Continuing from part 1, what do I mean when I say you're using the wrong platform, is there such a thing as a wrong platform? The reason the platform of your choice can be wrong is if your intentions aren't aligned with the ethos of the platform or demographic. Essentially, you don't ask an English teacher how to do calculus. Thus this blog will help clarify the process and potential results. This is also a two-part blog series, so make sure to check out part 1 here.

You suffer from insanity:

Doing the same thing over and over again, expecting different results. Many restaurant operators often get stuck in their ways, either because digital campaigns or content pieces did well in the past and are always striving to re-reach those heights, they saw success in other restaurant brands and are copying their ways, or do not have the time to create new plans or approaches. The world is ever-changing, you have to appeal to the trend. There are many factors and reasons people often get stuck on an outlet, attempt, approach in digital marketing but sticking to something that does not work, in hopes it eventually does is like hoping your restaurant business succeeds. Success is a science, you have to create your science with your brand, make new plans and approaches for different outcomes. Create pipelines, hypotheses, treat each part of growing your business and digital marketing as an experiment. Build off your failure, sometimes plan to fail in an attempt to understand proofs of concepts.

Bad timing:

There are no ad breaks or dedicated moments for ads in today's time, regardless if you want to grow generically or through paid channels, timing a marketing campaign can make or break. Over 50% of smartphone users grab their phone immediately after waking up in the morning (Express Pigeon). If you're looking to grab those dollars from customers on the way to work or morning birds, ping them earlier in the day or at night. This is to keep your brand at the forefront of their decision-making. Adjustments like these could increase your revenue and success of digitally marketing by more than 24%. Imagine this scenario, a customer woke up late and doesn't have the time to pack or prepare food, but they see a push/email/text notification offering them a fast and easy way to order, that's a sale right there. Those marketing dollars presented great utilization for unique times and situations. But your timing does not just have to apply to just unique or rare situations, the thing that matters most is being at the forefront of your customer's minds when they're making a decision.


One size does not fit, sorry to be captain obvious:

Diversifying your content, not all customers appeal to the same motto. It's understandable as a restaurant operator/owner having a diverse portfolio may not be in the best interest of your budget. So a better way to look at your approach if you're tight on a budget is investing in a narrow audience and then moving to different audiences once you accomplished what you intended with your previous narrow audience. Diversifying your content can stem from using different color palettes, fonts, or wording. Along with diversifying your platform of choice.

This isn't 2008

Banner ads are no go when it comes to restaurant marketing, only with the exception of those who have the capital to waste and only care about brand recognition. However, if you're like the rest of us, though I’m honored to have someone of your caliber reading this blog, banner ads provide no benefit compared to the vast array of digital marketing options. Here are some stats to prove it 54% percent of survey respondents said they didn’t trust banner ads (BannerSnack). Additionally, 58% of users say they don’t click on ads because they aren’t relevant, and 57% are concerned about security and privacy (MarketWired). 33% percent of internet users can’t stand display ads (Page Fair). Focus your marketing dollars on restaurant listing sites like yelp and google search and content creation for social media platforms. Along with building your own customer list and digital platform.

Conclusion

If you're just starting off having a lot of customers may not be the best decision as you have little experience with handling such high demand. An alternative would be to focus your efforts on maximizing the spending of your existing customers. We went over a few factors and perspectives to consider when formulating your digital marketing. In the end, it's about asking the right questions to deduce what is best for your intended results. This part 2 of 2 parts, you can check out part 1 here.