Tag Archives | Facebook

What This New Google Places Change Means to Your Restaurant Business

Google has just rolled out a major change to Google Places. In fact, there are two major changes that concert restaurants.

  1. Google Places is now merged into Google Plus (or Google+), the social media platform from Google.
  2. Reviews on Google Places are now provided and manages by Zagat. So instead of the usual 5-star rating system you will start seeing 30-point Zagat ratings based on a several parameters (I.e., the food is ranked separately from decor etc).

As a sidenote, Google does own Zagat, which it purchased last year for just over $150 Million.

So what do these changes mean to your restaurant business and the way you marketing your restaurant?

  • You can no longer ignore Google Plus as it becomes a much more important in influencing search-engine rankings. If you’ve been having a hard time trying to keep up with Facebook, Twitter, Pinterest, YouTube and other social media tools, now you need to add another one to the mix.
  • Getting customers to leave reviews on your old Places page was hard enough but it gets harder yet. First, they have to be on Google Places, then they need to log in and search for your restaurant on there, and when and if they found you, they can leave a review. It’s likely that more people who want to vent and leave a nasty comment will have the tenacity to jump through all the hoops. The tone of the reviews is likely to suffer a bit.
  • More major and dramatic changes are coming down the pike so it’s important to keep an eye on all this so that you don’t lose what you’ve already accomplished online.

You may be wondering if there is any good news in all this. And in fact, there is.

The good news (as far as marketing a restaurant goes) is that the whole online traffic landscape is shifting. It is in the times of major shifts like this that fortunes are created by those would know and do something about it.

Here’s more on this from the “horse’s mouth”:

https://support.google.com/local/bin/answer.py?hl=en&answer=2623007

Google is definitely not finished with the changes. One does not need to be a psychic to know that more major changes are just around the corner. Get up to speed on how to use these new tools in restaurant marketing and beat your competition into a punch.

Is Restaurant Email Marketing Dead?

email restaurant marketingThese days you often hear about the imminent “death of email.” Social media junkies and newbie consultants eager to sell some new “fad-of-the-day” marketing idea usually point out that:

  • email marketing doesn’t work as well as it used to
  • social media, texting, mobile apps, etc. are the next big thing and are going to replace email
  • teens (i.e. future adults) don’t use email that much anymore, and once they grow up, they won’t use it either.

These are lies, which, if you choose to believe them, will hurt your business.

What makes them believable is that they are partially true. (By the way, for a lie to work it has to have an element of truth.)

Let’s review each of these statements.

Restaurant Marketing Lie #1: “Email is dead”

It’s true that in many markets, the effectiveness of email marketing has gone down. However, the same can be said about a lot of other marketing tools and methods. The issue is not as much email per se as the fact that we live in an over-communicated society. Anywhere we turn, we are bombarded by advertising messages. Our brain just had to figure out a way to keep us sane by protecting us from the onslaught of marketing information. It subconsciously ignores and automatically discards anything that looks like a marketing message.

Now, as a restaurant owner trying to get your marketing to work, you need to find a way to sneak your marketing message under the radar of your prospect’s brain. The only way to do that is to make your marketing messages NOT look like marketing. There are very few restaurants that know how to be a “stealth marketer.”

Restaurant Marketing Lie #2: Only the “new media” matters now

It’s true that you should always be looking for ways to add new marketing tools arsenal. However, this should not be your starting point. Unless and until you build a proper marketing foundation in the form of a responsive email subscription list, your chances of successfully implementing all these other tools are significantly diminished.

We keep hearing about “new media” replacing “old media” but it rarely happens: Movies didn’t make books obsolete, and TV did not stop people from going to movies. In much the same way, Facebook, SMS texting and mobile apps can and probably should become viable marketing tools for you. However, email is still going to be one of the best, cheapest, most effective ways to reach your customers.

Restaurant Marketing Lie #3: Teenagers don’t do email

I won’t spend much time on this one because it’s just laughable. As soon as today’s teens become tomorrow’s employees and business owners, they will start spending a lot more time in their Inbox and a less time in their Facebook. Just give them time.