We’re well and truly in the middle of the summer now – with longer evenings and (sometimes) nicer weather!

 

If you’re a restaurant or similar business owner, you may find that business has slowed and bookings significantly reduced.

With people jetting off abroad or hitting up festivals, eating out can be one of the first luxuries to take a hit. Many restaurants find that bookings are few and far between as the height of summer arrives.

So what can you do to counter this and make the most of your quieter periods?

 

Social Media Offers & Competitions Drum Up Excitement

There’s nothing like a social media competition or exclusive offer to get people clicking. Now that bookings are drying up, you can put some energy into engaging with loyal and potential new customers with a nice payoff for your business.

Giving away a simple dinner for two, or a free starter mid-week, may not mean a lot for your overhead but it will resonate with your customers. Who doesn’t love a bargain or freebie?

Depending on what you want – new Facebook Page likes, email opt-ins, or bookings, you can tailor your competition mechanic accordingly. The power is in your hands so make sure you choose the rules to suit your needs.

Grow Your Email Marketing Database

Social media can be a great way to build up a healthy email list. Using a lead generation campaign means you get access to your customer’s inbox – a direct communication between you!

You can use those social media competitions and exclusive deals as a reason to ask for emails – just make sure you give them an opt-in box!

Having a strong email list is a great asset for any business, but with great power comes (you guessed it) great responsibility. Don’t overdo it with daily emails that will irritate; after all the recipient has the power to mark your emails as spam!

One or two EDMs per month is a sweet spot for most businesses, once you have something to actually shout about. This could be a new deal, delicious new dish or event happening in the restaurant.

Just make sure your EDMs are professional looking, easy to read and captivating in its content. If this is something you’ll struggle with it, you may need outside help.

 

Stay Top Of Mind With Timely, Relevant Social Media Posts

Running offers and competitions is all well and good, but social media isn’t just a shouting match. If you’ve been slack during the busier times, now is ideal to get on top of your regular posts.

Timely, engaging posts that make your audience laugh, cry or rumble with hunger are what you’re aiming for here. It doesn’t have to be always about your business, think of it as a conversation.

You can also keep them up to date with current specials, changes to opening times, and other day-to-day information. Just don’t always talk about yourself!

Host Events in the Business

Feeling the tumbleweed on a Tuesday night during your restaurant’s off-peak season? This could be the perfect time to host an event or two!

Using social media as your open invite, create a once-off or series of unique events that bring people into your space with tasty food and entertainment. This can work especially well if your restaurant is international cuisine, allowing you to educate customers about the background and relevance of popular dishes.

Know some up and coming local musicians? Hosting a weekly session gives both them and your business exposure – with some guaranteed Snapchats from friends and family attending at least!

Always encourage guests to tag the restaurant and event hashtag in posts, and don’t forget to share a few snaps yourself!

 

Do A Social Media Audit

Sometimes having a little extra time is a good thing – especially if your social media marketing efforts have fallen by the wayside.

When you’re run off your feet it can be easy to keep on top of posting regularly with high-quality images and engaging content. But when things slow down it can be the best time to honestly evaluate how things are going.

You may find that doing it well in-house isn’t achievable, or you may need to change tactics before things get busy again. It can also be time to ask yourself a few questions:

• Have you filled out all your social media profiles?
• Are your images high quality and reflective of your dishes?
• Do you push bookings during bank holidays and other big dates?
• Are you monitoring your inbox and comments to avoid seeming rude to your customer’s questions?

Depending on your answers, it may be time to speak to an expert.

Foster Social Reviews/Feedback

Similar to social media, online reviews are an easy way to communicate with your customers and get honest feedback. Sites like TripAdvisor, Yelp and Google are all places potential customers will go to suss out where to eat.

Managing reviews are not only helpful for improving your business but boosting people’s perceptions too. Replying to every review, good and bad, shows that you care as a business and shows a human behind the screen.

Even if a negative review has you seeing red, taking care to be polite and apologetic will go a long way. You might not win back the bad reviewer’s business, but it means anyone reading is less likely to look down on your business.

 

Social media can be a powerful way to drive bookings during off-peak seasons, as long as it is done in the right way.

Get a FREE social media evaluation for your business by speaking to one of our experts – make sure you’re ahead of the game!