In Part One of Content Marketing - A Plan for Winning New Product Launches we covered the following tools at your disposal.
Content Marketing Tools
- Blog posts
- Guest blog posts on other's blogs where your potential customers are reading/visiting and searching for information.
- Reviews of your products on blogs that appeal to your customer persona
- Social media content such as posts to your business's Facebook page, Pinterest boards, Twitter or Google+ accounts
- Recipes and How-Tos posted on your (DC - Kraft Foods created their iPhone Assistant that delivers recipes and how to videos to time starved consumers)
- Videos -Show and Tell. Demonstrating the appeal of your company's food products during tasting events like Slatherin' Sauce does can help your prospective customers understand all the uses for your sauce.
- Presentations- pitching the retail buyer ? Post in on Slide Share or in a virtual media room such as the ones at the Fancy Food Show.
- Photographs of your products -distribute photos of your products across the web with enticing descriptions and links back to your website.
So we now want to go beyond the how to create a marketing plan article for food entrepreneurs. Let me show you two case studies of food entrepreneurs launching and growing their brands in the food & beverage market. These case studies illustrate that new product launches for local and small food brands can be successful through great content marketing programs.
Case Study: Three Tarts increased Facebook followers using visual content
- What: Three Tarts digital marketing campaign in 2011
- Goal: to augment awareness of Three Tarts's marshmallows by increasing interaction and activity across all the brand's social media platforms.
- How: Simple conversations, deals, offers, and new products
- Activity: offered, shared and talked about with the brand's core customers.
- Tools and Tactics:
- QR codes in-store and at outside events to drive new customers to our website
- Facebook in conjunction with sneakpeeq used for getting conversations started for Three Tarts using visual posts. Posts sharing dazzling images of the confectioner's luscious, colorful food got immediate attention.
- Twitter to talk to the individual customer. Highly effective when used for chatting back and forth in a very easy-going tone with a happy customer or sharing content to increase someone's interest so that they go from curious to customer. If Twitter is of interest, please read my article on The Benefits of Twitter for Food Entrepreneurs .
- FourSquare -event location information
- Yelp -getting customers to post reviews
- Three Tarts gained hundreds of new fans/followers/customers in less than 36 hours of being live on sneakpeeq.
Case Study: Good Greens Bars local blogger relationship development
- What: Good Greens Bars hyper-local (Cleveland, OH) guest blogging campaign to increase impressions, traffic and Google rankings.
- How: Approached bloggers in the Cleveland area and asked them to consider writing about Good Greens protein bars.
- Tactics: Developing relationships with local bloggers to increase the number of mentions, reviews, and search engine results pages for Good Greens.
- Results: Good Greens Bars told About.com "We've had over 30 local bloggers "plug" us, covering just about every relevant blog in the Cleveland area. This has increased our traffic coming from these blog and simultaneously helped us with our Google optimization.
"We went from a PR0 (Google Page Rank) to a PR3. Our Alexa ranking is about 1.7 million and we are driving 2000+ visitors per month. A large chunk of our traffic is actually local and probably driven by many of these local blogs. This is really good considering we are available to them in stores and online.
"We watched our sales average jump over 50% over the last 4 months from the previous 4-month period! We are now doing consistently over $50,000.00 in sales per month compared to $30,000/month just a few months ago."
The 9 Step Content Marketing Plan
I have outlined both how to develop a content marketing plan as well as examples of successful new product launches from food entrepreneurs.
- Know your customer.
- Understand what needs your product fulfills for your buyer.
- Know where and how your customer seeks information on the web about these issues.
- Develop a plan to author / distribute or share content across the social Web that fits your buyer.
- Calendar your monthly focus and weekly content distribution.
- Create content to address each buyer issue/need that is related to your product in a way that helps them, without blasting them.
- Share the content.
- Monitor and respond to customers.
- Tweak tactics and continue.
I hope I have inspired you to use this 9 Step Content Marketing Plan Outline. Keep this handy… you will use it often!