In this post, we will explain what buzz marketing, which encompasses this concept, the key points for a successful Buzz marketing campaign and the 2 most representative examples of this marketing technique is.

Buzz Marketing definition

A good definition of Buzz Marketing can be:

Buzz Marketing  is a marketing technique known as  “word of mouth”, “word of mouth” or “mouth-ear” which is to generate a high degree of confidence and satisfaction in consumers to get them to be transmitters of information and the recommenders of the benefits of the brand in order to  viralize the product and increase sales .

Buzz Marketing concept

The  Buzz Marketing concept can be framed within viral marketing, and its goal is to generate conversations between people about a brand or product. This “word of mouth” marketing technique is based on consumer confidence in a product or service. And it is this trust that conveys the knowledge of the benefits of a product or service through a close or known person, and not through advertising in media and other traditional marketing techniques which makes the consumer trust and end up buying.

5 Steps to an effective Buzz Marketing

1. Teaser

The brand has not yet been made public. In this phase, we will go to the most influential sector of our target to capture their interest in the product. A good example would be Gmail, which at first was a product that only a few could access, which generated expectation and cultivated the curiosity of the people so that when it came out that everyone wanted to have it. This step is not mandatory, and the Buzz Marketing campaign can be quite successful without it.

2. Confidence

It is important that we generate confidence in the consumers from this moment and throughout the diffusion of the product to improve its reception and word of mouth. For this, we will use benchmarks, important bloggers of the sector, demonstrations, etc. to increase confidence in consumers.

3. Disclosure

Introduction or exposure of the product or service to the rest of the market. In this phase, it will be important that you have correctly defined your distribution strategy to ensure that you support a possible exponential increase in demand.

4. Marketing

At this point normally your product will need the support of marketing techniques on and offline to enhance its dissemination. We can use press releases, street marketing, viral content on social networks, online advertising …

5. Control

Control and enhance the viralization of the product or service through monitoring, analysis and correction and strengthening of strategy if necessary.

WHAT WORKS IN VIRAL MARKETING?

If you want to know what works and what does not in viral marketing, do not miss our post with:

  • The best tips to get your viral content.
  • Resources to enhance the viralization of your content.
  • The best examples of viral marketing.

SEE OUR POST IN VIRAL MARKETING

6 Key Points in Buzz Marketing

To achieve a  viralization of our product through word of mouth we must take into account the following points.

1. Communication

Our means of communication is the consumer, so we must focus all our communication strategy on it.

2. Satisfaction

The degree of consumer satisfaction must be very high for it to become an “evangelist,” so if your product is not perfect superior in some aspect, this strategy is likely not to work.

3 Superiority

Your product will be evangelized when it clearly exceeds the competition. Usually, that something will be the price or the quality of the product, but there are many ways to overcome your competition. If you want to know them, I recommend reading  “Strategies of sale: How to overcome your competition.”

4. Viralization

Buzz Marketing is not incompatible with referrers, influencers, endorsement or advertising in general. In fact, supporting your  Buzz Marketing campaign with these marketing techniques will help you viralize your product more quickly.

5. Internet

As a recommendation, focus more on the internet and online media (bloggers, social networks, online advertising …) to give that boost to your Buzz Marketing. Internet and viral marketing are so related that without online strategy the viralization will never come, and if it arrives, you will not have the strategy to control it and make the most of it.

6. Measurement

As in any other campaign, you must measure with your monitoring tools what is happening to know how your strategy is working, if you must change something, what actions to strengthen, etc.

 

Disadvantages of Buzz Marketing

The negative characteristics or drawbacks that define buzz marketing are:

  1. The absence of control in interpersonal communication.
  2. High investment in product and distribution.
  3. The difficulty of viralization of the product.
  4. High dependence on the consumer.

Buzz marketing Examples

Example Buzz Marketing Apple

The best example that exists about Buzz marketing is that of the Apple brand. They have done very well since the Macintosh, and along with advertising, word of mouth has been their greatest ally.

As you can see, a good strategy of Buzz marketing is not based solely on the product or the referrers, and although it is almost impossible to carry it out without creating an experience around the product, you will not be able to do it with this either. To achieve success and cause viralization will always have to be supported in a large number of marketing actions that help and enhance dissemination.

