Text Marketing Tips for the Holidays: Keeping Customers Informed and Engaged

person using cell phone

December is a prime time for restaurants to increase revenue, but it also presents unique challenges. With the holiday season in full swing, competition for customers is fierce. Many people are busy with holiday shopping, parties, and family gatherings, leaving less time for dining out.  Plus, the weather can be wonky. Sometimes it’s freezing, and sometimes it’s pouring. These challenges make it essential for restaurants to have a well-crafted marketing strategy to stand out and attract customers.

This is where text marketing comes in.

Text marketing allows you to reach customers instantly with offers, events, and reminders at the perfect moment. It’s also easy to set up—many POS systems already have built-in text marketing features. At Olive + Leo, we love helping our clients think through creative ways to use these tools to build customer loyalty and boost foot traffic during the holidays.

Best Practices for Restaurant Text Marketing During the Holidays

To make the most of your holiday text campaigns, here are some best practices and strategies for restaurants:

1. Don’t be a Grinch and spam your customers. 

Timing is everything in the holiday hustle and bustle! Keep your text messages intentional and spaced out to avoid overwhelming them. Instead of sending daily updates, try targeting key moments—like weekends, paydays, or the day before a big event.

The holidays are all about spending time with family, friends, and coworkers. Send a message like, “🎄Planning a group gathering? Get 10% off a pitcher of drinks when you book a table for 6+ people this weekend!” Group deals encourage people to visit with larger parties, which means more sales for you.

2. Unwrap a Little Bit of Fun with a Countdown Series

Create some buzz by sending a countdown series of text messages in the days leading up to the holiday. Each message can reveal a different offer, event, or festive menu item. For example, “🎁 5 days until Christmas! Enjoy 10% off all desserts today only.” A countdown creates a sense of anticipation and gives customers a reason to keep your restaurant top of mind as the holiday approaches.

3. Be a Holiday Hero for Last-Minute Planners

Not everyone plans their holiday meals in advance. Appeal to last-minute planners by sending a same-day deal. Try something like, “🎄 No plans yet? Swing by today for a holiday special—20% off any entrée after 6 PM!” This strategy can fill seats that might otherwise remain empty, especially during slower periods on the holiday itself.

4. Deck the Texts with Tasty Pics

Showcase your limited-time holiday menu items to entice customers to visit. Send text updates like, “🍽️ Warm up with our spiced eggnog latte—only available this December!” Highlighting unique or seasonal offerings makes customers feel like they’ll miss out if they don’t come in soon, helping to drive both excitement and foot traffic.

5. Keep it Merry, Bright, and Brief

During the busy holiday season, customers appreciate concise messages that get to the point. Keep texts under 160 characters to ensure clarity, especially since longer messages may get split into multiple texts. Aim for direct language like, “🎄Holiday happy hour 4–6 PM today! Show this message for 10% off.”

6. Make Gift Cards the Star of the Season

Gift cards are always popular around the holidays. Use text marketing to promote special gift card offers with messages like, “🎁 Buy a $50 gift card, get $10 free—only until Dec 24th!” Not only do gift card sales boost your cash flow, but they also bring customers back after the holidays.

7. Send a Warm Thank-You Hug (via Text)

The holidays are a perfect time to show appreciation for your loyal customers. After the busy season ends, send a thank-you message like, “💖 Thank you for your support this holiday season! As a token of appreciation, enjoy 10% off your next visit.” A thoughtful message like this reinforces customer loyalty and encourages people to return during the quieter post-holiday period.

Let Olive + Leo Help You Make the Holidays Count

Our team at Olive + Leo can help you take the guesswork out of text marketing this holiday season. We specialize in helping local restaurants, coffee shops, and retailers leverage digital marketing tools to build customer loyalty. From crafting the perfect text messages to creating seasonal marketing campaigns, we’re here to support your success.

Learn more about our services or contact us today to schedule a consultation.

How to Promote Your Restaurant’s Seasonal Menu Online

bowl of restaurant soup

Fall is in the air, and so are new seasonal menu items. For restaurants, this is an exciting time to experiment with new flavors and ingredients and to entice customers to come back and try something new. Whether it’s a cozy pumpkin-spiced latte, a hearty fall-inspired entrée, or a new cocktail featuring fresh autumn fruits, these limited-time offerings provide unique opportunities to attract and delight your patrons.

