Restaurant Digital Marketing Webinar
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Transcript of Restaurant Digital Marketing Webinar
Restaurant & Bar Digital Marketing
Your Speakers
Claire StandridgeSenior Account Executive
Team Lead
Sara O’BrienAssociate Director,
Marketing
Allison Ammermuller
Account Executive
ANATOMY OF A RESTAURANT WEBSITE
DIGITAL MARKETING STRATEGIES
AGENDARestaurant Digital Marketing Strategy
RESTAURANT WEBSITE DESIGN
QUESTIONS AND ANSWERS
STATE OF THE INDUSTRY
RESTAURANT INDUSTRY OUTLOOKIncreases in reservations online with more people dining out
REVENUE GROWTHFor the 25th year in a row the Canadian Restaurant Industry is expected to grow in 2016.
3.8%ONLINE RESERVATION GROWTHOpenTable Canada has reported that they have now hit 30,000,000 diners seated using their OpenTable reservations
30 Million
INTERNATIONAL VISITORSOne tenth of diners using OpenTable in 2014 were international visitors. 10%EASE OF ONLINE RESERVATIONSRespondents said they would make more restaurant reservations online if it was a more common option.
52%
MULTIDEVICE BEHAVIORCross Device Usage is on the Rise
46%Looked up a restaurant/
hotel/attraction atmy destination
51%Looked up maps
or directions
46%Looked up my
booking or itinerary information
50%Browsed/looked for
destinations to visit or vacation ideas
55%Pricing/discount/
points (net)
Sequential device activities for travel planning/booking (among leisure travelers who use devices for sub-vertical planning or booking and engage in specific activity)
Source: Google Research
Mobile is NowThe Vatican in 2005
Mobile is NowThe Vatican in 2013
2016 Budgeting SpendBudget Recommendations
MARKETING BUDGET4% of total revenue should be allocated to marketing
4%
DIGITAL MARKETING BUDGET75% of total marketing budget should be allocated to digital marketing75%
Restaurant WebsiteDesign
RESTAURANT WEBSITE89% of diners research restaurants online before visiting in person
Standalone Website
Within the Hotel Website
Restaurant Website Formats
STANDALONE WEBSITENICO OSTERIA
http://www.nicoosteria.com/
http://www.pennsviewhotel.com/
WITHIN THE HOTEL WEBSITEPANORAMA AT THE PENNS VIEW HOTEL
PARALLAX WEBSITE DESIGNJORY RESTAURANT AT ALLISON INN & SPA
http://www.theallison.com/jory-restaurant
MOBILE SITE Mobile should never be an afterthought
Poll: How many of you have restaurant website designs or upgrades planned for 2016? a) Yes
b) No
c) Not yet, but we are trying to make it happen
d) Maybe in 2017!
Anatomy of a Restaurant
Website
• Overview/ About• Online Reservations• Menus• Image Gallery• Calendar of Events• Map & Directions• Blog• Social Links
Content:
STRUCTURE OF A WEBSITEThe Anatomy of a Successful Restaurant Website
CLEARLY DISPLAY LOCATIONClearly place restaurant location, hours and menus.
MERCHANDISINGPromo Slides, Special Offer, Marketing Message
Promo Slides
Special Offers and Tiles
Marketing Messages
Restaurant Website Formats
PROFESSIONAL PHOTOGRAPHYThe imagery on a restaurant website is critical to the customer
decision making process
VIDEO CONTENTMake your meals come alive!
Chef Demonstrations
Promotional Reel
Virtual Tour
Types of Video Content
ONLINE RESERVATIONS WIDGETProminently display the ability to Request a Reservation
http://www.harbourhouse.co.za/
PRIVATE DINING REQUEST FORMMake the process seamless.
Get the bare necessities in terms of contact information
Size of party and occasion
Availability calendar
These should accomplish:
CALENDAR OF EVENTSWhat’s happening
USER REVIEWSIncorporate reviews on the website
RESTAURANT BLOGDeliver rich content including current restaurant news, specials and happenings
while providing high SEO value
New Menus including Signature Dishes and Recipes
Awards
Staff Profiles
Special Events
Blogs are great to highlight the following:
Digital Marketing Strategy
SEARCH ENGINE OPTIMIZATION (SEO)Keep Content Fresh and Generate Traffic Via Search
7 – 9 %
Per Google’s mobile-friendliness update
Mobile-Friendly
For higher Quality Index of campaigns and stronger ROIs
Align SEO with SEM / Paid Search
The industry leading tracking platform
Use BrightEdge Tracking
Update local search listings, create fresh content, optimize existing content
Ongoing Strategy
TOP ACTION ITEMS
SEARCH ENGINE OPTIMIZATION (SEO)Keep Content Fresh and Generate Traffic Via Search
7 – 9 %
SEO: LOCAL LISTINGSEnsure Information is Consistent Across the
Internet
Requires on-property verification.Claim Google My Business listing.
