Social Media Success for Hospitality
Consuming hospitality is all about consuming an experience. Social media provides an abundance of content for this industry as buisnesses operating in this sector are provided with a host of customer-generated content.
When considering how a hospitality provider should promote itself, social media should be the number one go-to marketing deliverable. This is because you can showcase the experience that people will receive from purchasing your hospitality, whether that be from your own videos and pics as well as customer-generated content #FoodPorn
People literally want to see and understand the experience which they are going to pay for. Social media makes it extremely easy to identify potential customers based upon their lifestyle, job title and purchasing habits through people’s data being housed in social media AI.
From our experience working with clients, we have come up with a highly effective content strategy for taking advantage of the new market trends. A guide to which you can find below:
How to be Successful on Social
Creating and Curating
The first thing you need to do is to come up with an effective social media strategy. There are loads of routes to go down depending on how much time and budget you have:
Identify your target market, create an audience profile including their job, interests and behaviours
Directly target content to people by your audience profile
Use paid strategy to get your message out to new people
Create organic content to supplement the paid campaign
Be clear and direct with your messaging
Remarket ads back to your engaged audience
Target your ads to people with similar data to expand a good quality audience
Our top tips
With years of experience doing this ourselves, we are well placed to offer you tips on how to maximise your success on social media:
- Try as many pieces of creative as possible (graphics or photos) – Aim for 500 – 1000 creatives. You don’t know what will work so try everything until you have an idea of what your audience engages with. If something doesn’t work so what? It doesn’t matter in the long run, just focus your efforts on creatives that work.
- Do the same with posts – The text you write is secondary to your image, but it’s a close second. Experiment with different tones of voice and calls to action.
- Be patient at first – It will take a couple of weeks for everything to average out and show your realistic results, leave it for a while and then come back to it.
- Monitor your campaign regularly – After the go-live period make sure you check your campaigns with regularity. If something blows up overnight you want to react to it and run with similar content for a while. Make checking facebook Pixel and Google Analytics part of your weekly routine. Try to understand how your social media is impacting other acquisition channels into your website.
But how do I get my content to the right people?
What’s the point of putting all this time and effort in if you’re showing it to the wrong people? Or worse, no one at all…
The quickest and most effective way of showing your content to the right people is with paid advertising.
Paid ads are great as you can target your ads to people by demographic, interest and behaviour. We used a combination of these things to target paid content towards landlords in a within our client’s operating area – see the details below.
We recently ran an online campaign for Corporate Hospitality packages with a Premier League Football Club. The key success are: