10 steps to grow your restaurant or cafe

Here are 10 quick steps you can take to grow your cafe through improved marketing.

Increase the value of each purchase

1. Offer variations in the sizes of portions available. Some of the most successful franchises offer
small, medium and large portions. Get your staff to recommend increasing the size of the portions a
customer offers.
2. Give a list of your best products as specials. There is little benefit in discounting what you offer
the customer, as it only reduces the profit you make.
3. Offer a broad price range of products and encourage staff to promote all products across the
board. Lower priced small items are easier for the customer to decide to purchase and compliment higher
priced items.
Increase the number of meals/drinks each customer purchases.
4. Encourage your staff to offer products that compliment what the customer is already buying. If
they purchase a coffee, offer a cake or something sweet.
5. Group complimentary products together on the menu. For instance you could list that a good
steak goes well with a good merlot. You could also list combinations of meals, including several separate
items together for one price.
Increase the number of people buying from you.
6. Offer a delivery service to those that might not have time to visit your cafe. You can charge a
little extra for delivery, as it is an exclusive service.
7. Offer free, bite size samples, of your best meal/drink to hungry workers in local businesses.
Make sure you let them know who you are, and where you are from.
8. Offer to cater the next school fete or sporting club function. You could do it for free in exchange
for the chance to talk to new customers. You could charge for the service and donate profits back to the
host.
9. Make sure passing foot traffic know you are there. Place a chalkboard somewhere where
everyone can see it and list your best selling and your lowest priced product on the board. If you can’t
find somewhere, offer to exchange chalkboards with another business that is in a hight profile position.
10. As people leave your cafe, give them a loyalty card. It does not have to give anything away, just
encourage them to come back with friends. You could do the same for staff. Encourage as many people
as you can to talk about your business as word of mouth is the most powerful promotion available.
The last point that goes without saying, is, build your list of customers and keep in contact with them through social networking.

Our New Wholesale Restaurant Supplies Client

We are welcoming our newest client http://www.wholesale.com.au. Their eCommerce website stocks a range of products for restaurants, including hot drinks cups, till receipt rolls, toilet paper and Napkins. Our services to them include SEO and Web Marketing. We are hoping to raise their profile across 40 SERPs and a range of other measurements. Some of the services we are performing for them include;

  • Content creation
  • Link exchange management
  • SEO Analysis
  • eCommerce SEO analysis
  • Adwords management
  • Landing page design.

Branding

Good branding is the key to good marketing. Think of it like this; it is the SOUL or ESSENCE of the company. It is how ALL stakeholders perceive you. I will keep this as brief as possible for your enjoyment, but no doubt there will be more on branding to come.

It should come from within. What is your special Story? This is where the company begins, and all processes, procedures, arms, legs and head should come from this. It covers a broad range of the marketing process. From the three word slogan you use on business cards, to the mission statement (if you can be bothered, they are rather over rated), to the vision statement.

It needs to be defined, definate, deliberate and a variety of other d-words. You should be able to define it in 20 words or less. Use it as your log line.

Uniformity
Through everything, anything. This is the processes part. When people talk about your company, they need to know what you are about straight away. Coke’s slogan is “enjoy”. Which sums up the drink’s brand, because it is lifestyle, fun, refreshing and relatively light. Everyone knows this because they spend bucketloads on branding.

Regular
Day after day after day…… letterhead, website, sales schpiel, packaging, quotes, receipts, invoices, your forehead, clothing…….. “THIS IS WHO YOU ARE”.

Cement
The one thing that a lot of businesses miss about branding. You need to cement your brand in actions, feelings and emotions. When you think of QANTAS you think of Australia, which is meant to incite nationalistic sentement at home and make foreigners think it is the only way to get to Australia (maybe.) This is quite difficult in the scheme of thinks, but you need to make the brand equate to a function within the customer.

