how hospitality proprietors can use digital marketing to engage customers & grow the top line
TRANSCRIPT
How Hospitality businesses
can engage with customers
to grow the top line
www.wellersaccountants.co.uk
Hi I’m @MatthewPWyatt
A partner at Wellers
There is an area Wellers has plenty of
experience in…
Professionally advising
hospitality businesses
As part of this
we hold
Roundtables
to…
Bring together
owners &
managers of
restaurants, pubs,
hotels & caterers
So they can,
discuss, learn
and share
opinions on
topical
industry
matters over
lunch
The latest one
was on digital
marketing &
social media
Here’s a summary of some of what was covered
Lets start with
your
customers
How & when do they
go about buying
things?
Who are they & how
well do you know
them?
65% of Europeans will go to google or another
search engine when they have a need to purchase
something
Source: Hubspot
People
educate
themselves
They research
online before
making a
purchasing
decision
They use:
Social media
Online review
sites
Booking sites
Means most of
the purchasing
decision is
made before a
customer calls
you
The customer
is in control!
What
experience
is your
customer
looking for?
Build up a
picture of
your typical
customer
Find your
customers
online…
Through
social
media
& build
communities of
followers
But how & why?
How?
Promote your
social media
on premises
Get customers to connect with you
check in
Tip:
Use WiFi offer
to collect
customer data
Create a blog as part of your website
Blog regularly
Promote blog posts on social media & link back
to your website
After all it’s on your website where customers
should book
If they reserve a table through booking sites then
that can hurt your margins
So best get
them to
book
through
your
website
where
possible
Make your
content:
• Useful
• Informative
• Humorous
Get
customers
to
subscribe
to your
website
through:
Then email them your
latest blog posts to
engage your audience
&…
Create loyalty & repeat custom!
After all according to
QSR Magazine, loyal customers
spend 67% more than new ones
Some ideas
for blogging
& social
media
10 ways
restaurants are
communicating
online
Source: Digital Dining
Promote content to online communities
Why use visuals?
90% of information
transmitted to the brain
is visual, and visuals are
processed 60,000X
faster in the brain than
text.
Sources:
3M Corporation and Zabisco
Viewers are 85% more likely
to purchase after watching a
product video.
Source: Internet Retailer
Leveraging visuals
Source:
Socially Sorted
Demonstrate
the authenticity
of your latest
dish with a
video of it being
prepared
2 examples from Raddison Blu Edwardian Hotels
Why?
Source: statista
Source: Coupon Cabin
Source: Get Satisfaction
The influence of brands on social media
The influence of brands on social media
How consumers are
purchasing today
Source: Hubspot
To recap…
Your website & blog represent your content hub
Social media & your newsletter/email are the
channels to promote your content
This attracts people to your
brand…
They then:
Follow (on social media)
Subscribe (To your website & email)
Book/purchase (Through your website)
Eventually becoming loyal (repeat) customers
Join the conversation at
our next Roundtable lunch
Better understand current trends in
the hospitality sector, share ideas on
best practice and network with fellow
proprietors and industry specialists.
I would like to attend Wellers next Hospitality Roundtable discussion
Follow me
@MatthewPWyatt
Join
Wellers Hospitality
LinkedIn group
www.wellersaccountants.co.uk