It is quite common to see entrepreneurs, from small to large, start their businesses concerned with accounting, managing employees, and customer service, but end up forgetting one of the main pillars for the company's success: Social Media Marketing.
Because it is often not considered important, the absence of Social Media Marketing becomes a significant problem in the corporate world when companies increasingly have to deal with competitors eager to steal their market.
So, did you identify with the scenario above and want to boost your business once and for all?
Today, we will show you some essential steps for your company to apply Social Media Marketing in the food industry. But first,
What is Social Media Marketing?
From a marketing point of view, social networks allow companies of any size to customize their brand with the same capabilities as large companies. Tools such as Facebook and Instagram can enable you to create a corporate identity with a diffusion that, until a few years ago, could only be the prerogative of large entrepreneurial realities.
Why are social networks important?
Initially, understand that social platforms are prerequisites for online marketing. Using them to establish your brand's tone of voice, you can talk to different potential customers and thus increase your business's visibility.
Social media for the food industry is a free opportunity with serious marketing potential that every food business owner should take advantage of.
Unlike offline formats, which involve very high costs, social media offers significant cost savings, especially since creating pages and profiles is entirely free of charge. In addition, the possibilities of direct interaction with the public and monitoring of data make it possible to run increasingly interesting ads and campaigns for specific consumer niches.
In other words, social networks offer businesses the chance to showcase brands and products, bring the public together and build a publicity strategy without barriers of time and space and with agility. And all without spending a fortune.
Which social networks should I be on?
According to the study, there are already more than 4 billion internet users in the world, of which 3.2 billion are active on social networks (that is, 42% of the world population!). Furthermore, with the increasing penetration of technology and greater access to devices, online media is expected to continue to rise, offering even more opportunities for entrepreneurs.
That said, in the food industry, Instagram and Facebook are relevant networks. Here are some general guidelines to understand the role of these platforms in a digital marketing strategy:
The fan page should be a business presentation center. Therefore, in this media, the objective is to centralize information that ensures that your food business is found by the customer. In addition, Facebook Messenger is an excellent ally for talking to consumers whenever they need to.
The page must provide data such as address (mapped by geolocation), telephone, and email for contact, opening hours, and price range. In the feed, the focus should be on publishing content relevant to the persona, which may contain a mix of promotional and informative/institutional posts.
While Facebook also benefits from images, Instagram is where the visual format stands out. The main attraction of the network to win over users is the planning of a feed that will make your mouth water.
Through Instagram, food businesses can explore menus in a variety of ways, such as high-definition photographs (detailed, food porn style), videos, gifs, and boomerangs. The profile must, of course, also channel general business data.
LinkedIn, Twitter, and Pinterest are other social media options where you can also do exciting work. However, to define the correct networks for a business, it is necessary to understand what is interesting for the persona and put together a coherent agenda plan.
8 Social Media Strategies for food businesses
Now that we've talked about the relevance of social media to promote your venture, here are 5 tips to achieve effective results using the platforms:
1. Interact with the audience
You know that good feeling when you leave a comment for the brand you like and get a nice response? That's exactly what customers will feel when they realize that your restaurant cares about giving back. Therefore, to win over your consumers, the rule is to interact. So get started right now: comment, like, and share.
2. Encourage social paying
One of the main innovations that online marketing offers is the possibility for the consumer to engage with the brand through reposts, comments, and shares.
The best possible scenario is if these "social payment" actions take place organically, with no need to ask the user for anything. However, this does not prevent the company from stimulating audience engagement. After all, creating posts that encourage this engagement is a great way to retain customers.
3. Invest in the quality of the content
Regardless of the format, the material published on the social networks of your food business must be well structured. With the immense amount of content that circulates daily on the networks, the brands that stand out are those that invest in impactful productions.
And when it comes to food, food photos shine. So investing in beautiful images with good resolution is essential to enhance your menu.
4. Monitor social networks
There is no point in planning a digital marketing strategy but not understanding how it is performing. After all, even if you spend less on social media, that doesn't mean you can ignore the need to invest objectively.
To ensure that the desired results have been achieved, it is necessary to stipulate some key performance indicators, such as investments as ROI, or engagement, such as hashtags.
5. Reveal behind the scenes
When a food business such as a restaurant has a famous dish, the curiosity to know what is so special about it reigns among consumers. How about using that appeal as a sales pitch?
Bring your processes closer to the public by making posts that show the brand's transparency and care with the production of what reaches the customers' table. Again, this is a strategy to improve the reputation of the enterprise.
6. Use hashtags to increase the visibility of your posts and reach new customers
Using hashtags in the food industry is a great way to increase the visibility of your posts and reach new customers. Hashtags allow you to categorize your content and make it more discoverable by people who are interested in similar topics. For example, using popular food-related hashtags like #foodie or #foodporn can help you connect with a wider audience that is interested in food.
Additionally, using location-based hashtags like #LDNfood or #Birminghamfood can help you target customers in specific areas.
By incorporating relevant hashtags into your social media posts, you can increase your reach, attract new followers, and ultimately drive more business to your food establishment.
7. Offer exclusive promotions and discounts to your social media followers
Offering exclusive promotions and discounts to social media followers is a great way for the food industry to increase engagement and boost sales. By providing special offers to followers, food businesses can create a sense of loyalty and appreciation among their audience, which can ultimately lead to repeat customers.
Social media promotions allow food businesses to reach a wider audience, including potential new customers who may not have discovered their products otherwise. By regularly offering promotions and discounts, food businesses can stay top of mind and continue to generate interest and buzz on social media, which can ultimately lead to increased revenue and growth.
8. Collaborate with food bloggers, influencers, and other businesses to reach new audiences
Teaming up with food bloggers, influencers, and other businesses can give your food business the boost that it deserves. By collaborating with these industry movers and shakers, you can tap into their existing audience and reach new customers you may have never otherwise connected with.
Plus, working with others can bring fresh perspectives and ideas to the table, spicing up your marketing efforts and making them more appealing to a wider range of people. So why go it alone when you can collaborate and conquer the food scene together?
Knowing how to use social media for the food business is imperative in a context where digital marketing has been consolidating itself as the best way to bring business and customers closer together. It is common to see entrepreneurs starting their businesses and focusing on aspects such as accounting, managing employees, and customer service, while forgetting about Social Media Marketing. However, this can become a significant issue as companies have to deal with competitors eager to steal their market. Social networks are an essential tool for online marketing, allowing companies of any size to establish their brand's tone of voice and talk to different potential customers, thus increasing business visibility. For the food industry, Facebook and Instagram are relevant networks, offering cost savings and the chance to showcase brands and products without barriers of time and space. To achieve effective results, food businesses should interact with their audience, encourage social paying, invest in the quality of content, monitor social networks, and reveal behind-the-scenes details. By following these tips, companies can build a publicity strategy that enhances their reputation and brings their business to success.