But promoting your new menu items is just as important as the thoughtfulness you put into crafting each dish. As every restaurant knows, “If you cook it, they will come” isn’t exactly a strategy you can rely on. Most establishments post once or twice on social media and cross their fingers that customers will notice. 

At Olive + Leo, we believe in a more strategic, multi-channel approach. We love helping our clients develop creative, targeted digital and text marketing plans that really showcase those seasonal items. Here are a few strategies to make sure your new dishes get the attention they deserve—and keep your guests coming back for more.

How to Promote Your Seasonal Menu

Here are some creative ideas to promote new dishes and drinks through social media, email, and text marketing: 

1. Social Media

Social media is one of the best ways to showcase your new seasonal menu items and build excitement around them. With so many potential creative angles, it’s important to be intentional about how you promote these dishes. 

Here are a few ideas to help your social media posts stand out online:

 

    • Behind-the-Scenes with Chefs — Give your followers a sneak peek into the kitchen by sharing behind-the-scenes content of your chefs preparing the new menu items. Let them see the process, the fresh ingredients, and the passion that goes into each dish. Posts like this can generate excitement and help create a deeper connection between your restaurant and your audience.

    • Customer Testimonials — Nothing speaks louder than satisfied customers. Encourage your guests to share their experiences with your new menu items on social media. You can even offer an incentive, such as a discount on their next visit, for sharing a photo or review.

    • Ingredient Highlights — Seasonal dishes often feature fresh, local ingredients that are only available at certain times of the year. Highlighting these ingredients on your social channels can pique interest and educate customers about what makes these dishes special.

2. Text Marketing 

Text marketing offers a direct line of communication to your most loyal customers. It’s fast, effective, and often yields higher engagement rates than email or social media. 

Here are a few text marketing strategies to help you promote your seasonal menu:

 

    • “Try It First” Text — Send an exclusive text message to your loyalty program members, inviting them to try your new seasonal items before they’re available to the public. This makes your regulars feel special and valued while creating buzz.

    • Exclusive Offers: Think about a fun offer or promotion that might entice loyal customers to try new menu items. You could offer a special mid-week discount or a limited-time BOGO offer on the new seasonal items.

3. Email Marketing

Email marketing is another powerful tool for promoting your seasonal menu. While social media can generate buzz, email allows you to reach customers directly in their inboxes with more detailed information about what’s new. 

Here are a few ways you can use email to drive interest and foot traffic:

 

    • Seasonal Promotions — Create email campaigns that focus on the seasonal themes of your new menu items. For example, if your fall menu features pumpkin spice everything, you could send out an email campaign with a pumpkin-themed subject line and graphics.

    • VIP Invitations for Seasonal Menu Tastings — Host a special preview night for your most loyal customers and invite them via email. This creates an exclusive experience that encourages brand loyalty and generates word-of-mouth marketing.

    • Personalized Seasonal Pairing — Segment your email list based on customer history—whether they love wine, beer, or cocktails—and recommend pairings that go perfectly with your new seasonal dishes. For example, suggest a cozy red wine to complement a hearty fall entrée or a seasonal craft beer that pairs perfectly with your new appetizer.

Eliminate the Guesswork with Olive + Leo

Promoting seasonal menu items is one of the most effective ways to keep your restaurant fresh and exciting for customers. However, crafting a comprehensive marketing plan to make sure your seasonal dishes get the attention they deserve can feel overwhelming. That’s where Olive + Leo comes in.

Our team specializes in helping restaurants and hospitality businesses cultivate customer loyalty through thoughtful, affordable digital marketing strategies. From email campaigns and text marketing to social media promotions, we’re here to help you attract more customers and build stronger bonds with your patrons.

Want to learn more about how we can help? Reach out to us today and let’s start creating something delicious!

