Rank higher on Google

Previously, Google showed a video rich snippet in the search results if the page was formatted correctly. Since the summer of 2014, this almost exclusively happens with results from YouTube. This caused major changes in video SEO: YouTube became a must-have instead of a should-have option.

Hosting on YouTube – A must have

If your videos are mainly for name recognition and a wide range, then uploading your videos to a platform like YouTube (or Vimeo for example) is a good idea. This way, the videos themselves will rank higher on Google. In addition, a video rich snippet (see image) and visitors of YouTube (the second-largest search engine in the world!) Can be found there. That is why YouTube is a must have. In addition, the YouTube player functions well and not unimportantly: YouTube is free. The disadvantage is that all traffic goes to YouTube itself and not to your own site. Converting is, therefore, more difficult and you do not benefit (in terms of SEO) from all clicks, likes, and shares.

Self host or Wistia: could have

Do you want to achieve with your videos that your own domain rank higher in search engines and that you get more traffic and conversions? Then you have to make sure that you host the videos on your own server, or via a platform like Wistia. Although this costs money, it is the way to ensure that all backlinks and traffic arrive at your own domain. This is again favorable in terms of SEO value, and also makes it easier to make visitors convert. The disadvantage is that you are missing all traffic on YouTube and it is difficult to get high and striking rankings in Google.

Best of both: should have

If you’re going to host your videos or use Wistia yourself, you can of course upload videos on YouTube to reach those visitors. You can use YouTube as a channel that you organize to send additional traffic to your own website. Crucial to this are, next to high vines, click through to your site. Make sure that it is as easy as possible to click from the YouTube video to your own domain. So there has to be a link at least once in the description, but you can also annotate in the video itself and make a final card. In addition, people must be convinced to click through. Think of visual, emotional, social and informational triggers.

Video Marketing Solutions Marbella & Estepona

If you are looking for professional advice for your business or promotional videos? Contact FML Marketing today, or visit our Video Marketing page first!

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Online Marketing agency Benahavís

Companies that are looking for an online marketing agency today have higher demands than simply a standard online marketing campaign. Determining the right keywords is no longer sufficient. The modern online marketing agency thinks along with the customer’s strategy. It has experience, knows the target group and knows how to score in Google. The right online marketing agency ensures results. But what is an online marketing agency? An online marketing agency is an organization that specializes in online marketing. The definition of online marketing is: “The marketing of products or services via the internet.” Online marketing has many branches:

• Search engine optimization (SEO)
• Online advertising (SEA)
• E-mail marketing
• Content marketing
• Social media marketing
• Affiliate marketing

Choosing an online Marketing agency 

Which online tool will help you achieve your goals? Choosing the right online marketing agency plays a crucial role in the online marketing strategy. An online marketing agency that uses the wrong techniques can cost you a lot of money, or ensure that the website just drops instead of rises in the search results. This article contains 10 tips for choosing the best online marketing agency for your company.

1. Are the opportunities present?

“Online marketing, we must also start with that!” A well-known slogan that certainly contains a core of truth. Nevertheless, before starting online marketing, you have to think carefully about whether it is smart to start within the short term. Frequently, promising initiatives on practical feasibility, lack of budget, lack of perseverance, experience or just the right skills. Analyze the situation first before you actively search for an online marketing agency.

2. Determine the target

The first step in choosing an online marketing agency is to determine the objectives and how they are exactly achieved. After all, it is difficult to reach the final destination without a map. The main objectives are: how do you see your company at the end of the campaign and what are your expectations? Growth, continuity or more turnover? And how does your company distinguish itself from the competition?

3. There is more than just online marketing

Do not forget to consider in all euphoria whether this is the right choice. There may also be other, cheaper or more effective methods to achieve the objective. Perhaps online marketing is not at all effective for your target group or online marketing does not fit into the existing marketing strategy at all. There are plenty of reasons not to opt for online marketing. So first make a good analysis that you are working with an online marketing agency. If this analysis shows that online marketing actually remains the best choice, then go for it as well. Remember: online marketing is just a means to achieve a goal.