Other great articles on branding;

Eye candy branding where process trumps empathy

Durability – is it losing power as a customer driver – Part 3

Lesson in Personal Branding From “The Fame Monster”

Responding to Criticism Online

Social Media May Get Much More Convenient for Businesses

Top Ten Key Usability Issues in Web Design

How to Craft a Facebook Page Brand

AT&T Wants To “Rethink Possible”

Giving Back to Change the World

Are you Competition Resistant?

As a business you will always face competition. In the past, companies have shown various ways to increase their resistance to adversity. I certainly do not advocate longevity; in fact I think that if a company exists for more than 10 years, it is probably underperforming.

For the moment I will suggest 6 ways to improve a company’s resistance to competition;

  • Be difficult to copy. This might sound rather obvious but it has certain facets that might not have been thought of.
    – Intellectual Capital, (copyright, trademark, patent, systems, process, innovation etc etc,) is one of the most powerful.
    – Exclusivity (hard to create,) ie government sponsored monopoly, distribution and licence agreements. On principal I disagree with some of these modes of business because it is anti-competitive.
    – Large asset based production, where the barriers to entry are high.
  • Promote the value of product not the price. Pricing is transient, value can be sustained. This also means not a monetary value, but a value in the mind of he customer. It could be “more functions than X brand, works better than Y brand, but uses more resources than Z brand.”
  • Maintain a Brand. If you continually reinforce a space in your customers mind, it is difficult for you to be removed. A perfect example is Ansett in Australia or Jaguar in the UK. Ansett has not existed in Aus for sometime, but people still remember the company. Jaguar has not been a British company for longer, but it is still considered so.
  • Allow for flexibility. Systems, processes, methods and even revenue streams need to be flexible to allow for adjustments in the market. It also stems from a business plans that are “sustainable”.
  • Know how to change. It sounds funny, but it is something that is inherently lacking in some large corporations. Sometimes it stems from a CEO wanting to “see out” his tenure. At other times it just comes from engendered work practices that cause a “this is all we know,” mentality.
  • Learn this, “Quality +Service + Great Relationships = Great business”. If a business has a PASSION for this it will be difficult for it to fail.

What does this mean for marketing? The market space you work in today will NOT be the same tomorrow. How is your Mandarin, Urdu?  What is the average age of your sales team?

Tips to improve your retail store

  1. 11 Ways to improve your retail store:
  1. Get a theme/brand/niche. One of THE most important things in marketing is that you have to occupy a place in the heart of your customers. There are many words spent on talking about what this means, but for the time being I will keep it brief. This means that you need to ANCHOR your brand to an emotion, a thought or a competitive advantage. Tom Peters calls it a UPOV*8, ie a Unique Point Of View in 8 words or less. It has to be something that sets you apart from the rest, can be easily defined and creates an AURA around you. Everything you then do has to REINFORCE this.
    Greenpeace – protect the fragile earth
    Aston Martin – Beautiful, Luxurious, Serious Drivers
    McDonalds – Fast food, low cost, good service.

  2. Atmosphere. Anyone who is familiar with The Wizard will know about using multiple Thought Particles to create an atmosphere. In a retails store this part is critical.
    Use lighting; colour, spot, candle, globe. Create effects, dazzle, subdue, highlight.
    Use Smells; Floral, food, leather, Grass. Awaken the senses.
    Use colour; Complimentary (Violet & Yellow, Indigo & Orange). Antagonistic
    Use sound; Loud, soft noise, music, fast, slow
    It is up to you to come up with the rest.
    Singapore Airlines, the smell has been patented
    Stores, the lighting is sparse, and standard

  3. PZAZZ – Create steam, drama, velocity. Hire, fast working ferocious staff/Actors who fight/rollerbladers/gymnasts/circus clowns. It is like those funny home videos, you just can’t help but look.

  4. HIRE Good Salespeople – This really should be rule number one, because it is that good. You are defined by those who work for you. Get the right people on the bus (http://www.jimcollins.com/). Use your brand to hire people that “FIT”Always make room for good sales people.

