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4 Digital Marketing Strategies To Enhance Customer Experience

Superb Customer Experience Takes Precedence

Customer experience should be at the center of all paid services. And while the current political climate takes employee welfare and satisfaction into precedence, fact of the matter is, that it is customer patronage that keeps a business afloat.

Over the past few years, the demand for more efficient online stores, may it be with regard to the supply of certain merchandise or more responsive customer support, has exponentially increased. Being shuttered inside of our homes due to the global pandemic had admittedly helped in its realization. But then, it should also be noted that the demand is highly likely borne out of a more preferable business model. And this business model would see the satisfaction of customers even as they transact remotely.

To this effect, Digital Marketing appeals a great deal. From simply posting across Social Media to building a website that leverages Search Engine Marketing (SEM) and Search Engine Optimization (SEO), Digital Marketing is the way to go to not only gather a notable following but to render effective customer service.

But what is Digital Marketing anyway?

Digital Marketing pertains to the kind of marketing that is done online through digital technologies like computers, smartphones, and other channels of digital media. Like traditional marketing, the aim of Digital Marketing is to promote products and services to gather the patronage of customers, driving sales for proprietors and business owners.

This method of marketing saw development during the 1990s and 2000s in light of the creation, or more precisely, the explosion of internet technology into the mainstream. Extending well into the present day, no other means of marketing has become more effective in reaching out to more audiences regardless of demographic and geographical location.

Digital Marketing Strategies To Enhance Customer Experience

Data should be at the center of Digital Marketing for it to be successful. Data analytics in marketing can improve your segmentation strategy. This enables the business of the organization to predict the behavior of consumers, improve and streamline decision-making, and ultimately allow for the estimation of their ROI. In a report lodged back in 2020, the use of Digital Marketing has been observed to have grown over the course of 5 years. From $153.65 billion, its reach jumped to $260.36 billion. An impressive 78% of the sampled businesses report that understanding marketing technology has become an important skill across industries.

Meanwhile, from the customers’ end, high expectations are always in the cards when they engage in brands online. They have become tedious in their assessment of products they are thinking of purchasing, leading them to voraciously read online reviews to ascertain the viability of the products.

Digital Customer Experience is thus crucial. Defined as the total impression customers have of a business, the basis of Digital Customer Experience is primarily the digital engagement with it. What is being focused upon here is how customers see a business’ digital presence which is reflected across platforms that directly connect to the internet. Of course, it is influenced wholly by the technology on which it runs. However, it must be noted that other operational facets also factor into its success.

Having said these, let us take a look at the following Digital Marketing strategies that aim at improving customer experience.

1. Personalize!

It can be a major turn-off when customers are sent generic messages when being invited to avail of a company’s products. It goes without saying that customers are humans, which means they have conscious preferences and would want to be treated as individuals. When a brand communicates with them by sending them personalized emails or when the customer support representatives actually compose replies instead of sending templates, customers are more likely to feel validated. As a result, they would want to engage more with the brand.

2. Capitalize on AI

While personalized communication and actual conversations with customer support representatives build trust, Artificial Intelligence should not be disregarded altogether. 

Templated responses that inform customers when the online store they are visiting would be back are given, this assures them that they would be attended to soon. These become more valuable when the responses come with other contact details that would allow clients to reach the store extraneous from the online platform.

3. Improve and Standardize Omnichannel Experience

Omnichannel marketing integrates various channels to interact with clients with the aim of creating a consistent brand experience for them. What this means is that physical and digital venues for brands are used with great effectiveness so that both existing and prospective clients may experience smooth user experiences. Customers are given the option of either buying an item online or by picking it up at an actual retail branch.

Information through this strategy may be experienced in real-time. Ultimately, customers are given the chance to engage with products and services of certain brands on their own time.

4. Make Your Brand Available Across Different Channels

For this, simply promoting your brand across too many channels might only serve to overextend your resources. You have to find the right mix of channels on which your brand will appear. 

In an online study done in 2020, it was reported that the sound number of channels is pegged at 4 to 6. With this number, marketers are able to achieve a notable 77% in good responses among customers.

A good example is when a brand physically engages in an event and gets to have a conversation with a prospect. The business may opt to send an email to the said prospect that may lead to him or her availing of the products or services being offered. Once the prospect, now a client, receives the product, the business’s system could generate an automated email that prompts the client to review the product. The business could then respond to it by assessing the review and asking the client what else they could do to render more optimal results. The whole process already involves 4 channels, all of which take the client’s experience into account. This may be a basis for a good customer health score that could ultimately decide how the business with move forward with future transactions.