Example Buzz Marketing Starbucks

Another example of Buzz Marketing is Starbucks. This company recognizes that its main advertising is word of mouth, but this does not come alone, to achieve this it is necessary to ensure that each product sold is an experience, and this is something that the company can control. In the case of Starbucks we see that:

  1. The client’s name is written on the glass along with a smiley face.
  2. The employees always attend you with a smile on your face.
  3. The product is of quality generally superior to its competition.
  4. The place is cozy, with comfortable places to sit and ambient music to relax.
  5. They have free wifi for customers.
  6. Reward customers with a loyalty card.

As we can see, the fact that getting a coffee becomes an experience creates that buzz marketing, making consumers upload pictures of the place, of their smiling drink and comment on both social networks and with others the great place that is Starbucks to relax and have a coffee. The phenomenon that suffers so well received by where it is that they are already present in more than 75 countries.

 

And you, have you already created your viral Buzz Marketing strategy?

It is like people to grow up playing. When you are born, you are given a rattle and a stuffed animal, when you are 3 or 4 years old, we have the first doll or the first plastic car to throw you down the stairs and make you hit the walls of the house. We continue to grow, and the game is still linked to our lives, we play in the playground of the school, on birthdays, with friends or even alone with our console. Sometimes, we are so in the game that we make the mistake of taking life as such.

But all that does not stop there, the game as life also evolves, thus reaching the working world of people. And this is where I start talking about the main theme of this post, the GAMIFICATION.

There are many who still do not know this term or that includes under his name, that is why I will start with a brief definition:

What is Gamification?

Gamification is a method that integrates different game strategies in non-recreational environments, whose main objective is to motivate and make more enjoyable the work of employees of a company.”

The gamification was born in the digital media industry in 2008; it began to be used in the education sector where teachers sought to make more bearable fun and to learn for their students. It was a tool that favored both students and teachers since what was achieved was to enrich teaching and improve academic results. Now it is in the big companies where this strategy of making work compatible with fun is being implemented.

What is intended to achieve with gamification?

It is very simple, the companies that have implemented this method are looking to motivate the work of their employees so that they are more efficient, through games in which they can get rewards, scores, be in the top of the ranking and thus get more recognition within the entity.

The gamification follows a course of three steps that also follow the traditional games with which we have grown all our lives. They are the mechanics, the process and the components of the game.

  • The mechanics of the game: consists of making the user get involved in the game in a dedicated and fun way to level up, earn points, get medals and prizes, etc.
  • The process of the game:  here are the personal motivations of each that are fed by the rewards, the prestige achieved and the recognition achieved.
  • Components of the game:  they are the avatar of the different players, the accumulated points, the badges, etc.

A company has two ways of approaching gamification, one is towards employees, and another is towards customers. What does the company want to achieve with this tool? Engagement.

The company seeks several things with this strategy, among them are to improve the brand image in social networks, optimize interdepartmental processes and retain both employees and customers.

Gamification focused on employees

Through gamification, we can motivate employees in daily work and increase their competitive spirit, which usually results in good results for the business. In return, workers will receive a unique identity, an approach to others, improvements in their learning, prestige, and recognition within the business.

Gamification focused on users

Some clear examples of gamification focused on users are those carried out by Foursquare and Line.
What Foursquare does is intensify its use with the badges that are unlocked as the user registers in more places. The more, the better.
The line uses techniques that consist of making users download and actively use other Apps, and as a reward, Line gives them stickers or coins of the application.

Why is a gamification strategy so important for a company?

Today almost all people have a very close link with our Smartphone, this means that the mobile environment offers many possibilities for a company to interact with employees or customers, with some to increase sales and others achieve loyalty, respectively.

An estimate was made, and it is expected that in 2015 more than 40% of large companies will use this technique. In this year gamification has found its place in the mobile channel since many multinationals find in mobility a new opportunity to be able to grow their business and in apps the perfect base to be able to carry out those processes that improve the performance of your employees.

Finally, I will tell you what some of the keys to knowing where the mobile channel can fit in your company are. The first thing that the company must do is identify the objectives that it intends to achieve within this type of channel, that is, that it searches with this strategy, because it considers the possibility that the world of mobility can bring positive results, etc.

The most common objectives

Objectives that entities seek in this type of expertise are:

  • Branding create or improve a powerful brand image on the internet and innovative.
  • Engagement:  provide value to clients in order to achieve their loyalty.
  • Increase in sales:  a very recent study states that 75% of companies declare that they have made more sales thanks to mobile. And it was estimated that mobile sales would be more than half of online sales in 2018 and so on for 2019.

We can conclude by saying that gamification is a very innovative activity capable of achieving very positive results for a company. It is an almost sure bet for the growth of companies, employees, and customers. Everyone gains motivation, learning, and satisfaction.

