The social media landscape is as cutthroat as it gets, with thousands of businesses often competing for the same attention. Couple this with a consumer whose concentration is split between a million different memes and it can be very difficult for your page to maintain a high level of engagement.
Platforms like Facebook are increasingly being used for entertainment purposes with viral videos and images dominating the news feed. Most of the time, people don’t want to spend a great deal of time on anything that doesn’t immediately pique their interest.
A recent study has revealed hotels and marketers may need to take a direct approach to engaging customers, with normal Facebook post engagement dropping by 48% while those that asked for a comment or share grew by 77%.
The takeaway being that if you don’t ask you don’t get, however many businesses are still reluctant to ask for retweets, likes, shares, and comments.
Fortunately, there are other ways to get your followers involved in your social media activity, and it doesn’t have to involve shameless self-promotion or begging for adoration.
Here are 8 tips to keep your bed and breakfast’s social media followers engaged…
1. Paint a picture with photography
Attracting the eye of your followers is vital if you want them to engage in your content.
A study found that Facebook posts with photos get 53% more likes. If you’re not using images in your posts you’re going to be falling way down the food chain.
Make sure you have some high quality images of your property at your disposal, with a good selection of all the rooms, features, and amenities.
2. Connect to related pages and businesses
The content you use doesn’t always have to be your own. Being able to drive traffic to your website via someone else’s marketing is not as cheeky as it sounds, because while you’ll be tapping into their audience they’ll also gain access to yours.
There are two ways to do this; resharing and mentioning:
Resharing is when you see an interesting post about your local area or an industry related topic by someone you follow and share their post on your own page.
Mentioning is when you’re talking about something closely related to, or supported by, another page. It’s polite to credit them and when you do they’ll most likely share it on their page too.
3. Listen to your audience
It may sound obvious but knowing in advance what your followers are interested in, and also what they are already saying about you, will go a long way to helping you create more engaging posts.
Ensure your property is listed on review webpages like TripAdvisor as well as OTA sites to find out what guests are happy with, and what they’re looking for.
You can then mould this information for your own purposes and post content that will resonate with your followers.
Another way of garnering insight is to encourage your guests to fill out a survey or feedback form during the check-out process.
For example, if everyone is loving your pool area you can write a post around based on that in the future.
4. Make it interesting and avoid too much self-promotion
If you want an audience to remain on board with your social media, it goes without saying you’ll have to include some variety in what you post.
As great as your B&B might be, constantly bragging about it won’t get you anywhere. In fact, it may even cause you to lose followers.
Marketers often refer to the 80/20 rule, meaning only 20% of your content should be about your own brand. The rest should be industry related or focus on your local area.
5. Capitalize on user-generated content
Don’t do all the hard work yourself, give your followers the chance to have their say.
Encouraging guests to share their own story and experiences is a fantastic way to promote your property without actually selling yourself. It also gives other followers more relatable access to your business and builds an extra layer of trust.
You can encourage this UCG by asking questions and running polls.
For instance, you might encourage guests to share their favourite holiday snap or quote the most memorable moment of their trip.
6. Post more often
If you’re unsure about how much content to post, you might err on the side of caution and be sharing too little.
Don’t be afraid to post even five times a day but make sure you target optimum times during the day.
Common slots include: before work, lunchtime, after work, after dinner, before bed; these are the times
when more people are likely to be online.
7. Competitions and trends
People will always jump at the chance to win something for free.
Posts like ‘share this status for the chance to win…’ require minimal effort from the consumer and it could open your business up to a huge number of new visitors as your page travels quickly around many different circles.