We often get questions from restaurants about local marketing. With the ever-changing technology involved with marketing your business online, you may be wondering if digital marketing is right for your business or what is involved in a digital marketing plan.
Because customers rely heavily on the internet to find the best places to spend their money, getting your business in front of customers as outgrown traditional offline marketing methods. We’ve put together this list of frequently asked questions to help you explore and understand the potential of adding digital marketing strategies to your local marketing efforts.
Local businesses experience multiple benefits with digital marketing by investing in different strategies, from SEO to PPC and website design. Digital marketing helps you reach your target audience online to drive more sales from customers.
Local digital marketing is flexible, cost-effective, measurable, and allows you to reach people at the precise moment they are looking for your products or services. Avoiding digital marketing denies your business access to marketing channels the majority of consumers turn to first when make purchasing decisions.
Local marketing usually involves marketing on a city-wide basis, but for some businesses that isn’t local enough. Hyperlocal marketing targets customers in a highly specific, geographically restricted area, such as a few blocks or single zip code. This allows for precise targeting of people conducting “near me” searches on their mobile device or restricting who sees your PPC ads to residents of a strictly defined area.
Traditional SEO (search engine optimization) focuses on the organic search that happens when search engines decide there is no local intent in a user’s search. Local SEO is the process of optimizing your online properties such as websites, online profiles, and business listings (such as Google My Business and online directories) to rank and generate traffic from location-based searches. Local SEO helps businesses promote products and services to local customers when they are searching for them or have shown previous interest.
While many business websites can sell products 24/7 to anyone, anywhere they are willing to ship to, restaurants don’t have that luxury. When marketing a restaurant, general digital marketing tips need to be modified. A restaurant has geographical and time-based constraints that many other businesses don’t have to worry about. So effectively marketing a restaurant requires a mix of local marketing, small business marketing, and digital marketing you won’t find in many other business models.
Everyone uses Google to find what they are looking for because the search engine has perfected how to give search engine users the most relevant and accurate information available. Google designed Google My Business as a tool to gather the exact information it needs to populate search engine results pages with up-to-date local options.
Restaurants need to claim and completely fill out their Google My Business profiles so Google has all the information it needs for search users to find them in online searches. If you want your restaurant to show up in Google results on computers, phones, and Google Maps when someone near you is hungry and ready to order, the only way to get that to happen is with Google My Business.
As more and more people visit websites and perform internet searches from their smartphones and tablets, it is vital that your website be able to support a broad range of devices. With the latest Google algorithm, websites that do not support a mobile experience are being dropped from ranking in Google search engine results. Additionally, old websites that go for long periods with no updates or new content are unlikely to rank high enough to be seen in search engine results.
PPC stands for pay-per-click – a way to advertise on search engines, social networks, websites, and apps where you pay only when someone clicks on your advertisement. Search engine advertising with PPC platforms such as GoogleAds or BingAds is the most popular form of PPC, however numerous channels, including Facebook, now offer PPC ad models.
Chances are your customers are active on one or more of the major social networks. Billions of people spend time daily on multiple social media channels where businesses like yours can boost awareness, interact with customers, drive sales, build loyalty, promote products and services, and make announcements. Outside of paying for ads or sponsored posts, it’s free to promote your business on social networks, so your results with social media usually correspond with how committed you are to consistently posting things people want to see.
Digital marketing focuses on channels such as search engines, social media, email, paid advertising, and websites to connect your business with customers. Digital marketers are various specialists who develop effective strategies or implement programs that help you reach your marketing goals. If you’re new to digital marketing or lack the resources, you should consider engaging an experienced and versatile digital marketing professional to provide consistent results that get you the highest return on your investment.
Local marketing agencies provide marketing implementation and service packages to businesses with a local presence who want to outsource their marketing activities. By outsourcing some or all of their marketing to a local marketing agency, business owners, operators, and managers can spend more time running their business while leveraging industry expertise to get more bang for their marketing buck.
If you have more questions, we’ve got answers. When you’re ready to take your business to new heights, contact us to learn how we help businesses just like yours grow.