Creating a successful online presence is vital in the field of hospitality. This requires using effective social media strategies and content marketing.
With the hospitality industry being one of the hardest hit by COVID-19, businesses are doing everything they can, from automating the hiring process to paying more attention to their social media strategies, in order to thrive. Here are five tricks that help them combine social media and hospitality successfully.
1. Showcase the right content to the right audiences in the right places
Every hospitality business is different, from a boutique hotel to a bed and breakfast in a trendy location. The majority of people expect hospitality providers to engage with them with content that addresses their needs from the time they first start anticipating that trip.
Each social media platform serves a different demographic and a slightly different purpose. For example, on Pinterest many women spend time pinning images of the places they would like to visit in the future. Some of them plan family trips and reaching them in the planning stage can be useful.
A social media expert at best essay writing service says Instagram is popular for stunning photos of people enjoying visits to various destinations and tends to have a younger demographic. Hospitality businesses need to know which channels their clients use the most.
They need to decide how many social media platforms to use and how to integrate a strategy across these platforms to meet the needs of clients at all stages of their journey.
2. Regularly post the right type of content
Hospitality businesses often post regularly when they first start using social media but this often falls off when they get really busy. Having a content calendar helps to keep track of previous and future topics for posts.
The content marketing expert at a reputed dissertation help is of the view that it is important to create a timeline for posts, topics and select hours for posting based on engagement on earlier posts. Checking analytics on different platforms to review best performing posts and times can help to determine when to post.
Another content expert at an Australian writing service says that simple topics such as upcoming local events, staff highlights, insider secrets about attractions and places to dine are all popular. It is important to investigate keywords and topics that will bring relevant traffic to a website. A website like Buzzsumo can help with identifying trending topics within the industry.
Using a calendar format enables hospitality businesses to work backward in preparation for upcoming events. For example, if a venue is hosting a wine tasting, it is important to promote it to the public well in advance.
Consistency, such as regularly sharing Instagram Stories, can help to keep followers engaged as this is the first thing users see when they log in.
3. Include user-generated content
A Buffer report revealed that 84 percent of millennials said user-generated content on company websites had an influence on what they bought. Hospitality businesses have many opportunities to use user-generated content as part of their social media strategies. For example, they can create opportunities at their venues for guests to take photos and ask them to use hashtags across all platforms.
According to a social media manager at essay writing service, using hashtags is an effective way to make posts more relevant and accessible and also makes categorizing online marketing campaigns and tracking results easier. A dedicated hashtag may be as simple as using the name of a venue.
The digital marketing head at the best assignment writing service cites a good example here. The Marriott has used the hashtag #travel brilliantly for many years now across its social media marketing and it still gets engagement. Other popular hashtags include #travel, #luxury and #vacation. Location-based hashtags are also very popular, such as #nyc or #hawaii.
4. Source relevant influencers
When it comes to finding the right influencer, it helps to browse influencer marketing platforms. It is not necessary to try and find celebrity influencers with thousands of followers. Micro-influencers with fewer followers often have more engagement with their followers.
Come up with a short list of influencers and then find out who is the best fit by examining their online presence. Find out how often the influencer posts, whether the content will resonate with your specific audience and how saturated the channel is with sponsored partnerships.
On influencer marketing platforms, it is easy to find out other key metrics, such as follower count, estimated cost per post and average engagement rate.
Connecting with an influencer who has already acted as a brand ambassador for a venue could create a ripple effect. Other influencers who follow the person may make a booking, hoping to experience what they first influencer enjoyed. Yet others may book thanks to what they post and so the ripple effect continues.
5. Get quality online reviews
Hospitality businesses need many quality online reviews if they want to perform well. Most travelers rely on review sites when deciding where to book. TripAdvisor is one of the most well-known review sites.
Claim a TripAdvisor listing in order to be able to respond to reviews, update details about a venue and get analytics. Updating even small details is important so that what people see online is what they will experience in reality. They are already building expectations with what they see online and when this does not match up in real life, it could trigger a negative review.
Responding to reviews is one of the best ways to show that a business listens to customers and pays attention to their needs. It is important to respond to both positive and negative reviews.
Reply to negative reviews in a professional yet friendly way. If a complaint is warranted, apologize to the person and say what actions are being taken to address it. Always thank guests for feedback and show that what they say matters.
Using the right social media strategies can make a huge difference in the hospitality industry. Once the various platforms are understood, the value of setting up a schedule, carefully choosing content and posting it regularly becomes more apparent. This enables followers to become more loyal, communication networks to expand and more opportunities to arise. Social media marketing is not a choice today but a requirement to thrive in the hospital industry.
Michael Gorman is a UK-based academic writer working as a freelancer for top online writing services. He is presently in contract with assignment writing services Australia, a leading custom paper writing service and https://dissertation-today.com/. His expertise is in writing lab reports, coursework, research papers and presentations. He is currently authoring a book on the role of writing in a student’s academic career development.