As any marketer will agree, mixing business with social media is futile unless you follow certain rules of engagement.
One of the first rules of engagement is subtlety – such as, delivering your message obliquely or in a series of steps framed in response to a prospect’s comment. A skill that overlooked by most businesses on Facebook.
Even in the hospitality sector where engagement is infinitely easier, some hotels restaurants or coffee shops still seem to overreach with their messages.
Assuming all the rules of engagement are adhered, how has Facebook changed the platform to allow businesses to advertise and promote to it’s members and how might best this be used?
The premise from which to conduct your Facebook marketing is lead generation as members don’t log in to Facebook looking for a product or service, but to interact with friends and family.
Here is the value of knowing your ideal customer’s profile, because Facebook allows you to closely match that profile with their members and thus target your marketing with a high degree of accuracy.
The downside for businesses is Facebook is constantly evolving it’s practices and policies on the basis of maintaining a high quality user experience for members and generating it’s own revenue. So an expert business approach is crucial to generating leads on Facebook successfully.
Becoming an expert on Facebook requires a working knowledge of most, if not all, of Facebook’s capabilities. Only then can a strategy be devised based upon which of these capabilities are best fitted to accomplish your business goals. This will vary depending upon your industry and scope of business. Even within the same industry some hotels will adopt a different strategy due to size or location.
Most social media consultants are able to develop a strategy for certain industries. But unless you have someone in-house devoted to Facebook on a day-to-day basis, results will be limited. Some industries are not such a good fit for Facebook, such as B2B for example.
The Way Forward
Ideally a hotel, restaurant or coffee shop will hire a consultant initially who will help identify their ideal customer. Then work out a lead generation strategy according to budget.The hotelier then would assign the daily task of engaging prospects and cultivating leads as well as other promotional messages to an in-house employee.
A Hoteliers’ Facebook Strategy
The hotel sector is ideally positioned for engagement on Facebook, and if done expertly can even drive bookings directly to the hotel. We recently released a report, Bespoke Social Media for Busy Hoteliers, that showed how a little-known hotel in Cumbria developed their strategy. You can download it free and see illustrations of the type of results achievable: Bespoke Social Media for Busy Hoteliers
To find out more about how you can use Facebook to engage and generate more leads for your hotel email: email@example.com