Food Photography Marketing: How To Boost Sales With FoodPorn
There’s no business competition quite as fierce as the restaurant business.
Any successful restaurateur knows it takes time, energy, and true out-of-the-box thinking to sustain a thriving business. Not only do restaurants need to be set apart from competitors and adopt a unique identity, but owners have to promote this identity in a way that reaches customers and draws in a steady, loyal crowd.
Work smarter, not harder.
This is advice people in the food industry can’t afford to forget. At the end of the day, promoting your restaurant online may be the last thing on your mind—but it should be the first.
The purpose of developing a strong online presence is to attract and engage customers for your restaurant. In other words, content marketing helps you get found online and keep customers.
But what if you already have a Facebook page or a website? What if you even have a Twitter handle or a blog?
Most restaurants have websites, and many can be found on TripAdvisor and Yelp, but a small portion of restaurant owners are leveraging their full potential to acquire and sustain customers. An even smaller portion is actually utilising the most invaluable tool in the industry: visual marketing.
Food Photography Marketing Understand the FoodPorn RevolutionVisual marketing is a must for any restaurateur because of two words: Food Porn.Click To Tweet
If you’ve ever browsed Instagram, you know the term.
Smartphone cameras, Instagram filters, custom-made visual apps, and the general trend of sharing our lives publicly, have revolutionised the way we think about and glamorise food.
You don’t have to be a professional foodie to want to snap a picture of your favorite dish and upload it on the Internet. If your customers are taking pictures of their food, why shouldn’t you take high quality photos of yours?
Arguably the most important way to encourage people to come eat your food is with professionally shot, drool-inspiring images. The foodporn craze is fueled by the effort to generate quality food photos and distribute them across as many social media platforms as you can.
If executed well, these photos don’t just appeal to the viewer craving food; they appeal to the viewer craving an experience. You’re promoting your atmosphere, community, and local charm—along with your enticing menu.
According to a report on the foodporn industry from Chicago-based food research and consulting firm, Technomic Inc., “Culinary creatives prioritizing the photo-worthiness of their dishes made the top trend in a list of restaurant strategies for 2015.”
Senior manager of the firm, Jackie Dulen Rodriguez, even suggests that because the younger generation lives digitally, “they don’t want to eat a meal if they are not going to take a picture of it.” What does that mean for restaurants? It means visual appeal has to be a bigger priority than ever before.
Prato, a restaurant in Winter Park, Florida, featuring handcrafted Italian cuisine, leverages the art of food photography while cultivating a unique, local brand identity. Not only does the restaurant’s Facebook page share the latest new creations on an ever-changing menu, but it also taps into the local community.
Swine & Sons, another Winter Park restaurant, succeeds in attracting brand new customers through visual marketing. If you’re opening a new restaurant, why not put all of your favorite dishes or items on display for the community to see? Create custom-made images to let people know you’re here.
Forget generic. Create custom-made Food Photography Marketing
It’s true: Anyone can take photos of food on their smartphone. But visual marketing that attracts and sustains customers requires a little more than DIY-style images. The restaurants that are doing it right are making it look easier than it really is.
Taking unique, quality photos requires the right lighting, presentation, placement, angles, experience and of course professional camera equipment. For tips on easing into food photography, check out Katie’s post for bloggers.
But, it’s more than presentation: creating quality visual content means developing a consistent style that is cohesive with your brand.
Your custom-made food photography marketing should align with your restaurant’s personality, vision, and team. Each photo should tell a story, and this story should be shared online where it will have the most exposure.
Don’t Forget To Invite Twitter To The Party
Updating your restaurant’s Facebook page is immensely important, but don’t forget to distribute your visual content on other sites.
Many restaurant owners haven’t even scratched the surface of, and leveraging this tool will transform your online presence.
Consider Twitter Cards in your visual marketing strategy.Click To Tweet
You can attach enticing photos and videos to your tweets that will drive traffic to your site, menu, and ultimately your restaurant. Take Twitter to the next level to provide an expansive media experience for your website visitors who tweet your images.
Forbe’s guide to using Twitter Cards shows users how to take their tweets beyond basic text and add visual interest through images, product info, videos, and more.
