Facebook Marketing and Hotels: A Guide
With more than 2 billion users on Facebook, how can hotel marketers afford not to be on Facebook? That’s the question Mary Smith, digital marketing representative at Ard Na Sidhe in Ireland, asked and answered on Tuesday.
“Facebook marketing is or should be an integral part of any hotel marketing campaign,” she said in an email to Target Marketing.
That’s why she and her team created an infographic about the subject. “Facebook Marketing for Hotels” is a guide for hotel marketers just learning to traverse the social media site.
Step 1: Invest in Content Marketing
Promoted content and ads will help hotel marketers reach a wider audience; like the 25- to 34-year-olds, especially men, who are influenced by Facebook for their vacation plans. (Perhaps hotel marketers can harness some of the pictures — images are important in travel marketing — that 97 percent of Millennials share while traveling. Some travel marketers gather this content via contests, for instance.)
But first, hotel marketers need to figure out their key objective and work from there forming content.
Step 2: Use Facebook’s Demographic Data in Targeted Campaigns
Facebook can whittle down the audience based on factors such as location, demographics, interests and behaviors.
“If you’re trying to sell an exclusive honeymoon package, Facebook can find engaged couples,” reads the infographic.
Step 3: Use Facebook Data on Instagram
Facebook owns Instagram, so hotel marketers can target their customers on Instagram, too, which is a social network that caters to visually appealing images that travel marketers have in abundance.
Step 4: Add Facebook Messenger for Business to the Customer Service Offerings
Facebook Messenger allows hotel marketers to communicate directly and privately with guests. Plus, this is an opt-in that Target Marketing knows allows for ads and other follow-up marketing opportunities.
Step 5: For Video, Use Facebook Live or 360
In addition to regular videos and customer videos (see Step 6), Facebook offers the live and 360-degree options. Live videos pop up first in users’ notifications, so this can bring hotel marketers to the front of the queue.
Travel marketers can use the live videos to showcase new rooms and menus, for instance, according to the infographic.
Step 6: Encourage Facebook Check-ins and Reviews
Happy customers are already there and probably use Facebook. Why not get them to help with Facebook marketing?
The infographic says location tags on photos and videos also help the hotel gain wider brand awareness.
Step 7: Host ‘Like’ and ‘Comment’ Competitions
This goes back to Step 1.
Anyone who’s ever been on Facebook has seen caption contests, for instance.
The infographic emphasizes collecting the information from contestants and making sure to offer a prize to the winner. If it’s a vacation, take a picture of the guest and share it on the page for more content.
What do you think, marketers?
Please respond in the comments section below.
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