• Restaurant Marketing
  • WiFi Marketing

Content Marketing Tips For Restaurants in 2021

by: Allen Graves On: October 30, 2019
7 min read

When most marketers think of content marketing, they think of the online variety. To be fair, the internet is a perfect medium for content marketing. But it’s often forgotten that this powerful marketing strategy began long before the idea of the World Wide Web was even conceived.

One of the original pioneers of content marketing was John Deere. In 1895, he published The Furrow magazine. The Furrow was not a sales-focused publication. Instead, it focused on informing and educating farmers on how to be better business owners. In fact, in the history of The Furrow magazine, which is still in publication some 125 years later, Deere & Co. have only mentioned their products and services in the magazine a handful of times.

This is a perfect example of content marketing.

content marketing for restaurants

What Is Content Marketing?

As it is defined today, content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience and ultimately drive profitable customer action. It involves creating and sharing online and/or offline content that does not explicitly promote a brand but is intended to indirectly generate interest in its products or services.

“Traditional marketing with content means talking at someone about you. Content marketing means talking with someone about them.”

While it may be easier to run a successful content marketing campaign online, it is entirely possible to execute offline as well, as John Deere and many other companies, including restaurants, have shown us. It is also possible to create a hybrid content marketing strategy, using online and offline channels together.

The Best Tip To Get You Started – Customer Data

The first step for any successful restaurant content marketing campaign, whether online or offline, is becoming intimately familiar with your customers or intended audience. You need to know who they are, how they behave and interact with your business, and what kind of information they might be seeking.

The best way for restaurants to do this is to install and utilize a quality WiFi marketing and analytics platform, like Bloom Intelligence. Other data collection options are available, but they are very expensive and only provide a current snapshot of a small portion of your customer base.

WiFi marketing and analytics platforms, described in more detail below, can provide an ongoing, real-time view of a very large portion of your customer base – whether customers log into your WiFi or not. And WiFi analytics can be implemented at a small fraction of the cost of traditional market research solutions. You will also have the ability to collect very detailed customer information, behavior data and demographics.

customer data for restaurant content marketing

Through thorough research on the data you collect, you can begin to create your most ideal customer segments and craft the perfect strategy for each of them by finding the emotional value in the data. Remember, content marketing is not about going for the sale. It is providing each of these customer segments with information to show them, inherently, that what you offer can,and will, satisfy their needs.

At this point, your content marketing can begin to take shape. As you begin publishing and sending out your content, it is important to remember that this is just the beginning. You will want to constantly test new types of content, as well as new content topics, on each of your restaurant’s customer segments.

For optimal testing, you’ll need to be able to measure the success of each campaign. This is another reason why marketing and analytics platforms are so powerful for brick-and-mortar businesses. Solutions like Bloom Intelligence are ideal for tracking individual campaigns down to the individual customer level. You’ll be able to monitor each campaign and adjust/optimize your campaigns on an ongoing basis.

Using the definition of content marketing above, let’s examine a few of the ways that brick-and-mortar businesses and restaurants can reap the remarkable rewards of content marketing.

Blogging

Perhaps the most effective way to begin a content marketing campaign is to start a blog on your company website. Once set up, you should post to your blog on a consistent basis. You can blog every day, or once a week, or once a month, but whatever schedule you decide on, you should keep it consistent so that you’re not leaving your audience guessing when to come back for more.

Some topic ideas for content marketing for restaurants include:

  • Restaurant Recipes
  • Money-Saving Tips for Diners
  • Craft Beer and Wine Guides
  • Employee or Customer of the Month

Again, you won’t be selling your brand on your blog, you should simply be giving your customers the information they may be seeking. You could blog about specific types of diets, local events, holiday meals, different craft beer types or how to make a dollar go farther when dining out.

“We use this service for our business and it is amazing. Measuring customer behavior and automatically marketing to them based on those behavior triggers is truly a step in the right direction for retail technology. Thank you, Bloom Intelligence!”

