the worst mistake i ever made in my marketing strategy (and how you can avoid it)

If you’re a business owner in the hospitality, travel, tourism, or service industry, you’ve probably poured countless hours into creating content for your social media and email marketing. But what if I told you I made one of the worst mistakes early on in my marketing strategy—thinking I knew exactly what my audience wanted?

I spent time posting content that I thought would attract potential clients, only to realise that I didn’t truly understand their needs. This led to missed opportunities and a lot of frustration.

The truth is, if you don’t deeply understand your audience, your content won’t resonate. In the hospitality, travel, toursim and service industries, where customer experience and trust are key, it’s even more important to create content that speaks to your audience’s desires and pain points.

Here’s how you can avoid making the same mistake and start creating content that not only connects but drives bookings, clients and business growth—both through your social media and email marketing.

1. Who Are They? – Define Your Target Audience

The first step in any successful marketing strategy is understanding exactly who your audience is. Whether you’re crafting an Instagram post, writing an email campaign, or posting a TikTok video, you need to know who you’re talking to. Are they busy professionals? Adventure seekers? Families looking for a peaceful getaway?

In the hospitality industry, the needs vary greatly, so by identifying your audience’s challenges and interests, you’ll be better positioned to create content that speaks directly to them.

Ask yourself:

• What are their biggest challenges or pain points when it comes to booking a trip or staying at a hotel?

• What experiences or benefits are they looking for in a product or service like yours?

• What type of content do they engage with online? Do they prefer visual content, educational resources, or exclusive offers?

By defining your target audience, you'll know exactly what content resonates best with them—whether in a social post or an email blast.

2. what gets them to act? – understand the spark that drives action

Not all content will get your audience to act, whether it’s a social media post or an email. Understanding what sparks action is key. Is it an eye-catching photo of your accommodation’s stunning view? A rave review from a past guest or client? Or maybe it’s a limited-time offer that creates a sense of urgency?

In your social media content, try using eye-catching visuals and testimonials that capture attention and build trust. On email, create urgency with a time-sensitive discount or an exclusive offer for subscribers.

Think about:

• What motivates them to act: Is it FOMO (fear of missing out)? Urgency? Or something educational that adds value to their experience?

• How can you incorporate that into your posts or emails? Offer a special deal that’s exclusive to your email subscribers or highlight time-sensitive discounts that push them to book.

3. why should they choose you? – highlight what sets you apart

In a crowded marketplace, it’s important to show why your business stands out. Is it your personalised service, your eco-friendly approach, or your exceptional location? You want your audience to understand what makes you unique, whether they’re scrolling through Instagram or opening an email.

Ask yourself:

• What are 3-5 things that differentiate your business? These could be unique selling points like personalised services, exclusive experiences, or eco-conscious practices.

• How can you highlight those in both social media and email? For social, post testimonials or behind-the-scenes content. In emails, talk about what makes your business special, and use visuals that highlight those features.

4. where do they spend their time? – focus on the right platforms

Your audience’s time is limited, so you want to focus on platforms where they’re most active. Is it Instagram, TikTok, Google reviews, or maybe email? Understanding where your audience spends their time online is key to making sure your content is reaching them.

Ask yourself:

• Is your audience active on Instagram, TikTok, or Facebook?

• Do they prefer reading blogs or watching video content?

Tailor your social content for the platform’s audience, and design your email campaigns to meet your audience’s preferences.

5. what’s stopping them? – overcome objections in your content

There are always barriers preventing your audience from booking or purchasing. It could be concerns about price, doubts about your service quality, or a complicated booking process. Address these concerns in both your social media and email content to smooth the way for conversions.

What you can do:

• Share testimonials or case studies in your social content and email campaigns to build trust and credibility.

• Offer limited-time discounts to overcome price objections and encourage quick action.

• Simplify your booking process in your emails—include direct links, easy instructions, and reassure them about the smooth, hassle-free experience.

By addressing these objections head-on, you can build more trust, which ultimately leads to more bookings and business growth.

When you take the time to understand your audience—whether on social media or through email—you can create content that truly speaks to them. No longer will you be guessing what they want; instead, you'll offer real value and solutions to their problems.

Use these steps to connect with your audience on a deeper level, and watch your content drive results.