Restaurants Facebook: How To Boost Sales

As we move into 2017, digital marketing becomes an indispensable strategy for national and local businesses alike, including restaurants. There are plenty of options for Facebook restaurant marketing, and the endeavour can feel overwhelming if you do not know how to make use of the avenues available.

To get you on the right track, we highlight five practices that can improve the effectiveness of your Facebook advertising campaign:

Being More Responsive

Facebook has a feature that displays how quickly pages can provide a response to visitor enquiries. It is called the Page Responsiveness feature. The Page messaging feature can be turned on and off, depending on your preference. Once it is enabled, visitors will expect a response from your page.

Facebook says your page can only get the ‘Very Responsive to Messages’ badge if you:

  • have a response rate of 90%
  • have maintained a median response time of 5 minutes for all responses provided

So how can you use this feature to show your customers and visitors that you care? Simple: be more responsive and reply to queries and concerns promptly. If your admin responds in less than 5 minutes, Facebook will add the ‘Very Responsive to Messages’ badge to your page.

On average, 40% of customers expect a response within an hour, while 32% expect an answer within 30 minutes. As a local business, you can get ahead of your competitors by optimising your social customer service.

Using Eye-Catching Food Photography

Textual content is an undeniably important element of any ad, but an equal amount of attention should be given to visual content; in the case of restaurant ads, perhaps more.

[Tweet “#Facebook does not allow images in ads to have more than 20% words. #RestaurantMarketing “] This tells us that images are intended to grab attention, not convey a message. Take advantage of this valuable real estate within your ad. Since you are promoting a restaurant, HD photographs of your food will be sure eye-catchers.

Restaurants Facebook

Having a Dedicated Landing page for Your Facebook Ad

Only 44% of clicks for B2B companies are directed to the business’s home page, not a special landing page, says MarketingSherpa’s Landing Page Handbook (2nd edition). Landing pages are the heart and soul of a lead generation effort, and very rarely should you connect an ad to your website without directing your visitors through a landing page dedicated to your Facebook ad. Why are they so effective? They educate users before asking them to buy.

Remember, Facebook advertising is not cheap. You are spending money on your clicks and you want each one to count. To maximise your efforts, send your visitors to a page that provides a clear direction of what they need to do.

Having a Landing Page that Loads in Under 2 Seconds

In digital advertising, every second counts. If a website is making US$100, 000 per day, a one-second page delay can potentially lead to lost revenue of $2.5 million every year. A survey conducted by Akamai and Gomez.com reveals that about 50% of users expect a site to load in 2 seconds or less, or they will abandon the site.

There is no denying it: loading time affects your bottom line. Make sure that the landing page connected to your Facebook ad lives up to the customer’s expectations or you may be losing valuable opportunities.

Restaurants Facebook - Restaurant Marketing Agency

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Using a CTA with High-converting Text

Visitors who do not click will not convert. And the easiest way to get them to click is through a Call-To-Action (CTA) that drives them into action, whether to purchase, sign-up or subscribe. The problem is that CTAs are often overlooked and, thus, underutilised.

In a case study by Versio2, a renowned high school in Switzerland averages 12 times as many new leads per month compared to the previous year – an improvement following an implementation of an effective CTA.

CTAs are easy to implement and can be as simple as a box with some text. How and where they are placed is where the challenge lies. One thing to always remember when writing your CTA is keeping in mind your potential customers and paying close attention to the cues they are most likely looking for.

Facebook is a fertile advertising platform, but it can only achieve so much if you do not maximise the opportunities at your disposal. Apply these practices in your ad campaign strategy, and you are bound to see some success in the near future.

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