Summer is just around the corner, your team has worked hard building your social media presence. Now is the time to reap the benefits of all that effort. It is time to drive quality traffic to your website and/or booking engine.
At Influence Society, we rely heavily on social media for our advertising strategies. Platforms like Facebook or Instagram allow very precise targeting, even beyond traditional socio-demographic segmentation. Every action from every user is tracked by the platform, so it has a clear picture of your interests– you might even have noticed your instagram ads have become more precise than ever!
In this article, we are going to help you prepare a very simple action plan for starting your Facebook & Instagram Ad campaign for this summer.
We suggest you to divide your campaign into these main goals:
1) Before starting any business, you need to introduce yourself, right? We must first let possible guests know who we are. The call to action (CTA) here is called ¨Discover¨, and it drives people to your awesome website. Show how beautiful you are! Be inspirational!
2) Offers and promotions. Once the public knows you, you can show them some of your special offers. The CTA here is ¨Buy¨ or ¨Book,” linking to your booking engine.
It’s worth mentioning how important it is to have a mobile friendly website for this kind of strategy. Many times the ads themselves are amazing, but the website is so difficult to load for mobile devices that too many viewers bounce before the page has loaded.
Use this really cool tool to check how mobile friendly your website is, as well as your loading time: https://gtmetrix.com/
If you need to make changes, a quick fix instead of rebuilding your whole website could be to use Accelerated Mobile Pages (AMP).
In terms of budget allocation, it will depend on your property. But a reasonable distribution for social ads could be the following:
➡️ 25% sponsor post and stories
➡️ 25% for remarketing
➡️ 50% for loyalty and conquest
Each specific audience needs their own messaging. We are not going to talk much about how to build these, because Facebook Business Manager already has amazing tutorials for it.
Here we have 3 main types of highly effective practices for hotels:
1. Sponsor posts and stories: Highly related to the first goal above (brand awareness). Boost your posts to the audiences you want to reach. In this way you don’t depend entirely on organic growth.
2. Remarketing: Create an audience based on people who visited the website or the booking engine. For this we need to install a Facebook Pixel on your website. Don’t worry, it is super easy– here’s a tutorial.
We don’t know the names of the individuals we’re targeting but Facebook will identify them and display ads to them, hopefully converting them to future guests.
3. Loyalty and conquest: The best tool for conquering new markets is to use your current clients database. On one hand, we can display ads directly to them. And on the other hand, we can create “Lookalike audiences” from it. This means we analyze the database and create a bigger one based on tastes and interests from the former one. Here’s how to do that.
We know you have at least one really creative person on your team. This job is for them. Here are some tools we use for creating amazing content and ads:
Canva: For stories and ads. Very simple interface. You don't need to be a designer, as the platform is full of free content with images in any size.
Facebook Creator Studio: Easy and free too. For people with not a lot of time. This tool is amazing for programming ads. It is connected to Facebook Business Manager and it helps you with plenty of tutorials.
Mojo: Perhaps this is the best app for creating animated videos for stories. Keep in mind that while a picture is worth a thousand words, a video is worth a thousand pictures.
4.FINALLY: MEASURE, MEASURE, MEASURE!
Social Ads are not pure science. It’s all about learning, optimizing and improving your campaigns, much like marketing in general.
It is crucial you create a perfect dashboard inside the Facebook Business Manager in order to track your KPIs on a daily basis:
- Impressions / Clicks
- Cost per Purchase
- Booking Value
Quick tip: Don't forget to insert UTM tracking codes at the end of your links in order to see the results of your campaigns directly in Google Analytics.
Do not expect to have the same return on investment on each type of your campaign. Remarketing will always drive a higher ROI (usually from 10 to 20). Conquests are more difficult but see them as an opportunity to make your brand awareness grow. Always keep in mind that the most important thing is to have global performance that is trending better than on your other channels.
You got this. Let’s make it happen! And let us know if you have questions on this adventure. We would love to help you discover some unexpected and exciting results.