You’ve turned around the open sign, flipped on the lights, and customers are starting to trickle in. A trickle isn’t quite what you are looking for. How do you turn that trickle into a flow? Turn to social media. Take the time to get to figure out the type of clientele you wish to attract, and then use the following tools to grow your small business into the town’s most booming establishment.
The first step in building an online presence is to build your website. Remember to make sure that it is user friendly across all platforms from computer to tablet to cell phone. It is important that your website template transitions smoothly to any screen size. Most decisions to grab a bite or drink are made while already out and about. For this reason, having an easy to navigate webpage that pops on smartphone screens will attract customers who are already hungry and running an on the go search.
Remember to keep your website fresh. Customers will continue to visit, if you continue to provide them with new, fresh content. It’s easy to keep your content new and fresh in as little as a couple hours a week. One option is to include a recipe section with a new recipe posted weekly or even monthly. Another idea is to post colourful photos of your cuisine. This can be your most popular dish or the specials you’re running for the week. Most importantly, be consistent. If your website boasts a new recipe every month, then be sure to post on the same day of each month. Loyal customers will learn your schedule and pop in to see what’s new.
Don’t stop there. To grow your community presence, you must grow your online presence, as well. Word of mouth is going to be vital to growing your customer base. Every customer that walks through your door has the potential to grow or hurt your business. Offering great service, delicious foods, or well mixed drinks is the foundation of great reviews. Websites such as Eatability and Urbanspoon offer customers a chance to share their experiences and thoughts on service, quality, and even menu options. It is important that your staff understands the importance of the impressions they leave on your customers.
That’s not all. It is also important that you use social sites that engage your customers. Facebook is a good platform for engaging with your customers. This allows them the opportunity to interact with your business. Don’t use it as just a platform for advertising. Followers will quickly become bored or annoyed with continuous advertisements and will unfollow you. Instead, engage with light humour or offer them the opportunity to vote on the dish of the week. You can offer contests and prizes for your loyal followers.
Twitter is another platform that allows for quick, engaging posts. With a limit of 140 characters, posts must be short, sweet, and to the point. This is a great platform for announcing specials or congratulating winners of contests.
Using keywords and hashtags will drive more traffic to your site. Each of these is a potential customer for your business. Consider what searches your potential customers might search for. What makes your establishment unique? Determine the type of clientele you aim to bring in. Don’t be shy. Post a poll one or more of your social media sites asking your customer base what draws them into your business or what’s their favourite menu item.
With all these platforms, it is important to remember to reply to your audience. The more you interact with them, the more they will remember you. It is important to remember to be professional without being stiff. Humans look for interaction with other humans. If someone posts a review to your Facebook page, don’t just say “Thank you.” Include a personal note. It’s important to also respond to negative reviews. Never become defensive or argumentative. Be apologetic and offer an opportunity to make things right. A bad experience doesn’t have to ruin your business, and how you react will leave a lasting impression far greater than the bad experience.
Bloggers can be a great asset. Research the most influential restaurant bloggers in your area. Contact them with opportunities to blog about your establishment. Some bloggers will offer an opportunity to purchase blog content. Others may be willing to write a free blog post if you offer them a chance to patron your establishment. Bloggers have their own loyal following. Each of these followers is potentially a new customer for your establishment.
Tying it all together is important. Include links on your website to all your online accounts. Some sites will even allow you to put your Facebook or Twitter feed right on your site. This will allow visitors to see a short collection of your posts. If these posts look engaging, visitors are more likely to click the link to follow you regularly for more exciting and fresh content. It is important to keep your social media sites separate. That is, don’t post the exact same content across the board. Those that are following you on multiple platforms don’t want to see you rehashing the same content on each platform. Instead, address each in a new and exciting way.
The fastest way to reach a potential customer’s taste buds is through their eyes. Let your dishes speak for you. As you share pictures of your most popular foods and drinks, so will your customers. How exciting would it be to log in and find #yourbusinessname #bestburgerintown. Now, all their friends want to check out your burger. Encourage your customers to share their experience through imagery and written word. A note at the bottom of a receipt or a small sign near the exit or register with a simple message of “Like us on Facebook” or “We’d love to hear from you. Use #yourbusinessname to tell us how we did.” Customers like to know you want to hear from them and that you value their opinions.
Don’t underestimate the power of sharing. Share your business pages to your personal accounts. Ask friends and family to help spread the word. Ask your loyal followers to retweet or share your posts with their friends. The more shares and likes you get, the more your business will grow. Word of mouth has been the fastest way to grow a business for as long as business has been around. The internet allows us to take those word of mouth results and multiply them exponentially. One last piece of advice; have fun with it.