- Social Media Marketing: Gastronomy
Social media marketing for gastronomy
What is social media marketing?
When a company uses social media in a targeted and market-oriented way for corporate communication, this is called social media marketing. The main goals of social media marketing are customer loyalty on the one hand and making potential new customers aware of one's own brand on the other.
The popularity of platforms such as Facebook, Twitter, Instagram & Co. quickly illustrates the potential that social networks also have for the catering industry: Around 80 percent of Germans actively use social media (as of 2021).1 For gastronomy businesses, this offers a great opportunity for direct interaction with their target group - from small cafés to large restaurant chains. An important success factor of social media marketing is the interaction rate. It is given as a percentage and reveals how often users interact with the content offered on a social media profile or website. The higher the interaction rate, the more successful the marketing strategy on the channels used! We show you how to achieve your marketing goals on social media.
How successful is my restaurant in social media?
Advantages of social media marketing in gastronomy
Today, effective online marketing on Facebook, Twitter and other platforms is a real success factor for almost every business. The gastronomy industry is no exception. After all, digital marketing functions reach your customers exactly where they are. Interestingly packaged social media content is not perceived as annoying advertising, but ideally as appetising inspiration that whets the appetite for the next restaurant visit.
Customer loyalty through interaction
One of the great strengths of social networks is interaction! Unlike outdoor advertising, television or radio, social networks enable direct exchange - via likes, comments or sharing posts. Users who receive a direct response from their favourite delivery service feel valued and taken seriously. In this way, a good digital marketing strategy contributes strongly to customer loyalty. Especially in Corona times, the dialogue with regulars and potential new customers has become even more important. Keep your guests informed about opening hours, your hygiene concept and possible take-away offers.
Low cost - high impact
Creating and using a business profile is completely free on most social media channels and video platforms. With regular maintenance, your profile will quickly build strong customer loyalty and increase your visibility. In this way, social media marketing brings you much closer to your business goals - and with relatively little effort.
8 tips for your social media marketing strategy
Tip 1: Establish brand reference
Your marketing strategy focuses on your business and your brand. Create content in line with your corporate identity - for example, with characteristic wording. Are you active on image or video platforms such as Instagram or YouTube? Then use your corporate design here as well to create a high recognition value for your brand. An appealing image sets you apart from the competition and gets you higher interaction rates.
However, social media marketing would hardly be "social" if your brand did not interact with other profiles and posts. Link your posts and your company profile, for example, by using appropriate hashtags and coining your own unique hashtag for your brand. By making connections in different directions, you position yourself among other brands, locations, food blogs, local initiatives and subject areas that you want your target audience to associate you with. Making your brand visible and powerful on social media is a key success factor in social media marketing.
To make this strategy work, you can also create ideal conditions in the analogue world. For example, individualised napkins and take-away packaging ensure that your brand automatically stands out in your guests' photos. Beautifully presented dishes, appetising drinks and an appealing ambience will also motivate your guests to diligently take photos and share them on social media. You should also not underestimate the effect of light: Here, a cosy atmosphere can be created with little effort. Especially in autumn and at Christmas, candlelight provides cosy warmth - a welcome contrast to the wind and weather outside.
Tip 2: Do search engine optimisation
Search engine optimisation (SEO) plays a major role in all online marketing. The aim here is to ensure that Google and other search engines find your local website, but also your profiles in social networks, as quickly and easily as possible. Typical features of search engine optimised pages are short loading times, the use of certain keywords, but also links between social media profile and website.
The following applies: search engine optimisation is always an improvement for users. After all, search engine optimisation makes your content easier to find and more accessible. Your articles climb up the search results pages and ideally become the first address for your target group.
Tip 3: Offer contact options
Some social media platforms, such as Instagram, allow you to explicitly mark a profile as a business profile. To do this, you usually have to provide a business address - especially for catering businesses with on-site service, this is a good idea anyway.
An email address and telephone number can also be stored. The added value: By opening up additional contact channels, you simplify the process of contacting your establishment. In this way, digital gastronomy marketing also simplifies your day-to-day business: use online reservations and comment fields to catch guests who don't have time or feel like making a phone call.
Tip 4: Create content with added value
The choice of topics and the timing of your posts are particularly important for success in social media. It is best to create regular editorial plans so that your profiles are continuously fed with new content and remain relevant.
Users want to see relevant content, which is why you should not neglect the choice of topics when creating the editorial plan. It's about matching the quality and quantity of your posts so that your company image benefits. If your posts are trivial or uninteresting, less interaction takes place and the interaction rate drops. In the long run, you will lose reach and be overtaken by your competitors.
Invite interaction in an appealing way. Surveys and competitions are particularly suitable for this, especially if they are attractive and humorous.
