It’s never been more important for Manchester Restaurants to make use of social media marketing to connect with new customers. Social Media marketing plays a very important part in getting the word out about your local restaurant business in 2017.
However, there are so many different parts to a successful social media marketing campaign.
It’s for this reason many restaurant owners in Manchester fail at the first hurdle when it comes to social media marketing. It’s not that social media marketing does not work for your restaurant, but it’s more then likely, that you didn’t execute the marketing strategy successfully.
These are some of the most important elements of a successful social media advertising campaign:
- You need to post regularly – not just once every other week, but preferably at least every other day.
- You should not be over promoting your restaurant business – create a mix of interesting content which your followers will enjoy reading. For example if you provide a gluten free menu why not provide quick and easy recipes for your customers to try at home.
- Images work really well on social media so you need to make sure you are utilising this to it’s maximum. Do you have signature dish? If so, film it being prepared and share it online.
- You content should be of mixed nature and try to involve your local community. Post about local news and developments.
These are some of the free social media marketing strategies you can use to promote your local Manchester restaurant. But, they are just the basics of social media advertising, as the real fun starts with paid advertising.
Before, I head into deeper waters let me explain why Social Media marketing is so important.
Using social media to reach new users is one of the most cost effective marketing strategies in 2017.
For example with Facebook Ads you can determine exactly what type of customer you want to target and get directly into their news feed. Facebook on it’s own is massive, with billions of users world wide. But unlike Google, Facebook collects information about their users and allows your to use this data to your advantage.
Some of the targeting options you have available to you via Social Media Advertising:
- User Age
- User Location
- Relationship Status – single, married, soon to be married and so on.
- Job Titles – maybe you want to target local business owners or bloggers?#
- User Interests such as hobbies and so on.
The list expands even further for more advanced targeting strategies, which is another post in itself.
What I personally like about Social Media advertising is that campaigns can be very cost effective when compared to Google Adwords. You can select your daily budget or even set a amount for the duration of your advert. If the advert is set up correctly then it can cost only pennies per click. This type of cost is much more affordable for small Manchester based restaurants.
Recently MarketingProfs.com did a survey on the effectiveness of Social Media Marketing and this is what they found:
- 78% of Social Media Marketers said they are very satisfied or near satisfied with the value of Facebook Ads.
Facebook users who saw your advert were more likely to search and click through to your website. They also found that Facebook Ads can increase mobile search traffic as much as 6.3%.
- 60% said they have purchased from a business mainly because of seeing the business advertised on Twitter.
- 43% of Twitter users plan to purchase regularly from the businesses they follow.
Other studies have also found that:
- 44% of small and medium businesses use social ads for brand awareness
- 41% of small and medium businesses use social media advertising to increase revenue.
As you can see from the research it would be unwise to ignore social media if you want to grow your Manchester restaurant business.
Now the question comes – How do you Run a successful Social Media Advertising Campaign?
As with most marketing campaigns you need to ask yourself some questions.
- What do you want to achieve from your marketing campaign? These goals need to be specific and should have the facility to measure the results i.e. Return on investment.
- As you will be targeting local customers for your restaurant business it’s important to note where your desired customers are located.
- What will your daily or weekly budget be? You need to be realistic about your budget and look to increase this as your advert starts to build momentum.
- Do you need to invest in professional photos or video? Video is set to replace content marketing in the next few years. Therefore, it’s worth learning how to utilise Video today rather then tomorrow.
Now you have completed your answers to the above questions, it’s time to start building your first advert on your chosen social media platform. Even though each social media platform is slightly different – they do have similar structures when it comes to creating your adverts.
It’s for this reason I will have to give you universal instructions on setting up your first social media advert.
Let’s get started:
- Log into your account
- Locate and click on your “ad manager”
- Follow the step by step instructions provided by the platform of your choice.
In general you will experience the following:
- You will need to select your goal. For example do you want to drive traffic, increase followers or likes, optimise your advert for conversions, or increase brand awareness.
- You will then need to select your target demographics. This section will allow you to choose geographic location, age and gender of your target audience. However, as well as this you will have the option to select interests. For example you may want to target users who have certain hobbies etc. This is a very important step the better you can specify your target, the more personalised your advert will be to them.
- Set your target budget for daily, weekly or life of the ad.
- Now you can set when you want your ad to run – you can include dates as well as times. For example you might want to run a special offer on Friday between 5pm and 11pm.
- Time to upload your advert content. Each platform has different video and image specifications. Therefore, it’s important to read the guidelines before proceeding to design your new advert campaign.
- Before going live with your social media marketing campaign double check everything.
As with any marketing you will need to experiment in order to get the best out of your marketing campaign, so keep this in mind. Don’t give up on the first, second or third go! Keep adjusting your demographics, interests, ad content and images in order to find the best mix. Once you have found what works scale up.
How long should you wait before changing your advert?
I recommend you trial each advert 4 to 6 days and compare the results. Look at clicks, engagement as well as conversations. The more ads you can run the better results you will have to compare. This will help you build a trend on what works and what does not.
Keep at it, and success will follow.
I would like to conclude with few Social Media Marketing Tips and Tricks:
- Social media marketing is no different to traditional advertising when it comes to deigns of the ads. You need to set call to action and be very clear about this. Also everyone loves value – so if you can offer discounts, freebies or something else in return for their time, then this is even better.
- Make sure your images are clear and not cluttered.
- Update your ad every few weeks as it will be shown to the same users. Stale ads don’t get results so, always look to freshen up.
- Look to put the most interesting information at the top as you only have few seconds to catch the users gaze.
- Make sure your ads are relevant to the users you are targeting.
- Use #tags in your ads for extra visibility.
- Always keep mobile users in mind – my recent study on a local Manchester restaurant found that 70% of their customers viewed their advert via a mobile device.
- Analytics will become your best friend therefore, it’s important to review them regular and make adjustments so you are not wasting your money.