HIGHLY COMMENDED : MOST EFFECTIVE MARKETING & USE OF SOCIAL MEDIA
|Social Media||FB: @stjohnsguesthouseweymouth|
|Address||7 Dorchester Rd|
|Category||Most effective marketing & use of social media|
When we bought the business in the Autumn of 2017 we bought the Facebook and Instagram accounts. Both had a very small following but over the last year in particular the numbers have grown – initially from a few paid adverts but latterly purely by the variation in posts that have captured the interest and encouraged sharing. We now have over 2,500 followers on Facebook with converts from post likes almost daily becoming page likes.
During lock down I ensured we posted daily which judging by the comments was hugely appreciated, especially by those Weymouth lovers that couldn’t visit in person. But what these increased numbers really mean to us are an increase in direct bookings, thereby reducing the commission fees to the online travel agents (OTA). Last year our direct bookings were roughly one third, they now run at 65%. Our main marketing costs have always traditionally been to the OTAs so this benefit in regular posts and engagement on our social media sites have resulted in monetary benefits based purely on organic reach.
More recently we have started to develop our Twitter account which attracts a completely different reaction and engagement and have branched out into TIkTok with the use of videos based on transformation in the guest house.