Maximizing Gift Card Sales During the Holiday Season

a present being held in front of a christmas tree

The holiday season is just around the corner, and for local restaurants and coffee shops, it’s one of the best opportunities to boost revenue—especially when it comes to selling gift cards. Think about it: gift cards are an easy win for your most loyal customers who want to share their favorite spots with friends and family. They’re also popular! Studies from last year’s holiday spending show that 55% of holiday shoppers said they would like to receive gift cards, and nearly 30% of consumers said they planned to buy themselves a gift card.

So there’s no doubt consumers will be buying gift cards this holiday season, but the question is, will they be purchasing one from you? Here are a few creative online marketing campaign ideas to help you capture their attention and make sure your gift cards are at the top of their holiday shopping lists.

Creative Campaign Ideas to Maximize Holiday Gift Card Sales

1. Gift Card Bundle Promotions

Create a sense of value and festivity by offering themed gift card bundles. Pair a gift card with a popular menu item or a holiday treat, such as a seasonal drink and a pastry. This type of promotion adds extra appeal for customers looking to gift an experience rather than just a card. You can promote these bundles through eye-catching social media posts and email campaigns that highlight the added value. 

For example, you might offer something like this: “Buy a $50 gift card and get a free peppermint latte and gingerbread cookie with your purchase.” This not only incentivizes the purchase but also encourages the recipient to visit your cafe or restaurant.

2. User-Generated Content Campaign

Leverage the power of your loyal customers by encouraging them to share their favorite moments at your restaurant or coffee shop. Create a holiday-themed hashtag like #GiftOfFlavor and ask your followers to post photos or stories of their best experiences with your food or drinks. Incentivize participation by offering a chance to win a gift card.

This type of user-generated content not only promotes your gift cards but also strengthens your brand by showcasing real customer stories. You can feature the best entries on your social media channels and email newsletters, giving participants the added bonus of being highlighted by their favorite local spot.

3. Countdown to the Holidays

Create excitement and urgency with a countdown campaign leading up to the holidays. Each day, offer a different promotion tied to your gift cards. For example:

  • Day 1: Buy a $50 gift card, get a $10 bonus
  • Day 2: Buy two $25 gift cards, get a free dessert
  • Day 3: Share our post and tag a friend for a chance to win a $25 gift card

This type of campaign can be promoted through email, social media, or text message marketing, encouraging your audience to check back daily for new offers. The sense of urgency and novelty each day drives engagement and can lead to increased gift card purchases.

4. Gift Card Giveaways

Who doesn’t love a good social media contest contest? Host a series of giveaways on your social media platforms where followers can enter to win a gift card by liking, sharing, or tagging friends in your posts. This can increase engagement while expanding your reach to potential new customers.

Consider hosting a themed series of giveaways—such as “12 Days of Giveaways”—where you give out gift cards or bundles each day leading up to the holidays. Giveaways can keep your audience engaged throughout the holiday season and build excitement around your brand.

For more insights, be sure to check out our resource on running a successful restaurant social media contest or campaign. 

5. Personalized Email Campaigns

Use your customer data to send personalized email campaigns that recommend gift cards based on previous purchases. For instance, if a customer frequently orders a specific dish or drink, send them a targeted email suggesting they gift that experience to someone special.

An example email might say, “Treat someone to your favorite meal this holiday season! Buy a gift card and let your loved ones experience the best [insert dish or drink] in town.” Personalization makes your marketing feel more genuine and can lead to higher conversion rates.

Best Practices for Promoting Gift Cards Online

When promoting gift cards through digital channels like social media, email, and text messaging, it’s essential to keep a few best practices in mind to ensure your campaigns are effective:

  • Use eye-catching visuals: Whether it’s a festive graphic or a well-designed email, make sure your visuals are engaging and convey the holiday spirit.
  • Incentivize early purchases: Offer early-bird deals or bonus incentives for those who purchase gift cards before a certain date.
  • Create a sense of urgency: Use countdowns or limited-time offers to encourage quick purchases.
  • Leverage storytelling: Share stories of customers who have given or received gift cards, making your promotions feel more personal and relatable.
  • Segment your audience: Tailor your email or text message promotions based on customer behaviors and preferences to make the message more relevant.
  • Optimize for mobile: Ensure that your emails, social media posts, and landing pages are mobile-friendly, as many holiday shoppers will be browsing and purchasing from their phones.

