How do restaurants do digital marketing?

digital marketing for restaurant

If you’re like most restaurant managers, you got into the restaurant industry because you enjoy building teams and delivering great guest experiences — not because you’re a digital marketing expert. 

In today’s competitive restaurant environment, digital marketing is a basic job requirement. Every little bit you can do to promote your restaurant and get new guests in the door matters. That means you need to consider how your restaurant can engage guests through email, social media, search and more. 

Digital marketing may not be your area of expertise, but with a relatively small investment of your time, you’ll uncover growth potential by reaching new guests through digital media/marketing. Use these tips to get the basics in place and bolster your restaurant’s digital marketing strategy.

1. Balance digital marketing strategy with traditional marketing. 

In today’s technology-heavy consumer landscape, marketing is more than flyers, newspaper ads and radio spots. As many as 46 percent of guests will learn about your restaurant through an online source, such as a website, blog or mobile app. And many of them rely on traditional marketing methods, too. About 31 percent of those guests still research their dining options using print media. Guests also cash in billions of coupons each year. The most effective marketing strategy will use both digital and traditional marketing methods to get the best results. 

For example, if you’re debating the merits of an email newsletter promotion versus a direct mail promotion, don’t assume you need to pick one or the other. Allocate some of your budget to print media and some to digital media to create a campaign that uses both to drive more traffic into your restaurant. Similarly, you can combine social media with in-store promotions, such as asking guests to tweet about their experience to receive a coupon off their next visit, or print cards that promote your next big online gift card sale. 

2. Pay attention to your Google listing.

Whether you created a Google listing for your restaurant or not, it probably pops up as the first entry when a prospective guest searches for your establishment. And since 85 percent of people search for local businesses online before they head out the door for dinner, it’s in your best interest to take ownership of your listing and make sure it has accurate and up-to-date information. 

Here’s how to do it: 

  • Click here click “start now.” 
  • Create a Google Account (or sign in if you already have one).
  • Enter the name of your business.
  • Enter the street address of your business. 
  • Select a business category. 
  • Enter a phone number or website URL for your business.
  • Verify your business immediately, or verify your business at another time by selecting “try a different method.”

Click here for more information about verifying your business on Google

3. Be picky about new trends.

There’s nothing wrong with embracing a particularly timely or newsworthy trend to build on guests’ excitement and bring them into your restaurant. But you should think carefully before making a big investment in new technology or marketing tactics that require a significant commitment if you’re just listening to the hype. If you find yourself investing in any and every new trend, you might be wasting time and money that would be better invested in more long-term campaigns. 

Being picky about trends for your restaurant means there’s no correct answer for whether or not you should design a custom app for your restaurant or simply sign up for meal delivery apps like Grubhub, DoorDash, Diallo Eats or Uber Eats. You just need to make an informed decision based on the demographics and technology habits of your guests, not one based on how many other restaurants are designing apps in 2019. 

It can be challenging to build a career in the restaurant industry and find yourself working on a digital marketing strategy. But if you take time to learn the basics and build your strategy with intention, you may be surprised at the results you can achieve.

If you need help with your restaurant digital marketing strategy get in touch.

How does pay per click work?

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If you have ever noticed the advertisements that appear alongside search results on Google and other search engines, you are already familiar with pay-per-click, or PPC advertising.

What Is Pay-Per-Click Advertising?

PPC is an online advertising model in which advertisers pay each time a user clicks on one of their online ads.

There are different types of PPC ads, but one of the most common types is the paid search ad. These ads appear when people search for things online using a search engine like Google – especially when they are performing commercial searches, meaning that they’re looking for something to buy. This could be anything from a mobile search (someone looking for “pizza near me” on their phone) to a local service search (someone looking for a dentist or a plumber in their area) to someone shopping for a gift (“Mother’s Day flowers”) or a high-end item like enterprise software. All of these searches trigger pay-per-click ads.

In pay-per-click advertising, businesses running ads are only charged when a user actually clicks on their ad, hence the name “pay-per-click.”

Other forms of PPC advertising include display advertising (typically, serving banner ads) and remarketing.

How Does Pay-Per-Click Advertising Work?

