As the hustle and bustle of the holiday season begins, how can your restaurant get extra attention, attract more traffic, and drive higher revenues? A social media campaign offers operators the opportunity to reach large groups of people and boost restaurant sales this holiday season.
RELATED: Mastering social media: a 5-step guide for restaurant operators
Here are some of the factors to consider when creating a successful seasonal social media campaign:
Make a plan: Start by outlining the basic campaign details. What is your goal? Who is your target customer? Decide the length of the campaign, as well, so you can create a content work-back schedule for your posts. Decide on which platforms you will include in your campaign based on your familiarity, the campaign details, and the audience you are looking to attract.
Create the campaign: Flesh out the details of the campaign. If you are planning to incorporate seasonal flavours, decide on the dishes you will feature and the suppliers you will need to contact. Alternatively, you could focus on a theme, like cozy dishes, group gatherings, hostess gifts, girls’ night, or anything you think will attract your target audience. Remember that this time of year is so busy for all of us, creating content that cuts through that noise should be your goal.
Get visual: Plan out your content and mix up your mediums to stay interesting and engage your viewers. Consider photography staging, video content, and including teaser content to help create awareness for your campaign.
Use the tools: Hashtags and keywords can really help attract attention for your posts. You may also want to add a small spend to broaden that reach. Engagement is the key, though. Monitor your content to see what’s working, respond to the comments, share related content, and encourage your team to do the same. The more awareness you can raise, the more likely you are to drive traffic and see real results.
Collect data: There is a certain amount of trial and error involved, so assessing the success of your campaign is crucial as you move forward. Consider post popularity, engagement, and actual revenue to adjust your process for next time. Look at whether the process went smoothly for you, too. Were your goals attainable? Was the timeline right? Consider your efforts from all angles to refine your process and improve your results for your next social media campaign.
Seasonal campaigns are a great way to instill a sense of urgency and offer something current for your guests. Create a social media campaign that will get attention, attract your target customer, and raise revenues this season.
