Goal > Offer > Urgency > Redemption > Targeting > FUEL!
You may have tried, “Boosted Posts,” or used Facebook Ads in the past, with no luck.
Now, while there are a variety of possible reasons for why you didn’t see results with your previous efforts, that’s not what I want to talk about today.
- Side note, comment below if you’d like me to write about the Top 5 Most Common Reasons Local Facebook Ads Fail (and 1 surefire method to increase success).
Today, I just want to share a quick & simple 3 step technique to drive local foot-traffic for your restaurant using Facebook Ads.
Personal Request: If you try this method at your own restaurant, please reach out & let me know how it goes!
Now, let’s get into a simple technique for your local restaurant to drive traffic using Facebook Advertising!
Step 1: Decide on a Goal
This sounds pretty simple, but you’d be surprised how often this step is overlooked.
Deciding on a clearly defined goal is quite possibly the most important part of this three-step process.
Getting started with Facebook Ads without a well-defined goal, is like getting in your car and driving around burning gas, without deciding where you want to end up.
Some Go-To Goals to borrow from could be:
- Driving Traffic to your Website for Re-Targeting Later
- Growing your Local Customer Email List
- Making an Immediate Sale/Profit
- Driving Traffic to Watch a Video so that you can Re-Target Video Viewers later
- Gather Likes, Comments, Shares, etc.
Those are just to name a few possibilities, but today we’re going to focus on one of my personal favorites:
- Making an Immediate Sale
- If you’d like to learn how to pair this offer with an Email List Building Strategy, leave a comment below!
Next up, choosing your offer, urgency technique, & redeeming option!
Step 2: Choose Your Offer, Urgency, & Redemption Method
Once you’ve decided on your goal, and the desired outcome of your campaign, you’re ready to figure out what the offer is going to be, how you’re going to create urgency & desire, and what your customers are going to have to do in order to redeem the offer that you’re promoting.
Let’s dive in…
The offer that you choose has to be good enough to get someone to stop what they’re doing in order to take action.
I tend to recommend that restaurants start with and offer related to some of their best menu items / services.
Here are some sample offers & restaurants to go with them to get you started:
- Pizza Shop: Buy 1 Get 1 Free – Pizza Slice
- Burger Pub: $5 Burger Special (anything under $10 should work)
- Higher-End Restaurant: 20% Off Coupon / $10 Cash Back on Orders $50+
- Coffee Shop: Free Cup of Coffee w/ Bagel (or vice versa)
Discounts tend to work in almost any situation, and again these are just example ideas.
You should come up with an offer that is unique for your business & also offers your customers an excellent deal.
If your offer is only designed to make sales & you don’t focus on making sure your customer is happy, this technique will not work very well.
Discounts, Offers, & Promotions work best when the promotion being offered is truly a great deal for everyone involved!
Now this is true in any marketing situation, but especially true with Social Media.
Today, your customers are being bombarded with ten’s of thousand’s of advertising messages per day.
You need to cut through the noise in order to catch your target customer’s attention, and persuade them to take an action.
The best way to do this, is by creating a great offer, and creating a strong urgency!
One go-to method to spark urgency, is announcing that there are, “Only 20 Vouchers Available.”
Other examples include:
- First 20 Customers Only!
- Here you’re telling the user that this deal is only available for the first 20 customers who claim it, which is a small enough number to convince someone to take action if they don’t want to miss out.
- 24 Hours Only!
- Similar to others, but here we’re using lack-of-time to create urgency.
- This Week Only!
- Another time-based message, this one is about as far out as I would push, as anything further is going to potentially allow the user to start thinking that they can’t.
- Limited-Time Offer!
- Limited-Seating! Reserve a Spot Now!
Blah blah blah…
Step 3: Target Your Audience Locally & Pour the Gasoline
Step Three Description & Action Items