One of the reason companies suffer from lowest rates of engagement is because they’re talking with person who is not in their fence. Talking with people who have less or no interest at all in what you do is literally wastage of your time and money. They won’t recognize the value of what you do no matter how many times you try to provide something worthwhile to them. That’s why, this is very important for hotel brands to clearly specify who they want to interact with on social media to be successful at their content strategy.

Here are the three steps to follow in building your ideal target audience on social media;

Define your Target Market

You need to know who you serve, what are their needs and wants and why they prefer to book direct with you. By understanding clearly the person you serve, can help to build right connections and create content that resonates with your guests. You need to create relevant demographic, geographic and psychographic data to create your target audience

There are three ways you can get these data

  1. Guest Satisfaction Surveys

Use on-site and post-stay surveys to understand guest motivations to stay at your property. You might need to know their age, location, reason for the trip, reasons to stay at your hotel, what inspired to book direct, how they rate amenities and services offered. It’s better to have small rewards (indirectly) that could motivate them to fill your survey. For post – stay survey you can create a page on your website, use Google Survey Forms, or Guest survey software such as Revinate, Reviewpro and Guestfolio that are directly integrated with TripAdvisor.

2. TripAdvisor Analytics

On TripAdvisor Analytics, you’ll get analytics data from the guest who stayed at your property and prospective guest who are actively searching for hotels at your location. There are so much guest insights, but let’s focus on data relevant for social media audience.

  • Visitor Demand. You’ll understanding countries and cities visited your property profile on TripAdvisor. For our case; Most of our page visitors came from Italy, Germany and France. To access these data, go to Analytics Suite> Demand Trends > Visitor Demands.  
  • Traveler Type. Which type travelers are mostly staying at your property? For our case, we’re getting more couples and families than solo, friends and business travelers. To access these data, go to Analytics Suite > Reputation Insights > Reviews.
  • Length of Stay (LOS) – It is calculated by dividing number of room nights by the number of bookings. The higher the LOS, the more profitable is your segment. You can get LOS data is if visitor booked direct on TripAdvisor. To get started receiving bookings on TripAdvisor, you need to enable “Instant Booking” feature you can check eligibilty here

3. Google Analytics

With audience report on Google Analytics, you’ll be able to identify age group, gender, countries interests, and affinity category segment contributed more revenue for your property. Now, here are the metrics to consider.

  • Page sessions – This is one of the micro conversions, identify segments with high number sessions for each dimension. Focus on the segments engaged with your content.
  • Bounce rate – Find out segments with lower bounce rate to focus on. Higher bounce rate, 65% and above your page has some serious issues need to be resolved.
  • Revenue – Focus on the segment with high amount of revenue. To get this data, you need to enable Ecommerce tracking on your website.

You can access this audience report on Google Analytics>Audience report

2. Build your Target Audience

We assume, you have already started social media marketing and your accounts are active. In case you haven’t started, here’s a recommended 5 platforms for hoteliers you can focus on. Leonardo has included Facebook, Twitter, Pinterest and YouTube as best channels to connect with your audience.

  • Are you getting more business travelers? LinkedIn can be good source to connect with your audience.
  • Are you getting more leisure travelers, younger consumers? Then Instagram and Snapchat can better channels to share unique, real experience from your hotel and your local destination.

Whatever you channel you decide, make sure it’s most relevant for your audience and your business as well. Now, here’s our audience we have to target.

For Facebook Ads, go to Ads Manager > Campaign > Ad account > Ad set > Audience

  1. Age: 35 – 44.
  2. Gender: Male and Female
  3. Location: Our primary markets: Italy, Germany, France, South Africa and UK. While secondary markets are Tanzania, Spain, Belgium and Netherlands.
  4. Travel type and interests: families and couples, things to do available at your hotel or your location such as kite surfing and scuba diving.

On your audience section scroll down to Detailed Targeting > Interests > Family and Relationships, choose “Family, Marriage and Weddings, etc.

Remember the Audience you build on Facebook, will be used on Instagram as well.

For Twitter Ads, go to Twitter Ads > Create Campaign > Followers > Choose your creatives > Find your Audience

  1. Age: 35 – 44.
  2. Gender: Male and Female
  3. Location: Our primary markets: Italy, Germany, France, South Africa and UK. While secondary markets are Tanzania, Spain, Belgium and Netherlands.
  4. Travel type and interests: families and couples, things to do available at your hotel or your location such as kite surfing and scuba diving.

You can add more interests as you can, as long as you have it what they need.

This is audience you have built is for Facebook, Twitter and Instagram.  Currently Pinterest Ads not serving to any African country, while Snapchat Ads for Africa, only available in Egypt.

3. Use the Analytics Data to Refine your Audience

Customers are goal-driven, what they needed yesterday, may not be relevant today. Their behavior is complex and dynamic. As a marketer you should always make informed decisions based on the data you have analyzed.

Identify new trends and opportunities regarding engaging audience and converting visitors.

  • Who is spending most of their time on your website? Look at page sessions
  • Top segment is mostly giving most bookings? You can check revenue and E-commerce conversion rate.
  • Which segment leads in leaving your site without take further action? Check at bounce rate

Use social media analytics platform and third party analytics software to refine your audience For website, you can check Audience report on Google Analytics. Just go to Audience report > Interest > Affinity Category and In-Market Segments.

Wrapping up, social media audience are never been the same always. Effective targeting starts with your audience, use data to educate from surveys, social media insights and web analytics to refine your audience. This will help you in designing most relevant content to spark content engagement, build loyalty and get returns in your marketing campaigns.

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