8 Best Social Media Marketing Agency (SMMA) Strategies for Restaurants
Restaurants have a fantastic opportunity to leverage Social Media Marketing Agency (SMMA) strategies to attract a larger clientele, foster brand loyalty, and ultimately drive sales.
Let's explore some of these proven strategies with real-world examples.
Best SMMA Strategies for Restaurants
The following are some of the best SMMA strategies to implement in the restaurant industry:
1. Strategic Content Creation
2. Leveraging User-Generated Content (UGC)
3. Using Influencer Marketing
4. Promoting User Reviews and Testimonials
5. Implementing Social Media Reservations and Ordering
6. Engaging with the Community
7. Virtual Cooking Classes or Tasting Events
8. Interactive Polls and Contests
1. Strategic Content Creation
Content is the cornerstone of any successful social media strategy.
For restaurants, this implies sharing delectable photos, exciting behind-the-scenes clips, and valuable food preparation tips.
An excellent example of this strategy is Chipotle.
They've mastered the art of engaging content, from their mouthwatering food pictures to their exciting short-form video content on TikTok, which has garnered them millions of views and an increased millennial and Gen Z following.
2. Leveraging User-Generated Content (UGC)
UGC encourages customers to share their experiences, creating a sense of community and authenticity around the brand.
The infamous Starbucks' "Red Cup Contest" on Instagram is a brilliant example.
Every holiday season, customers are encouraged to submit creative photos of their red cups.
Winners get featured on Starbucks’ social media channels, promoting both engagement and brand loyalty.
3. Using Influencer Marketing
Influencer partnerships can significantly expand a restaurant's reach. A Tomoson study revealed that businesses are making $6.50 for every $1 spent on influencer marketing.
Sweetgreen, a US-based salad chain, employs this strategy masterfully.
They've partnered with renowned fitness and lifestyle influencers, creating a brand perception aligned with health and wellbeing.
This collaboration helps them reach their target audience effectively, boosting their online visibility and sales.
4. Promoting User Reviews and Testimonials
Customers trust online reviews as much as personal recommendations.
Research from BrightLocal reveals that 76% of consumers often read online reviews when browsing for local businesses.
One great example of a restaurant that capitalized on customer reviews and effectively shared them on their social media pages is "TasteBuds Eatery."
They actively monitor review platforms and social media channels to identify glowing reviews from satisfied customers.
Once they come across a particularly enthusiastic review, they transform it into eye-catching social media posts.
5. Implementing Social Media Reservations and Ordering
By integrating reservation or ordering systems into social media platforms, restaurants can simplify the dining experience for their customers.
Domino's Pizza used this strategy with their "tweet-to-order" system, where customers could order a pizza by tweeting a pizza emoji to the company's Twitter handle.
This not only boosted their online orders but also improved their customer experience.
6. Engaging With the Community
Restaurants should aim to be active members of their online communities, responding to comments and engaging in relevant conversations.
Shake Shack is known for its active social media engagement.
They frequently interact with their followers, respond to comments, and show appreciation to their customers, thereby fostering a strong community around their brand.
7. Virtual Cooking Classes or Tasting Events
Host live cooking demonstrations or virtual wine or food tasting events on platforms like Instagram or Facebook.
These events can showcase your culinary expertise and the quality of your ingredients, increasing interest in your restaurant.
Massimo Bottura's Osteria Francescana, a three-Michelin-star restaurant in Modena, Italy, is one successful example of a restaurant that has adopted the strategy of hosting virtual cooking classes.
As the COVID-19 pandemic imposed significant restrictions on dining establishments, Massimo Bottura took to Instagram to host "Kitchen Quarantine" - a series of casual, live-cooking sessions where he and his family cooked their dinner and interacted with viewers.
These sessions not only showcased Bottura's culinary skills and the ethos behind his acclaimed restaurant but also provided an intimate, personal connection to his audience worldwide.
8. Interactive Polls and Contests
Use polls to let followers vote on new menu items or host photo contests where customers share their best pictures enjoying your meals.
These activities boost engagement and can be an effective way to collect customer data for future marketing efforts.
An example is Ben & Jerry's.
While it is known primarily for its ice cream, it also operates scoop shops that can be likened to restaurants.
In early 2021, to mark the launch of their new dog-friendly ice cream line, they conducted a social media contest called the "Doggie Desserts Contest".
Participants were asked to share photos of their dogs on Instagram and Twitter using the hashtag #BenJerryDog.
The winners received a year's supply of Doggie Desserts and got their dog's photo displayed on the digital billboard in Times Square and the Ben & Jerry’s website.
Wrapping Up: Best Social Media Marketing Agency (SMMA) Strategies for Restaurants
Integrating the following SMMA strategies can help restaurants improve their online presence, engage effectively with their audience, and drive business growth.
1. Strategic content creation
2. Leveraging user-generated content (UGC)
3. Using influencer marketing
4. Promoting user reviews and testimonials
5. Implementing social media reservations and ordering
6. Engaging with the community
7. Virtual cooking classes or tasting events
8. Interactive polls and contests
Implementation should be consistent with the restaurant's brand identity and the preferences of its target audience, resulting in a consistent and impactful online experience.
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