Making a name for your restaurant, growing your brand, and boosting loyalty are all great ways to get attention and welcome new customers. But what’s the best way to spread the word about your restaurant? Influencer marketing is a trend that has really taken off in the last few years, and it could be just what you need to reach a whole new audience.
With 70 per cent of consumers saying that they are more likely to make a purchase based on a social media referral, this is an avenue worth exploring as part of your marketing strategy.
The first step in the process is deciding what you want to promote. If you just want to grow awareness, investing in positive reviews might be the way to go. If you’re hosting a special event or featuring a signature dish, sponsored posts may be a smart choice. Looking for long-term marketing? Seek out an influencer who is looking to partner with several posts and stories to promote your brand over a longer amount of time. Knowing what you’re looking to promote will help you find the right partner when you’re ready to begin.
Pick a partner
For every dollar a restaurant spends, studies show that influencer marketing brings in $5.20 – that’s a significant ROI. It’s important to partner with someone who fits in with your business, though. Many companies choose to partner with someone with a ton of followers, and while that does get more eyes on your business, it may not be the best way to get more visits. You may want to collaborate with someone who has a smaller, more focused, local audience to reach your targeted customers.
Some influencers will work on the barter system, while others prefer to get paid, so consider your budget ahead of time. Search Instagram and TikTok for accounts that are of interest, match your tone and aesthetic, and approach those accounts you think can help your restaurant grow.
Doing your part
Even though influencers create content for a living, they need guidance from you about what dishes or events you’d like to feature so you need to be organized and prepared to get the most out of the partnership. For example, if you are looking to feature a seasonal dish, you may want to get ahead of the season and photograph early so you are ready to launch when the dish hits your menu. Or if you are looking to promote your patio, make sure that it is photo or video-ready for the best results.
There is a bit of trial and error involved so keep in mind that it might not take off right away, but with an organized experience, you could build a partnership that will last through several campaigns.
If you want to get attention for your restaurant, reach a new market, and build your social media brand, influencer marketing might be the right choice for your restaurant.