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Content and social media marketing for hotels

Content and social media marketing for hotels

For hotels, content marketing and social media marketing are ways to attract traffic from potential customers interested in their niche market. Below, IHCS explains what both tools are and how they work.   Content Marketing The Content Marketing Institute defines content marketing as a “strategic marketing approach focused on the creation and distribution of valuable, […]

For hotels, content marketing and social media marketing are ways to attract traffic from potential customers interested in their niche market. Below, IHCS explains what both tools are and how they work.

 

Content Marketing

The Content Marketing Institute defines content marketing as a “strategic marketing approach focused on the creation and distribution of valuable, relevant and consistent content to attract and retain a clearly defined audience and ultimately drive profitable customer action”.

For an independent hotel, content marketing is perfect when it comes to attracting users from the niche market for which the hotel is targeted. In this sense, the important thing when it comes to content marketing is to include information on the hotel’s website or any other channel (such as social media) that is not only useful, but also relevant and connects with potential customers. In this way, the content that is published will help to increase visits and traffic on the platforms where the independent hotel is being marketed.

Nowadays, the visibility of a hotel’s website on search engines such as Google or Bing can be the difference between success and failure. The higher the visibility of the hotel, the more likely it is to attract customers and bookings. Thus, content marketing emerges as an ally to achieve this visibility and positioning in search engines. However, this marketing must go hand in hand with:

  • An accessible and attractive website.
  • An intuitive and simple booking engine, to increase conversions (i.e. to get more users to make a successful booking).
  • A Google My Business account, as it allows you to project a better image to customers, while facilitating the publication of news, offers and promotions.
  • Publication of relevant content. For this, it is essential that the website of your independent hotel has a blog, where you can publish content that provides useful information for users.

It is also important to note that good content marketing goes hand in hand with SEO, SEM and social media marketing. These concepts, their usefulness and how to put them into practice will be discussed below.

 

Social Media Marketing

Social Media Marketing is a digital marketing strategy that involves the use of platforms such as Facebook, Instagram, Twitter, LinkedIn and others to promote and market products, services or businesses. It involves creating engaging and relevant content for the target audience, interacting with users, building an online community and increasing brand visibility and engagement.

When it comes to social media marketing, it is important that visual content is engaging, using high quality photos and videos. It is also essential to interact with followers, responding to comments, messages and mentions from users to build relationships and improve customer satisfaction.

Indeed, Social Media Marketing can be a powerful tool, as it allows you to reach travellers directly and build an online community. However, it is important to maintain an active, authentic and engaged social media presence to achieve effective results.

 

Social media marketing tools

Social media marketing tools play a key role in implementing effective, audience-focused strategies. These tools enable efficient planning and scheduling of posts, tracking results, analysing performance and interacting with the audience in a systematic way. They also facilitate the creation of engaging and visually impactful content, improving the quality of publications and strengthening online presence.

Some tools that could be especially useful for your independent hotel’s social media marketing are:

  • Hootsuite: Allows you to manage and schedule posts across multiple social networks, track brand mentions and analyse the performance of your posts.
  • Buffer: Similar to Hootsuite, Buffer makes it easy to schedule posts and offers analytics to improve your content strategies.
  • Later: Great for planning and scheduling posts on Instagram and other social networks, especially focused on visual content.
  • Canva: Ideal for creating attractive and professional designs for your social media posts, which is especially important for a visual approach such as hotels.
  • Instagram Insights: Provides detailed insights into the performance of your Instagram posts, allowing you to better understand your audience and adjust your strategy.
  • Facebook Insights: Provides analytics on audience, reach and engagement on your Facebook page.
  • Google Analytics: Although not specifically a social media tool, it helps you track traffic coming from your social media profiles and understand how visitors interact with your website.
  • Buzzsumo: Helps you identify popular content in your industry and discover which topics resonate with your audience.
  • MeetEdgar: Useful for recycling and automatically scheduling past posts, which keeps a steady stream of content flowing.
  • Reputology: If you want to track reviews and mentions of your hotel online, this tool helps you manage and respond to guest feedback.
  • Local Measure: Allows you to monitor and respond to social media mentions of your hotel in real time, which is especially useful for maintaining a positive image and addressing guests’ needs.
  • Socialbakers: Offers advanced analytics, competitor monitoring and the ability to adjust your strategy based on industry insights.
  • Sprout Social: Provides scheduling, analytics, interaction management and monitoring tools in one comprehensive platform.

Remember that the choice of tools should be based on the specific needs of your independent hotel, your target audience and your social media marketing objectives. A specialised hotel consultancy like IHCS can help you develop an effective social media strategy for your hotel: don’t hesitate to contact us.

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