As you hop into your Facebook business page and see the words “write something…” loom menacingly in the post entry field, you may feel the twinge of stage fright. What should you say? What sort of photos do you post? If you’re trying to sell packages, how would you go about that? Social media for hotels can be tricky, but one thing’s for sure: you can’t just wing it and expect results. Use these messaging tips to develop a strategy that’ll delight, excite, and take your social media marketing to the next level.
1. Speak To One, Not To All
When you’re writing a Facebook post, don’t think of it like you’re talking to the masses (even though you kinda are). Pretend you’re initiating a one-on-one conversation with your ideal customer. Maybe it’s Jane, the empty nester; or perhaps it’s Sarah, the young mom searching for a family vacation. When you imagine yourself talking to one person instead of 500, crafting social media posts gets a whole lot easier and makes you sound much more approachable.
2. Channel Your Hotel’s Personality
You probably wouldn’t have a very engaging conversation with a robot, so don’t let yourself sound like one. Set some tone guidelines prior to your dive into social media. Will your audience respond best to a silly, aloof voice, or will you channel a more refined, concierge-like persona? Whatever the case, find your lane and stay consistent with your digital character.
3. Show, Don’t Tell
You know what they say — a picture’s worth a thousand words, and there’s no reason not to include a photo (or video!) in every Facebook post. According to a 2015 study by Locowise, organic Facebook engagement is highest on posts with videos and photos, with an average of 14% of users reached being compelled to comment or share. When you’re crafting a link post to your website or another, be choosy about which photo appears in the link preview. If the photo wouldn’t help inspire you to click on the link, don’t roll with it. Upload a better one or browse the web for a royalty-free photo to use instead.
4. Add Value With Your Expert Insights
What does it mean to add value to your social media messages? The answer is in the intel. It’s that insider knowledge that only you, as a local know-it-all, can provide with expertise and authority. Strive to be the travel guide of your area — share the best places to grab a bite, catch live music, dates to save, and new developments in your region (like a newly-constructed bike path or an ice cream parlor). Your followers should be excited to see what you’re going to post next because it’s in their best interest.
5. Measure Performance and Make Adjustments as Necessary
No strategy would be effective without regular performance check-ins. Set aside a regular time every couple of months to evaluate how much engagement you’re drawing on Facebook, and make adjustments to your voice and messaging strategy as necessary. There will always be new developments in the hospitality industry and the digital realm that will affect your social media marketing strategy — keep up on the trends and break ahead of the pack.