Why Your Venue Needs a Marketing Strategy — Not Just an Instagram Account
by Klara Lottering, The Hospitality Edit
Hospitality is built on human connection — but in today’s world, a huge part of that connection happens before someone even walks through your doors. It happens online. And it happens fast.
And yet, one of the most common things I hear from venue owners is:
“We just need to post more.”
Let’s be clear: posting more is not a strategy. It’s an action — but without direction, it’s like shouting into the void and hoping someone hears you.
If you’re running a café, restaurant, wine bar, or multi-site venue, and feel like your Instagram is just... there, this post is for you.
The Myth of “Just Posting”
A latte shot with trending audio. A cocktail boomerang. A photo of the smashed avo.
We've all seen them — and maybe even posted them. But they’re not doing the work you think they are.
The real question is: what is this content doing for your business?
If your answer is “getting likes,” that’s fine — but it’s not enough.
What I often hear beneath “we just need to post more” is this:
We don’t have a clear purpose behind our posts
We’re speaking to everyone and therefore no one
We’re spending time online, but not seeing results in bookings or engagement
Without intention, your social media becomes another time-consuming task with no return. It becomes reactive instead of strategic.
What You Actually Need: A Simple Strategy
Here’s what I recommend to every client I work with — a 3-part framework to create marketing that actually works.
1. Your Brand Story
What does your venue stand for? What do you want people to remember you for — beyond the food or drinks?
Are you a neighbourhood café built around community and connection? A high-end restaurant celebrating seasonal local produce? A natural wine bar inspired by European simplicity?
When you define your story, you give your customers a reason to emotionally invest in your brand — not just interact with it. Your story guides everything: from your tone of voice, to your content, to your collaborations.
Real-world tip: Write a short statement that answers: “Why do we exist, and what do we want to be known for?” That’s your anchor.
2. A Content Framework
This is your content calendar’s best friend. Think of it as the structure behind your storytelling — a rhythm that makes content easier to plan, create, and execute.
Choose 3–5 content pillars you can rotate through consistently. For example:
Behind-the-scenes: A sneak peek into your kitchen, prep, or team meetings
Menu spotlights: Showcasing hero dishes, cocktails, or new launches
Staff highlights: Let your team be the face of your brand — it builds trust
Guest testimonials: Social proof builds credibility and increases conversions
Local collaborations: Shout out your roasters, growers, artists, etc.
This approach makes your feed cohesive, while still engaging and human. It also takes the guesswork out of content creation.
Pro tip: Start with one post per category per week — that’s 5 solid posts without overthinking it.
3. A Conversion Funnel
Think of this as the “what happens next” once someone discovers you online.
Your venue’s online presence should always guide the user toward an action — not leave them guessing.
Here’s a simple funnel:
Instagram post grabs attention (e.g., “New menu just dropped.”)
Profile bio links to booking or website
Call to action in captions encourages that next step (e.g., “Tap the link in bio to book now.”)
It might seem basic, but so many venues forget this. If you're not converting eyeballs into reservations, follows, or emails — you're leaving value on the table.
3 Things You Can Action This Week
If this feels overwhelming, don’t stress — start small. Small steps make a big difference.
1. Audit your Instagram bio
Does it clearly say who you are, where you are, and how to book? If someone new lands on your profile, can they take action immediately?
Use something like this:
"Neighbourhood wine bar in Fremantle 🍷 | Bookings via link below."
2. Choose 3 content pillars
Pick just three to start with. Maybe it’s: ‘Behind the Bar’, ‘Dish of the Week’, and ‘Guest Shoutouts’. Build a month of content around those — keep it simple and consistent.
3. Reintroduce yourself
Share a post about why you started your venue. The story, the values, the dream. These kinds of posts perform well — not just in reach, but in resonance.
People connect with people. Especially in hospitality.
Final Thoughts
You don’t need a full-time marketing team to have a strategy. You need clarity. You need structure. You need a plan that reflects who you are.
Your online presence should be an extension of your service — thoughtful, consistent, and easy to engage with. If you’re showing up online with the same care you give your guests in-house, that’s where the magic happens.
If you’re ready to elevate your venue’s digital presence — or refine the way your business runs from the inside out — that’s what we do at The Hospitality Edit.
📩 Reach out: onbrand@thehospitalityedit.com.au
🌐 Learn more: www.thehospitalityedit.com.au
📍 Based in Perth, WA
Written by Klara Lottering — hospitality strategist, venue consultant, and founder of The Hospitality Edit. Helping Australian venues elevate the way they look, feel and function.
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Coming 05 July 2025