Client Satisfaction at the Forefront

Fostering a good customer experience through Digital Marketing takes not only consistency but also a savviness of the business owners in determining the sound channels which will further enrich their services and reach. What this entails of course is research and keeping abreast with the latest trends in the ever-changing terrain of Digital Marketing. 

With all the strategies that Digital Marketers can think of, it would serve them well to bear in mind one thing: businesses and service providers are always at the winning end when they put client satisfaction at the forefront.   

About The Author

Bash Sarmiento is a lifelong learner, writer, and educator from Manila. His academic background and extensive experience in teaching, textbook evaluation, business management, and traveling are translated into his works.

How To Market Your Restaurant Franchise?

How to market your restaurant franchise?- This is the second part of our “How to franchise your restaurant?” blog series. In the previous article, we discussed how to get ready for franchising, including legal requirements, FDD and franchisee registration, as well as hiring and training. In this blog, we’ll focus on the marketing aspects of restaurant franchising. We are going to take you through the basics and the most important aspects of franchise marketing- what it is, the types, and how you can market your franchise effectively.

In this post, we’ll discuss franchise location marketing rather than brand marketing, which includes things like mass media. Because the tactics we propose are focused on local marketing rather than television advertisements or other forms of mass media that help franchisees establish their brands.

As of June 2021, Subway had 37,540 locations in more than 100 countries and territories.

Does your franchise have what it takes to become the next Subway? The right marketing strategy is one of the most important factors here. Anyone, with the right marketing, can reach these figures.

What is restaurant franchise marketing?

How To Market Your Restaurant Franchise?

Before you even consider marketing your restaurant franchise, you must first understand what franchise marketing is.

Franchise marketing is basically all those activities that you do to grow as a brand. Franchise marketing might involve pay-per-click advertising, email marketing, SEO, trade exhibitions, content marketing, commercials, and other activities that a franchise engages in to expand.

It entails attracting new customers, keeping them engaged so that they become loyal patrons, and raising brand awareness.

Now, let’s quickly hop on to the marketing strategies required to market your restaurant franchise.

How to market your restaurant franchise?

How to market your restaurant franchise?

Answering the question- “How to market your restaurant franchise?– might seem like a lot of work, but trust us, with careful planning and implementation, it’s not that hard. Here, we’ll walk you through some best practices for a smooth and effective approach.

The first stage in planning any marketing strategy, let alone franchise marketing, is to conduct thorough research on your customers, their interests, geography, demographics, and other factors, as well as to define the personas you will be targeting. Following that, you’ll need to choose the channels through which you’ll put your message out.

Franchise marketing channels-

Franchise Marketing channels

We’ll go over the franchise marketing channels at each stage of the A2A funnel.

A2A Marketing funnel


1) The Awareness Stage

Social media marketing-

Social media marketing

One of the most effective ways to raise awareness has been through social media. People spend an average of 1.4 hours every day on social media sites, sharing their thoughts and opinions and conversing with others.

This is the time to make a good first impression and position yourself as a thought leader in your field. The goal of the plan is to present your brand to customers by producing material that catches their attention. The benefit of incorporating social media into your marketing strategy is that it allows you to reach a much larger audience without requiring significant marketing spending.

Optimizing the customer experience at each of these touchpoints is critical to converting a cold lead into a profit-generating customer. Developing a social media funnel attitude may assist you in fine-tuning your approach, increasing audience engagement, and, most crucially, increasing conversions at each stage of the buyer’s journey.

2) Engagement stage

a) Online Reputation Management

Online reputation management

Restaurant franchises have long relied on word of mouth to reach out to their consumers and establish their brand, in addition to traditional marketing techniques and paid advertising. While the internet’s expansion provided chances to promote your company to a larger audience, it also brought a number of obstacles. 

Maintaining an online presence isn’t enough; you need to monitor and update your listings on a regular basis. Customers are attracted to a restaurant based on online ratings and reviews. A negative review is no longer limited to a disgruntled customer’s personal circle of friends; instead, it can reach millions of potential customers. As a result, managing your restaurant’s online reputation is critical.

b) Local Marketing

Local marketing

Local restaurant marketing is more than just handing out flyers. Contributing to causes that are important to your customers and match your company’s beliefs is, in fact, the best approach to generate goodwill with your customers. Collaborating with local companies can provide your restaurant with a number of advantages, including increased brand recognition and revenue.

