You have a decent amount of likes on Instagram and share your events on Facebook. Heck, you even tweet your new products and send out a newsletter sometimes. You’re getting your name out there just fine, right? Actually, no.
Promoting your business without having a content marketing strategy is like trying to brew beer without yeast. You can have the best recipe, and use all the best ingredients, but without the yeast you won’t succeed! Just like yeast starts the fermentation process, a quality content strategy begins the process of growing your presence in the market.
The four main benefits of content marketing are increased sales, cost savings, name recognition and loyal customers. Valuable, relevant content drives profitable customer action. In other words, content marketing is good for your bottom line.
A strong content marketing strategy sets your business up for success. As the craft beverage industry continues to grow, having a competitive edge is more important than ever. Creating content for the sake of creating content is simply not enough. Strategy is key, and here are some reasons why:
REASON #1: GOOD CONTENT DEVELOPS RELATIONSHIPS WITH YOUR CUSTOMERS.
At its most basic level, content marketing shares information about your company with your potential customers. At its best, content marketing gives your followers a taste of your company’s personality. This authentic and sometimes behind-the-scenes view of your business adds another layer to your relationship with your customers.
REASON #2: SHARING CONTENT CREATES OPPORTUNITIES FOR ENGAGEMENT.
In today’s world, connecting with your consumers and soon-to-be consumers happen both in-person and online. Social media gives you the chance to directly engage with your followers. A successful social media strategy capitalizes on these interactions. When people comment and share your posts, taking the time to reply is major. Consumers appreciate when a brewery they love responds personally because it makes them feel #famous.
REASON #3: CONSISTENCY HELPS YOU STAY AT THE FRONT OF PEOPLE’S MINDS.
“Where should we go for happy hour?” “Let’s go to this bar, I just saw a new cocktail on Insta, and I need it.” This scenario happens every single day. People try to figure out where to go before a show or what to do with their night off, and they choose a place they remember. Getting your brand in front of customers reminds them of all of the cool stuff that you have to offer and puts your business on their radar for their next night out.
REASON #4: A+ CONTENT GIVES YOUR CUSTOMERS FOMO.
A little FOMO isn’t a bad thing. In today’s social media-driven world the Fear of Missing Out is very real, and yes, it drives buying decisions. When you show off a picture-perfect cocktail that you just came up with, people are going to want to try it – and post their own pic. The same goes for a beautiful new patio, or cool interior design. For breweries, many of their crazy, one-off beers sell out so quickly because people are worried that they’ll miss out if they don’t get it right away. So embrace the FOMO, and use it to your advantage.
REASON #5: POSTING QUALITY CONTENT IMPROVES WEBSITE RANKINGS.
Google rankings are super important. Everyone knows this, but few people actually understand it. Google’s goal is simple: to help users find answers to the questions they ask. To top Google searches, you need to post relevant and reputable content. Quality content trumps quantity. Creating a blog and posting for the sake of posting is not a long-term strategy. On the other hand, creating content your target audience finds valuable drives search traffic and this is where compound growth begins.
REASON #6: YOU CAN ESTABLISH AND VALIDATE YOUR EXPERTISE.
You’re in this business because you’re passionate about it. Your customers will love it when you really share that passion. Your anecdotes, fun facts, and even a little geekiness make your company unique. You know that you know what you’re talking about, but your customers don’t until you show them. When you start talking about your drinks, you can really show off your skills and the reasoning behind what you do. All of this helps to establish your company as a leader in the industry.
REASON #7: ORGANIC CONTENT SELLS WITHOUT SELLING.
In-your-face advertisements are everywhere. That’s why people truly appreciate when brands get real. Behind every brand there are people and their stories, especially in the craft beverage industry. Showcase your brand on a personal level. Mixing salesy content with organic content is an effective strategy. Say you promote a new beer on tap one day, but document a staff beerventure the next. This balance will capture your audience’s attention. Experiences over sales pitches all day every day. P.S. there are also ways to promote your products in an organic, experience-first way. Hint, hint ask us.
THE BOTTOM LINE
There’s a reason successful businesses invest in content marketing. Why? Because it works. The harsh reality is laying out a content strategy is daunting for businesses owners. Since you have so many other things on your plate, creating content may seem secondary. But it’s not. Developing a solid content strategy is worth it, we promise. Ready to develop your own crafty strategy? We’re here to help.