Digital Marketing For Restaurants In 2022

 

 

Let’s say you’re a restaurant owner and you recently launched a new brunch menu. How do you get the word out about this new menu and the fact that you’re now serving brunch? Do you rely on advertisements in the newspaper? Word of mouth? Or maybe you’re thinking of handing out flyers?

We’re going to stop you right there. Why? Because these methods are much less efficient than marketing in today’s digital era, especially after the latest events that happened in the world. If you want to attract new customers and maintain a loyal fan base, you’ve come to the right place!

Let’s start with some basics, what is digital marketing? Digital marketing is all marketing involving the internet or electronic devices. To gain new contacts or prospective clients, businesses use digital marketing that involves social media, emails, websites, etc.

Compared to traditional marketing efforts (i.e. phone communication and print ads), digital marketing offers endless possibilities. Another great factor about digital marketing is the fact that it offers businesses like restaurants many creative options and strategies. For example, a restaurant can track its return on investments (ROI) using analytical tools to monitor how successful its campaigns were (i.e. emails and chatbots attracting new clients who redeemed an offer).

As you can see, digital marketing can be leveraged to a business’s advantage. Benefits to digital marketing include: retaining current customers, gaining new customers, growing your business, targeting an audience, and of course increasing your ROI.

Here are 10 tips for restaurants on leveraging digital marketing:
  1. Connection: Show the personal side of your business. Do a “behind the scenes” of your restaurant and present your staff. People follow people, not companies. Build a connection between your audience and your business. To do this, you can take a picture of a staff member on their birthday and share it on your social media. When your customer visits the restaurant they will feel like they already know your staff.
  2. Engagement: Increase the engagement on your posts. Try posting something different than what you normally post. For example, you can post a picture that your customer took at your restaurant (giving them credit for the photo of course). It’s a win-win because the customer will feel valued and it’s “proof” that individuals enjoy dining at your establishment.
  3. Google My Business: A lot of businesses don’t take advantage of “Google My Business”. They tend to add the basic information but don’t add much else. Make sure to post on Google My Business (same as if you were to post on social media). Every seven days, the post expires, so it’s important to be continually posting on this platform. You can also post about any offers or events you have on here.
  4. Delivery: You can offer a delivery option by working with different delivery apps. You should definitely consider this option, given the fact that 4.3 billion dollars worth of food was ordered in 2018. That’s a lot of cash that you could be missing out on! A large portion of that revenue came from Uber Eats, Foodora, and Skip the dishes. We partnered up with Google and provide a customized app for every restaurant.
  5. Loyalty Systems: This is how you can retain current clients and attract new ones. For example, you could offer a punch card- buy 9 gelatos and get the 10th one free. If you own a fine dining establishment, you could offer a free appetizer for individuals who are eating at your restaurant for the first time.
  6. Wi-Fi Marketing: A lot of establishments already have wifi (usually password protected). So when clients want to log onto the wifi, you can give them the password in exchange for their email or check-in through Facebook. When they do log in through Facebook- it will show that they were at your establishment (this is a free advertisement for you)!
  7. Websites: make sure that your website is mobile optimized. Why? 60% of people are using their cell phones when they’re looking for something (like somewhere to go and eat). Create a website that is not only optimized for cell phones but one that is simple and easy to understand.
  8. Chatbots: Use Facebook Messenger to build a database, this is useful for let’s say when you run a promotion on social media. When people see this, they can click on the link or leave a comment. Whenever there is a comment, the chatbot is triggered- asking them questions and gathering information (i.e. phone number, email). With this information, you can build a lead nurturing campaign- by adding them to a weekly newsletter list.
  9. Online advertisement: Social media channels like Facebook and Instagram are great places to advertise your business. You can advertise an offer to a target audience and track the results from the campaign. For example, you can track how many people went to the landing page or even the restaurant, in turn, you can track your ROI. This is great because it will show you what worked and what didn’t work.
  10. Content creation: When it comes to creating content, consistency is key. Try and have a goal for how much you’re posting. Ideally, it should be once per day. If that’s too difficult, try to aim for four times a week. Make sure to use relevant hashtags and include the location of your restaurant as well.

