9 ways restaurants can use social media to boost business
Social networking sites such as Facebook and micro-blogging service Twitter aren’t just useful for keeping in touch with friends and family, they can also be a valuable marketing tool for enterprising restaurateurs.
Recent research found that more than 70% of internet users in Australia visited a social networking site in June, up 29% from the previous year. What’s more, figures published by Neilsen suggest that two in five users published opinions specifically about brands and 86% read such content.
Having a presence on social media allows restaurants and cafes to engage with existing and potential customers in an online environment they already use, drive people back to their corporate website and boost business. Best of all, because joining social networking sites is free, the only investment operators need to make is time.
Stuart Knox, owner of Fix St James in Sydney, posts information on upcoming events on a Facebook page and spends upwards of two hours a day on Twitter (@fixstjames) posting photos of dishes, previewing the day’s menu, promoting changes to the restaurant and interacting with customers and industry peers. “A key benefit for us is that we have access to a focussed pool of people to make offers to and bounce ideas off,” he says. “Twitter also gives people a feeling for what your establishment is about, your personal passions and beliefs.”
Fellow restaurateur Craig Macindoe, owner of Mumu Grill in Crows Nest, estimates he spends about five hours a week using social media, updating his Facebook page with photos and news from the restaurant, sending out “tweets” on twitter (@Chefmumu) and writing two to three new blog posts for the restaurant’s website (www.mumugrill.com.au) a month. “The return on investment has been astronomical,” he says. “We’re up 30-40% on last year, and at least half of that is due to social media.”
Knox attributes a sizeable amount of new and returning business to their presence on social networking sites, and at least three fully-booked events held in the last six months directly to Twitter.
The very nature of social media means that if someone has chosen to follow your brand, you can be certain they’re interested in hearing what they say. Unlike other marketing strategies such as print or radio advertising, there’s also no down time. When you have a good idea, you can post it immediately.
Here are some of the ways restaurants can use social media to boost business and increase customer loyalty.
1. Listen and learn
Search social media sites to see what’s being said about you in conversations and comments forums. Knowing what customers like and don’t like means you’ve got the opportunity to respond.
2. Position the brand’s voice
If you’re a casual eatery with a great buzz, your online presence should reflect that with fun, vibrant posts. Also decide whether you want to speak to followers as the brand or in a more personal voice, (ie. as the owner or chef).
3. Interact with your followers
It’s not enough to simply pump out one-way promotional messages. The whole point of social media is to be social so it’s important to engage with your followers. Respond to questions and comments, ask for feedback on ingredients or menu items, and create conversations by posting outside links to relevant information such as a supplier’s website or interesting news articles.
4. Re-post or -tweet reviews
If someone gives you a good review or forwards on one of your posts, let other followers know and thank the sender for it.
5. Be visual
The enjoyment of food starts with the visual so whet followers’ appetites by posting photos of new menu items. Give people an insider’s perspective by posting photos from the kitchen and dining room, and of special events.
6. Be interesting
Simply listing dishes from the menu can be dull so be creative with your posts eg. Who’s in the mood for chocolate? We just made Double Choc Brownies and they’re wicked!
7. Share your news
Got a new cookbook to promote? Mid-week special? Closing for a week for renovations? Keep customers in the loop with regular up-dates.
8. Encourage people to try new menu items
Introducing a new menu? Offer your followers the opportunity to try it for free or discounted next time they visit by presenting a printable coupon or quoting a code word. Eg. Say “olé” when you order our new Beef Burritos and we’ll give you them for 50% off.
9. Find staff
Good staff are the key to great service so why not look for them amongst a group of people that are already familiar with and interested in your brand?