Thank you to all for reading us. Hugs!

It is well known by all the great change that the Internet meant in our lives and how it was not going to be less, marketing adapted to that new era. The Digital Marketing or Online Marketing has pursued the use of the Internet and gave us opportunities to promote a business or brand more efficiently. In the new era of the Internet, the possibility of sharing information quickly and easily thanks to social networks and further information and communication technologies was born.

For some years now, the Internet is not only allowed to use information search engines but also as a community, where there are relationships, experiences, knowledge is shared and feedback is generated with users from any part of the world. Therefore, in this introduction to online marketing, we will discuss the techniques, advantages and why online marketing is becoming the pillar of attracting customers from many companies.

In this new area, the second part of digital marketing is developed, since users have complete freedom to talk about the brand. They have the power of opinion, which was previously only allowed to the media. This happens thanks to the emergence of platforms such as social networks, blogs, corporate websites, Email Marketing, etc. Now everything has changed, and the company and client can strengthen this relationship since by increasing proximity and be able to establish direct contact with the brand, we can create the bond of loyalty that is so coveted.

Introduction to online marketing: most used online marketing techniques

Online Marketing is a set of Marketing techniques based on digital media. Among them we can find:

  • Promotion of the Web:  In the leading search engines (SEOSEM).
  • Social networks:  Take advantage of its impact by managing and optimizing networks and social media marketing.
  • Affiliate networks:  The ability to link with affiliate groups that promote our products or services from your website in exchange for a commission.
  • Email marketing:  Campaigns sending emails that are not classified as spam and that stand out among the other emails received.
  • Web design and development:  Harnessing the potential of the Internet based on the most innovative programming languages ​​and marketing techniques.

All this work, especially lately, has been facilitated by the criticized social networks with their special way of sharing content. You just have to know how to use them with conscience and squeeze them 100%. Among other collateral effects of the use of social networks we can see the example of the exponential increase of Video Marketing, which continues to grow actively flagged by the phrase “A picture is worth a thousand words.”

Introduction to online marketing Why Online Marketing?

This type of Marketing gives us the possibility to reach more people, faster and more economically. After the invasion of the Internet in our lives, we saw modified our behavior habits in society. Each movement is registered, where the individual does not find borders or distances, and this is directly influenced in the way of doing online marketing by taking advantage of these opportunities and benefits offered by the Internet.

The Internet is a gateway to an immense world, a vast range of possibilities. Apparently, everything is not invented, there is always something to learn and improve and that is why you still have to keep continually learning and evolving because that’s what the Internet does.

As technology advances new ways of doing Marketing arise are always inspired by the traditional actions of the real world. But in an orderly manner, with real-time access to an infinite number of parameters that will allow us to measure the exact effect caused by our actions, determining the cost, benefits and risk it offers us and allowing us to make strategic estimates with greater accuracy and greater efficiency.

Currently, the most successful campaigns are eMarketing and Mailing. However, emerging channels such as blogs and social networks are gaining strength, as content marketing is the new star of 2015.

Still, we should always keep in mind that a single strategy will never lead you to success. For a campaign to be successful on the internet, different strategic levels are needed or choosing in each one the most appropriate options. One option would be a central strategy that feeds other small-scale strategies. We could talk about thousands of possibilities such as the creation of a web page oriented to sales,  email marketing, search engine positioning, online advertising, etc.

A small change, great results

I am one of those who thinks: “A small change can give great results.”

It is useless to simply have a web page if it is not adequate for the interests of your business or company. It often happens that people want to be on the internet because they are, and there is little or no use in having a web page without more. Among other aspects, web design plays a key role in online marketing and is one of the key factors to make your investment profitable in an online store or web page. Some of the advantages we could obtain from the correct combination of a web page with a good online strategy would be:

Advantages of a good Online Marketing strategy

1) Increase sales:  The goal of any company is to increase their profits. Online Marketing will help you increase your sales progressively, regardless of your budget. But not only should they look at its economic benefits, but also look at the social benefits it will bring to the company, helping to create a better society.

2)  Increase credibility:  A good online presence and managed consistently, enables you to increase the likelihood of your company.

3) Increase the confidence of the client/consumer:  If your company is present on the internet, it brings spirit to the consumer and thus reaffirms the image of your company.

4) Potential customers:  Establishing conversations is one of the most practical ways to attract potential customers and increase brand awareness. To finally build loyalty.

