How to promote a restaurant on the Internet: 8 effective ideas
Competition and difficult economic situation leads to the closure of inefficient restaurants. At the same time, at least in large cities, institutions can count on attracting additional customers through the Internet. Today we will talk about how to achieve this.
Instagram with attractive food photos
Anyone who has ever opened Instagram knows that one of the most popular types of content there is food – people like to publish beautiful photos of what they cook or order in a restaurant (there are even publications with statistics on such posts).
For these actions there are corresponding hashtags, using which, the restaurant can promote photos of their own dishes – you need to invite a professional photographer who will turn the masterpieces of taste into attractive pictures as well.
An interesting point: guidelines for creating beautiful food photos for Instagram are even published in online media (once and twice).
Using tools for online reservation and restaurant management improves efficiency
Learn to manage digital projects in just 16 weeks!
The ability to reserve a table via the Internet is very user friendly. People do not always have the opportunity or desire to call the institution, so it is better to give the opportunity to reserve directly on the site.
In addition, you should use the system to automate the processes of the restaurant itself (for example, Jowi) – special applications for waiters allow them to take order faster and serve more customers, the chef to see in real time which dishes to prepare, and the hall manager to monitor the waiting time dishes and respond quickly to changes in the situation so that all guests are satisfied.
Get a Google+ account
For the “physical” business is extremely important to be represented on the maps of search engines. To get to the Google map, the restaurant needs to create your account on the social network Google+ – then if a potential visitor engraves his name into the search box, then an institution card with some information about it will be shown to the right of the results:
Yes, Yandex is a more popular search engine in Russia, but Google’s share has increased significantly in recent years and is likely to continue to grow in the future, which means that places that Google doesn’t know anything about will constantly lose customers.
Most often, people are looking for restaurants that are close to the place they need – home, work, or, say, a stadium. Using contextual advertising, as well as ads in social networks using geographic targeting, will help lead potential visitors to the site.
Lead generation, discounts and offers
After a person gets to the site of the institution (no need to say that in the 21st century the site should be and, importantly, be modern), it makes sense to turn it from an abstract visitor into a “lead”, that is, a potential client. To do this, you can offer him, for example, to enter his e-mail or phone in a special form and get a promotional code for it.
After the visitor reaches the restaurant, already in the institution you can give him a personalized card for a discount – it will become a kind of cookie-file that helps to track the activity of this particular customer and, if necessary, stimulate him with personalized offers.
In an interview, this approach was described in detail by entrepreneur Artem Ovechkin, who owns two strip clubs in Moscow.
“Having packed one such bidder once, we realized that we had transferred the club to a lead generation system. What to do next with these leads? We went according to the classic marketing system, which works for me in all businesses, dividing everything into three stages: attracting people to the site, then turning these people into some kind of kinetic energy (for example, getting contact information) and then selling. ”
Email sales for repeat sales
Users who have left their e-mail address on the site should send personalized messages, for example, about special offers, discounts or appearing in the menu of new dishes. Conducting A / B tests of various texts and letter design templates will help identify the options that bring the highest conversion and revenue.
Looking for positive feedback and working with negative
Advertising on topical media sites can work very well. For example, it is logical for the sport bar to place a paid post on the main page of a large sports site on the eve of important Champions League matches.
An even greater effect is brought by real reviews of popular network characters (not necessarily food bloggers, for example, the head of the product design department at Mail.ru Yuri Vetrov is a big connoisseur of burgers and writes a lot of reviews). You can order a paid post from a popular blogger, or invite such an author to visit a restaurant and then leave your objective opinion – a transfer of not only advantages.