Organic vs. Inorganic Marketing: What’s the Difference?

There are lots of ways to attract people to your business social pages. Most strategies can be split into two categories: organic and inorganic marketing.

Organic Marketing

Organic marketing are basically free marketing strategies. These strategies include creating your own original content and content created by a loyal fan. 

Growing an online presence organically can be tricky these days. Organic content is getting lost in the sea of algorithms and sponsored ads. Thanks, Instagram.

But if you are strategic with your posts, organic marketing is much more authentic. Consumers trust organic marketing over paid advertisements. Even if it reaches fewer people, it tends to be more effective over time.

Organic marketing campaigns keep the interest of current followers and build an online community. Not to mention, they’re free which is always a plus. 

There are a few strategies to increase organic traffic on social media networks. Some free strategies include hashtags, your story, live feeds, and direct messages.

Word-of-mouth marketing, such as reviews and recommendations from your followers, is the most effective way to increase organic traffic to your site (and, in turn, your business). 

Inorganic Marketing

Inorganic marketing strategies involve paid advertisements, like banner ads and sponsored posts. These advertisements typically micro-target a specific audience related to your brand.

But if you’re wanting to boost traffic quickly and reach a wider audience, combining organic and inorganic posting is your best bet.

Once you’ve done this, promote the core values of your content through paid advertising. 

What is the mission statement of your establishment?

What are you known for?

Put your best foot forward when choosing a post to sponsor.

Although it does cost some money, sponsored posts are relatively inexpensive. You have the option to set a budget and work within it.

A benefit of inorganic traffic is it allows you to micro-target your ideal audience. You can reach people who never would have seen your business before. Thanks to Instagram’s algorithm and the creepy way they track search histories, it finds the people who have shown interest in similar products.

A con of inorganic traffic is people are more skeptical of sponsored posts as opposed to a friend recommendation. It may reach a wider audience quicker, but the people who actually follow through and become customers are fewer and farther between.

Why use online marketing?

If you doubt the pull social media has on influencing consumers, think again.

A recent study done by Crowdtap discovered 63% of people do their shopping through social media platforms. 43% of people make their purchasing decision using social media. These numbers only seem to be on the rise.

Online marketing and e-commerce isn’t the future. It’s here and growing exponentially. Stay informed on the latest trends in social media marketing. It will boost traffic and sales for your business.

Click here if you’d like to learn more about how to grow your business organically through strategic online marketing.

5 Best Photo Editing Apps

High-quality pictures are mandatory for social media platforms like Instagram.

Luckily, we’ve upgraded from the age of fuzzy flip phone photos. Nowadays you can take a professional-looking photo from the comfort and convenience of your very own smartphone.

Even luckier, there are a lot of applications out there that can amp up your photography skills even more.

And luckiest of all, we found five photo-editing applications that are completely free to use.

1. Snapseed

It can be a bit intimidating at first, but Snapseed is one of the best free photo editing the game. You can choose to fine-tune photos with preset filters or create your own. The HDR scape adds crazy detail and it has a healing tool to fix any small blemishes. Selective editing is a unique feature that allows you to enhance specific parts of the photo. This opens the door to lots of different possibilities and unique content.

2. VSCO

When you download VSCO it will try to get you to pay for the membership ($19.99/year, so not bad if you’re really into photo editing) but the free version has plenty of options to tweak your photos. A bit more user-friendly than Snapseed and allows you to save filters you create so your photos all have a similar vibe. 

3. Prisma

Prisma prompts you to start a 3-day trial but the “X” in the top right corner of the app will direct you to the free version (no credit card required). This app has TONS of unique features beyond filters for the artistically inclined. Unfortunately, the HDR setting is only available in the premium version, which will cost you $7.99/month.

4. Ribbet

There’s a 14-day free trial option for Ribbet, after that it’ll cost you $3.99/month for the mobile version or $29.99/year for the complete version compatible with Mac and Windows. The free version (hit that handy top-right X when it asks you to sign up) is packed full of useful features. With Ribbet, you can edit photos, make collages, and add text to pictures.

