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Restaurant Marketing Tips - Advertise Online For Free! Part 3

Welcome to the third and final article of about checking out your menu online. They
this series. I had a tough time deciding do not have to engage in an uncomfortable
which of the many free advertising phone conversation as they try to decide
options to cover. In the end I went to whether to give your food a try. They are
the search engines and ran a series of comfortable and relaxed and when they see
searches for pizza and restaurants. From your online ordering menu, these
these, I selected two items which comfortable and relaxed people may just
typically showed up in the top ten search place their first order with you then and
results. there.
The Open Public Directory Project One of my clients built up their online
The Open Public Directory project is a ordering from $100 per month to over
group of volunteers who strive mightily, $1,000 per month with more than half
without compensation or reward, to find their online customers identifying
the best websites and include them in flyers, newspaper ads and the window sign
their directory. These volunteers have as the source where they found the
high standards. They ruthlessly discard restaurant's website.
websites with redundant or questionable You want everyone within a couple of
content. Only the highest quality sites, miles of your store to know your web
those with original content or which are address. So don't make the mistake of
the primary source of information on a limiting your Internet advertising only
topic get into the OPD. to the Internet.
As part of the OPD, the volunteers So how is this free Internet advertising?
maintain a separate space just for Because these are marketing strategies
restaurants. This restaurant directory is you are, or should be using anyway. It
located at It contains restaurant names, costs next to nothing to add the words
addresses, phone numbers, style of "Order online at our website - to your
cooking, web addresses and truly next batch of menus and flyers. And don't
exhaustive descriptions of the forget that window sign.
restaurants amenities. One of our clients used a window sign to
Every single restaurant owner in the announce their web site and online
world should visit and add their introductory offer and got a constant
information. You can even include reviews stream of new customers registering for
and links to other websites on the online ordering.
Internet which contain reviews of your Low Cost Internet Advertising
restaurant. In addition to the free marketing
Since every listing is reviewed by an strategies, consider using some low cost
editor, search engines, such as Google, paid Internet marketing.
Yahoo! and MSN use the Chefmoz directory One of the least expensive Internet
as one of the highest quality resources. advertising strategies is called Pay Per
The directory is logically organized by Click. As you might expect, it means that
country, state and cities. In many cases, the advertiser pays for every person who
when someone searches for restaurants in clicks on their Internet ad.
a particular city, the Chefmoz.org Search engines such as yahoo! and Google
directory listing for that city is among provide this advertising service and
the top 10 search items returned. So it display ads to people who enter specific
is a good idea to have your restaurant search terms into the browser. The
represented, have your web site available advertiser can choose exactly what search
and your menu online. terms he wants entered to make his ad
To add your restaurant, navigate to the appear.
correct local directory, and click on For example, a restaurant can use search
"Add Restaurant." You will be guided terms such as "pizza delivery Jersey
through a series of pages where you can City" or "pizza restaurant Jersey City"
provide all your information and submit and have his Internet ad show up only
the information to be reviewed by an when someone enters that search term.
editor. If your town is not already If the person doing the search clicks on
included, you can click "Add Restaurant" his ad, the advertiser is charged. The
at the state level and your listing, if cost per click is usually very low.
accepted, will create the new directory Typically 25 cents or less, depending on
for your town. competition. A bidding system is used to
Online Yellow Pages let the advertisers set their limits and
One of the most popular places where daily and weekly budgets let the
consumers search for local businesses is advertiser manage and monitor the ad
the online yellow pages sites. There are campaign expenses.
several, such as and They all attempt One reason the cost is so low is because
to have at least the minimal information competition for highly local keywords is
for every business in a particular town. still very small. A restaurant owner in
Some will even let businesses list their Pittsburgh is not going to select "pizza
website for free. The site will let a restaurants Bangor Maine" as his keyword.
business create a free business profile At the same time it is a mistake to use
which includes a link to their website. too general a keyword, for example just
Take advantage of this and create your using "pizza restaurant" will not only
free business profile on The listings cost much more per click, but will be
are frequently among the top 10 items seen by people who are hundreds and
returned for local searches for thousands of miles from your store. So
restaurants or pizza. You want to be using the highly localized keyword not
there when people go looking for you. only reduces the cost of the pay per
Offline Online Marketing click, it also pre-qualifies the people
Unless you are located on a rest stop for who see that add.
a major interstate highway, all of your It is a good bet that someone searching
customers are going to live within a few for "pizza delivery Jersey City" lives in
miles of your store. Jersey City, wants to order a pizza and
Fact: 80% of your customers use would prefer it to be delivered.
computers. And that percentage is Sources of Pay Per Click advertising are
growing. Google Adwords, adwords.google.com,
Fact: most people find websites outside Yahoo!, and City Search,
of the internet. They hear them on Final Thoughts
radios, read them in magazines and I hope you found this and my previous
newspapers, see them on business cards, articles useful. We have barely scratched
flyers and circulars and read them on the surface of Internet marketing. There
window, vehicle and sidewalk signs. are many, many other techniques and
These medias are excellent ways to get strategies ranging from local link
your web address and online ordering exchanges to banner ads, search engine
message in front of your customers. Your optimization (SEO) and many many other
website and online ordering message strange and wonderful topics which can
should be included as a matter of course help bring visitors to your website and
in every one of your advertising pieces, customers to your food.
whether it is your takeout menu, your In the end, your online business will
window sign, your pizza box, your prosper because you decide to take
delivery vehicle sign or a newspaper advantage of the power of the Internet
insert ad. and let it work for you. Like any other
Your web address is easier to remember part of your business, it has to be done
than your phone number. Take advantage of as part of the whole. Your website and
this by putting it where your local online ordering will bring you revenue
customers can see it. only when your customers learn about it
By providing your web address, you are and are encouraged to use it.
inviting people to visit you and check Spread the word and watch your online
you out in a completely comfortable way. takeout and delivery orders grow!
The web visitor does not feel awkward




www.schoonersinn.com keyword stats [2007-10-03-2007-10-03]



Other search engines trends:



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