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Bar and Restaurant Ads

The Biggest Mistake Local Restaurants Make with Facebook and…

If you’re new to running Facebook / Instagram ads it can be tempting to save time and energy and just hit “BOOST POST” and let the Facebook Algorithm to the rest. But, if you’re not careful you can be spending tons of extra money getting in front of people who will never spend a dime at your business.

As a marketer I always love to see what other businesses are doing, especially restaurants and bars. That industry is so highly competitive any advantage you can have over your competition helps. I’m always looking at ads that pop up on my Facebook and Instagram feed. When I see a particularly interesting or appetizing post from a restaurant or bar I’ll click it. You’d be surprised how many ads I see each week from restaurants 300 miles away or more!

If these restaurants were chains or expanding into Alabama or Tennessee I could understand, but most of these are small restaurants with one location in a state that’s hours away from me. So why am I getting these ads when I live hundreds of miles away from these establishments? Because whoever set up the ads overlooked one small detail that is probably costing them thousands of dollars each year.

The solution for this issue is easy, just make sure your location settings for your ads line up with your desired area. If you have a restaurant or bar in Los Angeles you don’t need someone from New York City clicking on your ad and wasting your dollars knowing they will probably never come to your business.

This is the reason we always suggest to use Facebook Ads Manager instead of just boosting posts. With the Ads Manager you have much more control over your ads and can increase the likelihood you’ll reach your target customer.

Working with Social Media Influencers

Working with Social Media Influencers

If you own a relatively well known business more than likely over the past 24-36 months you’ve been approached by a “Social Media Influencer” promising to grow your social media following for a free meal, hotel room or products.

How do you know this person can legitimately provide the services they’re promising? Do you need to pay them? Do you need an agreement in place to work with them? We’ll lay out a few key points that can help make it easier to try and work with real influencers to help grow your business.

  1. Ask Questions
    • Treat them just like you would anyone trying to sell you anything. A healthy degree of skepticism is ok in this situation. Especially if they are asking for free products, services, or money.
    • Ask what the demographics of their following.
      • Do they line up with your ideal customer or customers you’re looking to attract?
    • Ask about any past work they have done with other businesses.
      • Can they give specific examples of growing followers, or increasing sales
  2. Set Expectations
    • Set very clear guidelines of what you would like this person to achieve.
      • An example of this could be we would like to see a 5% increase in social media followers.
      • Another example could be giving them a discount code or coupon to try and track sales that originated from this person or persons.
    • Explain exactly what support or services you will provide them with.
  3. Put Together an Agreement
    • This part is crucial if there is a transfer or money.
      • It doesn’t have to be written by a lawyer, but having something in writing can be very handy if this person fails to live up to expectations.
      • The basic outline should be (insert influencer or their company name) will provide (insert expectations) for (insert goods, services, or $ amount) by (insert DATE)
  4. Measure Results
    • This last step can often get overlooked but it is just as important as the other steps
    • Can you tangibly look back and see positive results from this experiment?
      • If yes, then it might be worth developing an ongoing relationship with this person or persons.
      • If you didn’t get tangible results, take it in stride and learn from the experience.

Influencers can be a valuable tool to your social media strategy, and when utilized properly can provide a huge value to your business. Summer is a great time to dip a toe into the influencer ecosystem, with so many people traveling it is a great opportunity to gain new followers and customers that you might never have the opportunity to reach otherwise.

What to do when Instagram hides your likes…

I’m sure you’ve read the dozens of articles the past few weeks about Instagram testing out hiding the number of likes on posts. Now this is only a test and there’s no reason to think that Instagram is going to roll this update out world-wide, but it doesn’t hurt to go ahead and start planning just in case they do.

So the question is, if others can’t see how many likes are on a post, how will this affect Instagram’s algorithm, my discoverability, and the ability to get in front of my followers?

First things first, likes do not equal dollars. Just because a post gets a lot of likes doesn’t mean that it translates to actual business.

At this point obviously there’s no real way to tell if this will have an effect on fan interaction and discoverability, but in my opinion it does show that Facebook and Instagram are pushing more and more towards conversation and what they call “real connections”. So in my opinion that’s the biggest thing your Instagram strategy should focus on. Here’s a few ideas to keep in mind if this update comes to the rest of the world.

Encourage Conversations

As of this moment, Instagram seems to prefer posts that have lots of comments, specifically conversations. If Instagram does go the route of removing likes it seems like even more emphasis will be put on comments and conversations. Your content should try to encourage people to tag a friend or share their experience.

Instagram post with lots of comments performs well
Stories. Stories. Stories.

When Instagram introduced a stories function many thought that would be the end of snapchat. Stories have become a valuable tool for brands to continue to get in front of their followers even when their main posts might not be easily seen.

Example of popular stories
The stories that are pushed to the left are a combo of updated recently and ones that you interact with the most

I’m sure you’ve noticed that the stories that tend to show up on the top left of your screen are the brands / people you tend to watch the most. This absolutely falls in line with Facebook always saying that they want to show the content they think people want to see first (not necessarily chronologically). So with that being the case your brand should have a solid stories strategy to get as many views as possible and be able to stay in front of your fans even if your main posts don’t.

Increase the Number of Posts

This is an easy strategy. Most brands don’t post enough as is, due to the sheer number of brands people typically follow your post might just get lost in the shuffle. By increasing the number of posts in a day, you’re increasing the likelihood that your posts will be seen by fans.

3 Tips to Improve Your Instagram Page

Social media is hard. For every business you follow that has 50,000+ followers there are businesses that are struggling to get their content in front of their followers. Here’s 3 tips you can use to fix your Instagram.

If you look at how much time people spend on Instagram it makes sense why it’s one of the most popular social media tools. It’s a beautifully constructed platform designed to keep your attention as long as possible. If your business has struggled to reach your followers lately it might be time to retool your IG strategy.

  1. Generate More Content
  2. Encourage a Conversation
    • Right now Facebook as a company wants to encourage authentic connections with people. They view this as conversations.
    • Comments are one of the biggest boosters of your content in a Facebook or Instagram feed.
  3. Location for Local Exposure
    • Instagram’s explore page is one of it’s best features to keep the user’s attention.
    • Adding your business’s location to your posts helps local users near you find you from the explore page.
    • Adding your location to your stories also groups you on the “Local Story” in your and can let other users who don’t follow you find you.