Back to Basics: Marketing your pub online
In the year since the smoking ban it's become even more important for pubs to raise their profile and attract new customers, and the web provides a great way of doing this.
But as more people turn to searching the internet, it's worth asking where your pub would feature on any search. If you're not easily found, the chances are the pub around the corner will be, and you could be losing out.
For those who get lost in all the internet jargon, increasing their online presence may seem a hopeless task. The trick is to understand how people search before deciding the best ways to get noticed.
For instance, when they look for local services, such as a pub, a staggering 86 per cent of people search in a certain town or city. A potential customer looking for 'Sunday lunches in Scarborough' presents a priceless opportunity if you've tailored your marketing to this service and locality.
There are four key approaches that take full advantage of this dramatic growth of online local searching.Online directories
With paper directories and phonebooks becoming a thing of the past, potential customers are turning to online directories. The best results can be found by registering on different types of directories - those that are locally focused as well as industry-specific ones.
Local directories, such as www.cityvisitor.co.uk, list businesses in a certain geographical area. They have the added advantage of often being found on the first pages of search engines.
More industry-specific directories such as www.lookupapub.com focus on a certain type of business. Offering more of a guide to the industry, many also include reviews and enable customers to delve into the site for their specific requirements - be it a certain type of ale or special events.
It's also surprising how many businesses fail to take advantage of free directory listings, so it's worth shopping around and seeing what may work best for you. Your website
A website is one of the most cost-effective forms of advertising and can really set you apart from the competition. From menus to function facilities, from opening times to directions, you can publicise everything your pub has to offer.
It can also be used to let customers know about any special promotions or events. It also means that, in a sense, you are never actually closed. Anybody can find out what they need to know 24 hours a day, seven days a week.
You can set up your own website - there are lots of online guides - but there are plenty of companies that can build and help improve your website for you from as little as a few hundred pounds for the whole thing, including design and copywriting. Search engine optimisation
In a nutshell, search engine optimisation (SEO) means modifying the content of your website to feature relevant, specific search terms. When someone searches for a particular term, the internet is scanned for relevant content and your website will be indexed in the search engine results.
Although it's a simplistic view, the more tailored the content of your website to specific search terms, the higher you naturally rank in search engine results, meaning it's a good long-term strategy for increasing your online presence.
There are many tricks of the trade to boost your position. But it's worth remembering that with SEO there are no quick fixes. Appearing in the top results in a Google or Yahoo! search takes time and patience and will be a never-ending task.
Learning to describe your business using words that potential customers are likely to use is a good starting point. If you want the highest possible search engine position when customers look for 'pool tables in Pontefract', you need to tailor your website to these key words. Search engine advertising and pay-per-click campaigns
Search engine advertising enables you to appear next to results when someone searches for specific search terms. One of the best-known types is 'pay per click' (PPC) advertising, where you only pay when a visitor clicks on your ad and is directed to your website.
PPC can produce instant results which can be measured, making it one of the most popular choices around and a well-controlled campaign can see a good return on investment. Costs vary depending on the popularity of the specific search terms but you have tight control of your budget, ensuring you only spend what you can afford.
Again, you can run these campaigns yourself or, as most businesses do, get a Google-authorised AdWords reseller to do the work for you. They can design and run your campaign, updating and modifying your search terms on a regular basis to ensure you get value from every click. n
Steve Barnes is CEO of internet search company Infoserve. For more advice you can call its team of experts on 0845 367 7111.
