Restaurants thrive on repeat business. So to attract and retain customers, many business owners are asking: how should restaurants use social media? Your website and social media platforms are powerful tools. Here are 3 quick tips to help you make the most of them.
Tip #1: Add your menu to your restaurant’s Facebook page:
There are 2 big reasons a customer would visit your Facebook business page directly (rather than engaging with your posts in their feed):
To find your menu
To read or leave reviews
New customers want to know what to expect when they dine in with you. They’re looking for menu options, pricing, high quality pictures, and customer reviews of the food and service. Adding a menu to your facebook page makes it easy for customers to see their options ahead of time.
Fortunately, Facebook makes it super easy to give your customers exactly what they’re looking for. You can now upload your menu directly to your Facebook business page.
Step 1: From your business profile, click “About” on the left side of your page.
Step 2: Under More Info, click “Add Menu.”
Step 3: Upload a PDF or high-quality photo of your menu — or click “Link to Website Menu”
Step 4: Once your menu has finished uploading, click “Confirm.”
To make it live on your page, navigate to Settings. Click “Add a Tab,” and beside “Menu,” click the “Add Tab” button.
Keep in mind that you can upload multiple menu files. So if you have separate menus (Lunch, Dinner, Weekend Brunch, etc.), it’s best to upload them as individual files and give them each a short, descriptive title.
Tip #2: Share relevant posts with high-quality images
This tip is twofold:
First, be sure your posts are relevant to your customer. While your long-term goal is to drive sales, your restaurant’s best opportunity lies in repeat business. Your regulars are not following you on Facebook because they’re looking for nonstop discounts, deals, and specials. So don’t blast them with promos every day. Instead, share relevant, interesting content to draw them in and make them feel included.
Second, remember Facebook posts that include images receive 2.3X more engagement than those without images. Facebook is all about engagement — interacting directly with your customers. High quality images of your restaurant’s food, atmosphere, and happy customers will stand out online.
Tip #3: Leverage user-generated content to create a virtual menu on Instagram:
Food and beverage photos are easily some of the most popular content on Instagram. There are more than 320 million posts tagged #food and 36 million images tagged #drinks. So even if you’re not on Instagram yet, there’s a very good chance that your customers are posting about their experience at your restaurant. Use this to your advantage!
To make the most of your social media campaigns, you want to capitalize on the things your customers naturally do.
Since your customers are already sharing #food pictures on Instagram, capitalize on this behavior by coming up with branded hashtags for your menu. Use them consistently and encourage your customers to use them.
According to the Sprout Social Index (2016), 75% of people bought something because they saw it on social media. Of those people, 60.7% need to see 2-4 posts about the company before making a purchase.
By promoting your branded hashtags, customers will promote your restaurant for you to your local audience.
It’s no secret that high quality images and content are an essential piece of social media marketing for restaurants. If you own a restaurant in the greater Charlotte, NC area, don’t try to DIY. Book The Sassy Gourmet for monthly, quarterly, or a-la-carte photography and premium content.