Article supplied courtesy of Ignite Marketing

"How To..." Guide to Online Marketing

Often undervalued by restaurants as a marketing tool, the internet can offer superb promotional opportunities and an excellent return on investment.

An online marketing campaign can provide visibility to potential customers and can help you develop the correct brand perceptions.

• The first place to start is to build a website for your restaurant. You don't need anything too fancy, in fact simple is usually best. A good website is easy to navigate and provides all the information the user is looking for in a clear, organised manner. Most people simply want to check out your menu and prices, confirm your address, find you on a map and read some reviews. Of course this is also the perfect opportunity to present your brand in the way you would like it perceived and to communicate your brand messages effectively. That's one of the beauties of your own website - you control it. Try to keep your website up-to-date with any offers, events or seasonal menus. If you offer delivery provide the menu is in printable format.
• Once you have a website there are all sorts of things you can do to enhance its visibility online and to make it work harder for you. Firstly, make sure you register it with the major search engines. Your website designer should deliver a site that is 'search engine friendly' - that is, it contains information in the programming (called meta-tags) that search engines look for. Try and ensure these are relevant to your site: you should use keywords that will help people find you ie: where you are located, type of cuisine served etc. Try and avoid using too much Flash as search engines are not able to read Flash files and subsequently cannot take into account these aspects of your site to help with your ranking.
• Google Adwords are a great method for ensuring you are visible for specified search terms. You only pay for the number of people that click through to your website, so this is highly cost-effective advertising.
• If you are a running a busy restaurant be sure to offer online bookings, either by using an online booking agent such as Live Bookings who take a small commission on every booking or through an integrated booking and reservation system such as Open Table.
• You should also use your website to try and build a database. By adding a monthly prize draw competition to your site you can encourage your site visitors to enter their names and email. Ensuring you have their permission, you can then contact these people with special offers or promotions. Once you have collected sufficient addresses compose a monthly newsletter telling people about developments at the restaurant, special menus/events, new sourcing policies and any other relevant news. Ensure the tone of the email newsletter is in keeping with the brand image.
• - There are various directories such as yell.com or Scoot which can list your website, though these do tend to charge for the privilege. You should also make sure you are covered by as many local information websites and online restaurant guides as possible. Always ensure that correct menus are displayed and use good photos wherever possible.
• Make sure you get a free listing on the discount website TopTable.com and post a generous offer to stimulate business during quiet times, you'll be surprised how effective this can be! You should also join discount schemes such as Taste London, Passport or High Life. Such sites ask you to offer customers a reasonable discount in return for advertising and promoting your venue. Naturally you can lock out certain times, like Friday and Saturday evenings.
• Finally, always advertise your website whenever possible. Add the web address to you press adverts, put it on your exterior signage, menus, business cards and bills. Encourage customers to make return visits to your site. Try and make your website worth visiting by adding value such as a recipe page that changes monthly thereby encouraging people to return to your site regularly.

The key is to be creative with your approach to the internet. Always remember it is a marketing tool, and could be the first view of your restaurant that a potential customers will see. If implemented correctly, your online investment should return great rewards.

by Paul West, Ignite Marketing

Website: www.ignitemarketing.co.uk