If your restaurant has been relying on the same marketing strategy for any length of time, chances are, it’s time to shake things up. Staying consistent with your brand and messaging is important, but that doesn’t mean you can’t get creative with your marketing when it needs a refresh.
A new marketing strategy means staying true to who you are to keep existing customers invested, but also branching out to attract a whole new crowd. There are a few ways that technology can help restaurants reach more people, deliver their messaging, and get to know their customers better.
Digital data
Collecting customer data can be a vital part of your marketing strategy. Today’s technology offers solutions from third-party collection and storage to on-site Wi-Fi hotspots, where you can build customer profiles for targeted marketing. Recent studies show that 80 per cent of people said they would prefer to do business with companies that personalize their marketing, so prioritizing data could really impact your bottom line.
Things like sending happy anniversary messages or contacting your best customers for upcoming promos and events will show them that you value their business while helping you to get to know them better – and if you know them better, you can better address their needs and develop long-term relationships.
Social media
Social media marketing is certainly not new, but it is constantly evolving. Is your marketing strategy evolving along with it? Social media can seem daunting, but authenticity is the key. When you offer genuine, relevant, and interesting content, your audience will respond positively, even if it’s not perfect.
Video is getting the most engagement these days, so give it a try. You could film the kitchen at work, pan the restaurant on a busy night, feature a chef interview, or include anything else you think might be interesting. Get your guests sharing videos of their visits, too. 43 per cent of diners have taken and posted a video at a restaurant, so that’s a great way to broaden your audience.
“Word of mouth” marketing accounts for 13 per cent of sales, and social media is a great way to get people talking. Create content in advance, automate the process where you can, and be sure to engage with the comments from your audience.
RELATED: 11 social media marketing best practices for restaurants
Integrated marketing
No one tool is a superhero. The “rule of marketing” states that it takes reaching customers about seven times before they take action, so you want to get your messaging out in as many ways as you can to get the best bang for your buck. Sign guests up for a newsletter to advertise new menu items, promote events on social media, and email regulars on their birthdays; Use all of your marketing to engage with your guests, grow your brand, and attract new diners.
Marketing is ever evolving, with new viral trends, tech tools, and ways to grab guests’ attention. Update and adjust your marketing strategy to engage existing customers, boost your brand, and get more attention for your restaurant.
