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In order to turn your followers into actual customers, you have to get them to know and trust your brand. As a restaurant business owner, you know that selling the benefits and value of what you do is how you attract customers. Since the beginning of time, storytelling has been a way that humans have communicated with each other. How can you use storytelling for your social media posts for your restaurant?







Storytelling through social media allows your customers to form that all-important digital connection with your brand. Instead of simply posting bland marketing material, <a href="https://sproutsocial.com/insights/social-media-tactics/">storytelling interacts with your customers on a much more personal level</a>. In turn, this helps create familiarity and loyalty with your brand. This will make your customers a lot more likely to do business with you in the long run.



So, if you are new to the concept of storytelling or want the best ways to implement it within your social strategy. Here are our top tips. 



<h4 class="wp-block-heading" id="h-storytelling-doesn-t-have-to-be-personal">Storytelling doesn&#8217;t have to be personal</h4>



We&#8217;re not all natural storytellers, and for some people, they can struggle to share personal stories through lack of experience or wanting to keep things private. When it comes to connecting with your customers, it&#8217;s not necessarily about sharing personal stories. Rather <a href="https://www.social4retail.com/the-importance-of-storytelling-on-social-media.html">sharing stories that mean something to us personally</a>.



Stories can come from customer interactions, casual conversations or experiences. For example, if your produce is grown locally and you’re proud of it. Why not take pictures of the farm and talk about the growers? Or, perhaps you have a dish that your restaurant is most famous for. Why not share the secret of how it’s made? In many cases, storytelling simply conveys the culture of the brand, in an easy to digest format.&nbsp;



There’s no set formula when it comes to your storytelling. The key is keeping in mind the details that are likely to strike a chord with the person reading it. Social media is a sociable place after all, so imagine it almost like a real conversation.



<h4 class="wp-block-heading" id="h-share-behind-the-scenes-action">Share behind the scenes action</h4>



We’ve established that storytelling is about building a connection with your audience. One of the easiest ways to do this as a company <a href="https://www.socialmediatoday.com/news/15-behind-the-scenes-content-ideas-to-share-on-instagram-infographic/623452/">is to share some behind-the-scenes info.</a> Perhaps you have a new chef starting at your restaurant. Why not upload a picture and a few lines about them, and what they are looking forward to in their new role? 



Or, say Valentine’s day is coming up. Why not share a sneak preview of the dishes or special event you will be putting on, to perk interest among your followers? You could even share news about an expansion or other news related to your company. If your followers are likely to be interested, then it helps build a more personal relationship with your restaurant, that goes far beyond them just coming in to eat.



<h4 class="wp-block-heading" id="h-user-generated-content">User-generated content</h4>



As a social media account owner for your business, you likely see countless positive reviews, pictures and videos left across your feeds. <a href="https://wedevs.com/141859/user-generated-content-campaigns/">User-generated content is a powerful marketing tool</a>. It is perceived as being more genuine than if a brand toots its own horn instead. If someone is tweeting you to say they had the best meal out they’ve ever had, why not share this with your audience too?



You can use user-generated content in your social media storytelling too. For example, say a customer has their engagement party in your restaurant, and tags you in the photos saying what a wonderful event you created. With their permission, you can then use this across your feed. Maybe add a comment saying how it was your pleasure etc, as well as leaving contact information about how other people can book the same. It’s quite a simple strategy, but one which connects with people on a really effective level.



<h4 class="wp-block-heading" id="h-save-the-waffles-for-your-dessert-menu">Save the waffles for your dessert menu</h4>



When writing a caption for your social media, it&#8217;s easy to go off on a tangent. While there&#8217;s no real crime against lengthy posts, it&#8217;s important that each sentence moves the story forward. Wordy or unnecessary sentences are unlikely to be read by your followers. And for some, it could even appear as spam.



In some cases, storytelling can literally be done in just a couple of sentences. Wherever possible, allow the <a href="https://stampede.ai/blog/4-tips-for-an-outstanding-email-design/">image or video to do most of the storytelling</a> for you. As this is much easier to react with versus reams of text. The key is always to engage the viewer and provoke an emotive response, that allows them to get to know your brand in a way they haven’t before.&nbsp;



If you’re stuck for ideas, <a href="https://www.socialmediatoday.com/news/3-brands-who-sell-their-culture-through-social-media-storytelling/518335/">there are a lot of resources you can access for free</a>. Showing some of the most successful examples of brands using storytelling within their social media. The more you educate yourself on this, the easier it will be to pick up and implement within your restaurant campaigns.



Further read: <a href="https://stampede.ai/blog/how-to-effectively-design-social-media-posts/">https://stampede.ai/blog/how-to-effectively-design-social-media-posts/</a>



<h4 class="wp-block-heading" id="h-conclusion">Conclusion</h4>



Storytelling is a method of communicating with your customers. When done effectively will strengthen the bond between them and your brand. It goes far beyond general marketing and instead paints a picture of the kind of experience they are likely to have when dining in your restaurant, and the unique story behind it. 