5) Differentiation of the competition:  Online Marketing allows you to transmit the advantages of your products or services directly, differentiating yourself from your competition.

6) Image of the brand:  The presence in the Social Networks and the first positions of the search engines increases the positive image of a company instantaneously.

7) Segmentation of the public:  The ability of segmentation offered by advertising on the Internet is much more advanced than traditional advertising methods. Let’s not forget Video Marketing, and it’s a very good strategy for differentiation.

8) Controlled investment:  Online Marketing is the perfect solution for SMEs since it allows developing progressive strategies tailored to each company and measuring the results.

 

A web page is an essential part of the company and its philosophy. Before developing an Online Marketing strategy, we must be clear about the objectives we want to achieve. Only then the path to success can begin.

Relationships have always been at the center of business development, and the most natural way to establish relationships has always been to do some degree in the universities, go to specialized masters, events, etc before the drastic revolution of social networks.

In the digital world where we live, social networks can accelerate the process of building relationships. From Facebook to LinkedIn, social networks have improved the way we communicate with potential customers, stimulate connections and are our main method of search to establish relationships.

Nine times out of ten, the people in charge of the development of a company have an idea of ​​the type of company with which they want to associate for a particular initiative. Traditionally, the next step in an initial connection would be to call or send an email to the company and make a report from there. Social networks accelerate this process and now we can find the best person, determine if we have any mutual connection, know their experience (like the company’s), all before entering into a conversation.

Today we are going to shares with you some ways we can use the information available on social networks to improve our business development practices.

How social networks generate business development

1. Use social networks as lenses

Social networks provide the opportunity to see what potential partners, competitors, and customers do. Social networks are a concrete way to see how companies perform in their respective ecosystems, which can shed light on possible ways of working together (or reasons not to do so). Make sure you position yourself as an expert in your industry by sharing thoughts and content in your channels and highlight achievements and successes.

2. Modify your messages on your social channels

Each social network has a different flavor. The way people behave and connect in these is different. For example, on Twitter, we are more concise and direct, while on Facebook we have more freedom and we tend to launch marketing initiatives to show the culture of our agency. There is no universal manual for all social networks.

3. Improve relationships with employees

If you are looking to connect with someone in a particular company, see if someone in your company has an established relationship. Social networks like LinkedIn facilitate the search for mutual connections. Whether you ask a colleague to introduce you or advertise on your network, a mutual connection is an automatic advantage in the game of business development.

4. Use social networks as an additional connection point

Social networks are not only the key to the success of business development but also serve as an additional connection point for your practices. For example, once we sent an email and a voice to a prospect, but he never responded. It is natural that people are so busy that they overlook these things and forget to do something. However, we did a follow-up via LinkedIn and other digital avenues, and we managed to communicate with him much more quickly.

Whether online or not, the most fundamental element of a company’s development will always be strong relationships. At the end of the day, what matters is that you associate with a company or person with a good reputation, do things well and have initiative. Social networks are a good place to start.

Smartphones, Tablets: Mobile devices are becoming more and more important for brand management and more are added, such as SmartWatch and wearables. The development of Smart Living will also support the further expansion that we see in Mobile Health.

Mobile branding is brand management with mobile devices. The user can communicate at any time (24/7), and any place: Mobile devices accompany the user through his day – in the train, in the lecture, even in the bathroom. In contrast to laptop and PC, the smartphone is almost always present in everyday life, usually switched on and connected to the Internet. Another unique feature is that we can offer the user personalized content that suits his wishes, needs, and situation.

Location Based Branding

Location-based branding is location-based brand management. Example: The user is in a real place, where he enters and participates in a brand story. He has to do something, or he lets something happen. Very well this can be combined with augmented reality. So let’s go: allow your user to hand-me-downs through your business, navigate to specific locations, and complete tasks to receive a discount as a reward.

Tell stories in your storefront, possibly supported by an avatar, an electronic helper. At the Open House, mobile stories in the foyer tell the story of the company’s founding, in the research lab of the latest product, in the production of the outstanding quality of this product. With micro telling short stories in two to three sentences or 140 characters texts.

Situation-Based Branding

The challenge for mobile branding is to gain knowledge about the users in certain situations and the experiences that they would like to have in this situation. So far, market research relies on measurable behavior such as click counts and retention times in eShops.

Although these data provide important information on the observed behavior: Which banner is clicked more often? How long do users need to order a product? But there is some lack of insight about why people act in situations and whether they will do so again in the future.

