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Boosting Your Local Restaurant's Success on Social Media

A digital Illustration of Restaurant Social Media Marketing


These days, having a strong social media strategy is non-negotiable for restaurants looking to effectively reach and engage with local customers. But with so many options, where do you start? This comprehensive guide examines proven tactics to maximize your restaurant's visibility and profits with today's essential social platforms.

Why Social Media is Critical for Restaurants in 2023

Picture this familiar scene: a group of friends scanning Instagram for the hippest new brunch spot. Or a family browsing Facebook reviews to find the perfect pizzeria for Friday night. Today's diners are turning to social media to discover and vet local eateries like never before.

A recent Social Media Today report found 71% of consumers who have a positive social media experience with a restaurant brand are likely to recommend it to others. Mary Smith, head of marketing for the 30-location Pasta Palace franchise, confirms the power of social word-of-mouth: “Our best performing locations definitely see more direct bookings, waitlists, and repeat visits thanks to word spreading on social media.”

For restaurants, cultivating your brand's social presence delivers quantifiable benefits:

💬 Increased discoverability as local foodies find you in their feeds

👐 More word-of-mouth as satisfied diners actively promote you to their networks

😊 Direct customer engagement via comments and conversations

📊 Valuable performance insights from built-in analytics

📣 Promotional opportunities through targeted campaigns and partnerships

🏆 Stronger local authority and competitiveness as an influential neighborhood go-to

🛡️ Future-proofing your restaurant as more diners embrace social platforms for dining decisions

Simply put, social media offers unmatched opportunities to connect with qualified prospective customers right in your local area and build lasting relationships with existing patrons. Establishing your brand's footprint on key platforms now is an essential investment for any restaurant's long-term success.

Choosing the Right Social Platforms for Restaurant Marketing

Most local restaurants find focusing on one or two core platforms is optimal for managing time and resources. Alex Chen opened his intimate 12-seat Sichuan restaurant with no marketing budget. Though lacking funds for ads, he still saw great return concentrating on just Facebook and Instagram. “I don't have the capacity to be active everywhere," Chen explains. "Staying laser-focused on engaging our foodie audience on those two channels has grown our reservation waitlist dramatically.”

Consider these factors when choosing social platforms:

⛓️ Where are your target customers already most active? If locals in your area heavily use Facebook and NextDoor, focus there.

🎯 What special features or ad formats does the platform offer that align with your goals? Instagram drives visual discovery while TikTok's short-form video engages younger diners.

⏲️ Do you have the time and resources to consistently create and interact with followers across multiple channels? Start with just one or two.

😀 Does the platform's vibe and features allow you to clearly express your brand's personality and style?

For most local restaurants, Facebook and Instagram are ideal foundational platforms, while TikTok is on the rise. But resist spreading yourself too thin too quickly. It's smarter to thrive on a few channels than stretch your efforts and dilute your impact across too many new networks.

A successful Restaurant Social Media Post

Crafting an Effective Social Media Marketing Strategy

Before firing up that Facebook Business Page, take time to define your social media strategy and targets. Sprout Social's restaurant social media guide stresses the importance of aligning your goals to metrics you can track.

🌟 Clarify your primary objectives: increasing brand awareness? Online reservations or order conversions? Customer loyalty and reviews?

👥 Understand your ideal local audience. Foodies? Families? What motivates them? Create customer personas.

📝 Document what messaging and content will best resonate with your audience and represent your brand.

📈 Establish benchmarks for key metrics like followers, engagement rate, and sentiment using tools like Facebook Analytics.

💰 Audit your budget and resources. Can you assign social media management internally or will you need to outsource?

💡 Integrate social efforts with your CRM, email marketing, and online presence. Create synergy.

Revisit your documented strategy often, adjusting targets as needed based on performance. Consistent assessment will fuel success.

