DIGITAL MARKETING FOR RESTAURANTS: HOW TO ATTRACT AND RETAIN CUSTOMERS ONLINE

In the current scenario, digital marketing is a crucial tool for restaurants looking to increase their visibility and retain customers. Social media platforms, such as Instagram and Facebook, are ideal for sharing appealing photos of dishes, stories about events, and videos showcasing recipe preparations. According to Chaffey and Ellis-Chadwick (2020), these platforms allow the creation of an engaged community and foster relationships with customers by using relevant hashtags to increase reach and responding quickly to comments. Paid advertising is also an effective strategy to reach a specific audience. Through Google Ads, it is possible to target based on keywords related to the restaurant, attracting customers who are already searching for similar services. Additionally, Facebook and Instagram Ads offer detailed targeting by interests and demographics, as noted by Smith and Zook (2019). Analyzing return on investment (ROI) is vital for adjusting these campaigns and maximizing results.