4. Who is the target group?

An entrepreneur who discovers the internet often sees all sorts of opportunities and starting points and often has difficulty in setting a limit. If they are enthusiastic about online marketing, they would prefer to sell this to everyone as quickly as possible. This makes the actual use of online marketing not immediately effective. Because how exactly are you going to promote your product or service? To who? If you sell coats, do not advertise on a blog about computers. Targeting a target group is therefore crucial. Would you like to focus on a certain part of the market or a particular niche? Then you better choose an agency that has experience with that or an agency that explicitly focuses on that target group. Often an online marketing agency has its own network with websites and blogs where they can promote your website, or they have connections with people who have this. For example, if you have a restaurant, you would like an online marketing agency with experience in your market and a network that connects to this. In many cases, a company simply wants to make more sales. Then you are looking for an online marketing agency with experience in your industry that simply generates more revenue, whether through SEO, SEA or a newsletter.

5. Where is the target group?

It is important that you know where the target group is at what time and in what frequency. on which channels is the target group most receptive to a commercial message? In what form and at what time does the target group prefer to retrieve certain information? To have insight into the target group in an important part of online marketing, if you do not have this, chances are you are using the wrong strategy on the wrong channels.

6. White hat SEO

A lot can go wrong with online marketing, and one of the biggest problems is ‘black hat seo’: climbing in Google in a way that Google disapproves. Does the online marketing agency use ‘white hat techniques’ for search engine optimization (SEO)? White hat techniques are SEO strategies and techniques that are focused on the reader, instead of on the search engines like Google, and are also allowed by the search engines.

7. Social media activity

Social media has erupted into one of the most important means of communication today, especially among young people. Search engines also keep an eye on social media to determine which websites and Social media web content are important. (That is why Google started with Google Plus)

The social media are used so intensively that they are good channels for spreading news. This quickly reaches the target group and the short and powerful messages are easily read. In many messages, a link can be found to more information on a website, so additional visitors are realized. Because messages on social media are easy to share, the new spreads like a running fire and also reaches people you would not otherwise have reached. For example, references in social media can contribute well to more traffic and the online marketing strategy. Search engines use the information from social media when evaluating web pages. The more often content on a web page is retweeted, liked or shared, the more the content is valued by visitors and indirectly also the search engines.

Choosing your Marketing agency

Then the big decision: which online marketing agency do you choose? Have you put all the online marketing agencies together and compared the pros and cons with each other? How is the service? Do you know companies that have already collaborated with the online marketing agency? Checking references is never bad. Is the online marketing agency flexible and can they explain everything to you in a universal language? These are all things that you have to take into account. Therefore, you should be equally well immersed in the world of online marketing before joining an online marketing agency. There is more to it than you would say at first sight.

FML Marketing agency Benahavís

FML Marketing is an International-orientated company. Our staff speaks English, Spanish, German, Dutch and French. We serve clients in 5 different countries from our offices in Estepona and Amsterdam. We are looking forward to supporting you with your digital project.

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Facebook content strategy: Less clickbait and news

Do you always tag your friends in Facebook posts? When you scroll through Facebook, you will encounter this type of posts multiple times. Until recently, this was an ideal way to interact with your content as a page and thus create a large reach. Facebook is not so happy with this. Engagement bait is often perceived as spam, which creates a negative experience among Facebook users. To prevent this from happening, Facebook applies its algorithm. The use of engagement bait is therefore penalized with a reduced range of your content.

What exactly does Facebook see as engagement bait?

– Vote baiting: hereby asked to vote with a ‘like’ or ‘love’.
– React baiting: this involves asking for a specific action, such as liking if you agree with something.
– Share baiting: these are the known partial actions, for example, to be able to win something.
– Tag baiting: hereby asked to tag friends in a comment on a message.
– Comment baiting: a specific response is requested in the reactions.

More friends and family

Last Friday, Mark Zuckerberg announced that Facebook will update its newsfeed to show more meaningful updates from friends and family. As a result, Facebook returns to its original goal: connecting people.

Recently, Facebook received criticism from its community that public content – messages from companies, brands, and media – overshadowed personal moments that lead us to get in touch with each other.