5. Adobe Photo Express

Last but by no means least, Adobe Photo Express is a one-stop-shop photo editing tool. You do have to create an account through Google or Facebook but it is completely free. You can enhance existing photos, make collages, add text, save your favorite filters. The possibilities are virtually endless with this app so it’s easy to get carried away but if you’re a fan of options it’s hard to beat.

No matter which application you choose, aesthetically-pleasing and creative images are a MUST when it comes to social media marketing.

Learn more about creating social media content that will get people talking here.

Top 10 Best Social Media Analytics and Automation Software

Small business owners have to master the art of working smarter not harder in order to stay sane. Automating posting is one way to do just that.

Unfortunately, the sea of analytic options is seemingly endless. Not to mention, downright confusing if you aren’t a social media guru.

What are the features? What’s the best deal? What the heck am I paying for and how do I use it?

All fair questions.

Don’t stress it. We’ve done the research for you and created our top 10 favorite social media automation and analytic applications.

1. JARVEE

Pros

  • Works for Instagram, Facebook, Youtube, Google+, Twitter, Tumblr, Linkedin, and Pinterest
  • Up-to-date with Instagram algorithms
  • Extensive customization settings
  • Passively grows followers once set up
  • Follows targeted users
  • Follow back option
    (approximately 13% follow back)
  • Option to automatically unfollow after specified time so you’re not following a million people
  • Automatically likes targeted pictures
  • Can send direct messages to ideal customers
  • Free 5-day trial

Cons

  • Computer software only meaning it will not work on mobile devices
  • The computer must be on and running software to work unless you pay an additional fee for “Virtual Private Server”
  • Not very user-friendly

2. BUFFER

Pros

  • Works with Facebook, Twitter, and Linkedin
  • Analytics showing best and worst post-performance based on engagement
  • Easy to use with a low learning curve
  • Has free image creation tool (Pablo)
  • Free version
  • affordable plans starting at $10/month

Cons

  • Limited features
  • Reliable and easy to use
  • Not compatible with Instagram
  • Useful for simple publishing and scheduling content but not a one-stop-shop for social media management like Jarvee

3. SENDIBLE

Pros

  • Compatible for Facebook, Instagram, Google+, Twitter, Youtube
  • Affordable, all-in-one system
  • Complete social media management tool
  • Can schedule and publish content
  • Has a mobile app
  • Canva integration to create your own images and  edit videos
  • Can create analytic reports
  • Ability to reply to followers through social media inbox
  • 30-day free trial

Cons

  • Micro package starts at $24 a month billed annually (more expensive when billed monthly)
  • Reported frequent issues with connection but resolves quickly

4. Agorapulse

Pros

  • Works for Facebook, Google+, Twitter, Instagram, Youtube
  • Analytics to track post-performance
  • Fast and friendly support
  • Mobile app
  • 28-day free trial

Cons

  • Small plans starting at $49.99/month
  • Unable to customize reports
  • Limited tools for Twitter
  • No Pinterest integration

5. ICONOSQUARE

Pros

  • 14-day free trial
  • Provides in-depth analytics
    (including an hourly engagement report)
  • Helps monitor the performance of content and page growth
  • Shows consistencies among followers
  • Hashtag tracking
  • Can plan posts out with drafts, previews, and automated posting

Cons

  • The filter system is not super user-friendly
  • Costs between $29-$79 per month after the free trial expires

6. CROWDFIRE

Pros

  • Option to unfollow inactive accounts
  • Curated post feature finds the best content to share
  • Follow feature analyzes other profiles
  • Cross content posting feature
  • Optimal posting time feature
  • Completely free up to 2 accounts of each social media platform
  • Motivational daily reminders

Cons

  • “Quantity over quality” follower strategy
  • Premium plans start at $89.76 a year

7. HOOTSUITE

Pros

  • Good for monitoring social interactions
  • Schedules and automates posts
  • Help you monitor competitor profiles
  • Can set up user search streams for influencers
  • Relatively inexpensive
  • 30-day free trial

Cons

  • Packages begin at $9 a month to $99 a month depending on the number of social profiles
  • More difficult if you’re dealing with bulk updates

