INSIGHTS FROM THE SPECIALIST HOSPITALITY MARKETERS FOR THE LAST 11 YEARS
Hello, Sydney's vibrant cafe and restaurant owners! 👋 As we start the final run of 2024, it's time to review our approach to social media marketing for cafes and restaurants and to check if you are maximising the use of your venue’s Instagram account to market your hospitality venue correctly.
Instagram continues to be a powerhouse platform for hospitality marketing, and we're here to guide you through the latest trends and strategies to make your digital marketing for restaurants shine. Let's explore below how you can leverage Instagram to boost your cafe marketing and restaurant marketing efforts in Sydney and beyond!
1. Optimize Your Instagram Profile for Success
Your Instagram profile is your digital storefront, so let's make it irresistible:
Use a clear, high-quality profile picture (your logo works great).
Craft a compelling bio that highlights your unique selling points.
Include your location, hours, and a link to your website or menu. Now you can put multiple links in there natively. So one to your website, one to the menu, one to the booking platform and then one to PR articles if you have them.
Utilise Instagram's business profile features for easy contact options.
Pro tip: Use relevant keywords like "Sydney cafe" or "Sydney gourmet restaurant" in your bio to improve discoverability.
2. Create a Cohesive Visual Aesthetic
In the world of Instagram, aesthetics matter. Develop a consistent visual style that reflects your brand:
Choose a colour palette that complements your branding and reflects the mood you're after.
Use similar filters or editing styles across your posts so there is consistency.
Mix up your content with food shots, interior photos, and behind-the-scenes glimpses.
Invest in good lighting – natural light works wonders for food photography!
Even better, make sure you use a professional food photographer who is trained to bring out the best in your food and also set the mood for your page. At CPM, we work with the best food photographers in the business and they make your page stand out from your competition!
Remember, your feed should make followers hungry for more!
3. Leverage Instagram's Latest Features
Instagram is constantly evolving, and so should your strategy. They are moving to more video-based platforms to keep up with TikTok and YouTube. Here are some features to focus on in 2024:
Reels: Short-form videos are huge! Show off quick recipes, staff introductions, or food prep techniques and make them humorous. At CPM, when we film reels for clients we have scripts and have a filming plan like any production studio would. So we know what content will be attractive.
Stories: Use interactive stickers like polls or questions to engage your audience. They should also follow the same branding and visual cues as the feed posts to stay on brand. If people don't find you on their feed they will find you in their stories.
Instagram Shop: If you sell merchandise or gift cards, set up your shop for easy purchasing.
Right now Meta is favouring video format and showing you organically to as many customers as possible. That's why we deliver them strategically, as much as we still post.
We have had some awesome results with some of our Reels being shown organically to over 7 Million people! Instagram Reels is where you can make your restaurant or cafe go viral on social media. Staying up-to-date with these features can give your restaurant marketing in Sydney an edge.
4. Harness the Power of Hashtags
Hashtags are still a vital tool for discovery on Instagram. Here's how to use them effectively:
Research popular and relevant hashtags in your niche (e.g., #SydneyCafe, #FoodieHeaven).
Create a branded hashtag for your business and encourage customers to use it.
Use a mix of popular and niche hashtags to expand your reach.
Consider local hashtags to attract nearby customers.
Pro tip: Don't overdo it – 5 well-chosen hashtags per post is often enough.
5. Engage with Your Community
Building a community is key to successful social media marketing for cafes. Here's how to foster engagement:
Respond promptly to comments and direct messages.
Like and comment on posts from followers and other local businesses.
Share user-generated content (with permission) to show appreciation
Remember, engagement is a two-way street!
6. Showcase Your Menu Creatively
Your food is the star of the show, so give it the spotlight it deserves:
Post high-quality photos of your dishes, including new menu items and specials.
Use carousel posts to showcase multiple dishes or angles.
Create appetizing Reels of food being prepared or plated.
Don't forget about your drinks – coffee art and colourful cocktails are Instagram gold!
Make sure your content makes followers' mouths water!
7. Tell Your Brand Story
People connect with stories, not just products. Share your cafe or restaurant's journey:
Introduce your team members and their roles.
Share the inspiration behind your menu items.
Highlight your sourcing practices, especially if you use local or sustainable ingredients.
Post about your cafe or restaurant's history and milestones.
This personal touch can set you apart in the competitive world of hospitality marketing.
8. Collaborate with Influencers and Food Bloggers
Influencer marketing can significantly boost your visibility:
Partner with local food influencers or bloggers for reviews or takeovers.
Host influencer events at your venue.
Offer exclusive dishes or experiences for influencers to share.
Always ensure collaborations align with your brand values
So from here, you can see how many things have to be done to fully maximise the potential of your Instagram page. Instagram truly is the ideal social media tool for cafes and restaurants to market effectively. You just need to do it right!
Overwhelmed with all this? Then chat with us at CPM where we have been using Instagram and a suite of other digital marketing tools to build great restaurant and cafe brands across New South Wales for nearly 12 years. We are more than happy to chat to see how we can help you!
If you want to learn more then click below!
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