Are You Retargeting? How Mastering It Amps Up Your Restaurant Marketing

Are You Retargeting? How Mastering It Amps Up Your Restaurant Marketing

By Tim Hilton, Foodable Industry Expert

Advanced Digital Marketing Series:  Part Three: Are You Retargeting? How Mastering It Amps Up Your Restaurant Marketing  

Digital marketing can be frustrating. You’ve invested time, money, and effort into setting up a website, mastering social media, search engine optimization, and maybe even ventured into paid search and conversion optimization. Even with all of this you might still find your customers are leaving your website before they make a booking or hire inquiry, sign up to your membership program, or take any other desired action. But all is not lost just yet.

Ever been searching for something online and, as if reading your mind, ads start appearing on websites you visit showing exactly what you’re looking for? This is what’s called retargeting (or remarketing, depending on who you ask), and is one of the most powerful secret tools of many digital marketers.

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The ABCs of Restaurant Marketing With Paid Search

The ABCs of Restaurant Marketing With Paid Search

Advanced Digital Marketing Series Part Two: The ABCs of Restaurant Marketing With Paid Search (Part One here: What Is Conversion Optimization? 5 Tips to Take Your Restaurant to the Next Level)

Search Engine Marketing (SEM) or Paid Search is a common form of digital advertising, however, not many restaurants take advantage of this powerful tool. Although a dedicated part of most e-commerce businesses, it’s an area of marketing often overlooked within the restaurant industry.

Paid search allows you to target potential customers searching for keywords relating to your business with the aim of increasing traffic to specific pages on your website. Paid search allows you to advertise on search engine results pages (shown as “sponsored” or “ad” links), as well as websites set up to accept ads from the advertising platform you’re using. You pay for each time a user clicks on your ad (called pay-per-click, or PPC for short).

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What Is Conversion Optimization? 5 Tips to Take Your Restaurant’s Website to the Next Level

What Is Conversion Optimization? 5 Tips to Take Your Restaurant’s Website to the Next Level

By Tim Hilton, Foodable Industry Expert

If you’re running a small- to medium-sized restaurant, chances are you’ve probably already engaged in some form of digital marketing. You have a website, you’re more than likely on a few social media platforms like Facebook and Instagram, perhaps you’ve invested some money on Search Engine Optimization for your website, and might even be running an AdWords campaign or two.

Your website exists for a reason and should contain a few goals, actions, or tasks (referred to as Key Performance Indicators or KPIs for short) you want your website visitors to perform. Maybe your main goal for the traffic you’re receiving is to make a booking, sign up for your newsletter, or join your membership program. Whatever your KPIs might be, eventually you’ll want to invest some time in Conversion Rate Optimization (CRO) to increase the visitor-to-action-taken ratio — and subsequently, your return on investment.

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