Are you a fan of better return on your investment? Would you give a thumbs-up to a more effective marketing plan?
If your reply is yes, you will love these insights. Let us share our top 5 tips on the most effective retargeting techniques on Facebook for independent hotels.
FACEBOOK ADVERTISING FOR HOTELS
We all know that the social media giant should be an integral part of our marketing plan.
Facebook offers a multitude of options to reach potential guests: from geographical targeting, to age and gender selection, to special interests such as hobbies or beloved TV shows.
Do you want to influence guests who have already expressed interest in your offering?
The solution is called retargeting. This is your golden opportunity to turn a customer’s tentative interest into confirmed business.
1. RETARGET VISITORS WHO ABANDONED YOUR HOTEL BOOKING ENGINE
If you have collected guests contact information during an unfinished booking, you can create a list of people to reach with retargeting.
Placing a Facebook pixel on your website allows you to track what specific actions or pages people take while browsing your content.
Using the pixel, you can create ads retargeting travelers who have visited your website, with specific content, alluring offers or promotional codes.
Your ads will appear on desktop, mobile and tablet, regardless of the device customers used to originally see your offers.
Return on Ad spend (ROAS) can be improved by leveraging interesting content, image, or video and examining how ads perform in each placement.
2. CONNECT WITH CUSTOMERS WHO ENGAGED WITH YOUR FACEBOOK PAGE
With Facebook ads for hotels, you can reach out to people who have interacted with you in the past: stayed with you once, visited your page, commented on a post, clicked a call-to-action button, sent you a direct message, or saved a post.
Why not reward these people with a time-limited offer linked directly to your booking engine?
You can make customers feel valued and special by offering a unique package that is not available anywhere else online.
Take this opportunity not only to drive revenue but to build a relationship and forge loyalty.
3. FOCUS ON PEOPLE WHO WATCHED YOUR HOTEL VIDEO
Use videos to show multiple features of your hotel. You can show the rooms, the hotel lobby, the gorgeous, spa and golf course.
Show several breathtaking views and provide plenty of benefits why viewers should want to book with you.
Then, you can create potential guests from people who spent time viewing your videos on Facebook.
Considering that 60% of consumers book after watching a video, industry professionals agree that this content offers the best return on investment.
4. INTERACT WITH COUPLES WHO BROWSED YOUR WEDDING PACKAGES
Couples spend endless hours on the Internet in search of the perfect wedding location.
While you know exactly how many brochures were handed out during your last wedding show, you may not have any idea how much interest your packages generate online.
With Facebook advertising, you can get a second chance and retarget every single person who downloaded your wedding information.
5. REACH OUT TO PATRONS INTERESTED IN AN EVENT AT YOUR HOTEL
Facebook’s event function is a goldmine for hoteliers - especially to promote special dates and one-off occasions such as Christmas parties, a resort open day or Valentine’s Day.
If you haven’t deployed this option yet, we would urge you to make the most of it.
Facebook advertising offers numerous ways to engage your audience with ads and organic content.
Implement common successful event marketing strategies, such as the fear of missing out (FOMO). This creates an urgency to perform an action, such as booking.
Use a combination of paid and organic advertising for consistency.
Your efforts for retargeting on Facebook should include:
- Target your email subscribers on Facebook.
- Target people who visit the wedding part of your website.
- Target high-end couples based on their college or workplace.
- Target your current clients with a specific special offer.
- Target your Google AdWords visitors
Moreover, you have the option to create so called ‘lookalike audiences’ to reach more people on Facebook who have similar characteristics to your best customers.
As always, we are here to help make the most of your Facebook retargeting campaigns for your hotel.
Drop us a line and our digital marketers will guide you through the best options.