Consumers are mostly online, and they are searching for everything. But how would you know that your content is reaching your target audience at the right time? Google already saw this could be a dilemma that’s why they introduced Micro-Moments to business owners.
The internet stays as one of the most untapped resources of a restaurant owner. You should know by now that being online is not enough. Being online at the right time and at the right platform is what you need to perfect digital and content marketing.
The continuous growth of technology within the daily lives of consumers and business owners like you just shows that it’s now modern times. It is not surprising that new things are being discovered and new terms being coined. SEO and data analysis may help you get through, but again, it’s still not enough.
While there may be many tools available to make your digital journey easier for you, you may want to try out using your customer’s moments, especially the one they called “micro”. Read along to know more about this recent discovery and how it can help you put your restaurant brand on the digital map.
Notice how the attention span of modern diners is quickly shrinking? It may be a threat for others, but don’t let it shake you. As a restaurant owner, this is an opportunity to look for a different way to engage your customers.
A Micro-Moment happens when customers are finding something online. It can be a restaurant near them, or they must be just looking for a new place to dine in. Users will be going with what’s presented to them right away.
That’s why this is the moment considered as the most useful for them and your restaurant. Understanding how these moments work for you and your online visibility helps you attract new customers. It is also a great way to increase your restaurant’s profitability.
Last 2020, UK households’ top searched items are pizza, takeaways near me, and takeaways. Just imagine how much business you’re losing if your restaurant is not popping out of the search engines. Customers will continue to search for their needs, and they won’t stop just because your restaurant is not appearing as the answer.
But trying to know what’s on the mind of every diner is not possible. This is where data and useful analytics can help you champion this area. And with the help of Google, you can better understand your customers by using different customer moments.
- I-want-to-know-moments. This is the state where a customer is generally searching online but is not ready to purchase anything yet.
- I-want-to-go-moments. Customers looking for a local business and they consider buying a product or availing a service falls under this moment.
- I-want-to-do-moments. Modern diners will be looking for something new and fresh now and then; they will be searching for tasks to complete and accomplish.
- I-want-to-buy-moments. The moment where customers decide to buy something but need help on what and how to buy it.
Now that you’re aware of the moments you need to look out for, it’s now time to determine how you’ll time your content during these moments. Eighty-two percent of customers check their phones before they purchase.
With that number in mind, influencing them during that moment is crucial for you and your restaurant. Using these moments as part of your digital and content marketing can help you be in the lead of the competition.
In a restaurant setting, what could be the moments that your customers are currently looking for? Here’s a list of the most common ones.
What else could diners be searching for aside from looking for a perfect meal experience? A lot of customers depend on their mobile searches for the next best place to dine in. It helps them create fast decisions about choosing a restaurant.
To ensure that your content will be in line with this moment, you might start turning on reviews for your restaurant. Customers are most likely to be influenced by their fellow diners. They trust someone who has first-hand experience with your service.
Highlighting your restaurant’s entire dining experience on your listing is also a great way to win their interest. 90% of online users don’t get past page one of the Google search. And honestly, they most likely don’t have the time to check out your website.
Provide them with an easy-to-read and mobile-friendly menu to keep hold of engagement. If they are having problems reading or accessing your menu, it’s now time to say goodbye to them. Online users are quick on their feet, and they easily lose interest if it’s not convenient for them.
This is why the phrase “restaurants-near-me” is so popular. Modern diners want something new without having an idea of what exactly they want. Using phrases such as best Indian food near me or a best new coffee shop nearby is the closest they can in finding local convenience.
Win this type of moment by strengthening your mobile presence. Talk to your tech and SEO guy on how you can build strong mobile visibility. From there, you may start working on your targeted content and marketing campaigns.
Also, don’t forget to claim your restaurant business online. Do that listing, and make sure you’ll provide it with accurate and updated data about your restaurant, such as operating hours, contact information, and location.
How are they supposed to know if there are still seats available for them? The waiting game is not something they want to play, especially if it’s their first time dining in your restaurant. Make sure that you offer them online reservations to address this moment.
Other than that, ensure that the reservation process is fast, simple, and easy. Customers dislike inputting too much information. Having to click with various buttons just to find out their reservation is still not confirmed is not a good way to keep customers.
Being online is a great thing, but don’t neglect reservation calls for your customers. There are still many customers who prefer calling to doing everything online. Make sure that your mobile numbers are updated, lines are always open, and staff is trained to take calls.
If you find the moments mentioned above helpful, here’s a list of questions that can help you formulate your moments for your target audience. Use the data you’ve collected from these questions to come up with your micro-moments.
- What’s the most popular payment option for your target audience?
- Why do they want to dine at your restaurant?
- How did they find out about your restaurant?
- How are customers interacting with your restaurant?
- When do they usually search for your restaurant?
- How much traffic results do your restaurant get from digital interactions?
Once these questions are answered, it will be easier for you to use their micro-moments to your advantage. It gives you better insight into what your customers are trying to find out and when and how they are doing it.
Best Practices To Get A Micro-Moment
Understanding the ever-changing moods of your customers is not easy, but it’s worth it once results are being delivered. Capture their interest and attention by doing the following.
Survey to have an idea what are the topics appealing to your audience now. You must provide them with content that is useful for their digital experience. Don’t forget to include means to act on the information that you’ve just provided them.
Make use of your email marketing and social media campaigns to make this survey a success.
Create contents that are significant and actionable. Be present and useful for your customers. Since you already have a way to understand them (survey), make the most out of it and start crafting content that will speak to them directly.
Don’t forget to include call-to-action. It is not enough that you tease them with relevant content. Customers will want to do more. Include on your content a clear CTA that links directly to your restaurant’s number, website, or social media page.