Here at Good & Gold, we’ve carved out a nice space for ourselves in the food and beverage space by helping the folks at beloved Northwest companies like Stumptown, Evoke, Olympia Provisions, and others elevate their digital marketing.
With this experience in hand, we’ve got plenty of practical tips for marketers promoting food items, wine, coffee, or other delectables online. Let’s head to the main course!
We always start by evaluating how each digital channel ladders up to the business goals of our food and beverage clients before making recommendations. Is there an email or social strategy in place? If so, how do they support the on-page experience once someone reaches a website?
When improving your digital marketing strategy as a food and beverage brand, it's important to know how each channel works independently, but more importantly, how it integrates with the other channels.
For example, a subscriber who receives a newsletter needs to receive messaging and branding consistent with what they experience on a website. Alternatively, a social post promoting a sale should fit within the rest of your digital marketing strategy to offer familiarity and a seamless experience.
You can still embrace social media cues, use email best practices, and leverage other platform-specific techniques—but you should apply them knowing how they work together to elevate your food and beverage branding.
If you’re a digital marketer in the food or beverage industries, email automations should be central to your strategy. Automated flows like a welcome series produce 4x the open rates and 10x better click rates than other emails, and 50% of people who click an abandoned cart email convert. Automating emails also saves you time.
If you’re not sure where to get started, here’s our recommendation for essential automations to set up right now:
Our partnership with Sinegal Estate found us designing an email strategy that included newsletters and automations inspired by the elegance of their winery and website. By perfecting the cross-channel experience, we increased email revenue by 137% and transactions over email by 192%.
Digital marketing in the food or beverage industries is competitive, which can make it difficult to rank for organic search results. This is where Search Engine Marketing (SEM) channels like Google Ads can significantly boost your strategy.
We use SEM to help iconic brands like Stumptown expand their digital reach through targeted ads and on-brand creative. With our strategy in place, Stumptown saw improvements in key metrics across the board, including 622% total Return on Ad Spend (RoAS) and a 40% decrease in cost per acquisition.
We know SEM is one of the more demanding digital marketing channels to master, so we answered your questions here to make things easier.
Currently, 77% of internet users read blogs and 57% of marketers say they’ve gained customers by blogging. If you’re not ready for SEM or paid media, start a blog that focuses on SEO topics that offer your customers value.
Remember that your products themselves tell a story and offer your customers value. If you’re a digital marketer in the food and beverage industry who doesn’t know where to start, just pour your heart out about your products!
For example, we work with a winery called Evoke that runs an excellent SEO-friendly blog. We like their blog because they serve content that balances product highlights with storytelling and essential keywords. In turn, they rank well and offer their customers valuable content that improves their lives.
As content nerds, we love brainstorming blog topics that rank on the first page of Google. If you need SEO help or simply want a fresh idea for a blog, let’s talk.
Video has become a massive part of most digital strategies across every industry, with 80% of marketers reporting that adding motion increased sales.
Let's return to our dear friends at Stumptown for a minute and look at how they used video to increase brand awareness and push product sales. In one example, they uploaded a video to YouTube explaining How to Brew Coffee in an AeroPress.
We like this video because it's search-friendly, it's a great example of evergreen content, and its selling points are primarily organic. Many others clearly liked it too—the video has over a million views.
We recently talked about why outdoor brands should promote their values, including a stat reporting that 60% of people started prioritizing environmentally friendly or more moral purchases during the pandemic. Are these kinds of compelling values part of your brand story? Promote those values online over social media, email, or on your website—people want to vote with their dollar.