Content Marketing for Restaurants – Effective Ideas to Outsmart Your Competition in 2020
Content marketing for restaurants (when applied correctly) will help attract, engage, and retain customers. The core idea of content marketing for restaurants is to create and distribute relevant content that will help boost your restaurant’s outreach and brand value.
When it comes to the food-based industry, customers expect restaurants to have online presence. Restaurants need to provide informational content to the customers without being pushy or salesy. Thus, it is important to strategize and balance the restaurant content marketing strategy.
In this article, we’ll be telling you about some of the best content marketing ideas for restaurants that will help you reach out to a wider audience, thereby increasing your sales and revenue.
Content Marketing for Restaurants: Starters
Smart marketers understand the importance of content in the F&B industry. To effectively use content marketing, one has to stay abreast of the trends and demands of the market. To make the most out of content marketing, one needs to understand the fundamental meaning of it, and utilize it as per their brand’s immediate and long-term goals.
Generally speaking, everything that you put into your website, blogs, and/or social media platforms is content. When it comes to restaurants, content mostly revolves around images, videos, and of course words. When you start planning the content strategy for your restaurant business, you need to consider two things –
- The platforms you will be using. Spend some time to figure out which types of content marketing will work best for you. Learn about the different types of content.
- The type of business you run (B2B or B2C). A successful content marketing strategy starts with categorizing who you want to target as a business. Read more about the basic differences between B2B and B2C Content Marketing.
Content marketing for restaurants isn’t about creating promos, flyers, or tons of advertisements. Instead, it is about offering valuable information that persuades your target users to engage with the content. Not only does content help in engaging users, but it also helps generate more traffic, strengthen your brand identity, and stand out from the competition.
The bottom-line is that like any other marketing tool, you should also use content that is tailored for your target audience and distributed on relevant platforms. For instance, the content you share for a teenager and a house-wife will be totally different in terms of tone and visualization.
Thus, to build an effective content marketing strategy for restaurants, here are 3 crucial steps to get started –
For a successful campaign, one needs an effective strategy. Everything has a strategy (even if it can’t be seen upfront). For example, when you buy the grocery for your eatery, you have a plan…a strategy, right? Thus, your content also needs a strategy, or it will not yield results as expected.
On average, restaurant content marketing costs about 62% less and usually results in about 3 times more customers than traditional forms of restaurant marketing.Lyfe Marketing
When you prepare your menu, you put time deciding which ingredients will go and which won’t. This is same with the content that you will be posting on the Internet. Before you start posting, it is crucial that you have a clear understanding of your audience and the existing competition. You don’t want to publish irrelevant blogs and images, but only relevant content so users engage with it.
There are four things that you need to deeply consider at this stage. These are –
- Target – define the buyer persona, the verbatim and tone of your content, the color palette, and frequency of publication.
- Tools – decide the editorial plan, the platforms you will be using, and select the required tools to make the process easy.
- Tactics – paid media ads, involving influencers, viral marketing, email and Messenger campaigns.
- Media – select the platforms that will be a part of your strategy (website, blog, social media, etc.)
Creating the Content
In this step, you need to list definitive answers to the most-important pillars of your content marketing for restaurants. We call it The Five W’s – who, what, where, when, why.
- Who – your target audience.
- What – the type of content.
- Where – the platforms.
- When – the frequency of publishing.
- Why – the end goal.
The point is that you can’t create generic content and expect to increase leads and sales. You need to create and share content that capitalizes on your audience’s taste buds (just like the awesome food of your restaurant). Here are some things that you can do to carve your identity in today’s neck-to-neck competition –
- Storytelling – publish compelling content that enhances the target audience’s perspective about your restaurant.
- Authenticity – be honest with your prospects. Do not create false expectations as this can result in huge problems.
- Vision – your restaurant is your storefront. Discuss the events and culture to offer prospects a different vibe.
- Social – don’t just publish and watch. Actively participate in discussions and forums on social platforms.
