While digital communication was a plus last year, it is now essential for the catering trade. As we have seen: the most visible businesses on the internet have managed to get out of the game in the face of the many restrictions linked to Covid-19 …
So, if you have realized that the presence of your word of mouth business on the internet is no longer an option, if you have started to develop this new aspect of your business, here are four tips that will be useful to you in order to boost your social networks .
1. Respond to criticism
Since I created the community management agency specializing in the catering trade Com’1coq, I have had the opportunity to audit a large number of businesses. And very often, I was able to observe one thing: the negative comments written on the web often go unanswered.
Let one thing be clear: the comments left by consumers on Google Business or TripAdvisor, for example, are the very image of your business. 90% of people looking for a place to eat on the internet look at the comments.
So you imagine that a negative remark does not bode better. But … by responding to this person in an appropriate manner, you have the possibility of reaping certain benefits: by offering a reduction, or simply by apologizing and explaining the why and how, this same person will be likely to remove his comment. And even if this was not the case, your future customers will see your answer, and will know that your image and the satisfaction of your customers are an important point for you.
Conclusion: you have everything to gain by responding to negative comments.
2. Post videos
It is a fact. Food on Instagram is a hit. The hashtag #food is used tens of millions of times every month. In all of this, you are going to have to exist. You differentiate. Highlight your identity.
In recent months, I have been able to analyze among dozens of different posts which offered the best engagement rates.
The video format is without doubt the most powerful medium: the frequency of the shots captures the attention, while the sound provokes emotions. It is not for nothing that screens have flourished everywhere, from our lounges to the street, passing in the waiting rooms.
But I can already see it coming. ” Yes, but I don’t know how to do it, I lack skills, I am not a videographer“.
No problem. Here is a video of a restaurant in Lyon specializing in frog legs:
Not bad, isn’t it? Note that I spent ten minutes filming, and half an hour editing. Nothing complicated. Here’s how to do it:
- List the steps of your video, in order to have a concrete action plan and not to forget a plan;
- Take your smartphone, and film each step in landscape mode. If you wrote down 6 steps, then you should have 6 short videos;
- Go to the Apple store, and download a video editing app. There are many. Most of them are very intuitive, and will allow you to cut videos, speed them up, add music, and recard them in the format of your choice.
That’s all ! This is how to make successful Instagram or Facebook posts, and set yourself apart from the competition.
3. Post at specific times
In the field of food, we do not publish at all times. Posting a photo of your gratin dauphinois at 1 p.m. after lunch might not be the best idea.
Looking at the statistics of my clients, here’s what comes out:
- There is no better day to post. With a few ready variations, it’s the same thing;
- The best times to post on Facebook and Instagram are between 11 a.m. and 12 p.m., or between 6 p.m. and 8 p.m.
4. Use micro-influencers
I never use influencers for my clients. Why ? For two reasons :
- They are chargeable, and often expensive. However, a small restaurant or a delicatessen will surely not have the budget for this type of communication. Most often, they do not have a communication budget at all;
- The engagement rate is bad. Very bad. Bringing an influencer to a restaurant located in Bordeaux when 50% of his followers are located in Paris and 30% in the rest of England is useless.
This is why working with micro influencers in your city is interesting:
- They have few subscribers (between 1,000 and 20,000), but the vast majority are located in the same city as you;
- They are free: this is called a win-win partnership. In exchange for your products, the micro-influencer in question will advertise you on his account: story, post … it’s up to you to determine the conditions. Know that having a relatively small number of subscribers, they will be delighted that you contact them to share your products!
You will have understood it: it is much more interesting to work with this kind of people. In the space of a month, I brought in 5 micro-influencers in a traditional Lyon restaurant.
By offering them a meal for two to each of them, the visibility of the restaurant was more than doubled compared to previous months.