Proven Restaurant Marketing Tips to Help Your Business Gain Traction
Opening a restaurant is one of the most difficult things you can do in the business world.
The to-do list is long before you even open your doors. From smallwares ordering to menu design and permit applications, there’s a lot to achieve.
And of course, the work doesn’t stop once you’re open. That’s where it really picks up.
The restaurant business is fast-paced, time-consuming, and exhausting. But there’s a thrill in it all. You do it because you love it.
But at the end of a long day of service, spending hours on your feet in a hot kitchen, there’s not much energy left for marketing.
And at first, yeah, you might be able to get away with running a business from your personal network. But eventually, your lack of marketing strategy may catch up to you.
It’s a competitive industry. If you want your restaurant to be a local staple or a stop on every visitor’s to-do list, you need to grow awareness of your brand.
The goal of your restaurant launch is to reach a state of traction, driven by consumer demand.
When you’re in this state of growth, things are really taking off. Reservations are booked. Transactions are high. People queue up before you open. You can picture it.
You’ve already put so much hard work into opening your business. Marketing yourself will help sustain these efforts.
Here are three ideas to help get you started.
Boost Your Website Visibility
A restaurant’s website is one of the best investments you can make in your business.
Everyone turns to the internet when they’re looking for something… especially a bite to eat. If you don’t have an online presence, how can you expect them to find you?
Search engine optimization (or SEO) is a strategy to increase website visibility in Google search results. It’s not as intimidating as it may seem.
It really just comes down to using the language that speaks to your target audience.
Incorporating specific keywords into your website text will help Google get to know you. The better understanding it has, the more likely you’ll appear on their search results for related topics.
You know your business inside and out. So you probably have more keyword ideas than you think.
For example: If you own a smoothie shop in the city of Boston, you may want to include long-tail keywords like “smoothies in Boston” or “Boston vegan smoothies” into your website.
Location-based keywords are perfect for a restaurant. You call a place (or several places) home. People will be searching for you specific to these geographic areas. Use the name of your city or town in your website copy so nearby people can find you online.
A copywriter can help you identify which of your keywords are the least competitive and the most valuable for your business. We know how to incorporate the right words to boost your online visibility.
Another easy tip for enhancing your website’s SEO is getting links.
When another website links to yours, Google sees it as a positive endorsement or validation. Links have to be earned - but that’s no problem for you!
If your restaurant has received any local press, request that they add a link to your website in the online article. You can also work with your suppliers and other local business partners to include links to each other on your websites. This will add SEO benefits for the whole network.
The more links, the better!
In the end, your website is a great platform for capturing new customers. If you’re just starting out in the business or have yet to establish strong roots, SEO may be a good approach for you.
Create Community, Online and Offline
Small businesses like yours make up the communities we live in.
But there’s something special about restaurants. They’re a place to gather, celebrate and unwind with the people around you. Food creates memories that last a lifetime.
Restaurants are naturally positioned to be places of community. But serving meals is just one part of the puzzle.
Strong relationships create a solid foundation for every other marketing strategy you attempt.
Connect with people. Be genuine. Engage with them. It will always set you up for success.
You can do this in two different ways: either online or in your restaurant.
Here are some ideas for creating an online community around your brand:
Use food-forward social media platforms like Instagram to showcase what you're all about. Share unique images and remember to engage with others. “Social" media is a two-way street, after all. Get creative, but don’t stress too much about it. If you create content that feels most authentic to you, it will resonate with the people who matter.
Host an online event like a cooking demonstration where a member of your team can showcase their knowledge and guide others. You can do this in a live video on social media platforms like Facebook and Instagram. Take questions from viewers and encourage feedback to make the experience feel interactive.
Join online networks like local Facebook groups or follow Instagram hashtags used by your target audience. Check them and contribute with helpful, genuine conversation. You can also identify local online influencers (like local journalists, bloggers, or business leaders) and connect with them online. They’re worth having in your network for potential publicity opportunities.
Online content is fantastic, but nothing really beats face to face. This past year we’ve had to pivot nearly all communications online, but as business returns to normal, there are many ways to re-engage with your community offline.
Here are some ideas for using your restaurant as a place to build community:
Open up your space for others to use. Your building is an asset that people may find valuable. Invite local musicians to play in your space. Showcase art from local artists on your walls. Offer to host an open mic night sponsored by the nearby university. Don’t live in your restaurant bubble - invite others to join you there.
Attend local events where you can add value and make connections. Donate desserts for a local charity event. Visit the local farmer’s market to do some shopping for the restaurant. Get out there and get to know your community, so they get to know you. Be genuine and they’ll remember you the next time they choose to eat out.
Personally invite others to visit. Contact people of influence when you have something noteworthy happening at the restaurant. It’s hard for people to resist delicious food. Let them know you have a new menu item or offer and then invite them to check it out for themselves. If you throw in a treat on the house, they’ll be there. Then make sure it’s a great experience for them when they arrive. If you leave the right impression, they can help build your reputation in the community.
Send Personalized Email Messaging
Email marketing is one of the best tools you can have for communicating with your customers.
But first, you have to build an email list. If you don’t already have one in place, you can start by adding a call to action on your website for capturing emails.
Offering an opt-in like a coupon is a great way to encourage visitors to share their contact information. If they’re on your website then they’re already interested in you... this just gives them an added incentive.
Once you have an email list, use it. These people have given you an open line of communication with them - they want to hear from you!
Email is a great channel for deepening relationships and staying engaged with current customers. Don’t underestimate current customers - once you have them, keep them!
The most important thing is to make sure your email messaging has value for the reader. What do you want them to do? What can you share that they’ll love?
People want to feel like they’re getting a personal message in their inbox. Make them feel special!
You can choose to send email messages on a regular basis, like a newsletter. But one of the best ways to manage your email marketing is with email sequences.
Email sequences are a series of emails that engage with your customers through different phases. One of the most popular email sequences is the welcome sequence.
This set of automated emails kick off once someone signs up for your email list.
After signing up, your customer will receive an email that welcomes them to your communications. Then, depending on how your email sequence is set up, they may receive between two and four more emails that introduce them to your business. There’s no work necessary on your end once it's set up to be automated.
Welcome sequences help new email sign-ups get to know you. Share the things that are important to your restaurant like your founding story, team members, menu inspiration, or ingredient standards.
The series of emails will snowball to create a unique connection with each member. By the end, they’ll have more motivation to visit you for dinner than they ever have before.
Email writing can be very strategic. Brevity and engaging subject lines are important considerations. A professional copywriter can help you nail your email sequences and other email messaging.
Rooting for You!
I know from my years in food service just how hard you work every day in your restaurant. And I have so much respect for what you do.
You’re already an awesome business owner. You don’t have to also be a professional marketer to make your business boom. Just a few bits of marketing knowledge will help.
And don’t feel like you have to tackle it all at once. You’ll actually be more effective by finding the approach that works best for your business goals and focusing all your precious energy there.
If any of these ideas inspired you, I’m here to help!
My copywriting skills can support your website, social media, and email marketing strategies.