News on the menu, offers or tips and tricks on the topic of nutrition also have an added value for users, as they can learn new things and inform themselves here.
Ideally, every post you make will have added value - because generic wisdom and inspirational quotes are everywhere on the social networks. Interesting trend products and interesting facts from the gastronomy industry and the food trade also go down well with interested users.
Tip 5: Credibility through authenticity
"The best fries in town!" It's clear that we're more likely to believe such a claim if it comes from a real person rather than, say, an advertising poster. On digital channels, your guests share their culinary experiences with friends and followers, thus raising the profile of the restaurant they visit. Many users love to take photos of tasty food and drinks or even the convivial round at the table and share them on social networks.
Remember, a key advantage of social media marketing is the closeness that restaurateurs can build with their regulars and potential new customers. So one of the main goals of your marketing strategy should be to stay close and credible. If your guests no longer perceive you as authentic, your profile will soon appear less likeable. Here it is important to use the potential of social networks with credible content for corporate communication.
If you want to take your social media marketing strategy to a whole new level, working with influencers is also a good idea. By working with the right influencers, you can reach different niche and special interest groups - for example, cocktail or barbecue enthusiasts. Their high profile and proximity to users ensure that recommendations from influencers are particularly well received by followers.
Tip 6: Interact with (potential) guests
Anyone who writes a comment or asks a question on digital platforms naturally wants an answer. Even more so if the addressee is a company profile. By responding to regulars and interested parties, you convey commitment and reliability. Often, critical commentators can be reconciled if you take note of their opinion and reply in a friendly manner.
Of course, you do not have to respond to every kind of criticism. If a user violates netiquette or even becomes insulting, you can rightfully terminate the communication and, in serious cases, even exclude said user from the comment function.
Another effective form of customer loyalty: Share photos and videos that your guests post in connection with your restaurant. The posts automatically act as testimonials for new guests, while the users behind the post are happy about your likes, comments and sharing.
Tip 7: Use videos
Seeing is good. Seeing and hearing is better! In the colourful world of social media channels, moving images automatically attract more attention than text or photos - and also have a positive effect on the number of users on your channels. Whether as an advertising intermezzo on video platforms or posting on your own channel: "Live" and in colour, food and drinks simply look even more tempting. With the right background music to go with the video, your content will be even better received by your customers.
You can also set the mood for your interior with video content. For example, you can post shots of the idyllic outdoor area or capture the warm ambience near the fireplace to match the season. When it comes to mood and inspiration, videos can simply do more!
Tip 8: Stay up to date
To ensure that your channel is regularly supplied with new content and that you achieve your marketing goals, it is best to create an editorial plan. An added value of fixed editorial plans is that you always offer interested users the opportunity to interact with your brand with new content. In this way, you maintain a certain interaction rate at all times. The interaction rate in turn ensures a higher reach - the algorithms in the social networks assess your profile as relevant and make you visible to more and more interested users. In this way, you develop an up-to-date corporate image with its finger on the pulse.
If, on the other hand, you don't post for a long time, your target group may consider you inactive. In the worst case, users will assume that your restaurant is closed or even no longer exists. Traffic and interactions with your channel decrease and your business loses visibility. To prevent this from happening, editorial plans should be an integral part of your digital marketing strategy. Want some inspiration? For example, inform users regularly about new dishes and trendy products. This way you create real added value (see above) and also show that your business is active.
Do you have any questions?
Do you have any questions about Duni, our products or would you like to place an order? Write to us - we will be happy to help you!
Social media marketing: cheap and effective
Young-run snack bars, cafés and restaurants in particular have long since recognised the potential of social media marketing. With ingenuity, precise knowledge of their target group and often with a lot of humour, some of them were able to quickly establish themselves as hip insider tips. In the meantime, however, target groups in other age groups are also active on the digital platforms - and choose the location for the next business or family dinner based on pictures, recommendations and ratings.
With commitment and, if necessary, a little training time, you can open up new target groups for your restaurant without major investment and keep your clientele up to date on the latest developments. In this way, you can expand your brand awareness and continuously attract interested new customers. An absolutely sensible addition to your digital marketing strategy - not only in times of pandemic.
FAQ on social media marketing in gastronomy
What is important for successful social media marketing in gastronomy?
For your social media marketing to be successful as a restaurateur, you should seek interaction with your clientele. Responding to comments strengthens the bond with your brand. The more intense the exchange in the form of likes, comments and shared content, the more your reach and awareness will grow. Ideally, this is reflected in higher user numbers. Search engine optimisation (SEO) also serves the same purpose, which you should consider in all your measures. You should also publish authentic and up-to-date content on social media. This ensures credibility and offers your (potential) customers real added value.