En los últimos años se han puesto de moda tres cosas: TikTok, los tapabocas y una palabra bastante discutida: reinventarse. Un término extenuante para muchas personas y que genera un gran debate respecto al porqué se deberían repensar las cosas, las empresas, las ideas y nosotros mismos. Más allá de esta necesaria discusión lo cierto es que la última pandemia impulsó como nunca antes el mundo digital y, por tanto, hizo replantear a varias personas y empresas algunas tácticas. De repente muchos de ellos quedaron frente al abismo y allí fue donde conocieron la importancia del manejo de redes sociales, un puente para que ese acantilado se transformara en oportunidad y no en una amenaza.
Antes de cruzar ese puente hay muchas dudas: ¿será estable? ¿Es acaso confiable? ¿Cómo lo cruzó? ¿Cuál será el final? ¿Quién me podría guiar? Es normal, sano y necesario cuestionarse para avanzar, más aún cuando hacemos parte de un sector tan golpeado como el hotelero o turístico y nos topamos con algo desconocido. El manejo de redes sociales está lleno de mitos, con personas interesadas en lo que les puedas ofrecer, no en tu necesidad real y genuina. Es por ello que en esta guía te daremos algunos consejos para potenciar las redes sociales de un hotel.
Antes del manejo de redes sociales, ¿cómo manejas el sitio web?
El ecosistema digital es un conjunto de elementos cuya simbiosis beneficia a todos. Desglosemos esa afirmación. Si bien es cierto que las redes sociales y el sitio web no se necesitan per se para desarrollarse, también es cierto que la transmedialización de ambas herramientas enriquecerá aún más la marca y ayudará a posicionarla de manera orgánica, lo que habitualmente se conoce como SEO.
Consejo #1: ¿Cómo comprar sin conocer? Utilice su sitio web para posicionar la marca, no solo para vender
Pero, ¿con qué contenidos me puedo empezar a posicionar? Cuando una persona se decanta a reservar es porque vio algo diferente, un valor agregado que lo hizo pasar de la inspiración a la compra. Te recomendamos que centres toda tu atención en el valor agregado, en ese toque diferencial que separa el hotel de la competencia, magnifícalo, muéstrelo, aprópiese de ello reflejándolo en el sitio web, en los artículos y las fotografías.
Consejo #2: Optimice el sitio web mostrando lo que lo diferencia de otros.
Algo estás haciendo mal si no conoces a los huéspedes
Las habitaciones están llenas de desconocidos que reservaron en el hotel por un motivo específico, ¿por qué? Entender los gustos, pensamientos, edades y los motivos por los cuáles escogieron ese y no otro lugar es vital para direccionar mejor los contenidos y la pauta. A través de los insights que ofrece el manejo de redes sociales es posible conocer varias características de la audiencia, aunque los datos más importantes y completos siempre serán los que el cliente te mencione.
Consejo #3: Conozca los motivos por los cuales el huésped decidió estar en el hotel
Otro aspecto importante para mejorar el rendimiento de las publicaciones es conocer en qué etapa del viaje está el huésped. ¿Es backpacker? Si es así hablamos de un público que visita principalmente hostales y no suele reservar con mucha antelación, pregúntate si es el tipo de cliente que buscas. ¿Es un turista que visita la ciudad? ¿Es un cliente constante? ¿Una persona local? Cuando tengas claridad respecto a esto será mucho más fácil apuntar hacia un norte más efectivo.
Consejo #4: Identifica en qué etapa del viaje está el cliente y apunta el manejo de redes sociales hacia allí
Muchos hoteles buscan clientes extranjeros, y si se busca un público internacional es conveniente adaptar no solo el tono comunicativo de la marca sino expresarse en inglés. Puede incluir traducciones automáticas en el sitio web y copys en este mismo idioma.
Consejo #5: Considere un tono comunicativo en inglés si el público es extranjero
Un manejo de redes sociales óptimo significa conexión
Ahora nadie está buscando marcas, se está buscando experiencias, mejor aún cuando son personalizadas. Lo ideal es que el hotel cuente con características empáticas, que hagan sentir al huésped cómodo, tranquilo, seguro y sobre todo escuchado. Para hacerlo, por ejemplo, es posible que un hotel petfriendly tome los datos de la mascota del huésped, así sería posible tomarle una foto a la mascota, postearla el día de su cumpleaños y etiquetar al dueño. Con esta acción simple estás creando conexión y recordación.
Consejo #6: Al momento de crear conexión se debe ser original, piensa cómo empatizar con el cliente
Estamos seguros que si haces cuentas es mucho más costoso conseguir nuevos clientes que retenerlos, por lo que seguramente querrás que un huésped reserve nuevamente, ¿cómo hacerlo desde el manejo de redes sociales? La palabra que define esto es fidelización y se puede lograr a través de beneficios exclusivos para clientes anteriores en una campaña de email marketing. Está demostrado que la fidelización hace que las personas gasten alrededor de 10 veces más.
Consejo #7: Fideliza al cliente y comunícalo efectivamente a través de redes sociales o email marketing
El manejo de redes sociales no se reduce a postear y medir, en el sector hotelero es relevante activar la etapa de inspiración desde lo digital. Como mencionamos anteriormente, las personas buscan experiencias, es por ello que tener un perfil que invite a soñar, que plasme el descanso de una manera única, no mostrando una cama sino un espacio que transmita suavidad y amplitud; que no se muestre la piscina sino un ambiente propicio para los nuevos recuerdos.
Consejo #8: Active la etapa de inspiración apuntando hacia el contenido aspiracional
Una vez que haya iniciado esta etapa es muy probable que una de estas personas termine por reservar. Sin embargo, y como hemos visto, el trabajo de manejo de redes sociales no termina aquí. La fidelización es tan importante como alcanzar a más personas ¿Cómo hacerlo? Cree una estrategia para que cada una de las personas que visita el hotel los etiquete. El 76% de las personas publican sus vacaciones, asegúrate que te mencionen.
Consejo #9: Cree una estrategia para incrementar el alcance con base en los huéspedes.
Seguramente al leer este artículo ha intuido que para evidenciar todo esto en redes sociales es necesario que la estética sea bien cuidada, que sea tratada acorde a la identidad del hotel y que, además, cumpla con la funcionalidad que se necesita. Este es el último y no menos importante consejo.
Consejo #10: No juegues con la marca. El manejo de redes sociales debe ser llevado por profesionales.
Si llegaste hasta acá significa que ya estás cruzando el abismo que te comentamos al principio, ¿lo recuerdas? ¡No te detengas! Podemos impulsarte para que cumplas las metas. Te regalaremos una asesoría gratuita haciendo clic aquí.
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