Easy-peasy Facebook Marketing for Online Restaurants

Easy-peasy Facebook Marketing for Online Restaurants
May 18, 2020 Adam Stead
~ read | In Marketing, Delivery
easy peasy instagram

This is one of a number of articles written to accompany SK Takeaway as a marketing pack. Getting set-up with an online ordering system allows you to take control of your own customers and your own business. But it brings a challenge: how do you get your website in front of people?

Thanks to social media, there are plenty of ways of marketing your store. There’s never been a better time to either start or reset your marketing campaigns. We show you how to promote your business, add your SK Takeaway link to Facebook and engage with the community. This page is going to cover Facebook and Instagram. 

 

Part 1: The Basics 

1) Create a Facebook page for your business

2.5 billion users that scroll through the site every month. More than 140 million businesses like you are on Facebook. Facebook might not be cool, but it’s more popular than combined browser use in some countries and the most dominant way that some people access the internet. If you haven’t set up a local Facebook page for your business, it’s easy.

First you need to log in to your personal Facebook account. But don’t worry, your business page won’t be linked to your personal account, and none of your private info will be displayed.

Once you’re logged in, go to facebook.com/pages/create.

screenshot rcreate page facebook

Click on the “Business or brand” option. 

Next, enter your business information. Add your business name (this is the name of your business page). You will also need to categorise your business; Facebook will suggest some options. You could choose deli or a bakery, for example. If your business belongs to more than one of these categories, choose the one your customers are most likely to think of when they think about your business. 

Once you choose your category, you’ll be asked for a few further details, like your address and phone number. You can choose whether to make this information public, or to show only your city. 

When you’re ready, click Continue. Note that when you continue you’re accepting the Facebook Pages terms of service, so have a quick look over these first.

2) Add photos

This is arguably the most important part – it’s what grabs the attention of your next customer first. Make sure it’s eye-catching and shows what your business is about. You’ll upload your profile image first. This image accompanies your business name in search results and when you interact with users. It appears on the top left of your Facebook page.

Using your business logo is probably your best bet, but a friendly headshot works well too. Make sure it’s easily recognisable. Your Facebook profile picture displays at 170 x 170 pixels on desktop and 128 x 128 pixels on mobile. It will be cropped to a circle, so don’t put important details in the corners. 

Now upload your cover photo. You will need to save an image to your desktop beforehand. This will be the largest photo on your page, so choose wisely. It will display at 820 x 312 pixels on desktop or 640 x 360 pixels on mobile. The image must be at least 400 pixels wide and 150 pixels tall, but the recommended size to upload is 720 x 315 pixels.

facebook screenshot 2Here’s an example from StoreKit:

StoreKt facebook page

 The central image in the page is our cover photo. This is the largest photo on your page, so pick one that stands out, and shows off the key aspects of your store.

svreenshot facebook cupcakes

If you’re a food business, it’s a great idea to use an enticing image of your goods – in this case, the Hummingbird Bakery has chosen a close up of their cupcakes. 

3) Build Your Profile

Now, you need to create a username.In the top left corner, you’ll see the username of the business – here it is @hummingbirdislington. Your username, also called your vanity URL, is how you tell people where to find you on Facebook.

Your username can be up to 50 characters long, but try to keep it as short as possible. You want it to be easy to type and easy to remember. Choose a unique username – that way, you’ll be much easier to find. 

Click Create Username when you’re done. A box will pop up showing you the links people can use to connect with your business on Facebook and Messenger.

Next, you’ll need to add a basic description of your business. Click Edit Page Info in the top menu. From this screen you can share all the important information about your business.

The description should be 1-2 sentences (up to 255 characters long) that sums up what your business does. Think of it as your five-second pitch.

You will then have the option to add additional categories to the category you have already selected for your business. 

screenshot facebook

How can people contact you? Add all the contact details you want to make public, including your phone number, website, and email.

List your location. If you’re a physical shop, allow people to search you on the map by listing your location. This is crucial especially for food delivery – add information about the areas which you deliver to. StoreKit’s Takeaway platform gives you the option to offer delivery or pickup, and a radius (e.g within 20 miles) of delivery addresses. 

Enter your opening hours here too. This information appears in search results. 

Click “save changes” as you go along. 

