So let’s imagine for a moment you’re the owner of a luxury hotel, but this could be any business it’s just that luxury hotels suffer more than most from what I am about to take you through, and you’re posting regularly on Facebook and Instagram, occasionally on Twitter and results are not what you expected or hoped for, what can you do about it?
It could be that you have 20,000 or more followers but if engagement and shares are poor then it doesn’t really matter how many followers you have if they are not engaging with you.
Let’s take a look and see if we can remedy this.
I have been monitoring high end businesses for a while now, especially luxury hotels, and what’s happening is they are getting lazy. Some have this idea that just because they have a lot of followers its ok to take their eye off the ball, believe me it’s not, because customer experience is everything these days.
Let’s take Facebook as a case in point, Facebook is by far the biggest and most powerful social channel and it should be used to not only promote your hotel but to give your visitors, both old and new, the best experience you can. Facebook is fantastic for telling your story but many don’t, it’s the same bland updates day in day out.
What can we do?
I want you to think about why people flock to Facebook before any other social channel, escapism pure and simple. People go to escape, reconnect and connect with friends and family but because we can search and see other people posts we get a fantastic snapshot of their world. People want to see content that’s relevant, fun and useful. Most of what’s out there from high end businesses is the exact opposite.
This is where your hotel, especially if you have a luxury hotel, can really make a massive play.
For most that visit Facebook we know it’s aspirational and more than likely they will never be able to stay the hotel, but because they are thinking about it and drooling we have to think that it’s not impossible, you never know. But that should not stop you from connecting and maybe answering a few questions, should it? No this is the perfect excuse to connect with potential guests and it will help you ‘get the word out’ that you listen, you are respectful, helpful and the place to be.
Most hotels, and other businesses are missing a massive opportunity to connect and have people share their content.
This example is typical of what I mean:
Click image for full size view
This is just pure laziness on someone’s part. I haven’t included the name as the person/s responsible could be in trouble and that’s the last thing I want, but come on this is lazy marketing at its worst.
What could be better?
- The post mentions awards but where are the images to help the viewer decide who to vote for or at least engage with the viewer
- This post should be full of fantastic images or at the very least pictures or even better, videos of last year’s event
- There should be ‘calls to action’ CTA on what to do next, with links but nothing
This isn’t the only incident, this is something that goes on a lot, especially on Facebook.
So what can you do to increase engagement?
Simple, it’s not enough to upload fantastic images and video, although it certainly helps, you have to engage with your audience. The viewer has to feel part of the ‘community’ and be included, it’s not to ask a question or make a comment and then be ignored.
I speak to quite a few hotels on digital marketing and most come back with the same answer, “we don’t have time” or “we missed the comment”. You, whatever your business, can’t afford to miss either as this is reputation damaging on a major scale.
“The social phone is ringing. Are you picking up?” – Marcel Lebrun, founder of Radian6 (now Salesforce Radian6) coined this important phrase
So what’s to be done?
There’s a lot that can be done initially, monitor your feed for comments and shares, thank the person who commented, create a content calendar, blog with passion and reply within a reasonable time.
NLT is a concept by Keith McMean to help you break out of the old way of thinking when it comes to your business and how to grow it successfully. If you have any questions or thoughts on traction we can talk them through in the comments, this way if you have a fantastic idea I can give you the credit you deserve and if I use it in a future post you’ll be right there with me.