What if I told you that Behavioral Segmentation could help you to get the connected customer immediately start thinking about your Hotel when making a Direct Booking.
There are a whole lot of ways that technology has made us more connected, and it’s made us also able to connect people in ways we never considered. Take your customers, for example. You’re able to connect them by their most basic of characteristics (say, male or female, married or unmarried).
But you’re also able to collect and analyze data that helps you get to know customers in other ways that are also at least as informative and insightful for future business plans. Those include psychographic and behavioral traits that groups might share.
By analyzing your customers in that way, you can better able meet them in the spaces they need to be met—offer information specific to their pain points, for example, or solutions for traits that they might share.
So, what does that behavioral marketing look like?
Why Behavioral Data really matters
If your Hotel wants to take advantage of growing trends in today’s markets, you need to understand the customers’ behavioral data.
Within effective Social Media Marketing Frameworks, there are two primary components that help us understand customer behavioral data
On one side we have the psychological states that impact the customer journey. And on the other side, we have the content that influences the different psychological states.
Our job as Hotelier is to build effective Social Media Marketing Frameworks that balance the two component and implement the behavioral data in a valuable and relevant context.
In today’s disruptive markets we can no longer rely on traditional data demographic data alone. We already know that customer experience will become the most important decision trigger by 2020.
In the State of the Connected Customer, my friends at Salesforce focus on the importance of the Customer Experience and the connected customer.
80% of customers say that the experience a company provides is as important as its products or services
57% of the customer has stopped buying from a company because a competitor provided a better experience
62% of customers will share a bad experience with others
With product recommendation to proactive services, customers expect engagement that reflects important micro-moment and is uniquely personalized.
70% of customers say connect process is very important to winning their business
This is why context is so critical today. Customer expectations are at an all-time high, and there is no sign this will slow down.
Through new advanced technology and tools, customers have unprecedented access to information that triggers their decisions, and also form their journeys.
Today’s customers seek contextualized experiences meaning their engagement with a company reflects an understanding of past actions, product usage, and a myriad of other factors.
Hotels have today a golden opportunity to connect and build quality relationships with customers.
The key is to implement a Social Media Marketing Framework that reflects these processes and trends. And at the same time gather important behavioral data throughout all micro-moments of their journey.
Connected customers are not passive, not only do they drive their own journeys, they have extensive power to influence their community.
And it is very important to understand that disruptions are the result of that customer are impatient and expect real-time solutions.
With Conversation Experience Marketing Hotels need to create Frameworks, strategies, and techniques that support Human to Human connections and Service automation.
Why Hotels Need to Use Behavioral Segmentation
This graphic helps explain it;
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And it will help identify micro-moments and recognize pain points and values utilizing Hotel Experience Ambassadors that knows where to look for them.
I have loved with all of my heart and soul serving customers, guests, and Hoteliers. As a Hotel Experience Ambassador, I gained a new passion for being a representative and messenger delivering new profound and delightful experiences.
If your Hotel wants to implement new effective success factors then now is the time to be part of a new initiative.
When your Hotel serves your community they will reward you back with serving you.
From a Hotel and Social Media Consultant’s standpoint, the Social Media Community can offer Hotels a one-stop-shop for managing their Social Media marketing such as the community infrastructure, database, listening functionality, profile management, collaboration, content marketing and management, and of course, the analytics.
A Social Media Community will help your Hotel to grow smarter and faster when you focus on the value proposition and collaborate in effective ways.
If your Hotel need help to put it all together then make sure to the let us know.
Today’s Social Media Management tools provide advanced options that will help Hotels with these tasks. If you need a quality team the help your Hotel pulls this off, then get in touch with my partners at Founders Media.
With the right team behind your Social Media efforts, it can become cost-effective and generate a new revenue stream for your Hotel.
Social Media Mastery for Hotels
Social Media Marketing Mastery for Hotels is NOW Open! Click Here if you are ready to take your Hotel to a new level!
To get your Hotel started here are a few FREE gifts and resources from me and my partners Founders Media.
1. FREE access to my Hospitality Gone Social Vault (Click Here to Unlock)
2. FREE ebook from Founders Media (Click Here to Unlock)
3. FREE 21 Days To Social Media Mastery for Hotels email course (Click Here to Unlock)
4. FREE access to #HotelPodcast – A Podcast about Social Media Mastery for Hotel (Click Here to Unlock)
5. FREE access to our Facebook Group – Hospitality Gone Social (Click Here to Unlock)
About the author
Are Morch is the founder and owner of Are Morch – Hotel Blogger and Social Media Consultant. Get more from Are on Facebook | Twitter | Google Plus | LinkedIn | Pinterest | Instagram
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