​Resist the sheep mentality

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.