Jeff Catherell

“Amazing service! I have been a client for years. I will continue to sign up all new businesses with Bloom.”

Memphis Garrett

“We’re extremely pleased with the wealth of customer data that we’re able to gather, at a very attractive price.  In addition, we’re able to communicate our new product promotions by using  the landing page as a digital billboard.  A “no-brainer” for anyone working with limited Marketing $$.”

Bob Cross

“Pal and Theresa have been so informative and so kind! They were wonderful at explaining Bloom and dang, the amount of things this platform can track for your business is amazing!”

Amanda

“Great product, awesome customer service and very reliable. 100% recommended”

Francisco Iniguez

“We’ve been using Bloom Intelligence for our business for a few years now, and it’s been really great! We started using them at one location, but have recently expanded into three more. They provide useful metrics to help us understand our customers better, and their customer service team has been really helpful anytime we’ve needed something. They continually make improvements to their product and easily keep you up to date on the changes. Working with them has been great!”

April Bocchieri

“We’ve been using Bloom Intelligence for our business for a few years now, and it’s been really great! We started using them at one location, but have recently expanded into three more. They provide useful metrics to help us understand our customers better, and their customer service team has been really helpful anytime we’ve needed something. They continually make improvements to their product and easily keep you up to date on the changes. Working with them has been great!”

April

This tool has proven useful in collecting data for many aspects of what we do. Not only can we provide our customers with more of what they want using this data, we can grow our brand through targeting for franchise development, too.

Janene Krueger

“I’m blown away by Bloom Intelligence’s marketing/software platform! The team is super reliable, efficient, professional and knowledgable about every aspect of the system. I’m new to the platform, and I would like to call out Edward Kennedy for being so patient and doing an outstanding job in walking me through the platform. The team of 5+ members took the time out of their day and held a Zoom conference to train me. I can’t wait to use Bloom Intelligence for my marketing campaigns moving forward.”

Sydney Dixon

We have been extremely happy with our partnership with Bloom Intelligence! Their marketing analytics provides invaluable information, and the customer service is top notch!

Angela Fallen
Best support team we have worked with. They are quickly responsive and keep us updated constantly with all our restaurant locations! Best way we have found to collect customer data.
Peyton Kraus

“I am currently working with Bloom Intelligence with Matt Ronay and Edward Kennedy. They are great to work with, respond quickly, and provide great support for noth my company and my clients. I have used other WiFi platforms but never received this level of service. I was looking for a service that would make it easy for me to sell WiFi lead generation and analytics to my clients without a lot of problems. They have provided this above and beyond. I highly recommend them to any agency looking to add this type of program to your services.”

Jacqueline Martin

“Working with Bloom Intelligence has been amazing. They assist you every step of the way and work with you hand in hand to make sure you are optimizing your advertising potential. We are excited to use this tool to help learn more about our customers so that we can personally engage with them and understand our strengths/weaknesses.”

Ariel

“This is an integral part of our local store marketing program. We use the e-mails we collect to tell our existing customers about various promotions, specials and discounts, and the analytics tools are amazing at capturing and displaying smart device activity in and around our store.”

Ron Murray

“Always a pleasure working with the Bloom Intelligence crew! Shout out to Edward and Pal!”

Brittany

“Our marketing efforts have been much more focused and effective partnering up with Bloom Intelligence. I find some of the things that they can do with our data to be nothing less than amazing. Looking forward to tracking the results of our Holiday campaign.”

Mark Parente

“I highly recommend restaurants, dental/medical offices, and other businesses look into Bloom Intelligence as 1) their marketing technology is very powerful and 2) their team is AWESOME. As a marketing agency, Bloom has helped several of our clients grow their businesses via building their database and re-targeting them at the right time. Thanks Again!”

Austin Eggleston

“These guys are so supportive, talented, and responsive. A great partner indeed.”

Owner, Good Karma

They do a great job for us. Excellent company to work with!

