Covid-19: How to Market Your Restaurant on Social Media
One of the things that restaurants can do to minimize the negative effect of the Corona virus crisis on their business is to focus on their presence in social media. A good online strategy may be extremely useful and can spread positive effect at different levels: maintaining the customer relationship, maintaining and even increasing the venue brand awareness, supporting the re-opening stage. In the present moment, it shouldn’t be underestimated the power of social media as Facebook, Instagram, Youtube etc, considering that their usage is highly increased because of the quarantine. Actually people tend to spend more hours on internet, mostly on social media, using them as one of the main channels to communicate with each other during the period of social isolation. In this regard, if your venue hasn’t yet profiles in social media, you want to create them or if they already exist, you need to use them to communicate especially at the present period.
In order to obtain positive results for your business, the online presence should be well planed and structured. You need to have a clarity on the main messages you want to communicate and make a schedule of the post distribution by channels and time period.
Here are some suggestions of possible themes and activities, you can develop through social media:
Express your personal perspective of what is happening
Your restaurant is not only a business but an activity behind which stand real people with their life, interests and point of view. These are the same people who were serving every day the clients in their favorite restaurant by making them feeling satisfied and comfortable. You can make several posts in social media during the different stages of Covid-19 crisis sharing how you are experiencing the lockdown, how your business activity has changed, what is your strategy to cope with the situation. Of course, it is not about communicating administrative details regarding your business, but just sharing your human perspective about what is happening. You can include even your staff in this communication. Share with your customers your social responsibility position regarding the business niche in which you are operating. Comment the measures your government is taking (or not taking) to support the restaurant industry. Thus, you will publicise what is happening and your customers will be informed which will make them much more ready to support your business in different ways in the future. Share your proper feelings regarding the Covid pandemia allowing your customers to get to know you. This way you are enhancing the relationship with them presenting the human face behind your business brand. Also, it is very important to keep the posivitive tone in this type of communication. Focus on the positive plans and strategies you have. For example, if there were interesting events and activities which have been postponed for the period after the pandemia, remind customers for what is upcoming after the quarantine. Each news is useful to keep your customers informed.
Gift cards
In this period many restaurants are launching gift cards for the future re-opening. The offer is promoting the message that the loyal customers can support their favorite venue by buying vouchers for them selves, their family and friends. This is an opportunity for you to generate some revenue with which operate at the present difficult moment. You can also add a discount or some kind of bonus to the gift card as a free glass of wine or an appetizer, for example.
Don’t hesitate to ask for help! Only this way your business can survive after the Covid-19 crisis and continue to make happy your clients in the future. For certain, a part of them will answer positively to your request and will support you. Don’t underestimate the power of your brand and the trust in the customer relationship you have built in time. Now, all the past efforts may repay you.
Of course, you need to make a good communication on your social media profile about the gift cards in order to promote the initiative. Don’t forget, as well, to stimulate your followers to re-share the information on their social profiles.
Home food delivery communication
If you are among the lucky ones whose business is active by doing home food deliveries, use this fact and include it in the online communication. At first place, you want to thank your clients who order online in order to motivate them to do it again and why not to recommend you to their friends. Add a card compliment to the order with a thank you message in which you say you are grateful for their support in this difficult moment. You can also ask them to support you by making a photo of the ordered food and upload it on their social media profiles by tagging your page or including a hashtag relative to your brand. The idea is to promote your home delivery service to their friends by recommending you. This can increase your revenue but also you brand awareness which can work for you even after the re-opening. Don’t forget also to thank again your clients who have shared photos online by commenting under their posts. Moreover, you can re-share all these photos through your Instagram and Facebook stories and newsfeed. Thus, your followers on social media will see that your business is active and can still order online from their favorite restaurant.
The good thing in the Corona virus period is that we live in a time of very advanced tecnologies which help us stay in touch with each other, overcoming the social isolation. This is why we should use them as a precious resource in a wise and creative way to support our business and maintain customer relationship.