With all of these tips, you have no excuse not to use digital marketing to leverage your business.

We know a thing or two about digital marketing for restaurants and have increased our client’s ROI using these methods. If you have any questions or want our team to help you with results-driven marketing simply book a discovery call with us today!

What Is A Sales Funnel?

These days a lot of entrepreneurs and business owners are trying to learn everything about digital marketing. Stuff like copywriting, social media, email marketing, sales funnels, and all the other different things that are considered digital marketing.

If you like videos more you can watch a video right here.

What I noticed is that a lot of people are confused about sales funnels, and they think that it’s too complicated. But it’s not.

I just want to give you an example of an offline funnel and an online funnel so you can see the difference. Basically, there is not a big difference. The only difference is in the word, “online” or “offline.”

This is exactly what we do here at Thor Marketing, we’re a digital marketing agency, and we help our customers build sales funnels; we manage their social media, and we run ads for them, like Facebook or Google Ads.

Let’s take as an example, a dentist. Let’s say you have a toothache, and you found his advertisement online or offline, so this was the first type of funnel. After that, you go to his office; his secretary meets you and takes all the information about you and your pain. And after that, she’s going to take the payment information. So this was the second step of the funnel.

Then you go to his office, he’s doing all the work, and after that, he’s trying to make an upsell. He can say something like “oh, your tooth looks a little yellow. Are you smoking or maybe you drink too much coffee?”– and you’re like, “no, I’m not.”

Of course, you don’t want to have a yellow tooth, and he tells you — “If you want, I have this special treatment that will help you to get rid of this yellow color” — and you’re just saying, “yeah, of course; go on.”

When he finishes, you just leave happy without any pain, and with a white tooth. And after that, you just pay for the service that you got. And after three or six months, you come back for a checkup.

This whole process is a funnel. This is how it works online.

Let’s say when you’re scrolling your news feed on Facebook or Instagram or LinkedIn, it doesn’t matter which social media, it can even be Google. You saw an advertisement; you are really interested in the product or service; you click there. So this is the first step of the funnel.

After that, you go to the next step, called “landing page,” where you have to write down your name and email address in order to get something that that person or company is giving to you. So let’s say you wrote down your name and email address; you clicked Download. This was the second step of the funnel.

After that, they are trying to sell you something cheap — the same thing the doctor did to you with whitening. It’s your decision if you want to buy or not. On the next page, they tell you “Thank you for downloading our ebook.” Then you receive it in your email. And after that, they start sending you emails with valuable content.

So this is how it works, and as you can see, there’s nothing complicated in this process. Because you see an advertisement, you go to the next page, called the “landing page;” you write down only your name and email address; you go to the next page; there is an upsell; it’s your decision if you want to buy or not.

And after that, they tell you “thank you”, and they start sending you valuable content through email marketing.

This whole process is called a “funnel.” It’s an online funnel.

I hope that now you understand that there is nothing complicated in sales funnels. I would really appreciate it if you could share it with your friends, especially those who also think that sales funnels are complicated.

Do You Compete on Price or Value?

If you can’t be the cheapest on the market, there is no strategic advantage of being “second cheapest.”

What it basically means is that it doesn’t make sense for you to have a little cheaper price than your competitors because you will not win that way. I’m pretty sure if you’re a business owner or an entrepreneur, you are always thinking about how should you price your services or products, right? If so, how should you price your products or services?

A lot of businesses are trying to copy their competitors and be just a little more expensive or just a little cheaper. Unless you’re the Walmart in your industry, there is really no strategic advantage of being the second cheapest because as we all know, Walmart has the cheapest prices in comparison to all of its competitors.

So what can you do instead?

I’m pretty sure you’re thinking now, “Alex, but how am I going to get clients if will be the most expensive? What you can do instead of playing with pricing, you can create an offer. An irresistible offer that your clients or your potential clients will want to take. Because of the offers your clients will become your raving fans.

