How to Build Customer Engagement Through Social Media
Influencer marketing for restaurants has emerged as a fantastic way of engaging and attracting hungry patrons. Collaborations between restaurants and influencers on social media leads to more referrals, online web traffic and in-store foot traffic. Certainly, impressing bloggers and restaurant reviewers can lead to great PR. However, influencer marketing for restaurants is a proactive way to generate revenue for your business.
One major key to building your brand: trust. According to a study by MuseFind, 92% of millenials trust an influencer more than they would an advertisement. When looking for the right influencer fit, review food influencers whose audience overlaps with your core brand and community. If you can tap into the right audience, then it can help reinvigorate your marketing efforts.
How Influencer Marketing Works for Restaurants
Food Baby’s Instagram account (@foodbabyny) is an example of a popular New York City-based food influencer. It has more than 310,000 followers and strong engagement, with posts averaging almost 4,600 likes and 45 comments each. Its YouTube and Facebook accounts reach even more people. This multi-channel approach is a great way to expand reach to new groups of people that may share intereste in your establishment.
To better understand the impact of influencer marketing, let’s review the fruitful partnership between Supermoon Bakehouse and Food Baby. The bakery invited Food Baby to host a gender reveal party for their third child at their store. In doing so, Supermoon took advantage of Food Baby’s brand and an exciting life event to tap into their audience. This led to thousands of likes and shares for the @supermoonbakehouse account.
Develop an Ideal Customer Persona
Finding the right food influencer, at the right price, with a highly-engaged audience takes research and negotiation. To start, develop a customer persona for your target audience. Are your ideal customers young, athletic, and female? Before you can find a food influencer, you need to confirm your desired customer profile. If you know your target customer, then you can find an audience that aligns well with your brand. Connecting to prospective customers through food influencers can be more effective, and less expensive, than airing a commercial or promoting Facebook posts.
If you’re interested in more example of influencer marketing for restaurants, here are ten top food Instagrammers in New York City:
Check out their accounts, see if their aesthetic and tone of voice fit your restaurants brand, and reach out. Most include points of contact in their bio. If you want to start a conversation, we recommend a direct message.
Social Listening Tools
However, this is a growing industry. Pricing is fluid. If you choose to partner with a food influencer, make sure you check their reach, engagement rate, and audience size. Secondly, be sure that followers are real. There are many bots and tools that can help to detect fake or inactive accounts, like Instacheck. Lastly, influencer marketing is a great tool that can boost revenue and brand visibility.