Don’t lose your audience, stoke their desire
Maintain awareness and communicate with those customers you’ve grown relationships with over time, don’t let them forget that you care.
Encourage engagement by asking for their thoughts on previous dishes or treatments, not only does this get people talking and communicating it also means you gain their feedback on how to improve for next time, and build their desire ready for when they’re able to come back and spend.
Continue to post content and remind customers you are around and keep them updated with new information as it comes in.
Your audience is still interested in what is taking place at your hotel so keep them engaged with vibrant imagery from recent years – show them what they’ve got to look forward to when you’re able to reopen.
Use the time to plan ahead
If you do have downtime it’s a good chance to do some audience research, plan out your marketing strategy and prepare content for the year ahead.
Make the most of your free time by considering what you could be doing to enhance your digital marketing going forward. Get ahead of the game and start prepping future content whether that be a new web page you’re considering, new deals to offer, or a new facility opening soon – now is the time to plan ahead.
With more free time you are able to create a new marketing strategy including things such as:
Facebook traffic is on the rise as more consumers find themselves with free time to browse, and an eye on their feed and messages for updates and social interaction. The Verge reported Facebook’s admission that “coronavirus is pushing usage through the roof” going on to explain that “Facebook is seeing an extreme spike in usage across the globe due to the ongoing coronavirus pandemic”.
While you don’t want to capitalise on this – this does mean that more potential eyeballs are on your feed and ads than usual – so you should be seeing an effect on engagement rates.
Make sure you’re on top of the game and are keeping your followers well updated with any news from your business.
Don’t stop building and maintaining relationships
In the midst of economic uncertainty, keep doing what it takes to build guest trust and loyalty. Continue to post engaging content and respond to messages and comments just as you would normally.
Even where the majority of communication is practical matters around bookings and cancellations, your customers will have lots of questions and need reassurance from your business. It is key to address these in order to maintain the relationships you have already built with customers.
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