All Posts, Marketing, Web Design, WordPress
Hungry for more? Right on the heels of last weeks blog are more juicy tidbits for restaurateurs and the importance of having a website. Whether a Mom & Pop or listed at the top of Zagat…tuck in the napkin and get ready for another serving!
* Taking it to Go ~ Because Smartphones have almost become an appendage, it is essential for people to be able to look you up while on the go. When people hear about or pass by a fab restaurant which offers a favored cuisine, the first thing they do is get on the internet and look for more information. Whether that’s the menu or a recent review – if you don’t have a website chances are that those folks might pass you by or pass you up when making their selection. An important point to make here as well is to ensure that your restaurant is easily searchable. You want your entire menu online, dish by dish. Using a PDF may seem like an easy, cost-effective solution as they are easy to download on a computer/laptop. However, in order for someone to find you using a search engine and make proper use of “tags”, you must have an itemized online menu. If possible, you should also try to have a mobile version of your website which will make reading the menus easier if opened on a Smartphone device.
*Cater to the Customer ~ If you are one of the many restaurants that offer catering services in addition to your in-house offerings, people should know this. But guess what, many probably don’t! Aside from your physical menu or waiting for a catering gig call, your website should be used as another promotion tool and done so in a prominent area. The goal is to build greater awareness of the expanded services you offer and generate more business. This way the customer might come to sample some food initially for the catering gig, but might become a faithful fan for other times. And the reverse has happened many times as well – someone comes in and loves a particular dish or your culinary style and wants you to cater an event. It’s all about using each opportunity and tool available to build your customer base – to be in mind for dinner time or party time.
*The Bottomless Cup of Possibilities ~ There are so many layout and design options it’s like a never-ending cup of good Joe. The restaurant web design business has become big business. WordPress designers have capitalized on this and it has become a great website option especially since it’s super easy to manage the content and update regularly. This is “muy importante” for a restaurant with a changing menu and daily/weekly specials. But keep in mind that clean designs are best and adding vibrant, crisp images will make customers eat with their eyes first. An attractive yet informative website with regularly updated content and promotions is a place where customers return time and again – good for their bellies and great for your pockets!
All Posts, Marketing
When I first started Design Theory, it was in 2008. I remember my first client like it was yesterday. Yea, it was a client from hell. I’m being honest. Instead of backing down, I made self assessments and made sure to learn from mistakes and vulnerabilities right out of the gate. The ironic thing about that first client is that I never ended up doing something in that industry to date.
Target Tip #1 – Gathering more information on a clients industry. This is probably a basic marketing 1o1 tactic, but since I didn’t go to school for marketing, I learned it in the real world. Each client that you have is probably in business for a completely different industry than your other clients. One of our “theories” is to take time to understand our client and their business as if we work with them. We ask about your business, what makes your products special, understand your pricing models and workflow. Essentially we try to look at it the way you look at it, and then use that to offer great ideas to create or improve your website.
Target Tip #2 – Identifying the industries you understand best. If going through your portfolio you realize you have a few sites or designs that all are from a specific industry like models, industrial, real estate, etc; look for some similarities. Are the layouts similar? Are the fonts close in likeness? Is the content familiar? Chances are you have a good idea of this business. Maybe good enough that you could start your own business in it. That’s a good thing because it shows you really grasp the economics of the industry. So take that knowledge and create a package that speaks to prospective clients of that industry. Visualize yourself pitching them a sale, and use your experience and portfolio as your reputation.
Target Tip #3 – Use Linked In. At once considered the #2 social network, Linked In is still a powerhouse of networking opportunities for freelancers and job seekers. Chances are you may have a connect that is or directly connected to some franchise owners. Get a referral connection or reach out to them if you’re already connected and ask for a meeting. They’ll be a little less reluctant to talk to you if you’re somewhat familiar to them or have a warm introduction from a mutual friend or connection. Same rules apply here as in the second tip; express how familiar you are with their industry and tell them how you’d like to take their business to the next level of service. Do some homework and see if their website is on par with their parent company or other franchise owners. Nab this one, and you can go after the other franchise owners too. If you approach it the right way and deliver all that you promised, there’s no reason why you can’t have a large percentage of that franchise as your client.
Target Tip #4 – Rinse and Repeat. I don’t know that you’ll ever exhaust an industry dry, but in case you get bored or want to try something else, go back through all of your work and find another popular industry you’ve been working with and modify all of your marketing materials to speak to this new industry. The good thing is that you don’t have to recreate the wheel. Your first efforts can be redefined or “remixed” and be just as effective.
Target Tip #5 – Think big. At the risk of sounding cliché “You never know until you try.” It’s true. All you need is confidence in your work and a good number of clients who honestly appreciate your level of service. If you don’t have a marketing agent, hire one. Don’t have the right printed marketing materials, design them and get them printed professionally. Do your homework on the businesses you want to target and expose their weak points. Chances are they know them, so it won’t come as a surprise, but the fact that you noticed it will resonate on an appealing level for them in considering you for business. Shake some tall trees in your community and bid for their business.
Your assignment, should you choose to accept it is to implement these tips in the month of June. I’d love to hear back from you on your progress in the comments below.
Marketing, Social Media, Web Development
As the Internet becomes more fully submerged in Web 2.0, it becomes more and more necessary for individuals and businesses to interact with the social web. No longer is it enough to simply have a webpage,you must build a platform, utilizing a number of different tools to achieve your online marketing or selling goals. How should this affect your website?
What is Web 2.0? Web 2.0 is not a style of website. It is a way of thinking about the web. Web 2.0 is the social web that facilitates participation and information sharing. The focus is on interactions.
