Many hoteliers feel that social media has little impact on revenue. But, when used correctly, social media is proven to drive more traffic to your hotel’s website.
In fact, social media is no longer a luxury. It is a necessity for any small business looking to engage with guests and drive direct bookings.
New York Times bestselling author and social media expert Gary Vaynerchuk outlines the secrets for building relationships with customers on social media in his book Jab, Jab, Jab, Right Hook: How to Tell Your Story in a Noisy Social World.
The book isn’t just another marketing script that leaves you with a can-do feeling but no clear action plan. Vaynerchuk outlines a simple formula that’s easy to follow and offers practical advice that you can actually put to use right away.
Business is like boxing
According to Vaynerchuk, marketers should take a similar approach in their strategies as boxers do in the ring: who wear down their opponents with light jabs until they find the perfect opening to deliver the knockout punch (aka go in for the sale).
But there’s one main difference: for marketers, “Jab, jab, jab” really means give, give, give.
When someone meets your brand for the first time, you want to give as much value as you can, before going in for the right hook by delivering a call-to-action.
Vaynerchuk says the perfect right hook consists of three characteristics:
- The call-to-action is simple and easy to understand.
- It’s perfectly crafted for mobile, as well as all digital services.
- It respects the nuances of the social network with which you are distributing the content
With this formula, you can lay your hotel’s foundation for building a trusting, and ultimately more profitable, relationship with each guest.
5 Must-Haves for Great Hotel Social Media Content
When creating social media content for your hotel, it’s important to remember that it’s not all about you. It’s about delivering value to your guests and followers on social media. Keep this in mind: The greatest social media content is native, doesn’t interrupt, doesn’t make demands, is concise, and is consistent and aware.
1. “Content is king, but context is God.” – Gary Vaynerchuk
One of the major points that Vaynerchuk points out in his book is the power of context. You can create the best content for your hotel’s social media accounts, but if it’s not relevant to the platform you’re sharing it on, it can still fall flat.