Timing is everything, especially in the restaurant industry. From the food to the culture, design and location, getting it just right can be a subtle blend of everything all at the same time – that includes marketing!
According to the London Mayor's office, there were a reported 17,000 active restaurants in London in 2015. We’d say that makes for some stiff competition. Because of this, we’ve come up with a simple 5-step recipe that restaurateurs and owners can use to build a digital marketing strategy that will help to cut through noise.
- Social media management for multi-locations restaurants
Social media platforms are a great way to connect with customers on a frequent, personal basis. Encouraging engagement through incentives and promotions will build brand loyalty and drive new business.
That being said, it’s not easy to keep on top of social media outreach, press, events, campaigns, websites and partnerships for one location – so how will you cope if your business hosts multiple locations?
For budding businesses like Pure, it may be smart to focus on a singular brand identity as they begin their digital marketing journey. However, as their 11 shops continue to develop and take on a micro-brand of their own, developing unique social media channels for each branch allows them to personalise their message and tailor content that will be most relevant to their customers.
Having one holistic view of all locations is important. For example, right now customers can spring up fake Facebook accounts for your brand by simply checking into a destination that doesn’t have a dedicated location page. This is something brands need to keep on top of by implementing a new consolidated approach to managing this channel and multiple site profiles.
- Agile video creation
A general rule of thumb for good communication and marketing is show, don’t tell. The same goes for your business. With over 100 million internet users watching video online every day, people are watching over reading to gather information.
Agile video creation allows a unique offering to your customers – a chance to experience your restaurant before even walking through the door. Creating video on the fly, without a great deal of expense, is where social media is heading. We call this content with character – using innovative and effective methods of production to inspire potential customers with motion and emotion - because if a picture is worth a 1000 words, then one minute of video of worth 1.8 million words.
- Digital partnerships
Smart collaborations can extend your reach far beyond its assumed potential. By engaging with partners or services like OpenTable and Deliveroo, you can connect with other brands and customers, gaining invaluable insight and opening the doors for future partnerships.
In fact, we have created digital partnerships with the likes of The Sun, Sky and Cosmopolitan for the leisure brands we worth with.
Beyond the social exposure that digital partnerships offer, there are often financial gains to be made with partners. Optimising marketing campaigns through e-commerce and media affiliations drives traffic, closes broker deals and engages new customers.
- Influencer marketing and blogger outreach
According to Technorati Media, blogs are the third most influential digital resource people use when making purchases, just behind retail and brand websites. In addition to digital partnerships, engaging with influencers and bloggers is a highly effective way to you’re your social media channels, extend your reach into vast networks of consumers and grow your brand “cool” by engaging with the next generation.
Influencers and bloggers are very willing to adopt and promote brands they feel connected to. They actively support and promote their favourite brands, giving peer-to-peer recommendations, which is the most powerful marketing tool for any brand.
Take @clerkenwellboyec1 for instance. With 150K followers, getting your food featured on his page or collaborating with him for an event has the potential to extend your customer reach by tenfold, all with minimal marketing effort from your end.
Does your restaurant boast about its affordable grub? Then check out @ldncheapeats, he ultimate insider guide to dining out on a budget in London for £8 or less. Not only is there the potential to be featured on their social channels, but getting involved in something like there London Cheap Eats Pop-Ups! series is a great way to engage locally, spread your brand name, and collaborate with influential players in the industry.
- Localised social media advertising
Local marketing has grown with the rise of smartphones, tablets, GPS and other mobile navigation-enabled devices, giving marketers (particularly multi-location brands) a chance to better connect with customers through tailored content relevant to a localised audience.
You can achieve this by publicising location specific social media channels with incentives like vouchers, giveaways or social campaigns like our #MatesBeforeDates initiative for Porky’s BBQ that encouraged groups of friends to celebrate Valentine's Day at Porky's is a fun and interactive way for customers to engage with your businesses.
By making the effort to publishing locally relevant content you’ll better your chances of sparking genuine engagement. Interesting, authentic content will go a long way if you want to gain customer loyalty and repeat page interactions.
We’re passionate about helping brands and businesses realise their full potential through an integrated approach to marketing.
We’d love to hear your ideas, so please get in touch. We’re always around for a chat, coffee, or a bottle of something cold.