Their Tactics
Original content, increased frequency,
and image quality.
Better Content
Posting brief quotes from a staff member with an interesting
life story inspired many people to read thoroughly and to feel
a deeper connection to the workers, owners and business itself.
Educational content
Instead of disappearing for days until another promotion was
ready, they frequently engaged with customers, posting in the
comments, even “cracking wise if someone was making jokes, so
we’d come across as the fun, not-to-serious people we really are.
The goal was to ensure people knew we were available
at all hours for any Big Cheezy-related needs.”
Appetizing Images
“We knew that the photos of our food were so good, it was only
about getting them in front of more people and they would sell
themselves. We didn’t have to write anything other than the name
of the item.” To cut through the competitive social media
algorithms, they spent $25 on a Facebook ad, simply of a photo of a
delicious, stuffed grilled cheese sandwich. “This lead to a domino
effect where we got a lot of free publicity from people who saw
the ad because they would tag their friends or even just send
it to them: ‘Have you seen this? Let’s go here ASAP!’”