Know-How Exchange : Advertising/PR

I am looking for expert advice on how to effectively market my pizza shop, PIZZA.COM, and increase its online presence. The primary goal is to attract more customers through online channels such as social media, paid advertisements, and search engine optimization (SEO). Currently, we have a website and a basic social media presence, but we need a more structured approach to stand out in a competitive market.

Key Details:

Target Audience: Local customers who love pizza, aged 18–45, tech-savvy, and active on social media.

Current Online Presence: Website (PIZZA.COM) with basic information, online ordering, and contact details. Active on Facebook and Instagram, but engagement is low.

Budget: Moderate budget for online advertising (e.g., Google Ads, Facebook Ads).

Goals: Increase brand awareness, drive more online orders, and foster customer loyalty.

Competition: Many local pizza shops and chain brands are competing in the area, some with larger marketing budgets.

Unique Selling Proposition (USP): High-quality, fresh ingredients and a user-friendly online ordering experience.

Challenges:

The current marketing efforts lack consistency and do not seem to be reaching the right audience.

There's a need to differentiate PIZZA.COM from other pizza shops, especially from large chains with more extensive marketing resources.

The social media posts, while visually appealing, are not generating the desired engagement or traffic to the website.

Questions:

What strategies should be prioritized to increase online visibility and engagement for a local pizza business?

How can I create a more effective social media content plan to drive traffic and engagement, specifically on platforms like Facebook, Instagram, and possibly TikTok?

What are the most cost-effective paid advertising strategies that could boost online orders, given the moderate budget?

How can I implement SEO tactics on the website to improve search engine rankings for local pizza searches?

What tools or platforms can help with customer loyalty and retention?