How can you provide insights for restaurant owners in your market? This question has driven me to create a four-part series. So stay tuned over the next couple days. In this series we will discuss four different things a restaurant owner can do to increase the profitability of the business. The initial topic is getting first time customers. There are basically three different ways to do that:
Family or friend recommendation is overwhelmingly the number one reason a new customer will visit a restaurant. Thus, the business owner may think there is nothing to do with this option other than provide good food and a great experience to the customers. That is certainly the most important aspect of any restaurant. However, let’s consider social media. For $69 per month (or more often if the owner desires to pay more) our web design program “content marketing” will provide content on the restaurant web site which posts not only to the business’ e-mail list but also to various social media channels. Using description and pictures in an e-mail to a regular customer who may not have verbally recommended the restaurant would make it easy to forward an e-mail or share a facebook page by clicking a button. Definitely the business should have a facebook page so that customers can check in on facebook to say, “Here’s where I am eating right now.” That will let friends and family know this person likes to eat at the restaurant.
A good question to ask a restaurant owner is, “How are you marketing your business?” Paid advertising is another avenue of getting first time customers. Facebook advertising is extremely effective and much less expensive than any other advertising. The business can create a simple ad which will appear on the side of the facebook screen. A beautiful picture of a restaurant food item with a list of people who have “liked” that page will appear on the ad. The friends of someone who has already “liked” the page can be targeted with the ad. This process is all automated and done through facebook. In most local markets this would cost probably no more than $100 per month which is a very inexpensive advertisement. In today’s market consumers purchase by seeing what friends on facebook have already discovered. Other paid marketing includes mail campaigns, billboards, and radio spots. However, by using social media a business could save thousands of dollars and still be very effective.
This is when the customer is searching online. Usually consumers will go to Google Maps and search for perhaps “best restaurant” or a specific food item such as “pizza” in their zip code. Here are two ways a business owner can get on the top of that list in an online search. Business owners usually know they need to be at the top on Google but don’t realize how to accomplish the feat. First, have a complete profile in Google Maps, Yahoo local listings, and Bing local listings. There should be a professional listing with perhaps even a picture. To help the business owner set this up is part of our standard online marketing package. This is one of the first things we will do for our clients. Second, create engaging content that has geographic search terms in it. Example: If I had a pizza place in Altoona, PA, one of my first blog articles on my web site would contain the words “best pizza” and “Altoona, PA,” many times! I would also write similar posts for all the towns surrounding me, mentioning that town name with “best pizza” many times.
Take note that any one of these suggestions is an insight that could help your client. Three years from now your client could be making $10,000 more because you walk in and give them one tip about coming to the top of a search list on Google. Using these topics of conversation and helpful insights will help you broaden your clientele as a sales person.
Have a great day!
James Shepherd
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How to Keep Your Customers Coming Back – Restaurant Expert – Part 2