Facebook content strategy: the current newsfeed

Currently, Facebook determines by the degree of involvement how high posts appear in the news feed. With this new update, they will also give priority to posts that provide interaction, such as a post that leads to a discussion in the comments. This gives the posts of friends priority over content from publishers or companies. This does not mean, however, that the posts of pages disappear in the news feed, but it may be less.

Links to a low-quality website will be penalized

A lot of spam on the internet is fed by traffic from social media channels. Facebook wants to prevent this spam by ‘punishing’ the posts that link to websites with bad web experiences. They have checked 100,000 different pages that are linked from Facebook. Then they have drawn up a list of common features that may indicate that a web page contains low-value or spam-like content.

What do these news feed updates mean for companies on Facebook?

With this update, business pages will see their reach, watch time and referral traffic drop. The impact varies per page and is related to the type of content that they share. Pages that share posts that people usually do not respond to or comment on can see the biggest decrease in their reach. Using ‘engagement bait’ to make people respond to posts is not a meaningful interaction and such messages are punished with less reach.

How do you deal with these updates of the algorithm?

The purpose of your content strategy should be: building a relationship with your target group that goes beyond a like, click or purchase. Therefore, ensure content that fits the needs of your target group. In terms of form, type, this content must also be varied and distinctive enough. If you succeed in this, the involvement will have to come naturally and asking for a like, tag or share will be ‘bad practice’.

In addition, it is also important that you link to landing pages with high quality. Pay attention to the following points:

• Your landing pages must not contain annoying, malicious, or shocking ads.
• Ensure a good loading speed.
• Only place interesting content.
• Check your bounce rate and the number of pages viewed per session. If people go deeper into your site from your landing page, this is a good sign.

Although Facebook itself does not deal with the commercial consequences of the updates, it is clear that pages that want to have more reach really need to invest in their messages in order to create a higher reach. In addition to these updates, we have seen for some time that the organic reach of news feed (timeline) posts is also decreasing. Making it more important that your Facebook advertising campaigns are used in the right way.

The post Facebook is radically changing news feed (timeline) appeared first on FML Marketing.

Restaurant marketing Marbella trends

Restaurant marketing is no longer the same as it has been in the past. Restaurants now embrace internet marketing and create an online identity for themselves. This sounds annoyingly difficult, but in the end it is noticeable when this is worked out in steps.

Guests now search online for restaurants. The opinion of others is increasingly important and the restaurant website often plays a larger role. Guests want to look at a menu before they make a choice. Before you start your (new) strategy for your restaurant marketing, search Google for your own restaurant. Where do you stand? What do guests say about you? Are you on the first page? How good is your website compared to others? Think carefully about your renewed marketing strategy. Below I describe a number of tips that are likely to 

Restaurant marketing Marbella – the 16 most important tips

If you rely entirely on traditional marketing, you will soon join in for bacon and beans. I’m not saying you should abolish that. Please do not! Complete your marketing for your restaurant by using the possibilities that the internet has to offer.

Marbella Marketing tip 1 

Stay up-to-date. Make sure you know what is going on in the market in which your restaurant operates. Keep yourself up to date on trends, facts and statistics that can help you improve your restaurant marketing. Keep learning.

Marbella Marketing tip 2 

Have a functional website. Can guests find your restaurant on the internet? Make sure you have an optimized website that does what you want it to do. Make sure they find your website rather than those of your competitors. Write a blog, post your menu of the day, involve social media and restaurant review websites.

Marbella Marketing tip 3 

Making use of local SEO Websites is no longer just for large companies. Nowadays it is more important than ever to have an internet marketing strategy as a small local company. 72% of all searches are focused on local information. Make use of it and be 100% sure that your website comes up during those searches.

Marbella Marketing tip 4

Make use of food bloggers. Ask (local) food bloggers to rate your restaurant for a free meal. An external link to your restaurant helps you in the ranking on Google and a positive review helps your reputation.

Marbella Marketing tip 5

Keep an eye on restaurant review websites. Nowadays you are strongly dependent on your reputation. So pay attention to what people say about your restaurant online. Here guests tell you about their (hopefully positive) experiences with your restaurant. Thank you for a positive comment and respectfully respond to a negative reaction.

