How Hotels and Resorts Can Convert Facebook Fans to Bookings in 3 Steps
If your hotel, resort or hospitality-related business is struggling to turn Facebook fans into booked rooms, you're not alone. But getting it done is easier than you think.
After a year of interviewing businesses successfully selling with social media, I found the common thread: Giving customers a reason to offer more than a “like.” The trick is to use Facebook to discover customers' hidden desires. Because once you've found customers' itches, scratching them in ways that occasionally connect with products and services is a snap.
Step 1: Get Back to Basics
You’ve probably heard that posting a certain number of times, on certain subjects, on certain days or getting re-tweeted is the key that unlocks sales with Facebook. But it’s simply not true. The real secret is getting back to basics. This means helping customers get in better touch with desires and needs they may not realize they have—yet.
Everyone knows you've got to listen to customers using social media. But it's what you listen for and how you respond that makes the difference. For instance, why do time share marketers pay prospective customers to attend workshops? Because helping people get a better, clearer understanding of what they really want when they go on vacation goals is powerful. And that's what those workshops do.
Literally putting prospects on a vacation puts buyers' minds in a place that lets them realize and express true desire. They allow you to respond, ultimately qualifying them as leads. Social media works the same way if you let it; if you just get back to basics.
Step 2: Create Leads with Engagement
Most social media strategies are merely occupying customers time rather than courting them for business. Friends, fans and followers must become a lead if they're to ultimately book a date. Your challenge is to help customers discover and express deep desires—the real decision points. Not to get re-tweeted or be engaging.