Digital Marketing For Catering
An alternative funnel always starts with an awareness phase in which the potential customer is “problem-aware”. For catering, it is set up by an induction event such as a business meeting, birthday, or wedding, which motivates customers to seek out catering services. Next, the customer moves to the review stage, in which they weigh their preferences and compare different catering companies. Only after these two steps have taken place will they make their decision and take action and end the transformation funnel. So, while your digital marketing strategy may not make for more business meetings, birthdays, or weddings, it can help capture potential customers at the review stage and turn them into happy, good customers.
Start with Analytics
It may sound backward to start with analytics, but the first step in any strategy is to determine your goals and your KPIs (key performance indicators). What do you want to achieve and how do you measure it?
As a catering company, your biggest goal for a digital marketing strategy is to gain more customers – often through your website’s phone number or contact form. Make sure you keep track of phone call clicks and contact form submissions on your Google Analytics.
As a catering company, your biggest goal for a digital marketing strategy is to gain more customers – often through your website’s phone number or contact form. Keep track of phone call clicks and contact form submissions on your Google Analytics. Local SEOs like “the best catering company near me” or “the best catering company in Leeds”. Here are some ways to improve your search engine presence locally:
Get Listed with Google My Business:
Get started by registering your business with Google My Business. This will ensure that your business is listed on the map and sidebar with a small business profile. Registration is easy, and you’ve confirmed your business address by receiving a letter from Google.
Get High-Quality Reviews:
Good reviews shed a positive light on your business and add confidence to potential factors, but they can also really help boost your rankings. Reach out to all previous customers who have enjoyed your services and also ask them to write you a positive review. This will make a big difference in your organic appearance in the long run.
Enrich Your Listing with Photos and Additional Info:
Add as much content as possible to your business listing, such as hours of operation, photos from past events, and a menu if you have one. Like reviews, this kind of information is highly beneficial to prospective customers, but it also helps improve the quality and visibility of your business listing.
Make Use of Paid Search Ads
SEO is important, but it takes time to rank naturally on the first page of Google. Paid search ads allow your company to instantly get results on the ranking page and position you above your competitors.
As your potential customers are actively looking for catering companies it becomes clear that they are already under consideration.
Paid search campaigns allow you to show specific keywords that these users are looking for and highlight your company’s unique benefits.
Content is Key (Lime Pie)
Catering has a huge advantage over many service-based companies, which naturally lends itself to quality visual content. Content creation can be a struggle for brands that do not sell body products, but food always creates delicious content.
Use your events and take lots of pictures. Use this footage to expose your social media profiles and website with mouth-watering content. This creates the social resource that potential customers are looking for when choosing the right catering company for their event.
Make Sure to Have an Optimized Landing Page
Whether your company is only catering or the restaurant you serve, it is important that you have the most optimal landing pages. Your landing page should have quality, colorful displays that illustrate the quality of the food your company serves.
The text should be clear and simple, with additional confidence signals such as reviews and links to your social profiles. The most important factor for an optimal landing page is a clear call to action.
It should be easy for users to submit their information and get in touch with you. Make the contact form the highlight of your landing page so you can increase your conversion rates and get more client requests.