Look at your competitors, what they propose and what kind of prices they have. And probably you already know if you’ve been in business for a while, you know which company sells what and at which price point. If you don’t know it, do your research.

Take our core product and create an offer. You’ll add few bonuses to that product. So whenever a potential client will start shopping around and they know that they need the product or service. They will check out your product, your company, they might check out your competitors. And just because you have an irresistible offer, they’ll choose you.

So let’s take this as an example, when somebody has just a product and you have exactly the same product but on top of that, when you have bonuses around that product, of course the customer will choose you because you give more value.

So basically you wouldn’t compete on price anymore because of the value you provide and to a lot of people still don’t get it.

In my case I’m not the most expensive on the market but I’m also now the second cheapest on the market. There’s a whole strategy on how to create an irresistible offer. So guys, if you are still competing on the price, start creating offers and you will see a huge difference.

If you need my help with offer creation book a call with me and we’ll go over it together.

Cheers,

Do You Know Who is Your Ideal Client?

I made a post recently, around two weeks ago about the topic that I want to cover right now. The number one thing that you need to do before you start marketing your business. What I’m talking about, you need to know your customer avatar. A customer avatar is just a fancy way of saying your ideal client or your dream client.

What I mean is, before you start doing marketing for your business offline or online, you need to know your target audience. Who’s that person that you want to come to your place? Let’s say if it’s a local business, whether it’s a spa, it can be a restaurant, a barbershop, some kind of local business.

Who is the ideal client that you would like to work with?
You have to know their age, where they live, their interests, you have to basically know everything about that person and I would say you have to know them better than they know themselves.

So when you get all the information about your ideal client and you have it in front of you, this is when you can start promoting your products or services because now you understand whom you are talking to specifically.

You can use this information to promote your services on social media channels, especially Facebook, Instagram, and LinkedIn. You could definitely do it on the radio, TV, and newspaper but I don’t recommend you to do so unless you have tens of thousands of dollars to promote.

So when you wrote down that ideal client and you have it in front of you, this is when you can start running ads. This is when you can start promoting your products or services.

What to Do Next?
You can invest $300 into Facebook ads and this is where you can get your ideal client instead of just making an ad in a newspaper that people read in general and not everyone is your ideal client.

The beauty of Facebook ads, you can literally target everyone and everything. So it starts from the location, then age, language, if they’re married or not, how many kids they have, and all of their interests.

There’s a question that I usually ask my customers before we start working with them. Who’s your ideal client? Do you know what they tell me? Everyone. The funny thing is that majority of people tell me that.

Not Everyone is Your Customer
The problem is, everyone can’t be your customer. Even if you have a restaurant not everyone is your customer. Let’s take as an example McDonald’s or Rib N Reef Steakhouse. These are 2 different restaurants. I totally understand that everyone wants and likes to go out with friends and eat but each and every restaurant has different clients.

We are working right now with 2 restaurants, they are more of a sports bar style. In order to find out who is their ideal client the owner or the management of the restaurant tells us who usually comes to the restaurant and who would they like to serve.

We take that information and start running ads, we do some testing where we usually test the age, interests, copy, and images/videos. There’s a lot of things that you can test to find your ideal client that will react and engage with your ads or posts, which means there are people that are interested the most in your service or product.

For this specific restaurant, the ideal clients were men and women from age 25 to 34 that live in that specific area and are interested in martial arts. So it’s super important to know your ideal client. When we found out the ideal client, after that, we started running ads only to those people.

Now imagine if we didn’t know who their ideal customer is. We would just know that those are people that live in the specific city, everyone from age 18 to 65+ because everyone likes and wants to eat and that’s all. It simply doesn’t work that way. We would not get any results.

This is exactly what I see a lot of businesses, especially local business owners do. They don’t target properly, they don’t narrow down the interests and all the targeting details.

Make sure that you know your ideal client first. If you don’t really understand how it works you can send us a message or fill out the form and we personally will explain to you how it works and how you can do it for your business specifically. We will also give you the customer avatar worksheet that can help you find your ideal client.