1. Get a website focused on conversion.

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1 Marketing is a crucial focus for any business to survive and flourish, especially in this day and age. As technology becomes more sophisticated, consumers are served more marketing and advertising than ever before. How can your catering business break through the noise? How can you position yourself in front of the right person at the right time? Check out these 7 ways caterers can improve their marketing to target the people in need of your services! 1. Get a website focused on conversion. Does your website make it easy for prospective clients to contact you? Do they have to hunt for your contact form or phone number? Just having your contact information on your website is not going to cut it; it needs to be REALLY easy for someone to reach you. If you make a prospect work for it, they re far more likely to abandon your site and move on to one that s easier to use. Making your website conversion-focused doesn t necessarily mean you need to start from scratch with a brand-new site. Work with your webmaster or digital marketing team to add your contact form to appropriate pages, and place your phone number in a very obvious location (like the top right corner) on every page. Provide a call-to-action on different pages of your site, directing people to communicate with you now that they ve learned more about your business. Conversion focused design eliminates distractions and guides users to fill out your contact form, so you can turn that lead into new business. Once you convert that lead, make sure your catering software feeds their information directly to your calendar so you can see your opportunities and confirmed events all in one place! 2. Utilize social media. Social media is the perfect platform to reach a huge audience, engage with potential clients, brand your business, build a rapport with your community, and showcase your catering business. We re seeing a rapidly growing trend with clients who want to support local businesses, and really provide their guests with a food experience. This puts you at an advantage! Connect with the people in your community and celebrate their events through social media.

2 Have a wedding this weekend? Take photos of the event, including the venue, food, and people, and then talk about what made that event unique. What kind of food did you serve and why? How did people react to the food? How great was the venue? What notable or interesting decor did you see? What did you enjoy about working with couple? By sharing this kind of content you are promoting your business but making it all about the client and the event, rather than focusing on yourself. Catering is a visual service not just because you offer beautiful food, but because you re providing an experience; capitalize on that experience and weave yourself into the story. 3. Create a follow-up system. Marketing can be a tricky balance between getting noticed and not annoying your leads. Ideally, you d be able to connect with a lead as soon as they come in, but this is easier said than done. Having a follow up system in place will make sure leads are hearing from you and able to communicate without overwhelming them. If a user fills out a form on your site, what information do they receive in exchange? Send a thank you that lets them know you ve received their information and provides some helpful guidance on working with your team. What next steps can they expect? Do you offer sample menu packages they can review? What is a general price range they can expect? Who will be their point of contact moving forward? Do you offering a complimentary tasting? There will be some questions you can t answer, but try to give them answers to the most frequently asked questions that may influence their decision. As your sales team follows up, don t focus strictly on phone calls. Most people planning an event are also working a full-time job, and phone calls can be a frustrating distraction (even though they asked you to contact them!). Send lead follow up s that makes it easy to get you the information you need. Provide a list of questions you would ask if you had them on the phone. Ask about service style, or specific wants and needs. If they are unresponsive, place them in an drip campaign that delivers 1-2 s a week, and focus on topics that would be of interest. Just because you don t hear from them right away does not mean they are lost! Stay top of mind, but give people the tools and space to connect when they are ready. 4. Connect with people and venues. Trade shows and wedding expos are great places to make connections with people looking for your services and other venues, but think outside of the box, as well! In addition to the big shows and smaller, boutique shows, consider working with local outdoor event spaces when they host concerts or summer parties. Many cities host movies after dark in the park, festivals and fairs. This is a great chance to showcase a gourmet popcorn stand and charge per bag, or set up a fun pretzel display and sell hand-held snacks.

3 Come prepared with brochures, sample menus, and print materials people can take home with them. Keep it simple here so your food stays safe and your offerings are limited to one or two easy items. Making connections with these venues could also land you on their preferred caterers list for private events, which can have unforeseen benefits! While looking at venues I saw one of our favorite restaurants, Lunch or Supper, listed as a preferred vendor. I had no idea they catered! We didn t end up picking that venue, but we did hire Lunch or Supper thanks to them! Our caterer ultimately got more business just by having their name on another venue s list. -Molly 5. Focus on digital marketing. With endless information at our fingertips, people are doing their research. When they search for caterer near me is your business showing up? Search engines use algorithms to determine which sites to show first. There are a number of factors that go into it, but the biggest influencers are content, site usability, engagement, and consistent NAP information. Content When it comes to content, caterers have a ton of material to work with! Create blog posts about the pros and cons of different service styles, what is exciting and new in the catering world, or highlight events that turned out amazing. This is not a set it and forget it situation you need to be adding fresh, relevant content on a regular basis. What are some unique holiday party ideas? Write about them in November when people are looking for a caterer for their holiday event. Creating content like this will help you naturally and organically build long-tailed keywords, which is a major benefit to search engine ranking. Usability & Engagement A user-friendly website is crucial. A clumsy or broken website experience will turn people away, which is not only detrimental for obvious reasons, but also because this shows search engines your users are not engaging with your website. Engagement is really about how many people visit your site, how much time they are spending on your site, if they are digging deeper or leaving after visiting one page, if they scroll to the bottom of the page, or even if they share it on

4 social media. More engagement is a good indicator that your site is relevant and useful, and search engines want to share the best information. NAP Information Finally your NAP information or Name, Address, Phone Number must be consistent across the internet. Local directories are sites like Yelp, Google My Business, Weddingwire and The Knot, and these sites all feed information to search engines. If you have a different phone number on your website, Yelp, and The Knot, you will confuse search engines and they won t know what to display so they ll display someone else's business! Updating your information across the web can be a tedious task, but services like Moz Local or Yext Listings can make it easy. 6. Build Brand Awareness When someone thinks, I need to hire a caterer, your business should come to mind that s what brand awareness is all about. All of these things we ve outlined are surefire ways to build brand awareness, but you shouldn t stop here; add a watermark to the images you re sharing on social media and hand out your business card whenever you chat with someone about catering and events. These small details can make a big impact when people are in need of your services. Create a referral program that incentivizes your current clients to refer their friends and family to your catering business. Send regular marketing s that contain fun, helpful, or engaging information. Try running a brand awareness campaign on Facebook. Whatever you do, keep your name in front of your clients and prospects regularly. 7. Stay in touch. Referrals and repeat clients can be the easiest, most fun, and most reliable source of business! These people already trust you, so you can get a bit more creative with your menu items, and they are going to be comfortable with your quality of work. Don t forget to market to them! After an event, send a handwritten thank you note to make your customers feel special and appreciated. Place them in a drip campaign that has a casual tone; you ve built a relationship with these folks, so you don t want to be too salesy! Your language can be as simple as: Happy Holidays! I hope everything is going smoothly this season. I just wanted to ask that you keep us in mind should you need any catering services this season we d love to

5 help you pull off another amazing event! Offering incentives to repeat clients is a great way to generate more business and earn their loyalty. These proven marketing strategies will help get your business in front of the right people at the right time, but above all, the best way to market your catering business is to provide an exceptional experience for all of your clients. Happy clients and happy guests means 5 star reviews and referrals. How are you currently managing your catering business and events? What systems do you have in place to make sure leads are followed up with and events are running smoothly? Our team can set you up for success to easily manage your events and grow your catering business! Schedule a time to talk with our team here. TotalPartyPlanner.com

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