By Indiana Lee, Contributor
Having a strong social media presence is essential for businesses, no matter your industry. In the restaurant world, however, social media becomes even more important. It’s a way for you to interact with your customers, tell people what’s going on in your restaurant, and allow them to feel a sense of familiarity and comfort before they even walk through the door.
And, yes, food porn.
From a marketing standpoint, social media is important for restaurants because it is efficient and affordable, improves your searchability, and encourages user-generated content. Yes, you should be encouraging your guests to take pictures of their food to share with their friends and followers on social.
Beyond that, though, social media allows a sort of two-way communication between you and your patrons. It brings out the “human” side of your business, and that can attract more diners to your space on a regular basis.
Chances are you’re already utilizing social media for your restaurant in some way. But, where can you improve? If you know your social media strategy is lacking, let’s cover a few creative ways you can change things up and start to see improvement.
1. Go Bigger with Graphics
You shouldn’t be afraid to have some fun with social media and let your creativity shine. One of the easiest ways to rebrand your social media efforts, and potentially your business, is to change your logo, colors, fonts, and other graphics to work together cohesively. A logo serves as a first impression for your brand, so it’s important to stand out and express what your bar or restaurant is about. You should also take advantage of things like:
Banners
Advertising graphics
Social graphics
Digital flyers
By establishing your brand identity through graphics, you can essentially use marketing to recession-proof your restaurant by helping people remember and recognize you quickly. Think about some of the most popular fast-food chains in the world. For example, people recognize McDonald’s instantly because of the vibrant red signage and golden arches. Granted, you’re probably not competing with McDonald’s, but it’s a perfect example of how graphics can make a big difference in building your brand – especially in the digital space.
2. Cater to Your Target Audience
Whether you’re a local restaurant or you’re trying to branch out into other areas, it’s always important to focus on your target audience. Who is your ideal diner? Who is going to come into your business and really understand what you’re all about — and hopefully share their experience with their friends and family?
Social media marketing is a great way to cater to your target audience. You can adjust things like the language you use, the imagery you share, and a personalized experience for your patrons before they ever come in.
For example, you can use social media to highlight menu offerings or features with particular ingredients. It’s not uncommon for people to be on the hunt for gluten-free or vegan options. Others might have serious food allergies and it can be difficult to find restaurants that will cater to their needs.
By highlighting that you take food sensitivities seriously without compromising ingredients or flavor, you’ll open up your business to an even bigger audience and help them feel comfortable and confident about your menu before they order.
3. Work with the Right Influencer
Influencer marketing has seen a huge rise in popularity over the last few years. Research has shown that 61% of consumers trust influencer recommendations over branded social media content put out by businesses. That doesn’t mean you should abandon your own social media posts; instead, consider adding someone with a bit of “pull” in the industry into your strategy.
Even if you own a small local restaurant, working with micro-influencers on Instagram can be a big help. They can stop by your restaurant, take pictures and videos of the food, and share their recommendations with their followers. It’s best if they’re local as it’s a great way to boost the community vibe of your business.
If you’re not sure what to look for in an influencer, consider the following qualities:
Content relevance
Professionalism
Audience engagement
Content quality
It’s also important to work with someone with whom you’ll be able to form a healthy relationship. The more you can get them to talk about your restaurant, the better. You’ll want to choose someone you enjoy getting to know and someone who creates content you can respect.
There are so many additional ways you can change up your restaurant’s social media content to be more creative. Think outside the box and let the creativity and imagination of your marketing team get to work. Not only will they have fun doing it, but you’re likely to draw in new patrons and entice your loyal ones with a few simple changes.
