By Myrah Abrar, Contributor
Relocation is a stressful process. Businesses like food chains and restaurants need to be extra careful when relocating to a new place. Apart from transferring commercial food machinery, there are various things for consideration such as marketing and potential change in guest demographics.
Fortunately, foodies love to stay connected digitally. Pictures, videos, and information about the latest happenings and specials entice their taste buds. Unfortunately, some restaurants find it harder to stay connected during relocation. It is where they compromise their digital identity to focus on the monumental task of moving their business.
However, keeping your guests (both regular and new) informed should be our highest priority. So, if you are planning to relocate your restaurant, make sure to follow the below tips for digital marketing:
1. Inform Your Restaurant’s Guests & Followers
Whether you are moving within a country or planning international relocation, informing your restaurant’s guests and social media followers is mandatory. Otherwise, you run the risk of them thinking you’ve shutdown for good (especially during these COVID times) and will switch to competitors in no time. Here are some useful ways for keeping your guests informed:
Put a Relocation Banner on Your Site. Besides putting a relocation banner on your physical restaurant, put it on your website too. Make sure it’s well designed, easy to read, and “above the fold.” You can even include a map showing directions to your new place.
Send Emails. Use your restaurant’s CRM to get a list of your loyal clientele. Design a compelling email message and inform customers about your new location. Also, try to make it personal by mentioning the consumer name, last deal purchased, or the last date of dine-in.
Announce on Social Channels. Make sure to announce it on all social media channels beforehand. You can also share clips of the new place and tell clients about how amazing this move will mean for everyone.
2. Stay on Top of Your Restaurant’s Content Marketing
Putting a pause on content marketing is a huge mistake. It can result in losing visitors and followers. So, keep posting blogs, videos, and informational content related to food and/or provide visual updates on how the move is progressing. Folks love getting a behind-the-scenes view of things.
The time between closing one set of doors and opening the new set is scary. Your guests aren’t able to order from you and can’t easily poke you for updated info. Your content marketing – both via social media, your site, and email marketing -- is the sole source of communication with your guests during this time. So keep talking to them.
Furthermore, some restaurants offer new deals, discounts, and gift cards, as promotional offers after relocation. If you are planning for anything related to it, include it in your posts.
Bonus Tip: Do not forget to update your marketing strategy, especially if you are going for an international relocation. It will bring changes in vocabulary and style for targeting the new readers. For instance, if you have been using British English for a long, see if it will still work. Some audiences prefer American English.
Also, check out this blog post that provides tips related to restaurant SEO writing.
3. Update Your Restaurant’s Information Online
Make sure to claim your business on all platforms like Better Business Bureau, Google, Facebook, Yelp, etc. Also, sign in to the Google My Business dashboard and update complete information. Google is smart, and it sometimes sends a postcard to re-verify your new location.
4. Don’t Forget About Your Restaurant’s SEO Efforts
Just like content marketing, do not pause your SEO efforts. SEO results take time, and by the time you set up the new restaurant, you will start getting the outcome. You can further take the following steps for safeguarding your ranking:
Update Your Website. Thoroughly check the areas where the address is present on your site. Make sure to update your new address everywhere. Also, include images of your new setup and outside façade. These images are likely to drive more conversions.
Include a Map on your Location Page. After updating the My Business Page, make sure to add a map on the location page. This will help people in checking out the reviews too.
5. Seek a Digital Marketing Agency
Compromising the digital identity can affect your business growth. If continuing your digital marketing efforts look difficult during a move (and that’s understandably so), hire professionals. Yes, many digital marketing agencies help brands achieve their online targets. However, make sure to follow the below steps:
Search for the best digital agencies.
Check online reviews and social media platforms.
Communicate your goals and take a price quote.
Compare prices of the three best agencies.
Hire the one that looks best to you.
Even if you are taking services from digital experts, make sure to have some basic knowledge. It will help you in tracking their work and looking at your company’s ranking.
Final Thoughts
Although relocation involves a lot of time, stress, and hassle, if there are enough business opportunities, do not hesitate to take this risk. Like every other business, digital marketing is imperative for restaurants, bars, and cafes. Never put a pause to your digital efforts.
About the Author:
Myrah Abrar is a computer science graduate with a passion for web development and digital marketing. She writes blog articles for Asia Relocation, international relocation.
