Social Media Isn’t a Single Strategy
Social media isn’t meant to be used as a single strategy to gain more bookings.
When it comes to online marketing for your hotel, all of your efforts should be seen as a single ‘product’ that you are using to drive traffic and direct bookings. This includes SEO, Content Marketing, PPC Campaigns, Video Marketing, and a fully Optimized Website among other strategies.
Hoteliers need to understand that using social media in conjunction with all of your other online strategies is what makes it so powerful.
Since social media oftentimes works as an assist and is viewed toward the beginning of the purchasing process, you might not always realize the impact that it can have. Be sure to dig deeper into Google Analytics to see how social media is playing an assisted role in your online conversions.
Search- Ranking Higher
Many hoteliers are aware that SEO has a lot to do with different keywords and tags you are entering directly on your website, but there are also external factors outside of your website that also play a role in how you are ranking.
This is called off-page optimization, and part of what contributes to this is social signals. You gain high social signals based on how well other users receive your posts on your social media channels. In other words, is your content being shared, liked, or reposted?
Every year, SearchMetrics does a study on the top-performing websites in the United States. What we learn from this study are the factors that correlate with high-ranking sites.
In other words, what are all these top-ranking sites doing that is most likely assisting them in achieving a higher ranking?