In order for ads to appear alongside the results on a search engine (commonly referred to as a Search Engine Results Page, or SERP), advertisers cannot simply pay more to ensure that their ads appear more prominently than their competitor’s ads. Instead, ads are subject to what is known as the Ad Auction, an entirely automated process that Google and other major search engines use to determine the relevance and validity of advertisements that appear on their SERPs.

How Keywords Work in Pay-Per-Click Advertising

As its name implies, the Ad Auction is a bidding system. This means that advertisers must bid on the terms they want to “trigger,” or display, their ads. These terms are known as keywords.

Say, for example, that your business specializes in camping equipment. A user wanting to purchase a new tent, sleeping bag, or portable stove might enter the keyword “camping equipment” into a search engine to find retailers offering these items.

Pay per click advertising example SERP

At the moment the user submits their search query, the search engine performs the complex algorithmic calculations that the Ad Auction is based upon. This determines which ads are displayed, in which order, and by which advertiser.

Since you have to pay for each click on your ads, it’s imperative to only bid on keywords that are relevant to your business, so you can be sure to get ROI from your ad spend. A keyword tool can help you find the right keywords to bid on that are both likely to drive sales or conversions, and are not prohibitively expensive.

Actionable Insight into Your Pay-Per-Click Advertising Campaigns

There you have it! Pay-per-click, explained.

Although the basics of pay-per-click advertising are simple, managing a successful paid search account can be anything but. Many advertisers simply cannot devote the time and effort required to stay abreast of developments to Google AdWords and Bing Ads, and many are missing valuable opportunities to grow their business through PPC.

We can provide insight into actionable data, including:

  • Keywords, including top-performing search terms
  • Negative keywords that can save you money
  • Conversions
  • Ad performance information
  • Bid optimization suggestions

Master Pay-Per-Click Advertising with Business Relauncher

  • Discover new keywords
  • Create logically organized ad groups
  • Identify negative keywords that could be wasting your ad budget
  • Improve your ad copy
  • Create compelling, relevant landing pages

Business Relauncher is a pay-per-click advertising agency that can help you achieve your pay-per-click advertising goals.

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How To Use Google SEO Essential?

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Google SEO Guide

What is SEO? SEO refers to search engine optimization, or the process of optimizing a website in order to make it easy to find via search engines like Google.

So how do you optimize your site content for Google SEO? Let WordStream lead the way!

Google SEO Basics: Keyword Research

Ideally, it’s best to do your keyword research before you start writing content. This lets you know which keywords to focus on in your content. It’s best to use a mixture of broad and long-tail keywords.

Google SEO 101 Guide: On-Page Optimization

After you complete your Google SEO keyword research and have a list of Google SEO keywords you want to target, it’s time to write! Your SEO keywords need to appear in your content – just don’t overdo it or your content will look spammy.

Google SEO Guide Search Results

Place your most valuable keywords in:

  • Body of the text. No brainer, right? Remember not to just use the same keywords over and over again. Add in modifiers (ex. “best”, “top”)and long-tails.
  • Title. Having the keyword in your title will improve your CTR from the SERP. (See our title tag guide for more help with writing SEO-friendly titles.)
  • Subheads. Subheadings/H2 headings are valuable spots for Google SEO keywords.

Your work is not over yet! Don’t forget to add Google SEO keywords into the:

  • Meta title: The meta title appears in search engine results. Use some solid keyword here.
  • Meta description: This description appears below your link in Google. Write an engaging meta description that includes relevant keywords to boost your click-through rate.
  • Image file names/ALT attributes: First of all, include pictures in your Google SEO content! Pictures are attractive and appealing for readers, and Google also likes them. Use the keyword in the file names (e.g., how-to-catch-fish.jpg). Also use the ALT attribute to tell search engines and users what the picture is with a keyword.
  • Anchor text: Link to your new page from several other pages on your site, using your keyword as the anchor text. This makes it easy for Google crawlers to find and rank your page.

Increase visibility to your optimized content by sharing it on social networks and building links to your content. Be sure to create internal and build external links from outside sites. These activities are known as “off-page SEO.”

Need help with your SEO get in touch to speak to someone from our team.