To ensure that the number of orders or your market share increase, it is essential to be active on social media. Social media plays an important role both in the awareness phase where you inspire people to buy your product or service and in the consideration phase where they choose which company they will eventually work with or buy the product from.
Let’s start at the beginning: the awareness phase. In this phase, you need to communicate the existence of your company and put it in the spotlight. In this phase, it is not necessary to sell, but mainly to inspire people and show them what you can offer. So on social media, you can post photos and reels or videos of the different facilities, products or services that you offer. In addition, you can also use a virtual tour to show the various facilities, products or services, and by using labels in the virtual tours, you can also give extra information.
After the awareness phase, the consideration phase is also important. It could be that your (potential) customer has been stimulated to travel in another way. For example, a colleague who has just booked a holiday or is returning from holiday, stress, fatigue, bad weather, etc., has a great experience to share. However, your business must become top of mind or at least an option to book in the consideration phase. Besides the fact that most people will start their search on Google or third-party websites like Booking.com and Expedia, most will also look for additional information on your social media page or website. Therefore, it is crucial that your social media page stands out and is up to date. How? Be sure to check out the following tips:
- Inactive social media account
Do you have an Instagram account but have not posted on it for over a year? Consider deleting this account or giving it a new life. Also, see if your target group is active on this channel. Not every channel is equally relevant to your hotel.
Make sure your content is attractive and inspires. Make sure you post lovely photos with guests, clients, staffand your business, but also that you have different formats. For example, you can post videos, panoramas, and pictures. If you let 3DEE create your virtual tour, you will also get a video of the virtual tour, panoramas, and photos you can use on your social media!
- Retargeting & paid advertising
Sometimes, people visit your social media pages but do not have an immediate intention to buy. Yet, you should not consider them as lost customers. On Facebook and Instagram, you can use paid advertising to target specific people who have been on your social media page to remind them that you are an option for a future purchase. Thanks to the chat function on the 3DEE virtual tours, you can also retarget everyone who sent a message so that you won’t lose a single lead!
When creating content on social media, you should always keep in mind that you are not making it for yourself, but for your followers. Therefore, the content must be sales-focused but also contains other communication. A good Instagram page balances entertaining, educational, inspirational, and conversion content. Keep the 80/20 rule in mind, but take it with a grain of salt, which means 20% of your posts should be about your sales, and 80% should contain other communication (did you know, event, staff, reviews, etc.).
- Engage with your followers
You create the content for your followers, so make sure you interact with your followers and create a real community. By communicating with them in this way, you lower the barrier for them to contact you or book with you!
When you create an Instagram post, you can also post it on Facebook or create a story from the same post. Try to reuse the content as much as possible and post it on different channels. The more platforms you communicate on and the more diverse communities you use to get your message across, the more likely people will remember your message and book with you.
- Analyse your results
There is nothing more annoying than a post that you have put hours of time and energy into and eventually only gets 3 likes. Analyze the different results. How many people did you reach with this post? Was it the right time to post? Was the message clear? Maybe the message was not clear or not visually appealing. The more you analyze your results, the better your conversion will be and the better you understand your customer. This is also very important in paid advertising. If you see that you are sitting on €150 per lead, for example, this might be too high, and it might be time to deactivate the campaign and come up with a new one.