Recommended Budget Allocation: 3%-6% of total revenue towards marketing.
Of the marketing budget: 60% traditional methods 40% digital methods
Of the digital budget (1.2%-2.4% of total income): SEO (37%) (0.4% - 0.8% of total revenue) Search engine optimization (SEO) isn’t where most restaurants might think of spending their marketing budget, but this is among the most long-lasting and cost effective ways to promote your restaurant online. SEO for restaurants will almost always focus on local optimization, but also offers a host of other opportunities as a cornerstone of Google’s UX.
PPC (25%) (0.3% - 0.6% of total revenue) Pay-Per-Click is another way to get incredible visibility, display user sentiment with reviews and rich snippets, and also command top positions for new customers. However, while PPC may be pigeon-holed as just SEM or AdWords, think outside the box to get maximum visibility with paid advertising.
SOCIAL MEDIA (25%) (0.3% - 0.6% of total revenue) In addition to other display options, leveraging social media is an ideal way to market your restaurant on a competitive budget. Social can work for you in a number of ways–from building relationships with loyal customers, to nurturing a growing audience through curated content, or even reaching interested eaters using ads, social media should now be a cornerstone of every restaurant’s marketing budget.
CONTENT MARKETING & BLOGGING (13%) (0.16% - 0.32% of total revenue) Content marketing and blogging is a great way to supplement the efforts above. While blogs may not always be the driver that helps put new customers at your table, this is a great way to build brand awareness, build shareable content, and earn mentions and citations for your site.
I made the video below in 2012 to show some information about digital marketing. Since then, I have been studying the evolution of consumer behavior in a tele-social marketplace and executing successful digital marketing campaigns.
ACORN CLUB / FRIENDS OF OSP In addition to digital marketing services, we are beginning an in-store marketing platform for local businesses. This will consist of signage, an ad on our website, and also personal recommendations from our staff.
With many visitors to Boothbay Harbor being unfamiliar with the area, they look to the local staff for guidance on events and businesses to support. Within our Acorn Club, we offer people and businesses the ability to not only track their spending at our store but also their referrals.
Example interactions: Employee at Oak Street to customer interested in wine: "If you are looking for a real Boothbay Harbor experience, you should get a table at The Ports of Italy. It has a top quality selection of wines and they hand make their pasta. When you call and make your reservation, mention O.S.P. and they will make sure you are well taken care of."
Employee at Ports of Italy: "If you are looking to have a nice relaxing "night in" while you are here, Oak Street Provisions has a wide selection of quality wines and prepared foods available until 1am. If you bring in your receipt, you save 5%."
These interactions are tracked and rewarded based on the agreement created between our two companies.
Although a large portion of the digital marketing budget is paid directly to ad engines (Facebook, Google, Yelp), some is paid to the consultant for creating content, executing the advertisements, and organizing the data. As the consultant who will be in charge of executing the marketing platform, I am willing to accept partial payment with credit to Ports of Italy to use freely. This credit will be valued at 80% of cash value. For example, if your marketing budget was $1,800 per month, You could pay $1,000 in cash, credit, check and $960 in credit to Ports of Italy.
Thank you for meeting with me last week, and I look forward to speaking again soon. For more information about my general marketing strategy, see my digital marketing website at www.Fusioniche.com