8. LATER

Pros

  • Free “Forever Plan” (30 photo posts for 1 social profile)
  • No limit on uploads to the platform
  • Easy to use software
  • Basic analytics system

Cons

  • Does not include video posting in the free plan
  • Paid packages start at $9 to $49 a month for unlimited posts
  • Analytics are a little too basic for some

9. TAILWIND

Pros

  • Great technical support team
  • Ideal for Pinterest but works for Instagram too
  • Mobile app with a web browser extension
  • “Tailwind Tribe” reaches new audiences
  • Free trial for up to 100 pins/posts

Cons

  • Can be tricky if you have multiple people managing your social media
  • Unable to use for other social media platforms
  • Plans start at $9.99/month per account

10. SHORBY

Pros

  • Allows you to side-step “one link in bio” rule for Instagram
  • Collects leads from any link shared
  • Can drive traffic with unique bio customization
  • Useful for affiliate marketers, bloggers, email marketing
  • Free 5-day trial

Cons

  • Reports of technical difficulties with sign up page
  • Starts at $9/month

Whichever app you decide to use, social media analytics software makes your content marketing more effective. It allows you to measure if the content your posting is actually reaching your target audience and how you can improve. It also enables you to automate posting.

Both are worth the initial learning curve in the beginning because it will save you time and energy in the long run.

Want to know another way to save time with online marketing?

Learn how to promote user-generated content.

 

Word of Mouth Advertising in the Digital Age

The Most Persuasive Ads Aren’t Ads

Do you know how many ads we see daily?

Dozens?

Hundreds?

Well, you might be shocked to know that your average customer sees 5,000 ads per day.

Now here’s a challenge:

How many ads can you recall from the last 7 days? I’ll bet it’s a tiny fraction.

“Ads don’t get noticed”

It’s harder today than it has ever been for restaurants to get noticed in the constant noise of advertisements.

It’s no longer enough to get your message in front of potential customers.

Customers have to notice your ad, and if that weren’t hard enough, they also have to trust it enough to bring them into your store.

“Focus on earned media”

According to Nielsen Ratings, “92% of consumers… trust earned media, such as recommendations from friends and family, above all other forms of advertising.”

Even a great ad that gets noticed doesn’t have the trust factor that comes from a friend or family member’s personal recommendation.

When it comes to growing your restaurant, focus on quality and persuasiveness over eyeballs.

The takeaway

Get customers to post about you on Instagram or Google reviews.

A single positive post from a friend or family member about your restaurant has 100x more trust than any ad you could create.

Consider using a service like Localfluence to drive local word of mouth on autopilot.

When is the Best Time to Post on Instagram?

There is no “one-size-fits-all”, perfect time to post. But luckily there is a simple way to figure out what time is best for you without purchasing fancy analytics software.

Peak online time is when the majority of your followers are active. Figuring out when your followers are most active will tell you when is the optimal time to automate your posts. 

How? Easy, ask Instagram.

  1. Head to your business Instagram account profile page and click the top right button.

  2. Click Insights.

  3. Go to the Audience tab.

  4. Scroll down until you see Followers.


  5. Boom, done. Be sure to look at the day too because optimal time may vary.

    Told you it was easy!

    Taking those few extra moments to see when your followers are most active can make all the difference. Remember, more likes equal a happy Instagram algorithm and more activity directed to your account.

    For more tips on optimizing your social media and boosting your online presence, check out the rest of the Localfluence blog.

Five Easy Ways to Engage Your Followers

#1: Ask questions.

Take the time to show your followers you value their input. Build a real connection rather than just spewing information at them.

  • Ask for their feedback on new items or what they would like to see on the menu.
  • Get their opinion on what you should name the drink of the day.
  • Post two different items and ask which one is their favorite.

Have fun and be creative! Your followers will appreciate you taking the time to listen to their opinions.

#2: Create contests and challenges.

