Youtube marketing for restaurants

Youtube marketing for restaurants
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marketing for restaurants such as video marketing tips, video marketing
tools, video marketing sites.
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· Top 21 tips for video marketing
· Top 31 sites to upload your videos
· Top free 7 tools for video marketing
I. Video marketing content for you!
This post originally appeared on the American Express OPEN Forum,
where Mashable regularly contributes articles about leveraging social
media and technology in small business.
When Matt Levine was opening Sons of Essex, a restaurant on New
York City’s Lower East Side last fall, he decided to use YouTube to
promote the establishment and its menu offerings.
"We live in a society where information travels fast, and the
entertainment value and visual stimulation of videos seemed like a great
way to get a creative and innovative message to our guests," he says.
The success of Sons of Essex's videos can be a lesson to other small
businesses. While restaurants have an advantage in that the things they
Video marketing. Free pdf download examples Page 1

purvey — food and drinks — are pretty universally appealing, many
industries can benefit from creating videos.
"I believe every business has a message to convey, a story to tell; to
paint the picture through video for your consumers in a creative manner
can be an important marketing tool," says Levine. Especially in markets
with high SNP (social networking potential), a few well-done videos and
a consistent social presence can easily spread the word. “The use of
these videos give companies the opportunity to reach out to their
consumers at a more personal and interactive level,” he says.
Mashable spoke with Levine — a creative partner at Brandsway
Creative and co-owner of Cocktail Bodega and Sons of Essex — about
his business’ use of YouTube and other social media as marketing tools.
1. Use Your Resources
Many small businesses shy away from video because it’s more labor-intensive
than a tweet or a photo. But it doesn’t have to be a huge
investment of time or money. That iPhone you have in your pocket all
day is a perfectly good video camera. While you can dish out some
money to pimp it out with a tripod, a mic and some lenses, you can also
go for the handheld look and set the footage to music, so a mic is
unnecessary and sound quality isn’t an issue.
"Our videos are super low budget, from using bloggies to iPhones," says
Levine. "All of our 'How to Make…' videos feature our charismatic staff
— no actors, no fluff, they’re real employees." Levine says many of
these employees are learning how to edit and produce video themselves,
having been in on the production process for Sons of Essex's videos.

When you consider the rise of Viddy and Socialcam, you’ll notice that
video editing has become much more democratized, and there is a slew
of apps that let you edit video right on your smartphone. The preeminent
video platform YouTube has made it easier than ever to edit video right
in the platform, eliminating the need to buy and learn how to use tools
like Final Cut or Adobe Premiere. The iMovie app on Macs is also an
easy, non-technical and low-budget way to splice together footage.
Levine actually thinks that having a limited budget is a good thing. "It
gives you the opportunity to get creative, think outside the box," he says.
2. Find Friends to Promote Your Brand
Low-budget videos do the job, but a little star power is always a good
thing. If you’re lucky enough to have celebrities or influential people as
customers, see if they’ll throw you a bone and help promote the
restaurant on-camera. Levine says a majority of the cameos and people
in the "Lower East Side is..." video (such as Padma Lakshmi) are friends
of the restaurant who live or hang out in the neighborhood. Of course,
this means that the Sons of Essex team has spent time networking at the
restaurant and around the neighborhood, cultivating relationships over
time and getting to know customers in a more intimate way.
By building relationships with local residents and business owners, the
Brandsway team has created a coalition, and the partnerships it’s formed
have yielded positive results. Whether they’re partnering with the nearby
Hester Street Fair (where Sons of Essex has a booth), working with the
Lower East Side Business Improvement District to produce a street fair
or collaborating with local photographers and brands, Sons of Essex is

getting involved in the neighborhood and cross-promoting with other
businesses, often collaborating on products and events that lend
themselves well to video content.
3. Let Video Break the News
Instead of having the video be an ancillary component of your message,
make it the vehicle of the message. If you’re opening a new location or
adding a new product to the menu, use a video to make the
announcement, and tease it on social media platforms without giving
people the story. This will incentivize customers to click through and
watch the video, so they’ll learn the news and recognize that your brand
is a source of good content, which can keep them coming back. Sons of
Essex introduced its brunch with the video above.
4. Get to Know the Local Bloggers
Once you’ve made a video, you want people to see it. Of course, you’ll
post it on to your Twitter and Facebook Page, but you should also seed it
to local bloggers, who are always looking for good content to post.
The Lower East Side has several blogs in the area, including
BoweryBoogie and The LoDown, and these outlets have picked up
videos by Sons of Essex. Nabbing coverage in local blogs gets the word
out to potential customers, while also bolstering community pride —
who doesn't want to support their local businesses?
5. Video is Just One Marketing Tool

