As competition in the restaurant industry continues to grow, restaurants are looking for inventive ways to capture new customers and retain existing ones. It’s important to recognize that marketing for businesses big and small has evolved, and content marketing has taken center stage. While big brands like AirBnB and Blue Apron have made leaps and bounds in the content marketing space – smaller brands and restaurants have been slower to adopt a content strategy.
A great way to start building out your content strategy is to start a blog for your restaurant! A successful blog increases traffic to your website, engages with your customers, and most importantly drives sales. To get you started, we’ve outlined the six key steps to getting your blog up and running:
Figuring out the tone of your brand is essential to create a compelling, consistent, and credible brand. The key to identifying your voice is by understanding who your customers are. A voice that resonates and is valuable to your customer base will have the greatest impact on the success of your brand. Outline how your restaurant differentiates from your competitors, and be sure that those value propositions can be heard through your brand voice.
Once you’ve fine-tuned your voice, you will want to build out the origin of your restaurant story to create your brand identity. Think about a brand’s ‘About Us’ page and how that details the history and meaning behind the brand, then repurpose those same messaging and feelings within your blog feed. Food and eating is such a cultural, familial, and social act, that it is important to ingrain pathos in your writing (appealing to emotion).
The key to a successful blog and content strategy is consistency. Not only a consistent voice but consistently producing and sharing your blog content. This will help keep you accountable to posting regularly and help you manage any guest writers. By planning out a content calendar you can schedule themes and campaigns in advance to correspond with deals, promotions, and holidays.
SEO stands for search engine optimization. Why should you know this acronym? It’s important to the success of your blog. As Tech Client reports, featuring a successful blog as a key part of your website will give you a 434% better chance of being ranked highly on search engines.
An SEO-friendly blog article will appear higher up in Google search rankings. This drives more traffic to your blog article. Ultimately, it drives traffic to your restaurant and recognizes you as a thought leader in the space. Here are some tips to achieve an SEO-friendly post:
Check out all the SEO tips here.
How are you getting your content seen? One of the easiest and most seamless ways to share your blog content is through your social channels. And 23% of total time spent online is devoted to social networks or blogs, so meet your customer where they are.
Co-marketing is when you partner with another restaurant or business to promote a blog article, to the benefit of both businesses. This can be done in a few ways. You can write for their business, promoting your brand, or you and the partner create a joint piece of content. Be sure to spend the time researching who would be a valuable partner based off of their popularity and readership demographic. Start by partnering with a local business to promotes each others offerings!
We don’t just walk the walk. We have our own Revel blog dedicated to providing restaurant owners and operators with all the tips and tricks to better their business.