The Importance of Being Relevant

Build online trust & value for your business by publishing regular updates.

It is a challenge, however it has to be done to ensure your website is working hard for your business. Of course, the content of your website has to use appropriate key words and phrases to rank highly on Google and other search engines. However, it should always be current and relevant to your key target audience (KTA) so they are engaged and informed on an ongoing basis.

Maybe your Social Media posts would catch the eye like this one...

“Did you know people are actually getting paid to mention products in their Facebook statuses? That’s almost as crazy as the massive discounts at Dave’s Kitchen Appliance Warehouse this coming weekend! Check it out!”

Ok, we're having a bit of a laugh, but do you see what happened there? Through the use of humour you were informed about an up-coming event. In this case, a sale at Dave’s Kitchen Warehouse THIS weekend. Taking it further, this cheekily informative post can:

• Become an advert (boosted)
• Accurately target people within Dave's catchment area
• Target those showing an interest in kitchens
• Link to a page on Dave's website for more information
• Generate enquiries directly from social media or his website.

Your web content needs to constantly be updated or the very people you are trying to attract will just stop visiting. Nothing new becomes boring. Quickly.

The Restaurant Website Example

Vincent's is a local Vegetarian restaurant. They have a relatively static website with the same, generic menu and a few half decent photos that they had taken a while ago... displayed over and over again... day after day... week after week. Vincent's food is nothing short of delicious, however, after a few visits to his website and social pages, people lose interest. They don't receive any updates and there's nothing new, so they've seen it all before.

Now, imagine their local rival Valerie's has constantly expanding, changing content that is entirely relevant to the diners they wish to attract. This more ‘switched on’ restaurant owner is attracting local vegetarians by using online marketing properly. They regularly publish well-prepared, fresh web content using quality ingredients that people readily consume and share (see what we did there?). Valerie's have a great reputation online with several trustworthy reviews that are highly visible for anyone who wants some reassurance. Valerie's loyal and potential diners can look forward to regular updates, such as these:

Weekly Vegetarian Recipes...
This week's delicious recipe is Sweet Potato and Mango Chutney Mash

Local News...
Theatre Deal “James and The Giant Peach” production at town hall. Free Peach Sorbet with every Pre-Theatre meal in our restaurant all this week.

Seasonal/Event Specials...
Try our Spooky & Spicy Pumpkin Pie this Hallowe’en – Families of 4 or more take away a Free Carved Pumpkin.

We Love Misshaped Vegetables Too...
Everyone is concerned about food waste nowadays so we use ALL local produce in our vegetarian restaurant – even the Misshaped vegetables. No waste is good for the environment.

MasterCook Recipe...
For this week only: We have re-created and are serving the winning vegetarian recipe: ‘Aubergine and Kumquat Risotto’ that won last night’s MasterCook TV show and had the all the chef judge’s smiling. Book early by clicking here.

The restaurant encourages diners to leave reviews on Facebook and Google or to ‘Share’ them for a chance to get one meal for free, next time they visit Valerie's. Like Dave, they also run regular ad campaigns to raise awareness of upcoming events or promotions too.

It's a Question of Choice

Now, when researching a local vegetarian restaurant online, where would you be more likely to book a table, Vincent's or Valerie's?

Get the idea?

Now, you need to consider how and if the above applies to you...