This requires qualitative, “understanding” information about the situation. The first approaches already exist: the users are recorded and evaluated via the webcam: Does the user feel bored? Is he excited? Our stories could instantly instigate or reassure him.

Conclusion

Mobile branding and location-based branding contribute to digital branding through unlimited availability of time and place. However, we should better understand how the user feels in certain situations and what he wants.

Hotels today deliver a significant portion of their revenues to digital agents such as booking.com. Experts recommend generating as many direct bookings as possible via the hotel’s website. But how does a hotelier implement this?

Recently, an elderly lady told me about her Tuscany vacation 40 years ago: “We just drove off, and if we liked one place, we stopped at a ‘free room’ sign and stayed overnight.”

“Room free” signs can still be seen today. However, they do not have much to do with the sales strategy of a modern hotel. Because more and more people inform themselves before departure in detail on the Internet and book there. Let’s consider how online portals like booking.com, HRS, and Expedia are getting more powerful. Hotels today deliver a significant portion of their revenues to these digital intermediaries. Hoteliers need a clear strategy to compete in this market. What can such a strategy look like?

In conversation with professionals

I interviewed two experts: the distribution expert Gianluca Marongiu of the Swiss Hospitality Solutions AG (SHS) and the experienced Lucerne hotelier Ferdinand Zehnder.

For Zehnder and Marongiu, one thing is clear: The aim is to generate as many direct bookings as possible via the hotel’s commission-free website. That’s easy to say, but not so easy to achieve. The question arises: how can the relatively unknown website of a single hotelier stand up to the big portals?

Zehnder and Marongiu consider the following four tips to be crucial:

1. Create incentives for direct bookings

Each booking via online booking portals incurs commissions of up to 15 percent of the room rate. Ferdinand Zehnder explains:

“Reservations through our website are commission-free. The hotel’s website thus gains great importance for us. We want guests to book directly through our website and sell the rooms 4 percent cheaper than booking.com.”

Thus Zehnder saves the commission costs, and its guests benefit from a better offer. Gianluca Marongiu pursues a similar strategy at SHS. He recommends that his clients create attractive incentives for direct bookings. At a training course for Lucerne hoteliers, he gave the following tips:

  • Best Price Guaranteed
  • Thank you gift, for example, dinner or free breakfast
  • Stringent visual language, wording, and communication of the USP
  • Good usability with logical booking steps up to the cash register

2. Hotel websites must be mobile-friendly

“Responsive” websites are becoming more important. According to Marongiu, the search behavior of customers has changed a lot in recent years:

“Almost everyone gets informed online today. There are very few people who inform themselves offline and book offline. The online process influences over 80 percent of bookings. Guests are increasingly using mobile devices. A responsive website is, therefore, a must for every hotel. ”

3. Show presence on meta-search platforms

Meta-search platforms such as Trivago or Kayak are an excellent opportunity for hoteliers, as their hotel website on the price comparison platforms is in direct competition with the popular booking portals such as booking.com and HRS. If the hotel website wins the price comparison, commission-free direct bookings can be generated.

However, how long it will take is uncertain, Marongiu knows:

“The big online booking platforms are increasingly buying the most important meta-search platforms. In the long term, the hotel industry probably has to pay a lot for mediation via the meta-search platform (pay per click).”

4. Revenue Management: Maintain Independence

Marongiu recommends targeting the number of customers booking through an online booking platform. SHS has developed a pick-up reporting that focuses on the next six months and provides a forecast for the future booking status. At a low booking level, the hotelier resorts to an intermediary such as boooking.com. During a well-booked period, it dispenses with the distribution through the commissioned online portals.

As there are price levels in yield management, revenue levels have been developed in Revenue Management.

“So we’re not just changing the prices, but also the availability on the channels, depending on what the forecast looks like for the next few months,” explains Marongiu.

For example, a hotel does not raise prices on a high season, but can only be booked through its own, commission-free website. Thus, the hoteliers create certain independence compared to the booking platforms. Ensuring independence is also central to Zehnder: ” We have a comprehensive base and can be booked through several portals. We also manage our prices and quotas independently. We do not want to be dependent on a channel.

The airline industry as a trendsetter

The airline industry has already achieved change. According to Pocuswright, three-quarters of all airline bookings in the US are made directly through their own website. Will the Swiss hoteliers succeed in luring their guests onto their own website in order to avoid the high commissions of the online portals? Please send us your opinion.

Where the journey for the Swedish hoteliers leads, we will see in the next few years. The journey can begin, preferably right on the hotel’s website.

