The document summarizes key points from a roundtable discussion on how hospitality businesses can engage customers through digital marketing and social media. It was discussed that most customer purchasing decisions are made online through research on search engines, social media, reviews sites and booking sites. It was recommended that hospitality businesses find their target customers online through social media, build communities of followers, promote content regularly through blogs and social media to engage customers and drive them to make bookings on the business website. Using visual content like photos, videos and infographics was also emphasized as an effective way to engage customers online.

1. How Hospitality businesses
can engage with customers
to grow the top line
www.wellersaccountants.co.uk

2. Hi I’m @MatthewPWyatt
A partner at Wellers

3. There is an area Wellers has plenty of
experience in…

4. Professionally advising
hospitality businesses

5. As part of this
we hold
Roundtables
to…

6. Bring together
owners &
managers of
restaurants, pubs,
hotels & caterers

7. So they can,
discuss, learn
and share
opinions on
topical
industry
matters over
lunch

8. The latest one
was on digital
marketing &
social media

9. Here’s a summary of some of what was covered

10. Lets start with
your
customers

11. How & when do they
go about buying
things?
Who are they & how
well do you know
them?

12. 65% of Europeans will go to google or another
search engine when they have a need to purchase
something
Source: Hubspot

13. People
educate
themselves
They research
online before
making a
purchasing
decision

14. They use:
Social media
Online review
sites
Booking sites

15. Means most of
the purchasing
decision is
made before a
customer calls
you
The customer
is in control!

16. What
experience
is your
customer
looking for?
Build up a
picture of
your typical
customer

17. Find your
customers
online…
Through
social
media

18. & build
communities of
followers
But how & why?

19. How?

20. Promote your
social media
on premises
Get customers to connect with you

21. Facebook
check in
Tip:
Use WiFi offer
to collect
customer data

22. Create a blog as part of your website

23. Blog regularly

24. Promote blog posts on social media & link back
to your website

25. After all it’s on your website where customers
should book

26. If they reserve a table through booking sites then
that can hurt your margins

27. So best get
them to
book
through
your
website
where
possible

28. Make your
content:
• Useful
• Informative
• Humorous

29. Get
customers
to
subscribe
to your
website
through:

30. Then email them your
latest blog posts to
engage your audience
&…

31. Create loyalty & repeat custom!
After all according to
QSR Magazine, loyal customers
spend 67% more than new ones

32. Some ideas
for blogging
& social
media

33. 10 ways
restaurants are
communicating
online
Source: Digital Dining

34. Promote content to online communities

35. Use visuals
Video Images/photos

36. Why use visuals?
90% of information
transmitted to the brain
is visual, and visuals are
processed 60,000X
faster in the brain than
text.
Sources:
3M Corporation and Zabisco

37. Viewers are 85% more likely
to purchase after watching a
product video.
Source: Internet Retailer

38. Leveraging visuals

39. Source:
Socially Sorted

40. Demonstrate
the authenticity
of your latest
dish with a
video of it being
prepared

41. 2 examples from Raddison Blu Edwardian Hotels

42. Why?

43. Source: statista

44. Source: Coupon Cabin

47. Source: Get Satisfaction

48. The influence of brands on social media

49. The influence of brands on social media

51. How consumers are
purchasing today
Source: Hubspot

52. To recap…
Your website & blog represent your content hub

53. Social media & your newsletter/email are the
channels to promote your content

54. This attracts people to your
brand…

55. They then:
Follow
(on social media)
Subscribe
(To your website & email)
Book/purchase
(Through your website)

56. Eventually becoming loyal (repeat) customers

57. Join the conversation at
our next Roundtable lunch
Better understand current trends in
the hospitality sector, share ideas on
best practice and network with fellow
proprietors and industry specialists.
I would like to attend Wellers next Hospitality Roundtable discussion

58. Follow me
@MatthewPWyatt
Join
Wellers Hospitality
LinkedIn group
www.wellersaccountants.co.uk