How to Use Facebook Ads to Fill Your Restaurant With Customers
If you’re ready to move with the times and draw customers to your restaurant in the social, mobile, brave new world, then you need to be using Facebook ads for restaurant leads. The time of print media being king has passed, and now social media, particularly Facebook, has become the best place to put your ads.
We’ve put together a four-stage leads funnel for restaurants employing Facebook ads. It’s simple enough to follow, and goes like this;
1. A targeted Facebook ad
2. A landing/opt-in page
3. A thank you page
4. A follow-up message
Think of it like a 4-course meal; everything is great by itself, but together it creates something amazing.
1.The Targeted Facebook Ad
Your Facebook ad doesn’t need to be something perfect. It just has to get people clicking and convert people to leads. Consideration and traffic are the most effective ways to achieve that goal. You want to focus on sending users to a destination to generate leads. It’s more straightforward than you might think. All you need is good targeting.
Targeting is when you choose a specific demographic for the ad to be put in front of. Are you hoping to attract married people in their thirties with kids? Tell Facebook that’s what you want, and they’ll only place your ad in front of those people. Targeting a Facebook ad makes it much more effective, which makes it a much better investment on your part. When someone clicks on your ad, they are sent to stage 2; the landing/opt-in page. This is where you get some basic information about them, such as their name and email, in exchange for a special offer.
2. The Landing/Opt-In Page
It’s not enough to have a generic standard landing page. You want to create a page just for the exclusive deal you included with the Facebook ad to engage customers. There are three things that every good landing/opt-in page needs;
⦁ The background image and the text on the page must be consistent with the original ad.
⦁ Targets should be asked to provide only a minimal amount of information like their name and email address. Asking for too much overwhelms users and can make them leave your page without even claiming the offer
⦁ Finally, they need scarcity. Keep things as simple as possible so they can fill out the form and take advantage of the offer as soon as they can.
3. The Thank You Page
A thank you page is similar to an opt-in page, but there are some minor differences;
⦁ The page features a confirmation text that lets the user know they will receive their offer (and how/when they will get it) and an explanation on how to redeem it.
⦁ Consider adding a bonus stack right at the end with some extra scarcity. Add an extra freebie or special offer on top of the original offer, but make it something they have to redeem soon – say within 72 hours. Throw a free dessert on top of a “buy one get one free offer” or something similar.
Now that we’ve covered the first three steps, it’s time to look at the cherry on top with the follow-up.
4. The Follow-Up
There’s no overstating how going the extra mile to follow-up with someone who accepts your offer is great for your restaurant. Following up eliminates the barriers between you and the prospective patron visiting your restaurant. It also makes them feel like a VIP and makes them feel like you really care.
The follow up process involves sending out two emails. The first is sent immediately after they claim the offer. It should restate the information from the Thank You page and detail the offer they just claimed and how to use it. The second is sent a few days after telling them what they can get from the offer and reminding them that they have to redeem it soon, further reinforcing the scarcity of the offer.
Now you know the four steps of how to use Facebook Ads to fill your restaurant with customers, it’s time to put it into practice! Make this a part of your marketing strategy and see what it can do for you, and your restaurant.