It is a well-known fact that people do business with those whom they know, like, and trust, and the hotel industry is no exception. How do you build this trust?
Facebook is not a hard marketing site where you incessantly push and promote your product; it is a relationship site, where you use ‘inbound marketing’, or soft selling. You build relationships with your guests and prospects by giving them interesting and useful information and stimulating their interest by offering such things as coupons and gifts. Only when your prospective guests have come to know you, like you, and trust you, do you offer your product for sale.
The accepted rule of thumb for inbound marketing is 80% giving and 20% selling. This approach takes time, with no immediate visible results, but when you do come to sell your product, your conversion rates will be significantly higher. Facebook provides a perfect venue to build that relationship with your guests. For example, you will:
With each of these strategies, using the 80:20 rule, you will build a loyal tribe of followers who will repeatedly return to your Facebook Page and then visit your hotel.
You heard about the power of visuals and images in a recent post where we stated that a good picture tells your story more effectively than words alone. Make the image perform better by adding excellent content, and to get the best search engine traction of all, post a video.
An excellent example of the powerful use of images, copy, and video is the Cruise Hotel SS Rotterdam. Now retired from her worldwide sailing service, the ship has been magnificently renovated as a hotel. This vessel was built in Rotterdam, launched in 1958, and was the largest passenger ship for the Holland America line. The story of this grand old lady, from her launch, to her removal from active sailing service in 2000, to her present iteration as a hotel and conference centre, is told eloquently in video, images, and content distributed throughout the Facebook Page, YouTube site and website. The videos, images, and content provide compelling reading and a firm resolution to go and visit. Just as it should!
You need to experiment with what is best for your own hotel. Most brands (companies) post 1-3 times per day depending upon their Facebook goals, and whether or not they are promoting a special event, contest, or special deal. You could post more than 3 times per day, but you run the risk of being considered spammy. Watch your statistics, and if your readers are hiding or deleting posts, you know you are overdoing it.
If you are running a promotion such as a contest, or an event, and you want to increase Likes, shares and comments, you can drive traffic towards a specific post on Facebook from your other social media channels.
This sends new and different people back to your Facebook post, and will increase interactions such as Likes, shares, and comments; it works brilliantly for all kinds of promotions. The main thing to remember about posting on Facebook is this:
You cannot post here and there, add a photo here and there, and expect success. Creating a Facebook Page, and leaving it to sit with few or no posts and photos, is useless to your marketing, and you are better off with no Page at all than a neglected one.