LinkedIn as a professional social network platform has in 2019 added powerful new marketing solutions, new ways to buy ads, and new capabilities for publishing content, targeting marketing activity, and tracking the reach, engagement, and ROI that your hotel generates.
As we get ready moving onto both a new year and a new decade, I dive into new innovative LinkedIn funnels for hotels that can boost your pipeline, improve customer experience, increase customer retention, grow and scale customer acquisition and revenue.
Are you ready to transform the future of your hotel with LinkedIn?
We know that today consumers no longer just compare your experience with relevant competitors’ experiences, but they compare it with every experience they had with any brand.
Looking at the processes we focus on today listening, care, connecting and building relationships are the foundations that help us create unique digital customer experiences.
But at the same time, it is also important that we put this in context with what matters for hotels.
LinkedIn is where, by far, the largest number of professionals gather to stay connected and informed, advance their careers, and work smarter. More than 610 million are on LinkedIn.
These are the decision-makers, influencers, and leaders of today and tomorrow—the people you want to target, all in one place.
Understand the Customer Journey
Professionals are coming to LinkedIn with a unique intent. They are seeking to connect with networks, brands, and opportunities to engage with high-quality content.
When I look at creating a digital experience funnel for hotels on LinkedIn this must be done in a relevant context.
With more than 610 million professionals on LinkedIn, hotels must have a good understanding of who their ideal customers are.
Understand who the ideal customer allows us to create a unique digital experience offers that revolves around the customer journey.
Throughout the customer journey, we have to implement processes that allow hotels to listen, care, connect and build relationships in a relevant context.
One important key to understanding the customer journey is to identify your hotel’s ideal customer.
This is a process I do in context with 5 strategic customer journey processes:
- Identify the sweet spits where customers and your hotel’s goals align
- Identify key micro-moments in the customer journey
- Identify and understand pain points and moments of delight and surprise
- Experience the customer journey yourself
- Create a visual map of the customer journey
The LinkedIn Social Media Community
Hotels need to understand how to create a seamless discovery experience on LinkedIn.
It starts by building a unique and effective LinkedIn Community. The content you publish will become a part of your profile.
You want to position yourself as an industry expert and thought leader.
In my processes with creating a community, it is important to understand customer states in context with the content you produce. Hotels have to produce content that will inspire and assist the customer during research.
Here is a snippet from how LinkedIn Content calendar can look for hotels.
The LinkedIn Funnel
With your hotel’s specific end goal in mind, targeting becomes the core of your success.
Here I focus on an effective inbound funnel with the targeted audience from the hotel’s website. We use both organic and paid content to help generate awareness and attention.
We want to shift from the LinkedIn profile to your LinkedIn page where you want to tell your brand story and give customers a place to learn more about your hotel and your employees.
This is important when we move to the outbound funnel using employees to help amplify your hotel’s message.
It is critical also that we set up the funnel for retargeting and retention purposes.
LinkedIn members already engage with high-quality content from various hospitality and travel news resources.
Understanding the customer state helps us raise perceptions and create more relevant awareness.
And ultimately it allows you to drive quality leads through your thought leadership and insight travelers are seeking.
Optimize for the human to human processes
LinkedIn works well for brands that emphasize humanness, transparency, and authentic engagements.
Spend 80% of your time helping others and 20% solving your problems.
A friendly warning here; this approach might cause 20% of your audience to help you create 80% of your returns… It is not an over the night experience, and it will require effort and willingness to think outside the box…
Connect with me on LinkedIn
*NEW* THE FUTURE OF HOTEL MARKETING
*NEW* Hotel Marketing strategies that will help Hotels redefine the customer experience. Take advantage of new innovative strategies that will improve your Hotels ROI.
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Try something new it will magnetize your Hotel!
Be flexible and identify new ways to make guests happy.
As guest behavior and pattern continues to evolve, expectations will continue to rise. Navigating these changes can be challenging. Learn more about how we can help your Hotel.
About the author
Hi, I am Are Morch. Your Hotel Marketing Coach and Customer Experience Expert that specializes in creating effective digital customer experience offer for hotels while growing and scale customer acquisition and revenue.