Creating restaurant images in Canva

Creating Social Content That Engages Your Audience

Compelling social content keeps local audiences hungry for more. This post from Hootsuite reveals approaches for dishes that pop on key platforms:

📸 Dazzle on Instagram with mouthwatering visual storytelling. Hero shots of signature menu items, videos of dishes being plated, and behind-the-scenes kitchen views entice foodies.

🎬 Captivate on TikTok using bite-sized videos that showcase your brand personality and restaurant ambiance - not just the food. Fun, music-backed clips get shared.

🤝 Foster community on Facebook by giving fans an insider look at your team andvalues. Build affinity by sharing local partner collaborations and charity initiatives.

🗣 Be conversational across platforms. Respond to comments, ask engaging questions, and jump into local conversations. Building relationships helps convert followers into devotees.

Jazz, a social media manager for restaurant groups, adds that beyond one-off posts, special campaigns timed around occasions or themes work incredibly well to activate audiences: “We'll run a March Madness-themed bracket battle campaign for favorite menu items. Or promote a taco + margarita pairing leading up to Cinco de Mayo using #FiestaWithUs.”

Thoughtful social content aligned to strategic campaigns keeps your brand top of mind all year long.

9 Content Ideas for Social Media Marketing
Growing a Loyal Restaurant Community on Social Media

Beyond acquiring followers, retaining and nurturing engaged social fans is crucial. Samantha Wu, founder of a beloved San Francisco dumpling house, actively cultivates customer relationships online. "We know many patrons by name, and they eagerly share our updates," she says. Here are her proven community-building approaches:

  • Share user-generated content like customer photos and posts to spotlight authentic happy customers.

  • Offer "social only" loyalty rewards to incentivize checking-in and sharing word-of-mouth.

  • Respond quickly and thoughtfully to comments and questions to demonstrate responsive service.

  • Broadcast special events using Instagram Live to make virtual attendees feel included in the fun.

  • Partner with influential local bloggers who align with your brand's niche. The trust they've built transfers.

  • Join hyperlocal groups like community Facebook pages to meet neighbors where they already mingle online.

  • Give back via fundraisers and social posts that highlight charity initiatives to attract socially-conscious diners.

Thoughtful community-building earns the loyalty and advocacy that fuels sustainable success.

Everything you need to know about social media marketing for restaurants

Promoting Timely Specials on Social Media

Partnerships with Pepsi for themed specials. Introducing boozy brunch cocktails with summer Fridays approaching. Announcing return of seasonal black truffle pizza. 

Promoting new menu roll outs. Social platforms allow you to turn timely limited offers into strategic opportunities to attract attention.

Los Angeles burger restaurant MeatUp was struggling to drive customers on typically slow Tuesdays. Owner Mike Chen created the limited-run "Teriyaki Tuesdays" pop-up with specially priced set meals. 

A targeted Instagram and Facebook campaign with mouthwatering visuals of the dishes boosted impressions over 7X the normal rate. More importantly, in-store redemptions doubled average Tuesdays.

Use these tips to maximize your next promotion's impact:

🗓 Time it smartly around holidays, events, or changing seasons when audiences are receptive.

📱 Tailor content across platforms to play up each channel's strengths.

🚨 Spread the word early to build anticipation. Give fans an insider's look into preparation.

↔️ Make participation interactive. Invite fans to suggest or vote on special themes and menu items.

🏷 Tag media personalities to get on their radar for potential re-sharing. Identify fans who would make great brand ambassadors.

🤑 Consider boosting posts with small ad spends to expand reach beyond existing followers. Test different targeting parameters.

📊 Analyze campaign metrics afterwards to glean lessons for future promotions.

Tracking Social Media Performance for Restaurants

While likes and comments provide quick validation, several other KPIs are crucial for gauging social media's business impact.

Tools like Sprout Social and Hootsuite allow you to track:

Reach - Total unique accounts that have seen your content

Engagement Rate - Interactions divided by reach provides this benchmark to compare performance

Link Clicks - Traffic driven to your website or reservation platforms

Mentions - Brand references like check-ins, tags, and reviews

Follower Growth - Ideal to see steady organic increases over time

Sentiment - Are audience reactions skewing positive, negative, or neutral?