Marbella Marketing tip 6

Use an online reservation module. Make sure people can make a reservation on your website right away. Sometimes people do not feel like calling and prefer to book online right away.

Marbella Marketing tip 7

Build an email database. Email marketing is still one of the most effective and fastest ways to reach your guests. You can promote newsletters through social media, on your website and even in your own restaurant. It is up to you to decide what works best.

Marbella Marketing tip 8

Use social media. With an interactive social media strategy, you can keep guests always involved in what is going on. It is a great way to position your restaurant and interact with your guests.

Marbella Marketing tip 9

Seize all possibilities. The online world is constantly changing. Because of this, it is important to constantly continue to explore new possibilities. Dare to use platforms like Foursquare for example. It may not be as big as Facebook but can nonetheless add a lot to your marketing plan.

Marbella Marketing tip 10

Publish enough information. Let your staff advise guests to follow you on social media, make it worthwhile for your guest to follow your restaurant. It is essential to post enough and interesting information so that it remains interesting to keep following your restaurant. Provide a healthy mix of funny, serious and interesting messages.

Marbella Marketing tip 11

Create ‘win’ actions. This is a great way to get reactions to social media, to increase your followers and eventually to get more guests. Give potential guests the chance to win a pizza, for example, or give them a different reward so they can talk about your restaurant and possibly come back.

Marbella Marketing tip 12

Create a ‘regulars’ program. Give returning guests exclusive deals and send them newsletters in which they feel personally addressed.

Marbella Marketing tip 13

Make sure your menu has a fresh look. Guests quickly draw conclusions based on appearance. A neat, beautifully designed and maintained menu quickly leads to the conclusion that the food is also of good quality.

Marbella Marketing tip 14

Ask and you will receive! Simply ask guests to like you on Facebook, to follow on Twitter, Pinterest or Instagram. Call people with whom you have a good relationship, use your network, friends and acquaintances to promote your company.

Marbella Marketing tip 15

Take control of your online reputation. Websites that review restaurants (Tripadvisor) have a big impact on your reputation and negative reviews can damage your restaurant rapidly. People are inclined to better remember negative experiences and share this. Keep an eye on your online reputation and actively ask guests for a positive review.

Marbella Marketing tip 16

Let yourself be advised by a specialist. FML Marketing Marbella specializes in the restaurant industry. We are happy to help you create your online identity. Would you like more information without obligation? Click here to contact us.

FML Marketing – Restaurant marketing Marbella specialist

Thank you for reading our blog. For more tips, tricks and insights, see more articles below!

FML Marketing is featured in DesignRush’s Best Brand Strategy Companies.

The post Restaurant marketing Marbella: 16 quick tips to attract more guests appeared first on FML Marketing.

1. Increase brand recognition

by using social media you increase the online presence of your company. By increasing the reach of your brand or product, consumers will recognize your brand or product name sooner and the name remains top-of-mind.

2. Online reputation management

Nowadays, it has become very easy for companies to monitor on the Internet what customers think of your brand. Here are several tools for finding. This part is very important for reputation management. By monitoring social media, you as an entrepreneur can respond quickly to reactions from (potential) customers and follow up on negative feedback. It is also advisable to monitor and learn from colleagues in the industry. Stagnation is decline: in many branches the saying

3. Stagnation is deterioration

The arrival of social media has changed marketing forever. The Internet is subject to constant changes. So it is important for your company to follow it. Social media is now becoming mature. As a result, you can no longer ignore it as an (innovative) company. Not to mention the massive presence of your (potential) target group.

4. Influence of buying behavior

The social media network of consumers has a considerable influence on buying behavior. Consumers who follow brands on social media often buy these products and regularly order them within their own network.

5. Social media business: Expert status

Your company profile/weblog is an excellent opportunity to be labeled as an expert by the consumer. Through a profile you can keep consumers up to date with the latest news regarding your company, but also sector-related news. When relevant news articles are shared on a regular basis, the consumer sees your company as an expert.

6. Generate website traffic

It is good to add a link to your site in posted messages where possible. By posting regular updates with a link on, for example, Twitter, Facebook or LinkedIn, you can generate additional traffic on the corporate website via ‘clicks’. Incoming links are also a very important factor in search engine marketing.

