Targeted Email Advertising
There is a definition of marketing that says marketing means connecting with the audience at the best time and place. This means that if you want to do the right marketing for your business, you need to be where your audience is.
Due to the expansion of the restaurant industry, if you do not plan properly for your restaurant, you will be doomed to failure. What does properly targeted email marketing planning mean? It means being where our audience is. Online space.
Today, people spend more time online than in previous years. If you want to get your customers in the best time and the best place, do not doubt that today that place is online space. To have a strong presence in the digital space, you need to acquire a science called digital marketing. If you have not heard anything about it or you do not understand its use in restaurant management, we suggest that you stay with us until the end of this article. In this article, we will first get acquainted with digital marketing and then we will deal with digital marketing applications in restaurant management.
What is digital marketing?
Digital marketing experts consider marketing as an umbrella that covers all activities in the digital field. Various businesses use digital marketing tools such as websites, social media, Google search engine optimization, targeted email marketing, and more to attract new customers and stay in touch with current and future customers.
The fact is that people spend more time in cyberspace than in previous years. As a result, their lifestyles have changed, and it can be assumed that their purchasing methods have also changed. These sentences show the importance of digital marketing.
Marketing always has one meaning: communicating with the audience at the best time and place. This definition now means that we have to be in a place where the audience is also present, namely the Internet and cyberspace.
Before we open the discussion of digital marketing for you, we want to get acquainted with a topic called introverted marketing. Inbound Marketing or introverted marketing is a type of digital marketing that consists of four stages. Attracting the audience, turning the audience into a sales lead, turning the lead into a customer, and finally delivering value beyond the customer expectation are the four stages of introverted marketing. And all these steps take place online. The purpose of introducing introverted marketing in this section is that many people may equate introverted marketing with digital marketing, which we will introduce in full later. We have to say that there are slight differences between them, and when we discuss the impact of these differences with different businesses, we realize how much these small differences have a big impact on businesses.
The precise definition of digital marketing
From your restaurant site to all the online tools that introduce your restaurant such as digital advertising, email marketing, online brochures, and… includes a huge range of tools and tactics, all of which are called digital marketing. they take. The best digital marketers have a clear picture of each of these digital tools to achieve their key goals.
As a manager, you should also ask the digital marketing department of your restaurant, firstly, to provide all possible digital tools to introduce your restaurant services, and secondly, to have a specific plan for operating in each of them.
Digital marketing tools include the following:
- site
- weblog
- eBooks
- Infographics
- Interactive tools
- social media
- Brand assets (such as logos)
- Online brochures
Digital marketing techniques:
Search Engine Optimization (SEO)
The process of optimizing a site to get good and high rankings in the results of search engines, especially Google, is called SEO. If your site is optimized in keywords related to your business activity and ranks first in search results, it will increase your site traffic. One of the most important steps in SEO is to register your location on Google Maps or local SEO so that you can better attract your target customers.
Content marketing
Producing good and relevant content and promoting it is called content marketing. Our goal in content marketing is brand awareness, site traffic growth, increased social media traffic, and customer engagement.
network marketing
They say the activities you do on social media to grow your brand and content. The goal of social media marketing is also brand awareness, increasing site traffic, close customer relationships, and generating sales leads.
PPC ads (pay per click)
One way you can increase your site traffic is through click-through advertising. Click-through advertising means that you pay for each click on your content. The most common advertising tool is Google AdWords ( Google AdWords ).
e-mail marketing
Some companies use email marketing as a way to reach their audience. Emails are often used to promote content, introduce services, offer discounts, and event notifications.
Online PR
Public relations in cyberspace will increase your communication with the audience. This is the answer to the questions that your audience puts in the comments section or the answers to the comments that are raised on social networks.
** Digital marketing tools and tactics go beyond what is mentioned here. The reason why this is enough is that, firstly, we do not want to have a specialized discussion of digital marketing here, because it may be boring, and secondly, we want to discuss specifically, and things that have not been announced. Not widely used in restaurants.
The difference between digital marketing and introverted marketing
Now that we are somewhat familiar with the topic of digital marketing, let us once again give you a more complete definition of introverted marketing. To do this, we use the following figure.
We said that introverted marketing has four stages. In the first stage, you attract all the audiences, many of whom may not be familiar with your business and turn them into visitors. This step is done with tools such as blogs, SEO, and social media publishing. Second, you need to turn these visitors into sales leads. This step is also done with forms, landing pages, and CTAs. The next important step is to get your customers out of these leads. Customer relationship management and email marketing systems can be the tools of this stage. The final step is to provide services beyond your customers’ expectations by polling, smart content, and monitoring your social channels.
