Blog Post | Jun 06, 2023
How Restaurants Can Supersize Their Digital Marketing
Digital marketing tactics, including online reviews, social media and email campaigns, are staples for restaurants and cafes. Here's how those tactics can be "supersized" to reach even more customers.
Each year, digital marketing drives more than 1 billion restaurant visits. When we say “digital marketing,” we mean a variety of tactics that include search/SEO, social media marketing on platforms like Facebook and email campaigns. Chances are, you're already using many of these tactics, but here's how (and why) you should beef up your efforts for a supersized impact.
Online Reviews are a Potent Stream of Business
Word of mouth is still one of the most significant factors that leads new patrons to visit your place: Recent research shows that 88% of guests said they tried a new spot based on recommendations from someone close to them, but more than one-third of diners said that reviews on sites like Yelp influenced their decision.
Supersize It: Even if your restaurant gets good reviews organically, putting in additional work on a platform like Yelp can pay off. Manage your restaurant's profiles, including writing a robust, keyword-rich "About Us" section to help would-be patrons find you. And, whenever appropriate, restaurant marketers should engage with reviewers—even engaging with a positive review shows potential patrons your restaurant takes service seriously.
Reach a Hungry Audience on Facebook
Today, a social media presence is a must, especially when many of your most loyal customers may never set foot inside your restaurant (thanks to the rise of delivery apps). While Instagram and TikTok are great ways to introduce yourself to more new customers, Facebook is the platform that drives more new and repeat business. This is partly because it's a fast and efficient way to advertise and promote special offers—in fact, many people report following a business' Facebook page just to get a discount or a coupon.
Supersize It: When new customers visit your page, give them reasons to stay and interact more. Videos are an effective way to keep them there. For maximum impact, think about the storytelling aspect of a short video, and don't limit yourself to just food. Great video topics include sharing how/why your restaurant started, a day in the life of an employee, or the inspiration behind some of your best-loved menu items. Recent research reveals that the Friday and Saturday timeslots of noon to 3 p.m. and 6 p.m. to 9 p.m. were the most effective times in terms of reach and engagement, so plan accordingly!
Email Marketing Delivers Outstanding ROI
Email is the "burger and fries" of the email marketing world: it's not the trendiest thing on the menu, but it's a classic that offers excellent value and gets the job done. Here's a fact that makes email even more appealing: 42% of diners ages 18-29 report that they depend on email to get restaurant updates. Even though that still trails social media, email marketing generates a substantially higher ROI compared to social media: $36 for every dollar spent, compared to only $2.80 per dollar spent for social media.
Supersize It: The more you can personalize your emails, the more impact they'll have. Don't stop with just their name: add details about their preferred location and send content and offers tailored specifically to them. Email is also another great place to share video—adding video to your email blasts will enhance their open and clickthrough rates.
Integration Offers the Best Results of All
Instead of going "a la carte" with your digital marketing, think of it as a multicourse meal, where every touch amplifies your message. We have restaurant and hospitality industry experts who can help you create a strategic customized marketing campaign. Contact us today to see what's good!
Online Reviews are a Potent Stream of Business
Word of mouth is still one of the most significant factors that leads new patrons to visit your place: Recent research shows that 88% of guests said they tried a new spot based on recommendations from someone close to them, but more than one-third of diners said that reviews on sites like Yelp influenced their decision.
Supersize It: Even if your restaurant gets good reviews organically, putting in additional work on a platform like Yelp can pay off. Manage your restaurant's profiles, including writing a robust, keyword-rich "About Us" section to help would-be patrons find you. And, whenever appropriate, restaurant marketers should engage with reviewers—even engaging with a positive review shows potential patrons your restaurant takes service seriously.
Reach a Hungry Audience on Facebook
Today, a social media presence is a must, especially when many of your most loyal customers may never set foot inside your restaurant (thanks to the rise of delivery apps). While Instagram and TikTok are great ways to introduce yourself to more new customers, Facebook is the platform that drives more new and repeat business. This is partly because it's a fast and efficient way to advertise and promote special offers—in fact, many people report following a business' Facebook page just to get a discount or a coupon.
Supersize It: When new customers visit your page, give them reasons to stay and interact more. Videos are an effective way to keep them there. For maximum impact, think about the storytelling aspect of a short video, and don't limit yourself to just food. Great video topics include sharing how/why your restaurant started, a day in the life of an employee, or the inspiration behind some of your best-loved menu items. Recent research reveals that the Friday and Saturday timeslots of noon to 3 p.m. and 6 p.m. to 9 p.m. were the most effective times in terms of reach and engagement, so plan accordingly!
Email Marketing Delivers Outstanding ROI
Email is the "burger and fries" of the email marketing world: it's not the trendiest thing on the menu, but it's a classic that offers excellent value and gets the job done. Here's a fact that makes email even more appealing: 42% of diners ages 18-29 report that they depend on email to get restaurant updates. Even though that still trails social media, email marketing generates a substantially higher ROI compared to social media: $36 for every dollar spent, compared to only $2.80 per dollar spent for social media.
Supersize It: The more you can personalize your emails, the more impact they'll have. Don't stop with just their name: add details about their preferred location and send content and offers tailored specifically to them. Email is also another great place to share video—adding video to your email blasts will enhance their open and clickthrough rates.
Integration Offers the Best Results of All
Instead of going "a la carte" with your digital marketing, think of it as a multicourse meal, where every touch amplifies your message. We have restaurant and hospitality industry experts who can help you create a strategic customized marketing campaign. Contact us today to see what's good!