The restaurant industry is a competitive place – even more so as we begin to emerge from COVID-19 and there is the potential for some kind of return to normal. It’s now more important than ever to have a plan in place to enable you to attract your ideal restaurant customer. This could provide a firm foundation for building a future for your enterprise that may not exist without this kind of customer support. So, how do you do it?
Get to know your customers
There are many different ways to do this – whatever you choose it’s important that you are getting to know the people who spend most often with you and those you’d like to target. You can do this using surveys and interactions online and via tracking on social media or through loyalty programme data. It can also be useful to create buyer personas – these are models of your most frequent guests that you can use to work out how to service them better.
Become familiar with ads
Being able to effectively use ads to reach your ideal restaurant customer is a key skill. Crucial to this is working out which platform you’re going to use to target them (e.g. Facebook or LinkedIn) and what kind of advertising they’re most likely to respond to (e.g. text, images, video).
Upgrade SEO for your website
‘Passing trade’ traffic from online search engines can be incredibly valuable when it comes to attracting customers. 5.6 billion searches are processed every day via Google, for example, and many of these users could be potential customers that wouldn’t have been able to find your business any other way. There are many ways that you can improve SEO to help push your business up the search rankings and increase the chances of attracting new customers. Optimising pages with keywords, posting regular, interesting content and ensuring that you have a website that is simple for search engines to crawl and understand can all make a big difference.
Opt for apps
Increasingly, customers today are coming to dining options via a range of apps and it’s worth considering these as part of your marketing approach. This could be something as simple as a reservation app that provides its own marketing solution for restaurants that are part of its offering. In recent times delivery has become incredibly popular and being listed with delivery services, such as Deliveroo, can help to significantly boost visibility with local customers.
Invest in digital marketing
Online is where many people will come across your business first today – but only if you’ve invested in some solid digital marketing. That could mean working with a digital marketing agency or investing time and resources in this internally. Digital marketing includes a broad spectrum of actions, from maintaining social media profiles to posting blogs and articles.
Attracting your ideal restaurant customer requires a combination of different factors. From getting to know who these people are, to putting actions in place to help you reach them there is plenty that your business can do to start forging new connections.