Restaurant Marketing: Facebook Tips from Smart Pizza Marketing

By Bruce Irving

We at Smart Pizza Marketing, have spent thousands, and have been able to use the data obtained to really help others understand what is currently working. In this post, I am going to share the three specific things that are really working well right now on this incredible social network.

Number one : Video.

Now this may make a lot of people uncomfortable, but video is working tremendously well right now for owners and local pizzeria owners. It does take a little bit of confidence to get in front of the camera, and you really want to make sure you have your script completely down, especially with Facebook’s Live feature.  Have a few bullet points of what you want to talk about, making it roughly 30 to 90 seconds long. Here’s the key: be consistent with the videos. Make sure you commit to do one at least once per week, ideally the same time and day.

Number Two: Targeting people who live within a certain distance of your business.

If you go into the Ad Manager or boost a post on your Facebook page, Facebook gives you the ability to enter your physical address as the center point of that radius, which is crucial for targeting. So if your address is 123 Main St., when you go to boost the post, enter 123 Main St. as the pinpoint location and give a certain mile radius of advertising (usually 2-3 miles is good or where your delivery zone ends). Your ad will be focussed to people who live in that specific area.

Number Three: Targeting people who do not like your page.

Now for this one. you going to need the Ad Manager. The purpose of this is so that your ad will not be shown to people who already like your Facebook page—which allows you to broaden your audience for your posts and bring in new customers. This  is also a great tool to help grow the reach of your Facebook page.

Here's how to do it:

Go to the Audiences tab in Ad Manager.

  1. Create your ad like you would do normally.
  2. Then select your appropriate audience.
  3. Below that click on Add a Connection Type.
  4. Choose Facebook Pages and, in the drop-down menu, click on “Exclude People Who Like Your Page.”

Start using these three forms of Facebook advertising, and you’ll  not only grow your page but bring in new sales as well.



Posted on Wed, May 10, 2017 @ 08:05 AM.
Updated on July 12, 2019 @ 6:47 PM PST.

Posted by Bruce Irving

Bruce Irving is the marketing visionary behind and host of the weekly Smart Pizza Marketing podcast. On his podcasts, he interviews the leading minds of the pizza restaurant industry. Irving is a top marketing consultant and former pizzeria owner. You can listen to his Smart Pizza Marketing podcast at In addition, Bruce speaks at conferences about how to better use social media in your restaurant or small business.

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Tags: Restaurant Marketing, social media

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