” your page, Strategy B makes us want to visit your hotel, and stay a night, even if we live 30 minutes away.
Have some fun and see engagement improve.
7. You Don’t Have The Proper Tools To Analyze.
If something does not work, how do you know? What tools are you using to catch successes and failures? One of the reason many don’t see an ROI from social media is that they have no idea what is working. There are many tools out there to help you manage and analyze your efforts. When looking for a analytics tool to measure your hotel marketing efforts, you want be sure you can measure:
- The influence your social media efforts have on your followers and fans
- The engagement level of your profiles
- Clicks and impressions to your website
- Fan/Follower to Lead ratio
If make these small changes, you will be amazed at how well your hotel social media strategy improves.