As winter shifts into spring this week across the UK, it’s the perfect time for small hospitality businesses such as pubs, cafés, and hotels to make the most of online marketing to captivate their audience, boost engagement, and ultimately increase foot traffic, orders and bookings.

Here’s your guide to enhancing your blogging and social media efforts, along with inspiring examples of successful spring campaigns.

Spring-themed content ideas

Creating content that aligns with spring events and themes is vital for engaging your audience. Consider blog, video and social media posts highlighting Easter specials, outdoor seating openings, or fresh menu items that celebrate spring produce.

Example: A London café ran an “Easter Afternoon Tea” promotion, offering a special menu with seasonal treats. They shared countdowns and behind-the-scenes videos of the baking process on Instagram, leading to a fully booked Easter weekend.

Engaging visuals and promotions

Visual storytelling is powerful. Use bright, spring-themed visuals in your social media posts to capture attention and encourage interaction. Organising spring promotions or contests can further engage your audience, creating excitement and driving participation.

Example: A countryside pub in Yorkshire encouraged customers to share their beer garden experiences using #SpringAtTheFox. They re-shared the best photos and offered a free drink to the most-liked post of the month, increasing social media engagement and footfall.

Highlight local events and collaborations

Incorporate local spring events, attractions or collaborations into your content. Doing so can boost community appeal and encourage partnerships that extend your reach to their followers as well as yours.

Example: A boutique hotel in Cornwall collaborated with local tour operators to create “Spring Staycation” packages. They blogged about hidden beaches and countryside walks, linking back to their hotel. The blog posts ranked well on Google and brought in more direct bookings.

Optimising posts for greater reach

Enhance your content’s discoverability by using seasonal keywords and popular hashtags related to spring. Consistent posting at optimal times can also improve visibility.

Example: A Greek restaurant in Cardiff utilised the hashtag #SpringDiningUK for their seasonal promotions, new menu and to promote their outdoor space. The targeted hashtag campaign increased their reach and engagement on both Instagram and Twitter.

Boosting engagement with interactive content

Interactive content like quizzes, polls, and contests can enhance audience involvement. Invite customers to share their experiences or participate in challenges.

Example: A family-run catering company launched a ‘Spring Recipe Contest’ on Facebook, inviting customers to submit their best-loved spring dishes. Participants stood a chance to win a complimentary catering service, resulting in high engagement and increased brand loyalty, people liked a personal touch and encouraged regular customers to engage with the content.

Quick wins to boost engagement & footfall

• Refresh your Google My Business and social profiles with updated spring photos and offers.
• Schedule posts in advance to stay consistent with your content.
• Experiment with short-form video (reels, TikTok, stories) to boost reach and engagement.
• Encourage email sign-ups by offering a spring discount or giveaway.

Focusing on spring-themed content and social media strategies can enhance visibility and customer engagement for hospitality businesses. By adapting to seasonal changes, you can create a compelling story that grabs your audience and gives your business a boost.