Brandon Graham

“Our company uses Bloom Intelligence as a WiFi log-in service and we really like what they do. They offer great personalized customer service. The analytics are extremely useful and the aesthetic in the marketing scheme homepage is great once the guest logs into WiFi with some options to market specifics for the business or post beautiful photography. Highly recommend.”

Loren

They are really easy to work with and have helped us to capture a tremendous amount of customer information. Thanks Bloom!

Michael Brown

“Bloom is the only company to provide us with the necessary tools to compete with the e-commerce businesses. Without this company there is no way of knowing (or at least having a general understating) of what our attribution rate was, life time value of customer (LVT), dwell time, etc. Frankly, I didn’t even know what that stuff even meant until I met with one of their sales reps. Without this data, brick and mortars will always be step(s) begins.”

Serge Osaulenko

 

Guest Posting

Another great way of getting content out to the masses is by guest posting. This involves reaching out to related websites and offering to write content they can publish on their website. Typically, they will allow you to publish an author bio with your image and a short biography. This is where you would quickly mention your place of business.

You are essentially getting eyeballs on your content by way of the website’s loyal visitors. When they read your bio, they can make the connection between great, educational content and your place of business.

Likewise, you can usually link back to your website, which will increase your traffic and help with search engine optimization.

Podcasting

There are many great restaurant-related podcasts available today, covering anything from operations and management, to technology, to recipes, to new trends in the industry. Much like guest posting, you can reach out to these pod-casters and offer to be interviewed on a future show.

Think about what you can offer that is above and beyond the ordinary so you can showcase it in your outreach, and in the podcast as well.

You can easily query your favorite search engine to find them, but here is a short list of some of the top restaurant-related podcasts:

Content Marketing Through Email

Email has been, and continues to be, one of the best ways to reach consumers.

  • In 2017, global e-mail users amounted to 3.7 billion. This figure is poised to grow to 4.37 billion users in 2023. (Statista)
  • Email has a median ROI of 122% – over 4x higher than other marketing formats including social media, direct mail, and paid search. (DMA and Demand Metric)

As you can see, collecting your customer email addresses is a crucial part of a successful offline content marketing campaign.  When paired with a WiFi marketing and analytics platform, collecting email addresses becomes extremely easy. Testing various content types and topics also becomes easy while it allows you to track each individual campaign.

All you have to do is install the platform and everything is done behind the scenes. You will passively build a customer list thousands of customers without lifting a finger.

Using a WiFi Marketing and Analytics Platform

These platforms utilize your customer WiFi access points. They gather data from any mobile device with its WiFi signal turned on. Since each device broadcasts its own unique ID, the system will recognize each customer individually based on their mobile device. Specific behavior data can then be tracked on each device, including dwell times, repeat visits, days of the week or hours of the day when at your location, and much more. This data is collected by Bloom whether customers log into your WiFi or not.

When a customer logs into your WiFi, the system will capture their email address or social media profile, so you will be collecting those valuable email addresses and customer profiles passively. At this point, the system can then associate all previous activity from that device to the customer's profile, as well as demographics such as gender, age, birthday and more.

With this kind of data, you can send content to your customer segments on a very granular level. And you'll know each and every time they come back to your location.

With Bloom's advanced reporting, it is easy to track the results of every campaign, all the way down to a customer coming back to your restaurant and/or redeeming an offer.

Get Started Today

One of the greatest things about content marketing is that you can get started immediately, and on a very limited budget. In some cases, it costs you nothing but the time it takes to write your content and find the perfect place for it to be published.

But the most important thing is that you get started as soon as possible. Competition is fierce in today's marketplace and it's up to you to stay a step ahead.  Content marketing can provide you with an inexpensive and powerful way to create relationships with your customers, keep you top-of-mind, and keep them coming back again and again.

They are really easy to work with and have helped us to capture a tremendous amount of customer information. Thanks Bloom!

Michael Brown

“These guys are so supportive, talented, and responsive. A great partner indeed.”

