Digital Marketing For Food And Beverage (F&B) Companies in Singapore
By Elon Law | December 12 2016
Digital marketing can be daunting for most SME owners, especially for the time-consuming and labor intensive food and beverage (F&B) companies. Digital marketing, if done right, can bring many customers to F&B companies, in a steady stream.
For many F&B business owners in Singapore, digital marketing can be confusing. This is because many marketing agencies are offering many different marketing strategies for these owners to choose form. Also, in today’s digital marketing landscape, having just a specific type of digital marketing is insufficient — you need to execute more marketing pillars forming an integrated marketing campaign.
Here are a few ways for F&B companies in Singapore that we would suggest to boost their digital presence:
- Search Engine Optimisation (SEO)
- Social Media Marketing
- Content Marketing
- Email Marketing
Search Engine Optimisation (SEO)
Search Engine Optimisation (SEO) allows you to gain traffic and potential customers online. With the surge of mobile usage, more customers are looking for information online. A simple Google search is all it takes for you to find your favourite food in Jurong, or your favourite laksa in Katong. But how are you going to capitalise on this? The answer is SEO.
SEO can be divided into 4 main categories:
We have written in-depth ways you can use SEO in the F&B industry, but here are the few main ways:
- Geographical keywords
- Niche keywords
- Brand-related keywords
Find out more about how to use these specific keywords to your benefits.
With the right keywords, it is time to create the right content. Creating content is one big field by itself, but in summary, the content you churn out have to hit the following criteria:
a. Create the content for human, not search engines
The best content are those that ultimately capture real human attention and traffic. Over the years, search engines have placed greater emphasis on readership and sites that attract users to go back again and again. As such, if your content is not reader-friendly or not beneficial to readers, it will ultimately be reflected in your analytics and this tells search engines how little value you are providing your users with. This is definitely not a good strategy.
Just as reader-friendly sites are important, it is useless if you create content aimlessly. Be sure your content are tilted towards SEO-optimised keywords (which you have already done research for) so your efforts are not discounted.
After getting the right keywords, the next important step is to ensure the optimisation of your SEO campaigns.
To sum up, optimisation consists of 2 main categories — on-page optimisation and off-page optimisation.
Find out more about optimising your pages and content with keywords.
Backlinks have been and will be an important factor in SEO — it has always been a critical factor Google looks at when they rank a page. As such, you must create an SEO campaign which includes building of backlinks. Backlink strategies can be a little tricky — too little backlinks can cause your link velocity to be slow and have little effect, whereas too much sudden backlinks can hurt your SEO ranking. We will talk more on backlinks in our SEO article.
Find out more about in-depth Search Engine Optimisation (SEO) strategies.
Social Media Marketing (SMM)
Social Media Marketing (SMM) is a useful tool to keep constant contact with your clients. SMM can be especially useful if you are a B2C business who is using it for various purposes including:
- To promote your products (food in this case), superior services
- Conduct sweepstakes or contest to gather more database of your potential clients
- Disseminate your content from content marketing campaign
- Induce customers to buy from you again through promotions or special discount events
We will go through more in depth what we can potentially do in our Social Media Marketing (SMM) article for F&B companies.
Content Marketing (CM)
Content marketing is the creation and sharing of online material (such as videos, blogs, and social media posts) that does not explicitly promote a brand but is intended to stimulate interest in its products or services.
In recent years, changes in major search engine algorithm in Google has made the churning of useful and valuable content an important part SEO.
Content marketing, in fact, is an integral part of SEO.
- Content marketing can be used to churn useful contents to attract potential clients
- Having a strong content allows you to pull more traffic when other web-masters republish or share your sites
- You can gather very powerful SEO link-juice when web-masters backlinks to you
- You can gain high quality traffic when the content is closely relevant to problems prospects are facing.
We will study more in-depth on how to conduct content marketing as well as cleverly leveraging on it to gain huge traffic in our Content Marketing (CM) article for F&B companies.
Email Marketing (EM)
Email marketing has been around for a long time, but it is still one of the most powerful tool to remain in contact with your clients as well as to stimulate sales.
Below are some of the ways you can use email marketing in your F&B business:
- Use emails to send useful promotions and discounts to bring old customers back
- Sending mouth-watering pictures of your food to stimulate their cravings
- Remain constant contact with your customers
We will look in detail how email marketing can potentially benefit us in our Email Marketing (EM) article for F&B companies.
- content marketing
- Digital marketing
- email marketing
- F&B marketing
- food and beverage
- food and beverage digital marketing
- food and beverage marketing
- food and beverage vendors
- search engine optimisation
- social media marketing
- sweep stakes