The best way to market your restaurant and bar or club is through online ads. While the internet has given us a giant pool of opportunities for advertising (and many opportunities that have caused controversy), it’s also opened many doors, too. In fact, according to Paley Research Group, 65% of consumers in the US say they would pay $5 per drink.
These numbers make it clear that there’s still something special about restaurants. But to keep these places alive, how do you get the word out?
While some might think that all of this is easy — if not incredibly difficult — most people find it really hard to even start putting up an ad on Facebook or Google. When I was starting out on my own as a writer, I saw one place online where I could post an ad, no payment needed. If a friend wanted to buy a bottle of wine from me, they just had to type “Wine Shop,” then hit enter, and voila! A listing appeared in front of my name. That’s not bad, and it does allow for me to get to potential customers fast enough. However, it comes at a cost. Here’s how to market your restaurant business online.
Facebook Ads
The first thing you’ll need is an account with Facebook Ads (if you don’t already have one, you can sign up for one for free). You’ll be able to create any types of accounts, including custom pages, lists, groups, or specific interests. There are now over 1.5 billion active Facebook users. If you have an account with them, you can easily sell an ad to those who have a Facebook profile. For example, let’s say I set up an Ad Block Plus business page so that my friends on Facebook are able to see the posts that I run. Now, when someone visits the site, they see a list of all my posts. They can also click on any of them and find out what I offer. As long as I am running an Ad Block Plus account and they have a Facebook profile, they will see my links in AdBlockPlus.com.
Here is an amazing resource called Facebook Ads Manager. It helps you create a brand-new campaign every time:
Make sure that you have the right keywords. Remember that search engines look at things similar to how they work. Think of keywords like “Wine Shop Near Me,” “Wine Shop Restaurants.” Then add your own keyword phrase next to each of those words. This is very helpful.
Make sure your photos are good and clear. Photos should be professional with crisp white background. Don’t forget the light and reflect your brand message. Also make sure that your image is optimized. Make sure that your images use the same font as your website or social media profile. Your text needs to match as well as your brand. It doesn’t seem like a big deal, but it is when it counts. Make sure that you have your ad description. Make sure you include who your target audience is, the date you planned to launch, and the prices. Put your ad description in bold, italics, or bold-italics. Write your descriptions with information on what makes your product unique. Make sure your advertisements look both professionally and appealing to potential buyers (for example, your logo must stand out from the crowd).
Google My Business
After creating your ads, make sure to put them up on google My Business. These pages show up both when you type local businesses and when you type nationally. Once you find your shop on google, you can link your location, description, or other information you want to display there. From there, the business owner can edit that information and put up the ad on their websites.
Google is also very good for generating leads. By using Google searches and seeing your ad space on the top results pages, you can generate leads. Although Google says it wants about 90% of all clicks to come from their site, that percentage varies by region, state, and country. In fact, the states that take advantage of having multiple websites can lead to more sales. Because Google takes into consideration what websites a customer visits, you can use Google My Business to help you create ads that fit your location and promote your products to potential consumers.
Advantages of Social Media Advertising
There are many advantages to using social media ads. One of the biggest benefits is to reach new customers quickly. Just because you posted an ad online, it doesn’t mean everyone else sees it. Some people aren’t looking to buy or are hesitant to buy from others. They’re just curious about what you sell. No matter how little you think about how it looks, people will notice if an advertisement gets placed in front of them. An article published earlier this year stated, “The only companies that will attract more attention on social media are those that use tactics like sponsored content and paid ads to advertise. Companies may create content, but they cannot edit, publish, or promote it. This means brands must take advantage of the value of existing content if they have to compete.”
The second advantage is for your personal brand. Many of us take our personal names and put them on our food sites, or place them on a store name or restaurant name. We think we know who we are and want to sell our personal name to others. We like being known by someone else. Unfortunately, this isn’t always the case. According to research conducted in 2011, 85% of people found content on personal name sites offensive.
The third advantage of using social media ads is that people can trust your brand even more than before. People that are searching online for the company can review your website. It’s a great opportunity for you to showcase your product or service in a positive light. People trust reviews more than anything else. Studies have shown that if a person read a negative article or review on a company’s website, they often avoid trying again or leaving a purchase decision entirely.
Online advertising is the fastest growing part of business. With Facebook and Google constantly pushing new strategies and innovations, consumers will continue to seek out alternatives for buying, dining, and shopping. So, whatever method you decide to use, remember to do your homework. Look into everything you want to advertise. Create great ads, use different platforms, and do thorough research to find something that speaks to your ideal customer. And don’t forget that online advertising can benefit your bottom line, too. Learn more
