Our current world is extremely social media driven, and the situation is no different when it comes to marketing for business; a social presence is certainly a key foundation of the most impactful digital marketing strategy for restaurants. Marketing your restaurant effectively will depend on capturing – and keeping – the attention of hungry customers, and this isn’t always as easy as it might seem.
Of course, in the 2020s, great numbers of us are often (if not always) online. Social media offers us a seemingly unlimited reel of posts to scroll through, but our attention is rarely held for longer than a minute at a time.
Restaurants must take advantage of this brief ‘stopgap’ of social media attention to advertise and insert themselves into the lives of potential customers. Fortunately, we have outlined more than a few ideas below on how you might look to convert your social media account into tangible sales.
Choose the right social networks for your business
Not every business is created equal, and this isn’t necessarily a bad thing as far as social media impact is concerned. Restaurants might find more sales success through highly visual social networks such as Instagram or Twitter, for instance, while other small businesses may be better served by Facebook.
Ultimately, different social media platforms will work better for different businesses. Your own restaurant business might already be set up on different social media networks, or you may be looking to establish yourself on just one. Regardless of where your business is presently active, you should be sure to establish your audience first.
When it comes to your own restaurant’s digital marketing strategy, consider the customer demographic you wish to attract. Is your business a fast-food place for busy customers on the go, or an upscale restaurant better suited to date night? These factors will inform the decisions you make in relation to your firm’s social media profiles, and can help stimulate your entire digital marketing plan.
Google Analytics can prove particularly helpful for monitoring your engagement on different platforms and determining which social network is best suited to your business. Choosing the perfect social media platform for you is likely to have a markedly positive impact on your sales.
Make the most of your social media profile
Whether your business is a restaurant, pub, takeaway, or any other type of hospitality firm, making the most of your profiles on social media will matter so much for converting customer leads into actual sales.
As often as they’re overlooked by business owners, your social media marketing strategy will partly hinge on including the below fundamentals on your profiles:
- Your business name, the one listed on Google and other search engines
- The profile picture as your logo (and nothing else)
- The mention of a catchy tagline in your social media biography
- The creative and inspiring use of eye-grabbing graphics (which could be as simple as a popular emoticon)
- A link to your website
So many businesses, especially restaurants, omit these essentials in the brief bio space they are given on the key social networks. This can leave customers bored, unsure as to the actual merit of the business, and more likely to scroll on in the direction of a rival business.
Don’t be afraid of a little creativity! As serious as your business or trade might be, you shouldn’t baffle or bore future customers with dull information and a lack of intrigue.
Sometimes, ‘simple yet effective’ is the best policy a business can have; punchy phrases and clear, unmistakable logos and imagery can go a long way.
Be true to the voice of your business
In the handling of your business’s social media account, your posts and your biography should reflect the true values of your brand. We live in an ethical age of consumption – and rightly so – so you should be implementing a positive ethos in every account you create and every post you send out. Be true to the voice of your business, and make sure your passion for your industry shines through in whatever you do.
Consider these things with each social media post: the name of your company, the logo, your identity and quality, and what you really want to achieve. Social followers respond to good branding like nothing else, and if the values that you present and put into practice really resonate with them, you will be able to convert many of them into loyal customers for a lifetime.
Every business will have its own unique feel, which will be a big factor in making it great. Just make sure that, when you are seeking to convert loyal customers into sales with each social media post, you remain consistent: consistent tone, message, font, and language.
Consider the frequency of your posts – both when and where
There is one outstanding question that your digital marketing strategy must consider: when and where do you post? Frequency will be everything for capturing the attention of potential customers and consequent sales, but you won’t want to overload potential paying customers with swathes of irrelevant posts and infographics.
For the most popular networks on the social media market, there are a few guidelines you can follow. These guidelines are useful, but always remember to be consistent – posting rarely is a sure way to have your business marginalised in sales, and in customer interest.
- Facebook – Post at least once a day, between 1:00 PM and 4:00 PM.
- Twitter – Post at least 15 tweets or retweets a day, one hour in between each share.
- Instagram – We recommend one or two posts per day, between 8:00 AM and 9:00 AM or 2:00 PM and 3:00 PM.
- LinkedIn – Usually one post per day, between 10:00 AM and 11:00 AM, proves successful.
- Pinterest – Aim for eleven pins a day, broken apart by at least 30 minutes each time.
Would you like to learn more about the part that Slerp could play in making your own restaurant or hospitality business’s digital marketing strategy a success? If so, please do not hesitate to contact our team for further information and advice.