Owner, Good Karma

“We’ve been using Bloom Intelligence for our business for a few years now, and it’s been really great! We started using them at one location, but have recently expanded into three more. They provide useful metrics to help us understand our customers better, and their customer service team has been really helpful anytime we’ve needed something. They continually make improvements to their product and easily keep you up to date on the changes. Working with them has been great!”

April

“This is an integral part of our local store marketing program. We use the e-mails we collect to tell our existing customers about various promotions, specials and discounts, and the analytics tools are amazing at capturing and displaying smart device activity in and around our store.”

Ron Murray

“Always a pleasure working with the Bloom Intelligence crew! Shout out to Edward and Pal!”

Brittany

“Great product, awesome customer service and very reliable. 100% recommended”

Francisco Iniguez

“Working with Bloom Intelligence has been amazing. They assist you every step of the way and work with you hand in hand to make sure you are optimizing your advertising potential. We are excited to use this tool to help learn more about our customers so that we can personally engage with them and understand our strengths/weaknesses.”

Ariel

They do a great job for us. Excellent company to work with!

Brandon Graham

“Our company uses Bloom Intelligence as a WiFi log-in service and we really like what they do. They offer great personalized customer service. The analytics are extremely useful and the aesthetic in the marketing scheme homepage is great once the guest logs into WiFi with some options to market specifics for the business or post beautiful photography. Highly recommend.”

Loren

This tool has proven useful in collecting data for many aspects of what we do. Not only can we provide our customers with more of what they want using this data, we can grow our brand through targeting for franchise development, too.

Janene Krueger

“Our marketing efforts have been much more focused and effective partnering up with Bloom Intelligence. I find some of the things that they can do with our data to be nothing less than amazing. Looking forward to tracking the results of our Holiday campaign.”

Mark Parente

“I’m blown away by Bloom Intelligence’s marketing/software platform! The team is super reliable, efficient, professional and knowledgable about every aspect of the system. I’m new to the platform, and I would like to call out Edward Kennedy for being so patient and doing an outstanding job in walking me through the platform. The team of 5+ members took the time out of their day and held a Zoom conference to train me. I can’t wait to use Bloom Intelligence for my marketing campaigns moving forward.”

Sydney Dixon

“Pal and Theresa have been so informative and so kind! They were wonderful at explaining Bloom and dang, the amount of things this platform can track for your business is amazing!”

Amanda

“Bloom is the only company to provide us with the necessary tools to compete with the e-commerce businesses. Without this company there is no way of knowing (or at least having a general understating) of what our attribution rate was, life time value of customer (LVT), dwell time, etc. Frankly, I didn’t even know what that stuff even meant until I met with one of their sales reps. Without this data, brick and mortars will always be step(s) begins.”

Serge Osaulenko

“Amazing service! I have been a client for years. I will continue to sign up all new businesses with Bloom.”

Memphis Garrett

“We’re extremely pleased with the wealth of customer data that we’re able to gather, at a very attractive price.  In addition, we’re able to communicate our new product promotions by using  the landing page as a digital billboard.  A “no-brainer” for anyone working with limited Marketing $$.”

Bob Cross

“I highly recommend restaurants, dental/medical offices, and other businesses look into Bloom Intelligence as 1) their marketing technology is very powerful and 2) their team is AWESOME. As a marketing agency, Bloom has helped several of our clients grow their businesses via building their database and re-targeting them at the right time. Thanks Again!”

Austin Eggleston

“We use this service for our business and it is amazing. Measuring customer behavior and automatically marketing to them based on those behavior triggers is truly a step in the right direction for retail technology. Thank you, Bloom Intelligence!”

Jeff Catherell

“I am currently working with Bloom Intelligence with Matt Ronay and Edward Kennedy. They are great to work with, respond quickly, and provide great support for noth my company and my clients. I have used other WiFi platforms but never received this level of service. I was looking for a service that would make it easy for me to sell WiFi lead generation and analytics to my clients without a lot of problems. They have provided this above and beyond. I highly recommend them to any agency looking to add this type of program to your services.”

