Promoting your restaurant is crucial to success but for many restaurant owners marketing and promotion has always been a time consuming, daunting task. Printing is becoming more expensive everyday as well as TV ads, Radio ads, and other traditional forms of advertising.
Many of these advertising methods are no longer as effective as they used to be when it comes to getting your restaurant in front of your local consumers. For instance, people don’t watch TV like they used to. When they do, they fast forward right through the commercials thanks to the new recording technology available.
Newspapers are not as effective due to the fact that newspaper sales across the world have dropped drastically in recent years. This is because most people now use the internet to catch up on the daily news. and so running a newspaper ad is becoming less effective.
Remember the Yellow Pages? If you are spending a lot of your marketing budget here, you should take a hard look at whether or not it is really working for you. It is difficult to track how much business comes from Yellow Page ads (which is another downfall). However, just think about this… how many people do you know who still go to the Yellow Pages to find local restaurants?
Everything is going digital, so it only makes sense that your restaurant follows in the steps of technology if you want any chance of cornering your local market.
Since most of your local consumers are online, your restaurant must incorporate some new marketing strategies that will allow you to put your business right in front of them.
We are living in an era where the internet is used for just about anything, including socialization, conducting business, collecting information, and shopping – just to name a few.
In fact, did you know that some studies have shown that more than 90% of consumers search online for local restaurants? A large portion of them perform these searches from their mobile devices, which can be another marketing vehicle for your restaurant.
Let’s take a closer look at some statistics…
According to an official 2012 report by eMarketer:
* More than 75% of the population will use the internet in 2012
* In 2012 83.9% of internet users will make a minimum of one purchase through the internet
* More than 66% of internet users will use one or more social networks
* Facebook will have more than 90% of the total social media users
* There will be a 17.1% increase in mobile internet users to 113.9 million
* Mobile shoppers will hit the 72.8 million mark
* There will be 54.6 million mobile video viewers in 2012
As you can see by these numbers, moving to the digital age will clearly help you reach a wider local audience. You probably agree that it makes sense to market your restaurant’s brand where your target audience is spending a majority of their time – which is online and on their mobile devices.
However, there is a lot that goes into marketing a restaurant effectively in a way that yields results. Not only that, but there are a lot of factors to consider when deciding exactly which marketing strategies you will use.
But before you get to that point, you have to understand what your options are and exactly HOW your restaurant can produce more customers and profits using these methods.
Marketing is all about connecting with existing and potential customers. It involves distinguishing your business from your competitors and taking that method to consumers.
Online marketing makes all of this possible by providing the tools you need to build your brand as well as establish more visibility for your restaurant.
The Power of Video Marketing
When it comes to consuming content, “listening” and “reading” are not very popular these days. People are more into “visual” presentation in this era. Therefore, it is important that your restaurant has a “video” presence online.
Videos are extremely popular with online visitors and can have a great impact on getting more customers into your restaurant. Having videos online that represent your business can provide that “personal touch” your target audience needs.
Not only that, but videos allow you to share more about your restaurant with viewers, which is extremely effective in converting them into customers.
Just as the name suggests, video marketing is a method used to sell products and/or services using videos. Most people might think of this as an expensive medium for sales considering the usual cost to produce videos.
However, online video production is much more cost-effective. As a matter of fact, there are a wide variety of videos that you can create for your business. Technology has done its part in providing tools that will not only make this possible, but also easy, fast, and affordable.
Video Marketing Statistics
According to Borell Associates:
* Online video marketing spending is expected to rise and take up over 30%of online advertising
* Online videos are watched by over 40% of consumers every week and 70% in a month
* Local video advertising revenues will grow to $1.5 billion in 2012
* Videos have been found to increase traffic to the advertiser’s web by over 50%
* Physical store visits has been found to increase by 30% as a result of video marketing
* The number of calls go up by 18% as a result of video marketing
With these numbers, there is no doubt that video marketing is a great way to popularize your restaurant.
Video marketing allows you to:
Showcase Your Restaurant: Consumers are careful about who they buy from and want to know who is behind your restaurant. In this case, video illustrations and presentations are the best way to go. Put together some videos to introduce yourself and your employees to your customers and potential customers. You could also create some videos that show how you prepare some of your dishes.
