One reason restaurateurs are hesitant to go with the social media flow is that there are so many different choices. It's not easy to decide which platforms are right for advertising and marketing a restaurant.
Of course, Google itself owns over 67 percent of the U.S. SEO marketing share, which pretty much makes it a no-brainer when it comes to deciding to include them in your marketing campaigns. But, as the EZ Forms company writes in one of their blogs: "We've heard time and again, especially from big data, that millennials want high-tech options to make the dining experience smoother. The goal has been what was christened frictionless service, without any metaphorical rubbing between guest and server." Luckily modern technologies allow these transitions to occur more frequently and fluidly, so let's look at some of the social media technological advances that can increase the ROI of an eating establishment:
Facebook is coming out with a "Buy" button. If your restaurant has a Facebook page, just think what you could do with that kind of simple ordering. Customers who look at your Facebook page for interesting and informative content (which you DO have, right?) will now be able to simply click a button to order takeout and home delivery. And, of course, places that sell memorabilia like t-shirts and mugs along with their food will be able to profit from a "buy" button as well.
Twitter now has Objective-Based campaigns, which could be just the thing to zero in on the demographics that most use Twitter. Plus, your advertising dollars will be more efficiently spent, since you only pay when users perform the action you have desired, such as clicking through to a webpage or giving their email address for a discount on a meal item.
Recent statistics show that the platform is growing more male dominated, with 22 percent of U.S. males using it, as compared to only 15 percent of females. What can this mean for your establishment? If it's a steakhouse, you'd better think about increasing your advertising budget with Twitter, or get started with them. If you run a tea room, better give it a second thought.
Does your establishment cater to a younger clientele, or do you wish to cater to them? Then think about this: according to a recent survey 83 percent of teens in wealthy households use Instagram. So ask yourself, "what is our policy concerning patrons photographing our restaurant and their meals?"
Get yourself an Instagram account, as well, and start posting a lot of appetizing visuals and happy customers nibbling, noshing, and drinking. Photograph the daily lunch special and the daily drink special. Anyone who brings in the photograph and orders the special and then shows the Instagram photo gets a discount on their meal or drink.
Do you consider your restaurant upscale or middle-class? A luxurious experience or a working class meeting place? B2B and B2C marketing campaigns on LinkedIn tend to reach a more mature, educated and well-off demographic than most other social media.
If that's the kind of demographic you are after, you should look into their advertising technology.
5. Mobile Marketing
On average, 60 percent of Americans go on social media at least once a day. And many of them are on social media through their mobile devices. How easy is it for a potential customer to look at your menu on their iPhone before coming in? Have you got four star reviews that will whet their appetite while they research your place on their tablet?
Remember that social media is nothing more than word of mouth writ large. Make your marketing campaign as good as your food and you'll see some mouth-watering results.