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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.
Welcome, fellow cycling enthusiasts! Let's take a spin through the scenic greenways of digital marketing trends.. As technology continues to evolve, so does the way we connect with riders, promote our brands, and enhance the overall cycling experience. In this article we’ll take a deep dive into the latest trends that are transforming the cycling experience and propelling the industry forward.
Personalized Customer Experiences: In the age of information overload, cyclists expect tailored interactions that speak directly to their interests and preferences. Brands like Canyon are leading the charge by harnessing the power of data to create personalized experiences across various touchpoints. By analyzing consumer behavior and preferences, these brands can deliver targeted social media ads, customized email campaigns, and tailored product recommendations, ensuring that each rider feels understood and valued. This personalization not only enhances the overall customer experience but also fosters brand loyalty and drives repeat purchases.
Immersive Content: In a world where attention spans are dwindling, captivating content is king. The bicycle industry is embracing immersive experiences through virtual reality (VR) and augmented reality (AR) technologies to engage consumers like never before. Imagine being able to virtually test ride a new mountain bike or explore the scenic routes of a cycling destination from the comfort of your home. These immersive experiences not only provide an exciting way for cyclists to interact with brands but also help potential customers make more informed purchasing decisions. By offering immersive content that allows cyclists to experience products and destinations firsthand, brands can create memorable and impactful brand experiences that resonate with their audience.
Social Commerce: Social media platforms have evolved beyond just a place to connect with friends – they have become powerful platforms for driving sales and generating revenue. With the rise of social commerce, brands in the bicycle industry are tapping into platforms like Instagram and Facebook to showcase their products and facilitate seamless transactions. This integration into social commerce is a crucial component of their omnichannel strategy. From shoppable posts to influencer collaborations, social commerce is redefining the way cyclists discover and purchase gear. Additionally, social commerce enables brands to tap into the power of user-generated content, leveraging the influence of loyal customers and brand advocates to amplify their reach and influence within the cycling community.
Community Building: Cycling is more than just a sport – it's a lifestyle and a community. Digital marketing allows brands to foster and grow these communities online, creating spaces where cyclists can connect, share experiences, and support one another. Whether it's through dedicated social media groups, virtual events, or user-generated content campaigns, brands are finding innovative ways to engage with cyclists on a deeper level. By building meaningful relationships with their audience, brands can create advocates who not only support their products but also spread the word to others in the cycling community.
Data-Driven Insights: In the digital age, data is a cyclist's best friend. By harnessing the power of analytics, brands can gain valuable insights into consumer behavior, preferences, and trends. From tracking website traffic to monitoring social media engagement, data-driven marketing enables brands to make informed decisions that drive results. By understanding what resonates with their audience, brands can refine their strategies and deliver more impactful campaigns that resonate with cyclists. Additionally, data-driven marketing allows brands to optimize their marketing spend and allocate resources more effectively, ensuring that every dollar spent delivers maximum return on investment.
Sustainability Initiatives: As stewards of the environment, the bicycle industry is increasingly focused on sustainability and environmental conservation. Digital marketing provides a platform for brands to amplify their sustainability initiatives and connect with eco-conscious consumers. From promoting eco-friendly products to sharing stories of sustainability efforts, brands are leveraging digital channels to showcase their commitment to a greener future. Additionally, sustainability initiatives can serve as a point of differentiation for brands, helping them stand out in a crowded marketplace and attract environmentally conscious consumers who prioritize sustainability in their purchasing decisions.
In conclusion, the bicycle industry is riding the wave of digital innovation, embracing new technologies and strategies to connect with cyclists in meaningful ways. Whether it's through personalized experiences, immersive content, or community building initiatives, brands are leveraging digital marketing to pedal their way to success. So, gear up, embrace the trends, and let's continue to explore the world of cycling together – one pedal stroke at a time!
Starting a business isn’t just about selling products or services-it’s about building a brand that resonates with your audience. It’s an opportunity for creative expression and will ensure your business has a unique, memorable identity that will stand out in the market. A comprehensive style guide will guarantee consistency in your brand, ultimately leading to a strong brand presence and great content. To help you on your brand journey, we are sharing our 4-part process to create a brand identity that stands the test of time.
Part 1 - Getting to Know Your Brand
When creating a brand identity, the goal is to channel your brand personality and values into a clear visual style. In order to create an authentic and memorable brand, it’s important to start with some questions. What is the product/service you’re providing? What is the story and mission behind the business? Who is your target audience? Narrowing down your story, demographic, and goals will help to pinpoint the visual style that will best suit the brand.
Part 2 - Conceptualize Your Vision & Create a Moodboard
Once you’ve defined the core values of your brand, it’s time to conceptualize. We recommend starting with a moodboard - it’s a great way to quickly generate ideas and see what aesthetic you gravitate towards. Some things to consider when looking for inspiration include:
When all is said and done, the moodboard should align with the vibe and purpose behind your brand.
Part 3 - Designing & Refining
Once a general style has been established and you have your vision in mind, it’s time to bring your brand elements to life. As these are important decisions, it’s easy to get stuck on one idea - we emphasize the importance of experimentation with multiple concepts for logos, color palettes, and style guides. Aim for at least three variations of these to help you discover what feels most authentic to your brand. Once you narrow down a singular concept, continue to refine your elements until they feel complete and authentic.
Part 4 - Brand Guidelines
As the finalization of your design elements takes shape, it’s crucial to create them into a style guide-your own brand guidelines. Your brand guidelines ensure consistency in how your brand is presented across various platforms. Remember that this should function as a rulebook for how to use your brand. Anyone you pass it off to should be able to understand how your brand should be implemented. At minimum, your brand guidelines should include:
Once all of these boxes are checked, your brand is ready to launch! Remember that you don’t have to stop here. As your business develops and evolves, so does your brand journey. There’s always room for more innovation and refinement, so keep pushing the boundaries of what your brand can achieve.
