1) DEFINE YOUR GOALS
Before embarking on a social media marketing campaign, you need to define the goals of your campaign . This is to avoid any wastage of your budget. This may sound like a statement that you have heard before, but it is a critical step that you should not omit.
WHAT WILL HAPPEN IF YOU DO NOT DEFINE GOALS??
You will target the audience in locations that are too far away from your restaurant and end up not optimizing your budget for the locations that are ideal for your restaurant
You will end up targeting the wrong demographics of visitors. If you are a burger joint who usually receive visitors who are in the age range of 18-25 years old, then it would be not advisable to target above the age range. Do a little bit of market research about your customers
2) SET A BUDGET AND SCHEDULE
An advertisement budget depends on how much REACH you wish to attain. It boils down to the number of visitors that you want coming to your restaurant. Do you want 50 customers daily or 100?
The budget depends on the size of the audience in your marketing campaign . Facebook algorithm will eventually provide a total reach of audience based on your selection of location, age, language and detailed targeting criteria.
It is always good to start at reasonable budget so that you can assess the performance of your campaign . Check on the engagement of consumer on your campaign on a daily basic. Metrics such as impression, post engagement, video views, page views, etc will need to be monitored on a daily basis. The metrics will show indicate the extent of adjustments that can be made to your ad budget. Our experts can help assess your metrics and advise the right ad budget required.
3) CONTENT
Content is king. As much as you would like to obtain visitors through paid campaign , the ideal method will be also to obtain as much of organic reach for your campaign. Creating a good content is very important. A restaurant owner can use instagrammable food pictures to entice foodies. Some example of content ideas for you
a) The first 50 visitors to subscribe to your newsletter to dine free for the month of August!
b) Our authentic Chicken Biryani with a cooling raita made with yogurt, mint, cilantro and a pinch of salt
c) A write up about your chef and your kitchen team
d) A story about how you followed your passion for food to set up your dream restaurant
Our team of experts can create numerous contents like this so that you will NEVER run out of IDEAS to publish on your social media.
4) MONITORING
Social media management is not a stand alone platform. It is usually used together with other platforms such as your website or offline platform to measure conversion or sales. Upon spending so much on advertising , it is time to reap the fruits! The monitoring should be carried out by a social media expert to really understand if your ad is on the right track and in line with your goals.
For example, the number of engagement on your post is a critical metric to watch out for. If the number is dropping day by day, it means that you content is not interesting or you are targeting the wrong audience.
Engagement helps you to control your budget for future ad spend. The same also applies if you are using facebook to drive sales to your restaurant, you could post a QR code to enable visitors to claim vouchers or discounts at your restaurant later. This will help you track the acquisition of customers through facebook. The same applies for other social media platforms such as instagram or twitter.
Hashtags are very common way of monitoring your post and reach.
Contact us at nithi@soulcreationz.com to get a customized social media metric for your restaurant
5) RETAIN AND REPEAT
Social media marketing is not a one -off thing. It needs to be part of a daily, monthly or yearly routine. Hence upon acquiring customers, the marketing activities should not be halted or taken for granted. Instead of leaving it on auto pilot mode, you need to work out other creative campaigns to retain your existing customers. Your loyal customers may find another newly opened burger joint accessible than yours and switch their preference. Hence it is always good to incorporate elements of market research in your campaign. Study their behaviours and understand what they like and continue giving them more of what they like.
If your customers are loving the vege burger that is in your menu, start coming up with new flavours of your vege burgers or offer promos on the item!
Social media is not just a tool but is your information centre. You will be able to control your cash flow to your business by understanding the insights of your business page.
Before you begin on your social media marketing journey, you need to draw out a customized plan for your restaurant. We at Soul Creationz will be happy to offer you a freebie for this Independence Day !
CLICK HERE ON BOOK FREE DEMO TO GET A FREE SOCIAL MEDIA MARKETING PLAN AND CONTENT CALENDAR NOW
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