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Inbound marketing is the future of successful business, and craft beer brands are at a massive advantage because the product is inherently social.
Breweries are rapidly adopting inbound marketing techniques to increase revenue and grow their audience online. However, it’s becoming increasingly tricky for craft beer brands to differentiate themselves and attract new customers.
Inbound marketing is the future of marketing because it’s focused on the customer experience. Inbound is all about being on the same page as your customers, understanding their motivations, and providing relevant information to help them take the next step towards conversion. And unlike traditional marketing, inbound marketing tactics have proven to drive more sales while building brand loyalty and trust.
Increase Visual Content
According to Andy Crestodina, Co-Founder of Orbit Media Studios, over 2/3 of bloggers include at least two to three images in their blog posts. Bloggers who use images in their posts attribute these visuals to more substantial results.
Don’t just blindly add pics to your blog without thought and consideration; If you’re not careful, an abundance of visuals can harm your brand.
Your customers have a visual perspective, and your craft beer brand must embrace that. This perspective is why more businesses are turning to visual content marketing. Visual content is more likely to be shared on social media, where it’s more likely to go viral. And the use of visual content makes viewers 55% more likely to view other posts by that brand.
Also, it’s now a fact that video content generates more website traffic than any other form of content. A “How-To” video can be a great way to start a great blog post. Repurpose that post for fantastic social media engagement, increasing customer loyalty, and sales.
Publish Relevant and Contextual Content
More than focusing on how much content you post, focus on creating and publishing relevant content for your audience and meet them where they are in their customer journey.
The first step to creating relevant content is genuinely getting to know your audience. From there, identify ways you can provide value for them, whether it’s through a blog post, e-book, or another form of content.
The most common reason a customer finds a business on their mobile devices is through search, so craft beer brand marketers need to make sure their’s is easy to find. The most important piece of marketing your business has is its website, and that is where you should place the majority of your content. If you’re trying to reach people in the bar or at the store, you have to make sure the content you’re creating is available in that context. In addition, your content needs to ensure people find it when they are ready to buy.
Creating relevant and contextual content is essential. It may not directly impact your bottom line today, but it will help build the trust you’ll need tomorrow if you want customers to buy from you.
Master the Art of Storytelling
Storytelling helps your audience connect with your brand by eliciting emotional responses. It drives brand recall as people are more likely to remember a story they heard over a slew of numbers and statistics.
The days of “build it, and they will come” are long gone. People need to be sold on your brand before they’ll consider doing business with you.
Storytelling is critical to a memorable brand, whether through a blog post, social media, or content marketing. It can help your craft beer brand go from simply being a concept in consumers’ minds to a brand they know and trust. However, many brands struggle with storytelling because they lack a compelling narrative or fail to communicate it engagingly.
Inbound marketing is about telling stories that captivate audiences to naturally drive customers to purchase and become promoters of your brand. So how do you better tell your brand’s story and make sure that it’s relevant–and crucially, makes people want to listen and buy? Refer to the previous tip!
Optimize Keywords for SEO
At first sight, Search Engine Optimization (SEO) may seem intimidating. It doesn’t have to be. As Google suggests, “[SEO] is often about making small modifications to parts of your website… when combined with other optimizations, they could have a noticeable impact on your site’s user experience and performance in organic search results.”
To start optimizing for SEO, consider performing an audit of where your on-page SEO is currently. Look at things like your title tags and meta descriptions, as well as your URL structure. Once you understand what you want to optimize for SEO, move on to your content.
Create a keyword/phrase list that you want to optimize for and develop an SEO strategy around them; sprinkle your keywords throughout the content without stuffing in too many.
You’ll see your audience grow and your revenues increase by working these tips into your craft beer brand’s inbound marketing strategy. If you need some help with inbound, let us know! SamsonMedia can help you implement inbound marketing for your craft beer brand.