10 tips for using digital marketing to promote your pub, bar or restaurant.

Matt S Rix
Nov 5 · 4 min read

Industry people talk about the importance of digital marketing, but few understand it and even less do it well. It can be a minefield for anyone starting out — or even those who already have some understanding of the discipline.

So here are some simple and practical tips to help you on your digital marketing journey from someone who lives it day-in, day-out.

1. Brilliant basics

Digital marketing is an enabler, not an end goal. Time and money invested in digital to drive consumers to your outlet will be wasted if their experience there is poor. Make sure the fundamental retail offer is executed well before thinking about moving on to more sophisticated forms of marketing.

2. Start with the end in mind

One of my biggest frustrations is when someone says, ‘I want to do something digital’ without taking the time to consider what it is they are trying to achieve. First understand what outcomes you’re trying to deliver before you decide how to get there. Digital can be a powerful tool to drive your business, but it’s not the right solution for every situation.

3. Walk before you run

If you’re just beginning your digital journey, the first thing you should do is ‘claim’ your business on Google using the Google My Business Tool to make your business much easier to find when customers search online. Next create a website — speak to a provider like Use Your Local, or if you’re feeling creative use a free tool such as Square Space to make your own. Finally, make a Facebook page by following the easy steps provided here to reach the 40 million UK users on the platform. These three components will help kick start your efforts through effective web presence.

4. Know your audience

Once you know what you’re trying to achieve, next think about who you want to target to make it happen. Where do they spend their time online and what kind of media do they respond to? For instance, Snapchat might not be the best place to advertise your OAP bingo evenings whereas the Silver Surfers are a major growth area on Facebook which has advanced tools for targeting specific age groups.

5. Join the conversation

You can bet that anything happening in the world right now is being discussed — at length — by thousands of people across the internet. You can use hashtags and features like trending topics on Twitter to talk about what matters to you and your venue, simultaneously helping to promote your offer. For example, HEINEKEN uses #longlivethelocal to discuss the issue of UK beer duty.

6. Tell your story

Marketing is a form of storytelling and digital — especially social media — gives you a great platform to tell your story. Consumers are bombarded by impersonal and faceless organisations, but if their local establishment can demonstrate some personality then these audiences will be responsive. Remember, people are equally interested in the journey as they are the final product, so don’t be afraid to give your customers a glimpse under the bonnet of your operation.

7. Sell your stuff

Stories don’t keep the lights on for most of us so you also need to balance your creative content with a commercial angle too. The good news is the internet is geared for commerce, and consumers are used to parting with their hard earned cash online. Why not use a service such as Collins to start taking online bookings, or Shopify to start an online store.

8. Money talks

There is a common misconception that social media is free. While there are many free tools and tactics you can use that get you started, to make the most of your online presence you’ll eventually have to reach for your credit card. The benefit of things like Facebook ads is that you have a powerful suite of formats which are fit for purpose, and allow you to experiment with very little investment. You’ll get rich information back in return that will tell you what’s worked and what hasn’t to help you optimise over time.

9. Data is king

When you collect data from consumers you are not only gaining a means of contacting or re targeting them; you are also gathering insight that you can use to tailor your offer and drive your business. Email marketing is one of the oldest forms of digital marketing but remains one of the most effective. A service like Wireless Social allows you to collect data from consumers who log into your Wi-Fi and build targeted campaigns based on demographics and interests when necessary permissions are granted.

10. Sweat your suppliers

Reach out to your suppliers or landlords for support with digital marketing. They should have the resource, capacity and capability to support you in this area, and have a vested interest in your business doing well. If your suppliers are unwilling or incapable of helping, find new suppliers.


Matt has over 10 years’ experience in on trade and hospitality where he has held various roles in events, operations, customer, brand and digital marketing including operating two of his own outlets. He is currently Digital Marketing Manager for the on trade at HEINEKEN UK and can be contacted via Matt.Rix@Heineken.co.uk.

This article will also appear in the January, 2020 edition of BII News.

Welcome to a place where words matter. On Medium, smart voices and original ideas take center stage - with no ads in sight. Watch
Follow all the topics you care about, and we’ll deliver the best stories for you to your homepage and inbox. Explore
Get unlimited access to the best stories on Medium — and support writers while you’re at it. Just $5/month. Upgrade