If a business or restaurant is going to utilize digital marketing techniques, they will definitely be updated about the latest digital marketing techniques and strategies. In this blog this has been thoroughly explained. We researched a lot and concluded in this article about developing an effective digital marketing strategy for restaurants. So we will discuss the secret recipes of digital marketing recipes from here on.
Secret recipes to success of restaurants
- Measure your current success
Before implementing a digital marketing strategy, a restaurant has to analyze its current business conditions and success. For a proper execution of the strategy you may have to sort out the users who are duplicated, so that you didn’t count them twice. This measurement will provide the exact number of consumers the restaurant has been acquired through social media. To mitigate the potential for duplication of users, track growth rate as a percentage of the aggregate totals. This is where you will find the real growth.
- Twitter: Look at your number of followers and the number of followers for those who retweeted your message to determine the monthly potential reach. You should track these separately and then compare the month-over-month growth rate of each of these metrics so you can determine where you’re seeing the most growth. A great free tool to use for Twitter measurement is TweetReach
- YouTube: Measure the number of views for videos tied to a promotion or specific period of time, such as monthly, and the total number of subscribers.
- Blog: Measure the number of visitors who viewed the posts tied to the promotion or a specific period of time.
- Email: Take a look at how many people are on the distribution list and how many actually received the email.
- Facebook: Track the total number of fans for your brand page. In addition, review the number of friends from those who became fans during a specified period of time or during a promotion and those who commented on or liked your posts to identify the potential monthly Facebook reach. Facebook Insights provides value here.
2. Identification of goals
After the proper execution of business analytics of the business, restaurants have to set their goals. Goals have to be specific, well defined and more over achievable at the current scenario. Goals can be short term (0-6 months) or long term (more than 6 months).
After that you have to set a goal to achieve, an example has been given below;
Short term goal –
- Within three months, the restraint wanted to have 30 bookings exclusively through the internet.
- Within 3 months, hike of 100 followers in all social media platforms.
Long term goals
- Within 8 months, 100 orders exclusively through the internet.
- Within 7 months, hike of 250 followers in all social media platforms.
- Within 9 months, vouchers and discounts to be given to 100 consumers exclusively through social media.
3. Social media management
The best practice for posting content comes under three categories
- Brand posts
- Sell posts
- Share posts
Brand posts are the kind of content that creates the primary engagement. These posts can be anything, even inspirational quotes or testimonials or whatever.
Share posts are usually articles, blogs or any other information that provide value to the users. So in regards to restaurants, they can put whatever such as YouTube videos, TikTok videos or blogs that link to the main website. This type of posts will lead to hike in permanent long-term users
Sell posts are unlike both two, it is a type of hard sell to your audience, promoting your restaurant. These posts direct people to your website, landing page, or direct them to contact you via email or phone. It basically includes the dishes of items you have and the call to action attached to it.
Sell posts are an excellent opportunity to showcase new recipes, dishes and always-available items from your menu with attractive product photography.
4. Unique selling proposition
A Unique Selling Proposition is what makes your restaurant stand out among the competitors. It will put your business apart from other competitors, be it your menu, food, service or even hospitality. Further, this unique selling proposition should bring value to customers that other similar competitive products do not so that you would be noticed and your restaurant stands out. It should describe your prices, quality, exclusivity, service, or any other differentiable aspect of your restaurant business. Establishing a unique selling point for a restaurant includes:
- Analyze and observe from your competitors
- Identify what would make you unique (Prices, quality, ambience, location, service)
- Follow Through on Your USP
A few ways to narrow down your unique selling point are:
- Find your own unique feature
- Amplify Craving Emotions with Your Food
- Deliver a Simple and Concise Message to Your Audience
· List some online promotions and offers, which include:
- Create online events and prizes
- Create members club and exclusive offers
- Offer quick delivery with minimum delivery charge than competitors
- Introduce contests and events, distribute vouchers, cash back and prizes
5.Have a Competitive Analysis done
For a successful business, one needs to have a competitive analysis done for this business. This ensures that you can always be a step ahead of your competition. A Competitive analysis is done by analyzing your competition and monitoring them on an ongoing basis, you’ll get to know their behavior, enabling you to anticipate their actions and stay one step ahead.
