Restaurant Marketing Case Study: Building a Strong Local Presence
May 9, 2023
The restaurant industry is a crowded space, where carving out a distinctive niche often determines survival and success. Amidst the plethora of dining options, a restaurant’s local presence becomes the linchpin of its visibility and brand recognition.
In an era where the majority of customers search for dining options online, visibility on search engines and a recognizable brand identity are crucial aspects of a restaurant’s marketing strategy.
Increased visibility on search engines, achieved through local SEO and targeted search ads, is fundamental to attracting potential customers.
When a restaurant tops the local search results, it’s the first option customers see — and often the one they choose. In an industry where decisions are often made quickly and based on convenience, this visibility can be the difference between thriving and merely surviving.
Brand recognition, on the other hand, is about creating a distinctive and memorable identity that resonates with the local community. This can be achieved through consistent messaging, a strong online presence and engaging with customers through social media channels.
When a restaurant becomes a familiar name, it earns a place in customers’ minds as a reliable and preferable choice.
The pressing need for a strong local presence isn’t just theoretical — it’s a reality that restaurants face every day. Keep reading to learn how one restaurant got it right with the help of the dedicated marketing team at Marketing 360®.
Local restaurant drives brand recognition and visibility with local marketing
One local seafood restaurant learned just how powerful a strong local presence can be for their overall marketing performance.
Over the past 60 days, they’ve seen tens of thousands of impressions, thousands of clicks and dozens of conversions.
Compared to the previous 60-day period, they saw a 57% increase in impressions, an 18% increase in clicks and a 185% increase in conversions, as well as a 200% increase in website visits.
How did they do it?
Their journey toward a strong local presence started on their website, where they optimized their content for relevant keywords and included easy-to-find contact information, helping them rank higher in organic searches.
They complemented their SEO strategy with search advertising on Google, helping to ensure top-of-the-page visibility in relevant search results.
They also built a strong local presence by actively managing and optimizing their Google Business Profile and other local listings.
Furthermore, they got lots of five-star reviews and built a strong reputation, helping them increase their visibility in local searches and build trust with potential customers.
Finally, they increased brand awareness in their community with social media management. To maximize their efforts, they made it a point to choose the most popular platforms with their customer base — TikTok, Facebook and Instagram.
By posting on a regular basis and using the right hashtags, they were able to get in front of a wider audience, build a recognizable brand and grow their local presence.
Conclusion
A strong local presence, underpinned by heightened search visibility and brand recognition, is paramount for restaurants striving to stand out in a saturated market. The strategic implementation of local SEO, targeted search ads and effective social media management can create a powerful local footprint. These efforts not only increase a restaurant’s visibility but also foster a memorable brand, helping it become a top-of-mind choice for potential customers.
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