Make the Most of Your Holiday Marketing

At the end of the day, making the most of the holiday season isn’t just about offering gift cards—it’s about creating an experience that makes people want to share your restaurant with others. With the right marketing plan in place, you can turn gift cards into more than just a sale; you can use them as a tool to bring new customers through the door and keep regulars coming back for more.

We’d love to help you take things to the next level. Whether it’s coming up with engaging social media campaigns or making sure your promotions reach the right people, Olive + Leo is here to make sure your restaurant or coffee shop shines this holiday season. Let’s chat and see how we can work together! And for more timely holiday marketing tips for your restaurant or hospitality business, be sure to follow us on Instagram or LinkedIn!

From Opens to Orders: Measuring What Matters in Restaurant Mobile Marketing

restaurant cook reading order tickets

In today’s fast-paced digital world, restaurant owners and general managers understand the importance of mobile marketing. With smartphones in nearly every pocket, it’s a powerful way to reach your customers. But with so many options—social media, email, text marketing—it’s easy to feel overwhelmed. How do you know what’s working? How can you be sure your efforts are translating into more customers, more orders, and more revenue?

At Olive + Leo, we love helping local restaurants and retailers not only develop effective mobile marketing strategies but also measure and analyze their results so they can continuously optimize and increase profits.

Key Metrics to Help You Measure What Matters

Instead of the “throw it on the wall and see what sticks” approach, we recommend focusing on a few key metrics to measure your mobile marketing effectiveness. Let’s dive into those metrics that can help you turn your opens into orders.

1. Text Marketing Campaign Effectiveness

Text marketing is one of the most direct ways to reach your customers, but how do you know if it’s hitting the mark? Start by keeping an eye on open rates and click-through rates (CTR). These tell you how many people are engaging with your texts. But don’t stop there—dig into the redemption rates of any offers or discounts you include. Are your buy-one-get-one-free deals bringing people through the door, or are your half-off appetizers the real crowd-pleaser? 

By regularly evaluating your restaurant’s text marketing efforts, you can tweak your campaigns to focus on the offers that truly get results.

2. Social Media Content Engagement

Social media isn’t just about posting mouthwatering photos of your dishes, although that’s important, too! It’s about creating content that gets people talking and, more importantly, walking through your doors. Pay attention to what types of posts get the most likes, comments, shares, and saves. Is your audience more into your behind-the-scenes kitchen videos, or do they love hearing about your daily specials? Also, check how much traffic your social media channels are driving to your website or reservation system. 

If people are engaging but not taking action, it might be time to mix things up and evolve your social media strategy.

3. Digital Advertising Performance

Running ads on Google, Facebook, or Instagram? Great! But how do you know which platform is giving you the best bang for your buck? Start by tracking metrics like click-through rates, cost per click, and conversion rates for each platform. Then, dig a little deeper. Are your ads reaching the right audience? If your dinner specials are showing up for early birds, your targeting might need a little tweak. 

By keeping a close eye on these metrics, you can make sure you’re spending your ad dollars where they’ll have the most impact.

4. Customer Loyalty Growth

Building a loyal customer base is like having a solid foundation for your restaurant. So, how’s your customer loyalty program growing? Track the number of new sign-ups and see how often these customers are coming back. Are they taking advantage of your loyalty offers? Are they spending more over time? 

This data can help you shape your loyalty program to keep your regulars coming back—and maybe even bringing their friends along.

Practical Advice for Restaurant Managers

Tracking these metrics is just the beginning—knowing how to blend them into a winning strategy is where the magic happens. Here are some best practices we recommend for crafting a mobile marketing recipe that truly delivers:

1. Establish a Regular Measurement System

Consistency is your best friend when it comes to measuring the success of your mobile marketing. Set up a regular schedule—whether it’s weekly, bi-weekly, or monthly—to review your metrics. This way, you can spot trends, make adjustments, and keep your strategy on track.

