It’s time to make your social media deliver more
Vol. 23 – November 2021
Figure 8 Update
Increase brand awareness. Drive traffic to your website and storefront. Spread the word about events and promos. Make your sales soar.How can you stimulate this kind of success for your restaurant through organic social media and paid ads? We have some tips and tricks. Read on.
Your menu of platforms. Our tips apply to them all:
ORGANIC SOCIAL MEDIA
Tips for: Organic Social Media
Use your restaurant’s existing accounts to stay engaged with current followers and loop in new ones. If you’re happy with these accounts, no need to switch things up.
CONSISTENCY IS KEY
— There shouldn’t be any difference in how your restaurant is represented across platforms. Make sure your usernames, images, copy, and links are consistent on every social media channel you use — Instagram, Twitter, and beyond. As a rule: all of your profiles should link back to your website.
MASTER MESSAGING— You have your followers’ attention. Articulate what’s new with the restaurant, what’s coming down the pike, and what they can expect from you. Keep your tone of voice concise and on brand. — Hashtags are a great way to engage with people and draw eyes, but be mindful of how many you use. Aim for no more than 3-5 hashtags per post.
STRONG CREATIVE MAKES A DIFFERENCE— Use high-quality, branded content to make your posts stand out in a feed. The images and videos you include should illustrate the spirit of your business and beautifully highlight your product: delicious food. Remember, people eat with their eyes.
COLLABORATE WITH INFLUENCERS— We really believe in the power of relationships. Partner with local influencers to increase the visibility of your business. Their tie to the community can help amplify your brand and get the word out to more people when you have promotions or announcements.
ENGAGE, ENGAGE— Respond directly to comments on your posts to show that people with heart run your restaurant — and care. — Be a good neighbor. Comment on posts from other local restaurants and influencers to become an active member of the social media community. This goes back to our point of building relationships. When we help each other out, we all benefit.
Tricks for: Paid digital adsReach your target audience through thoughtfully crafted paid ads.
THINK ABOUT YOUR OBJECTIVE— Paid ads are tools you can use to create an announcement campaign. The goal of this type of campaign is to motivate those who see your ad to learn more about your business — and take action. Build a message for your ad that lines up with your campaign objective.
SKETCH OUT A SOLID TIMELINE— Be sure the launch date and end date of your campaign aligns with your announcement timeline.
CONSIDER THE BUDGET— It’s important to reach your audience in the timeline you’ve set, without displaying the ad too little or too much. The frequency with which your audience sees the ad is key. And that frequency is based on your budget. Your dough.
CREATE A CLEAR TARGET— Tailor your campaign for your target audience. A good place to start? You can retarget past guests — or use zip code to reach anyone in your restaurant’s surrounding area.
COORDINATE YOUR AD AND LANDING PAGE— Your ad is sending people to a destination. Where will they land — your restaurant’s homepage, menu, or app? The messages that appear on the ad and landing page should be in conversation with each other. This helps create an easy user experience. Easy experience, happy guest.
YOUR CALL-TO-ACTION (CTA)— Connect guests to your food. Choose a CTA that reinforces the goal of your campaign. And use language that makes it clear to your audience where they’ll go after clicking or tapping the ad. For example, if you’re navigating folks to your Michelin-worthy menu,”See Menu” is a strong CTA.
TEMPTING IMAGERY— Since striking visuals go a long way on every possible platform, this tip bears repeating. Include on-brand graphics and high-quality images and videos of your food — just like you would for an organic social media post. A compelling image says it all.
What we’re reading
Restaurant Hospitality →
This virtual food hall is cutting out the middlemen and their delivery drivers make up to $80,000 a year
QSR Magazine →
The Next Big Restaurant Marketing Trend You Haven’t Heard Of
Restaurant Business Online →
How to win with L TOs in Today’s Tough Market