The internet is full of noise, with businesses competing to be seen. So how do you stand out in an overcrowded marketplace? You might have the best-looking and tastiest foods, but if you don’t tell people about them, no one will know.
People buy with their eyes, so they want to see beautiful photos with mouthwatering descriptions, and maybe recipes and serving suggestions. They want to know who the people behind the business are, what made you start the business, and how you work (we’re a nosy lot and love a good look behind the scenes). It’s not all about selling, you need to build relationships with your customers. Without them, you don’t have a business.
Standout Photography
Start with some great photography that’s in focus, well-lit, and real (avoid using AI; people want to see the real thing!). Check on your chosen social media platforms what the best image size is, so you don’t lose half your picture.
Look at your competitors to see how they present their food, and take your inspiration from them (but don’t copy them). Look at bigger food retailers like M&S or Tesco to see what’s on trend.
Try not to put words over your images; you want to show off your products as much as you can. Text on images can be hard to read, especially for visually impaired viewers.
Social Media Success
Having a presence on social media is essential, but it’s easy to get it wrong. Too much promotion and not enough building relationships, not actually being social, and going for quantity over quality, will not do you any favours.
You don’t have to post on every platform, just the ones that your target audience hangs out on. If you want to reach the over-40s, Facebook is the ideal choice, but if your target demographic is younger, Instagram and TikTok are better choices.
Make your header image stand out, create a name and username that fit the business, and ideally match, and write a compelling bio. Add opening hours, location, and contact details, and pin relevant posts, like seasonal offers and promos, for extra visibility.
Do your research to avoid wasting time and effort, and find out what works best on your chosen platform. Single images, carousels, videos/reels, posting several times a day or a few times a week (although, in my experience, more is better), hashtags or not, long text or snappy keywords? Each one is different, but once you get the hang of them, it becomes much easier
It’s important to not just post, you need to interact with other businesses and with your followers. Always answer queries as soon as you can, and reply to reviews, even the bad ones (but be polite and try to solve any issues without getting into an argument).
Websites That Work
This is where a lot of smaller businesses let themselves down; they either decide to build their own website, get a ‘friend with a bit of experience’ to do it, or go for a cheap offer that doesn’t work for the business. Or, worse still, they don’t bother with a website. Having a Facebook page can only get you so far, especially if you’re looking to expand your sales. If you want to look professional and grow your business, a well designed and built website is a must.
You only get a few seconds to make a good first impression, and if your website looks homemade or doesn’t work properly, you’ll lose sales.
Things to be aware of with your website;
- Bad design, either too busy or too much space, or outdated
- Poor spelling and grammar
- Not enough information
- Hard to find contact details
- Poor quality photos
- Links that don’t work, so you can’t find your way around, or reach other pages
- Poor navigation
- A complicated checkout system
If you’re not confident about your abilities, get help. You put so much love into your products, don’t be let down by your website.
If you want to get seen online, get these 3 things sorted, and you’ll be well on the way to success.
If you want to discuss how we can help you, get in touch with our food and drink marketing experts.