Doing marketing for restaurants at Christmas is an important key for your business, why? Although we all know that there will be many business dinners and that is the time of the cornucopia, if we know how to prepare it in advance, we can do with the big companies (who pay the most expensive menus) and organize these events seriously and ahem, progress. The reservation portals, for example, have already started their Christmas campaign this week and it is crucial that, at least, you are thinking about the menus you want to offer in your restaurant.

Marketing for Restaurants in Christmas 2018: The Tricks To Have The Best Business Menu

The years of opulence in which companies invited everyone to $ 50 menus are a bit in their low hours. Most people have to pay for their dinners right now, so it’s important that you keep an eye on the price. Regarding the alternative theme, with 3 menus is more than enough. Put main dishes that you know that everyone likes more or less, period. When a restaurant sends you 7 different menus, you do not know what to choose.

Another issue is how Christmas has to be the menu: the odd detail is worth it, but it is important not to go too far. Also, do not opt for cumbersome menus; the companies lately are choosing for more informal menus and not the mythical 7 plates with consommé, three hundred appetizers, meat, and fish … In the theme of the dessert, it is okay to put some little nougat, but not that the dessert is just nougat. If you are in Stockholm, for example, you can always play and make a dessert decorated
with Almond Caramel Cake (Toscakaka), which is lighter. The theme of the sparkling wine is also often decisive when choosing: all companies and friends like to make a toast as a farewell to the year.

How To Manage The Christmas Restaurant Campaign in Reservations Portals

You must be very precise with your instructions for Christmas reservations, or you run the risk of receiving many reservations with menus, and on days that you do not they interest you They will remember you as well, but it does not hurt that you keep it in mind. For a year I worked on the Christmas campaign of one of these portals, and I recommend the following:

Define Your Quota Well

Inform all the pages of the total allowance for groups you have: it may not be the same as that of the whole restaurant or, if you put together tables, it may be larger. Take advantage of this advantage.

Close The Days That You Will Be On Vacation

Christmas Eve, Christmas, New Year, San Esteban … If you are not going to open, close them on your calendar so that you do not receive any reservations due to misunderstandings and you do not like a client.

The Days of Company Dinners, Only Christmas Menus

If the days that you are going to offer Christmas menus want to offer this menu, be sure to close all the menus that are usually active in the portals. That way there will be no way to get confused.

Ask for Payment And Sign

As much as you have made the reservation, be sure to ask for a payment and signal to the clients that arrive by these means. There are many clients and dates of secure reservations, so if you cancel one at the last moment, it’s a lady’s job.

If You Drop A Reservation, Ask for Help

In the last days before the company dinners, the portals continue to receive requests from groups, and they do not know where to put the reservations. So, if you drop any, do not hesitate to call them to advise your restaurant; they will have options to recommend, and you will have the opportunity to fill that empty space again. In my year, I saved more than one night!

Send Them The Menu Now!

The first requests for business dinners to portals are starting, and they will be preparing the Christmas campaign with a special section on the web, newsletters, etc. If you send them your proposal soon, you will have ballots to have visibility in these sections and win customers, not just for Christmas. Go ahead and be smarter than others!

Finally, do not forget to update your Christmas menus on your own website, because, if they are going to visit you directly, you must have your website updated and ready to get reservations!

In short, even if it’s a good time for your business, do not forget to do Marketing for restaurants at Christmas!

Until the next time
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A few days ago we explained to you that one of our services that most demand us is the digital marketing for restaurants in Stockholm, where our UBT Consults is. In that post, we explained to you the great importance that Internet presence is charging for restaurants in recent years.

We commented on the great importance of product photography and of putting our product in the foreground to take advantage of the viscerality of a decision such as what to eat by opening the appetite, of the benefits of having a good fanpage from which to promote well-structured ads in Facebook, or the exciting thing that is to facilitate the clients that share photos in their RRSS offering them WiFi. Today we want to provide some digital marketing tips for restaurants, based on common sense.

Keep in mind that before starting to post photos on social networks without rhyme or reason, you must make a good plan of marketing, defining the target audience you wish to attract and thinking what actions are best for the lure. No restaurant will be for everyone, so wishing to appeal everybody will be only waste of resources and time. Rate what types of restaurant you are and which ones fit the image you want to convey. If you’re going to be luxury and exclusive restaurant, a contest on Instagram is not your best option.