  5. Define yourself – That is you, the owner. In the military they have stripes that define who you are. A wise man once said to me, “what is the point of being somewhere, if no one knows you are there.” Wear, use, have a bright red tie. Die your hair. Dress like a Mime. Your team and customers deserve to notice who you are.

  6. Business Names must be obvious – a good practical point. Don’t call yourself “Dave’s” because no one will know what you sell. Give yourself a name that both defines what you are and what you do. Look through the dictionary. Find words that sum up what you are about.

  7. Business Location Location Location!! – You can not underestimate the benefits of a good location. High Visibility, good foot traffic, access to distribution centres. Pay for a high traffic location, it is VERY cheap advertising.

  8. Invest in good Signage – Get someone to design your sign and shop front WELL. It is extremely important when setting up the store.

  9. Share your vision with everyone – All your employees, regular customers, friends and family should know what your store/business is all about. It should be reflected in the brand, the smell, the products and the processes. Make it visible, make it a slogan, make it count.

  10. Handle complaints immediately and thoroughly Make sure you take complaints on board. They are constructive critisim. Even if you think the perpetrator is a fruit loop, he may be saying what everyone else is thinking. Tom Peters talks about talking to the lunatic fringe. From these comments, you may be able to improve service in leaps and bounds.

  11. Give something back – Most companies are starting to get it. Pick a good cause and get behind it. Sponsoring local sports teams is good. Planting a forest is better. Leverage is the key. Make sure you publicise what you are doing. Don’t turn it into a marketing campaign, but make sure everyone in your sphere is aware of it.

More tips on improving your retail store;

Retail store management | checklist for retail store marketing and …

Discount Voucher Code Is For Saving Money

There Are Many Things That You Can Try To Make Your Retail Design …

Mobile Marketing: The new point-of-sale

Cashier Live – Turn any computer into a point of sale

Pet Peeve Wednesday – The Point-of-Sale Quiz

SEO Plans for a strong web presence

SEO is a long term work. Good results simply cannot be achieved overnight. That is why, agencies like SEOPlans.net are offering monthly SEO Plans. Having a monthly plan means constant amount of work done every month.

Google and other search engines like to see that incoming links are being built slowly and steadily, rather than 2000 one day, and 0 the next. SEO Packages offered by seoplans.net include onsite optimization, article marketing, blog commenting, slow and steady directory submission, fresh content creation and link buying.

1 Week Google PageRank Jump

The difference between page two and page one on Google can be tens of thousands of dollars in profit. It does not take much to make the leap, but it will take one week, (seven days), of intense effort. Firstly increasing your SEO position is a long term thing, that can’t be done over night. However, you can do a lot in one week of intense effort. This is a quick guide on how to improve your rank in Google in one week. It won’t increase your PageRank over night, but it might give you a short term bump in position. Here is how you do it;

Day One – Original Content

The first day is the most intense because everything you do here sets you up for the rest of the week. The first thing you have to do is find your two word and three word keyword phrase. This might be “keyword + location” and “adjective + keyword + location”. In this example’s instance, we are going to use “SEO Sydney” and “Cheap SEO Sydney”. You should use Google Keyword tool to find related keywords. You then export the list to excel, and divide the number of local keyword searches by the competition. This will give you an idea of the words that you can target. You should aim for Primary and Secondary keyword targets. So in this instance we will aim for “SEO Sydney” and derivatives as well as “Using Google Keyword Tool” and “Free SEO Tips”.

