Social Media Marketing for Restaurants
Here’s the process to create a profile.
create a page - choose 'local business or place’
add a profile picture
add a cover photo
add a short description
create a username
add a call-to-action button
choose your page tabs
set up roles - including:
admin
editor
moderator
advertiser
analyst
live contributor
verify your page
Posting content is the core of Facebook marketing. Post types include:
images
links
video
Facebook Live
Here’s a guide to strategy on Facebook.
identify your audience
location
age
gender
income
interests
evaluate your competitors
visual quality
post frequency
content mix
engagement on posts (likes, comments, shares)
response time and quality
create a content calendar
scheduling posts
best frequency and timing
get likes and fans
generating leads
creating events
Facebook advertising is highly effective. According to studies, 96% of social media marketers consider Facebook the most effective social media advertising platform. You can start with just a hundred dollars. Each click on your ad could be just $0.10-$0.30, to get a new lead. It’s simple to set up and gets fast results. You can reach your perfect audience with highly detailed targeting, based on their interest, demographics, location, and behaviour.
The campaign structure consists of:
campaign
ad set
ad
Here are the steps to set up campaigns:
step 1: select your campaign objective
step 2: give your ad campaign a name
step 3: set up your audience targeting
step 4: set up your ad placement
step 5: set up your campaign budget and bidding
step 6: set up your Facebook ads
Ad types include:
traffic and leads to your website
sales and leads for your product or service
likes and engagement of your page
visitors to your venue or event
Determine the audience and targeting. Targeting options include:
location-based targeting
country
state/region
counties
DMA (Designated Market Area)
city
postal code
specific address radius
demographics-based targeting
age
gender
language
interest-based targeting
behaviour-based targeting
Determine ad settings.
budget
daily budget
lifetime budget
schedule
run continuously
set a start and end date
Here’s the process to create a profile.
add your bio / description
add your profile picture
add your link
Determine content themes. Content themes could include:
behind the scenes content
user generated content
product demo / showcase
educational
culture focused
fun / lighthearted
customer stories
get to know the team
Create a content plan. A content plan includes these elements:
style guide
composition
color palette
fonts
filters
captions
hashtags
Here’s a guide to strategy on Instagram.
key elements
clear vision and strategy
consistent frequency
familiarity with your audience
clear visual style
choose main goals
showcase your products or services
build your community
increase awareness of your brand
showcase your company culture and values
advertise to potential customers
increase brand loyalty
share news and updates
research the demographics
age
gender
location
education
income
best frequency and timing
Instagram advertising offer a seamless experience for users, and Instagram ads appear in a bold linear format for visual inspiration. It’s a great way to drive awareness, increase customers, and share your story amongst a highly engaged audience.
Here are the steps to set up campaigns via the Facebook Ads Manager:
create a business page and profile
set up your ad
placement
feed
stories
determine your budget
publish
You can also set up campaigns via the Instagram app.
Ad formats include:
photo ads
video ads
carousel ads
collection ads
stories ads
Determine the audience and targeting. Targeting options include:
location
demographics
interests
behaviours
The elements of a profile include:
handle
header
profile picture
bio
website URL
birthday
Here are the ideas of content you could post:
post appealing photographs of food
promote deals of the day
acknowledge your customers
spread the news about your local events
share the insights
include your chef
Features include:
create Twitter lists
host a Twitter chat
use Twitter moments
Advertisements involve:
promoted tweets
Twitter ads
Here are two tactics:
build your follower count
ensure your content is shareable
use unique hashtags
create engaging content (giveaways, contests, questions, surveys)
enlist the help of Twitter (social media) influencers
include links to your Twitter profile on your website
interact with your current followers and retweet their content so they’re more likely to do the same for you
drive traffic to your website
add your website URL beneath your bio on your Twitter profile
incorporate links to your website in your tweets
retweet any content that includes direct links to your website and/or blogs other people have shared
embed tweets on your website with a Twitter Timeline
set up Twitter Ads to drive users to a specific landing page on your site
Here are two tips:
implement hashtags
create a hashtag that’s unique to your business so your followers and target audience can easily find you and your content
create relevant and memorable hashtags for other groups of tweets such as ones related to a specific campaign you’re running
use Twitter Analytics to review your most successful hashtags so you can ensure their use in future tweets
don’t overuse hashtags - this may feel and look spammy to your audience (not to mention it isn’t aesthetically pleasing). Also, tweets with more than two hashtags see a 17% decrease in engagement than those with one or two hashtags.