The two-sentence description isn’t enough to get into the real history of your business, so use the ABOUT page to tell your story to potential customers. To access it, click See more in the left menu, then click About, and then click Our Story on the right-hand side. You can also add a photograph and headline. When you’re finished, click Publish.

chair for marketer

4) Insert “Call to Action” buttons

The key to engaging your audience is active language. A “call-to-action” refers to a button, link, or command, which invites the user to take an action – usually by clicking on it. 

facebook storekit

Just underneath our cover photo, you can see a SHOP NOW “call to action” button. You might choose a different CTA to use; “learn more”, “book now” etc. The right CTA button will encourage visitors to interact with your business; you can link to StoreKit’s delivery platform, and start taking food orders straightaway. 

To add your CTA, click the blue box that says + Add a Button, and you should see a list of options. 

screenshot from facebook

Once you’ve checked which button you’d like, click Next. When you’re ready, click Finish and your call-to-action button will go live.

5) Add your SK Takeaway website to your Facebook page 

In some of our marketing literature, we talk about “the golden walk” – that’s the walk between somebody seeing and reacting to your facebook page and buying your product. For example, there’s nothing worse than clicking on a link on your mobile and coming through to a website optimised exclusively for desktop.

If you have SK Takeaway, we take care of all that. The templated website is super-responsive and it looks beautiful whether you access it by desktop, phone, or tablet – and it’s a smooth and intuitive journey to the checkout.

Make your delivery option bold and easy to access by adding a link from your Facebook page. First, copy the URL in the address bar by highlighting it and pressing Ctrl and C (copy) with your keyboard. The URL should look like this:

https://order.storekit.com/quarantinos/menu 

Then navigate to your Facebook page. Click your Facebook page’s “Edit Page Info” drop-down menu. Select the “Update Public Info” option. This is where you go to edit basic info (what the public sees when they land on your Facebook). Here you can add the URL into the Website field’s text box. Paste the link by clicking within the box and pressing Ctrl and V (paste) on your keyboard. When you’ve finished, click Save Changes.

SK Takeaway

6) Repeat the same process with Instagram

Instagram is also part of the Facebook empire – it was acquired by Facebook in 2012. To create your very own Instagram, you’ll need the same information about your business, similar photos, and ideally a link to SK Takeaway as well. A greater proportion of Instagram users are on their phone, so, it’s super important to make sure your website is mobile-optimised like SK Takeaway.

repeat for instagram

Part 2: The Hustle

“If you build it, they will come” – that’s the kind of thing which doesn’t apply to social media. Unfortunately, it’s not good enough to simply make some profiles and wait for people to show up. Instead, we need to think critically about how to actively drive traffic to your page.

We’ve produced a video which gives an introduction to the Instagram “hustle”…

 

1) Interact with a large number of popular Groups, Accounts, Pages

For a second, think of your group as like an empty town. You’re going to put the attractions in your town – that’s the posts you’ll make and the creative direction you’ll take the page in. But you also need to build some roads into the town, or nobody is going to come at all.

Put simply, you need to find Facebook “Groups” or Pages with lots of people and advertise your restaurant there. Inside these groups, you’ll find people referring local businesses to their friends as well as people sharing local business events. Groups offer a large active audience in your niche. On pages, you typically need to be more careful because the most relevant page is likely to refer to a product or business – someone else’s commercial space. But this is a great opportunity amongst friendly businesses with the right tone. 

Going there and interacting, either as a direct commercial pitch or general interaction to boost your profile, are both ways that you might get to start to get the ball rolling on your new page. Unfortunately, this is hard work. It can be monotonous and you have to do it a lot to see success. One thing which sometimes gets recommended is something called the $50 rule – your 20 cents, 100 times per day. If you’re doing 100 interactions every day with a slick and beautiful Facebook or Instagram account, you’re going to start to see your audience build.

Here’s some ideas for where to post:

A) Pages by your supply partners. If someone likes one of your suppliers, there’s a good chance they’ll like you. Making a visible presence on their page and liking and commenting on some of their posts would make their customers aware that you exist.

B) Pages by your competitors. Your competitors have exactly the target audience you need. They’re local, and you might even have a friendly relationship with the other restaurant in your town. Be careful not to appear to brazenly steal customers, but a gentle presence on their page would be excellent if your relationship allows it.

