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So the question is, are you a content provider or a service provider?
The lines get blurred when it comes to restaurant marketing.
It is important to be top of mind and be active on your social accounts, review sites, and emails.
But, should you be spending time writing blogs and creating videos?
Nope.
It's not bringing value to your restaurant experience.
With 90% of new guests visiting your restaurant because of a trusted friend or family member's recommendation, your time is best spent making sure that every guest has an amazing experience.
Take 2hrs at the start of your week, plan and schedule your content.
Don't overthink it.
Done is better than perfect.
Take 15min every day, replying to comments and messages.
Less than 4hrs a week, providing consistent touches to your followers and subscribers will go a lot further than spending hours writing a blog post or editing a video that no one will read or watch.
There are many great lessons in this book; this is a favourite.
“Understanding the distinction between service and hospitality has been at the foundation of our success. Service is the technical delivery of a product. Hospitality is how the delivery of that product makes its recipient feel. Service is a monologue—we decide how we want to do things and set our own standards for service. Hospitality, on the other hand, is a dialogue. To be on a guest’s side requires listening to that person with every sense, and following up with a thoughtful, gracious, appropriate response. It takes both great service and great hospitality to rise to the top.”
Before you spend any time or money on your marketing, ensure that you provide hospitality within your restaurant, not just service.
But don't take our word for it; read the book.
SETTING THE TABLE BY DANNY MEYER
Posting to social media is part of a megaphone marketing strategy.
Shouting your message into a crowd through a megaphone and hoping someone out there hears it.
You hope that the algorithm will be kind to your restaurant and show your post to the right people at the right time.
Only 10% of your followers are shown your posts.
When you scream through a megaphone, it needs to be generic and can't make it personalized.
This seems like the opposite of the experience a full-service restaurant is trying to achieve.
Wouldn't you want your digital strategy to reflect the personalized, engaging experience you provide within your restaurant?
Got 60 seconds? Check out the video
You tell your kids this over and over again.
Why don't they get it the first time?
It's not as important to them as it is to you.
So do you give up?
No, you keep reminding them, and one day they surprise you and do it all on their own.
Your guests are the same; they need to be always reminded about your restaurant.
Your emails are not being read by everyone every time.
If you send out a long-form email, AKA a "newsletter," once a month, most people on your list won't open it, and even fewer people won't take the time to read it. It's too much information all at once. Your restaurant is not that important to the guest for them to spend more than 30 seconds reading a message from you.
Try this. (Takes less than 90min once a month.)
Less is more when it comes to content!
More frequent touches keep you top of mind!
Being top of mind increases your restaurant's opportunity for the next dining out experience.
Hang up your Jacket!
The jacket doesn't belong on the floor.
Have you heard about the jacket on the hook?
Jackets, where should they be kept?
Should you need any ideas or help to create and schedule an email, book a free call.