Next you have to write at least 500 words on the topic for your keywords. They must be original, and they must offer something of value to the reader. You get bonus points for being provocative, clever, funny, outlandish etc. In this example here are some topics we could go with

  • Why SEO Sydney is the best
  • How SEO Sydney is better than SEO Melbourne
  • How to make the most out of SEO in Sydney
  • Where to find unique SEO opportunities in Sydney
  • The ten commandments of SEO in Sydney
  • How Google sucks at SEO in Sydney

And so on. In your 500 word article do as much original research as you can. Find out what other people have written on the topic and link to them. Try to write in a magazine style, with bold words on the important facts. Try to draw some kind of a conclusion about the state of your topic. Try to include your keywords as consistently as possible. You MUST use the keywords in the article title, in the first sentance, and in the meta description.

Post the article on your website. For at least one of your keywords, but at most three, link back to the front page of your website.

Post the article on stumbleupon, digg, mixx, delicious, facebook and twitter.

If you are feeling energetic, write a second piece, of about 200 words, and post that to your website too. Make it on the same topic. Make sure that every link in your second piece links to your first.

Place two links in the footer of your website, or at least at the bottom of every page. One to your article and a second from to the root domain. Both links will use the same keywords as the anchor. This increases the relevancy of your keywords to your website.

Day Two – Primary Links

Today you are going to get as many primary links as you can back to your original article AND your website. First, use the directory finder, ulimate link finder and directory critic, and submit your front page of your website to as many directories as you can stomach. Next use do follow blog search engines and do follow diver to find blogs that have written recently about your topic. You can also use the ASK blog search. When you write a comment, use some of the orignal information you found to beef your comment up. Also mention the fact that you have written about this topic on your website. Make sure your blog comments are interesting and add something to the debate. Google has said it will come down on people that blog spam.

Searching for “Your Keyword + Forum” to find where other people have talked about your topic online before. Take the time to read those forum rules, and read a few posts. Then make an account and start offering your opinion on the events in those forums. Don’t worry about signatures just yet, just make sure you comment enough on the topic you have chosen, in an intellifent way. Try to aim for two or three forums and make up to ten posts in each. DO NOT post links to your website yet. You are still building an idea of what people post and how you can help them with their problems.

Sign up for LinkMarket.net and use your chosen keyword as the anchor for your website.

Day Three – Content Syndication

Sign up for Blogger, WordPress.com, Weebly and Tumblr. Take your original article, cut out the main conclusion, and reduce it down to a 200 word abridged version. Add some small information you have learned from the forum posts and blogs you have read so far. Post the abridged version on your 4 new blogs, making sure all the links back to your orinal website are intact, but also that you link Blogger to WordPress to Weebly and so on.

These blogs are not for SPAM. You are not going to fill these blogs up with the same stuff you post on your website. Think of these new blogs like Twitter to your website. Post short posts about interesting things that might not make it to your own website. Use them to network and share content without cluttering up your own domain.

Content syndication is preferrable to article marketing because a) you retain the content and b) you have a better chance of networking and improving the SERPs of your blog on another domain than a static page stuck deep in a website.

Once you have written the new posts, post those links on Twitter and stumbleupon etc. I would also consider finding other small directories to post links to your new blogs. You should  always be as consistent as possible with your keywords and anchor texts.

The main idea here is that you are pushing your content out to audiences that might not read it. You are also doing this in a way that will allow you to control the process.

Day Four Traffic Building

This is the bit where, hopefully, the clever writing and interesting perspective comes in. This is where you should return to your forums and start asking questions that will get people to answer you in an interesting way. We might ask “What do you the forum readers think about the state of SEO in Sydney”, or “If you were an SEO in Sydney what might you do?” As people start to answer use a link back to your original articles as proof of what you are arguing for. Use the knowledge you have gained to post your link as back up.

Now would be the time to use a link back to your article and your home page in the signatures on the forums. Some of them require you to wait a certain amount of time, which is fine, you just need to make sure you are answering in a clever and inciteful way.

You should also now start to contact the writers of bloggers in your feild and see if you can get them to mention your posts or blog posts in their next post. It helps if you have linked to them or used their material in your original post. Make sure you use this as a chance to start building a good relationship with other bloggers. It will help if you are  a leader in your field, or if you have carried out some original research for your article.

