How to Get Your Restaurant Internet Marketing Started
Free Restaurant Internet Marketing Tips
Guest post by Michael Hartzell –
How a restaurant business does its marketing is backwards vs. the old days.
Phone books are quickly becoming an antique form of reference and search engines are now the dominant tool for the consumer to find the business of choice.
This change took the power away from the restaurant business doing advertising and moved it into the hands of those who are “searching”. No longer can a restaurant owner list their business in one place to have people find it. Now the search words or phrase chosen by the potential guest have the power. (Even if the words are misspelled, mixed up or irrelevant)
Many restaurant businesses are behind the curve with knowing how to leverage the new tools as the culture in the 21st century continues to fragment and leap forward. This is not new since so many small restaurant businesses are still reliant on the basic telephone, the dish machine, the oven, the grill, and a four button cash register to account for the sale.
To keep up with the rapid changes there is a cost (even for the “free tools”)
- Investment of capital for latest and greatest tech
- Learning curve for leadership/ownership which takes time (or outsourcing to experts)
- New procedures and training materials implemented for the staff
Since each new change may require investment of time and/or money and the future has a guarantee of even more change, more new technology and more diversity then the aspect of investing into the latest gadget, widget, or tool seems to be like chasing a chicken in the barnyard. Around and around with what seems very little likelihood the chicken will be caught. Is it worth it? This might especially be true for SEO as well. (Search Engine Optimization) as the game is in constant flux and the competition very aggressive.
Regardless of the “chasing a chicken” scenario where a restaurant owner/manager may never feel like they can gain control, there are basics which can be added to any restaurant which will help improve their chance of getting found and thus gain more business. (Even those restaurants behind the curve in the sticks should take heed)
Should a restaurant owner “Google” their own business (for instance: Chinese Restaurant Seattle) there will be directories listed on the first couple search engine results pages. At the very least, being in the directories which show up on the first couple of pages is a basic first step in the right direction to gaining an online presence. Many of the directories are free since the added information adds value to their online service. Yes, it requires time to set a business up in these directories but once complete, only small adjustments will be needed. Be sure to note the directory sites since changes may occur in the business. (Hours of operation, etc) Also, it is very important to note the “type of business” so that those who search for you will be more likely to find you.
Secondly, every major search engine has maps and business directories in which a restaurant owner can include their business for free. It is simple enough to do, require no html, programming or coding.
The trend for mobile devices, GPS and cell phones to provide mapping and local search options will make the listings on the search engine maps more important.
Here is a partial list of directories and search engines/maps to gain a better online presence..
PNW Marketplace http://directory.pnwmarketplace.com
Google Maps http://www.google.com/local/add
Bing https://ssl.bing.com/listings/ListingCenter.aspx
Mapquest http://mapquest.com
Yahoo https://local.adcentral.yahoo.com/locallistings/us/i2
Yelp http://www.yelp.com
Yellow Book http://www.yellowbook.com
Yellow Pages http://www.yellowpages.com
Judys Book http://www.judysbook.com
City Search http://www.citysearch.com
Dex Knows http://www.dexknows.com
Insider Pages http://www.insiderpages.com/
Local Directory http://www.locald.com/Washington/Seattle/
Yellow Bot http://www.yellowbot.com/
Super Pages http://www.superpages.com/
Yahoo http://dir.yahoo.com/
Dmoz http;//www.dmoz.org
BOTW http://www.botw.org
GoGuides http://goguides.com
Be sure to add Industry specific directories (which will show up for on the first couple of pages of your search results)
Lastly, to know when a restaurant is mentioned on the internet (with comments, etc) is a way to listen to guests be happy (or mad). Guestpulse (http://guestpulse.com) offers a free service as does Google with Alert Services (http://www.google.com/alerts). Both send information directly to your inbox which saves a restaurant owner or manager the search.
Outsourcing the services is an option for getting the work done. Virtual Assistants can be had for a fee (one option I recommend is Today’s Admin (http://todaysadmin.com). Other outsourcing options can be found at http://www.michaelhartzell.com/outsource.
This does not necessarily get a restaurant’s website SEO’d but the purpose is to get found by whatever means necessary. Directories with a link back to the restaurant’s website is a good first step to getting found.
Identity is more important than ever. Gluten free menu, meeting rooms, waterfront views, parties, or the very specific type of cuisine are all part of the search terms and phrases. “Restaurant”, “Café”, “Coffee Shop”, “Breakfast Diner” give way to very specific terms. (This does not change the branding or name of the restaurant; it simply expands on the description). For instance I am a BIG fan of “corn fed beef”. I am always looking for local Seattle restaurants with one of my favorites.
Here we covered the aspects of:
- Gaining an online presence with directories and maps
- Find directories on the first pages of search engine results
- A starter list is provided
- Sign up for free alert services via Guestpulse and Google Alerts
- Have an identity and the terms people will be using to find what you have (cuisine, specifics)
Following a few of these tips can move even the least internet savvy business owner forward with an online presence without spending a pile of cash. No website? At the very least, get listed on the directories and maps for search engines.
What keeps you as a restaurant owner or manager from moving forward with a better online presence?
Michael Hartzell