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Semelhante a Digital Marketing For Bars & Restaurants
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Digital Marketing For Bars & Restaurants
- 1. Digital Marketing: Bars & Restaurants Presented by Sarah Razek Founder & CEO of SevenSeven E: Sarah@Sevenseven.com.au P: 0403302440
- 2. Today's Discussion The Current Landscape Key Platforms How are people deciding? What do I need to spend? The Basics: Google Yelp & Tripadvisor Facebook & Instagram Snapchat Other Opportunities Questions
- 5. 87% Of people make their decision based on where to dine or visit based on reviews.* How are people deciding? 52% Of people are influenced by online photos when looking at where to dine.* 80% Of people have made a reservation online.* *https://www.tripadvisor.com/ForRestaurants/r605?mcid=59494
- 6. 47% of the population* Key Social Media Platforms FACEBOOK INSTAGRAM 38% of the population* SNAPCHAT 26% of the population* *https://www.socialmedianews.com.au/social-media-statistics-australia-january-2019/
- 7. Key Search Platforms GOOGLE YELP TRIP ADVISOR 95% of all searches* 7.5% of the population* 12% of the population* *https://www.socialmedianews.com.au/social-media-statistics-australia-january-2019/
- 8. How Much Do I Need To Spend?
- 9. Facebook 23.1% Instagram 23.1% Google 15.4% Snapchat 15.4% Yelp 11.5% Trip Advisor 11.5% Ad Spend: $600 Per Month Total Reach: 14,000 People
- 10. Facebook 23.1% Instagram 23.1% Google 15.4% Snapchat 15.4% Yelp 11.5% Trip Advisor 11.5% Ad Spend: $1,200 Per Month Total Reach: 24,000 People
- 12. THE BASICS: GOOGLE Google My Business: This is how you set up your business listing with your contact information and also reply to reviews.
- 13. THE BASICS: GOOGLE Always reply to both positive & negative reviews Report spam reviews Google My Business: Reviews
- 14. THE BASICS: GOOGLE SEO: SEO stands for “search engine optimization.” It is the process of getting traffic from the “free,” “organic,” “editorial” or “natural” search results on search engines.
- 15. THE BASICS: GOOGLE SEM: Paid advertisements to appear above any SEO.
- 16. THE BASICS: GOOGLE Google Maps: Advertising within Google Maps
- 17. THE BASICS: YELP & TRIPADVISOR
- 18. THE BASICS: YELP & TRIPADVISOR Very similar to Google Search & Review based Lots of opportunity to advertise Again, reply to all reviews good or bad
- 20. THE BASICS: FACEBOOK & INSTAGRAM
- 21. THE BASICS: FACEBOOK & INSTAGRAM Is your company information filled out in the “About” section? Have you added a cover photo and profile picture? Is your Instagram Account attached to your Facebook Page? Have you set up your Instagram Account for your business? Have you set up your ad account? Facebook & Instagram Page Setup:
- 22. The Grid: Not so good Good THE BASICS: FACEBOOK & INSTAGRAM
- 23. THE BASICS: FACEBOOK & INSTAGRAM Solve for a business objective Design the campaign to resolve a specific business challenge and not to drive social or engagement objectives. Personalized creative Harness the unique power of FB targeting and Insights to make the campaign sharply relevant but still reach large audiences of the right people. Create mobile first Design mobile first, with your target’s mobile mindset and behaviors in mind as well as the unique creative canvas that Facebook mobile offers (perhaps it’s feature phone creative that’s needed). Measure to test and learn Evaluate the business impact of the campaign vs. using social measures such as likes, comments and shares. THE PERFECT CAMPAIGN
- 24. THE BASICS: FACEBOOK & INSTAGRAM Optimal targeting If you are segmenting your audience for personalized creative, ensure your overall reach is meaningful. Make sure micro-targeting doesn’t hurt your reach potential for quality conversions. Supporting Direct Mail Consider how you can leverage custom audiences to retarget users online to pair with your direct mail efforts, and increase your reach by leveraging lookalike audiences from those custom audiences. Sequential storytelling Use sequencing creative to your high value audiences to drive customers down the path to purchase Competitor response Leverage Facebook to respond quickly to your competitors Instagram Extend your campaign onto Instagram stories? THE PERFECT CAMPAIGN
- 25. THE BASICS: FACEBOOK & INSTAGRAM Build brand benefit and equity Does the ad clearly communicate and/or dramatize a brand benefit? Catches attention Does the ad make me stop within the first 3 seconds? Is it unique, graphic, impactful, beautiful, surprising and/or does it stand out in the context of my feed? Does the image or video fill the screen and create maximum impact with a 1:1 aspect ratio? Simple Is the ad light, snackable, and easily digestible for my on-the-go Facebook mobile mindset? Do I get the point from just the image or does it require I read more or go off Facebook to another site? Is it edited for a fast-paced mobile mentality? Use recognizable assets Is the visual identity and point of view so unique and recognizable that I can immediately associate it with the brand? Is the message memorable? Can I recognize it as part of a larger campaign in other media? THE PERFECT CAMPAIGN - CHECKLIST
- 26. THE BASICS: FACEBOOK & INSTAGRAM Connection Does it make me smile, laugh, think or learn something? Does reading the text add new information or just repeat it? Single Image Content Does the image fill the screen and create maximum impact with 1:1 aspect ratio? Is there a clear focal point? Is the camera pointed at what the brand is trying to call attention to? Are logos, make, model and/or feature visible? Is the image artfully shot, styled, lit, framed and/or composed? Carousel Does the first image work on its own? Are all the images closely related in look and feel so they work well together? Is there a reward for scrolling through all images? Is the CTA button leading to a relevant asset or lead gen form? Do the images have to be separate or can they be united into a single panoramic image or pairs of images to create more interest? THE PERFECT CAMPAIGN - CHECKLIST
- 27. THE BASICS: FACEBOOK & INSTAGRAM CREATING MOMENTUM FOR EVENTS
- 29. Use the same formula to create a campaign as on FB & Instagram Lots of opportunity to advertise - often at a lower cost 75% of Snapchat Users are under 30 Years Old* THE BASICS: SNAPCHAT *https://www.socialmedianews.com.au/social-media-statistics-australia-january-2019/t
- 30. OTHER DIGITAL MARKETING OPPORTUNITIES Influencer marketing Social competitions to grow following e.g be in the running to win free entry or a meal if you tag a friend in the post. Weekly EDM's to your database Digital Loyalty Cards Make sure your website has best practice covered withclear details about your menu & events. Add a booking/ticket buying system to your website such as opentable or eventbrite