Tag Archives: mobile devices

Digital Marketing Tips for your Business

Digital Marketing plays a key role in growing businesses of all shapes and sizes, all around the world. In this highly competitive landscape, it has never been more important to keep up to date with the latest changes and advancements in digital marketing.

In this Infographic, we show the importance of digital marketing to businesses today and the digital marketing techniques that marketers find most effective.


How Digital Platforms Influence Dining

Today’s busy customer expects restaurant-quality meals ordered in a few clicks on their phone and delivered to their door. Tall order, anyone?

Business owner Kate Toon says having food delivered to her door (or hotel) is a huge bonus. “I travel a lot and UberEats gives me a chance to try something new. As a vegetarian, there are so many options on the website.”

Recent research by finder.com.au found Australians spend $2.6 billion annually on having food delivered through companies like Menulog, UberEats, Deliveroo and Foodora. Aussies clearly love the convenience and choice offered by these companies. It’s also commonplace to look up a restaurant and read reviews before choosing to eat there.

So, how do these digital platforms affect restaurant owners?

Read Google and TripAdvisor reviews

Many people look up restaurants on TripAdvisor or read Google reviews before making a reservation. Instagram is also a big influencer for millennials. Research shows one in three millennials avoid eating at restaurants that are not active on Instagram.

According to ReviewTrackers, 63 percent of people check Google reviews before visiting a business while 94 percent of customers avoid a company if they’ve read negative reviews.

Make sure you keep an eye on your listings and regularly search for any unhappy customers who may be sharing negative experiences, relating to your business, online. Quickly addressing these reviews can turn an unhappy customer into a raving fan. By proactively acknowledging their complaint online and replying reflects positively on your business.

Tip: If social media overwhelms you, take it slow. Either hire one of your tech-savvy employees to #hashtag your social content, or learn how to do it yourself. Every 28 seconds, someone tags an Australian hotel, restaurant, or bar on Instagram. Don’t miss valuable social media traffic that can turn into actual customers.

Delivering food to customer’s door

Food delivery platforms like UberEats, Menulog and others have transformed the whole dining experience for customers in Australia. Even hatted restaurants like Sake allow customers to order through UberEats.

According to Morgan Stanley, more people will order takeaway food online by 2025 and the industry will be worth $4.2 billion. Busy customers are demanding more convenience and high food quality, as working hours become longer.

In Australia, UberEats, Menulog and other delivery companies have a list of restaurants on their websites. Customers order their meals through an app or the website.  The restaurant receives the order, makes the food and packs it ready for delivery. UberEats’ drivers take the food to the customer’s home or office while Menulog has restaurants make the deliveries themselves.

Get new customers

For Nerissa, owner of Lankan Tucker in Brunswick West, UberEats has brought more customers to their business since they signed up less than a year ago. “Despite the large commission (35 percent) charged by UberEats, we’ve managed to reach a lot more people who may not have found us otherwise,” she says.

“We’ve had a few issues with food going missing from bags or food going cold, which are beyond our control. Overall, the biggest benefit of being on UberEats has been more customers,” says Nerissa.

Running a restaurant is tough. Keeping up to date with what your customers want, and continuously looking for ways to increase sales and profits will keep you in business.

Digital platforms might be a way to reach more customers. But you also need to prepare for drivers turning up late, dropping off multiple orders affecting food temperature, high commissions affecting profit margins and kitchen staff stretched during busy times.

Like any other method, this approach needs careful analysis, monitoring and rapid problem solving to keep on top of results.

By Rashida Tayabali

Online Drives Customers to Your Door

For such small devices, smartphones have had a massive impact on the way we do almost everything, including marketing.  Long gone are the days when customers arrived at your doorstep by car or by foot.  These days, customers are most likely to find you online.

While creating a website is easier than ever before, it still takes time.  But there is another way to drive customers to your door that is both quick and easy to implement.

What is Google Maps?  

Google Maps is a web mapping service. It offers satellite imagery, street maps, 360° panoramic views of streets, real-time traffic conditions, and route planning.

If you’re not currently using this nifty feature, you may as well not exist.  People look through their smartphones like a second pair of eyes.  In 2015, the use of mobile devices surpassed the use of computers for local search activity.  An added bonus for those with websites, is that Google Maps is beneficial for search engine optimisation (SEO) as well.

Shopping and choosing with Google Maps

Mobile devices now play a significant role in shopping, with 52 per cent of smartphone users saying they look for local information while they’re on the go, and 90 per cent admitting they use their devices while actively shopping.

Significantly, Google reports that over half of consumers visited a store or business within one day of using their smartphone to conduct a local search. This means customers are increasingly relying on their smartphones to find the closest, and best choice for them.

So how do you make sure they find you?

Businesses with a website still carry the critical responsibility of making sure it is optimised for mobile browsing.  Not only is a mobile-responsive website easier to view, but optimised websites like these are automatically favoured by Google algorithms, allowing them to be seen above competitors in search results. For businesses in a saturated, competitive market, this can be the difference between success and failure.

If your business is not currently listed on Google Maps, you may as well be trading underground.  Not sure how to register? Follow these quick steps to get started:

Using your computer…

  • Open Google Maps and make sure you’re signed in;
  • Zoom in on the map and pinpoint the location of your business;
  • Towards the bottom right, click ‘Send feedback’;
  • Click ‘Add a missing place’;
  • Drag the marker where your business is, and add any relevant information;
  • Click ‘Submit’.

Avoid tiny mistakes

This may seem redundant to mention, but it’s imperative to check that your listed details are correct. A tiny mistake in your address or phone number could cost you thousands in traffic (not to mention dollars).  

Small businesses doing it well

Despite facing tough competition from a dozen or more pizzerias in close proximity, Queensland restaurant Julius Pizzeria not only shows up on searches for South Brisbane, but ranks higher in Google search results when searching for similar businesses in neighbouring suburbs too.

Additionally, the 103 overly positive reviews on Google (at the time of this article) further endorses the popularity of the venue, taking visitors straight to their website and online booking form.

Curiously, Julius Pizzeria is located down a relatively small laneway, with limited access and parking.  If the business was reliant on actual foot traffic, it’s possible that the cosy little restaurant might face the danger of never being found.  Fortunately, through maximising their online exposure, Julius is quickly gaining a reputation as a restaurant in demand.

Likewise, Carolina Kitchen is a cute American style diner in a little corner of Coorparoo.  A local search for several of their keywords takes customers straight to reviews on reputable sites or apps like Urbanspoon and Zomato.  These kinds of websites allow prospective diners to filter restaurants by location, putting them one click away from Google Maps for immediate directions.

Show up

It’s easy enough to make sure you show up in local searches even if you haven’t got your website up and running yet.  Let your customer’s smartphones drive them straight to your door. Top it off by wooing them with your food and service so they leave you with a great review as well.

About the Author

Lana de Kort is a published author and business writer with over 20 years experience working with industry, commerce and community.  In 2014 she co-founded a network of over 21 writers across Australia.