Ronn Torossian, CEO, 5WPR
This year, the food and beverage industry managed to grow to nearly $80bn in revenue, and in just a few years, it’s expected to grow to over $100 billion. The growth rate and the volume of consumption in this market mean that brands are becoming more competitive. For every brand to get its own share of consumers, these companies have to find very efficient ways to reach out to their target audiences and convert these people.
For brands in this niche to truly grow, they have to create fully integrated digital marketing and food and beverage PR campaigns that will increase brand awareness, distribution, sales, and engage with target audiences everywhere.
Social Media Platforms
One of the most popular marketing strategies is advertising a brand on social media platforms, as these types of businesses are very popular on Twitter, Instagram, and Facebook. These platforms’ users love brands in the food and beverage industries, which makes these social media channels very effective in leveraging a strong digital campaign – both in terms of results and in costs.
Between social ads that utilize targeting algorithms to optimize spend while attracting high-quality leads, forming strategic partnerships with other businesses or influencers in the same niche, or encouraging user-generated content, food and beverage brands can capitalize on plenty of different strategies for their social media campaigns.
Video and Written Content
One of the highest degrees of trust in digital influencers comes from food bloggers and vloggers because they provide their big audiences with entertaining or educational content that is very engaging for the public.
Partnering with key individuals in these niches is a great opportunity for food and beverage brands to reach an even higher number of people, whether it’s to introduce a new product in the market, increase trust in the quality of the brand’s products, or simply to educate the audience and build more trust between the company and its target audience.
Reviews and Testimonials
Encouraging customers to write reviews about products is a great way to generate more engagement and to closely monitor the audience’s customer satisfaction. Additionally, reviews and testimonials work well as a form of word-of-mouth marketing because the public tends to trust customers who have tried out and tested products and talked about their experiences a lot more than product descriptions written by the brand itself on the product page.
Furthermore, getting a negative review on any product can easily be reversed when the brand can directly respond to that person in a polite manner and focus on solving that customer’s problem. This way, any disappointed customer can receive excellent customer service, which can easily sway the brand’s opinion towards a more positive direction. Then they can share that revised opinion with others.