2. Give Things Time to Work

We know it’s tempting to want immediate results, but digital marketing is more like a slow-cooked meal than fast food. Give your campaigns time to simmer before making any big changes. This will give you a clearer picture of what’s working and what might need to be changed.

3. Keep Evolving and Learning

The digital world doesn’t stand still, and neither should you. Stay on top of the latest trends and tools in mobile marketing. Don’t be afraid to experiment with new platforms or strategies. The more you learn and adapt, the more successful your marketing efforts will be.

4. Recognize Other Factors That Impact Customer Loyalty

While mobile marketing is crucial, it’s just one piece of the puzzle. Remember, customer loyalty is also shaped by the experience you offer: great customer service, a welcoming atmosphere, and delicious food. Your marketing can bring customers in, but it’s the experience that will bring them back.

From Strategy to Success—We’re Here to Help

At Olive + Leo, we’re passionate about helping local restaurants and retailers enhance customer loyalty through effective mobile marketing strategies. By focusing on the right metrics and continuously refining your approach, you can turn opens into orders and drive long-term success for your business.

Ready to take your mobile marketing to the next level? Connect with our team today, and let’s create a strategy that works for you.

How to Automate Text Marketing Messages

girl in white tshirt looking at her phone while walking outside

Running a restaurant is a whirlwind. Between whipping up delicious dishes, keeping up with inventory, and making sure customers are happy, there’s barely a moment to breathe, let alone plan elaborate marketing campaigns. And yet, the reality remains: engaging with your customers and promoting your business is crucial for success.

But here’s the secret: effective marketing doesn’t have to waste your precious hours. That’s where text marketing comes in. It’s a powerful tool for building relationships, driving repeat business, and boosting sales, all while being budget-friendly and easy to manage. But with limited time, manually crafting and sending text campaigns might feel overwhelming. That’s where the real magic happens: automation.

At Olive + Leo, we built our text marketing and digital engagement platform specifically for the hospitality industry, because we believe you deserve that kind of magic. With our automated text campaigns, you can connect with customers on a personal level without getting bogged down in constant management. In this article, we’ll explore the magic of automating text campaigns and how it can revolutionize your restaurant’s marketing strategy.

5 Automated Text Campaign Ideas 

Ready to free up your time with the power of text marketing? Here are just a few automated text campaign ideas to get you started:

1. Welcome them with an offer they can’t refuse

When someone joins your text list or makes their first purchase, send a personalized welcome message that makes them feel special. Make sure this offer is compelling so they are grateful for signing up for the program and incentivized to use it. This sets a positive tone and starts building a relationship from the get-go.

2. Celebrate special occasions 

Anniversaries are a golden opportunity to show customers you care. Send an automated text with a personalized discount or reward on the anniversary of their first visit or sign-up. It’s a small gesture that makes a big difference, reminding them why they love your restaurant and encouraging another visit.

3. Send them a birthday surprise 

Birthdays are all about feeling special. Make your customers’ day with an automated text with birthday wishes and an exclusive offer. This personalized touch shows you remember them, boosting their mood and loyalty.

Pro Tip: Sending the special offer a few days before their birthday will help your message stand out if they get inundated with texts on their special day.

4. Rekindle the spark

Customers who haven’t visited in a while might need a little nudge. With the Olive + Leo platform, you can send an automated text after a period of inactivity (like 30 days) with a special offer or friendly reminder of your delicious food. It’s a gentle way to bring them back and reignite their love for your restaurant.

5. Make a simple online review request

For hospitality businesses, online reviews are marketing gold. Positive reviews can influence potential customers and boost your credibility. Leverage the power of automated texts to request reviews after a positive experience. For example, after a second visit, send a message asking for their feedback on Google or Yelp. This increases your chances of getting glowing reviews that attract even more customers.

The Recipe for Success: Automated Text Campaign Best Practices

Automation is only helpful if your text marketing campaigns are effective. Here are some best practices to make your automated campaigns truly shine:

  • Timing is Key

    Don’t overwhelm customers with too many texts—find the sweet spot for staying connected without being intrusive. For example, sending a text an hour after a visit can be more impactful than sending an immediate one, which may be easier to ignore.

