When you’re deciding to dive into the world of restaurant marketing, you’ll come across numerous terms and concepts that can be a little overwhelming. Don’t worry, we’ve got you covered.
In this article, we’ll discuss the ins and outs of online marketing for restaurants, taking you on a journey from concept to execution to improve your odds of success.
Create A Website That Does All The Talking
The first and most important step in creating an effective restaurant online marketing strategy is to build a website that does all the talking. Why?
When you’re driving traffic to your website, you want to ensure that they are converting into paying customers as quickly as possible. To achieve this, you want to utilize all the tools at your disposal, including the website itself. What this means is that you should not be utilizing Google Adsense or other adverts to generate revenue.
This is because you’re competing with huge brands and well-known restaurant chains that have the funds and expertise to attract far more visitors to their sites than yours. When someone visits your site, you want them to engage with the content and ultimately make a purchase or request a free sample.
Make Sure That The Content Is Of Good Quality
As we mentioned above, an important step toward creating a successful restaurant website is to make sure the content is of good quality. To put it simply, create content that is fresh, unique, and provides value. With this comes a certain level of difficulty depending on what type of restaurant you run.
If you’re a mom and pop shop, you might not have the funds to spend on large quantities of high-quality content. In this case, you’ll have to lean heavily on videos of you cooking or making the dishes that your restaurant is famous for. When it comes to photos, make sure to get the best food photographer in your area to capture all the delectable moments.
However, the key to creating good quality content is in the details and that comes from having good editors. If you don’t have the time to train your staff, consider hiring freelance editors who can provide the specific skills you need for the type of content you’re creating.
Make Sure That The Copy Reflects Your Voice
One of the first things that might pop up when you’re reading an article or skimming a blog post is the writing style. To ensure that your content speaks to your target audience, make sure to write in a humble yet authoritative voice.
To be more precise, when you’re writing, make sure to keep your style clean, tight, and easy to understand. Avoid using big words that your average reader might not know; instead, use everyday words and phrases that your target audience will understand and associate with your brand. Remember, you’re not writing for an English teacher, you’re writing for people like yourself who are seeking a quick guide to bettering their culinary skills or to discover the hidden gems in their local area.
Use Keywords In Your Headings And Subheaders
Another crucial step toward creating an effective website is to incorporate keywords into your headings and subheaders. To put it simply, if you’re writing about cooking, make sure to include keywords like “cooking,” “cuisine,” “bistro,” “indulge,” and “desserts.”
The reason behind this is that Google, Bing, and other search engines like Yelp connect words with keywords to indicate the subject matter of a particular piece of content. To optimize your site and increase the chances of being found by potential customers, make sure to incorporate these keywords throughout your content.
Use SEO To Your Advantage
Once you have a functional and unique website, it’s time to kick it up a notch and take advantage of all the tools at your disposal for SEO. Search engine optimization, or SEO, is all about making your website more visible on search results pages when somebody searches for your business or service in your area. To achieve this, you can incorporate a number of tactics, but here’s a short list to get you started:
- Create high-quality content regularly
- Improve your website’s design through A/B testing
- Make sure to take advantage of all the relevant keywords
- Build backlinks to your site through article marketing or outreach to bloggers
- Use social media to interact with potential customers
- Analyze your website’s performance through Google Analytics
- Use SEO plugins like Hummingbird to increase the chances of being found by customers
To be more specific, if you run a bistro, you might want to incorporate the word “bistro” into the name of your restaurant. Doing this effectively requires a bit of knowledge of SEO and a good deal of trial and error. To help you out, we’ve compiled a list of questions that you might want to ask yourself regarding SEO. Keep in mind, this is not an exhaustive list, but it will get you started.
Curate An Eventual To Generate Leads
If you’re looking to generate extra leads, consider curating an event. Events are a great way to expose your brand to more people, gain credibility, and build a community. To put it simply, organize an event for your community as a way to get them interested in your brand and what you have to offer.
The main point to keep in mind is that as a brand, you are responsible for creating interest and value for people who are not yet familiar with you. To achieve this, consider using the following tips to craft the perfect event:
- Embrace uncertainty and keep things dynamic
- Make sure to keep your target audience in mind at all times
- Plan for the worst and hope for the best
- Be unique
- Include lots of food
- Invite as many people as you can
- Check with local businesses to see what events they are organizing
- Create a space that is conducive to learning
- Organize a contest or giveaway to generate buzz
- Consider crowdfunding to help with the expenses
Venture into the world of restaurant marketing and you’ll come across a ton of information that can help you get started. However, it takes a bit of legwork to truly put all this information to use and generate the results you’re looking for. With that comes a whole lot of trial and error, but don’t worry, this is all part of the fun. Just make sure to have fun along with your meal preparations so that you can serve delicious food and make your customers feel happy and valued.