Many people are confused about using online marketing tools, especially Facebook and LINE OA, because they think that both platforms have the same usage. Today, MHA will provide more information about Facebook and LINE OA in restaurant marketing and understand the concepts behind making online marketing as effective as possible. We will use Customer journey analysis in online marketing for our restaurants.
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What is Customer journey?
Customer journey is the path of customers' purchasing decisions, from before they become customers, knowing about products, finding information, until deciding to buy products or use services, including returning to buy products or use services again. The word journey does not mean a real journey, but means the process or steps that customers often use in deciding to buy products. If we understand this process, we will be able to market to customers' behavior accurately.
Customer journey consists of 5 steps:
1. Awareness
2. Consideration or Evaluation
3. Purchase decision
4. Product and service usage (Usage)
5. Repeat purchase or repeat service use (Loyalty)
The customer journey is very important for online marketing because if we don’t understand consumer behavior, such as which online platforms they prefer or what kind of content they like, our store promotions may not reach the target group and may not generate sales as well as we intended.
Understand Facebook Page and Line OA again according to the Customer journey approach.
Starting with a Facebook Page, it generally acts like a storefront, allowing both those who are not yet customers or those who are already customers to get to know the store, get to know the products, or even news related to the store. With the unique feature of being able to post photos, videos, and content on the Feed page, and when Facebook users like or share our page, it will allow the users' friends or followers to see the content of our page as well.
And you can also buy ads for our page to appear directly on the feed of the target group. This makes Facebook Page an online marketing tool suitable for sharing, reviewing, and posting store content, which is collectively called Content Marketing.
Customer decision journey, Facebook page and restaurant
Marketers generally use Facebook to create awareness for new target groups through useful and interesting content on the store page and provide information to those who are interested in the store but do not have information yet, which is in the Consideration or Evaluation stage, which will be linked to the consumer journey according to this Infographic.
The target group of the shop will see the post or page of the shop that is shared by people who are friends or people who follow on Facebook or will see the page of the shop directly in the case of Boosting the page or will see the post that the shop wants to appear on the feed of the target group in the case of Boosting Post (in this section, try to study Boosting Pages, Boosting Posts and buying ads on Facebook again)
Whether the target group will read the content posted on their feed or not depends on how interesting the content is, such as whether it has interesting images or if it follows the current trend. Therefore, a good page must produce interesting content, have good reviews from customers or content from professional reviewers, etc.
When customers decide to come to the restaurant, try asking where they heard about the restaurant and keep statistics to use as a channel for future advertising.
Offer promotions for Review-Like-Share-Chack in. Don't forget to inform customers to make it public and don't forget that good reviews come from good service as well.
When customers are satisfied, it will result in good word-of-mouth on Facebook and a high-scoring review of the shop, resulting in visibility and communication to the customer's friends and an opportunity to return to use the service again.
MHA recommends using Content Marketing on Facebook Pages as follows:
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Story Telling Tell stories related to the shop, food in the shop, history or content that is useful to customers, including informing about various services of the shop along with beautiful illustrations.
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Reviews from both customers and reviewers because they will help attract attention and help stimulate the decision to use the service well.
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Video Content because moving images are more interesting than still images.
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Play around with different situations and festivals so that customers feel like the shop is always moving. The shop is always moving.
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Like-Share-Check in is still necessary, like word of mouth.
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There may be games to join from time to time, such as sharing posts to win prizes, etc.
Maintaining your customer base with LINE OA
True, even though customers can add the restaurant's LINE before using the service, only a few will do so, unless it is a restaurant that provides delivery service, in which case customers tend to order via LINE or other applications. Therefore, LINE OA is very effective in cases where customers have used the service at the restaurant before and see promotions that they like in exchange for adding the restaurant's LINE OA. The restaurant can then contact and distribute news and promotions via LINE OA, which will help stimulate repeat purchases or repeat use of the service (Loyalty) very well, as well as maintain good relationships with customers, according to this Infographic.
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When customers come to eat at the restaurant, the restaurant should have promotions that encourage customers to add the restaurant's LINE OA, such as giving away special menus or discounts. In addition, customers should be informed of the benefits that they will receive from adding the restaurant's LINE.
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When customers add LINE, the shop will be able to distribute news or advertise via LINE OA, and all customers who add will receive messages. The content that should be presented to customers includes promotions during various periods, messages with pictures describing the shop's famous special menu items. All content must not be too long, and the delivery times must be set well, not too frequently to the point of being annoying and causing customers to block the shop's LINE.
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Mostly, when customers find a promotion they like from LINE, they will go back to the restaurant for more times. Therefore, there should be promotions or news about the restaurant's activities should be spread all the time.
MHA recommends using Marketing on LINE OA as follows:
- Seasonal or festival-related promotions. You may also add short content explaining the promotion.
- Points collection system and membership system to encourage more frequent repeat purchases.
- Don't forget that LINE is not the only communication channel, but can also be used for conversation. Therefore, the restaurant should also provide seat reservation and inquiries via LINE.
As you can see, online marketing requires a deep understanding of customers. Otherwise, we may market through the wrong channels, causing the store to not sell as targeted. It may sound difficult, but if you learn how and can analyze the Customer Journey, it will be very beneficial to our restaurants. Come back and see more great articles from MHA in the next episode.
Photo credit
LINE Official Account
Facebook for Business
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