Video, of course, isn’t the only avenue Sons of Essex has used to spread
the word. In addition to video and a hefty dose of organic word-of-mouth
marketing, the brand is gung-ho about social media, which
Levine says is "part of our everyday life." Sons of Essex also maintains
a presence on Facebook and Twitter.
"I believe that it's important to organically have a well rounded and
multi-pronged marketing plan," says Levine. That includes IRL events,
like the Hester Street Fair booth, T-shirts and branded skateboards, in
addition to Twitter, Facebook and YouTube videos. All of these
components increase brand awareness, which gets butts in the seats.
6. Don’t Go for the Hard Sell
"I am no expert on social media or viral videos, but content is king,"
says Levine. "Treat your videos less like commercials and more like an
informative story."
It's s a running theme in social media marketing — don't be overly
promotional. Social media is a great way to interact with customers and
stay top of mind so that when a customer arrives at a point where he's
ready to purchase, he goes with you instead of a competitor. You don't
need to beat people over the head with sales-y messaging.
With Sons of Essex planted on this history-ridden streets of the Lower
East Side, the brand opts to explore the neighborhood’s rich history. The
walls are decorated with photos of old Lower East Side residents from
the nearby Tenement Museum, and the cuisine represents a melting pot
of cultures. The restaurant has been described as “Bowery Boys meets

Gangs of New York,” and the Sons of Essex videos echo that, using cool
filters and fonts that evoke an earlier era.
While the videos feature mouth-watering dishes and cocktails, they don't
have the cheesy vibe of an Olive Garden or Red Lobster commercial,
where a special limited-time offer is explained and the price flashes in
huge font. Like Levine says, these YouTube videos are not commercials.
Use the platform to show off your business and its offerings, not to
aggressively push sales. The same approach applies to other social
media platforms, too — Twitter, Facebook, Instagram, Pinterest and
Tumblr are a way for a business to show its human side, not desire for
revenue. Be human and customers will come naturally.
“Don’t sell something, don't force a concept, don't force a product, don't
try too hard,” says Levine, who much prefers that his brand entertain or
teach instead. After all, Sons of Essex has an entire series of “How to
Make…” videos, in which bartenders and cooks show the ropes on the
restaurant’s best cocktails and drinks. That’s valuable content that’s
bound to be bookmarked and viewed time and again.
II. Video marketing tips
#1: Take advantage of video’s
branding opportunities
For branding purposes, have your
company logo displayed
prominently somewhere on the
screen. You can do this at all
times, or during key times in your
video.

In the image below, notice how the company logo is displayed in the
upper-left corner. You can display your logo throughout your video or
only at key times.
#2: Include your URL in your video
When you edit your video, take advantage of the different editing
features. One easy feature is to add a text box to your video. This is
where you can display your website address and it’s a great way to get
exposure.
Here’s a screen shot of Mari Smith’s YouTube channel. Notice how she
used a text box in her video to display key information, including her
website URL at the end of her video. Smart move!
#3: Make your title count
Just like a headline to a blog post, video titles can pull powerful traffic.
There are two main reasons why the title is so important. One, a great
title can instantly grab a viewer’s attention.
Two, when you use the appropriate keywords in your title, you are more
likely to show up on search engines when people are searching for your
topic. And remember Google owns YouTube, so there’s a story
connection between video and searching.
#4: Provide excellent content
Take some time to think about your ideal viewer. What do you know
that they’ll find valuable? What can you teach them? “How-to” videos
are extremely successful because not only do they offer great value to
your viewer, but also you’re able to showcase your knowledge and skill,
thus positioning yourself as an expert. This is key as you continue to
grow your brand

#5: Always provide an HTML link
When you post on YouTube, you have the option to write a short
description of your video. Always start with the link you want to drive
your viewers to so you don’t miss this key opportunity.
Here’s a snapshot of the description boxes from one of my YouTube
videos. Notice the placement of my website URL (it’s the first thing
you want to put in the box!) and the keywords I used in my title as well
as the description.
#6: Go beyond YouTube
Most people post their videos on YouTube. In addition to this, make
sure to always embed your video on your own website. This will
increase the amount of time people spend on your website and help grow
a captive audience.
Also, Google’s algorithms consider how many times a video is viewed,
and embedded video views you receive get added to the ‘views’ tally on
YouTube. This is important for showing up in Google search results!

Youtube marketing for restaurants

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