When designing and implementing a marketing strategy for restaurants, measuring its performance should not be a final part of the process but an action we must frequently put to use in order to view the impact it is having on our target audience which will allow us to get a glimpse of what is working successfully along the way. This facilitates designing our own marketing formula, a step that will help us determine if we should correct or improve aspects of it so that we are able to achieve the campaign goals we have set for our brand.
Whether you are the owner or the director of marketing for a restaurant, knowing how the public is reacting to your promotional efforts is as important as the process of creating an effective campaign in the first place.
With this in mind, there are certain, vital factors you must take into consideration in order to measure the expected marketing results. We’ll discuss them in detail throughout this post.
Measure the amount of public viewing your advertising content
After optimizing the blog articles we create with associated links and SEO, using the most suitable tags on social networks, offering engaging stories on Instagram and so on, we should take a look at how many potential clients have already paid attention to the advertising content we have published on the web.
To get a hold of this type of information, taking advantage of tools such as Google Analytics, Facebook Analytics, Instagram Analytics and Twitter Analytics is the most convenient way to measure the progress of the marketing plans of your business.
Identify who is requesting the information you are offering
After figuring out how many potential customers notice and read our publications through our available social media channels, tools like Google Analytics will easily let us know if our visitors have arrived from social networks, through emails or by seeking our services and products using a search engine, among other streams. Google Analytics is superb at offering feedback on who, among specific groups of people, requested information or booked reservations through our website.
Additionally, such tools provide important information about the environment in which members of our intended target audience are most involved with, serving as an important factor that will let your brand interact seamlessly with potential clients and facilitate the analysis of the sources that need to be improved while carrying out your restaurant marketing plan.
Having this data at hand will serve as a reference point to generate content that matches potential markets according to the features you manage to extract from the information offered by such powerful metric tools.
There are other specific means that don’t limit themselves to just discovering where large groups of members of the general public came from. You can also gather more data about nationalities, their exact geographic location, age, gender and other valuable bits of information visitors can provide by including a questionnaire along with a free product online, for instance, an ebook with a series of recipes. Such measures will quickly let you know if the campaign you have created is actually being successful at capturing the attention of the type of clients you are trying to attract.
These are a couple of important questions you need to ask yourself: Was the content I published on social networks shared with other users? Did I make it easy for Facebook fans and followers to find a link to my blog? Online statistics are usually provided by the same tools social networks and the hosts of our blog use, adopting them is essential in order to generate effective content marketing.
Including the use of such powerful tools in our restaurant marketing strategy will give us an idea of what our customers actually like. They make it easy for you to figure out what type of content followers consider most useful to the point where they will spontaneously wish to share it with other users. They also bring light on which products, among those we offer, sincerely attract their attention, encouraging them to recommend our services and invite their friends to visit our place of business.
Once this valuable information has been provided and analyzed, it is advisable to ask ourselves how to use it in order to effectively introduce our brand to potential customers. We also need to zero-in on ways to assimilate the data online tools have provided into the message that best suits the character and overall ideals that characterize our enterprise and sets us apart from other commercial entities.
Imagine this scenario: you are trying to sway the attention of followers and potential customers by publishing a series of photos of your best products online. Before doing so though, you should ask yourself if such members of your target audience will be able to effectively remember your brand after laying eyes on such promotional posts. There are two actual ways to measure this: first, by counting the organic visits made to your website and also also by checking the statistics on the actual number of sales your business has made during the period of time you are trying to define and measure.
Marketing strategy for restaurants and the return on your investment
Once you have established investments on specific points of social media diffusion, it will be time to measure if your digital marketing strategy is returning your investment by replenishing your costs and if it is actually generating the amount of profits you were originally aiming for.
The returns on your investment should not be overlooked through the course of the marketing campaign you have adopted since, it remains as one of the key points that will let you analyze if your marketing strategy for restaurants is actually working and if it is providing your brand with the presence and relevance it deserves. Reaching this point successfully will only be possible after establishing specific goals including: sales percentages, interaction in social networks statistics, web traffic and any other set of metrics and measuring tools that will let you monitor and adjust the progress of your promotional efforts.
Once we have settled on specific goals, we will be able to identify and assess the results of our restaurant marketing strategy. This has proved to be very helpful during the planning stages, allowing businesses to establish definitive game plans that can be followed through (along with the use of smart and convenient budgets) in order to avoid investing money on inappropriate schemes that will work against the best interests of your brand.
Take into account that establishing if your marketing strategy actually offers desirable results will not only depend, despite playing a significant part, on the amount of final sales you manage to achieve, a factor that should not overshadow the importance of the popularity of your brand, how easily recognized your logo is and the trust and relevance your products have gained after been available on the market of your choice for a significant amount of years.
Becoming familiar with the use of marketing metrics and many other valuable tools is a wise choice that will facilitate measuring the effect our advertising has on those sectors of the population we are hoping to attract, analyze if they are actually fond of our content, let us know if they feel drawn to purchase and use our products and if they feel comfortable with the level of customer service we are currently offering.
The staff of Business Miami Smith cordially invites you to continue improving your strategy and marketing efforts by following our articles, specifically designed to boost your sales and help you achieve the continuous growth of your business.