Understanding and managing email subscriber preferences is key to an effective email marketing strategy. We wanted to share Good & Gold’s approach which provides a month-by-month plan to help you master subscriber preferences, ultimately leading to more engaging and successful email campaigns.
Goal: The aim is to focus on subscribers who are most actively engaged with your brand, as they will provide the most reliable data for your initial tests and analyses. Plus, adding first and last name fields to your signup and preferences forms will allow you to send more personalized emails to new subscribers.
Task: Start by analyzing your email list to identify the most engaged subscribers. For larger audiences, segment those who have interacted with your emails in the last 90 days. It's also important to update your email signup form and email preference page to include fields for subscriber’s first and last names. This will allow you to personalize your campaigns to each subscriber.
Goal: To plan a varied approach that not only drives sales but also enables direct connection with your audience. Each type of content offers a unique opportunity to engage and understand what resonates with your subscribers.
Task: Develop a content calendar that includes a mix of sales promotions, brand stories, and important announcements. Incorporate creative approaches, like the successful Winter Horoscope campaign Good & Gold recently launched for Alfred Coffee.
Goal: The primary objective is to understand which specific elements of your email campaigns are driving engagement. By controlling one variable at a time, you can accurately determine the effect each has on subscriber behavior and preferences. This focused approach to A/B testing will provide you with clear, actionable insights to improve your email marketing strategy.
Task: Begin A/B testing with your email campaigns by varying one element at a time. This could include testing different email send times (AM vs. PM), experimenting with subject lines (using emojis vs. not using them), and altering the placement of your call-to-action (CTA in the header vs. after the body text).
Goal: The objective here is to gain clear insights into what specifically resonates with your subscribers and have that inform your strategy with your next campaign. Did you find that more people opened your campaign in the evening? Consider sending future emails in that time frame.
Task: Once you've conducted your A/B tests, it's time to dive into the data. Analyze which version of your email campaigns performed better and why.
Goal: To further enhance the personalization and relevance of your email campaigns. By now, you should start seeing patterns in what your audience prefers, allowing you to tailor your content more effectively.
Task: Based on your findings from Month 2, start refining your A/B testing strategy. Try changing the metrics you're measuring for each variable. For example, if you found that more people opened your email in the evening, you should consider testing to see if they actually placed more orders in the evening as well!
Also, now that you’ve likely gathered the names of some of your new subscribers, try testing personalization in some of your campaigns.
Goal: To establish a more targeted and effective email marketing strategy that aligns with your audience’s preferences. The aim is to increase engagement, which could lead to higher open rates, click-through rates, and ultimately, conversions.
Task: Take the most successful elements from your A/B tests and start implementing them in your regular email campaigns. This might involve changing your email send times, updating your subject line strategy, or reformatting your email layout.
By following this 90-day plan, you'll be better positioned to understand and cater to your email subscribers' preferences. Not only does this lead to more successful email campaigns, but it also helps in building a stronger, more meaningful relationship with your audience.
Need assistance in mastering the realm of email marketing? We've got you covered. Connect with us today for expert guidance on your next email marketing campaign!
In today's fast-paced digital landscape, local businesses face unique challenges and opportunities. This article is a deep dive into the transformative power of digital marketing, offering insights into best practices and tangible benefits of SEO, Paid Media, and Email Marketing. Our goal is to equip you with the knowledge and tools to elevate your business, with examples from our successful partnerships with clients like Stumptown Coffee, Alfred Coffee, Domaine Serene, and more.
Search Engine Optimization (SEO) is essential for enhancing online visibility and driving organic traffic. By strategically optimizing various elements of a website, such as content, meta tags, and backlinks, SEO aims to improve a website's ranking on search engine results pages. When done effectively, SEO helps websites appear higher in search engine rankings for relevant keywords, making it easier for potential customers to find and engage with them. A well-implemented SEO strategy can increase website traffic by up to 1000%, with businesses appearing in the top Google search results capturing up to 33% of user engagement.
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Paid Media helps to extend a brand's reach and engages with a wider audience. Unlike organic marketing, it allows businesses to invest in targeted advertising campaigns across various online platforms, including search engines, social media, and display networks. This precision targeting enables brands to reach specific demographics, interests, and behaviors, ensuring their content reaches a wider range of potential customers. On average, businesses see a $2 return for every $1 spent on Google Ads, and a well-crafted ad campaign can increase brand awareness by over 80%.
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Email Marketing is a versatile digital strategy that plays a pivotal role in building customer engagement, nurturing relationships, and fostering brand loyalty. Through personalized and targeted email campaigns, businesses can connect with their customers on a more personal level, addressing their specific needs and interests. Over time, email campaigns that contain valuable and consistent content cultivates trust and keeps customers engaged, ultimately creating loyal customers. Email Marketing remains a highly effective channel for engagement, boasting an average ROI of $42 for every $1 spent. Additionally, personalized email campaigns can lead to a 20% increase in sales opportunities.
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Embracing digital marketing is no longer an option but a necessity for local businesses aiming for growth and sustainability. Through this article, we’ve shared insights and best practices that showcase the potential of SEO, Paid Media, and Email Marketing in driving significant results. At Good & Gold, we’re committed to helping businesses like yours harness the power of digital marketing to achieve your goals. If you’re looking to elevate your digital presence and drive real business results, we invite you to reach out to us. Let's work together to create a strategy tailored to your unique needs and objectives.