To succeed on Facebook especially, you need to be engaging with your customers. Here's how these pubs are doing it well
Facebook Still King
Although you may have seen your organic reach* going down on Facebook over the last 12 months, it's still the best platform for you to get real results from your social marketing efforts. I don't mean just getting people to see your message but to actually get customers through the doors. Below are some examples of pubs doing exactly that by being engaging and standing out from the crowd.
Engagement Breeds Reach
The biggest takeaway I can give you from any of my training courses is that it's all about engagement. When you post a status update from your page, Facebook is analyzing how the first few people who see it react (amongst other factors). If people see it and click, comment or share then Facebook marks your content as interesting and shows it to more people.
On the other hand, if your content is boring, Facebook 'protects' people from seeing it. Tweet This
That's why whenever you look at the reach of your posts, you'll see higher engagement aligned with higher reach.
So how can you be more engaging?
Know Your Customers
This is the first thing you should do - sit down with a coffee and think about the 'average' person you're trying to attract on Facebook. Is it a younger man, who likes football and banter (this is who LadBible's target is) or is it 30-35 year old ladies who have children who react to the classic 'just one glass of wine' posts.
Once you know who your customers are, you can start creating content specifically for them. Here's those examples:
The Friendly Local
The Wardley is certainly presenting themselves as a real community pub on their Facebook page. Photos of staff enjoying themselves, videos of customers enjoying themselves (with their families) and recently a new member of staff who's always available for a selfie with a customer:
See their page here: https://www.facebook.com/thewardley/
The Gastro Pub
I love this example because I've always preferred 'proper' pubs to gastropubs - the restaurant aspect seems to take over the atmosphere and everything becomes a little formal. The Falcon Steakhouse counters this by showing their fantastic sense of humour as well as their USP (steaks, if you haven't guessed).
See their Facebook page here: https://www.facebook.com/thefalconsteakhouse
The Craft Beer Bar
Knowing that their customers are mainly going to be into the details of the ever-changing beers they have in offer, interesting photos, meet the brewer events and details like ABVs and tasting notes are all present on the Rake's page.
Also note how they're tagging suppliers in their posts - a great way to build up an online relationship with suppliers and increase your possible customer base. If I like Thornbridge beers (happy birthday Jaipur!) and see them share your post saying you're now serving their beer, you're now on my radar.
You can follow their page here: https://www.facebook.com/TheRakeSE1
The Town House
Offering food, drinks, comedy, events and accommodation the Coach & Four in Wilmslow has a lot to talk about on their Facebook page. That doesn't mean they're spamming their customers by posting too often. It also means selling by association - in this example not saying explicitly "come and eat with us" but implying it instead!
You can follow the Coach & Four here: https://www.facebook.com/CoachandFourlodge
The Sports Bar
As a dedicated sports bar, it can be easy to slip into the habit of just posting what games and matches you're showing in the bar. Do this and watch your engagement slide. Instead, here's a great example of Shooters Sports Bar sharing a sports-related video that's pure entertainment value to their customers:
Again it's about entertaining their Facebook fans to increase engagement. Other examples I've seen of this include asking people to predict the score of an upcoming game in the comments for a small prize.
People need to be listening before you can sell
Advertising organically* on Facebook only has limited success as customers will switch off.
Customers aren't on Facebook for adverts. They go there for entertainment and escapsim (Tweet This)
Understand that you need customers to see your posts before you can sell to them
The 80:20 rule
This is how you can improve your Facebook - 4 out of 5 posts shouldn't be selling - they should be entertaining or informative like some of the examples above. Then your 5th post can be sales-y.
I'm always on the lookout for more good examples to share on Inapub and in our training courses - let me know if you've had any Facebook posts with great engagement that I can share out! Find me on twitter @edavieswork or on Facebook here
*Organic Reach = how many people see your post without you paying to boost it
*Advertising Organically = Posting adverts to your Facebook page. Facebook has an advertising platform where these adverts work but it's not on your page