If you haven’t heard the news – social media is big business. In fact, the number of users is increasing year on year. The average smartphone user spends over 3 hours on their device a day, predominantly checking social media sites. From following, liking, sharing, commenting and tagging. It’s completely redefined how we communicate with each other. As a business, social media interactions and campaigns now play a huge part in driving traffic to your restaurant too.
When it comes to creating social media campaigns, it can be tricky to get it right. Especially if you’re more used to what goes on in the kitchen, than what is happening on your Facebook page!
If you’re in need of some pointers, here are our top tips to help you become more socially savvy and get your restaurant social media campaigns up and running.
Many platforms including Facebook, Twitter and Instagram allow you to create paid advertising. This is a good way to create more awareness. Letting people out there now that you have an amazing restaurant, they shouldn’t miss out on.
The budget is entirely depending on how many people you want to reach, and you will normally be given an estimate before you pay. Here’s a good idea of what to expect in terms of CPC (cost per click). This way, you have full control over how much you want to spend, also suitable for a small budget.
Your paid advert could be a video advertising your restaurant, a competition or something completely creative and out of the box. Facebook and Instagram in particular, allow you to boost a post, allowing you to reach more people. Once you’ve specified a demographic and location, you can potentially reach hundreds of thousands of diners in your area, if not millions.
Know Your Audience
If you’re already using our software, then you’ll have a good idea of your demographic already. You can also look at your insights through each social media platform too. Either way, it’s important to know who your customers are on social media, as this may differ from your regular clientele.
Understanding your audience will help you make better choices when it comes to your social media campaigns. The key takeaways are their age, gender and general interests.
For example, say your restaurant is most popular with students. Your social media campaigns could tie in deals to coincide with everything from freshers, exams to graduation. Think about posting a special deal for those students doing their freshers week.
Not knowing or understanding this data could miss the huge swathes of your audience. Equally, if your demographic is mostly 30-50-year-olds, then targeting student nights isn’t going to work.
However, if you understand exactly who is following your page and who you want to target with audience creation on Facebook, you have a much better chance of success.
Get People Involved
Whatever you’re trying to promote through your social media campaign, it won’t have much of an impact unless people find it interesting.
Social media posts work best when it’s something people can interact with. Instead of posting a boring, corporate piece of marketing onto your feeds – be a little more creative. You can devise a game or puzzle for people to solve, a caption contest, a competition or even something hilarious people can’t help but want to share.
By putting your customers at the heart of your social posts, you are much more likely to gain traction, in terms of likes, follows, shares and ultimately table bookings.
Keep On Top Of Progress
When you’re in your restaurant, you wouldn’t leave a dish unattended for hours on end in the oven. The exact same principle should apply to your social media campaigns too.
After you’ve launched a campaign, within the first hour and throughout the day, check how many people are interacting with it. If you’ve launched a post and it’s not doing so well, you need to figure out why.
For example, is it bland, long-winded or difficult to understand? Could the visuals be better? Another tip is to find when your users are most active on social media so you coincide your posts to suit. Restaurants typically do well posting around mealtimes rather than first thing in the morning, so factoring in all these points can help things along.
It’s so easy to post content onto social media these days without a second thought, meaning quality control often goes out the window. Think about handing a dish to a customer without arranging the food on the plate, or checking that it’s properly cooked. You’d never do this, yet in many ways, people do it with their business’s social media.
The text shouldn’t be too long, and should always be spell checked. Images and video should be landscape rather than portrait (unless for Instagram). You might also hire a freelance graphic designer to create your visuals so they are professional.
If you’re putting some and effort money behind a campaign, the last thing you want is for it to have glaring errors or have a poor image quality. After all, it’s a reflection of your restaurant! To make things easier you may want to create a social media plan on Google Docs. Review it regularly with your team to ensure it’s on-brand and as high quality as possible before it goes out to your viewing public.
Social media is where most of your customers hang out for a considerable time of the day, so it makes sense to launch your restaurant campaigns on there.
It’s not a simple case of throwing any old thing out there for the sake of it though – a great social media campaign takes planning, thought and effort.
Firstly you have to know who you’re targeting. See how our software can help you to understand customer insights and create targeted marketing campaigns.