There is loads’ to gain out of a Competitive Analysis. You will develop your differentiators and discover what will give you customers a reason to order from you as compared to everyone else.
A competitive analysis doesn’t only include things like a SWOT (Strengths, Weaknesses, Opportunities, Threats) analysis.To make sure you set your online business up for success, you’ll need to do a deep dive on the current competitive landscape.
- Identify your competitors.
There are many ways to identify key competitors in your industry, but Google and Deliveroo will likely be where you begin your research.
As you find competitors, you’ll want to categorize them into various levels, from primary competitors to those you still need to keep on your radar — like secondary and tertiary competitors.
When documenting your competitors begin by tracking the basics such as Name of restaurant, Location, Mission statement, menu, Strengths and weaknesses of their business, and Category of competition.
- Examine your competitor’s website & customer experience.
Once you’ve identified your competitors, you’ll want to analyze their websites. To start, take a close look at the following items:
- How solid is their product photography?
- How do they display their products and help communicate details?
- How detailed are their product descriptions?
- What information do they include?
- What information is missing?
- Where are their calls to action throughout the online shopping experience?
- Are they obvious or do they get lost due to a poor color scheme or positioning?
- Are they trying to build an email list with a newsletter sign-up prompt? How prominent is it?
- Do they have a blog?
- How frequently do they post?
- What type of information do they tackle?
- Is their site optimized for mobile?
Going through all of these points will help you see opportunities to optimize your site for keywords that you’re currently not targeting.
- Identify your competitor’s market positioning.
Identifying your competitor’s positioning strategy is important because it’ll help you start to get a feel for your market’s demands and expectations.
Take a look at their website and marketing messaging and ask the following:
- What are customers really buying from them?
- Are they going for price?
- How are they differentiating their product from their competition?
- What features and benefits do they highlight the most in their marketing copy?
- In their opinion, what makes their product or service unique?
These questions will help you understand to whom your competitors are speaking and how they position themselves within the market, which will be profitable for you as you work on how you’ll position yourself against or alongside them.
- Make sure to take a look at Pricing.
The best place to start is to look at how your competitors have priced their products. You’ll learn what your target market is willing to pay and get an understanding of what prices might work well for your business.
- Have an online presence for online orders / Loyalty Apps
Make sure that you have an online order placement facility. Partner up with companies such as Deliveroo or Just Eat to make sure that you don’t miss out on the online market. A large number of restaurant businesses are also using loyalty apps for customers now but you have to make sure that you can effectively manage the loyalty programmes.
6.Buy Local, Market Local
Being able to show customers that “locally sourced ingredients” badge is another way to attract the environmentally conscious and boutique eaters in your area. Using organic ingredients for making food in your restaurants can be another way to bring in customers, as customers nowadays are more health conscious. Not to mention, people like to know that they are supporting local farmers in their community, so it’s a great way to reach out to the larger community. Eating great food and making a difference? It’s a win-win for everyone.
7.Create a good Online Presence
Having a website is very important to run any business these days. The same goes for restaurant businesses. A hungry customer always starts by ‘Googling’ something like ‘best restaurants near me’, to start taking care of their hunger pangs. This means that they need a place where they can easily find information on your business. For this purpose you need to have a website. It is now considered as an essential to be a part of your business if you really want to succeed.
You need to have a clearly written, aesthetically pleasing menu on your website too. Having a menu on your website can answer most of the questions for your customers that you otherwise might have to answer over the phone or chat bots, or the worst case might be that your customer might not even be able to ask you those questions because they have found another restaurant to order from.
Offer Online Reservations
Online reservations are a way to make your customer feel delighted. And when you have a business you must understand that the end goal must be that the customer enjoys the overall experience and they’d want to come back to you again. Online reservations are an excellent way to improve customer experience. Offering online reservations on your website can make the process very easy. The option for reservations should also be available via phone calls. Also, this can give you competitive advantage over those restaurants who aren’t giving an option to reserve a table online/ via a call.