7. Influence on search engine rankings

Many social media websites use no-follow tags. This means that search engines do not follow them. Nevertheless, social media websites often score very high in search engines. Testing shows that websites with a social part in the link profile (i.e. the no-follow links) rank better than websites without no-follow links. This underlines the importance of a so-called ‘natural’ link profile. If people talk about your site (and link through social media), this is a natural process. Search engines attach great value to websites with a natural link profile. More about Search Engine Optimization and Google Ranking.

8. Niche & local marketing

With the arrival of social media, niche marketing has become even easier. Companies can search through social platforms for demographic characteristics and interests. Therefore, social media lends itself perfectly for location-bound services. These ‘Location Based Services’ are particularly suitable for companies that want to inform their customers about the specific possibilities at the location where the customer is at that moment. In the past, we executed a very successful Social Location based advert campaign for perhaps the most thrilling food truck company on the Costa del Sol, iFood Comida en Ruedas.  

9. Recruiting new talent

Recent research by MrWork shows that a majority of companies already use at least 3 different social media for recruitment. More than 80% of the respondents use social media for ’employer branding’ and ‘direct sourcing’. 58% of the respondents, for example, use vacancies on LinkedIn and / or have built up a ‘social talent pool’.

10. Input product development

Through monitoring of social media channels, you also gain insight into the wishes of the customer. This input is extremely useful for innovating your products. Although many social media platforms are free, it takes time and energy to set up a successful plan to formulate the target group, to find out where this target group is located and to analyze the feedback.

FML Marketing Social Media Solutions

Make more out of your Social Media presence, actions and (paid) campaigns, please contact us for an open-end advice. We are more than happy to share our thoughts and recommendations.

The post 10 reasons to use social media for your business appeared first on FML Marketing.

A good logo for your company

A good logo is, therefore, a condition for success and personally, I would never cut down on it. There are five important benchmarks to appreciate your logo:

1. Simplicity
2. Recognizable
3. Timeless
4. Versatile
5. Suitable

An effective logo is (in random order): simple, memorable, timeless, versatile and usable. Below I explain what you should pay attention to.

1. Simplicity

This is all about the art of omission! A good logo knows how to touch the essence, leaves away all that is unnecessary and is powerful in all its simplicity. So ask yourself if you look at your own logo: is this logo memorable? Is it recognizable? Is it powerful? Can I leave something out?

The swoosh from Nike does not even need text to be recognized. (See the picture below).

2. Recognizable

It starts with people knowing that your company exists. The first acquaintance is extremely important and partly forms the way a prospect looks at your company in the future. By working on your own unique appearance, you differentiate yourself from your competitors. Ask yourself when looking at your own logo: is this logo distinctive? Is it memorable? Do I distinguish myself from my direct competitors?

3. Timeless

Trends come and trends go, nice jeans or new shoes, but when it comes to your brand identity, a long-life logo is important. You do not want to lose your corporate image by changing frequently. Your logo needs to last for at least 10 years in terms of design. So ask yourself if you look at your own logo: is my logo timeless? In terms of color use, language and font?

4. Versatile

A logo is used on all house-style carriers. Your logo must be used both small (for example on a pen) and large (for example as a poster). For this reason, the logo must be infinitely scalable. The logo is therefore preferably stored as a vector file (eps) and not as a pixel file (jpg). Logos are often used in color but sometimes also in black and white. That is why it is important to test this variant beforehand for usability. Some logos are not beautiful in black and white and a special variant has to be designed. In addition, it is important to look at applications in both square, horizontal and vertical formats. Ask yourself if you look at your own logo: is my logo still effective when it is shown in one color? On the size of a stamp? On a billboard? And is it also legible to read clearly (light text on a dark background or photo)?