One thing is certain: people love free stuff, ESPECIALLY when they win it. Here are 4 creative challenges to promote your business and increase your Instagram following:

  • “Like and Tag” contest – tell followers to like your post and tag a friend for a chance to win _____.
  •  “Selfie” contest – offer an incentive (free dessert maybe?) for followers who take a selfie at your establishment. Tell me to tag your business page and use your unique hashtag.
  • “Caption this” contest – post a photo and ask followers to caption it for a chance to win _____.
  • “Voting” contest – challenge followers to submit photos doing something related to your business. If you’re a pizza place it could be “most creative pizza challenge” for a chance to have a specialty pizza named after them.They can help design a new logo or menu item. Perhaps a chance to play at your business if you offer live entertainment. Whatever it is, they must submit a photo or video and the winner will be chosen based on likes.The prize should a big enough incentive for people to share their photo submitted to gain votes (gift cards are always a good option).

#3: Make people laugh.

If you can make people smile, you can keep their interest. Witty captions, silly faces of the staff, and customers having a good time at your establishment peaks interest in your followers.

Don’t be afraid to share relevant memes or if you’re feeling really adventurous, make your own. Humor is a great marketing tool, just be sure to maintain good quality pictures and remember moderation is key.

You are a restaurant and your focus should be the products you offer, not just a bunch of memes (as humorous as they might be). But every once in a while is perfectly acceptable and encouraged.

#4: Use fill-in-the-blank captions.

Encourage follower activity by captioning posts with fill-in-the-blanks. These captions don’t have to be directly related to your business, as long as they get the conversation going.

Remember, activity buzzing on your page makes the Instagram algorithm happy and more likely to feature your page as a suggested profile to follow.

Here are a few examples of effective fill-in-the-blank captions,

  • “Life would be boring without _____.”
  • “Before I die, I want to _____.”
  • “If I could go anywhere in the world, I would go _____.”
  • “My biggest weakness is _____.”

#5: Utilize Instagram features like stories, live videos, and highlights.

When Instagram first came out with the stories feature, it had its pros and cons.

One pro is it gave Instagram the edge over Snapchat marketing by providing the same feature and then some (sorry, Snapchat).

One con we’ve noticed is engagement and posts on profiles decreased once followers began utilizing this feature more.

That is why it is CRUCIAL to post Instagram stories and not just pictures on your business profile. It is an entirely new outlet for marketing within one social media platform. Explore different features, have fun with it, and be creative!

Here are just a few ideas to get you started:

  • Repost pictures posted by customers and give them a little shout out
  • Take pictures of two signature dishes (or cocktails) side by side and take a poll on which one looks the best to your followers
  • Do a live video of a busy night (or live entertainment) so those watching will see what they’re missing
  • Add love songs to go along with food pictures (the “heart” setting on the superzoom feature is one of our personal favorites to add a bit of humor to your post)
  • Use the rewind feature when a bartender pours a cocktail for a unique, eye-catching effect

Instagram is constantly updating with new features so the possibilities are limitless.

Happy Instagramming!

Create Social Media Content that Gets People Talking

We’ve already discussed how to establish your profile and get your name out there. But people aren’t going to bite unless you have consistent, high-quality content.

This doesn’t mean you have to post 400 times a day. In fact, marketing research is finding businesses that limit their posting to once or twice a week are more successful in building a following. It’s a simple “quality over quantity” strategy.

So what exactly makes up a good Instagram post?

Upload quality pictures only.

Camera phones have come leaps and bounds from the old, pixelated flip phone camera. A professional photographer (although nice if you have one on deck) is no longer necessary when creating quality photos that will make mouths water just by looking at them. Here are 4 helpful hints when taking photographs,

  1. Lighting is everything. When photographing food, natural light is always best. Overhead artificial lighting will do, too. Avoid dimly lit photos or using the flash. Be sure to consider your lighting in the dining and bar area as well. Good lighting makes your establishment more “instagrammable” for the customers to snap photos of their own and share them on their own profiles. Keep this in mind with decor as well. People love to snap photos with interesting decor like neon signs or colorful murals.