In fact, most well-known restaurants, such as Chipotle and Pizza Hut, have regular fundraisers with public schools, sports organizations, libraries, and youth community groups.

Working with local groups such as animal shelters and non-profits, you can organize charity events, fundraisers, and Spirit Nights for your franchise businesses. The collaborating organization receives a percentage of the traceable sales revenues.

c) Email marketing

Email marketing
  1. According to Marketing Sherpa, 72 percent of consumers prefer to communicate with businesses via email.
  2. Every day, at least 91 percent of consumers check their email.

Sending emails to promote your business is known as email marketing. Restaurant Email marketing has been around for a long time and is still being used by businesses to send out brand updates, promotions, coupons, and to stay in touch with new and existing customers.

Emails are an excellent way to communicate with your consumers and stay in touch with them on a regular basis. In fact, there are a plethora of inventive methods to use emails to communicate the proper marketing message to your restaurant’s patrons.

3) Acquisition stage

a) Website

77% of the diners visit a restaurant’s website before placing an order. 88% of online website visitors are less likely to return to a website after a poor experience [Gomez], losing you a wealth of potential customers. Numbers speak for themselves, hence you need to consider creating a quality website, that is fast, easy to navigate through, and the most important thing, it should be mobile-friendly.

There should be a balance between having a single website and having several location-level websites – restaurants are hyperlocal in nature, yet managing a single website provides the appearance of a chain and comes with scaling and ensuring consistency. You should make sure that your store’s information is up to date on Google My Business, Yelp, and other sites.

Also have a properly optimized and easy-to-understand menu, with proper descriptions for your customers to easily place orders. Make sure that you have proper contact information and pop CTAs (order online) for you to not lose a single customer to the fact that they didn’t know where to place an order on your website!

b) SEO

According to research based on more than 80 million keywords and billions of results, 28.5 percent of searchers click on the first Google result, 15.7 percent on the second, 11% on the third, and 24.8 percent on the fourth to tenth. Many people rely on Google to discover the appropriate answers to their questions, with little over 3.5 billion searches per day. This is where search engine optimization (SEO) comes into play in your franchise marketing plan. The difference between a continuous flow of leads and no visitors can be determined by optimizing and ranking for the right keyword.

4) Loyalty Stage

a) Birthday clubs and loyalty programs

Birthday clubs and loyalty programs

Restaurants had been successfully using punch cards to create a regular client base long before the switch to mobile platforms. The entire landscape of loyalty programs is undergoing a revolution as a result of the introduction of simple mobile platforms. 

With nearly 30% of restaurants offering a customer loyalty program and 69 percent of consumers reporting that where they may earn rewards influences their restaurant decision, it’s clear that a loyalty program is a great way to market your franchise restaurant.

Birthday clubs can be a fun way to interact with your clients.

Customers who had not planned to visit your restaurant may decide to do so after hearing about the deal.

5) Advocacy Stage

People are more likely to trust a brand that comes highly recommended by their friends and family than any other type of advertising. Referral programs are a great way to turn your most loyal customers into brand ambassadors while also collecting consumer data.

IMPORTANCE OF DATA DRIVEN-MARKETING IN MARKETING YOUR RESTAURANT FRANCHISE

IMPORTANCE OF DATA DRIVEN-MARKETING IN MARKETING YOUR RESTAURANT FRANCHISE

In practically every industry, data is used, and the restaurant industry is no exception. The days of restaurant owners thinking of this as a day-to-day operation are long gone. Read this post to learn how to adopt data-driven marketing in your restaurant franchise- https://www.mkonnekt.com/blog/resources/7-strategies-to-boost-your-restaurant-sales-with-data-driven-marketing/

Wrap up

Now that you know how to promote a franchise, you can pick and choose which strategies to employ and get to work.

We can be of great assistance to you if you’re wanting to market your franchise restaurant. Know more and request a demonstration of our 4Q-marketing platform today!

How Do You Get Customer Data To Boost Your Restaurant Sales With Data-Driven Marketing

How Do You Get Customer Data To Boost Your Restaurant Sales With Data-Driven Marketing? – The Answer, The A2A Approach 

It is very vital to get customer data to boost your restaurant sales with data-driven marketing. Understanding a customer’s journey as they learn about your organization, develop an affection for your products and services, and eventually become an advocate for your brand is an important part of expanding your business.

