Quote: Drink because you are happy but never because you are miserable. G.K Chesterton.
You might make drinks in the kitchen, but the chef would probably start yelling at some point. Seriously, a bar is an excellent way for a restaurant to increase profits. Bars are great places to unwind, socialize, and have a few drinks.
Covid-19 impacted bars negatively as alcohol was banned, people could not drink and curfew was implemented, so this meant people could not drink even after work or after hours to catch up with friends or family members. Some bars were closed down because they could not make any profit or pay their employees.
With that being said, every bar to be successful during this time, they need a great digital marketing strategy. Small bars or newly established bars need to go through this article to find out how they can maintain and survive using digital marketing strategies during this pandemic.
Business requires a great digital marketing strategy to be successful. This can be achieved though brand defining, creating buyers personas, setting long term and short term goals, choosing best digital marketing methods.
A business must have history, what business is it, when was it established, why, how and where is it based. Business needs strategies that will make them different from their competitors. In the bar business, what can make you stand out or be different with others can be services offered with the benefits like free Wi-Fi, food or beautiful chilling spots or lounges.
In comparison to a conventional bar, a lounge has many advantages. The majority of them draw a young, trendy, and glamorous crowd looking to unwind without the noise and annoyance that comes with barhopping. If you’re with friends or by yourself, a lounge provides a far more elegant, intimate ambiance that helps you to really relax and enjoy your experience.
In crowded and busy venues, lounge seating and tables can create an oasis of relative peace and relaxation, allowing groups of friends to socialize more easily.
It’s a connected planet, and your free Wi-Fi offer is a fantastic marketing tool. You should devise a marketing strategy to entice visitors and companies to take advantage of the free Internet access. Working lunches, meals, and corporate meetings may be scheduled by local businesses.
Food in a bar appears to extend the duration of a customer’s stay, resulting in increased ticket sales. Additionally, consumers believe that bars that serve food have a more pleasant environment, which attracts more customers through the door.
Create buyer personas.
Based on data and analysis, buyer personas are semi-fictional depictions of your ideal customers. They assist you in focusing your time on qualified leads, guiding product creation to meet the needs of your target market, and coordinating all work within your company (from marketing to sales to service).
As a result, you’ll be able to draw high-value guests, leads, and customers to your business, who are more likely to stick around. More precisely, knowing the buyer persona(s) inside and out is important for content creation, product growth, sales follow-up, and pretty much everything else that has to do with customer acquisition and retention.
It all comes down to how you gather market analysis and consumer data, and how you present that information inside your business. To create your buyer persona, you collect information like:
- Job title
- Hobbies and interests
Buyer personas assist you in segmenting your audience so that you can deliver the strongest and most important marketing message to each of them. Since you’ll know how to best target members of your audience after creating customer personas, you’ll be able to create a better digital marketing strategy.
Set your goals
You need to set your goals now that you’ve developed your buyer personas. Setting targets is essential for determining if your marketing strategy is successful in assisting your company’s growth. When setting targets, make sure to include both big and small objectives. Small targets should help you stay on track to meet your larger objectives.
Short terms goals for bars (example)
- Increase daily net bar sales.
- Improve Employee Productivity.
Long term goals for bar
- In like a year, I want to improve New Revenue Streams.
- In like 6 months, I want to improve numbers of customers and followers on social media pages through my employee’s productivity and services.
It is important to set measurable targets when setting goals. These are often referred to as SMART objectives.
Choose your digital marketing methods.
In the last decade, digital marketing has grown in importance as part of a company’s overall marketing strategy. It enables businesses to target their ads to a particular audience, allowing them to sell directly to customers who are likely to be interested in their product.
Digital marketing refers to a broad range of marketing strategies and technologies that are used to reach out to customers through the internet. Bars can use any digital marketing methods to improve their business and the below mentioned methods can be used.
Search engine optimization, pay-per-click, social media marketing, content marketing, email marketing, mobile marketing, and marketing analytics are the seven major types of digital marketing.
Search Engine Optimization
The goal of SEO is to get a business to rank higher in Google search results, ultimately increasing search engine traffic to the business’s website. To accomplish this, SEO marketers research words and phrases consumers are using to search for information online and use those terms in their own content.
Today’s SEO process:
- Content indexing – It’s essential to make it easy for search engines to understand what your site’s content is by using alt text for photos and text transcripts for video and audio.
