No matter you are a historic hotel ripe, a big global hotel chain for digitizing the old archives of content or a relatively modern property, there are opportunities to tell your hotel’s unique history on the Facebook Timeline, to grow your fan base and increase the rate of conversion.
Through out the years, I see many hotels created a Facebook Fan Page and Twitter account for their property but many of them only periodically go on the site to post something of interest. Sometimes you see they post everyday and sometimes it seems like cobwebs are growing on their sites.
It is great to see hoteliers start to using Facebook, Twitter, Google+ and other social media network as an extension of their hotel Internet marketing strategy. However, just because you set up a Facebook Fan Page doesn’t mean your prospects are going to auto-magically find you.
It also does not like you set up a Fan Page tonight and wake up tomorrow with 10,000 new fans on board, it is not working on that way. In the other words, if you do not bother, you are going to be so far behind the curve ball.
As hotel marketers that involved with Facebook social media marketing, what and how to do to make your Facebook Fan Page success?
There are many different work-around ways to achieve Facebook marketing success. However, for brands, one of the challenges that many hotels are facing nowadays is how to brand communication effectively with their audiences and fans on the social media. In the other words, to reach to the success, they need a Voice who are deeply immersed in the culture and understand how to interpret that culture into a professional and personable voice.
Beside all other Facebook marketing strategies and tactics. I found below four ways are working quite good, they are simple and straight forward, easy to work on. If you want, you can put them into your hotel marketing practice.
1. Use the Milestone to Tell the Fans and Followers About Your Hotel’s Unique Brand Stories in an Easily View-able Way
On every Facebook page, there are free features you can use to market your products and services, to communicate your brand and your unique story with your fans and followers. One of the powerful feature to use is the Milestone.
Unfortunately, there are many hotels out there have not yet taken advantage of this powerful feature and tell their audiences about their past stories. The milestone feature allow you to highlight the stories about your hotel, as well as the events that happened in your hotel.
For example, Sofitel Bangkok Sukhumvit is a very new hotel that just opened months ago in Bangkok Thailand. If they don’t tell the world, it will be hard for its hotel Facebook fans and general public to know when the hotel opened, so they use milestone feature to communicate their brand story to the world.
2. Post at Least Once a Day (filling with original SEO optimized content) and Always have a Photograph Associated with It
By doing this, it will help you creating brand awareness about who you are.
As you may know, Facebook brand pages always allow hospitality marketers to update their fan that bases with current up-to-date content – what is happening or what will going to happen in their properties, spa or restaurants and etc.
In the case of Sofitel Bangkok Sukhumvit, no matter it is a new promotion, new offer, new event or so forth. They let their fans know about it with clear message, example, the coming up wedding fair.
3. DON’T Delete or Remove Guest Complaints. Answering Them, for all the World to See.
For many hotels, this is the most challenge thing to do. I see many of them either removed the complaints or just don’t bother to answer. But they forget these complaints actually help them do better work, because of the complaints, hotel will know in which area they need to improve – service, food, Internet connection, rooms and etc.
To keep the guest complaints show on your Facebook Timeline means your hotel cares about all your guests and is committed to resolving their issues.
4. Engage Your Audiences with Likes, Share, Comments and Grow Your Community
No matter wherever the platform you are in, the iron rule you need to always remember is “Content is King.” To gain authentic engagement through your Facebook fan page, you need to provide relevant, valuable, interesting and useful content, not just flood your fans and audience with promotions and “deals”.
Regards to how to get your fans and audience engaged with your post and content, here are some of the ideas you can use,
1) Photos and Videos – A picture is worth a thousand words, but a picture on Facebook could be worth a thousand likes! So use the power of visual imagery can help you market your property.
2) Fill-In the Blanks – If you are looking for a simple and quick way to spark engagement try letting your fans and audience finish your sentence.
3) Questions – It little bit like a fill in the blank, ask your fans questions also a good way to promote engagement, it allows your audience to have a voice.
Beside that, you can also use give away Tips and post inspirational Quotes to encourage the share, like and comments.
Finally, social signals are part of Google’s overall ranking strategy.
When people like your hotel page, they are actually telling you that they care about your business and want to know what’s going on. Providing and post relevant good content to your followers, fans and audience helps drive business back to your website, which ultimately improves your ranking. Content, is the most important thing you can do to keep them interested.