[00:00:00] Hi, it's Karen here. In today's episode, I'm going to be talking about social media for B& B owners, how to use it effectively, why it's not just about direct bookings, and what to do if you decide it's not for you. I'm the founder and owner of Bed and Breakfast Academy. I help aspiring and existing B& B owners create a B& B lifestyle they'll love running and attract guests who not only visit for the first time but keep coming back.
If you're new to the podcast, hello! Since 2006, I've been running B& B Academy where I've trained hundreds of people to set up successful B& Bs. I also spent 17 years running my own award winning B& B, Hopton House, Here in the very beautiful Shropshire countryside. This is my first podcast of 2025. Good, I got the year right.
So happy new year. It was my birthday last week and we had a lovely time staying in the cottage in the [00:01:00] Cotswolds. Because my birthday is so early in the year, I've always felt I need to get that out of the way before I can really start the year properly. Whilst I'm not a great fan of New Year resolutions, I do think this is a good time to reflect on what's working and what you might want to do differently.
I was listening to a podcast with Ina Garten the other day. She's one of our favourite TV cooks here at Hopton House and we have several of her cookbooks. Her fennel dauphinoise gratin is a regular dish in her house. Ina said she never creates big goals or five year plans, but she just does the best she can each day.
And I think that's such a great approach. Each day really is a new day to start afresh, no matter what happened yesterday. Speaking of fresh starts, let's talk about social media. Running a B& B [00:02:00] is busy enough. If you are already running a B& B, you'll know that. Without the added hassle of faffing around with social media.
And yet, in my experience, many B& B owners give it a try, only to abandon it when it doesn't instantly lead to a flood of direct bookings. Today I'll share why social media might actually be worth your time, even if it doesn't have guests clicking that book now button straight away.
And for those of you who decide social media isn't for you, I'll also cover what you need to do to make that decision work for your business. But before I dive into the benefits, let me give you a bit of a word of caution about not putting all your eggs in one basket. Into that social media basket, social media can be fantastic for connecting with guests, but not without its risks.
Platforms can change their algorithms. They can lose popularity or even get [00:03:00] banned altogether. Last week, TikTok was banned in the States and unbanned and we shall see what happens. But if you rely solely on social media to reach potential guests, you could find yourself. losing your audience overnight.
That's why it's important to diversify your marketing efforts. I'm a big fan of blog posts. Blog posts on your website are a great way to attract guests through search engines and showcase your local expertise. And importantly, which I'll come to in a bit, it actually showed that you're still up and running and your BNB is current and your website is current.
And another of my favorite, probably my best, My favorite marketing tool are email newsletters, and these are a reliable way to stay connected with past guests and potential guests. You know, social [00:04:00] media is a great tool, but it shouldn't be your only one. And one of your goals in social media should be getting your followers.
to actually subscribe to your email newsletter. And then if you were using a social media platform that got banned, then at least you would still have those followers and be able to contact them. It's also unusual these days for someone to book a stay without Doing some research first, rightly so people are becoming more and more concerned about scams online.
There have been cases of people booking accommodation through an online travel agency turning up and finding that it doesn't exist. Guests might find you on say booking. com or Airbnb but chances are they'll then head to your website or social media to check you out and this is your chance. To show them who you really are.
Guests want [00:05:00] to know what kind of person they'll be staying with. It's a great way of letting guests Uh into the experience of staying with you much more than you can do just on a standard b& b website or an online travel agency. Will they get a warm friendly welcome? Social media or or even that regularly updated blogger newsletter helps set the tone and expectations for their stay and as I said you Helps people understand the experience they're going to have when they stay with you.
One mistake that many business owners, many B& B owners can make is to treat social media like a constant sales channel. They may post nothing but availability updates, discounts and special offers. And the result of this is it feels more like an advert rather than that opportunity to to build a connection, a relationship with potential guests.
Instead, I [00:06:00] recommend the 80 20 rule, making 80 percent of your content about connections, storytelling, adding value, and only 20 percent about selling. This means most of your posts should focus on sharing what makes your B& B special, like your friendly dog or your legendary friends. Full English breakfast or Eggs Benedict, uh, sharing a recipe.
Recipe is very popular. The remaining 20 percent can be posts about availability or direct booking perks. When you start to build that trust and build that relationship first before selling, then the selling bit feels more natural and more welcome and is less likely to turn people off. Social media is also about that slow burn.
When people go to Google and type in dog friendly B& B Shropshire or wherever you are, at that point they are looking to book somewhere. Whereas when someone comes on to Instagram it's less likely when they [00:07:00] come across your B& B that they're actually thinking about booking a stay there and then. So it's not about instant results, but creating a long term impression and building that relationship.