- Good link structure – It is vital that search engines can “crawl” your site structure to easily locate all the content on your site. An SEO specialist can format links, URLs, and sitemaps in a variety of ways to make them more available to site crawlers.
- Keywords and keyword targeting – Properly deploying your keywords
Paid ads and advertised search engine results are referred to as pay-per-click. This is a short-term type of digital marketing, which means the ad will disappear when you stop paying. Like SEO, PPC is a way to improve search traffic to a company online.
Another feature that sets pay-per-click apart from SEO is that you just pay for the results. In a traditional PPC campaign, such as a Google AdWords campaign, you only pay when someone clicks on your ad and visits your website. Pay-per-click ads allow you to invest almost any amount of money.
Some businesses may see a return on their investment of a few hundred dollars, but many large businesses spend tens of thousands of dollars per month on pay-per-click advertising.
Social media Marketing
Social media marketing is the use of social media platforms to promote a bar business or services. It is a form of digital marketing strategy that employs social media platforms to drive traffic and target a particular audience.
They can be used to boost bar sales, attract new customers, build, and maintain relationships, outperform the competition, enhance brand image, boost brand loyalty, and manage reputation. Social media marketing is known as the best marketing strategy for ads because it is cost-effective, time-consuming, and directly applicable.
It’s important to find the social networks that will help the company succeed. Facebook, Twitter, and Instagram are some of the most widely used social media sites for digital marketing among bar businesses. They are easy to manage and track the page performance.
If you are using Instagram, to check your page’s performance one can use Instagram insights. This tool allows you to analyze your content, activity in terms of engagement, and audience, which is the demographics that engage in your content.
If you use Facebook, to check your page’s performance one can use Facebook analytics. This tool allows you to track your audience, see engagement with your Facebook page and track your performance.
Content marketing uses storytelling and information sharing to increase brand awareness. Ultimately, the goal is to have the reader take an action towards becoming a customer, such as requesting more information, signing up for an email list, or making a purchase.
Bars can use digital videos, blog posts and posters. In general, it should give value to the customer first and foremost, rather than simply promote the brand or attempt to sell something. Establishing a long-term, trustworthy relationship with your customers through content marketing is more important than making a single sale.
Despite the rise of social media, mobile apps, and other platforms, email remains one of the most powerful marketing tools. It can be used as part of a content marketing campaign to provide value to users and turn them into customers over time.
Email marketing experts are adept at not only creating persuasive strategies, but also at determining the best audience outreach and evaluating customer experiences and data, as well as making strategic decisions based on that data.
This form of digital marketing focuses on reaching out to your target audience through their smartphone or tablet. Text messages, social media, blogs, email, and smartphone apps are all examples of mobile marketing. Marketers can customize deals or special content based on a customer’s place or time, such as when they visit a store or attend an event.
Digital marketing is highly trackable and observable, which is one of its main benefits. Coupons and other direct mail deals were once the only trackable marketing items.
You knew the message had hit home when a customer used the coupon. Today, analytics enable marketers to monitor user activity down to the smallest detail: how many times they click on a connection, how long they spend on a website, how much they open emails, and so on.
Set your budget plan
Your campaign’s budget is extremely important. You must know how much you should spend on your digital marketing strategy before you start implementing your methods. With a marketing budget in place, you can better allocate your funds to the resources you need.
You can break down a budget and distribute funds to various networks once you have developed one. You will need to strike a balance between how much you’re willing to spend on each channel and how much you’ll need to invest to get meaningful results.
A method for calculating performance should always be included in a digital marketing plan. Measuring outcomes is critical for deciding whether or not the efforts were successful. It is essential to keep records of your performance to ensure you are running the best campaign possible.
You can use key performance indicators (KPIs) to gauge the progress of your campaign. KPIs are statistics that help you determine whether you met your objectives.
If you have not met your goals, it offers the chance to restructure your campaigns to drive better results. You can tweak and improve your strategies to better reach out to customers.
It is important to create a digital marketing plan for a bar business if you want it to be successful. Digital marketing makes your advertising and marketing easier and reaches a huge number of people. Creating a digital marketing plan makes it easy for the business to know which platforms to use in order to put your business there or reach the target audience.
Written By: Mfezi Prince Ncube