What do you use Facebook for in 2020? According to Mashable, 49% of Facebook users actually Facebook to find restaurants. Move over, Yelp! From ads to restaurant posts to user-generated reviews, chances are users idly scrolling on Facebook may see something that catches their attention – and makes their mouths water. Here’s what you can do for your restaurant’s Facebook page to make sure it stands out.
1. User-Generated Content
Many customers already post about your restaurant on their social media pages after visiting, whether it’s a check-in, story tag, or just a nice photo of their food. This creates a great opportunity for you to share their endorsements on your page! Most consumers trust the word of fellow consumers more than advertisements, so this will help you build brand awareness and trust with potential new customers.
Speaking of consumer endorsements, nothing is as credible as a written testimonial from a happy customer, especially testimonials with pictures and specific dish recommendations! You should encourage customers to write reviews if they’ve had a good experience – their recommendation will speak volumes to other consumers.
3. Behind the Scenes
Customers always appreciate transparency in the businesses they patronize – this also increases trust between the business and the consumer. Show them snapshots of the work that puts their food in front of them. Feature photos and short snippets of your staff and make sure to be gracious for the work that helps your restaurant be what it is! One of the most important things to a customer is good service and friendly staff. Your customers will appreciate the transparency and appeal to pathos. In our experience, these posts tend to perform very well on social media.
4. Location/Interest Targeting
Make sure the right people are viewing your posts, both geographically and interests-wise. You can configure your location targeting by entering your restaurant’s zip code on Facebook’s Ad Manager, which will then only start showing your posts to people who live in the same area. In Detailed Targeting, you can select your relevant audience according to demographics, interests, and behaviors. You’ll have to identify the target audience of your restaurant to decide which groups you’d most like to appeal to. Ideally, those groups will be the most engaged with your posts and inclined to patronize your restaurant.
5. Considered Advertising
If you have a post that performed particularly well, you can turn it into an ad! If it appealed to your existing customer base, it may do a good job of attracting new customers as well. You can pay Facebook to show it in the feeds of people who don’t follow you yet.
Another ad strategy you can explore is remarketing. You can choose to show ads to people who have already viewed or interacted with your content, who may already have a positive impression of your restaurant in their mind. Re-engagement makes people more likely to become customers in the future.
Instead of posting ads as you go, you should take advantage of ad scheduling! This way, you can consider business patterns and figure out when people are most likely to want to come in for specific items, and schedule your ads accordingly. According to HubSpot, the best time to post content on Facebook is 3:00 p.m. on Wednesdays, between 12:00 a.m. to 1:00 p.m. on Saturdays and Sundays, and 1:00 to 4:00 p.m. on Thursdays and Fridays. You should just use this as a jumping-off point, but study your business’s unique business patterns for the fine-tuning.
Facebook can be an invaluable resource for marketing your restaurant – you just have to know how to how to connect well with your audience and make the best of the services it provides for you! With these tips, your restaurant will make its way to the hearts and taste buds of new customers.