Tips to Utilize Facebook to Drive Your Restaurant Marketing
Social media has been one of the hottest topics in marketing for the last few years and isn’t going anywhere anytime soon. Having a strong social presence is going to be important for any brand but there are ways to utilize these platforms for your restaurant brand no matter how big or small you are (and no matter your budgets). Luckily, anyone from McDonald’s to the little mom and pop diner down the street can take advantage of Facebook’s paid advertising offerings. Facebook offers a multitude of different campaign objectives that are a great fit specifically for restaurant marketing.
Looking to drive restaurant visits?
There’s two great options for you if you’re trying to get consumers into your restaurant – the Store Visits objective and the Reach objective. Both options give you the opportunity to promote your location, show your restaurant on a map, and have CTAs like “Get Directions” or “Call Now”. Giving the consumer the information they need to get to your location is a great starting point for driving restaurant visits.
The Reach objective is more focused on driving awareness and reaching as many potential customers as possible while the Store Visits objective is focused on actually confirming that someone who has seen your ad visited your location. This reporting aspect of this offering isn’t available for all advertisers but can be great validation for your advertising efforts if your brand can take advantage of it.
Looking to drive online orders?
Facebook’s Conversion objective is simple to implement and can increase your reach for online ordering if your restaurant offers that feature. With the placement of Facebook’s pixel you can gain great insight to some of your on-site metrics and then optimize your Facebook campaign to those metrics. For example, you can track online orders and pass back the revenue to determine which of your ads is driving the best ROAS.
Outside of tracking purchases, you can also set up the pixel to track any online actions that are important to you. If you want consumers to visit your store locator once they are on your site, you can set up the pixel to fire when they land on that page. All of these metrics will be available to you within the Facebook UI to help tell the overall social marketing story for your brand.
Looking for your customers to engage with your brand?
Some restaurants like to focus on getting new page likes, post likes, comments, and shares from their audience and can use the Post Engagement objective to optimize campaigns for these actions. This starts with having great content to share that people are going to want to engage with. A timely message around an upcoming holiday or a great image of your top-selling menu item can really resonate with social audiences.
Facebook has a long list of other campaign objectives and is always working to bring new ideas to advertisers so it’s important to stay up to date on new social trends. In addition to Facebook, all of these objectives are also available on Instagram which is growing in popularity especially among millennials.
Sean Baker has 18+ years marketing the restaurant industry. He is the President/ Partner at IMM, a digital ad agency located in Boulder, CO.
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