We've all seen some crazy viral food sensations out there. Cronuts, tomato ice toast, tanghulu. The one thing that ties them all together? You guessed it – influencer marketing.
To illustrate the power of influencer marketing, here’s what it can do:
- Build Trust. Audiences trust the opinions of influencers, making their recommendations gold for your restaurant.
- Boost Visibility. Influencers can shine a spotlight on your venue, attracting both locals and tourists.
- Increase Engagement. Their authentic content encourages interaction, bringing your restaurant closer to potential patrons.
Influencers can make a restaurant famous. The hard part is finding the right influencers. You also need to know how to manage your relationship with them.
The influencer industry has matured in the last few years. But it doesn't mean that there is a one-size-fits-all solution for every restaurant.
There are two ways to go about this:
- Hire an influencer marketing agency
- Do it yourself
The pros and cons of each are obvious. An agency can help you develop and maintain influencer relationships. But you may find the fees prohibitive. Doing it yourself is cost-effective, but the trade-off is your time. Either way, this post aims to help you understand how influencer marketing works. And how your restaurant can benefit.
Recognise the Importance of an Influencer
You may be wondering why have someone else post about your restaurant on their account? The sad thing is organic reach* on social media is plummeting faster than a collapsing cake. That's where influencers come in to save the day.
* Organic reach is the amount of people who see your posts without you having to pay.
Influencers are the rock stars of the digital world. They have a loyal following who hang on to their every post. When an influencer recommends your restaurant, it's like a friend telling their pals, "You HAVE to try this place!" That kind of word-of-mouth is gold for your business.
The target audience is people who are always online. They spend a lot of time on social media. That's where you should reach them. Print ads don’t work as well anymore. You need a strong online brand. Show it where your audience hangs out. If you don't, you miss a big chance. Another brand will take it.
The key is in choosing the right influencers who resonate with your target audience. Think about your partnerships; the more genuine the connection, the better the results.
Consider these factors when evaluating an influencer's value:
- Audience Demographics: Are their followers your target customers?
- Engagement Rate: Do their followers interact with their content or scroll past?
- Content Quality: Is their visual content in line with your restaurant’s vibe?
Next, don't be shy about what you want from the collaboration. Are you looking for greater brand awareness or improved sales? Well-defined goals ensure a successful partnership. Here’s how influencers can enhance your digital marketing for restaurants:
- Generate buzz through enticing food photography.
- Host exclusive events for followers, driving foot traffic.
- Offer promotions through influencers, creating a sense of urgency.
Partner with the Ideal Influencer
Now, not all influencers are a good match for your restaurant. An account with a massive following doesn't mean they're right for you. Micro-influencers often have higher engagement rates than macro-influencers. You wouldn't ask a vegan influencer to promote your BBQ joint, right? Look for influencers whose audience aligns with your target customers. It's like finding the perfect ingredient to complement your dish.
This is where an influencer agency can lend a helping hand. They have the tools to analyse an influencer's demographics and engagement. This ensures you partner with someone who can move the needle for your business. After all, you want your influencer campaign to feel genuine, not forced.
Here’s how to ensure your choice is spot on:
- Relevance Over Reach. Choose influencers who resonate with your restaurant’s cuisine or vibe. A pizza lover will be more genuine promoting your pizzeria than a sushi enthusiast.
- Engagement Metrics. Look beyond the follower count. Scrutinise comments, likes, and shares. High audience engagement means they receive your/their message well.
Now that we’ve set the stage, consider these steps for finding your culinary champion:
- Research Their Niche. Identify influencers within your restaurant niche. Are they food bloggers, lifestyle gurus, or health enthusiasts?
- Assess Their Brand Ethos. Make sure their values align with your restaurant. Collaboration with the wrong influencer can tarnish your reputation.
- Check Past Collaborations. Examine their previous partnerships. Were the promotions genuine, or do they seem forced?
Finally, don't forget to engage after choosing your influencer. Your restaurant marketing should involve an ongoing relationship, not a one-off transaction. Building rapport can lead to authentic content that actually resonates with their audience.
Let Influencers Lead the Way
Once you've found the right influencer, trust them to work their magic. You hired them for their expertise. So give them the creative freedom to showcase your restaurant in the best possible light. After all, they've built their following through creativity and authenticity. These are qualities that can make your restaurant marketing shine.
While you may love seeing your brand name in front of new people... the real goal here is to get tonnes of photo and video content without hiring a photographer.
Hiring a photographer can be pricey for restaurants. Influencers often create high-quality content for a free meal for two or more. Set some rules about meal pricing to keep it in check. Influencers also have the time to take lots of quality photos for social media. It’s cost-efficient and you’re working with people who like your brand. That's a win!
Here's how to step aside and let the influencers do the heavy lifting:
- Provide guidelines, not a script. Give influencers an overview of your restaurant's vibe, must-try dishes, and any specific themes for the post. Avoid stifling their creativity.
- Allow genuine audience engagement. Encourage influencers to interact with their followers in the comments. This not only boosts engagement but also builds excitement around your restaurant.
- Emphasise storytelling. Influencers thrive on personal stories. Invite them to share their experience dining with you. You can showcase the atmosphere and culinary delights.
- Share user-generated content. When influencers post, share or repost their content on your own platforms. This creates a seamless brand presence and shows appreciation for their work.
Incorporate the following tips to make the most of influencer partnerships:
- Choose influencers who align with your brand values.
- Leverage different platforms—from Instagram to TikTok—to reach diverse demographics.
- Track engagement rates to select effective influencers.
- Encourage them to create engaging content that displays your food in all its glory. Think mouth-watering shots and lively videos.
Conclusion
Influencer marketing is a mighty tool in your restaurant marketing arsenal. It can boost audience engagement and amplify your brand’s reach.
Collaborating with the right social media influencers lets you showcase your menu. It can also create a buzz that lures in hungry patrons.
Let influencers work their magic; after all, they know how to charm their followers!
With the right strategy, digital marketing for restaurants becomes a breeze. A way to turn ordinary meals into must-try experiences.
The best marketing doesn't feel like marketing. - Tom Fishburne
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We use the term 'restaurant' throughout the article for consistency. However this guide can be generally applied to any type of food shop, including but not limited to: bakeries, bars, bistrots, boulangeries, butcheries, cafés, cantinas, caterers, coffeeshops, delis, diners, eateries, food trucks, grocers, patisseries, pubs, and more.
Maynuu
❇️ Once your influencer campaign takes off, you'll need a way to manage all those orders.
