how to grow your database and reach more local customers with
TRANSCRIPT
ConstantContact.com/facebook-advertising | (855) 816-6502 | [email protected]
CONSTANT CONTACT’S FACE BOOK ADVE RTISING TOOL
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How to Grow Your Database and Reach More Local Customers with Facebook AdsAfter selling their restaurant in 2008, John Jeserski was looking for a way to use his experience to help other local restaurant owners succeed.
As John explains, the restaurant business didn’t just teach him about running a business; it also taught him how to be a marketer.
“As a managing partner in the restaurant business, I learned firsthand about the challenges independently-owned restaurants can face when it comes to marketing their business,” John explains. “I knew this was an area where I would make a difference, hence DineBestforLess.com was launched.”
With DineBestforLess.com, local restaurants have the opportunity to reach local consumers throughout Connecticut, Massachusetts, and Eastern New York by sharing weekly specials and information about upcoming events. Local consumers who visit the site can sign up to receive weekly email updates with information about the best deals in their area.
Since 2014, John has used Constant Contact to send these weekly emails and manage his growing database. “Our goal is to help fill a void that a lot of restaurants face Sunday through Thursday when business is slower,” John explains. “Our email database is really the best tool we’ve found to reach our audience and help connect restaurants with local consumers.”
In addition to the DineBestforLess.com email database, the company has expanded its presence across a variety of social media channels — including Facebook, Twitter, Instagram, YouTube, and Pinterest.
“We know that a lot of our clients have trouble finding the time to make social media work for their business,” John explains. “We encourage restaurants to get involved in social media because that’s where their customers are, and use our social channels to promote on their behalf.”
Customer Since:
2014
Website:
www.dinebestforless.com
Located in:
Feeding Hills, MA
Interviewee’s name / title:
John Jeserski , Founder
Product:
Facebook Advertising
“Our email database is really the best tool we’ve found to reach our audience and help connect restaurants with local consumers.”
SP Case Studypage 1
© 2015 Copyright Constant Contact, Inc.
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In July 2015, DineBestforLess.com was introduced to a new advertising tool from Constant Contact that would allow them to leverage both its email marketing database and social presence to reach new customers.With Constant Contact’s Facebook Advertising tool, DineBestforLess.com would be able to promote his emails on Facebook right from its Constant Contact account.
The tool allows DineBestforLess.com to build its Facebook Ad within Constant Contact and select an advertising budget, based on the number of people to reach.
DineBestforLess.com can also choose from different location-based targeting options to ensure that the people who see the ad on Facebook are located in areas where his restaurant clients are located.
John decided to run DineBestforLess.com first ad with the Facebook Advertising tool at the start of July. That week’s email featured an inn located in Western Massachusetts, so they decided to target the ad statewide, to Facebook users that live in Mass.
The ad was projected to reach 5,000 Facebook users and generate 50 clicks from Facebook to the DineBestforLess.com weekly newsletter. In the fourteen days the ad ran it reached more than 6,400 people and received 163 clicks.
“Constant Contact was really helpful in getting our first ad set up. And we found the tool easy to use,” John explains. “We had done advertising through Facebook in the past, but we really liked the functionality of being able to promote our newsletters right through Constant Contact.”
In the weeks that followed, they decided to use Constant Contact’s Facebook Advertising tool to promote more of the DineBestforLess.com weekly emails.
For each ad, they altered the targeting of the promotions to ensure they were reaching customers that would be interested in the restaurants being featured in each email.
“The targeting has absolutely been the best feature,” John explains. “The biggest goal for us is to get that local exposure, and being able to target people on Facebook that live within a 25-mile radius is key. There’s no doubt about it — it works.”
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ConstantContact.com/facebook-advertising | (855) 816-6502 | [email protected]
“The biggest goal for us is to get that local exposure, and being able to target people on Facebook that live within a 25-mile radius is key. There’s no doubt about it — it works.”
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Since getting started with Constant Contact’s Facebook Advertising tool, DineBestforLess.com has promoted a total of seven emails.
On average, these ads reach more than 6,000 local Facebook users and result in an average of 120 people clicking through to read more.
According to John, the increased exposure for the DineBestforLess.com emails and the restaurants featured in them is a huge benefit for their business.
Beyond greater exposure, they are able to collect contact information and reach out to a new audience on an ongoing basis.
“We’ve been excited to see that we’re not just getting more exposure, but we’re also getting people to sign up,” John explains. “We’re growing our audience on Facebook and we’re adding new email addresses to our database.”
Since running the first ad in July, the DineBestforLess.com Facebook Page has added more than 1,000 new fans, and several hundred people have signed up to receive their weekly email updates.
Increase your local reach
For DineBestforLess, promoting their weekly emails on Facebook has helped them increase their local reach and gain more exposure for the restaurant clients they do business with.
They have also been able to grow their online audience, which will allow them to deliver even more success for their clients in the future.
If you’ve been looking for a better way to extend the reach of your emails and reach people who live and work in your community, Constant Contact’s Facebook Advertising tool can help.
Visit ConstantContact.com/facebook-advertising or call (855) 816-6502 to learn more.
SP Case Studypage 2
ConstantContact.com/facebook-advertising | (855) 816-6502 | [email protected]
“We’ve been excited to see that we’re not just getting more exposure, but we’re also getting people to sign up.”