Before the days of social media and online advertising, independent businesses were reliant largely on foot traffic coming into their stores, print media reviews and word of mouth marketing. Now, in the digital age, customers can access a wealth of information prior to making a purchase.
When it comes to food businesses, this creates a huge opportunity, especially for small, local brands. With the right marketing strategy and creative branding, every food business has the opportunity to successfully reach new customers and increase sales and revenue. With that in mind, here are 3 easy ways you can market your food business online.
There are many ways in which you can market your business and products online, yet one of the lesser known ways is content marketing. This aspect of marketing is all about establishing authority online and creating helpful content in regards to your business and products.
The more content you publish on your website, the better authority your website will get and the better your search rankings. One of the best ways to start content marketing is through engaging and keyword optimised blogs which you can add to your website regularly.
Another way in which you can add dynamic content to your website is through the use of good imagery. Visitors will be more likely to purchase your products if your photos are of high quality and really show off what you have to offer. For example, if you have a wide biscuit selection range, instead of photographing those in their boxes against a dull background, photograph the actual product in a range of settings, such as on a nice plate with a teapot or included in an arrangement for a garden party. Customers want to see your products emulated in the real world so that they can really imagine them.
If you haven’t already, enabling your customers to order your food or bakery products online is essential when it comes to reaching new customers and increasing your revenue. Using your website as an ecommerce property can really increase your website’s potential and popularity.
If your products are able to be bought and shopped for online, then you can then include links to products in social media posts and use social media advertising to your advantage. Not only will you drive traffic to your website, but if your website visitors are engaged with a high quality and attractive website, with an easy checkout journey, they’re more likely to buy.
If you are a local business with an actual brick and mortar store, then you should consider making the most of local searches. On average, Google receives around two billion searches each month with local intent – just on desktop devices alone – and around half of all mobile searches use location keywords. If you have an actual store in which your customers can come and buy goods from, then make sure that they can find you by optimising your website for local searches.
Be sure to include your location (business name, address and phone number) and set up a free Google My Business account. You can then optimise this with your opening times, website address, photos and customer reviews. Having a good Google My Business account will make you more likely to feature in local search results.
You should also try to add your website to as many free business directories as possible, as these can boost your visibility. If your local area is quite competitive in terms of organic traffic, then it might be worth using pay-per-click advertising on Google and paid social media advertising on Facebook, as you can use geo-targeted campaigns.