digital marketing road map for a local restaurant chain

RDBD, Digital Marketing Road Map.

June 2016 By Jishnu Brahma

It’s RDBD !! Yes, you are doing it right!!

We can talk hours about what to do, how to go with Social media, about online reputation management. But here you are doing it right. You guys are following a Content calendar, You are publishing your posts before lunch, your website is there (under construction though!!) Now you can do only better. All I’m saying you can look beyond zomato, burrp, foodpanda’s review. Yes, those sites give enough trust signals to your customers, BUT IS THIS ENOUGH?? (I have been told that RDBD is on the verge of expanding,here in west bengal/kolkata,so I’m making the road map,keeping kolkata in mind! )

Digital Marketing Road Map

Here opportunities are limitless, You Can go for better SEO(when the website is live obviously), SEM, FACEBOOK adS, ORM, even email marketing.

➔ SEM (Search Engine Marketing)Yes, No. of searches are low for keywords like ‘’best restaurants in kolkata’’late night restaurants in kolkata,’’ There’s a big opportunity to emerge as 1st big player in some important keywords.

➔ ORM (Online Reputation Management)Customers are king, customers are always right. Alright !! And they do give lots of good reviews for RDBD. Obviously for it’s food and service. But there are occasionally bad reviews also. And bad reviews hurts a lot. Not only those looks bad on the web, they also hurt your business. You can’t obviously hide those with magic wand but with proper ORM you can push them down in the SERP.

Keywords Avg Monthly Searchers Competition

Best restaurants in kolkata 160 LOW

restaurants in kolkata 50 LOW

Restaurants in sector5 kolkata 40 LOW

North Indian food in kolkata 10 LOW

Dhabas in kolkata 50 LOW

kabab 4400 LOW

Chicken kabab 4400 LOW

Paneer tikka 40500 LOW

Paneer Butter masala 49500 LOW

Places to eta in kolkata 210 LOW

Order food online kolkata 170 MEDIUM

In case of food name like’’kabab’’, ‘’paneer tikka’’ people are generally looking for recipie. But there are a precentage who are looking to have it today or may be now. With goodgle adwods we can target via locality.excatly where we can serve them. Precise targeting!!



➔ SMM (Social Media Marketing)· Posting on facebook,twitter fine. Here I’m talking about custom targeting. Target your customer database and target their friends. It wouldn’t cost much but it SHALL give you great business.

Exmp : One of the RDBD’s outlets are in sector five. So the target group is mostly engineering firms, BPOs, KPOs. So you may talk to them once in a while in their own language.

Here i’m guessing the brand persona is young and trendy!!



➔ Email MarketingEmail marketing is the cheapest and widest way to connect to your target group. ‘Email marketing’ sounds very easy(is ti? ) if it’s done correctly and in regular frequency it can bring the brand a greater business.

With a greater open rate and engagement email marketing is the magic tool. Everybody’s looking for.Industry standard : 21 % open rate and 3% click rate .

-something is found in the food at RDBD !! -10% off. ;)

In digital marketing it’s actually hard to keep track. To get the exact figure you should try something out of the box to measure the effort.

Customer Care.Always answer the reviews,never let the customer to wait more than 2 hours.Doesn’t matter if it’s bad review or a good one.These really can harm your business.

Setting up multiple Blogs will help the business a lot. Foodies will be attracted! You might consider to invite food bloggers at your restaurant and get reviews.

1 effective marketing technique

start visiting colleges and business schools to conduct competitions and ask students to come up with marketing strategies. This would help in two ways:

➔ Makes the students (also the TG) aware about the brand.

➔ Gives you a few good strategies

Listen to Social Media: -Hootsuite-Socialmention-Google Alerts

Data MarkupEverybody is doing SEO,keyword research. But most of them are missing a simple thing data markup. Following schema.org and having a proper data mark up would help a lot in this competitive market.

1.Show off your staffs2. Strong presence in pinterest and instagram .3.Let them see the Ingredients4.User generated content

Not only location targeting, in case of PPC we have to be device specific also.

Discover The True Power of SEOIf basic Onpage SEO is done properly, (eg : Title tags,meta description tags,image alt tags,url structure,H1 tags,keyword density,robot txt file,image,html,xml site map) then most of the work is done here,because the website will generate backlinks automatically. And little bit of internal effort regularly for backlinks, sky is the limit.

Thank You!!There’s lot more to discuss :)

Jishnu BrahmaDigital Marketing

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