Reservations - Can you spot correlations to upticks after social campaigns?

Analyzing metrics allows you to connect social activities to real business results - the customers who actually walk through your door ready to order. With these insights, you can double down on what works and rethink ineffective approaches.

Overcoming Common Restaurant Social Media Struggles

While rewarding, maintaining social media does present very real challenges. Some you'll encounter include:

😡 Negative feedback - Respond calmly and move the conversation offline. Deleting negativity appears suspicious.

💤 Lackluster engagement - Re-evaluate content timing and messaging. Add incentives to reactions.

🕐 Excessive time requirements - Look for tools to automate and schedule posts when possible.

🔁 Frequent platform algorithm changes - Adapt formatting to stay visible and relevant in feeds.

📉 Measuring true ROI - Seek concrete correlations between campaigns and reservation or order conversions.

🆕 Emerging platforms - Pilot new networks selectively, but remain focused on core channels with proven traction.

Preparing for pitfalls in advance will help you react thoughtfully when challenges emerge rather than being caught off guard.

Real Restaurant Successes Fueled by Social Media

Seeing examples of fellow eateries truly excelling on social media can provide inspiration. Here are a few local favorites rocking it:

  • ZaZa’s Pizza parlor shares Instagram stories that give their 28K fans an inside look at new pizza creations being dreamed up. They know behind-the-scenes access builds allure.

  • Vegan sandwich shop Green Chefs maintains an authentic brand voice across social channels, allowing fans to form personal connections with their mission. Their morally-driven content earns shares.

  • Oceanfront seafood favorite Dockside Grill engages with almost every reviewer who checks in on Facebook. This responsiveness signals remarkable customer service.

  • Asian-fusion restaurant Umami cultivates community by highlighting their most loyal regulars and their stories on social pages. Fans love feeling part of the family.

  • The Farmhouse bakery partners with aligned brands like local orchards to co-create themed pastries, then promotes the collaborations on Instagram. Followers appreciate supporting other neighborhood businesses.

Thoughtful community-building and creative partnerships distinguish locally-loved restaurant social superstars.

As explored in this Eater article on restaurant social media, new technologies and platforms continue to shape marketing opportunities:

  • Integrations allowing Instagram and TikTok users to book reservations or order food directly from social apps offer new ways to convert viewers.

  • Location-based targeting through platforms like Facebook Ads allows granular promotion to nearby customers who have demonstrated interest in dining out.

  • Influencer marketing is shifting from broad awareness to niche micro-influencers offering authenticity in recommendations.

  • Social commerce features like shoppable Instagram posts that allow purchasing ingredients or merchandise help monetize audiences.

  • Live streaming cooking classes or behind-the-scenes tours using apps like Facebook Live allow deeper fan connections.

  • Messaging integrations with WhatsApp or chatbots provide seamless online order taking and customer service.

Staying aware of emerging capabilities keeps you ahead - but don't lose focus on nailing the fundamentals of great social content and community engagement.

Key Takeaways for Restaurant Marketing Success on Social

Launching your brand across today's dynamic social media landscape requires commitment, creativity, and agility. But the payoff in long-term loyalty and local authority make the effort worthwhile. These best practices will position you for success:

  • Select just one or two platforms where your community is active - quality over quantity

  • Strategically pursue goals like brand awareness, engagements, and conversions

  • Produce genuinely compelling, on-brand content - not just random social fodder

  • Foster conversations and respond quickly to strengthen relationships

  • Run creative campaigns with specials and partnerships timed to trends

  • Monitor analytics regularly and optimize based on performance

  • Overcome obstacles by planning for the realities of social media upkeep

  • Learn social media lessons from fellow successful local restaurants

The food scene is more competitive than ever. But with a thoughtful, consistent social strategy tailored to your brand and market, your local restaurant can thrive both online and off for the long-haul. Now get posting!

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