Social media is not a substitute for a good website: No matter how many social media services you use, how frequently or how well you use them, it is still important to have a website to both direct your visitors to and point them towards your social media outlets. A website helps to build your credibility and makes certain information better available–services, hours, ect.
Link to your website–and vis versa: This seems rather obvious, but it is a point that can be overlooked. Most social media sites allow you to enter your site’s URL so that your profile will link back to your website. You also should include social media links on your website to facilitate further conversation and interaction with your visitors. In some cases a “Like” button from Facebook or an embedded Twitter profile feed may be appropriate.
Allow for comments: Blogs can also be a powerful tool for building your web platform. Not only do frequent updates help your SEO, but you can also receive feedback from your readers and build a conversation from there. Spam can often be minimized through plugins available on many blog systems, so this shouldn’t stop you from blogging.
Consider a Content Management System: Obviously to succeed in Web 2.0, you need to have a website in place which allows you to interact with your visitors, post new content and make updates as needed. Content Management Systems–such as WordPress, Joomla, and Drupal–make your website more “interaction friendly” and may be the way to go rather than a static HTML site.
How has your website helped or hindered your transition to the Web 2.0 Mindset?
All Posts, Content & Copywriting, Marketing, Social Media, Web Design, Web Development
In the first of this two-part series, I delve fork-first into what should be on your success plate for your restaurant via the world wide web and which content accompaniments will have your customers coming back for more.
*It’s Like a Restaurant without Signage ~ Restaurateurs everywhere, you may offer fantastic platings and have a location that rivals cobblestone street cafes in France, but today’s savvy foodie eats with their eyes first…ON THE INTERNET. What about the power luncheon you’re boss asks your to book and you need that perfect location with a swank menu to ink the deal? Or the family of 7 traveling from Virginia to Maine who needs an affordable, family friendly menu with ample seating? In 2012, 90% of consumers first instinct is to Google everything – that’s even for the neighborhood coffee & biscotti café. One of the most successful ways for potential customers to know how fantastic your spot is- is if you have a website. This reigns true if you’re a small Mom & Pop coffee shop, a breakfast & lunch only establishment, or have won a “Best” culinary award for your fusion creations. Wherever you are and unknown vs. well-known, it is imperative you have a web presence to:
1. let the world know you exist and give them a visual perspective of your establishment and its offerings;
2. stay relevant & competitive with other restaurateurs within the same category or cuisine within your surrounding neighborhood/area;
3. make the world aware of accolades you’ve received and watch them influence your prospective patrons; and last but most importantly
4. obtain new and possibly life-long, faithful patrons.
*A Sour Ingredient? ~ If you’re still not convinced a website is necessary, here’s an eye-opening scenario. If you don’t have a website you could be opening yourself up to reviews of your food and/or service via such sites like Yelp which allow visitors to say something influential about your establishment. And wait, here it comes…AND POST IT ON THE WORLDWIDE WEB WITHOUT YOUR PERMISSION. Whether flattering or not, you won’t have a voice and presence on the www to contradict it will you…Convinced now? I have disregarded many a YELPing, whinny patron’s review when the restaurant’s website reflects legitimate and noteworthy criticism and compliments.
*Wanna Really Start Cookin’? Add Some Social Media ~ Social Media is big business in every business arena around. Facebook, Twitter, Digg, Stumble Upon…and even more to come. And the great thing about Social Media is that it’s free! Tweet about your most popular pizza made with all organic ingredients. Create a Facebook page for your restaurant and get customers to Like it. Dish on Digg about this seasons new menu and why your patrons need to give it a test run.
Another great Social Media tool is blogs. Much like this one, blogs can be influential depending on the level of content writing, and what other mediums the blogger is using to expose your restaurant to the world. And if they have a decent following in the industry for which your business belongs to, that’s even more exposure in addition to your other online marketing tools. I’ve seen this at work with a recent client for which I blog and how their customers responded to it. The blog influenced someone to order a dish they never had before and now they are absolutely in love with it. AND they bragged to others about it and now that establishment has 3 new customers. Ahhh…the power of suggestion.
Check back next week when I add the remaining ingredients for a stellar, set you apart from the competition restaurant website. And if you think you should toss this advice out with your table scraps, check out http://www.google.com/analytics/customers/case_study_cke.html and see what CKE Restaurants founder Carl N. Karcher found behind the curtain about his restaurants web presence!
Hungry for more? Right on the heels of last weeks blog are more juicy tidbits for restaurateurs and the importance of having a website. Whether a Mom & Pop or listed at the top of Zagat…tuck in the napkin and get ready for another serving!
*Cater to the Customer ~ If you are one of the many restaurants that offer catering services in addition to your in-house offerings, people should know this. But guess what, many probably don’t! Aside from your physical menu or waiting for a catering gig call, your website should be used as another promotion tool and done so in a prominent area. The goal is to build greater awareness of the expanded services you offer and generate more business. This way the customer might come to sample some food initially for the catering gig, but might become a faithful fan for other times. And the reverse has happened many times as well – someone comes in and loves a particular dish or your culinary style and wants you to cater an event. It’s all about using each opportunity and tool available to build your customer base – to be in mind for dinner time or party time.
*The Bottomless Cup of Possibilities ~ There are so many layout and design options it’s like a never-ending cup of good Joe. The restaurant web design business has become big business. WordPress designers have capitalized on this and it has become a great website option especially since it’s super easy to manage the content and update regularly. This is “muy importante” for a restaurant with a changing menu and daily/weekly specials. But keep in mind that clean designs are best and adding vibrant, crisp images will make customers eat with their eyes first. An attractive yet informative website with regularly updated content and promotions is a place where customers return time and again – good for their bellies and great for your pockets!
