When I started out as the event planner for a well established restaurant, I figured there was little I would have to do to drive sales.
Well, I was wrong.
Before long, I was looking for ways to increase awareness of the great service and space I had to offer. Sadly, neither myself or those above me had any knowledge of inbound marketing techniques and how they can apply to restaurant marketing. If I had known then what I know now...
What is Inbound Marketing?
Rather your restaurant is an established brand or in startup phase, you are undoubtedly looking for ways to promote and drive sales. Inbound marketing is the most effective way to boost interest and attract new diners.
Inbound marketing refers to putting out great content to bring customers to you rather than you hunting them down. Having a killer website, Facebook page, and email campaign are a great start to inbound marketing.
When I was trying to promote my restaurant, I was putting up posters and mailing out fliers. Guess how much business that brought in? Yeah, NONE. Not one party that I booked said they came in because of the flier they received in the mail. Using inbound marketing would have drastically improved my reach for possible clientele by targeting those who were already interested.
So what kinds of inbound marketing can restaurants be using?
Inbound for Restaurant Marketing
Let's take a closer look at the ways restaurants can use inbound marketing to boost awareness.
Have a Killer Website: According to recent research, 90% of smartphone users search restaurants to decide where to eat. This means your site not only has to be easily searchable, but also be mobile ready.
Investing in a software like HubSpot can help you keep track of your metrics and get organized. Tracking who is coming to your site and what is getting the most traffic will help you target the right audience and push out the content people want to see.
Starting a blog on your site will go a long way towards bringing in visitors. Offer up recipes for menu items or drinks. Write blog posts about upcoming events or specials showcasing your banquet facilities.
If you offer carryout, be sure to offer ordering and paying via your site. Some people hate to make an actual call to order their food. Mobile ordering and payment could bring in your phone-shy guests.
Facebook: Potential guests aren't just looking at your web page, they're also turning to Facebook to check you out.
Posting pictures of events, employees, food & drinks will entice guests to come your way. Make an album of all of the great events you have held in your private dining areas.
If someone leaves a comment, positive OR negative, respond to it! Give thanks for praise, and even more important, quickly respond to critisism. How you handle an ugly Facebook comment will speak volumes to the service your venue provides.
Don't just sell, be interesting! Post videos, share recipes, or showcase a chef or bartender that everyone loves. Always encourage your patrons to 'Like' your page and encourage them to share event posts. Here is another great place to learn more about Facebook for restaurant marketing.
Email Campaign: Keep your guests engaged with sleek and interesting emails. This is another place to showcase your upcoming events or promotions.
Sending out a coupon is always welcome. If you have set up your loyalty program to collect the guests date of birth, be sure they get a special offer sent out at least a week before their birthday. They may be making plans but weren't sure where to go, until they got your email, that is.
Always be sure to include important information on your emails, such as hours of operation, locations, and a link to your site or Facebook page.
What's Next?
The above are just a few examples of how inbound techniques can push your restaurant marketing to a new level. If you're just starting out or learning about inbound, there is a lot to learn. Take the deep dive and explore all that inbound has to offer. Let us know what ways inbound marketing has helped you promote in the comments!
