No customers. No money.
Do you know how Lead Generation for Restaurant owners looks like?
In this blog, I will show you how to make an expert marketing strategy that can generate leads and also establish you as an authority in the restaurant industry in Australia.
Before we jump into making your own lead generation strategy, let’s take a look at this case study: Roy’s Restaurants achieve 800% ROI with mobile-only ad campaigns and hyperlocal advertising
Their goals were: increase call volumes and reservations, reach on-the-go customers searching on mobile devices, and last but not the least, boost marketing returns.
Let’s break things down a bit. The approach that they used is very simple. They started off with defining their audience in their goals: they wanted to target people who were on the go, so creating the mobile ad was the best choice. Second, they made their ad content spot on so that they would catch the audience’s attention immediately. And lastly, they had a landing page to lead the customers to complete the lead generation process.
In conclusion, they created a mobile-only campaign with Google Mobile Ads to better reach users on the go, separated mobile from desktop campaigns for greater flexibility and control in bidding, budgeting and creative, deployed hyperlocal ad features to serve locally targeted ads showing location and distance information, and leveraged click-to-call ad functionality to drive more calls. As a result, their goals were achieved. Here are the things they achieved: 800% ROI on mobile-only campaigns, drove 40% increase in calls, achieved 539% higher CTRs and 67% less expensive CPC than previous desktop campaigns, and finally, increased mobile to 13% of total website traffic, a 600% increase from 2009.
As you can see, generating leads for restaurant owners is not that different from generating leads from any other type of business. It also utilizes the same tools for lead generation that works for almost any industry. Now that you saw how it works for other restaurants in the industry, let’s jump into making yourLead Generation Strategy!
Who is your Target Audience?
First things first, this is what you should do- define your target audience. This should be done for the sole purpose of narrowing down your audience and specifying who they are so you can easily reach them using the right tools. Some target audiences may be: People who are looking to book small events (this COVID-19), People who arelooking for some type of cuisine (that you offer), etc. You can also narrow them down from gender to age, and even the locations. Facebook Ads has those kinds of options and tools.
Is your Content Spot-On?
There may be a lot of people who keep telling you that you should create content. However repetitive their advice may be, they’re not wrong- it’s definitely something you should do.
You don’t need to create a hundred posts for a month’s worth of posting. What matters is quality over quantity. At least having 4 to 5 posts per week is good already. As long as they are persuasive, eye-catching, original, and is bound to give value to your potential customer or client, then it’s spot on! People aren’t always looking for amazing visuals like graphics, blogs, and videos. All they want to find answers. Make content that will answer the questions they didn’t even know they want answered. When you define your target audience, you certainly know better than anyone else what type of questions they have for you, so doing the first step is very vital.
You can create content by answering those questions, whether it’s a video, a post, an infographic, etc. As long as the content answers your audience’s questions, then it’s fine.
Since you are targeting people who want to go to your restaurant, you can write something like: “How to Wine and Dine safely during COVID-19”, or “Top Dishes to Try this 2021”.
Just post it, help people to solve those questions that keep them awake at night, and they will come back for more- I mean, I definitely would.
Do you have Landing Pages?
When you create spot-on content, you will generate leads and build authority in your industry. Now since your content can be put on social media platforms, it’s also vital that you have a website for your own. If you don’t have a website, you can have one created. You’ll need an attractive and eye-catching landing page too. A Landing page is a webpage where you send cold traffic to from the internet, or warm traffic from one of your pieces of content; ‘cold traffic’ simply represents a group of people that has never heard of you before, while ‘warm traffic’ are visitors that somehow already know you, like your current website audience. For example, you are warm traffic for me now since you’re reading this blog post on my website.
Now since we’re talking about landing pages… Landing pages are different from a normal website. A landing page is straightforward. Unlike the normal webpage that has some other elements that are irrelevant, a landing page focuses on one strong message that leads to the Call-to-Action (CTA).
You can design two or more landing pages so you can find out what design converts more visitors into leads. A better landing page design will lead to a lower Cost-per-Click, meaning a more cost-effective campaign.
In most cases, one landing page performs better than the other- this is called A/B test, or split test. You can refine and improve the effectiveness of the campaign using Facebook Pixel and Google Tag Manager.
Lead Generation Strategy for Restaurant Owners
Read this section carefully and thoroughly. I’ll be giving you an example of the strategy I would use if I were in your place. This will work, trust me.
To put it simply, generating leads and clients for your restaurant business is nothing more than an algorithm. It has variables and outcomes- wherein if you control (some) variables, you can improve the results (and even get the results you want!).
Remember, in an algorithm, there can be infinite results. So you need to focus on the variables.
Here are some of the variables that you can control to generate leads and get customers: the message you give to people, the feelings you can trigger in them, your vernacular, tone, voice, speed when talking, the number of people/audience, and the location you choose.
There are many other variables, but these are the ones that you should focus on.
Now, putting it all together, I’ll give you an example. Imagine that you organise a free tasting: A 1-day free tasting of a specific dish. And you can run a Facebook campaign to attract people to the free event.
First: It’s a free event, so there’s no reason for them to not come.
Second: Not showing up could be the worst mistake they could make in their entire life.
Third: During the free tasting, they’ll see what kind of food you have to offer.
At the end of the free tasting, some of them will be customers or clients.
In all honesty, based on my personal experience, driving traffic is less than the tip of the iceberg. Driving traffic to your website won’t get you a single sale, well, unless you have a funnel.
You can exchange your knowledge for one’s contact details in a marketing funnel. A good sales funnel is all but selling. When you drive traffic to your landing page, it must have “something” that gives value and solves your audience’s problem (that they probably didn’t even know they had). They will see this as a must-have, and are bound to grab the opportunity.
- Get this FREE 10% OFF Coupon for (some type of dish)! Valid until April only!
- Join our FREE TASTING on April 25th. Limited Slots only! See you there.
Put yourself in the landing page visitor’s shoes. Since, for example you’re targeting “People who are looking to book small events”, you should think of relevant offers and posts that they might draw them in.