Don’t get the ROI of Facebook Ads confused with the effort to develop a content rich
page where your hotel engages with fans. Want the payoff? Do the hard work.
Facebook, still the first choice of social media platforms by the vast majority, is considered a king of social media. It is also a helpful place to build your hotel’s social media presence and engage your guests as well as manage your online reputation. However, it is not a one-stop shop. If you are looking to Facebook as a vehicle for acquiring new customers via ads, then we suggest allocating your resources elsewhere.
Sure, you may be asking — why shouldn’t I put money into Facebook ads for my property if companies, from small business to Fortune 500 giants, are doing it?
Facebook: Good for Branding, Not Customer Acquisition
The majority of buzz about Facebook should revolve around your page, not ads. The smart guys at Pepsi, Nike or Shell understand that the value behind Facebook is when it is used as a branding tool, not a customer acquisition tool.
While an incredibly effective customer retention and engagement tool, Facebook shows a much lower return on investment as a customer acquisition tool than most brands may think. Facebook is a place where users connect with those they already know, as opposed to a platform like Twitter or even Groupon where users are more likely to connect with new people or try new brands.
Just as you wouldn’t invest all of your efforts on social media on Facebook alone, ads can’t be the only thing you do on Facebook. Best as part of a complete marketing campaign, Facebook Ads are not useful as a “quick fix” for finding customers, nor is it an effective stand-alone platform. If you wish to take part in Facebook Ads for your hotel, you should know when to use them, how maximize their impact and how your other digital marketing efforts can support them.
Why Facebook is ineffective as a customer acquisition tool.
- Few, if any, qualified leads/new customers if privacy settings are set to friends only.
- Expensive way to advertise
- Low Clickthrough Rate (CTR)
If you are convinced that Facebook ads are the best direction for your brand, the most important questions hoteliers should ask before launching Facebook advertising include:
Timing – When should we use this?
Goals – What do we hope to achieve?
Evaluate – How will you measure its success?
Supporting Initiatives – How will you support the campaign across other channels?
Audience – What are the right investment decisions based upon your target demographics?
Investing in Facebook Ads only and thinking you will be bombarded with new customers is an unreal expectation. If you have a robust marketing strategy that includes a dynamic Facebook page with well-crafted content written for your target audience, then your Facebook efforts will be effective in supporting your goals of furthering your brand’s recognition. Then and only then, you may be among the few that can consider ads, but even then… you know where we stand.
Think PPC is a better fit for your hotel? We do!
Check out our “Back to Basics PPC Blog Series” for helpful hints on getting started.
Visit our website for more on effective paid advertising, including details on Lodging Interactive’s PPC and SEO services.