  2. Filters are your friends, but be sure not to overdo it! Remember food is the focal point, not your sweet editing skills. The filters provided on Instagram are great (be sure to take advantage of the brightness feature at the top, too). If you’re looking for a little extra pizazz to your pictures, try free editing apps like VSCO, Over, Photogrid, Replay, Latergram, and Flipgram. The Boomerang app is also a fun one to play with, creating short little videos to capture the viewer’s attention. Boomeranging a customer chowing down on a new special or a bartender crafting a signature cocktail is sure to snag some attention (and likes).

  3. Garnish is a necessary extra flair to a dish or a cocktail that can really set it apart from the rest. It provides a bit of color and contrast, making it more visually appealing to your followers. Just be sure to stay consistent. Make sure the food in the photo looks like the food being served, otherwise you may have some customers expecting food art and disappointed when it isn’t what was advertised.

  4. Plating should be clean, simple, and the perfect accessory to the main focal point: your delectable food. The plating of the food should be simple enough for your chef to carry out consistently for every order, but elegant enough to deem it “instaworthy” for your profile and your customers.

Don’t be afraid to use emojis.

Depending on your brand, we highly recommend using emojis on your profile and in your engagement with customers to make you seem more personable and less robotic.

A study done by Quintly.com found that posts with emojis had a 15% more interaction rate. Use them when commenting and responding on other profiles. It increases likeability and approachability.

Considering there are over 2,000 emoji options, it’s important to not get carried away. One smile with heart eyes will do but ten in a row with five heart emojis might be a little much (not to mention borderline creepy).

A fine dining establishment may want to consider their brand before incorporating emojis in posts. It can still be done, but if they are going for a more professional theme it may not be the best option.

Whatever you decide, be sure to 1) stay consistent and 2) don’t overdo it.

Show what’s going on behind the scenes.

People love to feel like they are a part of the action and will appreciate getting to know the heart of your staff. When employees are having fun, it shows to customers. It keeps them coming back for not just the food, but the atmosphere as well.

If you work in the hospitality industry, you know how silly the employees can be behind the scenes. Don’t be afraid to capture funny moments that accurately depict the personality of your restaurant.

Employee spotlights are a great way to make customers feel included. It can also motivate employees to work hard with a smile for the chance to be featured.

Talk about a win-win!

Looking for more ideas? Check out this article for more strategies to engage your followers.

4 Simple Strategies to Gain Exposure (and followers)

[et_pb_section][et_pb_row][et_pb_column type=”4_4″][et_pb_text]So now we’ve got your business profile up and running. Excellent! Now what? Luckily, Instagram is one of the easiest and most effective social media platforms to connect with your audience. Remember, connecting with people online is the first step in piquing their interest enough to check out your business in person. Once you build a following, others will hop on the bandwagon to try and find out what the hype is about. Here are just a few ways you can get your social media momentum going.

1. Hashtags, formerly known as the pound sign.

Hashtags require some research on your end to see which ones are most popular but are one of the most useful tools to connect with others in the world of Instagram. There are two main ways to utilize the power of the hashtag. You should be using your unique hashtag in every post and encouraging customers to post using it as well. You can do this by providing an incentive (BOGO drinks, anyone?) or simply displaying it on your menu or specials board. A custom hashtag like this promotes your business without spending a dime and also gives others a chance to do the promoting for you. Be sure to hit the follow button for your personal hashtag so you can respond and track its use. Popular hashtags like #foodporn will reach a HUGE audience–we’re talking millions here–but local hashtags, like food + name of your city, will reach a more targeted audience of people searching for food in your specific area. Using a hashtag that has at least 10,000 posts ensures it’s active and not a dud. You are able to use up to 30 hashtags in a post, but it isn’t required. We suggest starting with 10, testing the waters. To see which hashtags are the most popular, click View insights in the bottom left corner. Scroll down to Impressions and you will see the number of people who viewed your post through the hashtags.

