Let’s consider that you are about to open a new hotel specialising in romantic stays for couples – the opposite of a space-conscious hotel designed for conferences. It goes without saying that business travellers have their individual needs and preferences that differ from the target group you’re aiming for; you need to adapt your efforts and find a way of communicating, unique to your new hotel.
Advertising on social media is not only comparably cheap and accurate, in a way it also makes a kind of statement saying, My brand is modern, I move with the times. And today, it is fair to say that the journey starts on the web; more or less every traveller goes online to research hotels, read reviews and so on. Let us assume you are about to choose Twitter as your main channel for targeting and reaching potential hotel guests. In order to reach everyone in your geographical area who has ever tweeted about hotels and and their travel experiences, you’ll need to invest a lot of dough. Then you’ll need to narrow the keywords down in order to make your communication and targeting as precise as possible. Forget about those tweeting about great meeting rooms and business centres in the hotels they’ve stayed in. You should focus on those who have tweeted about romantic spa settings, romantic boutique hotels, free champagne for honeymooners, etc – obviously they are more interested.
By narrowing your target group, you will be better positioned to reach only relevant individuals for your business. Now we just need to find those people; the tweeting romantics. The amount of information available regarding social media users today is overwhelming, prompting the need for business owners to figure out a way to find the data relevant to them. By using the Observify platform, you will be able to track down and identify the “influencers” of honeymoon travel, romantic getaways and travelling for couples more effectively. By initiating monitoring, with endless keyword search possibilities, you will be able to find the hardcore romantic hotel seekers likely to spread the word about you. Social listening can help you find your first, most loyal, important customers – even before the paint has dried in your about-to-launch romantic hideaway.
Today most companies, across a range of products and services, have become skilled in communicating through social media channels. Many are even good at social listening, perhaps as a result of using the kinds of services that Observify provides. One roadblock, however, is that a lot of companies (especially the larger ones) have a problem with lack of communication internally. It is not uncommon that they have one team communicating and one team listening on social media, but these teams forget (sometimes consciously) to communicate and coordinate their efforts. And if your company is on the small side, you may, understandably, not be able to prioritise hiring dedicated social media staff.
Observify’s tools and our specially tailored department and service, Observify Analytics, help you get the full picture. Designed to rapidly and smoothly collect data on what people say about your brand, you can focus on coordinating resources to produce the results you’re looking for.
Here are some examples how your company, your brand and your products can benefit from better integrating communication and information:
1. Create more relevant ads
By using the Observify platform you will be able to narrow down to the keywords and buzzwords relevant to your business. You will also be able to track the changes over time. When you create ads, you will be able to design it in a way that makes it searchable online. Thanks to this, your ad will target those who are interested in the keywords you communicate. The romantics will be within your reach!
2. Save time through automation
Observify means that you don’t need to hire staff to spend hundred of hours scrolling the net. We are even able to provide you with our own Analytics Department in case you need really detailed knowledge, even at an individual level.
3. Your impact will give you value for money
Automated keyword advertising has historically shown great results. You simply target people interested in certain keywords, which increases their potential as future guests - as opposed to sending out an ad like a shot in the dark. This will reduce the cost per guest acquired to a much lower level.
4. Personalise your ad
The Observify platform is able to track down very specific keywords such as honeymoon, romantic spa and so on - even chocolate dipped strawberry. By creating ads with highly specific keywords appropriate to your target audience, you will be guaranteed to captivate those who can’t wait to indulge in your romantic hotel.