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  Social Marketing -- Twitter Tactics for Restaurants

Article by Austin Social Marketing services company Semantic Advantage, Inc. -- Copyright (c) 2011

SocialMarketing-TwitterRestaurant Social Marketing with Twitter

Twitter enables a broad array of social marketing opportunities for restaurants, but it’s important to make this part of an integrated online marketing strategy and engage your audience effectively. Well-designed Twitter programs can stimulate sales – especially from mobile consumers and loyal customers. The exploding use of smartphones and tablets by mobile consumers makes it imperative that restaurants have active Twitter and Facebook social marketing campaigns.

There are four key aspects to an effective Twitter restaurant marketing campaign: Content, Timing, Engagement and Integration. Here are some Twitter marketing tactics that can enhance your restaurant’s social marketing program and bring in more followers and customers.

Content: Make the most of your 140 characters

  • Start your tweet with a provocative hook. Most tweets are ignored – you want your followers to read the whole tweet and act!
  • Include specific menu items and combinations, particularly specials. You want followers to imagine their next meal at your restaurant.
  • Use flavor and aroma words to heighten this effect.
  • Target customer groups with theme-oriented events. In addition to the usual Ladies Night or Seniors Lunch, promote holiday-oriented events, Red Shirt Day, Indie Movie Happy Hour, Toyota Owners Breakfast, etc.
  • Shorten links with bit.ly, TinyURL or goo.gl

Timing: Synch tweets with follower situations and expectations

Twitter followers generally expect immediate opportunities and interaction; otherwise they’d be using email, Facebook or snail mail!
There are five key Twitter lead times for restaurants:
  • Right Now: The concert just ended; “Frozen margaritas at . . . “
  • Hour Before Mealtime: “Spaghetti Bolognese, salad and drink $9.95 at . . . “
  • Morning Of: “Kansas style barbecue and live music tonight at . . .”
  • Day Before: “Lawyers Night seafood specials tomorrow at . . . “
  • Few days before Holiday or other event: "Romantic chocolate-covered strawberries with Valentine’s Day dinner at . . . “
Most importantly, tweet ‘em beforethey’re hungry!

Social Marketing Engagement: Listen and respond

  • Monitor and promptly respond to follower feedback. TweetDeck is a good tool for managing this process.
  • Re-tweet favorable and informative customer tweets.
  • Offer innovative or quirky specials: blue shirt, red hair, out-of-state drivers license.
  • Create contests to stimulate participation and increase social media interaction among followers.
  • Measure your Twitter program performance and adjust to increase your impact and ROI.
  • Monitor your Klout score

Integration: Combine with online, offline and in-store marketing

  • Link to your website menu page or dedicated Twitter landing page
  • Use SEO/SEM keywords to drive website traffic and conversions.
  • Post tweets to FB Wall, company blog, and/or restaurant review sites.
  • Establish in-store and multi-media promotion of your website, Twitter, Facebook, LinkedIn and email communications.
  • Put Facebook, Twitter, LinkedIn icons/links on your website.

Twitter offers tremendous potential for engaging loyal customers and recruiting new customers. Integrating your Twitter program with your overall online marketing program will maximize your ROI, and tailoring your tweets to the requirements and expectations of your followers will bring you more followers and happy customers. For more ideas about Twitter Tactics for Restaurants, contact Semantic Advantage or visit the main Social Marketing page of our website.

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