3 Social Media Best Practices for Restaurants

jpkfc5_d-di-davide-cantelli1. Share images and descriptions of your menu 90% of the time on social media
When a potential guest is checking out your Facebook page to decide if they want to dine with you, they’re looking for something to persuade them. I can confirm this, as a person who becomes indecisive when deciding between restaurants.

Don’t you think a quality photo of your pasta primavera or a glass of ice cold beer would entice someone to dine with you instead a restaurant with a boring, text-heavy social media profile? Show off your menu on Facebook, Twitter, and especially on Instagram.qwbobpeoxjo-josh-rose.jpg

2. Always respond to posts from your guests on social media
Whether your guest checks in to your restaurant on Facebook, tweets about their experience, or posts a photo to Instagram, always like and comment on it– especially if your guest is a millennial.

Forbes says,“62% of millennials say that if a brand engages with them on social networks, they are more likely to become a loyal customer. They expect brands to not only be on social networks, but to engage them.” At the very least, thank your customer for dining with you.

Don’t be afraid to infuse your personality into your conversation with a clever or humorous comment.If your guest writes a review of your restaurant, good or bad, always respond promptly. If the review speaks poorly of your business, the owner or a manager should apologize and offer to resolve the issue.

I’m not suggesting that you give away gift cards every time somebody complains, but I do suggest offering a phone number to the reviewer so he or she can speak with a manager about their experience. Your guest will appreciate your attentiveness and may consider rewriting their negative review.e6hjqab7uea-dan-gold

3. Align your social media activity with what’s happening at the restaurant
If you have hired someone to manage your social media channels, make sure they are abreast of events, promotions, and guests at your restaurant. If you are a small restaurant, it’s ideal to have your social media manager work from the restaurant part-time, so it’s easier to create engaging, creative content on the fly! That way, you can interact with guests and take photos and live video from your location.

You are selling your menu and your restaurant experience, and you need to share that experience or “story” with guests online. To tell your story, create an organized social media strategy that is aligned with your in-house restaurant experience, so your guest’s online experience complements the offline experience.

What do you think of these social media strategies? If you need extra advice, comment below!

 

 

 

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How to Perfect Your LinkedIn Profile for Sales

When is the last time you polished your LinkedIn profile? Would you count on your profile to make a stunning first impression on prospects who are sizing you up?

If you aren’t confident in your LinkedIn profile, your prospects won’t be either. A study by LinkedIn found that 50% of buyers avoid sales professionals with incomplete LinkedIn profiles. Now may be the best time to drop everything, and fine-tune that profile of yours!

  1. screen-shot-2016-11-27-at-5-23-20-pmA Professional Profile Photo (Headshot)
    Increase your LinkedIn profile views by 11x by simply including a photo. Use a high quality photo of you (just you!) that appears professional and friendly. You can visit a local photo studio or ask a friend to take a photo of you in front of a solid color wall at your office. Upload a JPG, GIF or PNG file at the ideal size of 500x500px.
  2. A Descriptive and Impactful Headline
    Your headline needs to answer these two questions: Who do you help and how do you help them? To answer the question, use action words and career-related keywords. Make your headline a mini value proposition to show potential buyers what you have to offer in the first few seconds of looking at your profile. Tip: Do not include your company name because it appears below your headline.

    Ex. Social Media Coordinator ▸ I support employee advocates and social sellers in a digital marketing environment
    Ex. Senior Marketing Manager | Social Media | Brand Marketing | SEO
    Ex. Network/Cloud/Hosted Services Specialist – “Taking your Enterprise to The Next Level!”

  3. Cover Photo
    Use this opportunity to add a photo that visually supports your descriptive headline. What image would you use to represent your personal brand? Once you’ve decided, upload your image at 1400x425px. If you’re looking for a high quality image, I recommend  Unsplash for beautiful, free stock photography.
    Screen Shot 2016-11-27 at 5.36.32 PM.png
  4. Contact Section
    a. Include all ways that a potential buyer can contact you: Phone number, email address, and Twitter handle. Your connections should find it easy to reach you.
    b. Customize your LinkedIn URL to use your full name. It will be easier to remember and nicer to print on a business card. If you have a common name, add your middle initial or a number. Here’s mine:
    screen-shot-2016-11-27-at-5-41-00-pm
    c. You have three website links available to use in the Contact section. Point visitors to your company website, but personalize the link description to be more catchy than “Company Website.”

      • Learn about us!
      • See Special Deal
      • Read about our services
  5. A Well-written and Effective Summary
    Too many people in sales do not have a summary written for their profile, and that is a huge shame! When a prospect is intrigued by an excellent headline, they scroll down to your summary to learn more about who you are and what you do.The summary is your big chance to win over a prospect by showcasing your specialties, personality, and detailing how you can help solve their business problems. There are different writing styles that are effective. Read this HubSpot article to get inspired!
    Here are a few guidelines to consider when crafting your summary:
    • Write in the first person (the prospect wants to hear from you!)
    • Keep it to 3 paragraphs
    • Keep each paragraph to 3 sentences or less
    • Include keywords that buyers might search for
    • In the first paragraph, expand on what you wrote in your headline.
    • In the second paragraph, be specific about what you do, and what you have done. Certain projects that you’ve managed, companies you have worked for, results you have been responsible for, talk about, HOW you continually make your headline happen.
    • In the third paragraph, include a clear call-to-action that shows readers why and how they can contact you.

