Our team work with social media on a daily basis so have lots of ideas that can help you ‘stand out’ on Facebook, Twitter and Instagram. It’s well-known these days that no other medium matches social’s immediacy, affordability or sheer viral power. We started working with Harry Gow bakery this year and as a result, we thought we’d put together 5 key considerations for ‘foodie’ businesses that want to build their brand using social media.
Shout about your story and unique selling point
Let’s use Harry Gow as an example for this one. This much-loved family business, established in 1979, have recently expanded their bakery for the third time in 39 years. Changes comes due to the ever-growing popularity of their fresh baking selling in 19 of their own stores and stocked in 21 Co-op retailers across the Highlands and Islands. Six generations of baking obsession! Harry Gow were triple winners at the Scottish Baker Awards 2018 with their bakes taking first prize in Best Celebration Cake, Best Strawberry Tart and Best Curry Pie categories.
As you can imagine, there’s a lot of tasty content and news to work with but the real challenge is to define the story, USP and create a plan to deliver timely, targeted campaigns that will deliver return on the time and investment (ad spend or support from a team like ours).
Present irresistible content
The best thing about Harry Gow content is that it almost always looks delicious, be it a fresh bake, sandwich or steaming cup of indulgent hot chocolate, you can take photos and use compelling copy to tempt customers. There are a number of design apps you can use to edit images and create videos that will ‘work harder’ for you on social media. But remember, social media posts should have a call to action so that you see something in return for your efforts. We recommend creating a content calendar that encompasses general content (which is your everyday posts) and special campaigns (such as competitions and promotions). By having a plan and creating unique campaigns, you’ll keep your audience engaged and build your social media following.
Have a conversation with your customers
Think about how you’ll respond to reviews and other user activity. We recommend building a rapport with your ‘active promoters’ who are already helping to share your content online. These are followers who like, leave comments and share your posts. Allocate a couple of hours each week to ensure you don’t leave anyone with unanswered questions. Keep notes on what your customers want to see, what they react to and think about how you can produce more content that will appeal to the customer profiles you’ve identified.
Develop a hashtag strategy
Hashtags are especially relevant for the food and drink industry using Instagram. People are changing the way they search and often use hashtags to inform a decision and gain inspiration. You need to think about the hashtags you actively use in posts and the hashtags you follow. There are a number of websites that can help you identify trending hashtags and we suggest you tune in to key influencers such as chefs and food bloggers to see what hashtags they are using.
Measure your success
Return on Investment (ROI) can be measured in other ways besides increased revenue. Your social media presence is inexpensive or free, but time and effort carry fixed costs.
These are just a couple of our tips but there are plenty more which we can share with you in digestible chunks, so get in touch!