74% of consumers rely on social media to make their purchasing decisions– OMD Group
Influencer marketing started way before social media!
When our favorite actor, singer, or sportsperson endorses a brand or a product, we attribute the qualities we associate with them to the brand/product at hand. So, now, we like the product and will probably buy it. Well, that was the celebrity effect back then. Now social media influencers have that effect on us and our purchasing behaviors.
Now that you know what influencers are and what they do from our last blog, let’s understand how to collaborate with them to get the maximum benefit.
Tips on how to start with Influencer Marketing for your Restaurant
Below are the 6 steps you can follow to leverage the power of influencer marketing for your restaurant and boost your brand’s popularity:
1. Choose the right platform
Before you start with influencer marketing for your restaurant, it is important to decide which social media platforms you will be targeting for your campaigns. You can decide that on the basis of your target group– where are your potential customers most active? and content style– every platform has a different content style. So keeping these two basic factors in mind, choose the platforms where you would want to market your restaurant.
2. Find a suitable influencer to partner with
There are a lot of social media influencers nowadays. Finding niche influencers to represent your brand while keeping your brand image, product, and goals in mind is critical. Influencers are classified according to the type of content they create and the number of followers they have. You can narrow down the influencers relevant to your brand by keeping the above-mentioned factors in mind.
3. In-depth analysis of chosen influencers
Once you have selected a few influencers, it is important to conduct a thorough research before you approach them. Go through their content nicely to understand their content style and quality.
You should ask yourself a few questions before collaborating with them like:
- Are they local?
- Is their content up to the marks?
- Are they engaging with their audience?
- How much interaction their posts are getting?
Also, remember to check their past collaborations with different brands.
4. Craft a Proposition
The next step is to entice the influencers after you’ve identified them and conducted an in-depth analysis. Depending on the size of your campaign, you should have a budget in mind before approaching them. The type of influencer you choose to work with will also have a significant impact on your budget (Celebrity influencers will obviously charge more than nano influencers).
We always recommend working with influencers from various categories to ensure a good mix. This will not only give you a wider reach but will also save you money.
With a few bloggers, you can also apply the law of reciprocity. It is very simple; you offer them a free dinner/meal at your restaurant in exchange for a feature post on their profile about your restaurant. This method does not necessitate a formal contract; it is more of an informal arrangement.
5. Launch the Campaign
Allow influencers to be creative and plan content for your brand, especially if that is not your area of interest.
Begin by establishing campaign briefs – what kind of content do you want them to create? How long will the campaign last? What are the objectives and deliverables? Make sure the content is appropriate for your brand and accurately reflects your offerings.
Here are some ways in which you can leverage influencer relationships:
a) Get Restaurant Reviews
As a restaurant owner, you understand how important reviews are to your establishment. Restaurant reviews have a significant impact on a consumer’s revisits and purchasing decisions.
Find people and influencers who genuinely enjoy and are enthusiastic about your food. Request that they post a review for you on social media platforms where others can see it. You can increase the number of restaurant reviews you have by asking bloggers and influencers to post a review in exchange for a free meal or a gift card.
b) Promote Special Events
You must woo your influencers by inviting them to a pre-release party, tasting, or the launch of a new menu at your restaurant. Make an effort to keep it intimate and exclusive.
Once you’ve established a solid relationship with your influencer, you can let them take over your social media account. Your influencer partner, for example, can take over your Instagram posts, stories, and live video.
c) Buy sponsored posts
Depending on the type of influencers you work with, you may need to compensate them for their content creation or reviews. The ASCI requires influencers who receive compensation for sponsored posts to disclose that these posts are advertisements. Influencers will typically use the hashtags #sp, #sponsored, or #ad to provide their audience with adequate disclosure.
This method has both advantages and disadvantages. By paying them, you will undoubtedly gain more control over the content style and language, but the authenticity factor (which is critical for building a loyal fan base) will be lost.
d) Host a Contest Giveaway
A contest is the easiest way to attract your audience and show them some love. It is the most effective way to gain popularity and followers; it is also a great way to attract new customers and convert them into regulars.
Ask your influencer partner to post about your contest on their social accounts, and provide people with simple instructions on how to enter the giveaway. Ascertain that they have all of the images and information required to effectively promote your contest.
e) Attract Dedicated Ambassadors
Instead of working with an influencer only once or twice on a few campaigns, you can collaborate with them and make them brand ambassadors. This will assist you in developing a long-term relationship with an influencer, promoting your brand, and building your image.
6. Track Progress Through Regular Campaign Reports
Finding your ideal influencer and developing a successful relationship with them may appear to be a difficult task. However, once you’ve done that, the next step is to assess the effectiveness and ROI of your influencer marketing campaigns with them. However, because we are still in the Wild West of influencer marketing, many brands are still figuring out the best ways to measure these campaigns.
Use a good social media reporting tool to generate reports on your Influencer marketing campaigns. Use the findings of the report to create more effective campaigns, and make changes as needed.
I hope this guide helps you understand how you can approach and work with these influencers for marketing your restaurant.