Serving Up Social

WHY SOCIAL MEDIA SHOULD BE A KEY INGREDIENT IN YOUR RESTAURANT’S MARKETING STRATEGY.

IF YOU HAVEN’T YET COMMITTED to a social media strategy or have only dipped your toes in, it’s time to take the plunge. Investing time and effort into social media can help you build brand awareness, engage with customers, and ultimately drive more traffic to your restaurant. So, let’s make an investment to social media and start reaping the benefits it can bring to your business.

We spoke with TMD | The Marketing Department, a marketing agency based in London, Ontario, to get the 411 on social media best practices for restaurants. With a track record of successfully helping clients across North America improve their social media presence, the agency offers a range of services, including customized social strategies, copywriting, design, deployment, and community management. Suffice it to say, they are well-versed in the world of social media and have plenty of insights to share.

Q | WHY IS SOCIAL MEDIA IMPORTANT FOR PROMOTING A RESTAURANT?

A | Platforms like Facebook, Instagram, and Twitter provide an easy and cost-effective way to showcase your menu, ambiance, and customer experience. Social media can also help you build a loyal following and increase brand awareness.

Q | WHAT ARE SOME TIPS FOR PROMOTING A RESTAURANT ON SOCIAL MEDIA?

A | • Ensure your social media profiles are complete with relevant business details, like contact information, location, a description, image and/or logo, and ensure the information is consistent across all platforms used.

• Create a social media presence by posting a few times throughout the week.

• Engage with your followers by responding to comments and direct messages.

• Know your target audience and create content that appeals to them.

• Share high-quality images and videos. Using a good quality phone will work to showcase real time or the ‘on-the-fly’ content while giving an authentic feel to your brand that will resonate with your audience.

• Encourage customers to post pictures and reviews of their experience at your restaurant to help build credibility and trust.

• Paid social media advertising can promote your restaurant. Platforms like Facebook and Instagram offer targeting options to reach your ideal audience. You don’t always need to spend a lot to see results.

• Partner with food bloggers, Instagram influencers, and other social media personalities to promote your restaurant, increase reach, and attract new customers.

Q | WHAT ARE SOME COMMON MISTAKES YOU OFTEN SEE ON A BUSINESS’ SOCIAL MEDIA?

A | • Posting low-quality images and videos.

• Not engaging with followers, ignoring comments and feedback.

• Focusing too much on selfpromotion and not enough on providing value to your audience.

• Overlooking the importance of targeting your ideal audience.

• Being inconsistent with your posting schedule or messaging.

• Using your business page as your personal page.

Q | HOW CAN SOCIAL MEDIA HELP RESTAURANTS STAND OUT IN A CROWDED MARKET?

A | Showcase your unique brand, menu items, and customer experience. Consider doing the following:

1. Visual appeal: Much of social media is highly visual, which is great for showcasing the aesthetic appeal of food and drinks.

2. Engage with customers: Interacting with customers is important and shows your audience that you’re responsive.

Some social platforms have interactive functions where you can do a Q&A with your followers, run polls, quizzes, live coverage – all of which can build relationships.

3. Promotions: Share special offers, such as daily specials, limited-time menus, or dining experiences online. This can generate more interest and reach new audiences than only promoting in-restaurant.

4. Reach new customers: Platforms have built-in targeting capabilities that allows businesses to reach specific demographics, interests, and locations, making it easier to find and connect with potential customers.

5. Build a community: By sharing content that aligns with customers’ interests, restaurants can foster a sense of community and loyalty, which can lead to repeat business and positive reviews.

Q | HOW CAN RESTAURANTS MEASURE THE EFFECTIVENESS OF THEIR SOCIAL MEDIA EFFORTS?

A | Restaurants can measure the effectiveness of their social media efforts by tracking key metrics such as engagement rates (likes, comments, and shares), follower growth, website traffic, and sales. Looking at these metrics will clearly show what is and isn’t resonating with their audience in their current approach, so they optimize their content for maximum impact.

Q | WHAT ARE SOME WAYS THAT RESTAURANTS CAN CREATE ENGAGING CONTENT FOR SOCIAL MEDIA?

A | Offer your audience content that’s entertaining or useful – something they’d want to save or share with a friend. Consider featuring customer reviews or testimonials, share behind-the-scenes glimpses, use variable content types (video and image), kitchen tips or cooking hacks, and interactive features to keep your audience interested.

Investing in your restaurant’s social media efforts can set you apart from other eateries in your area and make you a destination hotspot.

We’ve seen countless examples of restaurants that have leveraged social media to build excitement and generate interest among food lovers from near and far. By dedicating time and resources to upping your social game, you too can become the talk of the town. In short, social media is a valuable investment for any restaurant owner looking to elevate their brand and attract a wider audience.