This post is all about how marketing can be successful for restaurateurs in the face of evolving new technology such as social media, reservation apps, responsive websites and different review platforms. The basic advice is still the same: start with the foundations and work your way up to the top. However, you can read on to get a few tips to get your primary course charted as far as digital marketing is concerned.
It may happen that though your restaurant is located in one of the best districts of the city, and still no one visits it because of a lack of online presence. This thought does not dwell very comfortably with any restaurant owner.
In these days of modern technology, reliable Internet connections and possession of the personal computer/laptop/mobile by practically every individual, people no longer look at the telephone directory to spot a restaurant’s number. The Internet is where they search. In addition to this, they do not stop after just looking up the address or the phone number of the restaurant. The additional information that is sought out include the restaurant’s menu, working hours, customer reviews, chef’s details, assess the décor of the restaurant and pictures of the various dishes. Up till a few days ago, this act would have been considered absurd. But today, it is considered most normal.
In case you have not yet searched out the local restaurants using the Internet, now is the time to start. It is always easy to whisk your smartphone out and type the most relevant keywords into your favourite browser. These keywords can be names of a few dishes that you serve or even the name of your place. The search listings that are generated may or may not have the name of your restaurant.
Even if it appears, it may not rank high in the listings. The worst that can happen is that your competitors’ names may figure in the listings at higher positions. In order not to lose business in the physical world, these days it is imminent to have a presence in the digital world.
Read on to find out some tips that a restaurateur of today’s world would find helpful in getting customers to come to your eatery.
Tip #1: Set up an account in Google
This is helpful in more ways than one. In addition to providing one of the most versatile search engines, there bare host of other tools that can be of great help to restaurateurs: Google Maps, YouTube, Google Analytics, Google+, Adwords, etc. However, the best product in the Google repertoire is Google Business. This product is very time-saving in that all entries need to be made just once. The updation across all other products is done automatically. This means that any customer looking for you either in Google Maps or Google+ would find your place. The best part of the deal is that Google Business is free. However, it is in the hands of the restaurateur (literally) to keep the information updated to the latest for the customers as far as the menu, the location, the hours of operation etc., are concerned. All they would do is make their booking on their mobile phone after seeking all the information via Google.
Tip #2: Social media presence is a must
Social media marketing is an important factor in today’s world of business. Presence in the social media, in the first place, ensures positive engagement with the clients and it is also true that search listing rankings are improved with social media presence. It is important for the business owner to keep in mind that whereas setting up Google Business means immediate results, social media marketing is a long-term strategy. Results appear only after a period of time.
• Facebook: This is the biggest among the social media players. It pays to have a Facebook account for the business owner when a majority of the population seems to be hooked on to it most of the time. When setting up a Facebook page, the business owner should make sure that it is set up in the appropriate category and required check-ins are enabled before adding in the restaurant menu.
• Instagram: Owned by Facebook, Instagram’s popularity is higher with the result that client engagement can actually be more effective. Facebook has instituted integrated advertising possibilities and together with user generated #hashtag campaigns, engagement with clients can happen on a whole new level.
• Twitter: Twitter’s users are known to tweet excessively about food and drink. This is in itself an advantage which can be harnessed to increase clientele.
• Pinterest: Great results can be got through Pinterest as it supports the best quality pictures. Pinterest can be used to enhance the images of both the food and the décor. However, professional photographs are more sought after in Pinterest.
• Google+: This social network full of people is a good option. Once a My Business account is set up, Google automatically institutes a Google+ account. It is a good idea to present in it even if you do not intent to make complete use of it at present.
This list is not exhaustive and there are many more social media networking sites that restaurateurs can use to their advantage.
Read Also: 6 trendily social media that will become successful in 2017
Tip #3: Be aware of quality review sites
Customers gather a large amount of information and form opinions by going through review sites. Some of the most popular review sites include TripAdvisor, Zomato, Yelp, etc. It is very powerful and can easily boost your image with positive reviews and at the same time badly damage your brand status with negative reviews. It is therefore very important to monitor such sites very regularly and post updated information. Negative reviews are bound to come in. They should be handled carefully and professionally and personal mudslinging should be completely avoided.
Tip #4: Make your website your strength
What you display in your own website is under your total control. This should therefore deserve your greatest attention. Ensure that the content is of high quality and pictures are attractive. The content should be search-optimized. Ensure that your website is mobile phone optimized as well. Otherwise you could end losing a large chunk of business in these times.
Sadly, the less informed restaurant owners still believe that they lack resources to build a website. A little exploration will make clear the fact that there are plenty of platforms that are available today which can assist in building quality websites for little or no cost. In fact, many of these packages guide the novice user through each step of creating a website.
Just in case you already have the website in place, make sure that it is updated and has all the latest information. Google is happy with regular new content posted into websites. The same is true with customers also. Change your menu, menu pictures and other relevant information in a regular fashion as you think is appropriate.
Tip #5: Conduct campaigns
The craze for good food and wine as part of travel and experiences is known and it only continues to grow. In the year 2014, Australia chose to showcase the unique food culture of Australia to the world through a campaign ‘Restaurant Australia’. The net result was that the amount spent on Australian food and wine increased by $697 million. The Tourism Australia website provides enough information on how to get started on such campaigns.
Read Also: 10 Best Content Marketing tips for Tours and travel Business in India or abroad
Closing Thoughts
These are only a few tips to help you to be digitally discerned from among your competitors by your prospective clients. This is meant to be only a guideline and you can think of it as a basic checklist.