No one would dine in a restaurant where the wait staff ignores you. A warm greeting encourages people to do business with you. In much the same way, retargeting ads work the same for you online to create customers and build your business.
To succeed in today’s hospitality industry, you need a balanced approach to digital marketing strategies. Retargeting is one of the best tactics in the toolbox of the modern restaurant marketer.
Retargeting is a digital marketing technique that puts your restaurant on the radar for online shoppers. Retargeting Ads help you reconnect with people who have visited your website without converting, keeping your brand top-of-mind long after that first contact.
The practice is essential because 75% of online shoppers – across all sectors – abandon their orders instead of buying in their first bist to a site. But restaurant consumers are more likely to make a purchase shortly after browsing online. Studies show that 64% of smartphone restaurant searchers convert within an hour, and 44% of tablet users do so.
That makes retargeting ads an essential part of your marketing arsenal in efforts to build a successful restaurant. The most popular retargeting strategies include:
In the past, restaurant marketers struggled to reach the right audience with scattergun marketing methods that included letterbox drops, email blasts, and pop-ups. But in today's climate, retargeting allows you to send ads only to online users who have expressed an interest in the cuisine and services you offer. Bull’s-eye!
By following these nine simple suggestions, you can make them even more effective:
Retargeting ads display your restaurant in a targeted fashion to those who have visited your site or shown interest in your brand. This keeps your advertising focused.
Use retargeting to make sure people who visit your site come back to buy. Pay close attention to popular search words. Does your target group prefer to dine in or take away? If people searched at lunchtime, show them ads for your lunch menu, promotions, and specials. Your ad messaging should be as tailored and targeted as possible.
Conversion is all about turning people who show interest in a commodity into buyers. Typically, only 1-of-3 mobile users who search for restaurants online fail to convert within the hour. Retargeting helps you hook "the one that got away."
Website retargeting sends your ads to people who have visited your website, reminding them of your brand until they are ready to eat. If someone spends time on your website, they should be a good prospect for conversion.
Your website isn’t the only place where retargeting works. Another effective retargeting tip includes conversions via your app, with mobile retargeting.
Mobile retargeting works by tagging visitors to your app. Once these users leave the app and browse other apps, they are sent reminders to revisit your app. If the visitor shows special interest in a particular item or feature in your app, they can be sent targeted reminders, prompting them to revisit that specific item or app feature.
These days, much of our time online is spent reading emails and browsing social media platforms. That’s why social media and email retargeting are great ways to remind potential diners about your restaurant.
With social media retargeting, users who click on your social media links will be tagged for retargeting. Your retargeted ads will be shown to all Facebook or Instagram users who engage with your mouth-watering posts.
Email retargeting takes two forms. You either send an email to a user after they have visited your website or send targeted ads to online users after they’ve read an email from you. Now, potential diners who have read your emails or clicked on your social media links are guaranteed to feast on your content again. It’s that easy.
Search retargeting identifies potential diners based on their previous web searches. With this tactic, you put your brand in front of anyone who searches for your type of restaurant online.
SEO and search retargeting work hand-in-hand to keep your restaurant front and center in the minds of foodies. The SEO boosts your website’s visibility, and retargeting puts your website back on a customer’s radar screen.
In one example, an effort to optimize the local search performance for burger chain Ribs & Burgers recently boosted their local search visibility by 347% in just four months. When your brand is suddenly three times more prominent in search results, you are headed in the right direction with retargeting.
Remarketing takes the guesswork out of online advertising. By drilling down into your target market, you created an effective ad spend and stop wasting money by marketing steak to vegans.
Met anyone lately who does not know Google? How about Amazon? That type of widespread awareness is called "brand recognition." The purpose of retargeting is to make your restaurant's brand recognizable. Internet users will recall and know your brand, thanks to retargeting. As a result, they will be more likely to come directly to your website or dine at your restaurant.
When we talk about advertising reach, the quality of your reach is more important than the quantity. There’s no point broadcasting your ads to a massive audience of people who have no interest in your type of restaurant. When you focus your advertising budget on shoppers with an interest in restaurants, through retargeting, your ad spend reaches more people who are likely to convert.
By driving visitors back to your website, the various forms of retargeting give you more opportunity to engage and resonate with people. First-time visitors usually spend less than a minute on that website. They typically view less than five pages. The more you connect with people, the more time they are likely to spend on your site and the more likely they are to make a purchase at your restaurant.