Reaching Restaurant Customers with an Online Newsletter

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In this presentation I look at reaching customers of my small business with an online newsletter. I examine why a newsletter is important, even if you use social media; how to build a database; content & publication frequency; and some of the legal issues to be aware of.

James Gill
Restaurateur &
Social Media Marketer
Co-owner of Chef’s Menu, a busy restaurant located
In Lower Sackville, NS.
Successfully used social media to market Chef’s Menu
and increase sales by 30%.
www.linkedin.com/in/jamesigill
www.chefsmenu.ca
www.facebook.com/ChefsMenu
All images & original content © James I. Gill, 2017

Today’s Menu
• Why bother with a newsletter?
• Online mail database providers
• Building your mail database
• Newsletter content
• Publication Frequency
• “Oh no, people are unsubscribing”
• Legal Issues
• Questions & Answers

Low Organic Reach
Facebook & other social media
platforms control how much
content reaches your fans.

Reach Your
Customers Directly
Online mail list allows direct
communication with your
customers.

Facebook Audiences
Source Data
Use your mail list to create
Facebook Audiences for
marketing campaigns.

Understand Your
Customers
Use Facebook Audience Insight
to better understand who your
customers are.

Lots to Choose
From
• Constant Contact
• AWeber
• ConvertKit
• MailChimp
• etc.

Sign Up Form
Easy to integrate into your
online presence.
Easy to remember URL.

Double Opt-In
Helps confirm email
addresses.
Keeps you legal.

Ability to Export List
It’s your list of email addresses,
be sure you can export it.

Email Templates
Easy to use templates for
creating emails.

Reports
• Growth rates
• Unsubscribe rates
• Open rates
• Click rates

In Store
• Table tents and other displays
• Menus
• Checks

Online
• Prominent link on website
• Facebook & other platforms

Buying Emails
What is an email address
worth to you?

Contests &
Give Aways
Ask people to sign up to be
entered to win something.
Higher unsubscribe rate.

Conversion
Campaigns
Run paid campaigns to
encourage sign ups.

Daily Specials
for the Week
Gives you at least something
to publish.

Upcoming Events
Build a buzz for upcoming
special events.

Relevant Stories
Customers want to hear about
your business.

Be Consistent
Whatever schedule you
choose, be consistent.
Weekly or monthly.

Don’t Take it
Personally
You want a high-quality list –
people who want to receive your
Newsletter.

Understand Why
If people unsubscribe en masse,
you may have a problem.

Possible Reasons
for Unsubscribes
• No perceived value
• Content not relevant
• Publishing too frequently
• Poor layout

CASL
Canada's anti-spam legislation
(CASL) came into effect July 1, 2014.
Enforcement is divided between
three bodies.

1/ CRTC
Concerned with how you
gather info and communicate
with people.

Consent
• Expressed or implied.
• Double Opt-In.

Identification
You must identify who the
sender is.

Unsubscribe
Mechanism
There must be a way to
unsubscribe.

2/ Competition
Bureau
Concerned with false or
misleading representations and
deceptive marketing practices in
the electronic marketplace.

Don’t be Misleading
The email subject line should
accurately describe what the
email contains.

3/ Office of the
Privacy Commissioner
Concerned with protecting
personal information.

PIPEDA
The Personal Information
Protection and Electronic
Documents Act (PIPEDA).

Safeguarding
Information
You’re responsible to safeguard &
protect the personal information
of people on your email list.

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From Hope to Despair: The Top 10 Reasons Businesses Ditch SEO Tactics Are you tired of seeing your business's online visibility plummet from hope to despair? When it comes to SEO tactics, many businesses find themselves grappling with challenges that lead them to abandon their strategies altogether. In a digital landscape that's constantly evolving, staying on top of SEO best practices is crucial to maintaining a competitive edge. In this blog, we delve deep into the top 10 reasons why businesses ditch SEO tactics, uncovering the pain points that may resonate with you: 1. Algorithm Changes: The ever-changing algorithms can leave businesses feeling like they're chasing a moving target. Search engines like Google frequently update their algorithms to improve user experience and provide more relevant search results. However, these updates can significantly impact your website's visibility and ranking if you're not prepared. 2. Lack of Results: Investing time and resources without seeing tangible results can be disheartening. The absence of immediate results often leads businesses to lose faith in their SEO strategies. It's important to remember that SEO is a long-term game that requires patience and consistent effort. 3. Technical Challenges: From site speed issues to complex metadata implementation, technical hurdles can be daunting. Overcoming these challenges is crucial for SEO success, as technical issues can hinder your website's performance and user experience. 4. Keyword Competition: Fierce competition for top keywords can make it hard to rank effectively. Businesses often struggle to find the right balance between targeting high-traffic keywords and finding less competitive, niche keywords that can still drive significant traffic. 5. Lack of Understanding of SEO Basics: Many businesses dive into the complex world of SEO without fully grasping the fundamental principles. This lack of understanding can lead to several issues: Keyword Awareness: Failing to recognize the importance of keyword research and targeting the right keywords in content. On-Page Optimization: Ignorance regarding crucial on-page elements such as meta tags, headers, and content structure. Technical SEO Best Practices: Overlooking essential aspects like site speed, mobile responsiveness, and crawlability. Backlinks: Not understanding the value of high-quality backlinks from reputable sources. Analytics: Failing to track and analyze data prevents businesses from optimizing their SEO efforts effectively. 6. Unrealistic Expectations and Timeframe: Entrepreneurs often fall prey to the allure of quick fixes and overnight success. Unrealistic expectations can overshadow the reality of the time and effort needed to see tangible results in the highly competitive digital landscape. SEO is a long-term strategy, and setting realistic goals is crucial for success. #SEO #DigitalMarketing #BusinessGrowth #OnlineVisibility #SEOChallenges #BostonSEO