Google My Business
As we mentioned previously, customers start by searching for a food place on google. Google my business is a free service provided by Google that can help your business grow. It is super easy to set up and is one of the best ways to provide an online visibility to you customers. You can set up Google my business with a few clicks and you can list your business on Google maps. People who search locally will be able to spot your restaurants on the map too this way. Moreover, people who have already been your customers can give reviews to your business and that can add more to your credibility.
It is crucial that you reply to all the good and bad reviews both on google my business. You can use this forum to improve your services and get back to customers who have shown any kind of grievances. These little steps will help your credibility and as you grow, Google My Business might show your business automatically as the first and the best-rated and optimized business nearby.
Advertise via Instagram/Facebook/Twitter !
The importance of taking good photographs of your food can only be understood, once you dive into the world of advertising over social media. Customers are drawn towards beautiful visuals and using sensory visuals to lure them to get to your restaurant can be one of the most helpful things to drive sales.
Instagram helps you use hashtags which can help your posts to be more searchable. Someone might even stumble across your post while they’re searching for something else. And going through the amazing photographs on your page can drive them to try your restaurant !!
Link your instagram and facebook together in order to cover a bigger market. Use twitter on a regular basis and look for customers who have tweeted about your restaurant. Be sure to answer all sorts of queries and reviews, even if it’s a good one or a bad one. Getting back to a customer and apologizing if they’ve had a bad experience, and then inviting them over again, can be one of the main things in making that customer a regular at your restaurant. It’s all about the customer experience eventually!!
Start Investing in your SEO !!
SEO is a very important part in digital Marketing. It can help you build better relationships with your customers, help you improve customer experience for them. It is also one of the main things that drive more people to your site, and help them convert into customers. It can help drive more customer loyalty. This, all in all means, it can drive you to increase your revenues, which is one of the main goals of a business.
You need to have a website and a blog page for your restaurant, where you can update the customers on a regular basis about what’s new in the menu; you can also add in any reviews that the customers have left you, which can be helpful for the new customers. You need to update the content on a regular basis as that is what will help you come on top of the organic searches in search engines. Update pictures on your website and blogs regularly and be sure to add good meta-tags and tags to them, as search engines will be able to display results better with their help.
Implement Email Marketing
Another effective restaurant digital marketing strategy is called email marketing. First, you need to build an email list of recipients who have subscribed to your email. Gaining subscribers can be done by offering discounts to previous customers who subscribe, through social media, your website, affiliate websites, and landing page ads.
Once a customer subscribes, you need to have an automated set of emails that go out once or twice a week. These emails should be friendly and express gratitude to your subscribers while subtly pushing them toward coming back to your restaurant. However, they also need to contain valuable content (discounts, promotions), or people will stop opening them.
Use Influencer Marketing
If you don’t have a strong following as yet or are looking for a larger target audience, you must consider influencer marketing. Social media influencers are those people who have established credibility within certain industries or demographics, and as a result, often have thousands, if not millions of followers.
Try finding any food-specific influencers in your relative location, it may not even be a bad idea to reach out and invite them to eat at your restaurant for free. You can ask them to review your restaurant on their page. If they like your food, you can come up with an influencer marketing contract. In exchange for them to create posts about your restaurant, you can pay them a fee or give them a certain number of free meals. Many Influencers are also given discount codes that they can share with their followers, this way you can also track which Influencer is bringing you more business so may keep working with them longer.
Using digital media to advertise for your restaurant is a very essential part in digital advertising these days. Be sure to use the maximum number of platforms you can easily manage. Drive the customers to comment on your instagram posts, blog posts, so that you can come on top of the search results. Updating your blog posts and websites on a regular basis is of the utmost importance when it comes to SEO.
The end result of having any business is to drive sales, while making sure that the customer experience has been impeccable. Every business is unique. Only you are the one who knows your brand and can control what path it takes. As you start your journey, we can hope that the tips we’ve shared in our blog can help your business grow. Good Luck !!