The benefits of Digital Marketing for your restaurant, nightclub or bar
As reported by KAM Insights, online search has overtaken word of mouth as the top way consumers decide where to spend their money on a night out. It now more important than ever for nightlife and hospitality businesses to improve their digital marketing methods.
Kam’s expert research, as part of their pub roadmap, explored the customer journey , from interest to booking; and what operators should be doing in order to start ‘trending’.
See the latest reports and whitepapers from Kam Insights here
Why successful digital marketing is essential for nightlife businesses
KAM surveyed a range of consumers of all ages and backgrounds. This year, for the first time in 17 years, digital marketing overtook personal recommendation as the most likely way people find out about a hospitality venue.
Knowing a venue is found appealing by others has, and will always be, a primary deciding factor; however instead of word of mouth, consumers can gather recommendations from online reviews. When consumers were asked what they look out for most when choosing a venue, first was Menus, and second highest was Reviews. Online, prospective customers are able to easily view pictures and videos of the venue, as well as recent reviews. The online persona of a business is easily accessible but also flexible, able to be manipulated by the business owner.
The importance of a positive social media presence
Social media is the most prominent and popular digital marketing opportunity for businesses. 80% of UK adults spend over 2 hours a day on social media apps. Social media is now the biggest driver for website visits and footfall, as is backed up by data from KAM insights. 26% of adults follow a hospitality brand – an even greater number for adults under 34 years old. Therefore how a restaurant or nightclub presents themselves on social media can make a huge impact upon public perception and ultimately footfall.
We are within a generation immersed in video; music, images and authenticity all combine to generate viewership. Storytelling, breaking the fourth wall, and offering viewers a behind-the-scenes insight helps keep people invested.
KAM Insights also notes that people are far more impulsive online, with 12% having made an impulse purchase in the past. Therefore having a business’s booking system readily available is advantageous and may inspire some impulsive visitations.
What are the best social media strategies for nightlife businesses?
KAM recommends three strategies which are easy to execute and are most likely to produce positive audience engagement. Entertain your audience; use humour and capture personalities. Involve your team; self-generated authentic content builds a digital relationship with consumers. Respond to comments; whether they’re negative or positive, firing back will boost engagement.
It can be difficult to know which social media platform works best for your business. We recommend you try them all – Facebook, Instagram and TikTok. Instagram is best for video and visual storytelling, as well as food photography. Facebook is best for organising event, advertising and connecting to older consumers. TikTok is best for trends, and explosive growth with young consumers.
It’s important to note, digital marketing is often a slow burn. It takes dedication and consistency to find success. The public image of your business can also be jeopardised by a poor social media strategy.
KAM also discusses the benefits of empowering members of staff. Hospitality and nightlife are the largest employer of the younger, Gen Z population – use their creativity and knowledge of trends to your advantage by allowing their influence on your business’s presence. Brand ambassadors and influencers are an important strategy for garnering an engaged audience.
Does email marketing still work for Nightlife Businesses?
Whether it’s through newsletter subscriptions, booking references or payments; emails are the most readily offered and collectable aspect of a person’s personal data. But are emails worth the effort it takes to acquire them?
KAM Insights research says ‘Yes’ as, even in 2025, 12% of customers were influenced to visit a venue because of receiving an email. Email marketing is still valuable and makes a credible impact. The most popular email marketing platforms are Mailchimp and Salesforce.
Email marketing demands a lengthy process of building and segmenting a customer database. But with effort, businesses will be rewarded, as it allows for personalisation and authentic messaging. Email marketing can include offers, loyalty schemes, and event invitations, helping to keep regulars coming back.
Do online reviews matter for nightlife businesses?
Reviews play a powerful role across all business types and sectors, but none more so than hospitality and nightlife. Reviews are essential to building and maintaining a business’s credibility, but also for providing that competitive edge. More than ever, consumers are interacting with review platforms.
KAM Insight’s data shows that a fifth of all consumers check review sites before booking at a hospitality venue. Furthermore, 38% of consumers have left a review within the past three months. Yet less than 20% of hospitality business owners recognise the importance of reviews, and only a small amount have admitted to reading reviews and allowing customer opinions to influence their decision making.
Is an online booking system essential for restaurants, bars and pubs?
Booking online has become an expected experience for most customers. KAM Insights data shows that 49% of guests get frustrated when they can’t book online. Booking online is far more prominent in younger audiences, who much prefer this method over calling on the phone or emailing.
A fully digital booking system is quicker, easier and crucially gathers more personal data for businesses which can be used for remarketing and analytical purposes. Booking journeys must be smooth and accessible, as a complex booking system will be an obstacle for impulsive customers. Whether it for reserving tables, games, entry or parties – offering bookable experiences will help to determine and control footfall, and assist with remarketing. Online booking systems are an opportunity to improve online visibility and strengthen connections with guests. They need to be mobile-friendly and offer the chance for guests to share feedback.
At NDML, we believe nightlife businesses should explore every avenue of marketing, and with online being such a reactive and prosperous area, digital marketing should be carefully explored. Businesses should consult with experts to understand how they can improve their digital image, and what social media strategies would be best for wants and needs.
Read more from KAM Insights on Building Stronger Digital Connections.
For Help with your Digital Marketing, talk to NDML
As well as providing specialist insurance, we also have a network of experts and partners who are ready to provide their guidance and services to nightlife businesses.
At NDML, we have published stories and awareness pieces involving the industry and our clients. Each of our campaigns explore the challenges facing nightlife operators and the great work they are doing to build a successful business.
See more our Campaigns here.