5. Suitable

An important part is to assess whether a logo is suitable for the intended purpose. This is a subjective assessment, but if a logo is not suitable, most people agree. A grocery chain needs a different look than a law firm. Many people think it is important to show what the company sells or offers as a service. However, this is a misunderstanding. A car salesman does not have to show a car, a telephone supplier does not need to show a telephone. A logo is purely for identification. Take the top 50 brands in the world: 94% of the logos do not describe what the company does. A good example of this is the Apple logo. An apple has nothing to do with the products that are offered. But the logo is very recognizable and distinctive compared to the competition. So ask yourself if you look at your own logo: which associations do I see in this logo? Does the experience match my product or service?

Professional Logo Design Marbella & Estepona

If you have doubts about your logo, it is advisable to call in a professional. Do not economize on the development of your logo, because a first impression can only be made once! Thank you for reading this blog by FML Marketing, the modern marketing agency located in Estepona on the Costa del Sol.

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Important Restaurant menu design tips

In this 3-minute article, we share some crucial tips when designing your restaurant menu.

The restaurant menu design

Design the menu so that it fits exactly with the wishes of your target group. Avoid making the menu exactly as you want it to be. It may just be that your wishes are completely different from those of your guests. Guests do not buy on the basis of all technical data but on the basis of emotion. Communicate the origin of the products and tell something about the history of your restaurant. Tell your story and respond to the guest’s emotions.

Readability and contrast

A menu must be legible. Some menu cards have a busy image or a bright color as a background. This makes the text on the menu very difficult to read. The same applies to contrast; make sure that the background color and text color are complementary to each other so that readability is good. A grey text on a black background is a no-go. 

Structure of the menu

Ensure that the structure of the menu is clear and structured. Put the dishes in different categories (starter, main course etc.) and ensure consistency in structure and design. Have a guest think about your menu card before you print a series or have the menu tested by your guest. The guest often has no knowledge of catering and scans a menu card design in a very different way than you might expect.

Avoid stress for the customer

The content of the menu is of course important. It is advisable to keep the range of dishes limited so that guests keep an overview and do not end up in a situation where there is too much choice (overkill!!). There is a rule of thumb to prevent choice stress, namely; 6 starters, 10 main courses and 6 desserts, less is also possible, more we recommend!

Psychology: it’s all-in-the-mind

Many studies have been conducted regarding the places on a menu where a dish sells the best. These studies show that the upper and lower dishes sell better. So put the dishes with a lot of margin on the top and bottom spots of the categories on your menu.

Quality of the card

Dirty stains, fingerprints, worn corners and scratches on the menu. They are irregularities that occur regularly. Do not forget that your guest is in his hands for a long time with the menu card and looks at it ‘thoroughly’. Unlike your waiters and waitresses, they only share the menu and sometimes forget to check the quality of the menu. A well-groomed, professional menu says a lot about (the rest of) your restaurant. Tip: Because many people look in advance on the website of your catering facility, it is wise to place a digital version of your menu on your website. The guest then knows exactly what he/she can expect! This can be done as a PDF, even better it is to include the texts on the site itself.

Need inspiration? FML Marketing has an extensive collection of menu designs in all shapes and sizes! Contact us and we share our expertise, designs, and tips with you!

• Are you having trouble to establish a website for your restaurant in Estepona or Marbella? Contact us today. We can help you build an SEO-optimized website. a website that is easy to maintain yourself, completely in line with your branding, style, and image.

The post The restaurant menu; design and layout, what should I pay attention to? appeared first on FML Marketing.

A website is nowadays a ‘second window’ for your restaurant but often receives very little attention. Very strange! Because your restaurant is more likely to be found via your website instead of your shop window. Having a professional website made with tasteful photographs by a photographer is actually no longer optional. It has become a visually attractive and very user-friendly website with all kinds of functionalities that make the life of the restaurant owner a lot easier.

Not just a website with a menu

When creating the website, the main focus should be on the customer. The tasteful photos of a professional photographer will make the visitor feel soft from the first second. The design of the website immediately shows the atmosphere of the restaurant: atmospheric, warm, contemporary. Actually the decision to make a reservation has already been made, but first, have a look at what exactly is on the menu … It is all possible at a glance. The visitor can taste some extra atmosphere in the photo gallery or make use of an ongoing campaign. The contact page completes this comprehensive website.

Website for restaurants: what should you pay attention to?

