What if you stopped publishing your marketing content?
“If you stopped publishing your content, would your customers miss it?” Joe Pulizzi
Most content entrepreneurs automatically believe the answer would be yes…but actually, that’s probably not true.
HAVE A MEDIA COMPANY MENTALITY
You need your restaurant to act like a media company in today’s digital age. Go online and look at every restaurants’ content, owners have not fully grasped the attention shift we are living through. Why? In the past, restaurants would consistently buy print and boost posts and hope that it would work. Once the add or boost was over, the effect was gone forever. Restaurants in the past just didn’t have the kinds of opportunities we have now because there are so many options for free content and retargeting. It is expensive to send mailers, put up a billboard, or boost ads on social … and it still is.
Now, you can produce as much content as you want, but if it is not good, no one will see it. No one wants to see your past 72 posts of the same pizza photos, wine down Wednesday, coupons, or any of the things that every other restaurant is doing across all the social media platforms.
Now is the time to move to a new type of marketing. With a small budget and a little bit of effort, you can now create entertaining, helpful, educational content and use it to collect customer data and get sales long-term. As we have talked about with some of our past guests like, Matt Plapp or Rev, the content you create doesn’t even have to be related to what you are selling.
You need to workshop your marketing content ideas with your team. I deeply feel that you need to get our arms around marketing and be an expert for long-term success.
Here is what you can do differently:
- Tell the story of your restaurant
- Highlight the people on your team
- Give a behind-the-scenes look at your restaurant
- Take advantage of user-generated content
- Interact with your followers with questions
- Go live on LinkedIn, TikTok, Facebook and Instagram
What is the goal of your marketing? It is not just to post or to spend money.
- Collect customer data
- Drive top-line revenue
- Build a loyal following and keep top of mind.
- Turns guests into ambassadors
- Keeps you connected with your guests