10 social media and content marketing tips for the catering industry

Since the start of the Corona crisis, online marketing tools have become an important means of communication with guests, especially for the catering sector. Because without ongoing day-to-day business, you could only stay in the minds of customers via the Internet. But even regardless of this particular circumstance, social media marketing and content marketing are essential today if you want to be successful as a restaurateur. For this reason, this blog article will take a closer look at these two areas. We also give you 10 tips on how to do optimal social media marketing or content marketing.

What are social media marketing and content marketing?

Social media marketing is exactly what the name suggests. It is a form of online marketing that uses social media such as Facebook or Instagram. The aim here is to increase your own reach on the Internet and generate attention for your own company. As a result, you build up a loyal community, which you can then use to distribute your own content. This works best when you have a well-thought-out and innovative strategy that turns a random reader into a fan or follower. Social media marketing is just as suitable for the catering industry as it is for any other industry and should not be neglected under any circumstances. Because without a reasonable presence on the Internet, it has now become very difficult to find and retain many new customers.

Content marketing is a marketing process in which you use relevant and valuable content that is tailored to your own target group. The goal of content marketing is to address potential customers with this content and thus generate new customers. Content marketing is used in a wide variety of areas of marketing, especially when you want to avoid traditional advertising. Because of the declining effect of traditional advertising, you have to resort to other means to attract guests' attention to your own company. The focus of this instrument is not on the products or the company, but on the customers, i.e. the target group that you want to address with it. By offering you added value, you can quickly turn them into satisfied customers and thus achieve recommendations.

5 tips for social media marketing for restaurants

1. Choosing the right platform:
   Social media is now like sand by the sea. However, not all of them are suitable for online marketing. Therefore, whenever possible, you should find out which platforms most of your guests are on. You can do this, for example, through a survey. Regardless of this, every restaurant should have at least one Instagram and one Facebook profile for optimal social media marketing, as these are the most common social media. When you can be found on all relevant platforms, you also have the greatest opportunity to reach more people. After that, all you need to do is focus on the most important platform for you. You can also choose this focus based on the age structure of your guests. Because Instagram, for example, is the most popular among people under 35; Facebook is more relevant for people who are older than that.
   
2. Promote your social media profiles:
   To make your guests aware of your social media and see your content, you need to promote your profiles. On the one hand, you should draw attention to this in the restaurant, for example by printing on the menu which platforms you are represented on and what your name is there. Or you can print this information on table displays or something similar and distribute it in the restaurant. On the other hand, all social media profiles should also be listed on your website. Either you link to them on the homepage or in the legal notice. However, it makes sense to see the links directly when you visit the page. Finally, you can also actively inform your customers that you are represented on social networks. However, this option is more suitable for regular guests with whom you have a particularly good relationship.
   
3. Post good posts:
   After you've created your profiles and made guests aware of them, you'll also need to publish content. But not every text or image is a good post. This is because the quality standard on most platforms is relatively high. In general, all content should provide added value for the guest so that they also spend time with the content. When you post a picture, it should be appealing and authentic, but it must also look professional. You can also organise competitions via social media and give away vouchers or free drinks or the like, for example. This will generate engagement and reach more people.
   
4. Exploit the reach of social media:
   The most important opportunity that social networks offer is the enormous reach that can be generated through them. Because as soon as someone “likes” your profiles or shares your content, that person's friends or followers will also find out. This creates a huge network of people who show each other new places. But this effect doesn't happen all by itself. To get this effect off the ground, you need to encourage your guests to share your content. The best way to do this is through competitions that require you to share certain content in order to participate. By distributing content, more people become aware of your profiles and finally new guests come to your restaurant.
   
5. Complaint management via social media:
   As a restaurateur, in addition to new guests, you receive one thing in particular via social media: feedback. Since this is not always positive, you have to learn how to deal with criticism on the Internet. In the best case scenario, you will receive constructive criticism. This is particularly important because it allows you to improve your business. And when your guests are happier, you're more likely to be recommended. However, there is also criticism that is neither constructive nor justified. In rare cases, they may even be insulted. In such a situation, it is imperative that you react calmly and sympathetically and in no case start a dispute. Because that looks unprofessional and can scare off potential guests. In general, you should respond to any feedback, regardless of the type. That's when guests feel understood and are more likely to come back to you. If you want to take full advantage of the feedback potential of social media, then hold regular surveys to find out what your guests think of a particular topic. With the WLAN marketing package from Socialwave For example, you can automatically collect reviews and optimize your complaint management.

5 tips for content marketing for restaurants

1. The content must offer added value:
   The point of content marketing is that your content is viewed or read by users and they then share that content with others. For your content to be considered worthy of sharing by guests, the content must provide them with added value that they want to share with others. If you publish content that doesn't help the user, it is ignored and doesn't attract attention to your restaurant.
   
2. Use different formats:
   How you design the content you publish is entirely up to you and your company. The first thing you think of is probably blogs that are filled with pure texts on various topics. But as a restaurateur, you shouldn't just keep it that way. Because having your own restaurant offers even more options for creating content. For example, you can also record videos of cooking recipes. Or you can create Spotify playlists for specific occasions, such as a candlelight dinner or a holiday meal. Also introduce your entire team so guests know who is serving them and who is preparing their meal. Or you can start a live stream and establish your own live cooking show. Of course, competitions and events should not be missed here either. But just like on social media, make sure that your content looks professional and looks appealing.
   
3. Capacities for marketing planning and support:
   Many restaurateurs only do their marketing on the side and do not have extra capacity for this in the company. Of course, as a small snack, it is not realistic to have your own marketing department. Nevertheless, you should at least take extra time to implement it strategically and tactically in a meaningful and professional way. If you don't have marketing capacity yet, create one. Either you hire someone or find out yourself. You should definitely invest in marketing because it helps you find new guests and generate more revenue.
   
4. Focus content on the guest:
   The most important thing when it comes to content marketing is to focus your content on your guests. Because if your customers are not interested in the published content, they will not share it and the effect of content marketing will be lost. If you don't know beforehand which topics and content your guests are interested in, then conduct a survey to find out or talk to your regular guests. Because they're probably the first to share your content with their own friends.
   
5. Promote the content correctly:
   As good as your content may be, if no one finds out that it exists, it's missing its impact. That's why it's important to properly promote your content. First, be sure to draw attention to this on social media, especially when it comes to digital content. Because that's where the chance is highest that even someone who doesn't know your restaurant will see it. You can also advertise it yourself in the restaurant. Hand out flyers or attach posters that highlight your content. And lastly, especially if you offer special content such as cooking videos or live streams, you can also address your guests directly.

conclusion

After reading this blog post, you're one step closer to optimizing your marketing. Because authentic and professional posts on social media and unique content for your guests can be a great help in attracting new guests or binding existing customers more closely to you. However, you should never stop improving your marketing so that the positive effect persists. In this way, you are guaranteed to be successful in social media marketing and content marketing in the catering industry.

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