build your own digital marketing plan in 10 minutes (dine)
TRANSCRIPT
© 2017 DINE 2017© 2017 DINE 2017
Attract the right customers, and make it easy for people to find your business online.BUILD YOUR OWN DIGITAL MARKETING PLANDINE 2017
© 2017 DINE 2017© 2017 DINE 2017
1.Attract the right customers.WHAT ARE PEOPLE LOOKING FOR?HOW DO THEY LOOK FOR WHAT THEY WANT?
© 2017 DINE 2017
Be yourself - attract likeminded people.
• Tell your story, let people know who you are, why you are in business, tell people what you care about & let them find you.
• Treat your digital marketing like a dish on your menu – give it care and attention.
• Select your words and images as carefully as you select your ingredients.
© 2017 DINE 2017
Create for people- search or browse?
"There are two kinds of people in this world, those who know what they want, and those who don’t.”
SEARCH BROWSEOR
• Know what they want• Decisive• Rational• Focussed• Detailed
TEXT-LEDMenu, opening times,
location/parking, allergies
• Don’t know what they want
• Open to suggestion• Emotional• Ready to be distracted• Generalisation
IMAGE-LEDDishes, ingredients, people enjoying the location/food
INFORM INSPIRE
© 2017 DINE 2017© 2017 DINE 2017
2.Make it easy for people to find your business online.WHERE ARE PEOPLE LOOKING FOR YOU ONLINE?
© 2017 DINE 2017
Hangout in all the right places- where are people looking for you online?
APPS & REVIEWS SOCIAL
• Deliveroo• Talabat• Zomato• Blogs & magazines
• Instagram• Facebook
• Search• Images• Maps/My Business
© 2017 DINE 2017
Apps & reviews- people want ‘on-demand’.
• People are in the mood to eat - increased exposure at the point of purchase.
• ‘Most popular’ what do your customers order most often? Make it easy to ‘buy’.
• Include ‘personable’ descriptions – what does it taste/feel like?
• Use images of food instead of your logo or internal scenes – this is a delivery.
• Accept fees as the cost of doing business – cheaper than paid advertising.
73% of people
© 2017 DINE 2017
Social- people share ‘moments’.
• Add your location on Instagram and Facebook to allow people to ‘check-in’.
• Give people something to talk about – again, and again, and again.
• Display your hashtag internally, to take advantage of photo opportunities.
© 2017 DINE 2017
Google search- people enjoy being Sherlock.
• Search Engine Optimisation (SEO) follows the same principles of menu psychology.
• Create unique and accurate page titles.
• Make use of the ‘description’ meta tag.
• Improve the structure of your URLs.
• Make the site easier to navigate/breadcrumbs.
• Write better anchor text.
• Use heading tags appropriately.
• Add an xml site map, links to important pages.
© 2017 DINE 2017
Google images- people love to dream.
• Store images in a central ‘image’ file.
• Use brief but descriptive file names.
• Supply ‘alt’ text for images.
• Improves accessibility and increases exposure during image searches.
© 2017 DINE 2017
Google maps/my business- people are out and about.
• Add a pin to Google maps so people can find you easily and check-in their photos on Google maps.
• Include images inside and real food dishes.
• Add opening times.
• Internal incentives to leave a review i.e. 10% off your food order if you review.
• Keep an eye on reviews and respond immediately to customer feedback.
© 2017 DINE 2017© 2017 DINE 2017
3.Build your own digital marketing plan.
© 2017 DINE 2017
TODAY GOAL
1,000 CUSTOMERGOOD FOOD AWARD
FRANCHISENEW LOCATION
© 2017 DINE 2017
ALEXIS IS AM. PHOTOG.MJ LOVE TO SNAPCHAT
LINKEDIN BIZ BLOGBEHIND THE SCENES
DO WHAT YOU CAN.
USE WHAT YOU HAVE.
START WHERE YOU ARE.
WEBSITESOCIAL CHANNELS
T-SHIRTSNAPKINS
ORGANIC LOCAL FOODFAIR TRADE
FRESH IN 3 MINUTESTASTE OF HOME
© 2017 DINE 2017
START WHERE YOU ARE.
1. Once upon a time there was…2. Every day…3. One day…4. Because of that…5. Because of that…6. Until finally…
The Pixar Pitch(taken from ‘To Sell is Human’, Daniel Pink)
© 2017 DINE 2017
START WHERE YOU ARE.
JAMIE OLIVER FOOD REVOLUTION
1. Once upon a time there was… a health crisis haunting our schools and communities.
2. Every day… 41 million children under the age of 5 are overweight or obese.
3. One day… we decided to shout about important food issues and help people understand that access to good, fresh, nutritious food is every child’s human right.
4. Because of that… we have provoked debate and inspired real, meaningful and positive change in the way our children access, consume and understand food.
5. Because of that… people are understanding what they are putting into their bodies and learning to nourish themselves and their families with fresh, nutritious food.
6. Until finally… a growing number of individuals, parents, policymakers, communities and businesses are making responsible, healthy and sustainable food choices for themselves and future generations, for life.
The Pixar Pitch(taken from ‘To Sell is Human’, Daniel Pink)
© 2017 DINE 2017
ALEXIS IS AM. PHOTOG.MJ LOVE TO SNAPCHAT
LINKEDIN BIZ BLOGBEHIND THE SCENES
DO WHAT YOU CAN.
USE WHAT YOU HAVE.
START WHERE YOU ARE.
WEBSITESOCIAL CHANNELS
T-SHIRTSNAPKINS
ORGANIC LOCAL FOODFAIR TRADE
FRESH IN 3 MINUTESTASTE OF HOME
© 2017 DINE 2017© 2017 DINE 2017
4.Use the free tools& online resources.
© 2017 DINE 2017
© 2017 DINE 2017
Top 8 tips…
1. Be yourself & tell your story with the same care you choose your ingredients.
2. Searchers – rational, inform, details.
3. Browsers – emotional, inspire, images.
4. Be where your customers are looking i.e. Deliveroo, Zomato (Beam).
5. Apply menu psychology to your website.
6. Keep your marketing plan short & simple.
7. Ask for help, use the free tools.
8. Be consistent – do a little every day.
© 2017 DINE 2017
[email protected] Brand and Agency Network (BAAN), is a closed network of uncompromising creatives and jargon-free digital/IT stalwarts.
We represent the future of on-demand advertising and digital transformation – a global network of creative and digital nomads, diverse in expertise, gender and international locale, and united by shared values and professional integrity.
At our core is a simple philosophy: #bekind #staycurious #playmore.
Through our social change initiative #istaycurious, we inspire young girls and women to challenge the status quo and celebrate their efforts with each other.
• advertising• digital transformation• leadership coaching• business coaching
[email protected]｜@ilovebaan