How To Fill Your Restaurant With New Customers Using Facebook Adverts
Are you ready to get the attention of new customers who live in a world obsessed with mobile phones and social media? Then, you probably know what we’re going to say next. Yep, you guessed it. Facebook advertising for restaurant leads.
Facebook ads are the go-to marketing channel for leading restaurant marketers, helping pack restaurants with new patrons on demand.
Print advertising was once the popular choice for marketing. But, Facebook ads have proven to be the best media channel for reaching and tracking and customer conversion.
Many restaurant owners, however, are unsure of how to start using the popular social media platform’s ad tools. And, if that’s the case for you, your most savvy competitors are stealing the show.
Those competitors are reaching all the foodies while showing off their menu, driving in-restaurant visits, and enhancing loyalty. Does that sound like something you or your client would be interested in?
Fortunately, we’ve got just the thing to make that a reality for them. That’s because we’ve got the recipe for a ready-made Facebook ads for restaurant leads funnel that’ll help you cook up your own new leads. All by using Facebook ads to increase restaurant leads quickly and effectively.
Are you ready to spice things up a notch (or two)?
Thought so, let’s get started…
Here is Your Irristible Offer to Drive Restaurant Lead Generation & New Sales
This Facebook ad recipe will take your restaurant business to a whole new level.
To get started, let’s dive into the first component: the jaw-dropping offer (or JDO). Your JDO is the thing that’ll make your Facebook audience stop in their scrolling tracks and crave more information. Thus, compelling them to click on your advert.
But, this can’t be just any offer you toss into the mix. Your offer needs to be two things:
- A narrowly targeted, amazing offer that your customers are hungry for.
- A product or service of perceived high value to offer for free (or at low cost).
You need to determine whom exactly it is you want to target. With a restaurant, the different audiences you can appeal to are plentiful—from families with young children to sports fanatics, young couples, and many more.
But, the key is to focus on only one audience at a time and produce an offer that’s unique to them. In this scenario, we’ll focus on women—specifically those between the ages of 20 and 40, who have a birthday in the month we’re running a Facebook ad. Plus, the friends of people/women who also have a birthday in the next 0 to 30 days.
Now that we’ve identified who our audience are for the ad, let’s move onto the second bullet point: the jaw dropping offer. Two of the most appealing (and feasible) products you can offer this type of customer are a buy one, get one free birthday dinner or a complimentary bottle of wine with dinner.
Easy enough, right? Now, onto the funnel.
The Facebook Ads for Restaurant Leads Funnel You Need that Cooks Up Some Serious Leads
To entice your intended audience, you need to set up a simple four-part restaurant leads funnel, which includes:
- A well-targeted Facebook ad
- A landing page (also known as an opt-in page)
- A thank you page
- And, a simple follow-up email sequence and text message
It’s like a 4-course dinner. When you don’t have one dish, you won’t be serving up the most mouth-watering funnel possible to your customers. Therefore, let’s walk through each part of an effective Facebook ads for restaurant leads funnel to ensure you get something delicious in return: a healthy influx of leads.
1. The Facebook Ad
This is where that jaw dropping offer we talked about earlier will be on full display for your audience to see (and get a little hangry for).
And, no, it doesn’t need to be some gourmet masterpiece. We don’t want you spending hours in the Facebook ad “kitchen” trying to come up with some prime cut piece of copy.
Your ultimate goal is actually pretty basic: CLICKS = LEADS.
What’s the most effective ad type to accomplish just that? Consideration, with the ideal objective being Traffic. That means you’re focused on sending people to a destination on or off of Facebook for lead generation.
Pretty straightforward? Yup, it really is. So, we’ve hashed out the ad objective, and up next is targeting.
This is where the segment we discussed earlier (women between the ages of 20-40, with a birthday in the month we’re running the ad, & friends of people/women who also have a birthday in the next 0-30 days) comes into the mix.
To begin tempting leads in your neighbourhood with your buy one, get one free birthday dinner offer, you’ll want to go with the following targeting options:
- Your city +10 miles (in this case, we used our local town. But, you’ll need to determine the radius based on where you live)
- Women ages 20-40
- Future birthday month (demographics)
- Close friends of people with a birthday in:
- 0-7 days (demographics)
- 7-30 days (demographics)
- Close friends of women with a birthday in:
- 0-7 days (demographics)
- 7-30 days (demographics)
Yes, there are many, many more targeting options you can choose from. But, stick with the seven strong options shared above to start getting a steady influx of leads through those restaurant doors ASAP.
Once you’ve set up the targeting, it’s time to move onto the ad creative! Again, as I mentioned earlier, you don’t need to turn it into a masterpiece by any means.
