It’s a no-brainer: social media is now an essential component of every hotel’s online marketing campaign. And because all your competitors and every other business under the sun are using the channel daily to build brand awareness and engage their audiences, it’s never been more difficult to win your guests’ attention, no matter which social platform you’re using.
In such a competitive climate, there’s one sure fire way to give your property the best chance of standing out: likeability. With thousands of other businesses vying for your guests’ time of day, your audience will follow your hotel simply because they like you and enjoy the engaging content and fantastic promotions you offer.
So, how can you maximise your hotel’s likeability factor and win the loyalty of the right people on social media? Here are three ways to get started today.
1. Be Authentic
If you want to boost your audience—as well as your ROI—you’ve got to be real. More than any other channel, social media offers a valuable opportunity to show your guests not just what you offer, but who you are.
This means ditching the overly promotional messages in favour of humour, creativity and conversations and content that speaks to your audience on their level. It’s essential to respond to comments in a prompt manner and make use of thoughtful questions to keep the conversation flowing smoothly.
2. Mix It Up
If you want to be likeable, you’ve got to keep your audience interested. One of the best ways to do this is to provide a healthy mix of different content types.
Visual content performs best on social media, so be sure to include plenty of high resolution images and quality videos in your posts. You should also sprinkle your social content with links, not just to your own website but to other articles and videos on the web that may be of interest to your guests. When you can, post your content natively within whichever social platform you’re using to allow your guests to engage with it in the moment.
Whatever kind of content you’re posting, the aim is to provide value, even if that means sharing something that doesn’t have your hotel’s brand name directly on it.
3. Make The Most Of Negative Feedback
Since it offers an open platform to engage with businesses, your guests are increasingly turning to social media to air any grievances they may have with their holiday experiences. Although it can understandably be daunting to allow the whole world to see this criticism, see negative comments as yet another opportunity to demonstrate the more likeable, human side of your business. Mistakes and unsatisfied customers will always happen, but with a prompt and courteous reply and a promise to resolve the issue with a personal phone call if necessary, you can clearly show humility and the drive you have to keep your guests happy.
The great thing about social media marketing is that it allows your hotel to create meaningful connections with your guests. To do this, you need to create a likeable social presence with quality content and smart audience engagement. What are you doing to maximise your hotel’s likeability on social media? Let us know in the comments below!