Tips to Utilize Facebook to Drive Your Restaurant Marketing

Social network web site surfing concept illustrationWhat are the different ways a restaurant can advertise through social media?

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.

About Sean Baker

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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Use Restaurant Marketing to Keep Your Customers Up-To-Date on Menu Changes

menu of the day.jpg

Your guests need to know when you make edits to your drink menu and food menu.

Is your craft beer selection changing by the hour or even faster? Are you hosting special events on a regular basis?

Then it’s time to keep your customers and fans up-to-date with exactly what’s going on at any given time. Nothing kills sales quicker than a group of friends showing up expecting a hard-to-find beer on tap only to find out the keg was kicked days before. Or a couple coming in on a date for a unique and seasonal menu item…and finding out you sold out of it yesterday.

Luckily, you’ve got a wide variety of technology options at your fingertips to inform, boost sales and (hopefully) make everyone happy all at the same time.

Let’s start with your food menu. Are you running a daily special? Maybe your chef finds something incredibly fresh and seasonal at your farmers’ market and wants to use it tonight. No problem. Hit up your usual social channels (Facebook, Twitter and Instagram) with a quick post and an enticing image. Then, once it sells out, send out another quick post.

When it comes to something like your craft beer menu, the options open up even more. With apps and websites like Untappd, BeerMenus and TapHunter, you can create an account then easily post and update your menu on the fly. As kegs kick or as bottles and cans sell out and you put new ones on, send out an update! That way, you don’t have upset customers walking in then walking right back out when that keg of Zombie Dust they were expecting to find is gone.

Another way to maximize your beer sales through technology. Social media, of course. Hosting a tap takeover? Getting in the only keg of a super rare beer in your area? Create a Facebook event, tweet about it regularly in the days and weeks leading up to the day/night, Instagram the keg collar, add some paid support on Facebook in the form of sponsored posts, etc.

As each beer sells out during your event, post updates both in the event itself, as well as on your normal social channels.

Plus, every time you host any other special event, make sure you create a Facebook event then encourage your followers on Facebook to RSVP to the event. Post the event on your page when you initially create it, then once a week post a reminder for those who may not have seen it originally. And when you have updates for the event, post them in the event itself so anyone who has indicated they are going or interested will see the posts pop up in their Facebook notifications.

Keeping up with things as they happen may take some time and a little effort, but you are sure to see positivity in your bottom line in no time.

About Sean Baker

Sean Baker has 17+ years marketing the restaurant industry. He is the President/ Partner at IMM, a digital ad agency located in Boulder, CO.
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