Team Snackbox is recapping Restaurant Week 2020 and sharing some helpful marketing insights to help restaurant owners and other businesses achieve their growth goals.
By Jamie Hooker
If your company or business is part of the 21st century, it has a website. Today, a business’s website is the very first place a potential customer will go if they want to know more about what you do and the services your company offers. It’s where they generally find the most information. A website is also a place you, as a business owner, can find the most information about your audience. Google Analytics is a great tool to use for research on your business. How many people visit your website every day? How long are they staying there? What are they clicking on the most? All of these questions can be answered using Google Analytics. And the best part? It’s free. There is a premium version you can choose to buy, but the free version still gives you a lot of really good information. Here are a few of the many things Google Analytics (GA) can do for you.
1) GA can show you what content your audience looking at the most and what they are looking at the least. This is good to know so you can see what people like or don’t like about your website and you can make changes accordingly. If your FAQ page to your website gets a lot of hits, maybe consider adding more questions and answers to that list. If the blog on your website isn’t getting a lot of hits, this might mean you need to change up your content. Either way, this information can be very beneficial.
2) GA can show you how many people are viewing your website from their cell phones. This might show you need a more mobile-friendly website (if you don’t have one already). People are always connected to their cell phones, whether they’re at home or not. You have probably experienced a time when you searched for a website on your phone and you had to annoyingly scroll and zoom in a million times to find what you’re looking for. Creating a mobile site is just the next logical step after establishing a website.
3) Search Engine Optimization (SEO) is very important. You want your website to come up high in a Google search when the audience types in key words that have to do with your business. GA builds SEO reports to show you how users got to your site and where you can strengthen your SEO. These reports show the number of impressions your website’s URLs got in search results pages, the average position of your website’s URLs in search listings, what queries users typed to reach your site, and a few more things that you can find here.
We have just scratched the surface here of what Google Analytics can do for your website. Navigating GA at first can be a challenge, but once you get a handle on it and figure out exactly what you’re looking at, you’ll be surprised how much you can learn about your business.
By: Jamie Hooker
If a potential employer Googled your name and found your social media accounts, what would they see?
This is an important question to ask yourself when you’re applying for jobs. You could have the best resume the interview team has seen, but if you have inappropriate content on your social media accounts, it could mean you lost the job opportunity.
Employers routinely check a candidate’s social media profiles (and anything else that comes up from a Google search) in order to get a good gauge of character. It’s harder to get to know you from a sheet of paper than it is from your Facebook page, and they know that. With that being said, here are a few of the many ways to present yourself and your brand in a way that is professional, but still showcases your personality (because you still want your peers to think you’re cool).
- Don’t swear. We all know this can be a challenge, and we’ve all done it at least one time. A curse word every now and then doesn’t hurt as much as you dropping the f-bomb in every status you post. If your future boss scrolls through your profile and all they see is how dirty of a mouth you have, it’ll put a bad taste in theirs. So, keep the swearing down to a very minimum.
- Monitor the pictures your friends tag of you. We can’t always control what our friends post on their own pages, so you have to make sure they don’t tag you in anything embarrassing or inappropriate that will show up on yours. It is very easy to un-tag yourself in a picture if you don’t like it. Types of these pictures may include you out the night before taking shots, or the picture that was taken at the very end of the night that you don’t remember. A good rule of thumb? If you don’t remember it, don’t post it. Also, do not post photos that are incriminating and could get you or anyone else in trouble. This seems obvious but we all have that one friend.
- Post meaningful content. You don’t want your employer to think you take pictures of yourself and nothing else. Start a conversation, share an enlightening article you read, or just speak your mind on issues that you care about (in a respectful way, of course). This type of content shows you have more to offer than selfies. Now don’t get me wrong, just like a curse word, a selfie every once in a while is not a bad thing. Just post other things along with them so there’s a nice balance.
Next time you start applying for jobs, go through your profiles and ask yourself, “Is this professional?” or “Would I want my boss seeing this?”. Social media is blessing, but can be a curse if you don’t brand yourself correctly. So take down your red cup photos and censor yourself from this point on, and you’ll be in good shape.
By Dana Sotoodeh
LinkedIn….You have one collecting cyber dust, or you’ve heard of it amongst your colleagues. LinkedIn is no Facebook— you can’t browse hundreds of fun pictures or stalk people’s personal lives. What you can do is a thousand times better. LinkedIn was created for networking opportunities amongst professionals. Whether you’re a job seeker, a hired employee, or an employer, LinkedIn boasts all the tools you need to network within your field WITHOUT leaving your desk.
