Social Media Strategy For A Bed and Breakfast  

Social Media Strategy for a bed and breakfast


Just a few years ago, you didn’t need a social media strategy for a bed and breakfast.  As long as you were present on social media, you were doing more than your competitors – right?

But today it’s a very different story. You need to fully maximise social media and you need to focus on engagement. Otherwise, you’ll lose out on guests, which we all know are the life blood of your business.

In this article, I want to provide you with the right steps to take towards creating a Social Media Strategy for a bed and breakfast business so you’re not left behind:

Step #1: Identify your target

​The first step to a powerful social media strategy is knowing exactly who you’re targeting. You need to identify your ideal guest, what they are interested in, where they hang out online, what makes them tick, what they want and what they enjoy doing.

All of this information will help you to work out where you need to be to get in front of your ideal guest and start conversations. The biggest mistake many accommodation providers make is that they try and take on every social media channel possible. Instead, just focus on the channels where your ideal guest will be.

Step #2: Identify your goals

​The next step is to understand what you want out of your efforts.
That’s why creating goals is so critical to a social media strategy for a bed and breakfast.

It’s best to set goals that you know are attainable. Aiming for 1 million new Facebook likes is unrealistic. With achievable goals, you’re more likely to stick to the original plan and continue to take on new hurdles as you complete old ones.

Avoid over complicating a strategy with too many targets and objectives.  Simplicity can take you a long way!

And also, don’t forget to document your social media goals. Not only is it important to help you benchmark where you are, but it also improves your chances of achieving them. People who write their goals down are more successful!

Step #3: Establish your most important metrics

​Vanity metrics like follower count and likes are always good to measure, but they don’t tell you the whole story of your activity on social media.

Don’t get wrapped up in just measuring followers and likes. Be smart, take a step back and evaluate the social metrics associated with your overall goals.

Engagement metrics sometimes paint a better picture because building lasting relationships works on social. Large audiences and likeable content is absolutely great, but you also want to consider reach, clicks, engagement and paid likes.

Step #4: Research your social competition

Before you start creating content, it’s really smart to investigate your competitors. I put this before content creation in Step 5 because you often find new ways to look at content by analysing what’s making your competitors successful.

Remember – this is about swipe and model, not copy. Never steal your competitors’ ideas, instead learn and grow from their success and failures.

So how do you find that information? The first step is to find out who’s your competition in the first place. The simplest way to find competitors is through a simple Google search.  Look up your most valuable keywords, phrases and terms to see who shows up. Search for those who show up who are in your area.

Next you want to see who is active on social. Visit their websites and see if they are promoting social images. Then check out what they’re posting – look at text, images and video to see what your competitors are doing to drive the most engagement.

Step #5 – Create engaging social media content

Did someone say content? At last!​

As I regularly promote, social media content is extremely important to any social media strategy for a bed and breakfast.  However, it’s best to follow the previous steps before planning out content.

It’s also important to find the perfect balance between target content and being overly promotional. People will stop following you if you post too many promotional messages. Additionally, they’ll stop following you if you post too much irrelevant content.  I always recommend following the 80/20 rule – 80% useful information, 20% promotional.

Spend time thinking about the type of content you will produce – videos, photos, testimonials, stories, blog posts.

Highly-visual content is so important to the people you want to reach so keep your posts colourful and eye-popping. One of the toughest challenges to visual content, however, is creating it on a day-to-day basis. From experience, building content themes is a great approach to overcome this challenge.

Step #6 – Engage with your audience

Social media channels are built as networks. This means their main purpose is to be a space to converse, discuss topics and share content. You mustn’t forget these core elements!

Yes, it takes effort to ensure conversations or engagement opportunities aren’t left unattended but honestly when you put in the effort you will reap the rewards.

Through social media, you gain respect by just being present and talking to your audience. It’s all about engagement.

Step #7 – Track your efforts & always improve

​But once you’ve got the perfect social media strategy for a bed and breakfast in place, it doesn’t end there.  You also need to regularly check how well it is working. Without continuously analysing your efforts, you’ll never know how one campaign did over another.

Once you’ve identified your most important goals, channel preferences and metrics – you need to make sure you made the right decisions.  How do you do this? By using tools to track success.

Use individual channel reporting features to help you pinpoint exactly which posts perform the best.

Maximise Google Analytics to see which posts drive the most traffic, conversions and overall revenue.

Or go one step further and use a social media monitoring tool.

Until next time, remember …

Planning the perfect social media strategy for a bed and breakfast business is not enough!  Don’t forget that implementation is just as vital as the planning!

Stephanie x