Showcasing your brand to bakers and food producers doesn’t have to be limited to trade shows and conferences. Effectively marketing and advertising to the baking industry means getting out in front digitally. It’s no secret that customers are spending time online. So what are ways to cut through the digital noise and reach your target audience?
Here are 5 things you can do to market your company in the baking industry.
5. Digital Presence
How are you doing with your website traffic and social media activity? If not great, don’t worry! This is one of the easiest and straightforward fixes. A few simple updates on your website can make it more SEO friendly, making it easier to find on the web. Meanwhile, make sure your social media sites like LinkedIn and Facebook are up to date and being posted on often. These platforms are free for sending traffic to your website and connecting with customers.
4. Email marketing or email campaigns
This is a great first step for actively pursuing leads and building an audience. You can start by just sending emails using your Bcc field. If you want to get a little more sophisticated and automated, use MailChimp. This is a highly efficient platform due to its gentle learning curve, and low cost. If you’re on Salesforce, Constant Contact is the way to go. Even Hubspot has its own integrations. Keep it simple. The key is to be connecting with your contacts, sharing your brand, and letting them know about upcoming deals or products.
3. White papers
Many of the companies we work with ask “how can we get more leads?” Especially with trade shows cancelled, how are you stuffing your lead funnel? White papers of course! New to the concept? It’s basically taking one of your company’s presentations, and turning it into a PDF. Give it a catchy title like, “3 Ways to Increase Your Shelf Life.” Place it on your website and gate it to collect names, emails and company info. If you’re looking to reach a wider audience then your own site, set up these gated white papers on other sites like BAKERpedia that can help with advertising to the baking industry.
2. LIVE Streams
This message is targeted to marketing and communication departments: empower your employees to speak for you. As a host to hundreds of LIVE streams, I’ve found this to be one of the most common mistakes. Smaller companies are agile and innovative in their communication process. You see the passion come through in strong mission statements. For large companies, this can be more of a challenge. For advertising in the baking industry, LIVE streams on social media platforms are a way to showcase your products. More importantly, however, it lets viewers connect personally with your employees and brand. So see how your company communication policy can support that.
If you appear on a BAKERtv LIVE stream, you reach all of our social media platforms immediately. It’s like having your own news network. Not only that, but with the integration technology that BAKERpedia employs, everyone gets pinged when we create a LIVE event. That’s key, when you want your brand at the forefront of digital users. The more people see and learn about your brand, the more likely they are to remember it come purchasing time.
And the number one tip…
1. Interactive Seminars
Maybe you have a million dollar lab or innovation center. Maybe you have a ground-breaking innovative solution or technology. Why not showcase with seminars? In this day of technology, the days of boring webinars are over. Being interactive with your audience keeps your brand relevant. Online seminars with components like live video and Q&As give you a direct link to bakers.
Here at BAKERpedia, we host interactive seminars from bake labs and kitchens all over.
- Questions are asked that allow the subject matter expert to shine
- Highlight technical services capabilities
- You don’t need to wait for the next trade show to showcase your innovation right from your beautiful facility
Multi-channel advertising to the baking industry
These are just a few of the ways your advertising efforts can reach commercial bakers. However, the best strategy will include a combination of these techniques. Multi-channel marketing is a way of opening up communication lines to attract, inform and connect with customers.
At BAKERpedia, our packages offer you opportunities for digital advertising, email marketing, live streams, seminars and more! Learn about our channels here, or reach out directly to [email protected].