Did you know that the Pew Research Center found that the majority of LinkedIn users were bachelor degree holders, or people making over 75,000 annually? This means that LinkedIn is optimal for educated people looking for job opportunities, and utilized by high earning professionals with ample amounts of experience. So the next question is—how do you use LinkedIn to network and further your career?
Team Snackbox is here to help you out with a few pointers in navigating that networking machine!
- Join Groups: LinkedIn has thousands of groups pertaining to your field for you to join. Inside these groups are job seekers, employers, or other professionals in your field that read and share knowledge on a daily basis. Becoming active and making connections in these groups will only help you gain exposure in the field that you work in. Make comments or share articles from groups you join in order to get your name out.
- Bulk up your profile: You always hear the phrase “ keep your resume to one page,” but LinkedIn has no limit. Don’t assume that filling your profile with everything you have ever done is the right move, but take advantage of LinkedIn when it comes time to writing job descriptions or describing volunteer opportunities in depth. Since LinkedIn is often accessed through a computer, scrolling through isn’t as painful as flipping through resume pages during an interview. It also gives you a free opportunity to showcase what you have achieved in a space for anyone to see.
- Connect, Connect, Connect: The more people you connect with on LinkedIn, the more of a chance you have of running across a job opportunity or hiring manager. Whether you connect with old college classmates, or the boss you used to intern for, building your profile with people who are familiar with your work ethic will only help you when it comes to endorsements or reviews. Be sure to connect with people you have had positive experiences with, or have learned something from. This is a key tool in growing your LinkedIn network.
- Stay Updated: LinkedIn is a beneficial tool if you are consistent in using it. The only way to build connections with people is to remain active on the site. If you are too busy to check your profile or get involved in a group every day, make a conscious effort to be present a couple of times a week. This will help you grow your network even faster.
By Dana Sotoodeh
You have a company Facebook, a bunch of followers, awesome pictures and… no likes? Believe it or not, researchers have posting on Facebook down to a fine science.
With Facebook recently changing their algorithms regarding content and posting, it’s extremely easy to miss posts that you don’t want to miss. What does this mean? It’s possible that more than half of your followers are missing your company’s posts due to the change in algorithms. Here’s how it works:
Facebook has broken down the way people view your posts. They base it on three different things:
1.) Interactions– As creepy as it sounds, Facebook has taken the last 50 people or pages you have had interactions with and made them prevalent in your newsfeed. If you aren’t interacting with your best friend or favorite product, chances are, you’re missing anything they’re posting.
2.) Weight– Facebook has a ranking on what’s most important when it comes to content. Photos and videos have a lot of weight pull, which is why you’re feed shows a lot of media. Comments and likes are important as well. Plenty of comments on a status will generate prevalence over a photo with no likes. Keep this in mind when it comes to posting. Do you have a link you want to share? Attach a photo with it to increase the chances of it being seen.
3.) Frequency– How often are you posting to Facebook? If you haven’t posted in months, Facebook won’t make your posts a priority when it comes to the timeline. Make it a point to post often so that your posts have a greater chance of being bumped to the top.
Now that you know how the algorithms work—use them to your advantage! When it comes to timing, studies have shown that Thursday’s and Fridays gage the most Facebook usage. These days are popular amongst Facebook users because it’s so close to the weekend. Instead of people diving headfirst into new projects, they surf Facebook and check social media. Sound familiar? Make it a point to post on these days during prime work hours to ensure you’re posts get bumped to the top!
by Yahaira Hernandez
Facebook is one of, if not the most popular social media sites that businesses use to gain more exposure and more customers. In fact, 80 percent of U.S. social network users prefer to connect to brands through Facebook!
Like every other social networking site, you have to be interactive and creative to create a buzz around your brand. The following list provides you with some ideas that can help make people feel as excited about your company as you are.
- Place your company’s Facebook link to your company’s website, blog, e-newsletters, etc.
- Include a Facebook widget on your company’s website.
- Include your company’s Facebook URL on other social media profiles, like Instagram and Twitter.
- Create contests, sweepstakes, drawing or competition for most shares, likes, tags, etc. A little known fact is that 35 percent of Facebook fans “like” a page so that they can participate in contests!
- Place Facebook ads.
- Display your Facebook link or page on print media: business cards, letterhead, brochure, magazine ads, products, etc.
