When it comes to digital marketing, the food and beverage (F&B) industry is one of the best industries to be marketed digitally — thanks to its nature of having to be visually appealing in order to attract customers. All you need are beautiful photos with great lighting, posted at key times (breakfast, lunch and dinner) with descriptive accompanying text and you’re good to go!
If you’re not quite sure how to utilize digital marketing effectively to promote your F&B business, here are some steps for you to begin (this post will be broken into two parts as it’s quite a lengthy topic to cover):
Create a blog for your business
Blogging is an excellent strategy to increase your company’s internet visibility. Adding a blog page to your website and blogging regularly is the greatest approach to ensure that your company appears in search engine results pages (SERPs) and, as a result, attracts visitors to your site.
A blog is also an excellent approach to introduce your company to potential new customers. A blog will also assist you in gaining a following of strangers and converting them into consumers. As a result, you should concentrate on developing top-of-funnel (ToFu) content as a business owner.
For example, if you’re selling a soy-based flour for baking cookies, instead of detailing all of the flour’s nutritional benefits, you could develop an entertaining content (a short time-lapse video, for example) showing how to make wonderful brownies using the flour. You’ll draw attention to your goods without appearing to be trying to sell it if you do it this way.
You’ve probably already learned how to boost your posts on Facebook. But did you know that you can also run ads to promote your blog posts?
You may have to pay for advertising, just like when you boost your Facebook posts, but it’s well worth it when you consider the type of audience you’ll be able to reach, the amount of buzz you’ll be able to generate for your next product launch, the leads you’ll be able to generate, and the number of people you’ll be able to move through your sales funnel.
To promote your blog post, here’s how to make a Facebook ad:
- Log on to your Facebook Page and open up the Facebook Ad Manager.
- Now click on “Create Ad”.
- Different ad campaign objectives should be visible. Although you may eventually want to convert your visitors into clients, your primary goal here should be to increase website traffic. As a result, select “Traffic.”
- Give your campaign a name and then determine your budget and targeting settings.
- Set a tiny daily budget (you can increase the budget later on depending upon the performance of your ad)
- Determine your targeting options based on who you want to sell your food to.
- When writing your ad content, keep in mind that you want to provide prospects a reason to read your blog article.
- Choose a featured image that is relevant to your blog content and immediately grabs the attention of your readers.
- Make a headline that will attract people’s attention.
- To ensure that your target readers click to read your blog post, include a Call-To-Action (CTA).
Work with food KOLs to promote your products
F&B business owners should contact food bloggers/influencers, also known as Key Opinion Leaders, or KOLs, and ask them to promote their company and products as one of the most effective digital marketing tactics.
There are a lot of food KOLs who have already created a solid following of the demographics that you wish to target, depending on your target audience. These KOLs also understand what it takes to rank at the top of the search engine results pages (SERPs). A few positive posts about your goods on the correct blog from them might work wonders for your company.
Here are some pointers to help you get started dealing with influencers:
- Examine a number of food KOLs’ social media channels and blogs, and pick a couple that seem to be related to your product. Make sure the people who read those blogs are the people you’re seeking to reach. Choose the bloggers and influencers who will write reviews.
- Begin by sending the KOL a personalised email. Take the opportunity to introduce yourself to the group.
- Offer some publicity and be helpful and courteous to the KOL.
- Make an effort to stand out in your approach and see what you can do to pique the KOL’s interest.
- Before hiring a KOL to market your goods, make sure to receive a quote for their promotional services.
Host an event and promote it on Facebook
Hosting an event and marketing it on Facebook is the ideal method to grow your social presence, increase traffic, and generate high-quality leads for your food business. This is especially true for new enterprises, but it also applies to established F&B establishments wishing to rebrand or ‘refresh’ their public awareness.
Make your Facebook ad as eye-catching as possible by doing the following:
- Ascertaining that the content of your ad corresponds to the expectations of those who click on it.
- Include a discount, promotion, or other compelling value proposition to entice consumers to click on the ad.
- Using a strong and memorable Call-To-Action.
Organize a Facebook or Instagram contest
Running a contest is one of the most popular strategies to improve your Facebook or Instagram likes, shares, interest, and general engagement. This is a fantastic food-related digital marketing plan.
One idea for a fun Facebook/Instagram contest that will keep your consumers engaged is to invite them to snap photos of themselves when they visit one of your locations or buy one of your items, and then post them on their Facebook sites with a specific hashtag that you provide. This not only creates a personal testimony for your company, but it also increases sales.
Here is a better contest concept for you to use if you don’t have many followers on your Facebook/Instagram profile. You can share a high-resolution photo of one of your most popular food items and ask your followers to tell you why they like it. Offer the merchandise to the person who provides you with the best response. Don’t forget to encourage your followers to help spread the word by sharing your post on their timeline and tagging their friends.