I keep saying that word relationship. I think it's really important in social media that you think about it as a relationship building tool. When people see your posts over time, whether it's your garden in bloom in the middle of the summer or a snowy landscape, So, I've got my log burner going, the log burner in the dining room, or your dog sneaking a croissant as, um, as my dog Murphy was in the habit of doing.
They start to get to feel they know you. And when they're finally ready to book, you'll, you'll be already, you'll already be top of mind and you'll be likely the B& B they go and book at. And it's important to be human on social media. Share the behind the scenes [00:08:00] moments, funny mishaps, or even the occasional disaster.
One of my most liked posts was a photo of a lemon drizzle cake splattered all over the floor with a funny caption. And people loved that post. Authenticity, they like to see that you're human and also that you've, you've got a sense of humor and they know if something goes wrong at the B& B, you're going to handle it well.
But of course you do need to be careful with what you share. Respect your guest's privacy. Never post about your guests, even if it's something nice, unless they, you have their express permission to do so. Don't criticize anyone. publicly, particularly don't criticize your guests on social media ever. If you want to use social media to vent, then get a another personal social media account and don't connect it with your business one.
And if you wouldn't happily share something over breakfast or [00:09:00] with your great great aunt Mildred, it probably doesn't belong on social media either. If you feel overwhelmed by social media, remember you don't have to be everywhere. And in fact, I don't think you should be everywhere. Pick one or two platforms where your ideal guests are likely to be and focus your energy there.
If you've got old accounts you no longer use, Make sure to delete them or at least remove the links from your website. There's nothing worse, well there probably are a lot of things worse but, um, in the marketing world there's probably nothing worse than a guest clicking on an account and then seeing it's not been touched since 2018.
What does that say to a guest who's looking? It might, they might think, oh, does this B& B actually, is it actually still in business? If you decide social media isn't for you, that's fine, but you make sure you handle that properly. [00:10:00] Remove links to old accounts. Delete or archive unused profiles. And focus on other marketing tools like blogging and email newsletters.
These are great ways to stay visible and connect to potential guests.
So the message there really is social media isn't a set it and forget it tool. If you're going to use it, then make sure you are using it regularly and consistently. Leaving it dormant sends a message to people. It just may not be the one you want. You don't have to post every day and there's no need to spend hours crafting the perfect post.
In fact, Adam Mosseri, the head of Instagram, very recently shared that users prefer more authentic, less polished content. A quick unfiltered update or a simple snap of your garden in bloom can be just as effective, if not more so, than a heavily edited perfectly staged post. [00:11:00] But make sure the Photographs do look attractive, fairly easy these days to take good photographs with, with your phone, you know, make sure they're not blurry, that they're not too dark, so you want your photographs to be attractive, but you don't have to completely go over the top and have a perfect edited post.
Maserai also highlighted that the more you post, the more people you're likely to reach. But if your main goal for social media is to maintain a presence so guests who find you through OTAs or other sources can get a feel for your B& B, there's no need to post constantly, you know, a few updates a month.
I personally, I feel at least once a week, but if you can only do a few updates a month. Then just do that, but make sure you're doing those few updates a month consistently. You can show what's happening at your B& B or share [00:12:00] a bit of your personality. That can be just fine. The trick is to strike a balance that works for you and your business, ensuring that you stay consistent, without feeling overwhelmed.
And social media isn't just about attracting new guests. It's a handy way to stay in touch with the ones who already love you. Regular posts help keep you in their mind when they're thinking of a return trip or recommending a stay to friend. I had guests who visited me a further seven times, having said on their first visit that they never went anywhere twice.
And they told me that was because they followed me on social media and seeing my posts. Reminded them of how much they enjoyed their stay.
And social media is the ultimate word of mouth. So if you can encourage your guests to share pictures of your B& B, of their breakfast, you know, that is a really good way of getting the word out [00:13:00] about your business.
So in conclusion, social media can be a powerful way to connect with guests, showcase your B& B's personality, and even encourage some direct bookings. But it's not a magic solution, and nor should it be the only thing you do to market your B& B. It's all about building trust, creating connections, and keeping your presence consistent Whether that's a few posts each month or more frequent updates, if you feel you can manage that.
Consistency is key. That said, social media isn't for everyone. If you decide to step away, make sure to remove links to outdated accounts from your website and also your email footers as well and focus your energy on other marketing tools like blogging and email newsletters. And these can be Just as effective and far more reliable if not more effective for attracting and engaging with potential [00:14:00] guests That's the end of this podcast a nice short one today
If you're just starting out on your B& B journey and feeling a little overwhelmed, my mini workshop on how to start a B& B is the perfect first step. It covers most of the questions that aspiring B& B owners have before they dive into B& B ownership, including whether it's the right first step for you and your family.
And if you're ready to take things further, my full course dives deep into everything from marketing to managing your business with confidence. Visit Bed and Breakfast Academy to learn more and take the next step towards your B& B success. Thanks for listening and I'll see you next time.
