Over 60% of marketers claim lead generation is their top challenge. Without a strong food and beverage marketing strategy, your business could struggle as well. A strong strategy can help you stand out from competing brands. Then you can attract new customers to your food or beverage offerings, positioning your business to grow.
Not sure where to get started? Read on to discover the food and beverage marketing tips you need to succeed!
Understand Your Audience
The strongest marketing strategies start with research. Before putting these marketing tips into action, consider your customers.
Establish who they are based on:
- Marital status
- Buying behaviors
- Online behaviors
- Pain points
- Dietary Restrictions
For example, maybe you’re trying to reach parents with young children who would want your product. Your packaging would then need to appear fun, bright, and eye-catching for young consumers.
Maybe you’re trying to reach people who are vegan or keto. In that case, you can highlight the ingredients on the packaging instead.
Understanding your audience will help you use these marketing tips more effectively. You can spend more time and money focusing on your ideal customers. Once you have an understanding of who your customers are gather keyword research too.
Keyword research can help you determine the target audience’s interests and search behaviors. Then, you can create content based on those search queries. You can use Google Trends, SEMRush, or Answer the Public to gather a list of target keywords.
Focus on longer phrases, which are more precise, to determine what the consumer expects to find from their search.
Establish Your Branding
An eye-catching brand can set you apart from other food and beverage products. If your branding doesn’t stand out, you’ll quickly fade into the background.
About 59% of consumers prefer choosing brands they already recognize. However, it can take over seven impressions before they become “aware” of your brand. Eventually, the more they recognize and trust your brand, the more they’ll buy your products.
About 90% of shoppers expect brands to appear consistently across all platforms. Once you establish your branding, stick with it. Your visual brand should remain the same on and offline.
Your branding includes your:
- Vision statement
- Mission statement
- Color palette
- Font Styles
- Imagery style
Once you determine your branding, create a Brand Guidelines document to ensure every member of your team is on the same page.
Establishing your brand guidelines will help you develop your packaging. Remember, you want your food or beverage marketing materials to stand out. Eye-catching packaging materials can help consumers spot you on shelves among countless other products and competitors.
Your packaging should feature your logo to encourage brand awareness and recognition.
Otherwise, focus on:
- Shelf impact
Consider consulting an experienced graphic design team when developing your packaging. Going further than just developing your packaging, a full-service agency can help you put the rest of these food and beverage marketing tips into action.
Create an Eye-Catching Website
A website will allow you to market your business 24/7. It will also help you put the rest of these marketing tips into action.
When designing and developing your website, make sure it’s:
Your full-service marketing agency can help you get started.
Create dedicated landing pages for the different food and beverage products you offer. Highlight your unique selling proposition on each page.
Add testimonials to your website to show on-the-fence consumers how many other customers love your products. Testimonials help build brand trust into brand loyalty, allowing you to retain customers.
Write Informative SEO Posts
Add a blog to your new website and start creating helpful, informative blog posts consistently. Blog writing can help establish your experience and expertise while also informing consumers about your brand.
Use your keyword research to determine what topics to cover in your posts. Then, use search engine optimization (SEO) to improve your search engine rankings. Higher rankings will help you generate more website traffic.
As part of your SEO strategy, make sure to claim and optimize your Google Business listing, as this listing can help consumers find your storefront, website, and other pieces of information. Otherwise, claim your listing on other online directories, like Yelp.
Use PPC Ads
Pay-per-click (PPC) advertising using Facebook or Google Ads can help consumers find your website and products online. You can create both text and display ads to build brand awareness, traffic, and sales.
When using PPC advertising, be sure to specify your target audience. Targeting your ideal customers can help improve your ROI. You can choose to mainly focus time, attention, and money on people who are most likely to want your food or beverage offerings.
Consider using remarketing to appear in front of consumers who visited your website in the past, too.
PPC advertising can get costly if you’re new to the process. Consider hiring a full-service marketing agency for help.
Look for DTC Opportunities
Direct-to-consumer (DTC) opportunities can help you cut out the retail middleman. As a result, you can boost revenue while reducing costs for a better ROI. DTC sales can also help you expand your target market using digital marketing.
You’ll have more control over your messaging and brand image, and you will most likely see a boost in customer engagement and loyalty, too.
For example, you can add eCommerce to your website to generate direct sales without a middleman. Use SEO and PPC to direct more people to your eCommerce pages to generate additional sales.
Add a newsletter subscription form to your website and create a lead magnet to encourage subscriptions. For example, you can offer a coupon code in exchange for the consumer’s email. Then, send out regular emails to remain at the forefront of the shopper’s mind.
Email marketing can help you draw people back to your website at a cheaper rate than other forms of advertising. Otherwise, they might forget your brand over time.
Consider sending consumers updates about your products, exclusive offers, and blog updates.
Once you begin sharing content on your blog, make sure consumers can find it! Consider developing a social media marketing strategy this year. Social media marketing will help you engage consumers in real time.
You can host live Q&A video sessions and contests, or post polls and quizzes to encourage engagement.
Once people begin commenting on your posts, respond! Let people know you’re available to answer their questions and offer support.
Develop Your Food and Beverage Marketing Strategy Today
A strong food and beverage marketing strategy can set your business up to grow. Get started with these easy marketing tips. Then, review the analytics from your campaigns to make informed adjustments.
Remember, you don’t have to put these tips into action alone. Instead, consider hiring a full-service marketing agency this year.
Contact Evergreen Results today to learn more.