As marketing professionals, we’ve seen many trends come and go throughout the years, but it’s the truly great ideas that turn into gold-standard marketing trends that are applicable to all industries. In this post, we’re going to explore how these tried-and-true strategies can still work for you in 2018 – nothing flashy or fly-by-night. These are tactics that have turned small startup restaurants into local staples for years – powerhouses, even.
The restaurant business, after all, is all about service to customers, anticipating their needs and gaining a sort-of following, if you will. Never has this been more recognized, from a marketing standpoint, than in this day and age of digital media and the power of sharing.
Proven Restaurant Marketing Strategies You Should Continue in 2018
Social Media
If your restaurant isn’t already on social media, it should be. It’s no longer trendy or optional; this is a necessary marketing channel for all businesses today. The key to getting the most out of your restaurant’s social media presence is to keep a constant, consistent flow of entertaining and meaningful content. Posting every now and then just won’t cut it these days. Your audience wants to be engaged; they want to feel like they’re a part of your establishment’s mission and passion.
As a restaurant, the top social network that you should be a part of is Instagram. This is the perfect social media channel for anyone in the food industry, as it allows for and accommodates the visually appealing nature of food presentation. Food and dining is an experience, so share that experience and your story through images that chronicle all aspects of your day-to-day operations. Instagram is also a great way to introduce new dishes, drinks, events, etc. while encouraging your customers to participate in the sharing process.
Engagement
As a result of a social media presence, you need to communicate, interact and engage with your followers. Online communication and interaction is more prevalent than ever, and your customers simply expect you to be a part of the conversation. So, use this to your advantage. Social media is a great place to tell you story, and so are email, video marketing, and blogging. Share your experiences and engage with your patrons. This interaction makes you more than just a restaurant. It makes you a trusted part of the community and their inner circles. This is how you build loyalty and gain repeat customers who, again, will share their experiences with their friends.
Referrals and Micro-Influencers
Referrals are everything for a restaurant. It is estimated that ninety percent of customers trust a friend’s recommendation over an ad that receives a mere 33 percent approval. In other words, it is absolutely essential that each and every guest have a pleasant and memorable dining experience at your restaurant, because they are your most valuable advertising agents. These days, a satisfied customer has the ability to reach far beyond their inner circle to give praise, share positive experiences, and invite others to get in on the action. The Internet has given guests a very powerful voice. Of course, this also means that a dissatisfied customer has that same reach. Whatever their experience, all guests have the ability to influence others in a highly significant manner that can leave a mark on your business for years to come.
To make the best use of these word-of-mouth referrals, take simple reviews one step further and look at micro-influencers. These are social media micro-celebrities in their small corners of the world who have thousands of followers online and a fairly strong influence on them. Find the influencers within your community, and reach out to them and extend an invitation to dine at your restaurant. Then, make sure that they have a fantastic experience. In return, you can be sure that they’ll tell all of their followers about how great your restaurant is.
Convenience
The very idea of marketing is to make something more meaningful, engaging and accessible to the public so that they will want to be a part of your work, mission, cause, patronage, etc. But, you have to make it easy for them to make that connection. No matter how many ads and coupons and discounts you throw out there, the convenience factor will always trump the rest.
As a restaurant looking to stay in business, the goal is to attract guests to dine with you. It’s a simple concept. The process needs to be straight-forward and convenient. So, make it just that. If you don’t yet have a way to make reservations online, it’s time to change that. Guests expect to be able to make reservations online at any time of day or night. They also expect to be able to order out and get food delivered right to their doorstep (if not by your restaurant itself, then through an app or service like PostMates or GrubHub). It is a new age for service, so be open to making these upgrades for the convenience of your customers. They’ll thank you for it with their five-star reviews.
In the restaurant industry, marketing is more than just ads and promotions; it’s about the customer experience and services. So, take advantage of these marketing trends, and remember that your guests are your biggest advocates and should be treated as such.
At Realnets, restaurant marketing is a specialty of ours. Our digital marketing experts know what it takes to build a positive reputation and strong base of repeat customers for your business. Contact us today to get started.
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