Though social media is constantly changing – completely new platforms, features, ways to broaden your audience reach – it remains an important tool to connect with current and potential customers. Embracing the change and keeping your posts purposeful can help build your audience and accomplish business objectives.
According to 2018 Fishbowl study comprised of more than 50 independent and multi-unit restaurant clients, nearly half of its respondents increased their year-over-year social media budget in 2018. When creating social posts, provide clear calls-to-action, and don’t be afraid to try launching a paid social campaign across multiple platforms to get the posts in front of more people. See what performs well, and make adjustments along the way.
Here are a few examples of restaurant business goals and social media tactics to help accomplish them:
Goal: Increase brand reputation by winning a “Best of” restaurant contest
Tactic: Conduct an integrated paid social campaign with a “Vote for Us” call-to-action, complete with a “Vote” graphic and tracking links that go to the voting page. Set goals specifying how many impressions you’re looking to garner with your posts; once you’ve hit that number and you analyze what links are generating the most leads, assess next steps. Go for the win!
Goal: Raise awareness for and drive traffic to a new daypart offering or one that’s lagging behind your others
Tactic: If you’re launching a new daypart such as lunch, round up high-quality photos of the relevant dishes you’re proudest of and use them to accompany your social posts (paid and organic). Use tracking links that direct to your reservations portal, and schedule posts to run during the corresponding daypart timeframe.
Goal: Raise awareness for and drive traffic to your new online ordering/delivery platform
Tactic: Create a paid social campaign with an “Order Online” call-to-action. Direct your tracking links to the ordering page. Since there is likely a delivery radius that applies, target exclusively local audiences for your posts and run during active meal times. Test various images to see what people are responding to most, and use that data to inform related social media decisions.