It's one thing to tell them about the daily special, but when they become really interested is when you can talk about an event, a staff member, new photos, an award, renovation plans or the latest gossip. Actually, you have something new happening almost every day, but most businesses (even big ones with marketing departments) aren't very good at sharing it.
If you want to cut back on "spend-money marketing", the alternative is to put more TIME into spreading the word - online, or by hitting the streets or the phone.
Here are 6 zero-cost ways to do it online. Yes, you need to spend a few hours, and maybe face your fear of computers. Or do nothing, spend nothing and call the undertakers...
1. Write a news diary about what's happening. Here's a great new online diary from The Local Taphouse - its friendly, informative and not just talking about themselves. They've used Google's free Blogger service (watch the video below) -- link to it from your website or send the link in emails.
2. Take more photos and share them. Customers, staff, food and fun. Again, the Local Taphouse is constantly adding to their online album so customers will come back for more: take a look. Online photo galleries are one of the most popular part of any website - start one for free using Flickr.
3. Use LinkedIn to reach local professional and business customers. LinkedIn is not about 'flogging' your business, but connecting with like-minded professionals - most of whom eat and drink out. If you're in a business location, this can be an excellent way to build contacts and list events. It can even be used for recruitment. See How to Use LinkedIn to Promote a Cafe, Restaurant or Bar.
4. Build a friendly Facebook Group for people to join. With more than 100 million members worldwide, there are thousands of members within your local demographic. First people join Facebook, then link to a Group they like - hopefully yours. You can message them directly and let them share online. Here's how a popular bar is doing it.
5. Talk to your followers with Twitter, the short messaging service. What is it? A very fast way to communicate with people who are following you online. You only have the length of a text message (140 characters) to say it all, so there's no room for fluff. Check how Riley's Cafe use it to promote regular specials (and they don't even have a website).
6. Create a Map of local places of interest. Promoting your local area can be almost as important as promoting your business. Google maps allows you to create a map with your choice of locations, walks and sighseeing - using their MyMaps service. Naturally, your own business will feature prominently in the middle. Here's an example. Link to the map from your website or in emails you send to people.
With the world in trauma, you have 3 choices: #1 spend more money on promotion, #2 spend less and invest more time in contacting people, or #3 shut the door and turn off the lights. Choice #2 seems like a safe bet - create new ways of connecting with fans and customers, then keep feeding them the good stuff. Time to get busy!
Profitable Hospitality offers management and cost-control systems (Manuals & CD-ROMs) for restaurants, cafes, hotels, bars and clubs. The systems are based on the extensive consulting and operating experience of CEO Ken Burgin, and enable busy owners and managers to set up complete operating and cost-control systems in minutes, not months. Profitable Hospitality also runs regular management training workshops in the areas of kitchen profit & efficiency, restaurant marketing and functions management. A free monthly e-newsletter keeps you up to date on the latest industry management issues. www.profitablehospitality.com.
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