Day FiveThe trendy follow up

This is the most crucial part of increasing your position in Google. You need to post a follow up article on your website and your new blogs. You can follow a similar process as before, but your topic needs to be different.

First use Google Insights and Tweet Meme to find out ANYTHING that has been trending in the last few days. It has to be AT MOST in the last 3 days preferrably in the last 24 hours. Then write a your new article with “Keywords + Trendy topic”. It could be anything. In our case we might try “Justin Beiber and SEO”. In the past we have written about how marketing applies to the Australian election. Make sure your post is provocative, and out there. This post HAS to be something that will cause a reaction in people, even if it is one with the up-chuck reflex.

Make sure you use the trendy words as the title keywords and the first words in the body. Try to write as much as you can about how your topic applies to the trend, how it influences the trend, what works and what doesnt etc. ONLY link back to your original article and your front page. You can pepper your new article with links to other page about the trendy theme, but nothing else, and try to keep it to pages that have a good page rank.

Again, post the page out to StumbleUpon etc, and Twitter. Make sure you use Twitter three or four times, aiming to get people to read your posts related to the trending topic.

Day SixTrendy Syndication

Follow through the same process as before posting a cut down version to your new blogs. However when you post this one, focus on the trendy theme. Make sure you have at least 3/4s on the trend, and the other quarter on your topic. Again make sure the only links back are either for the trend, or back to your website.

Post this one out to Stumble Upon etc.

Post something about this in your forums, but this time link to your blogs, not your main page. Say something like “I found this crazy post on Justin Beiber and SEO” etc. The main goal of this post is to improve the SERPs of your original page and your front page of your website.

Day Seven – Analysis

Like all good marketing people, the seventh day is for analysis. Look at your analytics and see if there was any impact. See if there were any keyword trends that was attracting people to your website. Use yahoo search and open site explorer to find out which other pages ended up linking to your topic page.

You should also use this time to look for other topics in your field that you can write about. The more you follow this process, the better your position will be overall.Write down a list of posts you can use in the future. Write a lot of back up posts just for your blogs that are quick and easy posts to keep the content fresh. Read other peoples blogs and comment just for fun, not just for SEO purposes.

We rotate content across about 10 different blogs and our website, with a focus on creating interesting content. We also know that it is a long term prospect. However the main idea is that we can build some SEO properties that gather external links in their own right.

When you are in a competitive SEO market, after a while more PR 0 links just won’t cut it. You have to build ways to get PR3+ links that come back to your website. Quality content is the best way to do that.

ultimate link directory search engine

This search engine allows you to find the best optimised, highest ranked FREE directories, by your keyword term. It searches through over 3500 free directories, all authenticated by the directory critic website.

web directory or link directory is a directory on the World Wide Web. It specializes in linking to other web sites and categorizing those links.

Web directories can help your ranking in search engines, because the provide a backlink to your website. The ones that are well optimised for your keyword are more likely to rank well for the keywords you need.

Directories are great for building backlinks in the early stages of launching a website. Finding one that has been optimised to your keyword will not only give you a strong backlink to your website, but it should also drive traffic.

Google indexes website based on keywords, and the only way to guarantee you are getting a link that is optimised to your keywords is by using the Google search engine to find directories.

All of the directories in this search engine should have free and paid options for adding your website. If they don’t please leave a comment below and we will update the code. We are always looking for free directories that provide a qulaity way for businesses to get listed. Improving your business listing can be good for your own SEO.

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Do follow blog search engine

We have recreated our dofollow blog search engine. This new and improved search engine allows you to find relevant blogs amongst over 350 that have registered their blog as a do follow blog.

Finding relevant blogs that allow comments that are not nofollow is an important method for building backlinks and building a community. By reading, and commenting on these blogs you will start to gain a following for your own blog, and you will be able to interact and build a community around the subject or niche you are working in.

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