If you’re too busy to fumble with Twitter Cards or learn more about social media and visual content marketing, consider hiring someone else to handle social media management, website maintenance, or website design to ensure your business has the tools and strategy in place to succeed. Either way, you can’t afford not to enrich your visual online presence.
Benefits Of Having An Interactive Menu Featuring Shareable Food Photography Marketing Images
[Tweet “Some restaurants are beginning to see the value in #OnlineMenuSystems — in a big way!”] Some restaurants are beginning to see the value in online menu systems—in a big way! In just one day after launching a mobile payment and ordering app, 75 percent of all Taco Bell’s locations had already processed a mobile order.
Restaurant owners can’t ignore the power of branded foodporn images, especially when shared across all major social networks, including Facebook, Twitter, Pinterest, LinkedIn, and Google +. Not only is a menu ordering system free marketing, but it takes convenience to the next level. Restaurant Marketing Agency invites restaurant owners to see the major perks in a responsive restaurant ordering system:
– Customers can place an order via your website from any device.
– There are no commission fees on orders or hidden costs.
– Orders are unlimited.
– The system is compatible with many leading gateways (PayPal, Stripe, WorldPay, etc.).
– And, most importantly, your customers can share images on social media.
Restaurateurs don’t have to fret about complicated features
a restaurant ordering system will make your website more user-friendly.Click To Tweet
You can also showcase different types of meals (breakfast, lunch, or dinner) in an interactive slide animation. To make online ordering a piece of cake, make sure your website is friendly for mobile devices. To learn more about how to make mobile ordering easy, check out these 3 Ways Consumer Psychology Affects Restaurant Online Ordering Behavior.
The power of innovation
To demonstrate just how powerful foodporn visual marketing is in the food industry, this article touches on how restaurants are attracting customers and smartphone owners—locals and tourists—and building a more innovative and stylish brand.
Head chef of Israel’s Carmel Winery, Meir Adoni, wanted to connect to “youngsters who experience food through the lens of a smartphone.” He created a project called Foodography, which has taken the foodie world by storm. You can learn more about his project here. Guests who participated in Foodography included wine critics and food bloggers across the world, and within minutes #fdgr became a trending topic on Instagram.
The project made it to the evening news and mainstream newspapers. Not only are all events now fully booked with an expanding waiting list, but Carmel Winery earned $400,000 worth of free media exposure. Sales rose by 13 percent, and they reached every foodie in the country—and 20 percent of Israel’s population—without the use of traditional media.
If restaurants want to connect with a younger generation of loyal customers, they have to drive people to their website, Instagram, and other engaging sites.
Drive Visitors To Your Restaurant Website With Professional Blog Management
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Consistent updates = SEO benefits
Restaurant owners who value fresh, quality content—visual or otherwise—will reap the SEO benefits.
Visual content marketing and SEO go hand-in-hand.Click To Tweet
If you want Facebook and Twitter viewers to turn into regular customers, you have to display top-notch content that represents your restaurant well—and you have to do it often.
According to Forbes, the efforts you spend on SEO can doubly improve your social media reach, just as your social media presence can dramatically increase your search rankings.
Using hashtags to gain visibility—and understanding the power of a well-crafted tweet, post, or image—will encourage more external sites to link to your content.
Kissmetrics points out how many marketers believe links to your website from various social media accounts have a tremendous impact on ratings. Links to your posts on Facebook and Twitter help search engines acknowledge which websites are credible and which ones should be ranked for certain keywords phrases.
Social media profiles rank in search engines.Click To Tweet
For this reason alone, we urge restaurateurs to understand the value of active, engaging social channels.
The bottom line? Visual content marketing, and social media engagement, in general, is too valuable to leave by the wayside. Don’t leave your restaurant’s future to chance—put your social media management and website maintenance in the hands of someone who knows how to best share your brand and attract customers.
Need Help Creating and Scheduling Content To Engage Your Target Audience?
If you would like us to create engaging content for your social media accounts to help promote your restaurant across the major social networks, Facebook and/or Twitter to attract new customers and widen brand awareness, contact us today.
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