C) Local Community Pages. Search the name of your local area into the search bar in Facebook. There’s likely to be a bunch of specific pages which are exactly right. Comment and interact with these pages if it feels right, to let people know about your business!  Have a glance through and you should find a dedicated business page. In this case, we can see that “Businesses in Hertfordshire – Advertise Here!” is most appropriate. Click “Join” to add yourself to the group. Alternatively, in our case, you might search for “bio shops” (Hertfordshire) or “organic” (Hertfordshire) to find similar niche groups that attract similar customers to you. Rinse and repeat for all the relevant Facebook groups that you find.  

You may need to answer a couple of questions set by the group admins before you’re admitted to the party – just to check that you’re a human user and you’ll respect the group rules. You may become a group member automatically, or you may have to wait for your membership request to be approved. Now you’re ready to make your first post!

D) Pages of general interest. If you’re a hot dog store, there is likely to be a page on Facebook dedicated exclusively to hot dogs. This is a great place to interact with people who like hot dogs.

E) Influencers near you. Again, typing your location into the search bar is a great way to find this sort of thing. You’re hoping to seed your page among your target market, so on Instagram, you can interact even with micro-influencers and people with moderate account sizes. You might want to send them some food, which brings us to the next thing…

interact w larger pages image

 

2) Incentivise People to Follow You & Talk About You

Why can YouTube make many more hours of video than the BBC when it has less than 1/10th of the staff? It’s because YouTube relies on “user generated content” – it can persuade other people to make videos for it, and so it doesn’t have to make videos itself. This is a really important thing to grasp. Everything above relies on you going out and doing the work yourself – that’s important to get you started, but we want to work smart. At some point, you need to get other people to do the work of talking about you on your behalf. After all, it’s more credible when it comes from them.

A) Giveaways. Pick a prize that is relevant to your business. Everyone wants a free iPad. Why would it be misguided to use an iPad as your prize? Because this is likely to attract a whole host of entrants, many of whom will have no interest in your business. Whilst you might get a few more Facebook likes, you might end up with only a few people checking out your goods. 

By picking a prize relevant to your business, like a product or a service you sell, your giveaway will attract people who are going to become future customers. You can post about your giveaway on all the groups you’ve joined (as well as your different social media channels). Then, define what the purpose of the giveaway is. Obviously, set the rules to the purpose. If you want more followers, require that people follow you and tag their friends.

B) Incentives to review. Pro tip: people who are incentivised to review post good reviews. Good reviews will help your business. Go figure. Reviews are generally more important for the big other variety of platform we’ll come to talk about – the search engine – (Google, Bing) and for directories like TripAdviser. But they’re still super important – and it’s probably worth offering a free desert for a good review.

C) Incentives to tag and post. “Tagging” is invented by Facebook to help businesses. Get your users to tag themselves as “visiting” your businesses, even if it’s a virtual visit. Again, a free desert might help here. Better yet, get them to take a photo of your food and tag you when it arrives! That will allow you to build a picture of who your online customers are as well as

D) Nudge People. This isn’t about what to do so much as where to do it. If you use delivery platforms, you might want to nudge your customers away from using them and towards your online menu where you fulfil the order yourself. It’s cheaper – so you could consider making it cheaper for your customer, too, and letting them know that you prefer it when they buy direct.

IG competition

 

3) Boost Your Posts 

Both the Facebook and Instagram have really sophisticated ad targeting tools. What makes them really good is the level of control you get over targeting – you can target people who live in the right area, are the right sort of age, and the right sort of income level, and have the right sort of interests. Facebook and Instagram have pretty unique businesses in that they’re able to serve ads based on this sort of information.

That means that boosting a post on Facebook is likely to be much more cost-efficient than say, buying an ad in a newspaper. Why? Because you can do extremely granular targeting which takes you right down to the interests that a person has.

You’ll be able to see how many people clicked on the link to your menu. You’ll also be able to see the spike in traffic on your SK Takeaway dashboard, and work out how much extra money you made versus the cost of the ad. Was it worth it? If so, you can keep buying ads and growing your business far and wide.

boost post

Where Next?

The next chapter, which is under construction, will explain the basics of SEO, Tripadviser, reviews, and google. For now, check out our guide to Ghost Kitchens

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Easy-peasy Facebook Marketing for Online Restaurants
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