The process isn’t easy, but once you grasp the customer’s perspective, you’ll be able to guide them through the many stages of the journey.

The customer life cycle boils down to this. You carry out marketing operations that move customers through the stages of the customer life cycle. This allows you to expand your company.

One of the key problems that arise when talking about data-driven marketing is, “Where do you get your consumer data and how do you collect it in order to analyze and use it afterward?”

The answer is simple; it is just a matter of understanding marketing to see how you can turn small platforms into data-producing machines.

Get Customer Data To Boost Your Restaurants Sales With Data-Driven Marketing

Here in this article, we’ve gone over the foundation of how and where you may get customer data to boost your restaurant sales with Data-Driven Marketing in each buyer stage of the A2A funnel.

Get Customer Data To Boost Your Restaurant Sales With Data-Driven Marketing at Different Stages-

The Awareness Stage

  • Organic and paid social media
Organic and paid social media

One of the most effective ways to raise awareness and collect customer data is through social media. People spend an average of 1.4 hours every day on social media sites, sharing their thoughts and questions and conversing with others.

This is the time to make a good first impression and position yourself as a thought leader in your field. The quantity and quality of leads you generate at this level are determined by your actions. At this point, the aim is to expose your brand to the customer by posting material that catches their attention. The benefit of incorporating social media into your marketing strategy is that it allows you to reach a much larger audience without requiring significant marketing spend and in turn Get Customer Data To Boost Your Restaurant Sales With Data-Driven Marketing.

The Engagement Stage-

  • Specials and contact page on your website
Specials and contact page on website

Create a contact page on your website and invite people to sign up for your restaurant’s specials. It’s a really straightforward method of obtaining client information.

You may also run Facebook and Instagram advertisements and give a CTA for the same when your aim is to collect customer data.

  • Social Media
Social media

Determine the variants of posts that drew the most attention and write content that engages your customers and distinguishes your product while answering the question of why they should buy from you.

It would benefit you to also plan activities such as live Q&As, webinars, tournaments, or live events, as well as host contests or giveaways.

Spend some time responding to reviews, comments, and mentions of your brand. These activities with help you get customer data to boost your restaurant sales with data-driven marketing.

  • Chatbots
Chatbots

Chatbots are an excellent method to connect with your visitors, interact with them in real-time, solve their queries, make the ordering process seamless, and send promotional offers directly to your consumers’ inboxes. They deliver an interactive experience that is completely automated. When you communicate with a chatbot, it’s as if you’re conversing with a real person.

According to Statista, 11% of the world’s population uses Facebook Messenger every month. Facebook Messenger and other live chat services can gather a wealth of information about each individual customer.

The Acquisition Stage-

  • POS systems
POS Systems

You have complete control over your POS systems. You’ll be able to manage your delivery and takeaway orders while simultaneously collecting and tracking all of the information your customers give you. This provides you, as a restaurant owner, to categorize them, ranging from the casual user to committed customers. You may contact your consumers directly, send them excellent offers, retarget them, and fully automate the process—your restaurant, your customers—using the power of data and information. From beginning to end, the service is completely branded.

  • Integrated feedback software
Integrated feedback software

At mkonnekt, we have developed a software called Kritiq, which is incorporated into our online ordering platform Foodkonnekt and sends a feedback email with each order. This allows you to learn extensive information about your customers’ experiences and how you can use it to vastly improve your strategies.

You can do something similar by sending out feedback email campaigns and online surveys and getting a hold of your customer experiences.

The Loyalty Stage-

  • Loyalty Clubs And Birthday Programs
Loyalty Clubs And Birthday Programs

On multiple media platforms, ensure that you promote your birthday clubs and loyalty programs. These are some of the most effective methods for gathering vital client information. You may give your consumers personalized weekly deals, birthday specials, and many more freebies using these platforms. When a customer joins your program, it’s a sure sign that they’ve reached the loyalty stage of the marketing funnel!

The Advocacy Stage-

The Advocacy Stage

The ultimate goal of your marketing funnel should be to convert loyal consumers into proactive advocates for your company. People are more likely to trust a brand that their friends and family recommend over any other form of advertising. Referral programs are an extremely beneficial method to transform your most loyal customers into brand advocates and collect customer data as well. Essentially, they function the same way targeted promotions do, attracting customers who have brimming interest in your restaurant’s products.

Wrap up-

Getting customer data at every part of the marketing funnel is essential to a restaurant’s sales and performance. Learning how to incorporate this data in our technologically reliant society is a must to ensure success.

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