The world of marketing has grown leaps and bounds today from where it was just a decade ago. Thanks to the birth of social media, marketing has become easier than ever — and with the existence of digital marketing as the great equalizer, every business now has a level playing field and equal opportunity to be discovered. All they need to do is be smart about how and where to market their products.
Among the businesses that thrive from digital marketing, the food and beverage (F&B) business is one of which that benefits the most. Since F&B is a visual business online, a big chunk of a successful F&B marketing plan relies on content and design. Let’s take a look at how you can make your marketing plan an effective one for your business:
1. Take great photos!
If you haven’t noticed, a food product’s engaging, drool-worthy visuals do half of the marketing job for it. If the photographs utilised aren’t eye-catching, almost no one will want to read on for additional information. Warmer, orange-toned lighting makes food photos more appetising (studies show that orange-colored things make you hungry!) It also aids in the capture of high-resolution, sharp images.
Having said that, it pays off in the long term to invest in a high-quality camera and possibly even take a food photography school to hone your skills.
2. Post regular updates
If you have a company website, providing regular updates on your blog is a certain method to improve your search engine rankings and gain more followers. Your postings don’t have to be obvious sales pitches, but you can always create relevant material that is currently trending and (subtly) include your product into it. If you sell poke bowls, for example, and it’s beach vacation season, you might write a blog post about keeping to a bikini body food plan using your own poke bowl menu!
Always stay informed on what’s going on in the world. You can also make amusing posts that are inspired by popular memes or current events.
3. Deliver far and wide
That is, in terms of distribution. Rather than serving consumers at your own location, which may have limited dine-in capacity, you should use meal delivery services such as Food Panda and Grab Food. Because clients increasingly value convenience above all else, jumping on the meal delivery bandwagon is more likely to help you spread the word about your business.
It’s not always because of the quality of your cuisine that it goes unnoticed, but rather because of its placement. Offering meal delivery services allows you to reach out to clients who live outside of your immediate area, some of whom may never have the opportunity to visit your establishment.
4. Promote reviews and user-generated content
Reviews are an important component of marketing for any product, but they are especially vital for new products that have yet to acquire public confidence and reputation. You can offer a special offer such as a discount on their next purchase or even a simple freebie (bookmark, pen, recyclable bag, etc.) with your logo printed on it to encourage your customers to write reviews on TripAdvisor, Google My Business, and your Facebook page, which also serves as a mini ambassador for your business.
You might also approach social media personalities and ask for a review of your company. Recruit a mix of macro and micro-influencers who will reach your target audience more equally.
Just because digital marketing is hot right now doesn’t mean you should abandon traditional marketing altogether. In truth, successful marketing still necessitates a mix of digital and old methods. You may not need to print hundreds of fliers to distribute (e-fliers are an option! ), but you still need an eye-catching and easily visible banner in front of your property to bring attention to its location.
Invest in high-quality banners that will last a year or more and will not need to be updated. A banner’s sole purpose is to bring attention to your company and to function as a calling card for potential customers. Other seasonal or infrequently-occurring information such as menu changes and offers can be updated on your website or your social media accounts.