Instead, just ensure it’s enough to get your audience to take action. And move them to the next step of the Facebook ads for restaurant leads funnel—providing their contact information to opt-in to your email list and receive the special offer.
After that point is when you can reach back out to those new restaurant leads and dish out other offers.
In the ad example above, there are bits and pieces you can definitely mirror to save you a big chunk of time (yes, we’re giving you the go-ahead)! You’ll be able to build a top-shelf Facebook ad that brings you the sales you’ve been hungry for.
- The Ad Headline—simple and clearly states the offer.
- The Main Ad Copy—relatable to the ad’s target audience and, again, mentions the offer.
- The Ad Image—something fun and what you’d easily find on your best friend’s Facebook page (we recommend looking to depositphotos.com for royalty-free stock images).
- The Ad Description—again, states the offer clearly with a bit more information, while using more language to attract the target audience (“Celebrate your special day with someone close to you!”).
- The URL—is easy to read and is a custom domain. That’s important as you want to be sure to avoid extension URLs. They’ll cost your ad more in the long run because they’re ranked poorly by Web of Trust.
- The Call-to-Action Button—by choosing Learn More, you are preparing the audience to discover additional information about the offer.
After your audience clicks the Learn More button on the ad, they’ll be redirected to an opt-in page. This page is entirely designed to get their name, email, and cell phone number, in exchange for the offer.
2. The Landing Page (Opt-In)
Thinking about simply sending your audience to the sign-up or contact form on your website? Think again. Doing so will only create confusion as that page is generally standard and does not fork over a heckuva lot of incentive for your lead to give your their info.
Therefore, we recommend you set up a designated page for the exclusive deal that is part of your Facebook ads for restaurant leads funnel.
- The background image and page text are consistent with the ad that led your target there. The high-quality photo is a cute picture of a simple cupcake with a sparkler candle on top that calls for a celebration. And, once again, the page copy reiterates the offer.
- The target is being asked to provide very minimal information—name, email address, and phone number. Thus, steering clear from overwhelming the user and causing them to click away from the page. All before they fill out the form and claim the offer.
- And, there’s scarcity. This is very important. In this example, we’re only offering this BOGOF deal for the month of the reader’s birthday, which compels them to opt-in faster and visit the restaurant ASAP.
This landing page is tested and approved as we’ve used the layout in dozens of different industries. It really works wonders every time!
3. The Thank You Page
After the prospective restaurant patron enters their information on the landing page and clicks the “Get Your Birthday Dinner Voucher Now!” button, they’re added to your email list and redirected to a Thank You page.
Right away, you’ll notice it’s very similar to the opt-in page, with just a few small changes.
- The page opens with an explanation that a confirmation text is coming to their cellphone soon with instructions on how to claim the BOGOF offer—encouraging them to show it to the hostess upon arrival at the restaurant.
- Most importantly, at the end, we throw in a bonus stack with some added scarcity. It’s an additional freebie or special offer added to the original offer. But, it’s only given to the prospective member if they visit the restaurant and redeem within the next 72 hours. I mean, who wouldn’t want a free dessert added to their BOGOF dinner?! I’m sure if you weren’t hungry already, you are now…
Okay, are you following how amazingly simple this is to get set up right away? I thought so.
Well, that completes the first three parts of our sizzling four-part Facebook ads for restaurant leads funnel. The last part is what we consider the cherry on top to really rack up profits—aka the follow-up.
4. The Follow-Up
Following up helps remove any barriers that stand between your prospective patrons and actually coming into your restaurant to enjoy some good food. Plus, you’ll make them feel like more than just a number on your books—a VIP, in fact.
To get started with your follow-up process, you’ll need to send a series of two emails, as well as an SMS text message. No worries if you’ve never used text messaging in your marketing efforts. But, you should, without a doubt, consider adding it to the mix, as it’ll put the dinner voucher in their hands, making it easier to redeem.
As for the emails, the first email they should receive immediately needs to restate the same information from the Thank You page. And, the second email they should receive two days later needs to tell them what they’ll gain from claiming the offer while reminding them it expires soon. (There’s that scarcity element again!)
So, how in the world do you set all this up? SendGrid is your trusted partner (or any other autoresponder tool you prefer), helping you get your follow-up communications out into the world.
And, that’ll wrap up your four-course funnel feast, easing you into the basic layout and flow of a Facebook ads for restaurant leads funnel using Facebook ads.
Now, get to cooking it up in your kitchen!
Okay, or in this case, your Facebook account. It’s your turn to mix this four-part Facebook ads for restaurant leads funnel into your marketing strategy, helping you finally turn up the heat for your client’s restaurant in no time.
And, if you savored all this information and want us to cook up your Facebook ads for restaurant leads funnel, CLICK HERE TO CONTACT US TODAY. It’s your unfair advantage against your competition.
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