  • Personalize like a Pro

    When possible, use the customer’s name and offer relevant deals based on their engagement or purchase history. This creates a human connection that resonates more than generic messages.

  • Humor is Your Friend

    Marketing texts don’t have to be dry. Infuse them with your brand voice, which may be funny, inspirational, or friendly. People appreciate a human touch.

  • Visuals Grab Attention

    Animated GIFs and images grab attention and leave a lasting impression. Use them to showcase your delicious dishes and vibrant atmosphere.

  • Track & Analyze

    Just like your signature dish, your campaigns need fine-tuning. As you implement campaigns, be sure to monitor metrics to see what’s working and adjust accordingly.

Unlock the Magic with Olive + Leo

At Olive + Leo, we believe that effective marketing doesn’t have to be time-consuming. By automating your text campaigns, you can unlock the magic of personalized engagement while freeing up valuable time to focus on what you do best—running your restaurant. Explore our services, discover the package that’s right for you, and start reaping the rewards of automated text marketing today.

From Feedback to Foot Traffic: Using Text Marketing to Gather Insights and Drive Action

Rustic chic coffee shop kitchen

In today’s competitive restaurant landscape, standing out requires more than delicious food and a charming atmosphere. Customers crave personalized experiences and genuine connections. Text marketing delivers both in spades. According to recent statistics, over 90% of consumers want to engage with businesses via text messages. It’s one of the most effective marketing channels for restaurants, coffee shops, bars, and other hospitality businesses. 

At Olive + Leo, we believe the potential of text marketing for the hospitality industry goes beyond sending out automated text marketing campaigns. Instead, it’s about harnessing the power of two-way conversations to understand your customers better and transform their feedback into actionable strategies. That’s why we’ve designed a streamlined text marketing and digital engagement platform with a unique twist: 1×1 conversational texting. 

In this article, we’ll explore how restaurants can leverage Olive + Leo’s text marketing platform to gather both quantitative and qualitative insights, transforming feedback into actionable strategies to drive foot traffic and enhance the customer experience.

Measuring the Impact of Your Text Marketing Campaigns

Text marketing campaigns provide valuable metrics that restaurants can use to gain insights and improve their marketing efforts. Here are some key metrics we encourage Olive + Leo users to consider:

  • Opt-in Rate

    This metric tracks the percentage of people who sign up for your text marketing list. A high opt-in rate indicates effective signup methods. Measuring this number can help you determine the effectiveness of your signage or promotional messaging. It can also identify potential gaps in your customer loyalty program. 

  • Open Rate 

    The open rate measures the percentage of people who open your text messages. A high open rate suggests engagement with your content and can help you gauge the effectiveness of your messaging. If your open rate decreases over time, you may need to improve the texts you send. 

  • Campaign Performance 

    Olive + Leo’s platform allows you to track the success of different text marketing campaigns based on foot traffic uplift. By analyzing campaign performance, you can identify which promotions resonate most with your customers and adjust your marketing strategy accordingly.

  • Redemption Rate 

    Monitoring how many customers redeem loyalty program rewards provides insights into the effectiveness of your loyalty program and can help you tailor future promotions to incentivize repeat visits.

  • Frequency of Visits

    Tracking how often customers visit your restaurant within a specific timeframe allows you to identify trends and patterns in customer behavior. Understanding visit frequency can guide personalized marketing campaigns or loyalty rewards to encourage more frequent visits.

Effective Text Marketing Scripts to Gather Feedback

Here are some example questions or text messages that restaurants could send through the Olive + Leo platform to gather insights from customers:

1. After a second visit to your location

“Thanks for visiting us again! We’re always looking to improve! What one thing could we do to make your next visit even better? Reply with your suggestion for a free dessert.” 

This text leverages the second visit milestone to encourage feedback while offering an incentive to boost response rates. It opens a two-way conversation with a customer, showing you value their opinion and care about their experience.

2. To encourage frequent check-ins

“Hi [Customer’s Name], we noticed you haven’t visited us in a while. Is there a reason for that? We’d love to hear your thoughts and welcome you back with a special offer!” 