- Express your appreciation for your customers and employees by creating “Thank you” posts or congratulating employees on their achievements.
- Use hashtags and tag people on social posts.
- Combine a great status update with a humorous or outstanding image.
- Make your posts share-worthy, like a travel agency posting a magnificent picture of a sunset on a beach in Thailand as the caption reads: “Wish you were here?”
By Yahaira Hernandez
Ah, the dreaded writer’s block. We have all endured it at some point in our lives. You go from having many creative thoughts pouring out of you to blankly staring at your computer screen waiting for words to come to mind. Then you struggle to overcome this mental block and you feel that walking away and returning to complete your work sounds like a good idea but you have a deadline to worry about.
Well, fear not my friends, we have some good news for you. We have compiled a list of eight great tips to combat writer’s block. Try out these simple, yet effective strategies to get back into the flow of writing.
1. Take a Break. When you are feeling stuck, take a few minutes to rest your eyes and focus on completing an errand, then you can return to your writing feeling a bit more energized
2. Get Creative. Whether it’s painting or taking photos, focusing on another creative project, and one as therapeutic as an artistic hobby, exercises your brain and your creativity.
3. Freewrite. When you begin to feel stuck, grab a pen and paper and begin writing random thoughts that come to your head, this can help you recall information, vent frustrations, and think of new ideas.
4. Make a Schedule. Discover when you work best and take advantage of that time period to easily put you in a writing mood and be 100 percent focused.
5. Eliminate Distractions. Turn off your phone, avoid the internet, clean up your desk, wear comfortable clothing and make sure you are in a good working environment.
6. Set up Deadlines. Nothing can motivate you more than a strict deadline. So, avoid procrastinating by encouraging yourself to write great material that could potentially be ready way ahead of schedule.
7. Carry a Notepad. Whether you are running errands or shopping, new ideas can quickly come and go. But if you have a pen and paper with you at all times, you can be sure to have inspiration ready to get you back on track.
8. Read. Get inspired by reading your previous work or reading a newspaper to get your creative juices flowing again. News coverage, images, or ideas can be the greatest inspiration when you are feeling stuck on a project.
By Caitlin Cunningham
1. Engage with your Audience
Don’t simply post content and then leave it unattended. Be sure to answer any questions posted to the page and interact with your followers. Your target market wants to know it’s being heard, so give the people what they want!
2. Redirect your Audience to your Website
This is your chance to speak to your audience directly and let them know there’s a person behind the business.
3. Produce Captivating Narratives
Narrative is one of the most persuasive forms of content delivery. Why? People love stories, especially about themselves and their communities. So take advantage of this and share stories of your customers using your products and/or services. They’ll be much more interested in listening than you just talking about yourself.
4. Honesty and Integrity Win the Most Followers
Your customers are investing a lot in your brand, so you owe it to them to be honest. Address criticism, respond to questions, and make sure your audience feels comfortable talking to you about their issues. They’ll come back if they feel like they’re being heard.
5. Utilize Humor Where Appropriate
Humor is a great way to get your customers’ attention and generate sharable content. Be careful though. Comedy is subjective; so don’t expect to tickle everyone’s fancy.
6. Update When Appropriate
You want to update your social networks often enough that you maintain presence, but not so much that you annoy your followers and they jump ship. The issue is it differs between businesses and industries. There’s no frequency rate rule that has blanket application. So be careful when experimenting with how often you need to generate original content to maintain relevancy.
7. Observe How your Audience Engages with Competitors
Take a regular peek at your competitors’ social media networks. Are they doing anything that you’re not? And if so, is the audience receptive? Remember, different isn’t always better, so you may be taking the correct alternative approach. It’s just a good idea to be always aware.
8. Post at Optimal Times
If you generate the perfect post but send it live at 3 o’clock in the morning, it’s unlikely anyone of influence will see it. Do the proper research to figure out when your audience is online and speak to them during those time blocks.
9. Make Visually Based Content a Priority
Customers respond and share visually based content more than text alone. It’s the best way to capture your audience’s attention.
10. Maintain Perspective
Remember the 2% rule – every group will have about 2% cynics who, unfortunately, actively participate. This means no matter how much you care or take care of your customers’ concerns, there will still be a group of people who are jerks. They’ll only post negative comments and aren’t looking to contribute to constructive discussion. It’s ok. There’s just no pleasing some people. Don’t beat yourself up over the ones whose minds you won’t be able to change.