However, to be able to story-tell with your customers effectively, you need the story of who your customers actually are. Here at Stampede, our software allows you to capture your customer data in a way that’s GDPR compliant. As a result, you can create <a href="https://stampede.ai/blog/how-marketing-with-wifi-benefits-your-business/">tailored and highly personalised marketing campaigns</a> that speak to your customer directly.



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<hr class="wp-block-separator has-css-opacity"/>



By combining storytelling within your social media alongside intuitive marketing campaigns, you can communicate with your customers on a truly insightful level.

post

How Restaurants Can Use Storytelling for Social Media

Hannah Morgan

Great British Inns

Tammie Hurrell

Montpeliers Group

Grant Murray

CRU Holdings

Emma Luke-Ward

Lane7 Group

Steve Watson

Signature Pub Group

Nick Gregory

Society Manchester

Shivani Kenth

Zindiya Streatery & Bar

Graham Atkinson

Butta Burger

Chris Hughes

Mele Group

Chris Aitchison

Bar Tonic

Ieuan Davis

The Coal Exchange Hotel

When we welcome new customers to Stampede and show them the marketing feature, there are often&nbsp;3 big questions when it comes to sending times and frequency. So, we’ve gathered these 3 common email marketing questions together and grilled our own marketing team for some answers to share with you.



<hr class="wp-block-separator"/>



<h4 class="wp-block-heading" id="h-1-when-is-the-best-time-to-send-an-email-campaign">1. When is the best time to send an email campaign?</h4>



No doubt, the right timing has a big impact on the success of your email campaigns.&nbsp;<a rel="noreferrer noopener" href="https://www.marketo.com/articles/the-best-time-to-send-emails/" target="_blank">Research shows</a>&nbsp;that the best sending time for the&nbsp;hospitality industry is between 8 and 10am, whereas&nbsp;marketing emails get the highest results at 4pm. Unfortunately, there is no one size fits all time for best email performance. It’ll be specific to your industry, business and customers.



A good starting point is to look into your social media&nbsp;stats&nbsp;to find out when your customers are online and engaging with your content. Historic email data, especially your open rates, also give you a hint on which times usually work best for you.



<a rel="noreferrer noopener" href="https://www.bluecorona.com/blog/mobile-marketing-statistics/" target="_blank">Around 75% of consumers will access their emails on their phones</a>. Think about when your customers might check their inbox during the day and are most likely to have time to read it. This will probably be at times before work, during their lunch break and after work/late evening. However, the right time also depends on the customer demographic, e.g. families have different daily habits than business people.&nbsp;



The&nbsp;actual email content matters&nbsp;as well. Your longer monthly newsletter is something your customers can read after work or even during the weekend. Whereas your short and punchy lunch offers will ideally land in their inbox around the time people start thinking about where to go for food.



<h4 class="wp-block-heading">2. Which day is the best to send emails?</h4>



<a rel="noreferrer noopener" href="https://www.marketo.com/articles/the-best-time-to-send-emails/" target="_blank">Statistics show that Tuesday and Thursday</a>&nbsp;are in general the best performing days of the week for emails.&nbsp;



However,&nbsp;always consider your content and its relevance. Are you trying to fill in empty tables due to cancellations? Or are you trying to promote any upcoming events in the next month? Regardless, you should always send time-sensitive offers based on their own timeline before considering overall industry best practices (ideally within your ideal time slots).&nbsp;



And again, dive into your own data and compare different weekdays to the weekends to see where you can get the best responses. You can also start your own A/B test and experiment with different days. Social media analytics will also provide you with the days of the week.



There’s only one golden rule for days:&nbsp;avoid public holidays&nbsp;if you can.



<h4 class="wp-block-heading">3. How many times a month is considered the optimum for emailing customers?</h4>



The important bit here is to&nbsp;be consistent&nbsp;and to come up with your own schedule. If you do it randomly, you might end up sending too many or not enough. Watch out for increasing opt-out rates, this is a sign of emailing too frequently. And always bear in mind,&nbsp;only send out emails that provide value&nbsp;to your customers and not just because it&#8217;s time to send one.



Your loyal customers especially will appreciate tailored offers and updates coming through on a more regular basis. They’re highly engaged and want to hear from you.



Your schedule could be weekly, bi-weekly or only monthly. You could, for example, do a monthly newsletter recap about your company and send out emails with offers in between whenever relevant.



Need a hand with <a href="https://stampede.ai/how-it-works/marketing/#email">sending your emails</a> to your customers?&nbsp;Or got more questions around email marketing? <a rel="noreferrer noopener" href="mailto:contact@stampede.ai?subject=&amp;body=" target="_blank">Get in touch</a>&nbsp;with our team.

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