SoLoMo a New Approach to Marketing Your Bar or Restaurant
Perhaps, you have been reading and hearing more and more these days about “SoLoMo,” and why it’s such an important driving trend for today’s bars and restaurants. SoLoMo is an acronym for Social + Local + Mobile and a new mindset for bar and restaurants to approach their marketing strategy.
When implemented in a coordinated and integrated fashion, your SoLoMo strategy can have a fundamental impact on your business. Here’s why.
- Social: Simply put, restaurant consumers are social. And for obvious reasons, they trust and want to try new restaurants, based on what they hear from their friends and other trusted sources on Twitter, Facebook, Instagram, and other popular social media platforms. Conversely, people love to share their personal dining experiences and photos. Empathica research shows that nearly three out of every four customers (72 percent) have used Facebook to make restaurant or retail decisions, based on comments and images that have been shared by other users.
- Local: According to this article posted on Alphabet Soup: The ABCs of Social Media Marketing (mis) Communications, one in three searches has local intent. Therefore, location-based marketing is essential for any bar or restaurant’s marketing strategy.
- Mobile: There are more than 91.4 million smart phones in use in the U.S., with almost 50 percent of all smart phone users being the most frequent restaurant goers. When looking for restaurant ideas and recommendations, there’s a very good chance your customers will be searching for your bar or restaurant on their mobile device.
So how can you kick your SoLoMo marketing strategy into gear? Here are a few ideas to get started.
1) Tap into your most important social networks and focus your energy and resources there.
With so many social networking sites and tools available to your consumers, it’s easy to get lost in the clutter. Therefore, you are more likely to succeed, if you focus your social media efforts on a few important channels, versus spreading yourself thin on 10 different platforms. Not sure how to narrow down the list of social media platforms? Facebook, Twitter, Pinterest and Yelp are four great places to start.
2) Reward customers for checking-in.
Local check-ins help boost your business’s local search visibility. One suggestion is to treat your customers to a free appetizer or dessert by frequently checking-in at your location on Facebook, Yelp or Google Places, for instance.
3) Invest in a mobile-friendly website.
Every bar or restaurant needs a mobile-friendly website, or in other words, a website that is designed for mobile web browsers. Surprisingly, though, a Restaurant Sciences industry study reveals that 95 percent of independent restaurants do not have a mobile website, and only about half of chain restaurants have some sort of mobile site. If you do not yet have a mobile-friendly site, it is well-worth the investment.
So get into the SoLoMo mindset and watch your business grow! Or, do you already have a SoLoMo strategy that is working well for your bar or restaurant? We’d love to hear from you.