Online marketing | BrandEd

Online marketing

This is a guest post by Linda Dessau of Content Mastery Guide.

Food is a big part of life and an easy topic to work into conversations, yet many restaurants aren’t using a blog to have ongoing conversations with their customers. Now you might be thinking:

 “But we post all the time on Facebook!”

Being social on sites like Facebook, Pinterest, Instagram or Twitter is important and valuable, but that’s the equivalent of handing out samples at a big food fair. Right after they consume your sample (your message on social media), readers are likely to encounter another interesting delicacy and may soon forget all about you.

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Dining out should be an experience, today most of us have integrated technology into our daily lives. For restaurants technology is being used by consumers and by the restaurant’s staff throughout the entire dining experience. Now servers take orders on handheld electronic devices, restaurants are using digital POS systems, Tablets are on tables to order wine or to review a menu, even the back of the house uses technology to guarantee accurate orders. Technology is most definitely a part of the dining experience at restaurants. In a business that still requires human interaction, does technology improve the dining experience at a restaurant? Read More…

Ever notice how once you discover something it starts showing up all around you? It seems like for some brands social media has all of a sudden blossomed into this new and incredible marketing medium. I suggest that all brands become active in social media, however I encourage my clients to take the time to understand that social media is not like other advertising mediums.

Comfortable is convenient, it is also safe. No matter the industry you are in technology sprouts new and better ways to produce results. In marketing or advertising new mediums don’t often sprout overnight. Therefore when something new like social media comes around it takes time to understand. Walk, and don’t run into social media for this reason.

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Has a more educated and informed costumer translated into managed expectations? Or are customer expectations just being managed better by brands? We are in the information age, consumers know more about your restaurant brand, product or service before they even contemplate making a purchase decision.

The power of the internet offers both brands and the consumer advantages. By utilizing a Content Marketing strategy brands can share information about their product, service and their experience. When this is executed correctly, customers are more knowledgable and prepared thus limiting the number of poor customer experiences. Read More…

It is recommended to understand the WHY before proceeding with the HOW. It is no different when using Content Marketing as a strategy for your restaurant. Content Marketing is Brand Marketing. Content Marketing is the practice of creating and sharing relevant content to help support a brand’s message. Content Marketing is the here and now for restaurant brands.

Why Invest in Content Marketing?

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A marketing goal for all brands should be to control their own media. All brands now have the ability to own their media distribution through controlled media. With the continued emphasis on relationship marketing, two-way conversations and brand advocates, brands need to consider themselves as publishers of content. As a publisher you need to make sure you are in control of how you share your content.

This is Not An Attack On Paid Media

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As marketing continues to evolve some older practices still work, one of those is a S.W.O.T. Analysis. This time lets conduct one for your digital brand.

First off, what exactly is a digital SWOT Analysis?

A digital S.W.O.T. is a strategic analysis of your business to help identify your brands online STRENGTHS, WEAKNESSES, OPPORTUNITIES and your THREATS. By going through this process you will have a better idea of of how strong your brand’s online presence is and where you have opportunities to improve. This process also helps you identify untapped resources, and opportunities to better optimize your content for increased search results. The threat part of the process helps with competitive analysis and preparing your brand for threats from competition and from the Internet such as Google algorithm updates which are occurring more regularly as the web continues to evolve.

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Almost everything you read on the Internet today regarding online marketing talks about content. Either sharing it, creating it or curating it. For some industries it’s harder than others to come up with content. The easiest kind of content to share is the content that already exists. Just like a bowl of fruit, fresh variety can go along way when it comes to creating and sharing content.

What kind of content should a restaurant share? Content can include everything from pictures of your food, to new menu items to a blog post sharing insights into your newest location. Think about sharing a video demonstrating how your head Bartender makes your signature cocktail or instructions on how to properly use chopsticks. Content should serve a purpose, it can be informative and helpful, it can reinforce the brand experience or it be fun and entertaining. Not to mention that content can come in many different forms; text, photography, audio or video. Read More…

Time doesn’t stand still and neither should your brand. I was reminded of this recently when I revisited a former client’s restaurant. I have been fortunate to work with all kinds of clients, not just in the restaurant category. One client in particular had a wonderful quality, almost a sense of transformation associated with their product. The passion, the experience and the food made this multi-unit Steakhouse concept unique. You could sense it the moment you walked in the door.

As a marketer it is your job to help tell a brand’s story. The beautiful thing about branding is that it’s about building an emotional and a personal connection for customers with the brand. On the flip side it is because of this that brands need to grow and change with their audience. Never looking back but always looking forward. Read More…

Restaurants like most brands look to build loyal supporters, fans and brand advocates. There are many ways to communicate with your followers, but what do you do with them once you have their attention? If you are abusing the relationship by simply broadcasting you are not paying attention to new marketing trends.

Social Media has created a great vehicle to enhance two-way conversations with brands and their customers.  A two-way conversation requires brands to listen to their audience, this is exactly what good brands are doing today. Say goodbye to push marketing and forcing messages down consumers throats. Say hello to listening and learning… introducing Crowdsourcing.

What is Crowdsourcing?

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No matter the size of your restaurant or the number of units, Social Media is a marketing practice that you need to be using to promote your restaurant brand. It