You are surrounded by competition. You are managing everything the way you think it should be. Customers love your business. But there is only one problem; you are unsure how to get more customers to love your business and spread the word. Stop making the same hotel marketing mistakes over and over again.
Here are the three biggest mistakes we witness on an almost daily basis:-
1. Hope is not a strategy.
There’s a saying – “If you build it, they will come”. Unfortunately, it doesn’t quite work like that. You have to have a marketing plan, a strategy for getting new and repeat customers. Sit down with your management team and talk through what is going to attract people to your hotel other than the rooms, service, and experience (which are all important of course). Write it out, identify your objectives, how you will measure success and assign tasks to execute it. We’re surprised how many hoteliers don’t have an actual marketing plan. It’s quite shocking really.
2. Paying a social media agency to do “social media management” for your hotel.
This seems crazy to say since we are an agency but there are so many bad agencies out there that we have to address this. Just because someone knows how to post on Facebook, Twitter and Instagram it doesn’t make them a social media marketer. You don’t need social media management, you need social media marketing. And the amount of agencies who truly understand “marketing” is few and far in between. Most will keep your pages updated and do nothing for you except waste the few hundred pounds a month that they are sucking out of your hotel marketing budget. If their efforts are not bringing in DAILY customers from Facebook, Instagram or other social media sites, then fire them as soon as possible.
3. Overlooking the power of local online advertising.
If you aren’t reaching your audience through social advertising you are completely missing the modern marketing boat. We’re not talking about boosting Facebook posts. That’s the shortcut way of advertising on Facebook. It’s lazy, but Facebook will happily take your money. Sure, you’ll get some reach and some results, but you should do the work to maximize the money you are spending. We’re talking about diving into Facebook Ad Manager and learning how to target customers, having control over your ad placements (you have none when boosting from your page) and having ads separate on Facebook than just on your page’s feed. If you want Instagram advertising to bring in customers, you have to market and advertise deliberately to the Instagram community that surrounds you. With Snapchat’s geo-filters and Pinterest’s audience targeting capabilities, you can’t afford to be left behind any longer.
In future posts, we’ll share some “how-to’s” and guide you along the way. Hotel marketing has changed a lot over the last decade and it’s often tough to change with it. You know you need to do something but not sure what it is. Our goal is to help give you the clarity you need to navigate the waters a little more smoothly.