Well the idea of marketing your business on facebook is mostly to get people to "like" your business so it appears in their feeds and their friends feeds and gives your business exposure. They can also post questions or comments on your wall. Comments should be moderated and responded to.
The first step would be to create a facebook page for your restaurant and then like it yourself. Have family and friends like it.
Seeing as it is a restaurant your target market is likely locals. Unless you are in a tourist district.
Facebook marketing is not the end all and be all of internet marketing. There are several other avenues.
Other examples of internet marketing would include email marketing, advertising programs such as google adwords, or adbrite, and social media such as twitter, linkedin, youtube, reddit or digg.
Email marketing is one the more effective marketing tools in my opinion. It is easy to track and review your return on investment. With email marketing your clients can sign to subscribe to your email marketing list. Then you can send them promotions and news straight to their inbox. I like this method a alot because if people are subscribing they WANT to know about your company and they WANT your deals. So you know they are buyers. You are just making it easier for them. Some ideas would be to send coupons that are a special offer to just your email subscribers or informing them of special holiday deals your restaurant is offering, or even menu changes to entice them to come to the restaurant.
A more recent trend is deal sites like groupon or wag jag. Your business creates a discounted offer and pays a portion to groupon. If enough customers participate in the deal it becomes official and customers can bring in their coupon. It's a great way to reach out to new clientele but be wary as sometimes the volume of participants can be very overwhelming and has caused a few businesses to close their doors because the deal was too good.
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