No Cookies, No Problem - Steve Krull, Be Found Online

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

In the face of the news of Google beginning to remove cookies from Chrome (30m users at the time of writing), there’s no longer time for marketers to throw their hands up and say “I didn’t know” or “They won’t go through with it”. Reality check - it has already begun - the time to take action is now. The good news is that there are solutions available and ready for adoption… but for many the race to catch up to the modern internet risks being a messy, confusing scramble to get back to "normal"

Mastering The Best Restaurant Advertising Campaigns Detailed Guide

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From Hope to Despair The Top 10 Reasons Businesses Ditch SEO Tactics.pptx

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Mastering The Best Restaurant Advertising Campaigns Detailed Guide

Reaching Restaurant Customers with an Online Newsletter

1. Reaching Restaurant Customers with an Online Newsletter

2. James Gill Restaurateur & Social Media Marketer Co-owner of Chef’s Menu, a busy restaurant located In Lower Sackville, NS. Successfully used social media to market Chef’s Menu and increase sales by 30%. www.linkedin.com/in/jamesigill www.chefsmenu.ca www.facebook.com/ChefsMenu All images & original content © James I. Gill, 2017

3. Today’s Menu • Why bother with a newsletter? • Online mail database providers • Building your mail database • Newsletter content • Publication Frequency • “Oh no, people are unsubscribing” • Legal Issues • Questions & Answers

4. Why Bother With a Newsletter?

5. Low Organic Reach Facebook & other social media platforms control how much content reaches your fans.

6. Reach Your Customers Directly Online mail list allows direct communication with your customers.

7. Facebook Audiences Source Data Use your mail list to create Facebook Audiences for marketing campaigns.

8. Understand Your Customers Use Facebook Audience Insight to better understand who your customers are.

9. Online Mail Databases Providers

10. Lots to Choose From • Constant Contact • AWeber • ConvertKit • MailChimp • etc.

11. Sign Up Form Easy to integrate into your online presence. Easy to remember URL.

12. Double Opt-In Helps confirm email addresses. Keeps you legal.

13. Ability to Export List It’s your list of email addresses, be sure you can export it.

14. Email Templates Easy to use templates for creating emails.

15. Reports • Growth rates • Unsubscribe rates • Open rates • Click rates

16. Building Your Mail Database

17. In Store • Table tents and other displays • Menus • Checks

18. Online • Prominent link on website • Facebook & other platforms

19. Buying Emails What is an email address worth to you?

20. Contests & Give Aways Ask people to sign up to be entered to win something. Higher unsubscribe rate.

21. Conversion Campaigns Run paid campaigns to encourage sign ups.

22. Newsletter Content

23. Daily Specials for the Week Gives you at least something to publish.

24. Upcoming Events Build a buzz for upcoming special events.

25. Relevant Stories Customers want to hear about your business.

26. Publication Frequency

27. Be Consistent Whatever schedule you choose, be consistent. Weekly or monthly.

28. People are Unsubscribing!

29. Don’t Take it Personally You want a high-quality list – people who want to receive your Newsletter.

30. Understand Why If people unsubscribe en masse, you may have a problem.

31. Possible Reasons for Unsubscribes • No perceived value • Content not relevant • Publishing too frequently • Poor layout

32. Legal Issues

33. CASL Canada's anti-spam legislation (CASL) came into effect July 1, 2014. Enforcement is divided between three bodies.

34. 1/ CRTC Concerned with how you gather info and communicate with people.

35. Consent • Expressed or implied. • Double Opt-In.

36. Identification You must identify who the sender is.

37. Unsubscribe Mechanism There must be a way to unsubscribe.

38. 2/ Competition Bureau Concerned with false or misleading representations and deceptive marketing practices in the electronic marketplace.

39. Don’t be Misleading The email subject line should accurately describe what the email contains.

40. 3/ Office of the Privacy Commissioner Concerned with protecting personal information.

41. PIPEDA The Personal Information Protection and Electronic Documents Act (PIPEDA).

42. Safeguarding Information You’re responsible to safeguard & protect the personal information of people on your email list.

43. Q & A

Reaching Restaurant Customers with an Online Newsletter

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