3 Steps to reach more customers

In the competitive hospitality industry, creating memorable customer experiences involves more than just serving great food and drinks. The true magic lies in maintaining meaningful connections with your customers and community. 

Staying in touch with your customers is crucial for building loyalty, driving repeat business, and establishing a positive reputation.

Regular communication through social media, email, or loyalty programs will help you:

• Stay top-of-mind with customers.
• Share promotions, special events, and menu updates.
• Gather valuable feedback to enhance your offerings.
• Foster a sense of community, making customers feel valued and encouraging recommendations.
• Keep customers updated during unforeseen circumstances, encouraging their return.

If you're looking to build a loyal customer base and thriving community, these three steps below will help you foster loyalty, build community, and ensure your business stays top-of-mind.

Step 1: Gather your customer contacts

Building direct communication with your customers puts you in control of your message. Thoughtful updates, special offers, and invitations can be delivered directly, fostering trust and turning one-time visitors into loyal customers.

With open rates in Australia as high as 94%, texts have surpassed emails for getting in touch with customers (Swift Digital). 

Here are some activities to help build that database:

• Build an email subscriber list: Start collecting customer emails at every opportunity (online reservations, loyalty programs, etc.). Always get permission and offer incentives like exclusive discounts or early event access. Focus on sending quality, relevant content.
• Build an SMS subscriber list: SMS marketing offers fast, personal, and highly engaging messages. Use them for timely updates, exclusive deals, or unique offers to encourage quick action. Keep messages concise and avoid spamming.
• Send a warm welcome: Make a great first impression. Send a welcome email to new customers, ideally with a discount or special offer for their next visit. This is also a perfect chance to invite them to subscribe to your email or SMS list.
• Ask for reviews: Happy customers sometimes need a nudge! Remind them to share positive experiences by providing direct links to your Google, Facebook, and TripAdvisor pages.

A study reported that 92% of consumers trust online reviews when making dining decisions (Payroller). More positive reviews can offset occasional negative comments.

• Send thank you notes: Show genuine gratitude. Email a thank you message after their visit, expressing how valuable the customer is to you. This makes customers feel valued and encourages their return.
• Mark milestones: Acknowledge customer birthdays or the anniversary of their first visit with an email or even a handwritten card. A small gift or discount can make a big impact.

Step 2: Expand your community

Once you have strong customer communication channels, it's time to build and strengthen your community. This includes using social media, creating engaging events, and activating positive word-of-mouth to increase customer retention and attract new patrons.

• Up your social media presence: Regularly post content on your Facebook/ Instagram/TikTok pages to attract and retain followers. Share stories relevant to your audience to drive engagement.
• Promote contests and giveaways: Run social media contests that encourage customers to tag friends or share their dining experiences, boosting engagement and attracting new guests.
• Host exclusive previews: Design events exclusively for your email or SMS subscribers. These can include menu tasting nights, chef's table experiences, farm-to-table dinners, or cooking classes. Such events make regulars feel valued and generate excitement and loyalty.
• Host community events: Organize events like live music nights, trivia contests, or art exhibitions to attract new customers and establish your venue as a community hub.
• Join forces with local businesses: Partner with nearby florists, boutiques, or artists for co-promotions or joint events. These collaborations expand your customer base by tapping into the loyal customers of other local businesses.

Step 3: Keep them coming back 

Once your community is established, keep things fresh and interesting by investing time in new offerings and staying on top of trends. Your team can be a great source of ideas and suggestions.

60% of consumers said joining a loyalty program changed their spending behavior in at least one way, including increasing buy frequency and choosing the brand over competitors (McKinsey Australia Insight Survey).

• Keep posting: Regularly post engaging content on Instagram, Facebook, or TikTok. Pay attention to posts that get the most attention to focus your efforts.
• Go 'live' on social media: Host live Q&A sessions, cooking demonstrations, or events on Instagram or Facebook Live to boost real-time connection.
• Embrace seasonal themes: Celebrate holidays or local events with themed menus or discounts to keep your restaurant or cafe relevant year-round.
• Optimise your website: Ensure your website is user-friendly, up-to-date, and includes features like online reservations, takeaway orders, and an events calendar.
• Create a customer feedback loop: Ask for feedback through surveys or review platforms. Acknowledge suggestions and implement visible improvements based on customer input.
• Add to your Google listing and TripAdvisor page: Regularly post photos and updates to these pages to improve your ranking and entice both tourists and locals.

Building a loyal customer base and a community invested in your success has everything to gain. Get started today!

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