There’s no denying the latter half of 2021 has seen some major shifts in consumer behaviour, and local businesses have had no choice but to get creative and innovative, all the while maintaining a strong sense of resilience.
How do you continue to thrive during lockdown and bounce back better than ever once your doors reopen?
With strategic and on-trend marketing techniques, that’s how!
Let’s take a look at the top trends you need to consider for your hospitality business.
Empower your customers
We’re witnessing more and more customers voice their support for local businesses, and it pays to use this word-of-mouth trend to your advantage. Let your customers become your biggest promoters. How do you get them on board without signing on the dotted line? Give them a reason to shout about your brand or service.
This can be done through a thought-provoking social post, an exclusive offer or simply knocking their socks off with an unforgettable customer service experience. Make your customers feel special and they’ll repay the favour without even realising.
Create video content
You may not have been ‘there’ in a physical sense of late due to restrictions and closures, but that doesn’t mean you can’t be there in other ways. The down time can be used to enter unfamiliar territories that could shock and delight your customers. Video marketing can be used to expose a side of your business that your customers may not have seen before. Build your brand, connect with customers and strengthen your relationships by creating engaging video content for your social channels.
Video content is also a great tool to educate and inform your customers about your product or service. It’s clear, easy to digest and can be viewed across a number of platforms.
Personalisation
Personalised marketing will make your business stand out above competitors who are still blasting out generic ads that customers see straight through. Customise your content and emails to capture your customers’ attention and give them the experience they’re searching for.
If you’re unsure where to start out with personalisation, email marketing campaigns are an effective and affordable place. Segment your customer database and tailor your content to suit customer preferences and behaviours.
Location-based marketing
The acronym ‘LGA’ has gained a lot of traction in 2021 and it’s no news that customers are confined to smaller areas. This consequently affects their buying behaviour. A family who once travelled 30 minutes to their favourite restaurant for Sunday brunch is now likely ordering take-away from a cafe two blocks away from their house.
It’s safe to assume ‘cafes/restaurants/shops near me’ is getting a workout in Google search, so make sure you can be easily found, your details and opening hours are accurate, and that your website is easy to navigate.
Multi-channel marketing
Be front and centre at all times and give your customers the flexibility to interact with your brand on their terms. How can you achieve this? You need to reach your customers on all channels, across all their devices. Have a strong social presence, allow for customer queries on all devices and send emails or newsletters frequently. Customers search for the same information in a variety of ways. For example, one might search for your menu on yours or a third party’s website, whereas another might head straight to your Instagram feed for a visual of what’s on offer.
Now is the time to revisit your marketing strategies. Get ahead of the pack with the latest trends and get your brand noticed.
