Four Ways to Market Your Restaurant with Data
Having data makes it easy to create an effective restaurant marketing strategy.
In our digital age, it is easier than ever to collect customer data, responsibly. With this data, you can create digital marketing campaigns that reach your existing customers on the social platforms they’re already using, or build audiences to find new ones like to purchase. Customer data is incredibly powerful — that’s why aggregators lock it away from restaurants owners.
Here are 4 ways to market your restaurant with data:
- Email campaigns
- SMS/WhatsApp campaigns
- Social media advertisements
- Google advertisements
What do we mean by 'data'?
Data is a major buzzword. We hear all about data. Experts talk about collecting data, and they interpret data for us. They tell us that our marketing should be data-driven.
But as a restaurant owner, you are focused on providing great food and excellent customer service. That leaves you little time to explore the world of data and statistics. You may find yourself wondering how you can collect data about your customers and use it so that you can create a restaurant marketing strategy.
Why do I need data to market my restaurant?
Let’s first look at why we need data. When you own a restaurant, as with any industry, where do you get customers? Well, you have to advertise. Advertising costs money, and when done incorrectly, it will cut into your profits rather than giving you a positive return on your investment. But how do you know where to focus your efforts and how to appropriately spend your marketing budget?
This is exactly why you need data. We are specifically talking about quantitative results. This is the result of collecting and analyzing raw information and reducing it to actionable insights. Once you have these numbers you can compare them and find relationships between them. Then you can use those relationships to your advantage.
There are several reasons why a marketing campaign fails. Most of them boil down to not having a clear picture of your customer. Having data allows you to do three main things: it helps you to correctly identify your customers, locate your customers, and evaluate which marketing efforts your customers react to.
When you evaluate data, you can get to know your customers. You can look at things such as demographics. Are most of your customers men or women? Do they have families? What products are they attracted to? What time of day are they making purchases? Are they purchasing lunch while at the office? Are they picking up take away on the way home after work? Do they prefer dining in, take away, or delivery? These bits of information can help you to get a clear picture of who would be receptive to your marketing efforts. And it will lead you to draw further conclusions to help you make wise decisions for your restaurant advertising.
Data also lets you see where your customers are located, both geographically as well as when they are online. Are they located in specific neighborhoods or sections of your city? Are they located in commercial areas? What social media platforms do they use? Are they more active on Facebook or Instagram? Are they on Google searching for restaurants? When you have this information, you won’t spend your precious budget on a certain location only to find that your customers aren’t there.
And finally, when looking at the data, you can evaluate the effectiveness of your marketing efforts. In order to find the most effective marketing techniques, you test different types of advertisements with different combinations of copy and visuals. When you have collected data from the different campaigns, you can easily see which campaigns are converting and which content is getting attention. At this point it is easy to make decisions about where to focus your efforts to promote your restaurant.
What can I do with the data?
Once you have collected data and you have a better understanding of your customers, what can you do with it? Now, it is time to create marketing campaigns to promote your restaurant. There are a few different ways that you can do this. The most common ways to advertise are with emails, SMS or WhatsApp messages, and targeted social media and search engine advertisements.
Automatic reactivation email campaigns
These are excellent long-term strategies. This involves using your email list to build relationships with customers to increase sales. It can be a single email on occasion to announce special deals, or it can be a series of carefully crafted emails sent out over time. This can actually be more effective than simply organic social media marketing. Because social media algorithms are always changing, you can find yourself at the mercy of the platform when it comes to organic reach. Having your customers’ email addresses circumvents this fickle process because it offers you a way to contact them directly.
Another option is to take a similar approach using SMS messages or to contact them via WhatsApp. These are especially effective because, while an email might go unopened, text messages are almost always opened. We’ve found that our partners average a 98% open rate with this channel — unheard of!
SMS and WhatsApp messages are a little different than email. While email is used to build long-term relationships, typically these types of messages are time sensitive, like a lunch reminder or a flash deal, for example.
Social Media advertisements
Another effective way to advertise is to create specifically targeted advertisements for social media platforms like Facebook and Instagram. These platforms use what’s called a Pixel to track customer interactions with specific content. Using what you know about your customers, you can set up your advertisements to target specific types of users and audiences.
It works the same way when using targeted ads on Google, but Google uses their own tracking pixel to gather data. Using a combination of SEO and paid advertising, you can create Google ads to target your local audience or specific demographics of your target audience to focus your advertising efforts.
Where can I get data about my customers?
You may be wondering where you can get this data. The first place to start is to mine your existing customers. If you have a following on some of the big social media platforms, you can log into the back end to view the statistics about your audience. If you have an email list, many times you can look at the statistics in the management portion of your email service provider. These will give you insight into your customers.
However, it is even better if you have partnered with a third party online ordering service that collects that customer data and gives you access to it.
ChatFood does just that. When a customer places an order through our platform, you will immediately have their email address and cell phone number. Voila! Now you have email addresses for your email lists and cell phone numbers for your SMS campaigns.
Rather than requiring customers to download another app to their cell phones, ChatFoods integrates into multiple channels to use the platforms where customers already exist. It integrates seamlessly into your Facebook and Instagram profiles to facilitate ordering directly from the social media platform.
But our platform is not only limited to social media ordering. It is easily integrated as a link on your existing website or into your Google My Business account to show in search engine results and targeted advertising.
Forbes magazine suggests implementing COVID-friendly options into your strategy. ChatFood has this covered too. It is not just great for online ordering. It also works for in-person dining too! As detrimental as the COVID-19 pandemic was to the hospitality industry, it has uniquely positioned ChatFood to collect data and build customer lists via contactless, in-restaurant dining. Have your customers scan a QR code on their tables to access the menu and pay. They are served in their chosen method, and you gain more data to inform your digital marketing strategy.
How can ChatFood improve my sales, and save me time?
When you are a business owner, making money and saving time are very important. So far we have talked a lot about how to increase revenue through marketing efforts, but using direct-ordering tools (like ChatFood’s 😉) clarify your marketing spend by empowering you with data.
As you can see ChatFood is not just an online ordering application. When you run your restaurant through ChatFood, you begin by uploading your menu. But then we give you the tools to understand your customers better, and you won’t have to check multiple websites to do it. Think about the time that will save!
It integrates with so many different channels and is able to collect data from all of them. From our convenient app, you can create and initiate all your marketing campaigns, including email, SMS and WhatsApp, and social media and Google ads, and monitor the data. All from one location!
ChatFood is a convenient platform facilitating digital marketing for restaurants as well as selling in a restaurant. With our all-in-one platform, you will have the tools you need to analyze your audience and create effective marketing campaigns. And with no commission, in no time you will see a healthy return on your investment.
What to see how ChatFood can help grow your restaurant?