This text acknowledges their absence in a friendly, non-accusatory way. It subtly asks for feedback on why they haven’t been back and offers a special offer as an incentive to return. The warm, inviting tone encourages a response and rekindles their connection with your restaurant.

3. When promoting your next event

“We’re hosting a [special event] on [date]. Would you be interested in attending? Reply with RSVP or PASS.” 

This text creates a sense of excitement and exclusivity around your event. It clearly communicates the event details and provides an easy way for customers to RSVP or decline. This helps gauge potential attendance and allows you to personalize future event promotions based on their interests.

4 . To enhance your customer loyalty program

“Hi [Customer Name]! We’re revamping our loyalty program! What rewards would motivate you to visit more often? (Reply with points, discounts, or exclusive experiences)”

This text directly involves the customer in shaping the future of your loyalty program, making them feel valued and heard. It offers three specific reward options to guide their response and gather valuable insights into their preferences. 

Ready to Take Your Text Marketing to the Next Level?

With Olive + Leo’s platform, you can leverage traditional and conversational text campaigns to engage with your customers, gather valuable feedback, and increase foot traffic. Learn more about our platform and explore our packages to discover how you can transform your restaurant marketing today.

How to Turn Customer Reviews into Solid Marketing Content

close up of hands getting ready to type on a white keyboard

If you have raving fans, it’s great to let potential leads know it! Customers take online reviews seriously, and the role it plays in consumer decisions continues to increase. Research from BrightLocal shows just how seriously potential customers take online reviews. 84% percent of buyers give online reviews the same weight in decision making as personal referrals. 

Online reviews are now starting to eclipse referral-based business. as Northwestern University finds that consumers are 270% more likely to buy a product or service with 5 positive reviews than a product or service with no reviews. That’s hugely significant! In order to harness the power of these reviews, use them in your marketing efforts to increase consumer trust and boost sales.

Use Customer Reviews To Enhance Your Website SEO 

One of the strongest ways to use positive reviews is by increasing the SEO score of your website based on those positive reviews. There are a few ways to do this. The first is simply to embed the code for Google Reviews in your website so that Google Reviews. This is a good option if the majority of your reviews are positive. Google’s search engine algorithm will recognize the embedded rating system and is likely to rank your site more highly as a result. 

The second way to utilize customer reviews is to include them on your website, either by using parts of the review text directly or by including graphics of the positive reviews on your site. (Don’t forget to change the alt text on these images so that they’re search-engine friendly) Google and Yelp hold a high trust cache with consumers, and citing positive reviews can help your brand leverage that trust. 

Use Customer Reviews on Social Media 

You may also have the advantage of keeping an eye on videos or posts that tag your brand. If you have a social media manager, have them proactively research any posts where your product or service is tagged. They can use tools like BuzzSumo or Mention to help with this. If they come across a positive review, have your team DM the content creator to ask if the review can be used in marketing materials. 

Some reviewers are happy to offer their thoughts gratis, while others work as part or full-time product influencers. Both types of social media reviews can be helpful to weave into your marketing strategy. Screenshots and re-posts of positive reviews can build brand awareness on multiple platforms.  

Let Negative Reviews Spur Institutional Changes

Online reviews through Yelp and Google provide business owners with what they say they want most: anonymous feedback close to the point of sale. But business owners are also human, and harsh or negative reviews can leave a bad taste in anyone’s mouth. After you take some time to feel frustrated, see if you can find the kernel of truth in their words. The frustration may be about an inefficient process, an unhelpful team member, or a product flaw. 

Rather than stew in frustration, take specific actions to address the issue. However, don’t revamp your entire process over one negative review. Reflect and ask your employees if they’ve also seen evidence of what the review mentions. If it comes up several times, it may be time to analyze and address a potential pain point. 

Be Proactive about Interacting With Reviews 

If you don’t have a Google My Business account or haven’t updated the account you have, you could be missing out on major opportunities to shape how your brand is perceived. One of these ways is by interacting with online reviews. Brands that interact with customers on Google cultivate a reputation for being proactive and conscientious. Plus, interacting with reviews often can allow you to pinpoint and identify possible customer needs or frustrations before they go viral. 