    Tip: You have the option to add media to your summary, which is a highly effective way to continue to show prospects who you help and how you help them. If you have a good visual that would help persuade a prospect to choose you, upload a PDF, photo, link, video, or presentation to your summary.

  6. Skills and Endorsements
    Don’t be shy! Showcase your best abilities by adding them as skills to your Skills section. Your connections can endorse you for skills and even suggest skills to add to your profile. Highly endorsed skills can be persuasive to the prospects viewing your profile. Endorsing someone else’s skills is an easy way to give props, and they may return the favor!

    screen-shot-2016-11-27-at-6-38-18-pm

  7. Recommendations from Customers, Peers, and ColleaguesThese days, everyone checks reviews before purchasing a product. It’s no different for today’s B2B buyers. The buyer starts the researching process by crowdsourcing among their connections for a solution to their business problem. Oftentimes, the buyer received referrals. If you are recommended by a customer, it can make a big impact on a prospect’s decision. To get a recommendation, consider giving a few!
  8. Experience (Current and Past Jobs)
    Your experience section should serve as a resume when you are on the hunt for a new job. When you are in a sales position, your experiences should be written with the prospect in mind. You want to continue to tell prospects how you have helped customers in each of your roles. Write a short paragraph or bullets of what you did in each role and 
    highlight how you helped your clients. That’s what prospects want to know. Tip: Make sure you are linking to the correct company name in each of your roles so the prospect is directed to the correct company LinkedIn page.
  9. Volunteer Experience & Causes, Honors & Awards
    Always add volunteer experience, honors, and awards to your LinkedIn profile, if you have them. Many people don’t have these experiences, which makes it even more important that you share this information on your profile! By sharing your honors and awards, you’re telling prospects that you are a high achiever who is trustworthy and respected. By adding volunteer experience, you’re giving prospects a glimpse into your passion and personality outside of work. Who knows? Maybe a prospect volunteers for the same organization that you do, and you’ll be able to start a conversation because of it!

Need a visual? Check out this infographic by HubSpot!

Happy profile updating!
-JM

The Analogy That Makes Social Selling Make Sense

Imagine if you walked into a party, where you didn’t know anybody, and suddenly started yelling, “Buy my widgets! I have a great deal on widgets!”

Do you think people would buy from you? It’s very unlikely.

Now imagine if you entered the party and found a group of people to start a conversation with. You introduced yourself, asked questions, and listened. You found out who might need a widget, and who might not.

Then, you worked on building rapport with those who might need a widget. When the time was right to discuss widgets, you were able to offer your services in a non-intrusive way.

Because your contacts trust you and believe that your widgets will solve their problems, they decide to buy from you.

That is how social selling works. It’s about building trusted relationships and solving a problem for your prospects, and you can do a lot of it on LinkedIn and Twitter.

Stay tuned to learn how.

-JM

The Brands Who Stalk Me and Why It Works

The Brands Who Stalk Me

I am a marketer’s dream. I love online shopping, and I fall prey to remarketing tactics often. Shout out to Loft, DSW, Francesca’s, Amazon, and Tarte for reminding me about what the items I’ve been eyeing online.

Yesterday, I represented the 73.1% of people in North America who abandon their shopping carts (The Remarketing Report, Sales Cycle). I was looking at a sweater but didn’t buy it. Why? Because I was just looking. That happens to be the most common reason for cart abandonment, and it’s up to marketers to make sure the buyer comes back to them when they are ready to make the purchase.

My favorite brands follow me everywhere: on my Facebook newsfeed, on the Facebook sidebar, in my Skype window, after the article I’m reading, in my gmail account, and on Instagram. Their aggressive retargeting works, too.

When I’m reminded of the items that I placed in shopping cart but did not purchase, it always prompts me to go back to the site and look in my cart. I might do it immediately after seeing the ad, or days later.

http://gph.is/1hSnWmC

Sometimes I appreciate the reminder. One morning, I saw a Clinique ad in my Instagram feed and remembered that I needed product, so I clicked through to the website and made a purchase! Cha-ching! Conversion made.

Why It Works

Retargeting is a cookie-based technology that uses a Javascript code to anonymously follow your audience online. It works best on people who are already familiar with the brand and usually results in a higher ROI than most other digital efforts.

retargeter-story.png

Source: Retargeter.com

It works because it’s repetitive. The repetition effect is any effect or response resulting from repetition in exposure to a stimulus. By repeatedly showing me an ad for a product I’ve viewed before, marketers hope to bring me back to that shopping cart I abandoned.

 

Web site visitors who are retargeted with display ads are 70 percent more likely to convert on your Web site.

Black Friday and Cyber Monday are almost here, and many brands are using their retargeting efforts to catch the attention of the online shoppers. I know the second I leave WordPress, I’ll see an ad and be tempted. You’d think as a marketer, I’d be immune to these things!

To learn more about retargeting, read this post on Moz.