The Value of Digital Marketing for Restaurants

18th March 2015

The average worker in the UK today leads a busy lifestyle. Between work responsibilities, family commitments, and maintaining a healthy social life, less and less of us have the freedom to enjoy a relaxing stroll around town, checking out new shops, restaurants, or other places of interest. Instead, we’re getting most of our information quickly, easily, and conveniently from the web, which is why it’s never been more important for businesses such as restaurants to focus upon creating a powerful digital marketing plan to target the modern consumer.

According to studies undertaken within the sector, around 6 percent of all restaurant visits are influenced by the brand’s online marketing technique - or lack of it. It’s all about boosting brand awareness, improving local reputation, and solidifying an online presence through the wide range of digital channels available.

Restaurant.com lists directory optimisation - improving awareness through online directories - as one of the key aspects to prioritise when striving to strengthen an online presence, although other methods can also be hugely beneficial and effective. Advantageous online marketing methods for restaurants can include great SEO content to boost search engine rankings, social media advertising, and a website with good UX that keeps the consumer coming back for more.

However, it’s important to remember that it’s not just about marketing, it’s about effective marketing. Digital advertisements should include aspects that the consumer wants to see - information that would influence their decision regarding whether or not they wanted to dine at a certain eatery. Research indicates that an estimated 30 percent of restaurant-goers are influenced by the online display of menu details, 13 percent by the inclusion of the restaurant’s location, and 12% by mention of any special loyalty programmes that could warrant discounts.

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