Now you understand why we are looking for the difference between digital marketing and introverted marketing. The two are very close, and if one reads the descriptions of both for the first time, one says that the two are exactly the same. Yes, both look the same at first; Both occur primarily in the online space, and both focus on producing quality content in the digital space. So, what is the difference between them? Let’s leave aside the formal literature and marketing here to tell you directly the difference between the two. Digital marketing does not differentiate between introverted and extroverted marketing. Extroverted digital tactics convey a direct advertising message to all possible people in cyberspace, regardless of whether it is appropriate for individuals or not. While introverted marketing says you should spread your message where your target audience is. Suppose you want to advertise your restaurant or fast food in cyberspace. Are you coming to spend on a social media channel whose audience lives mostly in foreign countries? Is anyone willing to come from one country to another because of your restaurant? Of course, this type of advertising leads to branding, and surely if one day tourists come to our country, one of the dining options will be your restaurant. On the other hand, suppose you place the same ad on a channel that includes members of a group of people who live near your restaurant. Do not doubt that in addition to the cost of advertising, the profit will be returned to your account. Are you coming to spend on a social media channel whose audience lives mostly in foreign countries? Is anyone willing to come from one country to another because of your restaurant? Of course, this type of advertising leads to branding, and surely if one day tourists come to our country, one of the dining options will be your restaurant. On the other hand, suppose you place the same ad on a channel that includes members of a group of people who live near your restaurant. Do not doubt that in addition to the cost of advertising, the profit will be returned to your account. Are you coming to spend on a social media channel whose audience lives mostly in foreign countries? Is anyone willing to come from one country to another because of your restaurant? Of course, this type of advertising leads to branding, and surely if one day tourists come to our country, one of the dining options will be your restaurant. On the other hand, suppose you place the same ad on a channel that includes members of a group of people who live near your restaurant. Do not doubt that in addition to the cost of advertising, the profit will be returned to your account.
Is Digital Marketing Right for Any Business?
Digital marketers say digital marketing works for any business and in any industry. No matter what your company sells, digital marketing involves identifying buyers to understand their needs and creating valuable online content. And that means all companies, whether B2B or B2C, can benefit from digital marketing tools and tactics. Only the tools and how to use the tools may be different. How do you think restaurants can use digital marketing?
How long does it take for digital marketing to see results?
With digital marketing, you can be sure that you can quickly see the results of your online activities, and this result is much faster than offline marketing. In fact, it’s because of the simplicity of calculating the ROI.
If you take the time to identify your audience's personality, as well as focus on producing good quality content, you will likely be able to see great results in the first six months of your career.
If you also use paid advertising, you will get results faster; However, we suggest that you put this aside for now and focus on organic (free) activities such as good content, SEO, and social media to ensure that your future success is sustainable.
We now turn to digital marketing tools and techniques that may be useful in your collection. One of the most important and necessary tools in restaurant management should be a priority for restaurant management is a regular activity in social networks. If a restaurant owner wants to choose only one of the digital marketing tools and techniques to work with, it is undoubtedly the case with social media. These days, many hours of people’s lives are spent on social networks. According to our definition of marketing (being where the target customer is), restaurants need to turn to social media to find customers and grow their business. Today, Instagram, Twitter, Facebook, and Telegram are the social media of most people in our country. Meanwhile, Instagram and Twitter have more power than other media. Plan to be on social media as soon as possible. Define your content strategy for social media presence. The content you use on Twitter should be very different from the content you post on Instagram. If you do not have enough information in these cases, be sure to consult a digital marketing expert who also has experience. Content writing is a very important topic in digital marketing. Consider a detailed strategy for your content marketing. Stories that happen in your restaurant, celebrations that take place, events, menu photos, and especially photos of restaurant food are some of the most important content that you should publish on your social networks. Do not underestimate the power of social media! If you do not have enough information in these cases, be sure to seek advice from a digital marketing expert who also has experience. Content writing is a very important topic in digital marketing. Consider a detailed strategy for your content marketing. Stories that happen in your restaurant, celebrations that take place, events, menu photos, and especially photos of restaurant food are some of the most important content that you should publish on your social networks. Do not underestimate the power of social media! If you do not have enough information in these cases, be sure to seek advice from a digital marketing expert who also has experience. Content writing is a very important topic in digital marketing. Consider a detailed strategy for your content marketing. Stories that happen in your restaurant, celebrations that take place, events, menu photos, and especially photos of restaurant food are some of the most important content that you should publish on your social networks. Do not underestimate the power of social media!
The website is another very important tool in digital marketing for restaurants. Having a good and suitable site for a restaurant, with a menu, the possibility of booking food, the possibility of registering an order and sending food are the hallmarks of a good restaurant site.
Take the issue of ordering food online very seriously. If you do not have enough time and money to set up such a site, be sure to use the available platforms for ordering food online. Many restaurateurs ask me which of these online food ordering sites should I place my restaurant on? The answer is very simple. You will not be charged for attending these sites. So even if an order is not issued to your restaurant on a site, at least the people who are present on that online food ordering site have seen the name of your restaurant and have probably seen your menu for once.
Targeted Email Advertising & marketing is one of the digital marketing techniques that restaurant owners can plan well for. Email is still the most powerful marketing tool in the world. If you can, inform me about the discounts that you offer for different occasions or the important events that you hold by email. Existing email submission tools provide excellent reports on the number of clicks and the opening of emails by the audience.
Don’t forget online public relations. Especially on social networks. Spend hours each day answering questions from your channel members. If there is a comment under the article on the restaurant site, be sure to respond to your audience as soon as possible. This is how the customer feels that you care about their feedback, and this is very valuable to the customer.
Be sure to do research on other digital marketing topics, especially SEO, click-through advertising, local marketing, interactive tools, and your digital assets. Due to the length of this issue, we will end this article here, but if your request is with the Speeds blog, we will definitely discuss each of the digital marketing tools and tactics separately. If you have a question or point about any of the above topics, ask your question through the comments section so that we can answer you as soon as possible.
