The acid test of any restaurant website is whether or not you can clearly see it’s driving more customer through your doors. This can be pretty easy to track, you put something on the website about a steak night and people turn up – it clearly works. But what if you want to dig a little deeper and find out more specific metrics to get a better insight; which social media platforms result in bookings, where are vistitors coming from, which of the restaurant directories you’ve paid to be in send you the most traffic? (if any at all!), which menu are people looking at the most, are just some of the things you might want to find out.
To avoid running the risk of creating another ‘why Facebook is ace for marketing’ style posts we’ll keep this straight to the point and give you some handy ideas that can give your restaurants Facebook page a bit more personality.
Email marketing for restaurants works.
It’s actually one of the best methods for converting your websites visitors into paying customers, as well as giving previous customers a helping hand in returning to your restaurant to eat again.
It goes without saying that to send out an email newsletter, you need a bunch of emails to send it to, we’ve covered previously how you can collect them from within your restaurant using feedback cards but what if you could generate sign ups via your website? No manual data input, potential customers just input their details and they’re automatically on your mailing list.
Ask restaurateurs their opinions on TripAdvisor and you can expect a response not too dissimilar to that regarding Marmite. Whether you love it or hate it, the fact of the matter is, the number one leisure and dining review platform is here to stay and its usage is consistently growing.
TripAdvisor is in effect a Search Engine in it’s own right, one specifically used to locate a place to eat or sleep, or both. Just like in Google, those that sit close to the top of its results benefit so much more than those that who choose to ignore it or not to pay it the respect it deserves.
Pick up a marketing book and chances are you’ll find a paragraph with a quote along the lines of “it’s much cheaper to retain customers than to find new ones.” This statement is especially true for restaurants and it’s critical that restaurant owners don’t overlook the lifetime value of a customer.
As a restauranteur it’s very easy to only think of the money that’s landing in your cash register from the customer right there and then. But that’s a shortsighted view, why you ask? Well let’s look at an example:
At the start of the year the guys at Welcome to Yorkshire revamped their website with a new marketing campaign orientated around the concept of: ‘Discover, Book, Save’. The new site is best described as a directory of Yorkshire based attractions fused with a Groupon like offer model.
The new site is heavily focused on this offers based model whereby paid members of Yorkshire.com are able to upload their own specific offers which can then be purchased by general visitors through an ecommerce like system.
The one thing that every Restaurant in business today has in common is that it has fans. Whilst it may not seem like the ideal word to use, people who visit your restaurant time after time and actively recommend it to their family and friends are exactly that. It’s these fans that instigate all the word of mouth marketing your restaurant receives, but its transition into the online world, in particularly across Social Networks is something only a few restaurants have got to grips with. We take a look into the tactics you can implement and the results you can expect to see when your diners take your restaurants word of mouth marketing online.
It’s estimated that 62% of people search online when looking for a place to eat, which basically means your restaurants website is make or break!
Because we know just how important it is, we’ve put together a list of restaurant website do’s and don’ts. Think of this as a simple list you can print off and present to your website designer before he’s even started working on a design.
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