Chelsea Allenby is a Digital Marketer of 9 years and Managing Director of Allenby Digital Ltd, an online marketing agency she set-up in 2015, specialising in social media and content marketing. www.chelseamarketing.co.uk
Twitter is a real-time platform, people tweet on the go. Especially about where they are and what they’re doing. This is great news for restaurants because people on the go also need to eat! Here are some ways you can use Twitter advertising to capture new customers and get in touch with previous ones too.
Target Other People’s Followers
A unique feature within Twitter advertising is the option to target your ads to the followers of specified accounts. To start this process you will need to do some research and find relevant accounts that tweet about similar things to you. Once you’ve compiled a list of around 20-30 accounts, you can use them within the targeting setup of the ad.
Here is an example of targeting food-related accounts in London. The followers of these accounts are more likely to be interested in restaurants around the London area.
Targeting Based on Hashtags
If there’s a special event happening in the local area, how can you make that work to your advantage? Special events mean more potential customers, but reaching them isn’t always easy. The great thing about big events is that people start to discuss them on social media in the run-up, as well as throughout the event itself.
To reach potential attendees, find out the main hashtag that people are using for the upcoming event on Twitter. For example, it was recently the London marathon and thousands of people used the hashtag #londonmarathon when tweeting about the event. For restaurants in the area, it was the perfect opportunity to get seen.
Promoting this type of tweet through the Twitter advertising platform could have reached even more people using the hashtag #londonmarathon, hopefully resulting in more customers during the event.
Re-market to Previous Customers or Website Visitors
If your restaurant uses online ordering or booking services, you already have a marketing goldmine of customer data! Use this to your advantage on Twitter. Simply upload a list of email addresses into Twitter from previous customers. If those individuals have an account on Twitter, your ad will find them!
Twitter also lets you build a custom audience list of previous visitors to your website, whether they ordered or not. Why is this useful? Well, you could entice this group of people back to your website/restaurant, by targeting them with special offer based adverts.
You might need help from your website developer with this one. A snippet of code will need placing on your website to track who’s visiting and to link those visitors to various Twitter accounts. All you need to do is collect the code from the Twitter advertising platform and pass it on to your website administrator.
When you set-up an advert a few days later, you will have the option to choose the custom list of website visitors as shown below:
Just as you would with any new marketing channel, be sure to closely monitor what is and isn’t working. The cost of advertising can quickly add up if you don’t refine and improve your approach. Try some low budget test ads to find out which ones give you the best results.
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