How to optimise social media for location announcements

Why this matters

When you run a mobile business, your social media isn't just for pretty pictures – it's your main tool for telling customers where to find you. But are your posts actually working? Spending a little time reviewing your posts will help you understand what content gets people to leave their desks or homes and head to your truck.

What does a 'good' post look like?

Before you can optimise your posts, you need to know what you're aiming for. Success isn't just about getting likes; it's about getting customers. We're looking for two key things:

• Engagement: This is how people interact with your post. It includes likes, comments, shares, and saves. High engagement means your post is grabbing people's attention.
• Footfall: This is the ultimate goal. It's the number of people who see your post and then physically come to your location to buy something.

The trick is to find the posts that get great engagement and drive real-world footfall.

How to find what works for you

Every audience is different. What works for a burger van in an industrial estate might not work for a coffee trailer at a weekend market. Follow these steps to become a detective and analyse your own social media performance.

1. Review your last month of posts: Open up your Instagram or Facebook and look at everything you've posted for the past 30 days. Most business accounts have a free 'Insights' or 'Analytics' section that shows you the basic numbers for each post.
2. Spot the winners: Look for patterns. Which posts got the most engagement? Was it the slick video of your best-selling dish? A photo of your team smiling? A simple graphic announcing a new special? Make a few notes to help you see the trends.

Top Tip: Don't just look at the number of likes. A post with lots of comments (e.g., people asking "What time are you there until?") or shares is often a much stronger signal of interest than one with just a few hundred passive likes.

1. Connect posts to queues: Now, think back to your trading days. Did your busiest lunch service happen the day after you posted that video of your sizzling bacon? Did you sell out of a special after you posted a close-up photo of it? Try to link your best-performing posts to your best-performing days. The easiest way to be sure is to simply ask customers, "How did you hear we were here today?"
2. Do more of what works: Once you've identified what works, build it into your routine! If you discover that photos of your weekly specials get the most questions and lead to more sales of that item, make it a regular feature. If your audience loves behind-the-scenes videos, build that into your weekly plan.

Quick ideas to test

If you're not sure what to post, here are a few ideas. Try them out and see what your audience responds to:

• The Hero Shot: A high-quality, close-up photo of your most popular dish. Make it look irresistible.
• The Location Pin: A screenshot of your location on a map, with a clear pin showing exactly where you are. Add the address and postcode in the caption.
• The "Making Of": A short video showing you preparing food. The sights and sounds can be incredibly powerful for grabbing attention.
• The Menu Board: A clear and easy-to-read photo of your menu for the day, including any specials.
• The Team Photo: A friendly shot of you or your team at the hatch. It adds a human touch and helps build a community around your business.

This isn't about becoming a social media guru. It's about listening to your customers, paying attention to what they react to, and making it as easy as possible for them to find you and buy your fantastic food. Get experimenting!