Online: building your bottom line.

• Author: Larson, Jami

The restaurant industry is infamous for its limited profit margins. Many restaurateurs open a restaurant for the passion, not for exorbitant profits. Finding funds for online outreach and marketing often don't seem possible. However, establishing and maintaining an intentional online presence will feed your bottomline. Word of mouth has always been our greatest ally or worst enemy. Great food and an incredible concept must be the foundation of your restaurant. But is it enough to move your restaurant to the next level financially? With review sites gaining in popularity, you must tell your potential guests who you are without them ever setting foot in your restaurant. You would never consider omitting your phone number and address from a phonebook listing? Yet, it's surprising how many restaurants still lack an online presence through a well-developed website and social media. Online websites and social media platforms are the white and yellow pages of the 21st century. They expose your menu, hours of operation, restaurant aesthetic, and location to the world. They build a consistent connection to your regulars and a comfort level for first-time diners. As Food Tourism continues to feed millions of travelers and locals annually, we've compiled a list of the top 5 essentials to maximize your online exposure. It may feel rudimentary but when it comes to communicating with your guests and potential guests, how a restaurant represents themselves online is critical. We only get one chance to make a first impression and the dining experience now begins online, through edible entertainment programs and the three major social networks; Facebook, Instagram and Twitter. Social media along with your website are your biggest assets in educating all potential guests of the "who", "what", "where" "why" and "how" of your restaurant and inform your new guests to become your frequent diners.

1. IMPORTANT INFORMATION ON EVERY PAGE; Phone number, physical address (clickable for direction) and hours of operation are essential and should be listed in the same place on every page. Remember your goal is to bring customers to your restaurant. When this information is lacking or missing you are losing customers.

2. GOOD PHOTOS ARE EVERYTHING. Great food and ambiance photos are worth a thousand words. FYI: smart phones come with incredible cameras. Good lighting, simple editing / cropping (free apps galore) and a creative eye will produce website quality photos that...