In the world of online reviews, negative feedback begets negative feedback. It shouldn’t go unaddressed, or you may see more of it. Instead, if you see a review that’s unfair or lacking context, you can provide that in your response to an online review. You can also offer to make it right, which goes a long way in securing customer loyalty. It says to potential buyers, “Even if we make a mistake, we will correct our error.”

Seven Strategies Your Email Newsletter Could Use

top down view of a women on her laptop drinking tea

When it comes to the basic “blocking and tackling” of effective marketing, email newsletters are on the starting line. After all, 81% of B2B businesses name newsletters as their top content marketing strategy. However, the popularity of newsletters often makes it one of the most difficult tactics to deploy. It’s important for every business to consider how their newsletter is going to stand out in the crowded inboxes of their audience. 

3 Benefits of Email Newsletters for Marketing

Before we dive into the strategies for developing an effective newsletter, here are just a few important factors to consider:

1. Newsletters provide a way to educate current and prospective customers.

An effective email newsletter is informative and relevant. It should appeal directly to the subscriber’s interests and cover the topics from the industry. Because of this, newsletters provide your audience with a better understanding and knowledge of your brand in a way that is helpful. 

2. Newsletters help you keep leads warm.

Not everyone who visits your website or submits their email address is ready to buy. Newsletters can be a great way to keep potential customers engaged and informed until they’re ready to make the decision to buy. 

3. Newsletters can enhance your brand reputation and highlight your expertise.

Newsletters also provide a way to establish yourself as a thought leader in your industry and build expertise. By sharing relevant industry news and providing perspective on important topics for your audience in your newsletter, you become a trusted voice for them. 

7 Effective Strategies for Email Newsletters

So how do you create an engaging newsletter that creates momentum for your marketing efforts? Here are seven strategies to consider:

1. Choose an Email Software that Works for Your Brand

There are many email service providers out there on the market and choosing the right one is not easy. While we’ve used several survey platforms to send newsletters for our clients, our team likes the features and functionality that Campaign Monitor provides. The key is to find software that can meet your requirements and can guarantee both high deliverability and quality of your emails.

2. Set the Right Expectations by Letting People Know What to Expect from Your Newsletter

Because of how many emails are sent daily, people are more and more reluctant to share their email addresses. Whenever you’re asking people to sign up for your newsletter, it’s helpful to answer the question “What’s in it for me?”

Helping people recognize the value of subscribing to your newsletter and setting expectations for how you will communicate with them goes a long way in maximizing the ROI of your campaigns. 

3. Use a Clean and Consistent Template

You want to make sure your newsletters are skimmable and easy to read. Whether you use an out-of-the-box template or get one created especially for your brand, using a consistent design will help your brand achieve a layer of ​​cohesiveness and flow.  

4. Make Sure Your Subject Line is Compelling

You only get one chance to make a great first impression with your subject line. According to research, 64% of readers make the decision to open an email based on the subject line alone. Here are a few different subject lines you can use to elevate your email newsletters.  

5. Consider Adding an Emoji to Your Subject Line

At Green Apple, we’ve found emojis help our clients’ newsletters stand out in a crowded inbox. One study analyzed over 9K email campaigns on mobile and found that subject lines that included emojis increased email open rates by 1,071% on Android and by 662% on iOS.

6. Make Your Newsletter Helpful & Informational More than Sales-Driven

Newsletters are better for cultivating customer loyalty and brand equity than they are for hard selling. When it comes to the content you create, it’s important to embrace the mindset of “always be helping.” One way to integrate this into your newsletters is the 90/10 rule: 90% informational content, 10% sales material. With the right balance, less is more and the educational material will lead to more sales than product copy.

7. Continually Analyze & Test to Find What Works

As with any marketing tactic, it’s important to constantly test and analyze your newsletter to see what works. You want to track the metrics that indicate whether or not your newsletter is working and test new ideas along the way. This includes testing out different strategies for send date, layout & design, calls-to-action, etc. 

Email newsletters might be something we’re all familiar with, but it can challenging to create a successful one for your own brand. We hope these insights and strategies help you develop a newsletter that delights subscribers and creates momentum for your marketing efforts.