Digital Marketing Moves with A Worthy Product

This must be applied to any area and any sorts of marketing, online or offline, however, even more to the restoration. I will illustrate with a personal story: a few weeks back we went to a restaurant attracted by some photos of cuisines one of my friends gotten on Instagram. When we went there, we found a reasonable place and a meal that was just right located in an area with brutal competition.

You must take into account that the consumer of today is very challenging and is very well informed, so if you wish to build loyalty, you will need to have enough nice photos on the net. In addition, you should bear in mind that platforms like Tripadvisor, Google Maps, or Yelp give great weight to the comments of your users, providing greater or lesser visibility according to your score. So caring your client, despite what you may think, not only those who want to criticize write. Every customer can be an influencer.

Content Marketing

When it comes to positioning a website, Google considers the regularity with which it renews its content. The blog can be an awesome tool to obtain a persistent flow of traction on your website.You can give advice on cooking, nutrition or healthy living, or also do it through a YouTube channel. Content is a great way to build audience loyalty and add value to your social networks.

Email Marketing

Getting a commercial email can be perceived as intrusive and, if it is poorly done, it is easy for you to be labeled as spam and sent to oblivion forever. However, well done, a newsletter may be a great instrument to create impact in the minds of your customers. Measure yourself in the periodicity of this and try to offer a content that is of value: changes in the letter or the schedules or special events. It can also be used to offer exclusive offers, strengthening loyalty and giving weight reasons
to subscribe to the newsletter.

Be Careful with Offers through Booking Platforms

Some platforms like eltenedor.com allow, in a very simple way, to make discounts and offers can get to a lot of people. This is a two-way weapon. First, it can allow many people who otherwise would never have known you to come to you. However, exceeding you can attract a particular type of customer interested only in offers. Use these tools with caution.

Contests on Instagram

In previous posts dedicated to marketing for restaurants, we talked about how exciting it is for a restaurant to get visibility not only on its wall but also in the client’s wall. Instagram is the ideal platform for it. There are different ways to get it, but the contest is the most effective. Offer an award to the best photographs of your menus, create a hashtag in which to see all the pictures and ask your customers to tag you.

Until next time!
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Google has become the place to go to consult any doubt, no matter if it is the date of birth of the third Russian Tsar or a place to eat. Whatever your business, you have to have a good position in the search engines. When looking for a place to fill your stomach, one of the first gestures that usually done is to take the phone out of your pocket and see what’s around you. That’s why in today’s post I will offer you some tips that respond to how to position a restaurant in Google.

The SEO [Will be linked with future post] is one of the most important to work with local searches and it requires quite a lot of hard work. In the other pages of our website, we explained to you that the main activity we do is marketing for restaurants. [Will be linked with future post]

How Do Google Searches Work?

In order to position a restaurant correctly on Google, it is important to understand how your local searches [Will be linked with future post] work. Google’s growing ability to interpret what you’re looking for will never cease to amaze.

For some time now, your algorithm is able to interpret if you are looking for something that is around you or not. It does for example if you search for “Barcelona restaurants,” but you do not even need to do a geographical search, with “pizza” or “sushi” it will already show restaurants around you.

Tips on How To Position A Restaurant on Google

Create A Profile on Google My Business

Google My Business is the tool that Mountain View offers to the owners of a business to keep all your data updated. It will allow you to manage the way your restaurant will appear on Google, both in the search and in Maps. Add your schedules and keep them updated. Photos, phone, contact forms … The more complete your file, the better Google will value you.

Remove Your Duplicate Profiles

Google allows anyone to add information to services such as Maps. This will enable you to gather a considerable amount of data, but it also leads to duplicate profiles that sometimes confuse. Keep in mind that this can also happen in Facebook and other directories such as Yellow Pages, negatively impacting your positioning in Google even if they are services external to the search engine. Remove as many as you can.

Create Profiles In Local Directories And Social Networks

In the same way that duplicate profiles can hurt the positioning of a restaurant in Google, the absence of profiles in social networks and local directories is also detrimental. Believe them! And make sure that in all of them the name is the same.

Categorize Your Restaurant Correctly

Both in Google My Business and in other directories, it is very important to make correct use of categories, subcategories, and labels. It is not worth saying that you are a restaurant, it is much better to specify everything you can: “Italian restaurant” or “Argentine restaurant” will give you much better results.

Invest In A Virtual Tour of Your Restaurant

Admire the decor, contemplate the atmosphere and charm that your local offers, plus the security of showing that the store you have found through the network really exists … are just some of the advantages of virtual tours offered by Google Maps Business View [Will be linked with future post]. A service that allows you to incorporate panoramic photos in 360º with which to surround a potential client.

