According to a Cornell study, 79% of independent restaurants use social media, and adoption rates are only growing. Social media provides restaurants, and businesses in general, with a powerful and innovative way to market themselves. By using it effectively, you can drive traffic to your website, create lasting relationships with customers, and attract and retain customers. However, building a digital presence can be tricky. Finding the time to work on social media or the resources to outsource it is always a challenge. Read on for three simple, but effective, tips to bear in mind when using social media.
Know Your Audience
What kind of restaurant are you? Who are your typical customers? Who are you looking to attract? These are all critical questions you should be asking yourself, and carefully thinking about. If you are looking to attract a younger crowd, you may focus more on strengthening your Instagram and creating fresh, eye-catching content, rather than running promotions on Facebook. You should prioritize the social media most used by the age group of interest, and create content specifically tailored for them. To take it a step further, you can use social media analytics to find the days and times at which your customers are most active. This may sound tricky, but just convert your social media to a business account and start tracking trends.
By using social media regularly, you help to build brand loyalty and brand recognition. Posting consistency is far more important than posting frequency. Find a reasonable schedule, somewhere around one to two posts per week, and stick to it. Doing so improves digital engagement and initial brand perceptions. No one wants to follow a sporadic-posting account, nor does anyone want to see an empty company Instagram. Remember, social media is a reflection of your business.
Be Picky About What You Post: Keeping in tune with the last tip, quality of posts always trumps quantity of posts. Yes, you want to post consistently, but that doesn’t mean pushing out irrelevant content just to meet a deadline. Your content needs to be relevant (to your brand and your audience), engaging and purposeful. With each post and digital movement, have a goal in mind. For instance, if you are trying to let customers know of new summer specials, take a picture of one, and post it with a catchy caption.
If you take one thing away from this, it should be to know your audience. At the end of the day, everything you do (from what you post, to when you post, to what hashtags you use) boils down to what you think your audience will react to best. Identify your personal goals and cater to your audience accordingly.