Are you working on a website for a restaurant, then it is advisable to get started with the following tips. The purpose of your website is to create a (taste) experience online. Professional photos will help you to get started for the layout of your website but also think of a photo gallery with atmospheric photos. The websites of today are more and more visually set. Having a website made by a professional is always advisable. Do indicate here that as soon as his work is finished, you also want to be able to make adjustments yourself, such as adjusting your menu yourself or adding actions to the restaurant yourself.

Mobile friendly is a must

You may still have the necessary hours behind your laptop, but (potential) restaurant visitors now expect a responsive website, which is also mobile-friendly. If you want to have a website made for your restaurant, make sure that your restaurant also looks slick on mobile devices. Many hungry people are using their mobile to search for an appropriate restaurant near their location.

Local Search Engine Optimization

We always compare having a nice website for your restaurant without any form of SEO is like having a Ferarri locked in the garage all year. It simply doesn’t make sense. Therefore, we always recommend starting with Search Engine Optimization right away. With extra focus on local SEO. In this blog about local SEO I have listed 5 important steps that restaurant owner can take themselves. If you require professional assistance, please contact us for a custom offer

Local Social advertisement

The final tip that we share today has not so much to with a website for restaurants. However, it is a valuable trick that can attract a lot of customers to your restaurant. What we noticed is that many local restaurants, for example In Estepona, are still relying very much on traditional, offline local media. In our opinion, this might not be the best way to go, as your customer is often ad-hoc looking for a place to eat. Your advertisement in a local newspaper is not going to help them directly, but a well-drafted Facebook advert, in the right location with your daily specials and offers is more likely. If you want to learn more about best practice Facebook advertisements for restaurants, please contact us today!

FML Marketing | Website for Restaurants Marbella & Estepona

Extra tips

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Giving back

There are several psychological principles that influence us when they receive small gifts. One of these principles is reciprocity. It is deep in our roots to want to do something back when we get something from someone. Something small like getting a compliment, or receiving a tester in the perfumery, can put this principle into effect. The reciprocity can express itself in the next time you come back to the same store because you have previously received such a nice extra. But it can also lead to more tips.

The complimentary peppermint why is this done?

Research shows that more tips are given if a chocolate or peppermint is offered to the bill, namely 17.1% of the bill, in contrast to 15.3% if no ‘gift’ is given. It has also been shown that several chocolates provide more tips. Furthermore, it helps to let customers choose their own delicacy or extra. They are generally more satisfied and happier as they leave the restaurant. An additional advantage is of course that the chances are that the customer will come back to actually buy the full product if the free tester likes it!

The last impression is the strongest

Another principle is the ‘recency effect’. This means that you are most influenced by something you have seen or heard last. It is therefore important to ensure that a positive last impression is left and that the customer walks out of the store or restaurant with a big smile. And what works better than an unexpected present? In addition, it has been proven that when paying, the same parts of the brain become active as when experiencing pain. Paying really hurts, and not just in the wallet! By giving a small something to your customer after paying, you ensure that you take away the pain of paying. You give the customer a last good impression what the customer will remind you of. So save sweets, make sure your testers are in stock and make sure your customer leaves your business with a nice feeling.

FML Marketing Solutions

FML Marketing is a Dutch marketing Agency located in Estepona, Marbella. We specialize in Web Design, local and International SEO and Graphic Design solutions for bars, restaurants, and hotels. Lear

The post A complimentary peppermint or candy, why is this actually done? appeared first on FML Marketing.

LinkedIn ads that DO work

The question regularly asked on the platform is whether campaigns are ‘business enough’. As a result, the ads we see are often ‘coloured within the lines’. Or we could just say utterly boring, not conversing..rubbish! Fortunately, some companies succeed in making contact with their target group in an innovative, creative way. In this article, we show 4 good examples. Moreover, we share three tips to prevent your company (again) from setting up a colourless campaign.

