Retooling your marketing strategy for 2020? Try thinking less like your competition and more like your ideal guests. That’s a key piece of advice from Erik Shellenberger, hospitality marketing expert and author of the book Restaurant & Bar Marketing. Shellenberger, who was interviewed recently on the Restaurant Rockstars podcast, says in his consulting work with restaurants it’s common for even large, established businesses to conduct marketing efforts based on what competitors are doing, whether that’s posting a video series on Facebook, a contest on Instagram, or even just feeling the need to make some kind of social media post every day. But he said that’s akin to copying off of someone else’s test when you aren’t sure they have the right answer – or being a sheep following the herd. A successful strategy should be based on measurable conversions and social media often falls shorter than other marketing channels in this area, he said – particularly for restaurants that generate business from tourists. Before pouring time and money into your social media, make sure you’re getting some basics right: Imagine you’re a consumer in need of a good meal and you’re scrolling through Google, Yelp or Tripadvisor, looking for well-reviewed restaurants. If your restaurant makes that first cut, does it follow through with an up-to-date address and phone number? Are your operating hours listed correctly? If potential guests click on a link to your website, will it bring them to a page that includes information consistent with what they saw on Google? From there, tracking clicks on the “get directions” link can give you measurable data on the web visitors you are converting to customers. Once you have a strong foundation in that area, you can then fine tune your overall profile – by enhancing your images, creating memorable food and drink presentations and conceiving of clever promotions suited to your specific brand.
What kind of return on investment do you get from your restaurant’s social media marketing? If it’s low, you’re not alone. In a recent release of the CMO Survey, a biannual marketing survey of marketers at for-profit brands that is sponsored by the American Marketing Association, Deloitte and Duke University’s Fuqua School of Business, there was a clear disconnect between social media investment and performance. According to Christine Moorman, director of the survey, people who have responded to the survey since 2016 have rated social media marketing between 3.1-3.3 on a scale between 1 (not at all contributing to performance) and 7 (very highly contributing to performance.) Nonetheless, spending on social media marketing persists – and many brands are doubling down on it. Why? In a Forbes report, Moorman points to several primary reasons why marketers should keep the faith: First, it is a tool companies can control and operate at a low cost. This is opposed to digital marketing, which is costly and not always effective at grabbing a person’s attention and maintaining engagement. Social media is also made for mobile, with its visual content and brief updates, which consumers can digest in bits and pieces whenever they pick up their phone (which may be dozens of times per day). Next, social media can be a valuable tool to tell brands what to change and when: It can measure a consumer’s online behavior and engagement with your brand, help you connect with employees and improve their performance on the job, and enable you to move forward with product or service enhancements. Yes, there is still a challenge in connecting likes and engagement with sales, but if you’re struggling to make the connection at your restaurant, it can help to use a social media marketing strategy that seeks to analyse customer behavior across their entire experience with you – not just at the beginning and end. Further, all of the data you collect automatically, whether via social media or other channels, needs to be integrated so you can see the full picture of how your customers are engaging with and supporting your brand.
There is a new way for Google to help you connect with your guests. The company just announced some enhancements to Google Lens, its image recognition software, that may change the consumer experience of eating at restaurants, according to a report from The Verge. Consumers who either have Google Pixel phones or a Google Lens app can point their phone’s camera at your menu, and the Lens will highlight your most popular dishes and be able to call up photos and reviews of individual dishes via Google Maps.