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5 great ways paid social ads can equal more restaurant reviews

August 11, 2016 by Alex Membrillo — CEO, Cardinal Web Solutions

It's no secret that online reviews can be very beneficial for a restaurant's reputation and business. But many restaurateurs are not aware that they can use paid social promotion to win reviews, making the most of the ad dollars you spend on Facebook, Instagram and Twitter. Here are five great ways to do just that:

1. Make reviews visible on your Facebook page:
Since reviews are not automatically featured on your Facebook page, take the time to activate this feature, allowing visitors to review your restaurant. First, go to "Manage Tabs" on your Facebook page menu — under the header — and click "Add Tabs." Then go to "General" and use the radio button to opt in to allow people to leave reviews on your page. You can even create a dedicated review tab at the top of the page. After all, the easier you make it for diners to do what you want, the more likely they are to do it. 

2. Create promoted posts asking for reviews:
Often the best way to get customers to review your restaurant is to ask them. So, when you publish a post, simply add something like, "Share your review here. Help us thrive."

But, don't ask for positive reviews because many sites, like Yelp and Google, remove positive reviews which appear to have been solicited. Likewise, customers grow to distrust all reviews posted on your page if it appears you are asking only for positive ones. 

Use promoted posts to ask for these reviews because Facebook's algorithms often make it so posts are displayed to only a few users, unless you pay to have them promoted. By choosing a post with a concrete benefit for your business, you can see ROI from your paid social promotions right away.

3. Sponsor food photographers on Instagram.
Foodies are the most popular posters on this visual social network. For instance, an account managed by three college students, @New Fork City, has nearly 700,000 followers. These types of influencers can attract a lot of eyes to your account. 

Likewise, ask the Instagrammers you sponsor to post a link to your review site of choice, and ask local diners to give you a bit of review "juice." Find Instagram users to approach by searching for keywords related to your location and food. The most popular users can yield the most engagement.

4. Use review snippets in social media ads:
Testimonials not only drive diners to your business, but they are also helpful in soliciting still more reviews for your restaurant. Create a Facebook ad with a review snippet, then wrap up the ad by asking users if they've told the world about the restaurants they love. Link that ad directly to your Facebook review tab, Google My Business page or your website's review screen. 

5. Offer bonuses for check-ins and likes:
Though most review sites won't let you offer incentives for reviews, you can solicit "likes" and "check-ins." So consider an ad that offers a discount or free item for users who check-in from their phones at your restaurant. Train servers to ask patrons to leave a review when customers check in. This is a great opportunity to offer free desserts to guests who contribute, since most of them will have eaten their meals by then. 

The Bottom Line: Make the most out of your ad dollars, when it comes to paid social media. Enhance your online visibility for long after your paid promotion has run its course by gaining reviews during the campaign. Your efforts will continue to bear fruit long after the ad money is spent. 

About Alex Membrillo

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