Social Media Management for Restaurants

Social Media Management for Restaurants – Case Study

Reflecting the upscale, relaxed, and handcrafted Franklin Hotel Bar’s brand thorugh social media outlets, website design, and food photography.

When you run a business, you’re always looking for new ways to increase brand awareness and drive sales. Typically, the industry turns towards advertising to achieve these goals. There are alternatives. Recently, we spearheaded a social media marketing campaign to grow brand awareness for the throwback, classic cocktail bar, Franklin Hotel Bar, in Kent, Ohio.

Franklin Hotel Bar – Social Media Before Rust Creative

Franklin Hotel Bar’s social media (Facebook, Instagram, Twitter) was updated on a semi-regular basis to fair-sized following, but we thought we could differentiate FHB from their competitors by fine-tuning their brand through social media. Their photography was stale, posts needed to be delivered consistently, with a voice that spoke to their market.

Food Photography

Franklin Hotel Bar’s photos were grainy and non-professional. We felt that by professionally photographing their handcrafted cocktails and gorgeous small plates in their natural setting would be more enticing to social media users, while visually representing what FHB has to offer. We turned to our photographer to shoot photos of FHB’s food, drinks, and handcrafted cocktails.

Content & Copywriting

We immediately saw an increase with social media interactions once we started managing and populating FHB’s social media accounts with fresh imagery. We also wanted to deliver content to potential customers in a way that didn’t seem ad-driven, so we came up with a strategy to deliver content in the form of blog posts. These posts would be centered around FHB’s classic cocktails and written specifically towards FHB’s market. Our first post written for Franklin Hotel Bar – Old Fashioned – gained over 3,000 organic impressions in the first six hours.


Rust Creative’s social media management, website redesign, and photography delivered immediate results within days of launching. All traffic and engagement was organic.

SEO Development

When do I start SEO? With SEO Development.

SEO development begins when a developer begins coding your website! It starts with meta tags, schema data, microdata, and all of the other coding of your website. Now, don’t expect your developer to know all the ins-and-outs of SEO developing – they’re schooled in things like javascript, jQuery, PHP, and C++. We guarantee your web firm has dozens of developers employed under them. You know what they’re doing? They’re developing. They aren’t developing with SEO in mind.

But, I have an awesome “Built with SEO” theme that I purchased!”

Bullocks. If you’re using a pre-made theme that proclaims, “Built with SEO,” you may be up the creek without a paddle. If you don’t have the acumen to decipher the template files and coding, or have a learned and trusted developer with SEO experience in your pocket at all times, you won’t be able to determine whether or not the cheap investment in a pre-made template is SEO compliant or not. Your awesome, pre-made theme will probably be outdated or just plain non-compliant. You see, the SEO world is made up almost entirely of snake oil salesman. In common tongue, they’re better known as liars and thieves.

The same is true for many e-Commerce platforms. Shopify, Etsy, Squarespace, WooCommerce, Magento…the list is exhausting. We can help with a free audit. Just contact us below.

My developer knows about keyword stuffing!

And so does everyone else, Google included. Keyword stuffing is an outdated, obtrusive tactic that will get you sent to Google purgatory. Your developer knows how to develop popup windows and masonry effects using jQuery. They don’t know about SEO. It isn’t their fault. Don’t ask a developer to handle your SEO and don’t expect a designer to be able to setup your email.

SEO development and strategy starts at the beginning, like laying a foundation for a house. Want to build it on a sacred Native American burial ground? No. That’s just wrong. Let Rust Creative audit and repair your website now!

Rust Creative and SEO-specific Developers

Rust Creative started building websites in 1995. We started building websites with one objective: find people to browse them. We did this by following standards, research, and developing SEO strategies for the long term. We’ve never practiced snake oil, black hat, or faulty SEO practices and we never will.

If you ever find yourself in a meeting with a self-proclaimed SEO expert who says he can help you rank higher and faster, run. Run far, far away, and don’t ever look back. Rust Creative will help you build a long-term strategy with quantifiable data.

The Biggest SEO Secret

Here’s the biggest SEO misconception: secrets. There are no secrets. Search engine rankings are built on quality coding first. Then they’re built by writing quality copy, developing content, and following trends, analytics, and published data. An SEO expert will follow your progress painstakingly, creating new content, developing new strategies, and making recommendations for new developments in the SEO stratosphere.

Do what's best for your business. Contact Rust Creative.

We're creative and logical, not telepathic.Tell us what you need and we'll get back to you shortly.

How can we help?

Feel free to ask a question or simply leave a comment.

What is Google AMP?

Google AMP is a new technology Google and others have been pushing recent months. With an increase in mobile web users, Google and other, mostly European, developers have created AMP, or Accelerated Mobile Pages. Google says, “The Accelerated Mobile Pages (AMP) project is built on top of existing web technologies to enable blazing-fast page rendering and content delivery.” Right now, news sites and blogs have no choice but to implement it. Google is giving prime search results to AMP pages in all mobile searches, and if you don’t have AMP on your site, you won’t see any of that traffic.

What Does This Mean?
Mobile web is still relatively slow for most people living in the United States, often on a 2G or 3G connection. In order to make web pages load instantly, AMP restricts what we can do with HTML pages. Design is stripped away in favor of speed. AMP is a perfect example of function over form.

What Do AMP Pages Look Like?
AMP pages are stripped down versions of normal web pages, but they do display the important content.