Choose The URL Well And Keep Your Web Updated

A right URL should be short and easy to remember. It is recommended that you put the location where you are located, so that it differs quickly from other restaurants that may have a similar name in other cities, and will facilitate the appearance in local searches. You can not put it in the URL unless it appears in the “tag title” of your site and the URL of any of the web pages.

Make sure the address, phone number, and restaurant name appear as text on the web, which is what Google bots can read. If they are embedded in an image, it will not work for you. Try to change the content of your website on a regular basis -for example, with a blog, something that Google values very positively. Of course, it must be responsive [Will be linked with future post] and well adapted to mobile so that it loads quickly.

Get Reviews of Your Restaurant

One of the aspects that Google values most is the assessment that customers make of you. Encourage them to rate on Google Maps and leave their reviews, perhaps with small discounts. The best thing is to go adding little by little, because if they arrive many at once and then there is a downturn, Google can suspect that you have bought something you should never do.

I hope these little tricks to position a restaurant on Google have served you. In our next posts, we will continue with more marketing tips for restaurants.

Until next time!
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We have all found ourselves in this situation: time to eat or dine in an area of ​​the city that we do not know, take the phone out of your pocket and open Google Maps to see what options we have around us. In recent weeks we have dedicated several entries to marketing for restaurants, and today I want to explain how to position a restaurant in Google Maps.

It is a fundamental tool to make our business known since it will not only make us appear in the map service, but it will also have a direct effect on the results of the search engine,[will be linked with How to position a restaurant on Google: tips and tricks] significantly increasing our visibility in the areas close to our premises. Google can interpret when the search is local even if the user does not specify, for example, “restaurants in Stockholm” and is limited to search “restaurants.” The search
engine understands that what you are looking for is a place to eat near where you are.

Thus, local searches are a great advantage, since it limits the competition and dramatically facilitates
appearing in the top positions.

Google My Business

From the search engine are determined to unseat TripAdvisor or Yelp with Google My Business, a tool in which they have unified Google Places and the vast potential of Google Maps, giving you great business visibility.

To register your business, you only have to access through the portal or download your application for Android or iPhone. After logging in and registering your company, in a straightforward process, Google will send you by physical mail a letter with a code to verify that it is a real business.

To optimize our profile to the maximum, we must fill in all the possible data, which My Business
divides into four main tabs:
First tab:

  • basic information
  • Name of the business
  • services we offer
  • Basic description
  • Address
  • Schedule
  • Web page

The more accurate the information we give, the better, especially the schedules, which we should not forget to update if we change them. The website is not mandatory, but keep in mind that if we can position our business well in local searches, we will have a link above the organic results of Google and who can say no to that?

Second Tab: Photographs

We will not tire of insisting on the importance of photography in the marketing of a restaurant. A photograph of a delicious dish may be the reason why a customer may decide to go to your restaurant. Take care of the photographs, edit them and give them as much visibility as you can. But do not limit yourself only to food, you should also take pictures of your place to show the atmosphere and decoration, something that can also have an important effect called.

Third Tab: Reviews

The opinions of your customers are of vital importance on platforms like TripAdvisor and Google Maps is no different, one of the main reasons why we always say that marketing starts with a good product. If your customers are happy, they will leave good reviews, you will have a good score, and you will position yourself better. If you have a bad score, it will cost you more to have visibility and win customers.

From this tab, you can view all the reviews that your customers have made of your business and also answer them. Of course, in no case, you can delete or delete them. However, if you have the option to report them and if you think that one is abusive or does not refer to your business. Google will analyze it and proceed to eliminate it if it considers it appropriate.

Fourth Tab: Analytics

From here you can analyze the behavior of users who come to the profile of your business: if they have accessed the web, looked at the photographs or if they have searched how to get to your restaurant.

5 Tips for positioning a restaurant in Google Maps

  • Always update your profile before any news: new letter, change of schedules …
  • Select the main category of your company well. For example, it is much better to indicate that you are an Asian restaurant than a restaurant.
  • Optimize the SEO of your website, and it also helps a lot.
  • Encourage your customers to write reviews on Google Maps, but never counterfeit them! If Google detects irregularities, it can seriously penalize you.
  • As always, analyze what your direct competition does both what you do well and what you
    do wrong and take ideas.

I hope this post will help you solve the most common doubts about how to position a restaurant in Google Maps.
Until next time.
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