Another strategy that you can use to strengthen your word-of-mouth marketing is collaborating with influencers. Influencer marketing campaigns appear to be especially effective when it comes to creating a buzz among a younger audience.
While you might be thinking that working with Instagram influencers with a larger follower base will land you more bookings, micro-influencers can boast higher engagement rates and have stronger relations with their followers. Hence, you will be able to reach a more enticed audience that is more inclined to trust the influencer’s recommendations.
6. Connect with your guests via social media
Influencer marketing is not the only way to engage with your potential guests in the digital space. You can do it directly and almost free of charge by creating accounts for your brand on social media.
If you struggle with the question of what kind of content is worth sharing, here are a few ideas to spice up your news feed:
In addition to hotel news and updates, don’t be afraid to let social media users take a peek behind the scenes. People love brands with a human face. This is what our strategy is all about here at Oaky.
We involve our colleagues in content creation to show that being our customer means dealing with real people. So almost all our visuals and videos feature our colleagues, and this content always gets the most traction.
Track the progress of your social media efforts to see what types of posts perform the best. Over time it will help you create a social media marketing strategy based on your audience’s preferences and polish it further.
7. Utilise Facebook ads
Using PPC (pay-per-click) ads in your social media marketing doesn’t require any special skills, so you can easily kick off your ad campaigns. All you need to do is allocate a certain budget, prepare captivating visuals (or short videos if you’re up for launching your campaign on Instagram) and brainstorm on the most convincing messaging for your landing pages.
Facebook and Instagram ads are one of the cheapest and arguably easiest ways to attract more guests. However, you need to be precise with your targeting when running ad campaigns. Keep in mind your ideal guest profile (age, gender, location and interests) to get bookings from the desired segments.
Give a go to retargeting to save costs and amplify conversions. Retargeted ads are the ads that are shown to users who have already visited your website, and this type of ads is usually cheaper. They will help you stay at the top of the mind of your potential bookers and convince them to finally book with you.
8. Uncover the power of Google Hotel Ads
Yes, you’ve heard it right – we encourage you to add Google Hotel Ads to your marketing arsenal. The main difference from old good Google Ads is that Google Hotel Ads do not require any keywords or ad copy.
Google Ads and Google Hotel Ads are also designed to be implemented in different stages of the customer journey. While Google Ads are indispensable for building brand awareness and can help you access top-of-the-funnel users, Google Hotel Ads are designed for bottom-of-the-funnel users who have a clear intent of booking a hotel for their upcoming trip.
The user will see your Google Hotel Ad only when your property matches the user’s query and when you have the inventory to accommodate the guest. This means you don’t have to throw money away on clicks that don’t stand any chance of turning into bookings.
To start using Google Hotel Ads, you need to work with a connectivity provider to set up and manage your Google Hotel Ads marketing campaign.
9. Integrate video into your marketing efforts
Video content has already won the hearts of many people across the world. For instance, Youtube attracts 122 million active users daily, and 1 billion hours of content is watched across the world every day.
Video can make a great asset for any online marketing channel you’re utilising (social media, emails, ads, blog posts, etc.).
Make sure your videos are professionally made
Using videos on your website will grow your chances of getting reservations. Make sure to have them professionally filmed to reveal the aesthetics and functionality of your hotel. It is also a good idea to shoot a 360 virtual tour to give proper attention to not only your interior but also your hotel’s facilities and staff, building anticipation.
Set up a YouTube channel
You might also want to start a YouTube channel and gain even more publicity. On top of the videos revealing the beauty and cosiness of your hotel, you can go the extra mile and create informative clips about your hotel’s surroundings and local attractions.
You can also involve your guests and ask them to share their feedback on camera for a discount or another perk.
Put a spotlight on your employees
Share stories of your hotel staff and their experiences of working at your hotel. Let them tell about their journey in the hospitality industry. Highlighting your employees will help you build credibility and trust in your brand but also will keep your staff more motivated.
10. Set up an effective loyalty program
A loyalty program is a widely used marketing strategy that you can introduce to retain guests by offering discounts and other perks. As data has revealed, nurturing existing customers has proven to be 5 times more cost-effective than acquiring new ones. Hence, a loyalty program is a low-hanging-fruit strategy that doesn’t require substantial investment.
The best practice is to set up a tiered loyalty program and classify your guests into tiers by assigning points. Based on the points, you can give away different perks and calibrate your discount amounts. For instance, your most frequent visitors can be eligible for the ‘golden rewards’, while less frequent guests can benefit from more humble discounts.
In a digitised world where we all live in, leveraging hotel digital marketing strategies should be high on the list of your priorities. It’s no secret that travellers have grown tech-savvy and head to the Internet when planning a vacation or looking for inspiration for the next weekend trip.
The key to successful digital marketing lies in researching and putting together a detailed guest profile (their interests, preferences, habits, and expectations) and creating your unique selling proposition to appeal to your guests and move your brand forward.
With the target guest in mind, you will be able to select the most suitable channels and define the type of content you need to craft in order to transform your marketing into a hotel-sales machine.
This content was originally published here.