Marketing tips on food delivery marketplaces
Are you looking for fresh ways to attract new customers and drive more online orders for your restaurant? In today's competitive landscape, having a solid online marketing strategy is crucial for success.
With the rise of food delivery platforms and with fierce competition on these apps, it's essential to leverage the right strategies available to you to stand out and maximize your online presence. This post will explore proven strategies to catapult your restaurant's online marketing campaigns and bring your orders from new customers.
Combine Sponsored Listings and Promotions for Maximum Impact
One of the most effective ways to increase online visibility is by utilizing the marketing tactics provided to you by the marketplaces you are selling on. Attract new diners by combining sponsored listings (premium placement) and promotions (dollars off an order). Sponsored listings are paid ads that appear at the top of search results for customers who are most likely going to order from your restaurant.
Complementing sponsored listings with enticing promotions like discounts or special offers can further amplify your campaign's reach and conversion rates. Customers love to see dollars off their meals or a buy one get one free (BOGO) to incentivize them to order.
Target Multiple Customer Segments with Tailored Deals
To maximize promotion effectiveness, it's crucial to target different customer segments with tailored offers. Creating multiple campaigns catering to specific groups like new customers, diners who have not ordered from you in 45 days, or those in a particular location.
“By running multiple campaigns then you can see what is the most effective and what is worth further investing in.”
For example, offer a promotion for first-time orders to attract new diners. Or run an aggressive promo with an attractive discount to win back lapsed customers. By personalizing promotions for certain customers or certain experiences, you increase the chances of resonating with your target audience and bringing in more orders through the online channels.
Continuously Monitor and Optimize Campaign Performance
To maximize your marketing ROI, it's essential to monitor and alter your campaigns continuously based on performance. Most food apps provide detailed analytics to track key metrics like impressions, clicks, orders, and revenue. You can also utilize data aggregating software from Loop, Deliverect, and Otter to see your results more easily across all platforms.
By closely analyzing this data, you can identify top-performing campaigns to double down on and underperformers that need adjustments. For struggling promotions, try tweaking the offer, retargeting customer segments, or reallocating the budget.
Capitalize on Holiday and Event Promotions
Holidays and special events are prime opportunities for restaurants to attract more diners and drive massive order spikes. Many food apps offer "Boosted Promotions" or "Featured Deals" during these peak periods, providing extra value to customers at no added cost to you.
For example, platforms may offer boosted discounts or free delivery from participating restaurants on major holidays like Christmas or Thanksgiving. Leveraging these promotions increases your visibility to customers actively seeking dining options during busy seasons.
Continuously Tweak Incentives and Minimum Spends
When creating promotions, it's crucial to strike the right balance between attractive customer incentives and maintaining profitability. Continuously monitor and adjust minimum subtotal requirements and maximum discount amounts based on performance data and business goals.
If a low minimum subtotal promo is driving orders but impacting margins, try increasing the threshold or reducing the discount. Conversely, if a high minimum spend offer is underperforming, lower the bar to entice more redemptions.
Continuously optimizing these parameters ensures your promotions effectively attract customers while protecting your bottom line.
By implementing these killer online marketing strategies – combining sponsored ads and promos, targeting customer segments, optimizing campaign length, leveraging drool-worthy visuals, monitoring performance, utilizing advanced bidding, capitalizing on holidays, and tweaking incentives – you can supercharge your online presence and watch those restaurant orders pour in.
When working with Catapult, a proven and reputable virtual brand provider, you will have a trusted expert on your team managing this on your behalf. Catapult takes on the responsibility of integrating with leading delivery platforms, curating a delivery-only menu, while leveraging best in class software to make data driven decisions.
Reach out to Catapult today to start growing your online food sales.