The Essentials Of Restaurant Marketing
Restaurant marketing is not only an important part of your overall success strategy, it dictates how well you can capture and retain customers. Considering most restaurant owners know more about the menu and customer service than marketing strategies, we’ve provided a short guide on key elements that should be included in your marketing plan.
- Build a Great Website
Websites used to be simply an online brochure. But, today, they are hubs for an interactive, animated and content-rich asset that can generate leads better than ever before. The key to building a great website is knowing a few essentials about their development, purpose and opportunity.
A great website must be done by a professional. There should be a process the developers and designers take you through in establishing a brand image that carries over into the colors, fonts, and graphics. Having a professional website means setting down your stake in the digital world in a purposeful, dependable, and trustworthy manner. It is a presence online that cannot be forsaken because it conveys that you are serious about growing your business, satisfying your customer’s needs, and investing in the future.
The opportunity to create a website that is rich with audience-driven content, persuasive messages, and social media integration is nothing to shy away from. Following through on a full marketing plan, both with content and advertising, means you have taken a brochure and turned it into a profit machine
2. Participate in Social Media
When setting up your website, it is important to also consider a strong social media presence. The social media accounts can be used to push content to your potential customers and draw them back to your website. Social media copywriting and advertising guidelines vary by platform, but they do have one thing in common – they take interaction to a new level.
A fully integrated social media presence creates a loop of never-ending opportunities to present specific calls to action, add additional value, and lead customers through your buying process. But, delivering messages that drive sales is not for the timid at heart. Nor should it be done without the consult of a professional. A good social media strategy can be made or broken by the content you deliver.
3. Deliver Great Content
Delivering great content should also be delegated to a professional copywriter, specifically one with experience in the platforms you choose to engage in. Content can come in many forms – from social media posts to blogs to website pages. It can even be part of a marketing plan that delivers ebooks, whitepapers or webinars as a way to generate leads. Create a webinar showing customers how to make your specialty pizza and you will have a customer for life.
Good content is defined by its ability to meet or exceed the results you set out to achieve. More importantly, it should be strategized just how and when to deliver great content so that goals for success are met. A good content strategy is the best method for generating leads in today’s digital market since the Internet is all about delivering information of value to consumers. In the restaurant industry, creating repeat customers is key to justifying the expenditure of new technology, content creation and campaign management.
While restaurant wifi is just one technique for capturing your audience, there are other aspects to your marketing campaign that must fall into place. Ensuring that your messages are not only received and read, but acted upon, is the true measure of success.
4. Encourage Word of Mouth
Once content is shared, the delivery of that content, or message, is partly dependent upon the customer’s perceived value. By creating value in your content, you can easily encourage the spread of your restaurant’s reputation by word of mouth. Not only do you want to create buzz about the menu and events you provide, you need to deliver something so engaging that it develops into a message that mimics viral videos – only in real life.
To encourage word of mouth, you need to be literal in communicating your desire to see the restaurant’s messages and reputation spread by your customers. Ultimately, it comes down to the combination of all of the above marketing techniques to create the desired result that can only come from word of mouth – the only free method of advertising.
By employing wifi technology as a free resource for your customers, you are setting the stage for a value return that can easily become the center of repeat business. Consumers enjoy getting out of the house to socialize, get some work done, and enjoy a riveting dining experience.
5. Employ Wifi Technology
I’m sure it seemed inevitable that we’d land on this topic at some point. We wanted to get here as quickly as possible. Certainly, wifi is in almost every restaurant already. But, did you know there is an entire marketing opportunity available simply by giving your customers access – with a catch, of course!
Wifi marketing is something that can’t be accomplished without first capturing some customer information. There are three pieces of information you want to ask for (other than name): cell number, email address, and social media address. All three, or just one, can be used to deliver targeted messaging to your customers that will help drive repeat visits, loyalty and sales.
Social wifi, the use of a customer’s social media account for logging in to your network, comes with a load of data that can be used to better target your audience, even for traditional methods of marketing. But, more importantly, it opens the door for conversation between you and your customers. It also creates an online community where events and meals can be shared together whether at the restaurant or on the go.