By now it is clear: digital marketing has changed the rules of business. Even the restaurant industry has been invaded by this digital revolution. In fact, today bars and restaurants can no longer do without allocating part of their budget to web marketing activities.
This is because the Internet, regardless of the market in which you operate, has become one of the most important tools for:
- make oneself known
- allow users to find us
- Advertise offers and promotions.
In this article, experts from the web agency in Milan Isola di Comunicazione want to give you some useful tips for planning, structuring and developing your digital marketing activities. In this way, you can leverage the web to achieve your goals of notoriety and revenue. Continue reading!
The link between catering and digital marketing
There is a very deep connection between catering and digital marketing. For example, let’s think about these situations that each of us has come across:
- How do we look for the place to eat on Saturday night?
- Where do we read the reviews?
- Where do we consult a restaurant’s menu before we even physically go there?
The answer to these questions is only one: the Internet and – more specifically – Google and social networks. Taking this into account, it seems clear that restaurant owners need to structure a digital strategy for their communication and promote themselves through the web.
However, this is a perpetually evolving world. So, intercepting the right users (i.e., those who are most likely to book a table with us) is shaping up to be a daily challenge. Winning it requires an integrated action plan that not only takes into account the site, but also considers:
– Search engine optimization
– Social media
– The advertising campaigns
– Google My Business
Search engine optimization
Having a website gives you animportant base of support for all your digital activities. However, there is a but: a website as an end in itself is not enough. In order to make those who surf the net land on our digital pages, one of the most important actions to take is its optimization for search engines.
In fact, it is not enough just to treat aspects such as:
- Graphic impact – Your online platform should be eye-catching and recreate as much as possible the mood that is experienced in your venue;
- Personality-Your pages must respect your company’s personality, that is, how you and your staff relate to the customer who comes to have a meal with you.
- The User Experience – The moments spent on your site should be enjoyable and organized with a logical flow so as to engage those who browse it. Learn more in our article Why the Customer Experience is important for your business
You also need to have and implement a good SEO strategy as well. In other words, you need to make your texts and images Google-friendly. More specifically, if you are a restaurant owner, you can adopt Local search engine optimization techniques. This allows you to be found by users who live (or are spending time) in your area.
Summarizing all SEO techniques here is almost impossible. So we recommend that you read SEO copywriter: what is to get some guidelines.
Social media for the restaurant industry
Like the website, your other digital calling card today is social media. In fact, they are indispensable tools for increasing the turnover of any business, including restaurants.
Here are the most useful social media to be able to attract new customers:
Contrary to what you may think, it is still one of the most widely used social platforms by users. Therefore, it is important that you have a presence on Facebook, posting different types of content. For example, photos and/or videos of your dishes, discounts and news. What is most important is to be brief, concise and communicate your messages in a limited number of words.
This is probably the best digital marketing channel to get your name out there on social. In fact, photos and videos for the food industry are the undisputed stars of Instagram.
Before deciding where to go to eat, people look at the content posted on the restaurant’s profile to decide whether to make a reservation.
In addition, with Instagram, you have the option of putting your website link directly on your profile or in stories. In this way, you create a direct link to your web page.
- Tik Tok
The latest of the social channels and the hottest of the moment is Tik Tok.
This service allows you to post engaging videos to attract new customers. Although today it is perhaps the least important social channel to consider. In fact, it is mostly used by the newest generation (often still underage) and with less autonomy in purchasing.
In any case, it is still a platform to keep an eye on for future developments.
Ultimately, a good strategy for social media management can make a difference in your area. Here’s why you should invest your time and some of your money in it.
Catering advertising campaigns
Paid advertising campaigns, are the opportunity for restaurant companies to appear in users’ devices, as a response to their search.
The most widely used advertising platforms are:
- Google Ads
Google ads are the first results that are shown to users as a result of their searches. However, even if paid, creating a high-performing online advertisement is by no means easy. In fact, you need the right ad setting, as well as choosing keywords that are truly functional for your business. Only in this way can one hope not only to appear in the SERP, but also that as a result of an advertisement a user will visit our site and make a reservation or place an order.
It is therefore good to rely on experts in Google Ads management in order not to waste your budget.
- Facebook Ads
This platform is basically very similar to Google Ads. The only difference is that the audience tapped is not those who search for something on Google, but those who browse social.
Some guides on the topic written by Isola:
How Google Ads works: the goals and Keywords
Google Display Ads: what they are and how they can be useful
What Google Ads search network ads are and how they work
The benefits that will convince you to use Google Ads
Google My Business for the restaurant industry
Straddling SEO, social and advertising campaigns there is a platform that you use almost as much as Instagram and Facebook, but also allows you to appear in Google’s SERP (i.e., results page). We are talking about Google My Business, a free tool that helps you manage your presence online and on Maps.
Here you can enter all the information pertaining to your business. For example:
- address;
- telephone number;
- website;
- photos Of your dishes and/or your restaurant.
In addition, this Google service also allows you to receive reviews. Reviews from those who have already been your customers are crucial because they can direct users’ thoughts about your business, rather than that of a competitor.
In particular, the management of Google My Business is most important especially if a negative opinion happens. In such cases, try to give an explanation of what happened while maintaining elegance and respect for the customer who left you the comment.
If you want to learn more:
The benefits of Google My Business.
Enhance the digital marketing of your restaurant business with Isola
Need help improving digital marketing for your restaurant? Isola is thecommunication agency that’s right for you.
The our team is able to provide you with every useful service to develop the promotion of your business. From web marketing and advertising, to the creation of sites and the content writing, through to graphic design, the video production and strategic consulting.
Find out all the ways we can help you: request your free quote now.
What are you waiting for? Request a quote or consultation from us now!
