Beer Marketing Company
Craft beer is more popular and sought-after than ever, and it’s hard not to think that the Internet has played a big role in that rise.
Whereas in the past a microbrewery might have a local or regional following, and a rudimentary website, today’s digital landscape — with apps such as Untappd, sites such as RateBeer, and the reach of social media — means that beer drinkers from coast to coast, or even worldwide, can always be on the lookout for their next favorite brew, no matter where it comes from.
With that increased popularity, more and more microbreweries continue to appear, creating a favorable situation for the supporting brewery equipment industry. With a need for everything from kettles to chillers to pumps and beyond, brewing equipment suppliers and retailers have a vast potential customer base that can be reached with the help of Internet beer marketing.
Below are some methods that beer marketing firms have recommended for getting the word out about your brewery or brewery equipment company.
Even though the reach of the Internet spans the globe, the greatest potential often remains local — as a brewery or equipment supplier. With Internet marketing for beer, you can target your content and outreach to those who are most likely to become customers. Unlike traditional online retailers, in the beer business, that usually means people who intend to physically walk through your door. Of course, other options for increasing business exist as well, such as supplier or distribution relationships, and even attracting out-of-town visitors to your brewery.
As a baseline for a content strategy and an online marketing strategy, SEO (search engine optimization) is the practice of tailoring your online presence to match the way your potential customers conduct Internet research, resulting in higher rankings on search engines such as Google. Beer marketing companies advise that specific search terms are better for SEO targeting — there’s just too much competition in more broadly searched terms.
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PPC (pay per click) is another method of having your website appear at the top of specific search rankings. Through this method, though, you bid on a search term and pay up to that amount every time a user clicks through to your site. The guaranteed exposure is a huge benefit, but it’s also important to remember there are a lot of ins and outs to productive PPC with a positive ROI. So, this area is typically one where outside beer marketing services can be helpful.
Loyalty is a key driver of popularity and success for craft breweries. Email marketing is a highly effective way of maintaining and building a relationship with your most loyal customers. As a best practice, use email marketing to express your company’s brand and message rather than explicitly as a vehicle to drive sales — although your distribution list will always be happy to hear about new beer releases or special discounts through your newsletter.
Smart web design can help craft breweries inform potential visitors about their offerings, specialties and style, and can keep repeat visitors updated on what’s new and coming soon. For equipment retailers and suppliers, an intuitive, easy-to-use online catalog is one of your best tools for enticing customers to make a purchasing decision. Be sure that your website contains the information buyers need to know when making a purchase, and try to answer as many questions as possible via your site — otherwise they may look elsewhere
A beer marketing agency can help you initiate or optimize any or all of the aforementioned marketing solutions, and more. For more information, contact Straight North at 855-883-0011 or click here to request a quote.