Although the title of this article implies it’s specifically for Restaurants, it actually applies to all of you with a Retail Service or Product based business.
I urge you to pay particular attention to #2, #4, #9 and #11.
The 12 Worst Mistakes When Marketing for Restaurants
POSTED WITH PERMISSION
Written by ad originally posted by Kendal Austin in Restaurant Marketing
All too often, restaurants miss opportunities to get their business in front of hungry diners. With growing competition and increasingly demanding consumers, an effective marketing strategy can mean the difference between success and failure.
You put a lot of work into making your restaurant successful. Don’t waste those efforts by making these all-too-common restaurant marketing mistakes.
Once you make your way through the list, Download Toast’s Restaurant Marketing Guide 101 for more restaurant marketing advice.
1. INCONSISTENT BRANDING
Define your restaurant’s brand and stick with it. Use it to be the driver behind marketing messaging and strategy. The restaurant website, social media channels, and any in-store materials should support your unique brand.
If you’re a sustainably-focused fine dining restaurant, build marketing messaging that speaks to where your food comes from and how that creates an excellent experience. Avoid anything that does not appear to support that mission.
2. IGNORING SOCIAL MEDIA
All restaurants should have a social media presence. Just because you are not an avid Facebook user, doesn’t mean it’s not a good fit for your business. Social channels provide an inside look into your restaurant, helping build relationships and stay top-of-mind with guests. Whether your business is on social media or not, you can guarantee your diners are. Take this opportunity to be part of the conversation.
Determine which social media channels are most used by your typical diner and make your business accessible there. Read more restaurant social media best practices.
3. NOT CLAIMING YOUR BUSINESS ON GOOGLE
Google My Business puts your restaurant information on the map, literally. By claiming your business, you can update hours, website, menu, and other crucial data your guests need to know. Google prioritizes these listings and shows them first in search results.
A GMB listing ensures that the most important information (location, phone number, hours, etc) appears immediately when your business is searched online.
You can read more about Google My Business for restaurants here.
This also paves the way to launching targeted local online ads like Google Adwords. Which brings us to the fourth common marketing mistake…
4. REFUSING TO PAY FOR MARKETING
For marketing to make an impact on the success of your business, you’re going to have to allocate funds to support it.
The National Restaurant Association has reported that restaurants typically spend about 3% of monthly revenue on marketing programs.General recommendations typically range from 2 – 10%. Where you spend marketing budget will vary by business type, but many experts are encouraging restaurateurs to focus on digital and mobile marketing – specifically search engine optimization (SEO), Google My Business, and social media.
Read the Entire Article Here
WRITTEN BY: KENDAL AUSTIN
Kendal Austin is the Marketing Manager at Toast responsible for customer and partner programs. After a brief stint in foodservice, Kendal found a passion for marketing technology that solves problems. Her claim to fame: she was a contestant on the Price is Right and lost in the final round.