By Ed Avis
You probably have a Facebook page for your restuarant, and you may even keep it regularly updated with fresh posts and special offers. But are you taking full advantage of it? Here are seven tips from three Facebook experts.
1. Post photos of new dishes or new promotions you are working on, and invite opinions. For example, post two versions of a new dessert you are trying and ask your Facebook visitors which one they would be more likely to order. “You have a built in source of content that’s interesting to people,” says Ken Course, a small business marketing expert and proprietor of kencourse.com. “As you’re creating new things, you have the opportunity to create content that will get conversation going, and conversation is what matters most.” Course explains that posting the two versions of a new menu item might stimulate a debate – but with a positive spin.
2. Partner with people in your community who are in related fields – other restaurants, chefs, suppliers, meeting planners, etc. -- and create content that you can share. “The biggest thing working for me right now is co-created or co-branded content,” Course says. “You could interview people or attend local events that are compatible with your restaurant, and take photos or interview them with your smartphone. Then share that content with that person and ask them to tag your page or account. It’s best if you give them a sample post that is correctly tagged, because they might not want to do that work.”
3. Create a blog and post your entries on Facebook. You’re probably an expert in some area of Latin cuisine or culture – at least in your community – so you should share that expertise in a way that attracts attention to your restaurant. “Small business owners who blog have a huge advantage,” says Lorrie Thomas Ross, CEO of Web Marketing Therapy, Inc. “Blogs not only help increase your website’s search visibility, but they also elevate your credibility. Blog posts can be shared on your Facebook page to keep content on your page current and fresh. And the blog posts can be shared and re-shared over time. I recommend shortening the URL (use bit.ly or Hootsuite) or removing the URL altogether once the page loads under your post. When your blog has photos, they load when you post to Facebook, adding more visual appeal and customer interest.”
4. Remember to include lots of images. In addition to the photos of menu items and local events and people mentioned above, try adding other images to your site. Take photos of parties being held in your restaurant, catering events, staff, the kitchen at work...the list is endless. You can even add some graphics -- Ross says she uses a design web site called Canva.com to create effective Facebook images. “Even mere mortals with no design skills like me can make images sized perfectly for Facebook,” Ross says. “Canva has fonts and images and templates to use and you can upload your brand’s font, logos and images too. Share quotes, words of wisdom, and follow holidays.”
5. Find and join Facebook groups that include your potential customers. “That way you’ll receive exposure to potentially hundreds of new viewers with just this one step,” says David Bakke, a social media expert at MoneyCrashers.com. For example, there are countless Facebook groups for food lovers, cocktail enthusiasts, and people who love Mexican and Latin culture. You could even create your own group – for example, a group for local Mexican food fans might attract a lot of potential customers for your shop.
6. Be sure you link your Facebook posts to and from your other social media accounts. “Most folks are involved in more than one social account, so be sure to talk about your Facebook account on Instagram, Pinterest and Twitter,” Bakke suggests. “That’s on the best ways to increase customer traffic on your Facebook page.”
7. Consider purchasing some highly targeted ads on Faceboook. “I think every good strategy should include some budget for Facebook ads,” Course says. “For a very small budget, you can reach out to a very targeted audience. Short videos – 15 to 20 seconds – in the ads reach the maximum audience in the cheapest way.” Facebook makes buying, creating and targeting ads easy with its Ad Center. You can target ads by demographics, interest, geography and other characteristics, and set a daily or total-campaign budget.
Facebook is a giant source of connections for a community, and your restaurant can benefit by tapping those connections. These seven tips are a start! (And please be sure to visit el Restaurante's Facebook page!)
Ed Avis is the publisher of el Restaurante.