The days of soft KPIs and look-over-here metrics in paid social advertising are long gone and it’s hard to believe that hotel marketers ever once reported on Facebook Likes or Instagram Followers as a KPI.
Advanced tracking capabilities, smarter look-back windows, and surgical targeting have turned the Facebook and Instagram platforms into real revenue driving players in the travel space.
That’s exactly what’s taken social advertising from a budgeting afterthought to a standard line item on every hotel marketer’s media plan.
With all of those tech and targeting advancements in such a short amount of time, many hotel marketers have trouble understanding the real reasons their Facebook and Instagram campaigns are performing. And LIKE it or not, it’s having less and less to do with your followers.
Re-Thinking What It Means To Remarket
One of the biggest advancements in audience targeting on Facebook and Instagram is the ability to remarket to a wide range of audiences. Remarketing campaigns on most platforms are limited to things like people who just visited your website. But on Facebook and Instagram, that’s just the beginning.
Many hotel marketers don’t realize that all of the audiences that have interacted with your Facebook and Instagram campaigns are stored in a big bucket inside the ads platform. These audiences are essentially hidden from public view.
And have minimal overlap with your fans/followers. These could be people who watched a video in one of your ads, visited your website, commented on a post or signed up for an email, but for whatever reason decided NOT to become a follower of your page.
Once you know these audiences exist, you can create robust marketing funnels, slicing and dicing them every which way. But only IF you know they exist.
Tambourine uses technology and creativity to increase revenue for hotels and destinations worldwide. The firm, now in its 34th year, is located in New York City, Carlsbad, and Fort Lauderdale. Please visit: www.Tambourine.com