The recent rise in the Omicron variant of COVID-19 and its rapid transmissibility has promptly brought restaurateurs back to hot water. For some locations, dining with presence has only recently been brought back to the playing field, along with the option of group dining and normal business hours. As businesses plan a quick response and prepare for a possible shutdown, here are four digital marketing strategies to help amplify your business reach, presence, and production.
1. Make sure your ads are up-to-date, accurate, and reach the right audience.
With the new variant, your location may well be forced to return to off-building dining, or worst-case scenario shutdown indefinitely. If you are able to offer your customers the option of moving from one vehicle to another or relocation during this time, make sure that they are not only aware of this possibility, but also exposed to the allure of this possibility. Take a look at your online analytics. What demographic are you currently targeting? Do you advertise on a platform where people spend most of their time? As people prepare for the threat posed by the Omicron variant, they may be spending more time on social media and websites and less time driving your work. If you have space in your budget to set aside for advertising spend, now is the time to do so. I get them wherever they are. Certain marketing automation gives you the ability to know your gender, age, and demographics for the geographic targeting you’re reaching and the ways you can do it. Take advantage of it. Advertise your takeout menu, driving safety precautions, and the ability to serve your customers in the way they feel safe. It’s not enough just to market your product now – market the steps you take to ensure the safety and happiness of your customer base.
2. Be present, even if you can’t be in person.
If your business should be temporarily closed due to an Omicron variant, you still have the ability to stay ahead of the interests of your customers and the local community. Take advantage of online posting, whether it’s on Facebook or Instagram, and report what’s going on. If possible, reach out to local clients and the community organizations you work with and start an online campaign that gives you the opportunity to interact with people. What menu items do they miss the most? What is one of their favorite memories of your restaurant while they wait to reopen? A strong customer base and community connection will take you far once restrictions are lifted, and the ability to be transparent and connect with consumers will take a long time.
Maintain consistency. It may sound crazy, but one of the biggest challenges of the past year has been the deteriorating digital presence of the site. Back in March, the brands that decided to stop or eliminate online advertising fared far worse than those who chose to keep it. why? Well, it is crucial to note that you don’t have to completely remove digital ads during unprecedented times and instead consider it as an opportunity to stay online and in front of customers, just on a different level. This may mean that you are pausing your campaigns, or simply shifting your budget to fit what you can offer at the moment. Instead of canceling your digital marketing vendor subscription or your entire subscription, try rearranging your campaigns. This is one of the pros of marketing automation and having a 24/7 online presence. Perpetual Advertising gives you the ability to control your ads whenever you want with our subscription based advertising services.
3. Do you have a loyalty rewards program? Kick it into high gear.
One way to really engage with your customers and keep them coming back is by using one of the basics – your loyalty rewards program. What menu items or experiences have you provided as a reward in the past? Interact with your most loyal customers and offer a free meal or meal based on the number of deliveries they order. For those who have worked with your business for a long time, look at what bonuses you will receive that will give them discounts. Encourage your customers to drive them to order and interact with your site more, no matter where they are.
4. Create a challenge at home.
Have you ever tried to perfect your favorite restaurant recipe? With more time at home trying to stay safe, customers can cook their own meals. Present a challenge to get the best looking burger, a more impressive typical dining experience or something attractive that will not only give customers a way to interact with and market your brand but will put time and energy back into your business. Winners can receive meals and/or gift cards for future use. You give them an incentive to visit and come back to your business, not to mention the free marketing runners they will for you when competing.
The COVID-19 pandemic was one of the most impactful and ending events of the last century. Business owners continue to face challenges and changes every day. We hope these digital marketing strategies help you and your business.
Marie Hanola is the Director of Marketing at Eulerity. Eulerity is the world’s most efficient local marketing platform. Using machine learning and automation, Eulerity’s state-of-the-art technology simplifies the complex world of developing and implementing digital marketing programs – all for a fixed, transparent fee. The technology-based SaaS model is a fraction of the cost of traditional vendors. For more information on how Eulerity can amplify your online ads through marketing automation, visit https://eulerity.com.