Time to read: 3 minutes. If your hotel, resort, convention and visitors’ bureau or hospitality-related business is struggling to turn Facebook fans into booked rooms or events you’re not alone. But getting it done is easier than you think. After a year of interviewing hospitality businesses successfully selling with social media I found their secret: Giving customers a reason to offer more than a “like.” The trick is using Facebook to discover customers’ hidden desires. Because once you’ve found customers’ itches, scratching them in ways that occasionally connect with products and services is a snap.
You’ve probably heard that posting a certain number of times, on certain subjects, on certain days or getting re-tweeted is the key that unlocks sales with Facebook. But it’s simply not true. The real secret is getting back to basics. This means helping customers get in better touch with desires and needs they may not realize they have—yet.
Sure, you’ve got to listen to customers using social media. But what you listen for and how you respond makes the difference. For instance, why do time share marketers pay prospective customers to attend workshops? Because helping people get a better, clearer understanding of what they really want when they go on vacation goals is powerful. And that’s what those workshops do.
Literally putting prospects on a vacation puts buyers’ minds in a place that lets them realize and express true desire. They allow you to respond, ultimately qualifying them as leads. Social media works the same way if you let it; if you just get back to basics.
Most social media strategies are merely occupying customers time rather than courting them for business. Friends, fans and followers must become a lead if they’re to ultimately book a date. Your challenge is to help customers discover and express deep desires—the real decision points. Not to get re-tweeted or be engaging.
Helping your customers discover their deepest, motivational desires gives everyone a chance to share information (engage) in ways that lets customers navigate toward your products and services. Everything you do on Facebook, YouTube, blogs should support this goal.
Bottom line: the only way to create leads with content is to have a engagement plan that is designed to produce it. You need a simple map where each piece of content you produce moves customers down the sales funnel. Let’s discover how to create your leads-focused “social engagement map.”
The most important element of your map is the piece that provokes response from customers. The good news is social media is inherently able to showcase or re-create the emotional end benefits of your product in a powerful, cost effective way.
For instance, let’s say you need to generate inbound inquiries for your travel product or hospitality service. You need to provoke responses from prospects where they call, email, show up at a retail location or sign-up (for a contest). The key is engaging customers in ways where they get closer to experiencing a “desirable unknown.” To do this, simply dramatize the emotional end benefit and get them to share their purchase intent with a call to action.
Many hotels, tour operators, rental groups and resorts are “ethically bribing” members with promotions and that’s still a reliable, effective trick. Yet others are using video scratch customers itches in ways that trigger responses to toll-free numbers and Web sites.
Case in point Ryan Safady operates the country’s largest luxury rental company, Imagine Lifestyles. Notice how he sells the emotional end benefit in a way you can almost feel. This video lets viewers ride along with an “average Joe” customer named Eric as he learns how to drive a Lamborghini for the first time. Notice how you can feel Eric’s excitement and honest nervousness as he begins his experience. You feel for him, can almost sense what’s coming next for him.
Ryan’s videos are designed to
What is your social media marketing designed to do?
Take action and ask yourself…
Photo credit: scottnj
Jeff Molander is the authority on starting conversations with busy people. As founder of Communications Edge Inc. he teaches a proven, effective communications technique to spark buyers curiosity in sales outreach & marketing messages. He's a sought-after sales communications trainer to individual reps, teams of sellers and small businesses owners across the globe. He's an accomplished entrepreneur, having co-founded the Google Affiliate Network and what is today the Performics division of Publicis Groupe.Jeff served as adjunct digital marketing faculty at Loyola University’s school of business. His book, Off The Hook Marketing: How to Make Social Media Sell for You, is first to offer businesses a clear, practical way to create leads and sales with technology platforms like Facebook, LinkedIn, YouTube and blogs.
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