- Visualization – images and videos are very important for restaurant content marketing. Use them abundantly (yet wisely).
Track, Measure, and Adapt
The final piece of the puzzle is to effectively track and measure how your content is performing. This is also known as the monitoring phase. It is important to understand how your content is performing across the Internet. Use Analytical tools to understand which posts perform better.
Once you start tracking and measuring performance, it gets easier for you to adapt your content marketing strategy to meet the trends and buyer’s needs.
Now, that you have a clear idea of how to go about building a content marketing strategy for restaurants, let us tell you more about some tried and tested content marketing ideas for restaurants.
Content Marketing for Restaurants: The Main Course
There are dozens of ideas to test in this niche, but we don’t want you to be over-burdened. The blog for your restaurant is the core of your content marketing strategy. If you have a website with a non-existent blog, make sure you start filling it.
The best part about having an active blog is that you can use it to cross-post on various platforms. You can also use it to re-market existing content. All of these links that you earn through various mediums will help increase your website’s visibility on the search engines.
Now, comes the main question – what should I blog about? Worry not, we got you covered.
Blog Topics for Restaurants
Here are some trending ideas that you can use to create content for your restaurant business –
- Recipes & Ingredients
- Dining Tips
- Keto, Paleo, and Organic Food
- Chef Interviews
- Food Stories (for local cuisines and events)
- and much more (the possibilities are endless)
Images and Graphics
The F&B industry relies on visuals. You can use images and rich media graphics to promote your content and restaurant while telling a story. These can be images of your restaurant’s food, local and traditional cuisines, etc. Instagram is a hot-spot for image-based content, and your restaurant can drive huge leads and sales by capitalizing on images and graphics.
People love videos. And, when it comes to content marketing for restaurants, video content is the trump card. Post videos of your kitchen, chefs preparing meals, customer feedback, etc. This helps increase the trust score as well as lets potential customers know about your restaurant’s culture and ethics.
Normally, buyers love to see behind the scenes videos. In restaurant content marketing, you can record (or share live) videos of your chef and the kitchen crew preparing meals. Videos are a great opportunity to humanize your restaurant and show that you have a team of happy workers who do their best for their customers ‘ benefit.
Showcase Your Customers
Presenting regular customers is another way to make your restaurant look warmer and more comfortable to talk about the human side of your business. Adding social proof to your content without making it look too pushy or fake is an excellent technique.
Be a Part of Community Events
Content marketing is a great addition to community events promotion. The ultimate goal of your content marketing strategy for restaurants is to attract more consumers to the restaurant, so to fulfill your goals you should combine offline and online activities.
You may attend community events or even host some of the local activities, while in effect this will give you ideas for creating fresh content. This will not only motivate wider audiences, but will also encourage local people to try the platform in the near future.
Content Marketing for Restaurants: The Dessert
Quick check – you have learnt about the strategy, the various types of content marketing tactics. What remains is the final piece…Here, instead of telling you what to do, we will focus on what not to do as a part of your content marketing for restaurants.
First, you shouldn’t be blasting out heaps of emails to your prospects. No one likes to be bombarded with promotional emails. Plus, if you do that, your emails will probably find recluse in the Spam/Junk folder. Instead, make use of Facebook Messenger as it much more personalized than email and has a higher open-rate.
Most importantly, do not just stick to creating and publishing content. Instead, try sharing niche content published by influencers and other important persons within the industry. This helps underline the fact that your restaurant is aware of the trends and is an active part of the community.
Content Marketing for restaurants is a great way that guarantees higher leads and sales. All you need to do is build a strategy that is flexible and caters to your prospects. Keep monitoring the performance of your content over a period of time, and you’ll be able to attract more customers for your business.
We hope that the ideas in this article will help you promote your business online. If you need professional guidance, feel free to sneak a peek at our Content Marketing Services.
Are you ready to drive more sales through restaurant content marketing? Let us know in the comments.