Dyer’s BBQ has been an Amarillo mainstay for close to 50 years. Their first location in Pampa opened in 1967 and the second location opened in 1984. The Dyer family has enjoyed tremendous continued local success due in no small part to the classic BBQ dishes they proudly serve.
Nick and Christy Dyer came to UCI in early 2018 with an interest in a website redesign. They had received feedback that indicated the website was outdated and difficult to navigate. This, along with a need to access a younger demographic, led them to seek out our services. During the first meeting, they also expressed a desire to engage in digital marketing practices to ensure their restaurant could be easily found by search engines and social media users.
As seasoned small business owners, they were easily able to elucidate the goals they wished to see met:
We approached the website redesign with branding as our main focus. By updating the navigation of the site and implementing current UI/UX best practices, we ensured that the experience would be uncompromised by the visual approach we would ultimately choose. We developed branding guidelines that would be deployed uniformly across the print and digital platforms.
We chose to take a highly visual and dynamic presentation for the homepage, with a short video of flames licking a hearty steak greeting visitors. We chose to display Dyer’s menu on categorized pages so that search engines and users could locate and access the content with ease. As a final touch to assist with their SEO and search engine rankings, we launched a monthly blog that would cover the ins and outs of BBQ.
As for their social media, we implemented the branding guidelines we had developed with the website redesign. By using these established visuals in setting up Dyer’s social media presence and engaging with users in a manner that followed branding governance, we were able to construct a brand persona that was both authentic and attractive to social media users. Because of this strong presence, we were able to quickly reach a large enough social audience that we could begin running campaigns for social engagement.
These campaigns consist of graphics that promote weekly specials and menu features. The purpose of this was twofold: to further strengthen the Dyers brand by interacting with their customer base, and to drive traffic to the website as well as their brick-and-mortar location.
On Facebook: 139% increase in followers since February 1st, 2018