2. Ads, affordable and effective.

Instagram ads are easy and get your business out there for your targeted audience. You can implement this feature by going onto your business profile and clicking the Promotions button located right next to Edit profile. It will then walk you through selecting a post to promote. Choose a post that has the most activity and be sure to have a clear call-to-action. A post advertising a new promotion or happy hour special could work (for example, “try our signature appetizers, half off from 4-6 every weekday”). You can choose whether you want these ads to direct people to your profile, website, or direct message. We suggest directing the audience to your profile so they will be inclined to hit that Follow button. You are then able to select a target audience, using the automatic Instagram algorithm (which finds people similar to your existing followers) or creating your own. While the Instagram algorithm is pretty effective, taking the time to create your own will give you the biggest bang for your buck. You can choose location, interests, age, and gender. Once you select your audience, you set a budget and duration the ad will run (for example, $5 a day for 6 days). Instagram will give you an estimate of how many people your ad will reach depending on your budget. A $30 budget will reach anywhere from 2,100-5,600 people. Not bad at all, especially considering those people will be local and interested in popular food and beverage spots!

3. Engage with the Instagram community.

We cannot stress this strategy enough. Responding to your followers is imperative in building connections with potential customers as well as established regulars. It makes people feel like their input is valued and will keep them coming back to contribute to the conversation. Take it one step further and reach out to business and individual pages who may be interested in your restaurant. Search #(your location)foodie and follow the local food critics in your area. Invite them to your restaurant for a chance to be featured and endorsed by them. Like, follow, and participate in posts about your local community. Don’t shove your establishment down their throats, but simply support their content and 9 out of 10 times, they will reciprocate. Be sure to respond to people who go out of their way to mention your establishment. If it’s positive, thank them for coming. If it’s negative, accept the criticism gracefully. Thank them for the honest feedback, ask how you can improve, offer apologies or a chance to change their mind. Engage the crap out of your community and watch how quickly your following grows.

4. Partner with Influencers.

Influencers are exactly what they sound like. They promote products and places to their followers and have the power to affect purchases decisions of consumers. There are 4 types of influencers:
  • Celebrity: 1 million followers +
  • Macro: 100,000 followers +
  • Micro: 5,000 followers +
  • Microscopic: 50 followers +
The first three types of influencers have followers scattered all over the world. This makes their endorsement ideal for commercial brands or online enterprises. Microscopic influencers are ideal for local businesses because the majority of their followers will be friends or family and approximately 70% of them will live in your local area. These influencers are everyday people and do not need big financial incentives to promote your business, like a macro or celebrity influencer would. Their followers will also take their recommendations more seriously because they aren’t getting paid to show their support and know them on a personal level. Small incentives (like 10% discount on the bill) will usually get microscopic influencers on board. [/et_pb_text][/et_pb_column][/et_pb_row][/et_pb_section]

Make a Business Instagram Profile for Your Restaurant in 3 Easy Steps

1. Download the Instagram app on your mobile device (tablet or smartphone) if you haven’t already that will be used to run the page.

You can use a laptop but the software is geared towards mobile use. Not all features are compatible with laptops and may require additional plugins. Click sign up below the login box.

 

2. You can sign up two different ways,

a) email or phone number associated with your BUSINESS account (not your personal information for the world to see unless you don’t mind everyone knowing your cell phone number)

or

b) with an existing Facebook page.

You can do this once you create your Instagram profile by going to settings (top right button on profile) and scrolling down until you see “switch to business account”.

There you will be prompted to connect to a Facebook business page.

You have the option to not make the Facebook page immediately and still continue as a business page. But if you have not already created a Facebook business page, now would be the perfect opportunity to do so!

3. Once your profile has been created, time to set it up! Most of it is pretty self-explanatory, but don’t forget to upload your restaurant’s logo for the profile picture. Use a logo that is easy to see on a phone.

Canva.com offers free templates if you need help designing a logo (also a great site for designing flyers, posters, banners, etc.).

Be sure to include the following information in your bio,

– Mission statement
– Address
– Unique restaurant hashtag (such as #goodeatery or #goodeateryfl, nothing too general that will get muddled in with other, irrelevant content)
– Call to action with link

Note: If you already have a personal account logged in on your phone, you are able to switch accounts quickly by going to your profile page and clicking your name located in the top center screen. Click the option, “add account” and log into the new business account.