Round out the local search presence by covering second-tier listings.
Claim Yahoo! and Bing profiles.
Feed accurate information to search engines’ knowledge graphs by claiming all major directory listings.
Set up directory listings.
GOOGLE MY BUSINESSManage Appearance on Search Engine
Results Pages
2 - 3%
Major search engineRestaurateurs some ability to control how their business shows up on results pages
• Google My Business
Claiming Your ListingThis is handled through the process of claiming, verifying, and optimizing the restaurant’s primary local listingsClaim + verify the restaurant’s local profile via phone or postcard, and update the following elements:• Short description• Address• Hours• Website URL• Menu• Reservations URL
SEO: LOCAL SEARCHEnsure Information is Consistent
Across the Internet
Optimization of Online Citation SourcesLocal citation sources such as online directories help search engines fill in their knowledge gaps
Example Sources and Directories:• DMOZ.org• Citysearch• EZLocal• WhitePages• iGlobal
RESTAURANT LISTINGSRestaurants need to look at all their listing possibilities
11 - 12%
Yelp
TripAdvisor
Zomato (Previously UrbanSpoon)
SEM / PAID SEARCHIncrease Bookings and Revenue From the Search
Engine Results Pages (SERPs).
64 percent of consumers searched for restaurants from their mobile phone
Mobile Strategy
With Geo Targeting you can reach the most qualified audience
Reach Local Potential Guests
RLSA, Affinity Audiences, In-Market, etc.
New Targeting Options
Copy can be designed around events, promotions or new menus
Display Relevant Ad Copy
TOP ACTION ITEMS
Reaches 94% of US internet users & 90% of Global internet users.The Google Display Network reaches millions of websites, news pages, and blogs that partner with Google to display targeted ads.
Targeting Options: Contextual Audience Placement Geographic Retargeting (reach users who have already
visited the property’s website)
GOOGLE DISPLAY NETWORKReach Millions of Websites and Retarget to Users
Who Visited the Restaurant Website.
ONLINE MEDIAIncrease your reach and show ads on food related sites
Mobile Ads
Utilizing websites such as Yelp, Zagat.com, OpenTable or TripAdvisor
Smarter Targeting
TOP ACTION ITEMS
Switch to HTML5
Be shown on all possible touchpoints a person could decide on a restaurant
One Part of Larger Campaign
11 - 12%
EMAIL MARKETINGStay engaged with past guests about new
menus, events, recipes
Responsive Design
1 – 2 promotions, and amobile-friendly landing page
Smaller Screens and Attention Spans
TOP ACTION ITEMS
Vertical scroll, larger text, and thumb-friendly buttons
Video animation or animated GIFAnimated Emails
Holidays, seasons, or local eventsBe Timely
Poll: Which online channel has the most impact for your restaurant?a) Organic Search Listings
b) Paid Search (SEM, GDN)
c) Restaurant Listings (Yelp, Zomato, TripAdvisor)
d) Email Marketing
e) Social Media
ENGAGEMENT ON SOCIAL MEDIADining out at a restaurant is a social experience.
Build a Local Following
Post Photos
Offer Specials
Host Contests
Link to the Website
Stay Engaged
SOCIAL MEDIAReach the right audience
at the right time
2 - 3%
Part of multichannel campaign
First-party data to target usersUtilize Ad Networks
TOP ACTION ITEMS
Based on seasonality and business needs
Use a conservative budget with smarter targeting
Pay-to-play
Organic posts only reach about 2-3% of fans
Promoted Content
An optimized Facebook Fan Page is an important component of a strong online marketing strategy as users will become a fan and engage with the Page to generate viral awareness in the News Feed.
Build reach and awareness.
FACEBOOK FAN PAGEIncrease brand awareness, drive engagement, and
increase Facebook fans.
By customizing the Facebook Fan Page with a custom tab, you can increase brand awareness, target key customer segments, and drive traffic to the hotel website.
Engage customer segments.
Increase viral promotion.
FACEBOOK ADVERTISINGGenerate buzz, engage customer segments,
and drive traffic to the website.
Expand reach.
Age Gender Location Interests Behaviors Custom Audiences Lookalike Audiences
Targeting:
Engage customers and drive traffic.
INSTAGRAM PROFILEBuild brand awareness, drive engagement, and
increase Instagram followers.
SEASONAL MARKETINGContent for what’s around the corner
2 - 3%
Updated Menus
Seasonal Imagery
Special Offers
Poll: Personally on which social media platform would you be most likely to engage with a restaurant?a) Facebook
b) Twitter
c) Instagram
d) Foursquare
e) Google Plus
f) I wouldn’t engage with a restaurant on social media
RECAPThe steps to a successful restaurant digital
marketing strategy
2 - 3%
Get your website in order
Make sure it has all the important components
Optimize your website content for the Search Engines
Participate in paid search and display advertising
Keep restaurant listings up to date
Engage with your guests via social channels
Questions?