• Products
    • Products

      We offer thoughtfully crafted products that exceed the industry standard

    • Booking Engine

      A booking engine based on the highest standards, built to convert and empower

      Learn More
    • Website Builder

      Built to ensure that your hotel website never goes out of date

      Learn More
    • Hotel Gift Vouchers

      Easy-to-use platform that enables you to customise and sell vouchers

      Learn More
    • Meta Search

      Experience seamless connectivity using our booking engine

      Learn More
  • Services
    • Services

      Our services are carefully crafted and executed in pursuit of one goal: direct bookings

    • Client Services

      A team of hard-working, dedicated experts from the hospitality industry

      Learn More
    • Bespoke Websites

      Beautifully designed sites that are fully optimised by our team of experts

      Learn More
    • Digital Marketing

      A team of digital marketers armed with all the knowledge & tools you need

      Learn More
  • Resources
    • Resources

      Blogs, podcasts, webinars and more to support our customers in dynamic and helpful ways

    • Blog

      Updated weekly with expert takes on current trends and developments of the industry

      Learn More
    • Podcasts & Webinars

      Listen to or sign up for all the latest tips, tricks and industry insights

      Learn More
    • Knowledge Base

      Access some helpful guides, how-to's and updates on all our products via our Knowledge Base

      Learn More
    • Learning Academy

      Become a certified expert in our products! Upskill and test your knowledge on our Academy

      Learn More
  • About Us
    • About Us

      Get to know our story, our team, our industry partners and the success of our clients.

    • About Us

      Our story, values and team, plus everything in between. Our culture is important to us.

      Learn More
    • News

      Access all of our latest updates, some insightful industry news and events we host and attend.

      Learn More
    • Case Studies

      Our products deliver tangible results for clients. Read about the success of our clients.

      Learn More
    • Partners

      We work with a long list of talented partners to ensure our clients can make the most out of their products.

      Learn More
Book A Demo

Posted

31/08/2015

You’re advertising on Facebook, but you know things can be better.

You know social media can boost bookings. You know the process isn’t as simple as slapping a page together, magically scooping up followers and fans, and blasting out ads. And you know that, to drive more bookings with Facebook, your ads have to convert better. 

So, we’ve put together 7 ways to boost your hotel’s Facebook ad conversions.

Let’s go. 

 

1. Reduce CPC Cost and Boost Conversions With Better Targeting

6,000 high quality fans beat 10,000 low quality fans.

Quantity matters, but not as much as quality. A large group of unengaged fans won’t bring you business. That’s why when building your core group of fans and followers, or targeting new ones, you need to focus on quality to convert potential guests.

According to branding consultant Amy Porterfield, “when you work hard to build a fanbase first, you 

reap the rewards by getting better conversions…without breaking the bank!”

 

h1

2. Offer Incentives To Fans and Followers 

There’s a slim chance of bookings coming straight from your hotel Facebook page. Your page is about engaging potential guests, building a loyal community, and most importantly; building your email list.

Usually, fans aren’t going to sign up just because you asked them too. They’ll be more likely to subscribe and interact if you offer them something valuable in return. Research from Syncapse shows that 42% of fans like a page to get a coupon, and 35% like so they can participate in contests.

One Chicago dealership gained a 24x return on their ads by combining Facebook offers with custom audiences.

If you want to get more out of Facebook advertising, create an enticing offer that links to a landing page. You could:

 

  • Create a short, snappy guide for guests during their stay
 
  • Offer discounts and special activities that are available once people are subscribed
 
  • Have a link to a contest that runs on your website. To stand a chance at winning, have visitors enter their email addresses.
 
  • Offer a quick checklist of activities for guests when they arrive.

 

3. Target Existing Hotel Guests

 h2

(Image from Go-gulf)

A popular marketing adage is: “The best customer you can get is the one you already have.”

Similarly, the best fan to target is the one who is already unlocking his room in your hotel and walking in to unpack.

Think about it: A guest who’s previously stayed with you is likely to stay again. And, while at your hotel, guests are going to be more attentive and involved because they’re actively engaging with you as a business.

Take advantage of that! To grow your fanbase, offer rewards in the hotel for becoming a Facebook fan.

For example, at your bar or front desk you can offer free drinks or discounts in exchange for liking your Facebook page. This increases future conversions because you have stronger leads for targeting. 

 

4. Get Solid Leads With Facebook Custom Audiences

h3

Image source: facebook.com

Custom audiences lets you upload a list of customers from your phone book or email list, which means you can reach a bigger, qualified audience, even if they wern’t fans before.

One game developer, Kingnet, experienced a 40% decrease in cost-per-installs with custom audiences on Facebook.

 

5. Reach Out to Site Visitors

Custome audiences can be used for your website too!

By placing a piece of code on your site, Facebook tracks visitors and compiles their Facebook IDs for your list. People can also be targeted based on the pages they visit on your hotel site, so you can improve conversions with segmented ads for people who clicked off at your homepage, started the booking process, or visited your contact page.

 

6. Use Content to Breath Life Into Your Facebook Page

If your page is rife with posts that promote your hotel and ask people to book, you’ll probably bore your audience.

Remember, it’s social media. To maintain the attention of your fans, mix up your posts.

You can post:

 

  • Interesting events happening in your city
 
  • Idyllic images around your hotel
 
  • Customer testimonials
 

The “fill in the caption” style post is another way to engage fans. Here’s a great example from Pepsi:

h4

Be sure to use images when posting. According to Kissmetrics, posts with images get 104% more comments, 84% more clicks and 53% more likes. Also, make an effort to reply to comments. It shows that you care for your fans—and by extension, your guests—and makes your hotel look more fun.

Looking for more post ideas? Here are 22.

 

7. Keep Your Posts Short and Sweet

h51

(Image from Kissmetrics)

Your fans aren’t expecting in-depth articles; keep your posts short and snappy to maintain their interest. Research shows that posts with 80 characters or less get 66% more engagement.

 

According to Social Media Examiner, 97% of marketers are using social media to support overall marketing efforts, and 84% of respondents indicated that Facebook was the top medium used for paid social advertising.

 

Facebook advertising works. But it has to be done properly.

 

Are you looking to boost bookings with social media? Have a chat with our digital marketing team.

 

Blog


Bookings continue to increase for summer months

Read more

Blog


Recovery mode: top tips for your book direct strategy

Read more

The Partner Series podcast


Episode 5 of The Partner Series podcast with Ciara Crossan Of Wedding Dates

Listen here

The Partner Series podcast


Episode 6 of The Partner Series podcast with Erik Tengen from Oaky

Listen here

The Partner Series podcast


Episode 7 of The Partner Series podcast with Thierry Collard from OTA Insights

Listen here!

Marketing in the Morning Podcast


Episode 7: Interesting Search Terms, Content & A New Facebook Feature

Listen here

The Hotelier's Take podcast


The latest episode of The Hotelier's Take podcast with Mark Scott-Lennon

Listen here