Ways to Make Your Hotel’s Online Marketing Campaign More Effective

Marketing matters as much or more than any single factor in determining how successful your hotel can and will be. Everything positive about your hotel, from the actual rooms and amenities to the location and nearby attractions, can be promoted through a well-thought-out and coordinated social media hotel marketing campaign. Your goal should be to maintain an ongoing conversation with your current and potentially future customers.

Are you doing everything right to generate more business and greater returns for your hotel? Almost every hotel’s social media campaign can be improved in some way.

1. Don’t send mixed messages on different social media platforms. It is crucial to stay consistent with the information you provide whether it is on your website, on Facebook, or part of a mobile app on a smartphone.

2. Do make your email marketing catch the attention of every person contacted. When a new person is added to your mailing list, always thank them for signing-up.

3. Don’t make the mistake of using the same images over-and-over again. While it can be tricky to remember what you published three months ago, you can use a site like Dropbox or iPhoto to keep your images organized.

4. Do keep your website current and up-to-date. A hotel’s website is like the entrance to the hotel. Put your best foot forward when guests arrive to either your actual hotel or to your hotel’s website. Regularly review and compare your website to some of your competitors and try to have the best site.

5. Don’t make changes to your website just for the sake of change. There is a delicate balance between never changing what you do and making constant changes. Don’t confuse visitors by changing the layout, color scheme, and type of information typically provided. Occasional changes can be good, but frequent sweeping changes are usually not advised.

6. Do check and make sure that your online links are not broken before they are published. While it is always possible that a visitor will click on a link and it does not work, if this occurs regularly, it will drive visitors away from your website or social media pages.

7. Don’t disappoint your guests by over-promising. While there is nothing inherently wrong with using flowery language and displaying inviting poolside images to make your hotel appear as attractive as it can be, avoid claims that you have the best breakfast in town when all that is really offered is coffee and donuts. Disappointed guests will tell their friends just how disappointed they were if they have been misled.

8. Do focus on the “Big Three.” Facebook, Twitter, and Linkedin should all be platforms in your social media strategy. Facebook reaches the most people, Twitter gives users the most succinct updates, and Linkedin appeals to the business-oriented traveler. You can further extend your reach to a wider audience by also including other popular platforms such as Pinterest, Instagram, Tumbler, and Snapchat.

9. Don’t make grammatical or spelling errors on your website, they come across as unprofessional. Have several pairs of eyes proofread your copy.

10. Do share new blog posts. Google ranks new blog posts higher in searches when they are shared within two hours of being published.

11. Don’t get lazy. No one will read your blog if you do not keep it fresh and interesting. Your website should provide information about upcoming events and new topics. It takes some effort, but the work will pay off.

12. Do encourage recipients of your emails to open them, read further, and even forward them. Use a catchy headline. Then, when they do click-to-read, feature some photos showing guests enjoying their stay at your hotel.

13. Don’t ignore complaints. Whether it is on an independent site like TripAdvisor or on your own site, when people comment on a negative experience at your hotel, answering their complaints is a good way to show that you are paying attention and actually care about your guests.

14. Do celebrate and respond to your fans and to those who comment. Take a moment to reply professionally to comments.

15. Don’t overuse hashtags on Twitter. One or two is fine, but a string of five or six is excessive.

16. Do make it easy for your visitor to get the information she or he wants. Instead of sending a follower to the homepage of your hotel’s website and then making them click again to get to the reservations page, send them a link that will take them directly to the reservations page.

17. Don’t buy followers. This can compromise your accounts in more than one way.

18. Do post colorful images. Always choose images that you have the legal right to post and make sure the images are tasteful and consistent with the brand you are promoting.

19. Don’t assume that everyone shares the same religion, especially during holidays.

20. Do be a steward of our planet by seizing every chance to be environmentally conscious and encouraging readers to interact responsibly with our delicate planet at all times.

Lastly, don’t make a person who is using a mobile application go to another website. If you have an app for restaurants in your area, for example, the user should be able to make their reservation for dinner on that app and not have to go to the restaurant site, or call a phone number to secure a table.

Happy social networking and remember that with great power comes great responsibility, so be sure to carefully choose your social networking posts for the longterm success of your company.

Infographic: here is a compelling infographic online by Sam Kucinitz visually illustrating some of the principles outlined here http://blog.hubspot.com/marketing/dos-donts-facebook-business-infographic