Top tips on marketing your restaurant on the web
The online marketing needs of a restaurant are different from those of other businesses. While exposing your brand to a world wide audience is certainly a good thing, it is not the main focus of your online presence. Your goal is to get noticed by hungry people within driving distance of your location.
For this reason, you don't even need a website to get started with your online marketing campaign. Both Google and Yahoo! offer free listings for local business owners. While you will definitely want to include your web address if you have it, having one is not required to get listed. Getting your name in these search portals will greatly increase the odds that those looking for local eats will find you.
When writing the description of your business, be sure to include key words customers are likely to use and mention any special services you offer. If you offering catering or other special services, mention it in the description. Take advantage of the fact that the listing can include information about your hours of operation and even method of payment you accept. Fill out as much as you can.
If you are uncertain what keywords or phrases to use in your description, Google can help. Their keyword tool provides information on how frequently a particular word or phrase is searched. If you leave the 'use synonyms' box checked on the search form, your results will also include popularity information on similar words and phrases.
While getting listed with local search on Google and Yahoo! is a vital first step, it is worth the time to go ahead and list with smaller search portals as well. You already have your keyword optimized description written, why not make the most of it? Locally Type provides a large listing of local search directories to list your establishment with.
Local Search Resources:
http://www.google.com/local/add/
http://listings.local.yahoo.com/csubmit/index.php
http://www.citysearch.com
https://adwords.google.com/select/KeywordToolExternal
http://www.locallytype.com/pages/submit.htm
When it comes to setting up your website, your menu is key. Even well established chains often get the online menu wrong. They present their menu as photos or PDF versions of its physical counterpart.
Not only does this make updating more complicated, it makes your menu difficult to access from mobile devices. You don't want to miss out on potential business from travalers searching for food using their cellphone. When you do use photos in your online menu, make sure they are crisp and quick loading. If you want to offer close-ups to show off presentation, do so by providing a link to a larger photo.
You can also use your online menu as a chance to promote your food and services in ways not feasible in the limited space of its physical counterpart. If your menu includes wholesome, additive free food choices, link these to a page that describes your healthy focus. Let customers know you aim to satisfy their hunger for health as well as well as their culinary desires.
Another key area for your website is providing guidance to your location. Make sure your location page includes a map. All of the online map providers offer pluggable maps that can be easily customized to mark your location. Photos of your storefront are also a good as they will help visitors identify you from the road.
You can also use the Internet to connect with customers in a more direct way. Featuring comments or even pictures of actual people who frequent your establishment will help build the personal connection that is often difficult to create online. It is also likely to result in some free word of mouth advertising from the featured guests.
With a little bit of effort, the Internet can help support your existing client base and drive new business. Just remember to keep your online offerings updated and fresh.