The purpose of content marketing is to attract, acquire, engage and thus, keep restaurant customers. (tweet this) Content marketing is the process through which you create and distribute relevant and valuable information to your restaurant’s current and potential diners.
Content marketing done correctly engages your audience and provides them with something of value so later on they’ll remember you for it.
Content marketing is brand marketing. When you develop a content marketing strategy you support your restaurant brand’s message by creating and sharing relevant content. In 2014, more than 93% of marketers used content marketing in their marketing strategy. If you don’t have a content marketing strategy, it’s time to develop one.
With content marketing, you cultivate relationships with your guests and become a trusted resource. (tweet this) This inspires their loyalty. Your restaurant then becomes more than a logo and some emailed coupons. In this post, we’ll discuss a content marketing strategy for restaurants. Follow this easy plan, and you’ll inspire customer loyalty all year long.
Your strategy is to build relationships with your guests by being a resource for them. You want to drive traffic to your restaurant and your website. Identify your target audience and write for them.
If this sounds daunting, start small and build your calendar one month at a time. Design your content around holidays, the seasons and events. Make sure to share the calendar with your restaurant staff so they are in the loop. Set up your calendar so the information is spread across your blog, website, email news and social media.
On your calendar, outline your content. You’ll want to cross-promote across your various avenues. Create a unified look so your brand is easily recognizable. Consider adding your restaurant’s logo to your images.
Be authentic and exciting. Use a combination of text, images and video. Boring content isn’t captivating, so be creative.
You don’t have to “recreate the wheel” for each avenue. Use television commercials on YouTube. Link to your blog content on social media and through your email news. Spruce up old images by adding them to new content.
Use important keywords. If you are linking back to your website, use the same keywords in your content as you do on your webpage. Be consistent.
Make sure you optimize your images by always including alt tags. Alt tags serve as alternate text to describe the image when the image is not available to be displayed. You’ll also want to optimize your title tag. These tags are imbedded in your image source code. Reduce your image file size for fast-loading web pages.
You don’t have to create all your content, but you should oversee it at least in the beginning. What’s most important is assigning a person the task of content management and giving them ownership. If you don’t, you risk not seeing your content marketing strategy through. Be consistent and maintain a regular schedule.
Ensure your content marketing is trackable. Get feedback from your audience. Consistently monitor your progress. Adjust your tactics. Give your strategies time to work, and be realistic in your expectations.
Now that we’ve talked about how to set up your content marketing strategy, let’s discuss some exciting ways to spread your content and increase your restaurant’s business.
Your restaurant’s blog is the cornerstone of your content marketing strategy. If you have a website with a blog that’s sitting dormant, decide today that you’ll start filling it up. If you don’t have a blog, get one – today.
You can cross promote and link to all of your photos, videos and content on your blog, website and social media accounts. All of those links to and from your website bode well for you in Google search.
What can you blog about? The ideas are endless, but here are a few to get you started:
Several years ago this meant hiring a videographer. Today this means pulling out your smartphone or tablet and getting creative. Post your videos on your website, social media and YouTube – the third largest search engine in the world. Plus, Google values YouTube content. Cross promotion is key.
Need some video ideas?
Using your blog, Facebook, Instagram and even Pinterest, do your own spin on TBT (Throw Back Thursday). How about a “This Week at…” post. Here you can use images or video and text to highlight a featured weekend menu item every Friday. Use music and give the menu item its own voice. Creativity is key.
This one might sound difficult, but once you’ve done one, you can use the same format each week.
Pick an employee to feature on a regular basis. Showcase their hidden talents, do a Q/A on your blog and add fun pictures. How about a 15-second Instagram video?
You could also dedicate a Pinterest board to your employees and feature their favorite foods, recipes, etc. Cross promote on your blog and other social media.
Your content marketing strategy isn’t about posting the same content all over the web. It’s about building relationships and using appropriate content in each medium. Consider the gardening video mentioned above:
You’ve now used each of your marketing channels in a relevant way to engage with each of your unique audiences with the same general theme.
If you don’t have a blog on your restaurant’s website, we’d love to help. Contact us for your complimentary consultation, and we can set up your website and blog to help you begin your content marketing strategy today.