At this point, it’s become clear to everyone that social media is a powerful tool for businesses of all kinds. It’s an incredible opportunity to interact with your customers in a space where they are already spending time and enjoying themselves, which comes with a plethora of benefits. At the same time, though, if social media isn’t used properly, it can leave a bad taste in a customer’s mouth. It’s critical to spend some time constructing a plan for social media use that allows you to take advantage of the opportunities it offers in connecting and marketing.
Address The Challenges First
One of the first challenges is understanding what social media with social wifi marketing can actually do. Without a clear goal in mind, it’s impossible to develop a social strategy. You’ll need to decide whether you want your online presence to be focused mainly on advertising, communication, customer service, or some blend of these. Most businesses lean too heavily on the advertising aspect without first developing a voice and reputation that their customers can trust. Just as you work in your restaurant to develop a relationship with each customer that walks in the door, you’ll build these relationships online in the same way.
“Without a clear goal in mind, it’s impossible to develop a social strategy.”
Another barrier is the sheer amount of information that pours in from all sides on Twitter, Facebook, Snapchat, Instagram, and any other site you choose to utilize. It can all seem like noise if you don’t understand how to parse it. Fortunately, the best way to cut through the clutter is just to spend time in the space, interacting with your customers. When choosing which social media sites to use at first, start with the ones you (or whoever will be running the accounts) already use. If this is your first foray into that world, start with one and build from there. The benefits of online social interaction to your bottom line will absolutely make the learning curve worth it.
Let’s look at the specific advantages to connecting your wifi system to your social media accounts, and some ways to leverage those into more first-time and repeat business.
Drive Customers To Engage On Social Media
Obviously, to start gathering information about your customers and communicating with them effectively, you’re going to need to get them to follow you.While you might get some followers natively from the social media site, they tend not to be actual customers. Never forget the most important kind of marketing of all: word of mouth. Social media circles expand the reach of word of mouth. When someone comes to your site because they’ve been in or heard about you from someone who has, that is your ideal follower online. A compliment or even just a retweet from them carries a lot of social credibility with the people they interact with online. Sharing is a fundamental part of the appeal of social media, so you’ll need to be creating content and interactions that are shareable. This is easier than it seems. Look at the posts your followers are sharing, liking, reposting, etc. Craft your messaging with that information in mind.
“Social Media fosters online communities that essentially create free advertising for your restaurant.”
Another important aspect of social media and social wifi marketing is its ability to connect your fans and allow them to create a community with each other. The type of conversation that these communities foster is basically free advertising for your restaurant. You’ll be able to use the testimonials and reviews you receive there to create more content for your social sites, reducing the amount of work it takes to run the sites effectively. You’ll also be able to encourage sharing not just between your customers, but with their larger social nets. When an establishment jumps into a conversation about itself or about local food options or anything related, it makes users feel special. This feeling of being really cared about by their favorite place is what you’re trying to foster because it’s what gets people talking.
Gather User Data Beyond Network Utilization
While the information from basic wifi signups is very valuable, it’s limited in what it can tell you about your customers on an individual level. Creating connections on social media gives you a clearer picture of who your customers are. Think of basic wifi information as a topographic map of a city. You’ll get an overview of where things are, but not what they look like at street level. Social media information is like actually walking around that city. By asking for a “follow” or “like” with wifi signup, you can start to gather detailed demographic data. By looking at other places they like, who their friends are, and what they spend their time doing online, you can get a realistic portrait of who your customers are and from there, how you can best serve them. It isn’t necessary to create a complicated spreadsheet of all this new data you’re getting. It’s enough to just spend some time with your followers online and gain an organic, authentic impression of who they are.
TIP >> Hire a professional Social Media Campaign Manager to post content, monitor traffic, and interact with your social media fan base.
Advanced Data Means More Tailored Marketing
Now that you have all of this detailed information, you have to figure out what to do with it. The answer is that it will affect every bit of marketing you do for your restaurant. From email newsletters to advertising to your website, your new demographic info will let you fine-tune your messaging to connect with your customers in an authentic way. With conventional marketing, the main pitfall is burnout. When you deeply understand who your customers are, you can avoid all three. Burnout is what happens when a customer is inundated with overly vague advertising. Spam is a prime example. The communication is never received because it’s just never opened. Once your customer is engaged with you on social media, though, you can send messages that you know they’ll open, read, and respond to because you can target them to them specifically.