DMPFC: A chef’s business plan starts from understanding customer requirements and differentiating the value delivered compared to competitors. Guests/Customers need should be placed first and before everything in making concept design and menu designs. Digital Marketing and social media have gotten a huge influence on businesses in recent times during this pandemic and as a result, it is very important to highlight your customers on social media and your website, this helps you engage with your customers, start a conversation with them and create posts that encourage them to visit your page. As a marketing strategy, it is always a good mode of engagement to feature new menu items on your social media and website, this promotes your menu items and as well creates awareness to your customers.
Meals and dishes. Therefore, promoting the chef with wonderful signatory dishes across platforms gives this craving Dubai populist an ample opportunity and atmosphere to enjoy a good meal that they have been denied for so long because of this busy nature of Dubai’s everyday hustling and bustling. And in any case advertisement via social media platforms is the bedrock to properly showcase awareness of every good restaurant’s chef’s meal and cuisine to the demanding population that craves and starve for good signatory dishes.
Another Good form of engagement is to showcase seasonal menu items e.g., Ramadan menu, as we know it is the holy month of Ramadan, showcasing menu items on your page will create good awareness and drive traffic to your page leading to brand awareness for your menu items and restaurant. This should be in line with the restaurant concept, Menu design and Costing, Engage the customers by giving a detailed description of the items on the Ramadan menu while also reminding them that those items will only be available during Ramadan
Creating awareness on upcoming holidays such as the Eid El Fitr after the Holy month of Ramadan telling customers of Eid promotions, encouraging them to book reservations and tag themselves on your social media platforms as a trend helps boost engagement. Create loyalty programs to attract new customers and retain existing ones. Setting up a structure that rewards customers with points and freebies based on their purchasing habits.
To develop Digital Marketing Strategy, one needs to answer some basic questions such as:
1. What is your Social-Personality?
As per the reports consumers spend 30% of their time on social media platforms. This creates a necessity to create a positive brand personality. Because even though the chef’s food and style may be interesting and unique, what really gets people engaged is the personality. As quoted by Jack Bruell “You are only as good as your last meal”.
During the era of social media, people spend more time sharing pictures and videos before tasting them. Therefore chef’s needs to well present their final product and be honest.
In a recent study by Sprout Social (Q2 2017), they found that consumers preferred a more authentic and honest brand personality (86%) over snarky comments or political content (33%).
Besides, 72% of those surveyed said that they are more likely to purchase from a brand if their Social Media image is humorous. Therefore, consumers prefer a brand that is friendly and engages with them; this boosts customer morale, increases brand reputation and influences purchase decisions. Be friendly and approachable with your followers and try to resist any political correctness and competitor slurs – it’s only going to put people off buying your product online.
2. What does Social Media mean to your customers/client?
It is necessary to analyze the way customers interact with social media platforms. Chef has to identify the segments in which his/her customers fall under Whether customers have high or moderated or least social media engagement. Identify the importance of social media and how it can help customers in several ways not only limited to marketing. Customers engagement can create a community which will help provide feedbacks and appreciations for chef during the launching of a new event or promoting new cuisine.
Find out Target Audience on Social Media
1. Identify or create buyer personas
Demographics can be an important factor to analyze customers. Later focus on spending power, spending patterns, and their stage of life. All this information plays into how customers interact on social media and spend their money.
2. Find where the customers are more active
Once you understand who your audience is, figure out where they are hanging out online. You must identify if your community is even on each separate social media platform.
For example, older generations have increased their Facebook use in the past four years. In fact, the share of the Silent generation using Facebook has nearly doubled.
On the other hand, Twitter appeals to younger audiences. In fact, 38% of Twitter users are between the ages of 18-29, and 26% of users are 30-49.
Instagram also appeals to younger generations, with 35% of users being aged 25-34 and 30% being 18-24.
Figuring out where your audience is will help you prioritize which social media platforms you want to focus on. Then, you can adjust as you go. For instance, if a post works well on one platform but not the other, you can adapt. Or if the people you are targeting aren’t interested, but another group is, you can change your target audience.
3. What are different Social Media channels?
Analyze information obtained from the above questions, which social media platforms to be focused on. This is a crucial step as there are so many channels to focus on. For this, we need to which platform customers prefer to use. Which platform will provide more features to engage and express the content? Applications that provide extra futures like chatbot or polling choices can be useful for making content and marketing more interactive.
Make time to short-list the best channel based on the data. Identify which channel the competitors are using? What channels are delivering the most engagement? What content drives most on each channel? What resources are available? What is the budget?
1.Social Networks: Facebook, LinkedIn, Instagram
2. Bookmarking Sites: Pinterest, Flipboard, Diggs
3. Social News: Digg, Google
4. Media Sharing: YouTube, Vimeo, Snapchat
5. Microblogging: Twitter, Quora Reddit
6. Consumer Review: Yelp, Zomato, TripAdvisor, FourSquare
7. Blogging and Publishing: Medium, Tumblr, WordPress
8. Social Shopping Networks: Polyvore, Etsy, Fancy
So, it is essential to bridge the gap between what is required for promoting Chef’s using Digital Marketing and what will be less impactful. Once the requirements and objectives are defined and established further steps and be taken to develop a detailed operations strategy which may include SEO, PPC, Content Creation, etc.
Is your social media marketing strategy sorted out for 2021?
This guide highlights that there are plenty of moving pieces to a modern social presence.
That said, putting together yours doesn’t have to be a drag. If you set actionable goals and address each of the steps above, you’ll already be way ahead of the curve when it comes to your social media marketing strategy. And if you need more inspiration for actionable ways to build out your strategies, make sure to check out at the International Institute of Digital Marketing with training and resources. Best of luck in 2021!