Tell a More Engaging Story: While writing is the oldest way to tell a story, it encompasses the use of imagination and efforts aimed at creating a mental picture for the reader. Videos do not require all of that because the picture will be there in plain sight for everyone to see. If you are trying to show your audience how delicious your meals are or how classic your restaurant is, videos are the perfect way to let them see it directly for themselves.
Get the Edge on Your Competitors: While most restaurants will continue to promote their using print advertisements and other traditional methods, using videos put you a step ahead of them. Consumers like to patron businesses who keep up with technology, so implementing online videos into your marketing strategy could boost your reputation with your customers.
Send More Traffic to Your Website: There are many different websites online that host online videos, such as YouTube. Posting your restaurant’s videos on video-sharing websites will give your business even more exposure; resulting in more traffic back to your main website. These videos can also show up in the search engines if they are optimized properly.
Some Different Ways to Market Your Restaurant Using Online Videos:
If you have ever wanted to invest in a TV commercial for your restaurant, but couldn’t due to the extremely high costs, then online video commercials may be the solution you’re looking for.
The internet has provided a vehicle for businesses to advertise their businesses to thousands of local residents. Video commercials are expected to become one of the main sources of media for companies across the world, and your restaurant should not be left behind.
Video commercials are simple, cost effective, and convenient. Best of all, they have the potential to reach a broad audience on the internet.
Unlike TV commercials, online video commercials will always be there and internet users can view them whenever they want. The other advantage is that the online video commercials posted outside of your website can link directly back to your restaurant’s official website. So if anyone wants more information, they will only be a click away.
Video Product Demonstration
Restaurants today are scrambling to find new methods that will send more customers through their doors. Many are finding out that online video product demonstrations are great for converting visitors into customers.
Video product demonstrations can create awareness and let people see exactly what your restaurant has to offer. Most people prefer taking in information visually instead of reading text or listening to audio.
When people are reading about your restaurant’s food, it doesn’t have the same impact as them seeing live footage of the food.
For instance, you can write a whole book on your website about how you prepare some of your most popular dishes. However, you will generate a better response by “showing” your visitors how you prepare these dishes.
This will create more of a connection and also tempt some of them to come into your restaurant and enjoy some of the food personally.
A product demonstration video could also be a short video showing some of the activities that go on in your restaurant.
Marketing food should be easy since we all eat, but it’s not. However, video marketing can make it a lot easier by providing a first-hand view of what your restaurant has to offer.
The Elements of a Good Online Video:
The purpose of your video is to encourage prospects and customers to visit your restaurant. Therefore, your video has to be top quality because viewers will associate the quality of your video with the quality of your food – although they do not have a direct impact on each other.
Here are a few things to pay special attention to:
* Lighting – Choose a natural light, depending on the topic of your production, to ensure the video comes out clearly visible to your viewers.
* Audio – Use quality microphones and make sure you speak clearly and loud enough (not too loud). Come up with a nice balance and stick with it throughout your videos.
* Good Content – Be sure to rehearse your video prior to shooting to avoid creating a bad video and eliminate the need for multiple retakes.
* Length – Make sure the length makes sense with whatever you are filming. In general, online videos should be kept short in order to keep your viewers’ attention. If a video requires more time, create a second video to continue the series.
If you really want to put your restaurant in front of your target audience, these simple strategies can help you accomplish this without breaking your marketing budget.
This can be accomplished with just 3 simple steps:
1. Create a Presence – before you can put yourself in front of your audience, you must be prepared with the proper tools in place.
2. Connect and Capture Your Audience – once you have the tools in place, it’s time to communicate and engage with your target audience.
3. Convert Your Audience into Paying Customers – during the communication and engaging phase, do everything you can to convert your audience into paying customers. Not by “hard-selling,” but by building a genuine relationship with them that will yield more sales and ultimately, more profits for your restaurant.
Until your restaurant taps into the new and exciting forms of digital technology, you will miss out on the massive opportunities it presents to create more profits for your business.