GoDaddy and ChowNow hosted a webinar for small businesses on the best ways to adjust your marketing strategy for the new normal. Joining forces as #OpenWeStand partners, they cover key tips in the webinar to help you update your website, engage your customers on social media, send smart email communication, and build customer loyalty.
Here are some key takeaways from the webinar that you can use to optimize your marketing for the new normal.
Watch the full webinar:
Use these key takeaways to attract new customers and engage your loyal fanbase during COVID-19 and beyond:
Update your website with key information
Now that more people than ever are searching for businesses that are “open now” and “near me,” your website is likely experiencing higher traffic. By cleaning up your online presence and making relevant information immediately available, you can capitalize on this increased search traffic, and convert those views into clicks, and from there, into visits or orders.
Fun fact: 77% of diners visit a restaurant’s website before they dine in or order out from the establishment. Of that group, nearly 70% have been discouraged from visiting the restaurant because of its website.
Here are updates to make to your website right now:
- Highlight important changes. Did your hours or menu change due to COVID-19? Are there new pickup or dine-in protocols that visitors should know before going? If you’re open, let customers know what safety or cleaning procedures you’re enacting at your business to keep everyone safe.
- Prioritize your call-to-action and direct your guests’ behavior. Are you driving reservations for 50% capacity? Are you relying on takeout? Make sure your Online Order or Reserve buttons are bold, easy to find, and show up on desktop and mobile.
- Connect your social media. Make it easy for your customers to follow you on social media directly from your website. This will help grow your follower base and help you stay engaged with your new and loyal fans.
Engage customers and community on social media
Communicate important updates
With constant change becoming the new standard, consumers demand transparency from restaurants and foodservice operations in exchange for loyalty – whether it’s for dining in or taking it to go. Any updates on your website should ALSO be posted to social media!
Social media is a key way to communicate and build this trust, so restaurants are taking to Instagram and Facebook to relay swiftly- changing protocols and business updates.
Here are some examples:
Expand your dine-in experience
Social media isn’t just a place for COVID-19-related updates. Your social media content should still be fun and engaging to encourage your customers to come by or order from you for their next meal.
Think of social media as an immersive experience — go beyond plated photos! You can use Instagram Stories or Facebook Live to offer:
- Cocktail classes
- Live Performances
- Recipe tutorials
- Flash sales
Get creative and get engaged with your fanbase.
Craft smart emails to communicate with customers
Email marketing continues brand exposure in between your diners’ visits. And, a good email marketing strategy can encourage diner loyalty and drive repeat traffic. In addition to any specials or promos, amplify announcements for new menus, services, and seasonal updates with catchy subject lines and to-the-point CTAs.
You can find more tips from GoDaddy and ChowNow’s webinar to optimize your marketing strategy by watching the full recording here.
Go to OpenWeStand.org for more resources to help small business owners during this challenging time.