Social media marketing is a key aspect to a successful restaurant, and as a restaurant owner you may be asking yourself:
- Who do I target on social media?
- What’s the best strategy to attract customers?
- How can I create a social media strategy for my restaurant?
Keep reading to figure out how to create a plan successful social media plan for your restaurant to attract new customers, generate bookings and keep that follower/customer retention.
Identifying your Audience & Understanding the Platform
In addition to a successful, bespoke website, the most important stages of creating a successful plan for your restaurant is identifying your audience and understanding what they want from you.
Twitter, Instagram, Facebook and TikTok all carry different personas, meaning that to effectively reach the correct people on each platform, you have to adopt the correct tone for each to really master social media app.
Identifying your Target Audience
Who is it that you want to target? It is important to establish this before you go ahead and start promoting and posting on social media.
Maybe your ideal customer is 20-45 year-olds living within 10 miles of your restaurant.
Or, you’ve recently opened a restaurant and looking to broaden your customer basis and gain exposure to your new restaurant.
Either way, it’s important to know who you are targeting as this will lead to a successful social media plan.
Tailoring your content to your chosen audience will increase the chance that your post will have more of an impact and impression on your audience. This means it will be more likely for them to click through to your page or site.
One key thing is understanding how to communicate on each platform, as they all have different algorithms to master in order to be successful.
The Best Social Media Platforms for your Business
Using Tiktok for your Restaurant
With Tik Tok, it’s all about aesthetics and visuals.
TikTok is a great addition to your social media strategy due to the vast number of users it has – you’ve got up to 60 seconds to get your restaurant in front of potentially millions of viewers.
Use your video to promote a new menu dish, with a super appetizing slow pull of cheese or cutting into a melt-in-the-middle dessert.
A great way to use TikTok within your marketing strategy is to sell the experience of your restaurant, for example with a virtual sit-down experience as if the user is dining in your establishment.
Learn more about TikTok marketing here.
How to use Instagram for your Restaurant
Instagram can be extremely beneficial to your restaurant, as it’s the perfect way to advertise your products in the most appealing manner.
The Instagram algorithm can be tricky to master, but one thing that is key to add to your social media plan is engaging content.
The algorithm measures success against engagement features such as saves and comments, as this indicates to Instagram that people are enjoying your content.
Start a discussion – ask your followers what they think of something, or their favourite dish on your menu.
Giveaways are also a great resource, as you can gain more followers as well as increase engagement and bookings.
Tips for using Facebook to promote your Restaurant
Facebook can really benefit your restaurant and increase bookings, as descriptive and informational content can successfully entice potential new customers.
Facebook’s Business Manager is a great tool that can really help specify the demographics of your target market, including interest, locations, and ages.
This is a key tool to add to your marketing strategy, as your advert and posts will reach potential customers who show a genuine interest in what you have to offer, leading to more bookings.
To find out more about how we can help you manage Facebook Business Manager, click here.
The Benefits of Using Twitter for your Restaurant
A lot of business’ use Twitter not necessarily to promote their product or offerings, but more so the personality of the business.
Keeping up to date with current events and ongoings in the industry will add that personal aspect to your business, which will make you appear more approachable, genuine, and most importantly, a trustworthy business.
It’s also a great way to send out quick updates to your audience about new happenings in your restaurant, such as new menus, a new layout, or an update on timings.
A Paid vs. Organic Social Strategy
When it comes to social media marketing for your restaurant, using a balanced combination of organic and social posts can drive more results.
Both paid and organic posts need to be informative, promote an incentive and make your product irresistible.
How to Create Paid Social Ads
Paid social ads are available on most social platforms, and they can drive quick results in front of your desired target audience.
Unlike organic, you can control how much is spent and the return on investment, which is why these types of adverts generate quicker results depending on how much you invest.
Filling your paid ads with too much business information and sales language isn’t what users want to see, and won’t make your ads look authentic.
Users essentially want a reason to click through to your booking page.
Whether it be 15% off a selected menu or an enticing new dish to try, incentives are what work well in paid ads as it gives the user a reason to click on the ad.
How to Create an Organic Social Media Strategy
Organic posts are key to add to your social strategy, as these are the type of post that will build authority and increase engagement for your restaurant’s account.
With organic posts, you can truly engage and interact with your followers and as we said earlier, use the comments to create natural conversation.
Although it may take time and results may not be as instant as paid adverts, organic content generates follower retention of users who are genuinely interested in what your restaurant has to offer and are loyal customers.
These types of followers are key for the growth of your business, as they are the ones most likely to engage, book and visit and essentially generate long-term revenue.
Key Points for a Successful Social Media Plan
Key points to take away to successfully market your restaurant on social media:
- Define your audience – who do you want to target?
- Establish a brand tone of voice – how do you want to come across: established, upmarket restaurant? Or a laid back, relaxed café?
- Create likeable, engaging content – show off your product offering, using descriptive language and desirable aesthetics
- Engage with your followers – create discussions in post captions and give users a reason to comment
- Use paid promotional ads – give users a reason to book your restaurant by using incentives
- Push competitions and giveaways – give back to loyal followers and generate a following off the back of it