use keyword targeting in your Twitter Ads
search keyword targeting
timeline keyword targeting
Pinterest is a social media platform in which users explore, share, and store visual content they find inspiring, helpful, or entertaining
A profile consists of the following elements:
user name
a short description (no more than 160 characters)
your website URL
the email address that will show up for the public
restaurant phone number
restaurant address
The main features are:
pins
post your menu
boards
recipes
cooking tips
drinks
cocktail recipes
wine pairings
restaurant decor
restaurant design
special of the day
table setting
holiday centrepieces
More features include:
private messages
visual search
Pinterest browser extension
instant ideas
filter your searches
Common terms include:
pin: a pin is a visual bookmark that redirects you to another website if you click on it, often the original source
repin/re-pin: when you save a pin that has been posted by someone else, to your board, it is called repinning
board: a board is a place where you save related pins; they re like folders that let you keep your pins organised on the platform
pinner: Pinterest’s users are often referred to as pinners
follower: when you find a pinner who shares appealing content, you can follow that user
source link: a source link is the website URL that a shared pin links to
likes: similar to most social platforms, like a pin to show your support, and that you endorse it
How to use interest for marketing:
distribute your content
build a community
educate customers
drive website traffic and boost online sales
Tactics include:
enable rich pins
repin popular content to your boards
choose the right categories for your content
use unique images and videos
leverage keywords
add hashtags to your content
share your content on other social networks
follow, engage, and interact with other accounts
use social media best practices
DO’s and DON’TS of Pinterest marketing:
DON’T upload pictures to Pinterest from your computer. This will not link back to your website
DO put them on your website and pin them from your site. Not only does this link people directly to your site, but the more links you have going to your website, the higher your search engine rankings can be.
DON’T pin pictures from your site that have no content on your site. If someone has followed the photo to your website it is because they want to read more about the topic of the photo.
DO provide a visible subscription button to your page. If they like the content they may want to subscribe, you should make this as easy as possible.
DON’T direct people to a sales page (the “add to cart” page) with no product information. Prices, reviews, etc are always good to have immediately.
DO provide easy purchasing directions on your site. If it is confusing, or there are technical problems, customers may be deterred from following through with their purchase.
Snapchat
Snapchat is a visual social media platform where users can share fleeting pictures and videos
Snapchat terminology:
snap: a snap is a picture or video that you send through the app to one or more of your friends; the platform deletes content after the recipient has viewed the snap
stories: stories are snaps that you’d like to share with all your Snapchat friends; stories stay on the app for 24 hours before being deleted
custom stories: custom stories allows you to create stories together with other people from your friends’ list
snapstreak: a snapstreak tracks how many consecutive days you and a friend share snaps
filter: a Snapchat filter is a fun way to jazz up your snaps by adding an overlay or other special effects; filters can change based on special events or holidays, location, or time of day
lenses: lenses are where AR comes into play, by allowing you to add 3D special effects, objects, and characters to your photos or videos
geofilter: geofilters are unique to your current location
snapcode: snap codes are unique QR-style codes that you scan to add friends or access features and content on Snapchat
chat: chat is Snapchat’s version of instant messenger for individual and group chats; messages disappear after they’re viewed
memories: memories are snaps and stories that you can save for viewing later, rather than allowing them to disappear
friends: friends are people you’ve added on Snapchat; you can share snaps, stories, and other content with your friends’ list
discover: discover is a Snapchat seen where brands share stories with the app’s large audience; perfect for businesses, publishers, and content creators looking to increase engagement and build brand awareness
snap map: snap map shows your location and the locations of all of your friends
context cards: context cards use information from Snapchat’s partners to provide additional information about a place mentioned in a snap or allow you to take actions like booking a ride or reserving a table for dinner
bitmoji: a bitmoji is a cartoon avatar that represents you; it allows you to add personality to your profile and account
cameo: Snapchat cameos are animated gifs that you can customise with your face and send to friends
spotlight: Snapchat’s spotlight feature is the place to share video content with a public audience; it allows users to post 60 second videos to the app’s spotlight section; think of spotlight as a place to share your best content int he hope that it goes viral
snapcash: powers by Square, snapcash is a fast, free, and easy way to send money to your friends via the Snapchat app
Screens include:
camera screen: think of the camera screen as your home screen; you can take snaps, send snaps, and navigate to other areas of the app
chat screen: the chat screen is where you’ll find everything that has to do with your friends; here, you can chat with friends, view snaps that they’ve sent you, edit your friend’s list, and make audio and video calls
stories screen: here, you’ll find your stories, your friends’ stories, and stories from brands and creatives int he discover section
memories screen: this feature allows you to revisit snaps and stories from days gone by; you can flick between snaps, stories, camera roll, and private snaps
search screen: here, you can search Snapchat, access games, quickly add friends, and check out what’s currently trending on Snapchat
profile screen: you can find a collection of your Snapchat information on this screen, e.g., your account info, bitmoji, location on the map, story management, and more
map screen: on this screen, there are a few things you can do: my bitmoji, place, and friends
spotlight screen: this screen is the place to find and interact with short viral videos from across the platform
Features include:
Snap
take a picture or video
get creative - using creative tools:
caption
doodle
stickers
scissors
music
link
crop
timer
send your snap
Snapchat Stories
Snapchat Lenses
Snapchat Filters
7 ways to marketing your restaurant:
snap coupons or discount codes
snap your food
encourage customers to snap
limited time specials
snapchat takeover
create a snapchat geofilter for your restaurant
tour your city
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Digibites is a digital agency for Bars, Cafes, and Restaurants. We specialise in digital marketing and creative solutions that will get new customers to your door and keep customers coming back.
Our services include: consulting, online marketing, website design, branding & graphic design. We also provide an online course.