Jacqueline Martin
Best support team we have worked with. They are quickly responsive and keep us updated constantly with all our restaurant locations! Best way we have found to collect customer data.
Peyton Kraus

“We’ve been using Bloom Intelligence for our business for a few years now, and it’s been really great! We started using them at one location, but have recently expanded into three more. They provide useful metrics to help us understand our customers better, and their customer service team has been really helpful anytime we’ve needed something. They continually make improvements to their product and easily keep you up to date on the changes. Working with them has been great!”

April Bocchieri

We have been extremely happy with our partnership with Bloom Intelligence! Their marketing analytics provides invaluable information, and the customer service is top notch!

Angela Fallen

 

Restaurant Marketing FAQs

What is Restaurant Marketing?

Restaurant marketing is the process of getting people to visit your restaurants. Restaurant marketing creates loyalty, provides data to research, analytics, and allows restaurants to gain a better understanding of their ideal customer profile. It utilizes all customer channels: guest WiFi, website, social, rating sites, mobile apps, email, text, and advertising.

Learn More About Restaurant Marketing Here

What is WiFi Marketing?

WiFi marketing is a marketing technique that uses guest WiFi to collect & clean customer data such as names, emails, phone numbers, customer behavior, and demographics. This data is used to personalize marketing campaigns to increase customer loyalty, build online reviews, and save at-risk customers. The performance of every campaign can be tracked down to the tangible ROI of a customer walking back in your door.

Learn More About WiFi Marketing Here

What is Restaurant Reputation Management?

Restaurant reputation management is the process for restaurants to manage customer feedback and creating systems to improve customer experiences, passively build positive online reviews, and save at-risk customers. It is a very important aspect of running a successful restaurant business.

Learn More About Restaurant Reputation Management Here

How Does Bloom Identify and Bring Back Lost Customers?

Bloom Intelligence uses machine learning to identify at-risk customers. When one is recognized, the system will send them a message with an incentive to get them to return and re-establish their visit pattern. Bloom users are seeing up to 37% of churning customers return.

Learn More About Saving At-Risk Customers Here

SAVE TIME, INCREASE CUSTOMER LIFETIME VALUES, CREATE NEW CUSTOMERS

What our happy customers
are saying

Austin Eggleston
Bob Cross, Vice President of Operations
Ron Murray
Matt Thompson, Managing Partner
Jacqueline Martin

“I highly recommend restaurants, dental/medical offices, and other businesses look into Bloom Intelligence as 1) their marketing technology is very powerful and 2) their team is AWESOME. As a marketing agency, Bloom has helped several of our clients grow their businesses via building their database and re-targeting them at the right time. Thanks Again!”

Austin Eggleston

“We’re extremely pleased with the wealth of customer data that we’re able to gather, at a very attractive price.  In addition, we’re able to communicate our new product promotions by using  the landing page as a digital billboard.  A “no-brainer” for anyone working with limited Marketing $$.”

Bob Cross, Vice President of Operations

Atlanta Bread Company

“This is an integral part of our local store marketing program. We use the e-mails we collect to tell our existing customers about various promotions, specials and discounts, and the analytics tools are amazing at capturing and displaying smart device activity in and around our store.”

Ron Murray

Atlanta Bread Company

“They have always been attentive through whatever needs and questions we have.

They go above and beyond to make sure our team and customers stay connected while helping us with our marketing efforts.”

Matt Thompson, Managing Partner

Madison Social

“I am currently working with Bloom Intelligence with Matt Ronay and Edward Kennedy. They are great to work with, respond quickly, and provide great support for noth my company and my clients. I have used other WiFi platforms but never received this level of service. I was looking for a service that would make it easy for me to sell WiFi lead generation and analytics to my clients without a lot of problems. They have provided this above and beyond. I highly recommend them to any agency looking to add this type of program to your services.”

Jacqueline Martin

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