3 Hyperlocal Restaurant Marketing Strategies For Greater Results
A prospective customer is visiting a new city and driving with co-workers after a meeting. They need somewhere to eat, and not just any restaurant, but one they’re sure will be great. At this exact moment, one person grabs their cell phone and starts to search. Will your restaurant come up in the search results? Maybe. But the odds will be much higher if you’ve accounted for one key factor — a local marketing strategy.
Location-based search has grown 50 percent faster than any other type of search on mobile. What’s more, 88 percent of customers who search for a type of local business on a mobile device call or visit that business within 24 hours. Yet despite these statistics, many restaurants are not using a location-based search strategy, which is great news because you can instantly gain an advantage. Here are three areas where a local strategy can lead to greater results.
Getting Local with SEO
Traditional Search Engine Optimization (SEO) allows you to get in front of your customers when they search words that relate to your business, such as “happy hour restaurants.” In contrast, local SEO allows you to dive much deeper — reaching customers who are most likely to visit your restaurant. For example, instead of showing up for generic search terms in results, you can show up for words such as “happy hour San Diego” or “gluten-free San Diego.” Having a local strategy is increasingly important for a few reasons:
- 46 percent of Google searches are localized.
- 50 percent of mobile users visit a store within a day after conducting a local search.
- 78 percent of local mobile searches result in a purchase.
What’s more, the use of mobile devices has officially passed desktop use, so the majority of searches happen “on the go.” When you have a local SEO strategy, you get the satisfaction of seeing your results for targeted search terms come up before those of your competitors. And since local SEO covers both mobile and desktop searches, you never miss out on a potential customer visiting your restaurant.
Social Media With a Local Spin
When Google’s Hummingbird algorithm released a few years ago, an important change rolled out. The algorithm now accounted for social activity when determining search results. This created a greater need for businesses to keep their content relevant as well as shareable, because the more that content is shared, the better it ranks in search results.
At this point, many savvy businesses started to pay attention to Social Media Optimization (SMO), which allowed them to create a following with advanced targeting and spread impactful messages to prospective customers.
But the key here, one that many restaurants miss, is getting local with your efforts. For example, you must learn about your competitors, social media engagement, and online presence. After analyzing social channels in depth, you can create a robust plan that includes a local spin, such as paid promotions and local listing improvements, as well as targeted “like” campaigns. Social analytics and insights are key to measuring results and pivoting as necessary.
Real-Time Connections with Geotargeting
Imagine that your customer is a mere few feet away from your restaurant, shopping and really hungry. At that exact moment of relevance, a mobile ad promotes your restaurant — and instantly they’re sold. Right location, right time. Or a customer is close to your largest competitor’s restaurant, hungry and considering their options. But when your ad shows up, making the decision is easy, and they walk around the corner to your location. This is the power of leveraging location-based data to geotarget and reach customers with greater impact.
Tools such as GeoTargeter allow you to maximize these “mobile micro-moments.” You can reach thousands of potential customers each month through location-based mobile display ads, and even place a “geofence” around your restaurant or a competitor’s restaurant to target audiences during their decision-making process. For example, you can decide whether you want your message to be displayed to users within a radius surrounding your restaurant, a competitor’s restaurant, or any specific location that you request.
Working with the right partner allows you to tap into networks of hundreds of thousands of websites and thousands of mobile ads to reach customers during the most critical moment.
A Few Last Words
Customers today are tethered to their mobile devices, checking their phone an average of 110 times a day. In this environment, providing relevant and timely advertising is more important than ever. But in the end, it’s still all about your customers and their needs, and being accessible to meet those needs in the space where they spend the most time — on their mobile devices.
Using a hyperlocal strategy allows you to show up in search results and stay top-of-mind in the moments most likely to result in action — increasing traffic, customers, and revenue.