By Caitlin Cunningham
Launched in 2010, this photo and video sharing social networking platform has exploded in popularity. As of January 2014, Instagram has approximately 150 million active users. The simplistic nature behind the app is what makes it so influential and powerful. Humans are incredibly visual creatures, and Instagram directly caters to this propensity. But before you attempt to start networking your business by using this app, keep these key tips in mind.
(1) Create a strategy that’s brand specific
Your brand has a unique way of seeing the world, so it’s important that your Instagram account convey this. Be consistent, but never overly staged or serious. You want a good mix of fun images with pictures of your business.
(2) Acknowledge your followers
Feature photos of your followers as they use your product/service. This shows your appreciation of their patronage, as well as adds a fun and enticing element as to why you should be followed. Also, follow your followers back. You’ll be able to learn more about what’s trending such as popular types of photos and commonly used hashtags.
(3) Execute contests
One of the greatest ways to increase engagement is host contests. For example, photo caption contests allow your followers to get involved with thinking about your brand in a fun and unique way. This creates meaning within your brand and is a positive way to interact with your audience.
(4) Geotag your posts
In order to target nearby consumers, geotag your photos by using Photo Map. This helps build community and locality within your brand, as well as give users an opportunity in the area to find you. This comes especially handy in the case of an out-of-town event or cause you to which you wish to draw attention.
By Laurie Leiker
Angie’s List, Yelp, Better Business Bureau – there’s an almost endless list of online review websites out there, all telling you they know what a company is like, but do they really tell a company’s whole story? Can you rely on online reviews as the bottom line of a company’s trustworthiness?
The Internet has fundamentally changed the way in which we live in the 21st Century. We shop online, read our news online, even find phone numbers and directions online. Gone are the days of looking something up in the Yellow Pages or looking at a map to find where we need to go. The same can be said of finding out about a company. On any given day, you can look up a company and find not only their own website but mentions of them spread across the web.
The Internet is really just a big city. People are there living, working and enjoying themselves. Businesses sell everything from cheap prescription drugs to cars and homes. You’ll also find the seedy underbelly of any city – the “red light” district and the guys on the corner selling you knock-off watches and handbags from the trunks of their cars. Like everything else in life, not everything is as it seems and nowhere is that more glaring than in the world of online reviews.
On the surface, online reviews are quick snapshots of a company – they did a great job or they did a horrible job at that one moment in time. But online reviews are no different than in-person reviews; emotions dictate whether a review is posted. If someone does a great job, they get a hearty congratulations; if they did a particularly poor job, causing the consumer to get overheated, they get raked over the coals.
But can you truly trust those reviews? A recent study done by a joint venture between Yale University, University of Southern California and Dartmouth University found that sites allowing anonymous reviews had more instances of “fake” reviews, meaning either someone from the company went in and posted fake good reviews or a competitor purposely posted poor reviews.1 The study found too that in a high number of cases, even requiring a name and email address to post a review led to the discovery of those using fake names and addresses to post reviews.
Another thing that brings online reviews into question has to do with their timeframe. Information posted online talking about a small snapshot of time has a long lifespan. A harsh review may be posted in a moment of anger before the company has a chance to make amends, to correct the situation. Even if the company does make things right, the bad review is still out there, living on in infamy, tainting the reputation of an otherwise great company for the foreseeable future.
So how can you find reputable information about a company? Here are a few tips:
- Remember any company in business for more than a few months must be doing something right. Like any person, no company is perfect, but long-term companies are good at least 90 percent of the time. The real way to tell how good they are is how long they’ve been around and how they handle issues when things go wrong more than how they handle the day-to-day of doing things right.
- Go beyond the online reviews. Ask companies for references, both good and bad. Ask specifically for one or two customers who had bad experiences; finding out how a company handles issues is more important than the fact that there was an issue. If a company will not give you bad references, question whether they’re being up front with you. Then, actually talk to the references. The issue might be something specific to that customer or something you could live with the other person couldn’t. The issue might be part of the ten percent of the time the company wasn’t perfect.
- Crowd-source your company’s reputation. Ask on Twitter, Google+ and Facebook for information and references.
Online reviews have their place in your arsenal of weapons to protect yourself against being ripped off but they shouldn’t be the only one; carpenters use more than a hammer to build a cabinet. Online reviews, used in conjunction with other legwork, can save you time and misery, but need to be taken with a grain of salt.