Article contributed by Brett Linkletter, Misfit Media
Do you ever feel like you are being followed around online by items that you want to buy? Or even just thinking of buying? Have you ever looked up a product, be it a sweater, dog bed, or barbecue, only to then see it everywhere in your digital life–in your Instagram feed, on Facebook, somehow in your email inbox, along with every banner and sidebar ad on your desktop?
Here’s the good news: Although it may seem like it, these companies are not stalking you, nor are they reading your mind. What they are doing is approaching their marketing with a omnipresence strategy.
If you’ve heard this word before, it may have been in a religious context in reference to a god or creator always being everywhere at once (omni- meaning “all”). An omnipresent marketing strategy follows the same principle.
If you’ve noticed that a product or company seemingly follows you around the internet, it means you’ve interacted with their brand in such a way that the company now recognizes you as a valuable prospect and a potential customer. Now, wherever you go (online, of course) that brand is going to market to you until you either A) buy into whatever they are selling or B) respond directly to an ad saying that you are not interested i.e.: blocking it or marking it as “irrelevant.”
This style of marketing is extremely effective, and its success is not limited to e-commerce.
As a restaurant owner, you want to be in front of your customers any time they are available and willing to absorb information. The easiest time to pinpoint when your customers are in this mode is to target them when they are online. This is also the only way you can subtly (and legally) follow them around reminding them about how awesome your restaurant is.
Think about this concept on its own: When you go online, you are probably either looking for information or entertainment. You are actively searching for something to occupy your thoughts and are thus more receptive to advertisements.
Americans spend around 24 hours each week online. On average, they check their phones every 12 minutes–that’s about 80 times every day! That’s some significant screen time and a marketing opportunity that you shouldn’t ignore. A willing audience shall be served.
Here’s the thing. You cannot simply just churn out all kinds of content and a bunch of different messages and hope that something turns your viewers into paying customers. Everything must be done with purpose and intent. Ideally, you want a way to track when these audience members convert into loyal patrons of your restaurant.
Omnipresence is a two-part strategy. You need to be: 1. Everywhere at once and 2. Sending out the same, cohesive message across all of your channels. Simply put, you want all of your customers to have the same feel and experience whenever they interact with your brand whether that be in-store, online, or through a third-party delivery service.
The branding of your website should match that of your physical store. The same goes for your social media, emails, SMS messages, etc.
This might be a pretty big concept that I’ve introduced to you and you might be wondering how you can actually connect these mildly abstract concepts to your current marketing plan. Here are a couple things that you can implement immediately to start making your way towards omnipresence.
The first step is taking advantage of the various entry points to the digital world. Consider all of the ways you can get your brand in front of potential customers online. There is Facebook, Instagram, Twitter, YouTube, Email, SMS messaging–the list goes on. Some of these may not be ideal for your brand’s current state, but Facebook and Instagram are always great platforms to start out on.
The biggest benefit of your restaurant having a presence on each of these channels is your ability to remarket to online users who have already shown interest in your brand. Once you build up a decent sample size of interested potential customers, you can market directly to them and to others who behave just like them online. This means that you will be spending fewer ad dollars on people who have the lowest chance of turning into customers. Simply put, remarketing is cheaper! You are only contacting people who have already shown interest in your restaurant and are most likely to convert into a paying customer!
A common misconception is that you need a HUGE marketing budget to accomplish omnipresence. This is completely FALSE. The thing about omnipresence is that you don’t actually need to be everywhere. You only have to appear to be everywhere for the people who actually want to see you. And guess what, because you are only remarketing to people who are already engaging with you, your advertising costs will be much cheaper to reach them again, therefore driving down your cost of new customer acquisition as well.
Now you know which channels to advertise on and you know that you can afford becoming omnipresent, so what do you actually do? Here are a couple targeting and offer ideas to get you started:
Target people in your immediate area through social media.
If your restaurant has a positive reputation, chances are there are plenty of local people who have heard of your restaurant but are yet to try it. Serving them a tasty picture on Facebook or Instagram–especially when paired with a discount–is a great motivator to get new customers who engage with you on social platforms to walk in your door.
Look out for special occasions that people enjoy going out for.
Notify customers around their birthday to come in for a special offer. Facebook has a tool that allows you to target people with upcoming birthdays–it’s awesome! We love birthday campaigns because no one likes to celebrate their birthday on their own, so this is an opportunity to get your customers to bring the party to you instead of your competitors.
Consumers are always looking for experiences. Millennials and Gen Z spend more on experiences than any previous generation. More specifically, Millennials eat out 3x more than the Baby Boomer generation. They want to eat good food in an enjoyable environment. Reaching these generations online is the most direct way to make them aware of your business. By taking advantage of social media, and making your restaurant’s marketing omnipresent, you open up to a whole new world, to a whole new generation of customer opportunities.
Brett Linkletter is the CEO & CoFounder of Misfit Media. He has an aggressive willingness to take on new challenges and a strong understanding of scaling a business from scratch. His vision is to disrupt the restaurant marketing space by empowering business owners with predictable, scalable marketing strategies so they can grow their business based on insights and data, versus guesswork and course correction. Brett’s specialty lies in creative content creation, brand messaging, social media growth hacking, omnipresence strategy and business development. His biggest role model and lifetime hero is his great grandfather, Art Linkletter, who was a famous TV personality and businessman. Contact him at firstname.lastname@example.org or 424-289-8648