Our Opinion
As with any new Google updates to search engine crawling and protocol, we’re highly recommending that clients adopt AMP as quickly as possible. If you’re using a CMS like WordPress, this process can be done quickly. If you’re still using static HTML we’ll have to duplicate every page on your website. So, if you’re using static HTML, now is the time to start considering a web re-design!

1. AMP restricts what we can do on the web.
To make web pages load faster, AMP restricts and modifies many HTML features. AMP basically delivers a 1997-era web page. While this does increase the load times, it restricts many design features like user experience. We code using CSS3 – which is standard – but AMP removes many CSS selectors that were introduced a decade ago. As we have been saying for years – Google cares more for speed!

2. It benefits a select group of larger e-Commerce, blog, and news sites.
Right now, if you have a blog or news site, you should be running AMP. We’re still unsure how this will effect product pages, category pages, etc., but we can guarantee that the move over to AMP will be coming in the next few months. Depending on the number of pages you currently have, this could be costly and time-consuming. This is not something a mom-and-pop shop should attempt to do on their own. If you are running a website without a CMS (using just HTML), you’ll have to re-create your entire website with duplicate AMP pages, all properly coded.

SEO Development
Rust Creative combs through an endless amount of SEO news and updates so you don’t have to. We find the most relevant and pertinent changes taking place across the internet so we can make informed decisions and relay that information to you. Here are a number of critical SEO development solutions required by Google to keep your rankings up:

1. AMP
3. Responsive
4. Schema Data

In Closing
We recommend AMP integration for all websites. Contact us and we’ll get you started.

Niche Markets & Ecommerce

Recently, Amazon topped over $1K in shares and now represent 47% of all online sales. Amazon is expected to surpass 50% of all online sales by 2019. What does this mean? Amazon has created an extremely competitive market where sellers and box stores alike are making pennies above cost. While this is great for the consumer, the seller is at a competitive disadvantage.

There are many keys to a successful ecommerce website: design, development, SEO, user experience, ease of checking out, shipping, trust, etc., all play a role in successful ecommerce. However, we have seen a steady rise in niche markets throughout the internet and believe that these niche markets – if done correctly – are a direct response to a number of topics.

1. Cheap is Not Good
2. Bespoke Design and Manufacturing
3. Recognition and Brand (knowing who is making your product)

Design Content First recorded a 7% positive rise in conversions after improving the render time of web pages by 68%, reducing page bloat by 46% and reducing load time by 64%. There are a lot of worse things than website load times – the impending heat death of the universe is one of them – but while we’re around, pecking away at mobile devices, iPads, and laptops (while sipping $6 lattes), lets talk about website load times. Improving render time, reducing page bloat, reducing load time. What are these? How do you do it? First, let us look at what makes a website.

What is Content First?

Let’s make this simple. You see a beautiful person, man, woman, alien. Whatever floats your boat. You happen to get significantly beautiful’s number and set up a date. You’re sitting across the table from each other at a 3-Michelin star restaurant. They serve the first course. You and beautiful have said nothing to each other aside from where you went to college and what happened on The Bachelor last night. There’s nothing there. Beautiful is just beautiful. What should you do? What any self-adjusted human would do. Leave. You see, there’s no content there.

Strip away the frontend – all the good-looking stuff. Strip away all the HTML and CSS. Take out all of the images. What are we left with? Content. Copy. If you don’t have much content or copy, we can equivocally say that you are losing the SEO battle. The internet is, after all, about content. It isn’t about making things “pop” or putting things “above the fold.” Imagery can certainly help, when you’re dealing with humans. But computers aren’t as superficial as we are, yet. Search engines don’t care about images. I mean, they do, if you want an image to be found, but they’re not important if your website is a hipster outdoor bikepacking blog or an ecommerce site peddling hand-cobbled, organic leather boots. Search engines want to know that you have original content & copy. Period.

Designing Simple Websites

First things first. There’s the front end of a website (what you see), and a backend (what we code). Somewhere in between, these two coexist together in what we term the “firmament.” Yeah, its biblical in origin but bear with us. The firmament is the area that bonds the front end and backends. It also separates the two. Its a constantly flowing and evolving yin and yang of design & development. It can also be called user experience. But we hate that word. Its too…market research-y.

It is a challenge to design simple websites.

Business (corporation, ecommerce, etc) web design is largely driven by people that don’t understand web design. Many of these people still think “above the fold.” They want carousels, images, banners, ads, all above 600px in height. They detest scrolling. With the rise of mobile use, scrolling is a necessity.

To design a simple website, we have to reduce the content down to its essence. To do this, we need to ask a few questions from the perspective of the client and the user. Here are a few questions to ask:

    User Questions
  • What is it that a user is looking for?
  • What do they expect to find?
  • How do we deliver it quickly?
  • Can we find ways to deliver more?
  • Client Questions
  • What is the maximum amount of information required?
  • What is the minimum amount of information required?
  • How valuable is this information to its space?

Design Mobile & Content First

No matter who the client, you’ll be sending design mockups to somebody. Could be a board, marketing team, could be a sole proprietor. Either way, it is best to send mobile first. This will provide them with a framework to view their information in the simplest form available. Build small, scale up. The diversity of platforms, browsers, and web systems continue to grow and get more complicated. We believe minimal is best. It speeds up load times, delivers the content first.

Design is Structuring Information

Most people define design as “making things pretty.” Pretty is subjective. People want to design things first then plug in content. This is disastrous from design and development perspectives.