Inspire your customers to have a “night-in” dinner or brunch with a few of their favorite dishes from your restaurant’s website. Spread the word by utilizing low cost, targeted advertising with Facebook. It’s an incredibly powerful tool for increasing awareness and has great potential for driving mobile orders on your website. Studies show that 69% of consumers are already using mobile devices to order food online and 95% of them return to order again. This means you can increase customer loyalty with minimal effort and little cost.
Here’s how you can use Facebook advertising to drive those online orders to your restaurant.
Page Post Link: A page post link is the most common type of Facebook ad and is ideal for both driving traffic to your restaurant’s website and inspiring likes for your restaurant’s Facebook page. The ad layout allows for a title, large image, text and a link description. The page post link displays not only in the right column and the news feed, but also on mobile, making it suitable for inspiring potential customers to order their meal from your online ordering menu directly from their mobile device.
Target Your Audience: Facebook lets you choose the audiences of your ad by location, age, interests and more. Here are some specific approaches to hone in on your audience:
Geo-Targeting: Reach your target audience by country, region, state, city, and even zip code. Start with potential customers who are within walking or short driving radius of your restaurant, as they may be more likely to swing by after work or on the weekend to pick up their online order. With Facebook’s local awareness ads all you need to do is set a budget and the area you want to reach. It offers customers the option to send you a direct message, call to place an order and/or get directions.
Demographic Information: Millennials, ages 18-34, are currently the largest users of mobile/online ordering. Target this age range to get in touch with customers who already prefer ordering food from their smartphones and tablets.
Interest & Behaviors: Identify your ideal customers based on their affinities and the Pages they already like. If you are a vineyard restaurant, for example, you could target Facebook users interested in Napa Valley, wine tasting, or wine parings. You could even target fans of certain pages, such as “Sonoma Wine Country Weekend.” To help you along, Facebook gives you keyword recommendations in the interests section of the ads create tool. It will even show you the potential reach of each keyword.
Research indicates that mobile ticket order totals are 30% higher than the industry average ticket. Making a small investment in Facebook advertising could give your mobile orders, revenue, and customer loyalty a real boost.