Restaurant marketing has evolved over the last few years to rely heavily on social media, with foodies making their presence most known on Instagram and TikTok. With the rapid pace of the restaurant industry, sometimes it can be a challenge to stay on top of the latest trends. These days, marketers are flocking to podcasts as the newest way to reach their audience.
Unlike social media, podcasts can be a multi-tasking experience, allowing the audience to listen to your content as they drive to work, make dinner, or in combination with any other activity they choose. This means it’s generally a captive audience, and if you provide great content, you can grow your reach and build your brand.
If you’re not familiar with the podcasting world, take some time to do your research. Start listening to relevant podcasts to see what interests you, which content works best, and themes you might like to incorporate in your podcast. Think about topics that will interest your audience, how to incorporate content that’s unique to your restaurant, what your customers are most interested in, how to attract new guest visits, and more.
Creating content can be a daunting task, but with a few simple steps, you’ll be well on your way.
Once you’ve landed on a few episode ideas and created a name, think about the format. Will it be solo, or will you be incorporating interviews with chefs and other professionals? Also, frequency is important. Decide on how often you want to release episodes and set a schedule with your content planned out. You are more likely to stick to it if it’s pre-planned, so this will help you to stay organized and on track.
There are many equipment choices you can make, but all you really need to start is a microphone and earphones. These tools will help you deliver content that is clear and audible. If your sound quality is off, you will deter your audience from tuning in, so start with the basics and add equipment as needed.
Once you have a few episodes recorded, it’s time to get your content out into the world. Decide on a podcast host (an outlet where people can listen), write up a description, record an intro to be included with each episode, and begin!
Don’t forget to market your new podcast on social media, including snippets of audio to tease your followers. If you have an email newsletter, add links and information there, too. People who have signed up to receive correspondence from your restaurant are interested in your content, so be sure to let them know you have something new.
Once it grows, you might even consider setting up separate social media channels for the podcast for dedicated posts and engagement. If you’ve included interviews, take advantage of cross-promotion as your guests can promote episodes to their followers, allowing you to reach a new audience.
In the competitive foodservice industry, podcasts may be a fruitful addition to your marketing strategy. As restaurants strive to attract new clients and keep regular visitors interested, podcasting offers a fresh, new way to deliver your content.