1. Sun farmers?

Promoting Solar energy in a LinkedIn campaign, with a tight budget? E.On in Sweden succeeded and won the LinkedIn Marketing Award in 2017 for the most innovative corporate campaign. The idea? Simple but brilliant. Do you want to be able to trigger homeowners and entrepreneurs to switch to sustainable energy? In ‘The Great LinkedIn Sunfarmer Stunt’ all E.On employees in Sweden were asked update to update their LinkedIn to: Solfarmare (literally translated: solar farmer). Can you imagine how much attention and questions that have been called upon? All those changes to functions in your timeline? We do! LinkedIn indicated that all tens of thousands of members were reached within a few hours. Never shown before, as far as we know. And because good money is better than bad thinking … Who picks up the glove in the Netherlands, Spain and the UK? Come on guys!!

2. KFC – The Personal approach

Although it does not strictly meet the terms of use of LinkedIn, we think KFC has found a great way to generate brand awareness. We strongly believe in the personal approach (human to human). That is why we were pleasantly surprised that KFC (or a fellow fan!) Had created a LinkedIn profile for the now-deceased founder of the company, Colonel Harland Sanders.

And they did not finish it off quickly! The LinkedIn profile contains contact details, a (striking) summary and a complete CV. He also completed 50 (they would have looked after skills) skills. What an original way to highlight the heart and the history of the company!

Although we are extremely enthusiastic, there is still room for improvement. For example, the profile is not yet linked to the official LinkedIn Company Page of KFC. In addition, we miss a header on the profile and we would find it logical if some historical photos were added here and there. But the most important loss is the updates and the lack of interaction. The introduction of KFC in another country? More about KFC as an employer? Or a spicy chicken recipe for the barbecue? It may all be slightly less static. Nevertheless, a big compliment for the KFC social media team, which is brilliant anyway. Have you ever wondered why the company exactly follows 11 accounts on Twitter? This, of course, was the perfect opportunity for Albert Heijn (Dutch supermarket chain) to use the brand on LinkedIn with supermarket manager Harry Piekema.  Do you work for a company with a beautiful, rich history and a special founder? Then this is your chance! 

3. Undies or INdies?

This campaign by Fruit of the Loom blew us away. What did they do on LinkedIn to trigger their target audience? The company, known by many of its underwear and socks, launched a campaign where it sent a LinkedIn message to members who just had a new job. They offered free underwear under the motto “great-fitting underwear can help you start your workday in a great mood”. A fantastic example of being relevant at the right time, in a fun way too! 

4. Bikinis on LinkedIn?

Let’s remain in the fashion corner … What do you think? Do bikinis belong on LinkedIn? With exactly this question and a stimulating photo below, Candice Galek unleashed a huge discussion on the platform. People fell over each other to give their opinion on this subject. A Smart thought of this entrepreneur … Because she owns a manufacturer of designer swimwear! It resulted in 250,000 profile views in the 90 consecutive days, receiving more than 7,000 invitations during the same period and also traffic to the website went through the roof. Due to all (over)heated reactions, her post was removed by LinkedIn and her account temporarily blocked. But the ‘damage’ was already done. For example, as a result of this one post, she received several interesting business proposals, she was in The Huffington Post and now has almost 70,000 followers on LinkedIn. What one single update can do…

3 tips for your business

But now back to the daily practice. What can your company do now to really stand out on LinkedIn? This depends to a large extent of course on the market you are in, the vision of your company and your proposition. But these three things ensure that your next campaign on LinkedIn does not become the thirteenth in a dozen.

1. Look over the wall of your industry and the countries in which you are active. Get inspired! It is still better to steel well that invent something that is utter shite.

2. Do you have a brilliant idea for a campaign on LinkedIn, but do you doubt it is suitable for the platform? Discuss the idea with colleagues. And we do not only mean your hip fellow marketers, but also think about your colleagues who answer the phone when angry customers are reporting, the recruiters or, for example, your IT administrator. And introduce it to an outsider, which can lead to confirmation or surprising new insights.

3. Last but not least, show guts! We can all colour within the lines. Dare to do differently. Remeber that the most beautiful flowers always grow on the edge of the clough…

Social Media Support | FML Marketing Estepona

Thank you for reading our blog here at FML Marketing. We are a marketing agency located in Estepona on the Costa del Sol. Please contact us in case you need support with LinkedIn ads, social media, social advertisement or other digital challenges. We are happy to support. Contact us for a chat to discuss your digital challenges!

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