In 2019, social media content has to be a priority. Accommodations providers must be aware that Twitter, Instagram, LinkedIn and Facebook can enhance their business.
- Reputation management along with an active social media presence is important for your brand. 49% of leisure guests and 43% of business guests share views about recent travel experiences on social media.
- Feedback is an important aspect of your business. In fact, 84% of people trust online reviews as much as personal recommendations.
- Ask customers what they care about and combine social media and email marketing to solicit feedback. To read more about reputation management, visit our blog post 4 Reasons Reviews Can Make or Break Your Hotel.
- Use purchases or other engagements with your brand to trigger an email message instantly asking the customer to take a survey. Triggered email messages have a 71% higher open rate and 102% higher click rate (Every Cloud).
The Key To Hitting Social Goals
- Set social media marketing goals that align with business objectives.
- Be sure to track meaningful metrics. Likes and retweets aren’t as important as you may think. Track things like leads generated, web referrals and conversion rates.
- Use social media analytics to see who your followers are, where they live, which language they speak and how they interact with your brand on social.
- Conduct a competitive analysis to see how brands in your sphere are doing. To get a good sense of what’s expected in your industry, you’ll need to research multiple brands and platforms.
- Learn everything you can about your audience. Create audience personas (short descriptions with information about who they are). Then, you can create content that goes along with your message.
Create Content That Sticks
- Create a content calendar to stay organized and plan ahead on social. Constantly test, evaluate and re-evaluate your relationship with your platforms.
- Give value to your audience. Be specific, be transparent and make sure to highlight features that stick out.
- Give your brand the chance to be cohesive on every profile. Create a plan that will include brand colors, voice, visual guidelines. This living document should change and evolve over time.
- Look back at your past social media content. It’s important to evaluate how your content matches with content you are thinking about producing in the present.
- Use video. Combine live video and smartphone video. This shows a more human touch and smartphone quality videos add a level of realness to the brand. To find out more about content creation and social media, read our blog post 5 Steps to Develop your Hotel’s Digital Marketing Strategy.
B2B and Social Selling
- Social Selling is using social media to introduce prospects into your funnel. The goal is to find people who benefit from your product and build a relationship with them by providing helpful content and value.
- 55% of B2B buyers search for information on social media. Presenting valuable information so early in the sales process gives users the chance to find out more, sooner. By the time consumers talk to an actual salesperson, they’ve already exhibited interest in the product.
- LinkedIn is the favorite for gaining B2B leads. Apart from it, you can use Facebook and Twitter. It’s important to know that leads generated through social media come from LinkedIn 80% of the time, Twitter 12% of the time, and Facebook is 6% of the time.
To find out how IBC Hospitality Technologies can help you improve your social media presence, click here.