November 11, 2021

7 Tips to Developing a Succesful Social Media Strategy for Your Hotel

What is Social Media Marketing?

Social Media Marketing refers to the use of social media platforms and social networks to market your brand’s products and services. Social media helps you connect to existing and new audiences to build your brand, increase sales, drive website traffic, drive engagement and create brand awareness. Social media platforms have data-analytic tools built in them that allow you to track, analyze and measure your progress and efforts. Social media marketing includes activities like posting text and image updates, videos, and other content that drives audience engagement, as well as paid social media advertising. 


Without a doubt social media is one of the most crucial marketing platforms for hotel businesses, with its vast number of users, social media platforms give businesses abundant opportunities to interact with their audience, it gives your business the proper exposure and engagement it needs thereby helping you gain new customers and more bookings. These channels give you the opportunity to promote your business as a must-have experience and not just a place to spend the night by giving you an avenue to share and promote exciting photos and videos of your property and it’s features, to engage in travel or hotel hashtags, share a testimonial of past guest and we don’t just mean typed out testimonials but engaging pictures and videos of your guest genuinely having a nice time in your property.


In a previous post we discuss extensively the benefits of social media marketing to hotels, in this post we would be sharing with you 7 tips to developing effective social media strategies to promote your hotel, before implementing any of social media marketing strategies for your hotels, here are 7 tips you should know in order for your strategy to be successful. 


Tips to Developing a Successful Social Media Strategy

Set Your Goals: Before setting up any social media strategy you need to set goals for your strategy, these goals should be flexible and they should include what you aim to gain from the strategy. You should set short-term goals for each platform chosen to work with, that way you can run analytics and get a full understanding of what works and what isn’t working. Ensure your goal is SMART, 

  • S-specific, 
  • M-Measurable, 
  • A-Attainable, 
  • R-Relevant, 
  • T-Time-bound. 

Creating SMART goals ensures that you have a clear focus and your efforts are well spent.


Identify Your Audience: You need to understand your property very well and know what kind of clientele you wish to attract to your establishment. If you operate a hotel with a lot of hotspots close by and have a very engaging and party atmosphere then your strategy should target millennials and younger generations. On the other hand, if you run a quiet and more subdue hotel/resort which is located in quiet scenic towns then your target should be older audiences. It is important to carry out full research on your audience and find out how to best reach your preferred demographic. Here are some key factors to note when targeting your audience;

  • Age
  • Location
  • Average income
  • Interests
  • Hobbies, etc.

Understand the wants and needs of your guests and you would be able to easily target them.

 

Analyze your Competitors: Hotels or hospitality businesses like yours are successfully using social media to engage their audience and promote their brand which means you can learn from them. Carry out a competitive analysis that would allow you to understand who the competition is and what they do well that helps them boost bookings as well as the mistakes they make that lead to a low rating of their brand. You would get a good overview of what is expected of you as a hotelier which would help in your social media strategy and help you take notes of opportunities available to you.


Decide Tone and Frequency: when planing your content you need to determine the tone and frequency your posts or contents would follow through, create a calendar on the daily contents to posts, for instance, if you can utilize your hotel website by adding a blog feature to it where you would write engaging contents, you set a frequency maybe twice a week you post a blog post or on Instagram, you can have a particular tone for each week, motivational tones on Monday, conversational tone on Tuesday, informative on Wednesdays, funny on Friday’s, etc. Choose a tone that is appealing to the audience you are targetting. Setting your tone and frequency doesn’t just cut it ensure the visuals portraying these tones are very engaging, travellers don’t just want to read they mostly want to see, so try to provide visuals that would be so appealing your prospects would place themselves in your property experiencing all you have to offer.


Plan your Content: After deciding on the tone and frequency of your posts, plan out your contents, decide in advance what sort of things you would write about or post that is in line with the tone set, plan your contents ahead that way you don’t need to come up with new material each day. Put a plan in place for sharing of your content this way content shared would achieve maximum impact, create a social media content calendar to help you achieve this, your content calendar should also account for the time you would spend interacting with audiences, although it is advisable to be spontaneous when engaging with audiences. Your content calendar should also include post schedules, what time and date you would publish contents online, ensure your posts are spaced out evenly and published at the best times to post.


Conduct a Social media Audit: This tip is majorly for those who are already using social media to promote their hotels, analyse all the efforts you have made so far. Ask yourself the following questions;

  • What is working for me and what is not working?
  • Which demographic in the audience engages with me more?
  • How does my social media presence compare with that of the competition?
  • What platform best promotes my hotel?

Once you gather enough information from the social media audit, you can start developing ways to improve your social media presence, figure out the platforms to invest more time and money on, and have a clear picture of the purpose each social account serves.


Interact With your Audience:  Ensure you engage with your clients on a regular basis, don’t just stop at sharing content, build a relationship with your audience by engaging in conversations. Guest who has visited your property would leave reviews on various platforms or potential guests yet to visit your property may have questions for you, be sure to reply to these reviews and questions that way your guests won’t feel ignored. Get a social monitoring service that would alert you once your hotel is mentioned anyway online that way you can be more effective in your interaction with your audience.


Follow these tips and you are on the path to a solid and engaging social media presence for your hotel. As you work towards the expansion of your brand’s presence online, these tips would become important to the growth of your business. Focus on the needs and wants of your guests and your following would expand.