Arabic Restaurant
Small Restaurant for Arabic dishes
Digital Marketing Strategy
Template
Business name: FALAFEL FILFUL & QRUNFUL
Date: May 2024
- Situation Analysis - where are you now?
- Business overview
- Current marketing channels used
- SWOT Analysis
- PESTEL Analysis
- Competitor Analysis
- Target Customer Analysis
- SMART Objectives - where are you going?
- Strategy - how will you get there?
- Tactics - how exactly will you get there?
- Measuring success
- Situation Analysis - where are you now?
1.1 Business overview
(E.g. who you are, what you do, company size, what are your products/services, what is your overall mission and why are you writing this strategy - what are your business goals, what challenges do you face?)
I am Rana Jabari , I started recently a small business. I opened a small restaurant providing Syrian popular breakfast in addition to many Arabic main dishes. My role is advertisement on social media platforms. I am writing this strategy to make awareness about my restaurant and reach high number of the followers, then keep my eye on the number of the customers on both inside the restaurant and online orders. I have many challenge on of them that I am not in my home country so it is new country new rules new market and new code as well ,in addition there is a strong competition and a lot of options in this field.
1.2 Current marketing channels used
(List your current marketing channels and whether they perform well/not so well - what would you change? Are there any channels you’d like to add/remove/expand on?)
The current platform that I depend on it TikTok and Instagram.
1.3 SWOT Analysis
List your business’ strengths, weaknesses, opportunities and threats in the table below.
Strengths:
We provide authentic Syrian flavour in our dishes.
Our customers say that we make an authentic taste for most our dishes.
Our price is acceptable (cheaper) comparing to the market.
Weaknesses:
We have to improve old Flavors by adding something new.
We have to increase our budget for providing more adds on the platforms.
Opportunities:
Not all the dishes in the same flavour all the time.
Threats:
Consumers number decrease.
1.4 PESTEL Analysis
In the table below, list the factors that may impact on your business and digital marketing strategy.
Political
Economical
Cost of leaving is expensive in this country and the rent properties as well.
Social
Population here is continuously increasing , different culture are here as well , this expanding and diversity may impact our business
Technological
Environmental
Legal
1.5 Competitor Analysis
Complete the below competitor analysis for 4 of your closest competitors. (Further reading: https://sproutsocial.com/insights/competitor-analysis-tools/)
{insert competitor name #1}
{insert competitor name #2}
{insert competitor name #3}
{insert competitor name #4}
Company
size/revenue
Restaurant
Products/ Services offered
Different kinds of dishes and more diversity in the sandwiches that it provides
USP
Strengths
Different dishes
Diversity in its sandwich
It is old here in the country
Use influencer
Weaknesses
Some dishes are not good enough
Digital
Marketing
Channels
Used
Social media following
TIKTOK
Competitor analysis summary/notes:
1.6 Target Customer Analysis
In this section, detail who you will be targeting with your digital marketing strategy. If you have more than one target customer, you can create multiple buyer personas, but I would recommend you choose one to target with this strategy.
Below is an example of some of the things you may consider, however this may differ depending on industry. Feel free to add a photo/picture to bring your persona to life, as well as add your own headings.
Customer Persona
[Insert photo]
Persona Name: ---
Gender: female
Job Title: teacher
Age group: 33
Location: Warsan Dubai
Highest Level of Education:
Social Networks: Tiktok Instagram
Favorites websites: --
Motivated by: interested in Arabic dishes
Biggest challenges:
Interests:
Behavioural characteristics: Foody person
Further reading: https://www.hubspot.com/make-my-persona
- SMART Objectives - where are you going?
In this section, based on your research and business goals, set yourself up to 3 SMART objectives that you want to meet with this strategy. Remember, SMART means Specific, Measurable, Achievable, Relevant and Time-Bound.
Further reading: https://blog.hubspot.com/marketing/smart-goal-examples
Your current business goal(s):
Increase the followers on the platforms
List up to 3 SMART digital marketing objectives that will help you to meet your business goal(s).
Provide ads with new offers
Provide reels
Insight tool to observe the result
- Strategy - how will you get there?
Who exactly will you be targeting with your strategy? If you have multiple customer personas, which one will you choose and why?
Person who has intersts in Arabic food
How will you position your business/brand in your market to appeal to your target customer?
Focusing on authentic taste, affordable price ,
What is your business’ Unique Selling Proposition (USP)? Why should your target customer choose you above the competition?
Cheaper than other restaurant ,
We provide free delivery for specific distance.
Any other comments - e.g. pricing/products/services
Perceptual map: plot where you want to position your business/brand vs your competitors.
This can be in terms of price, quality, service - whatever is important to you and your business. The below measures (price v quality) are just an example - feel free to change!
High Quality
High price
We provide high quality in our dishes we are fussing on giving the authentic taste with low price comparing to the market
Low price
Low quality
- Tactics - how exactly will you get there?
In this section, list the digital marketing tactics you will use to meet each objective you have set in the previous section. The tactics you choose will vary depending on your overall marketing budget and your objectives.
Some examples of digital marketing tactics include: Paid search (PPC), social media, affiliate marketing, email marketing, digital advertising, organic search (SEO), content marketing, video marketing, your website/blog, digital PR.
Objective 1
Tactic #1
Social media
What do you plan to do and by when?
Posting 3 time a week reels
Why have you chosen this tactic?
More popular
Who is responsible?
Me
Objective 2
Tactic #1
Google map
What do you plan to do and by when?
Providing pictures about our food , increase the comments
Why have you chosen this tactic?
It is popular tool in this country to search on restaurants which has high stars
Who is responsible?
me
Objective 3
Tactic #1
What do you plan to do and by when?
Why have you chosen this tactic?
Who is responsible?
Once you have listed and confirmed your tactics, it may be helpful to plan them out on a timeline by creating an action plan. As part of this, you should assign deadlines, state who is responsible and assign any budgets available.
Tools such as Trello or Microsoft planner can be good for this.
- Measuring success
In the tables below, list the metrics you will be measuring for each tactic, how often you will measure them and what tools you will use to measure them.
Further reading: https://blog.hubspot.com/marketing/marketing-key-performanceindicators
Objective 1
Tactic #1
Tiktok ads
What metrics do you plan to measure?
Measuring number of followers and views , how many person save this ad on his favorite
How often will you measure?
weekly
What tools will you use?
Insight tools
Objective 2
Tactic #1
What metrics do you plan to measure?
How often will you measure?
What tools will you use?
Objective 3
Tactic #1
What metrics do you plan to measure?
How often will you measure?
What tools will you use?
Thank you!
I hope this template was useful.
https://louise-laurie.co.uk