Digital Marketing for the Beer Industry

Transcript

1. Digital Marketing for the Beer Industry
2. Beth Peluse Marketing Lead Neal Stewart Vice President of Marketing
3. Digital Marketing Pillars for the Beer Industry • Web Presence • Email Marketing • Social Media • Content Marketing • Search Engine Optimization • Video Marketing • Influencer Marketing • Online Advertising Image Source: YourDigitalResource
4. Collaborative Workshop Format • Write down your own ideas on how each topic can be implemented into your own business. • Be ready to share with the group for feedback and discussion.
5. Beer Marketing Landscape • The craft beer industry saw 12 years of double digit growth from 2004 through 2015 • Growth dropped in 2016 to 6.7% from 15% in 2015 – Mature western region (including the hotbeds of Seattle, Portland, and Denver) grew only 3.7% • Competition continues to increase with over 5,000 breweries in the US; 6,789 different beers sold in retail; and 1,385 new beers introduced in retail in 2016 Source: Information Resources Incorporated
6. WEB PRESENCE
7. Web Presence: Best Practices • Mobile optimized website – Helps with user experience and SEO • Visually pleasing but with a purpose • Marketing funnel should be front and center
8. Deschutes Brewery
9. Flying Dog Brewery
10. Web Presence: Key Takeaway You can have a website that looks great but if it isn’t focused on your marketing goals, it’s not working hard enough for you.
11. Email Marketing
12. General Consumers
13. Mug Club Members • Timing • Clarity
14. Mug Club Members • Grab Attention • Build Anticipation • Call to Action
15. Previous Inn Guests
16. Event Attendees
17. Key Takeaways: Email Marketing • Develop the strategy that is right for you Frequency Depth of Content Annoying! Who are you? Big Updates! Consistent messaging
18. Key Takeaways: Email Marketing • Think of the inverted pyramid • Create customized email lists • Measure! – Open rate – Offer redemptions • Set realistic goals • Think like a super fan
19. Social Media
20. Dogfish Inn All-INNclusive
21. Dogfish Inn All-INNclusive
22. Dogfish Inn
23. Dogfish Inn #INNterestingLewes
24. Dogfish Inn #INNterestingLewes
26. Key Takeaways: Social Media • Find ways to get your fans/guest involved • Inspire people to travel • Engage your neighbors
27. Content Marketing
28. Dogfish Inn #INNterestingLewes
30. Blog Posts
31. Blog Posts
32. Key Takeaways: Content Marketing • Use your website traffic and social media engagement data to steer your content • Treat your content calendar like a newspaper by developing beats and columns • Map your content to the journey of your guest/consumer
33. Break!
34. Search Engine Optimization
35. SEO: Important Factors • Content of your site – Content Marketing • Links pointing to your site – Partnerships – Influencer Marketing • Schema markup Image Source: VerticalResponse
36. SEO: Schema (Structured Data) • Makes it easier for search engines to understand your site, thereby helping to ensure that it is displayed correctly. • RankBrain is Google’s artificial intelligence system that interprets search queries and continually adapts its algorithm • Third most important SEO factor Image Source: LSEO
37. SEO: Local • 76% of mobile local searches end up in a store visit • Ensure that people in your area can find you Image Source: Search Cloud Source: Google
38. Improve Local SEO by: • Claim your business and verify accurate information on Google • Posting/getting linked to by other local sites (guest blogging, partnerships,etc.) • Research local-focused keywords (use Keyword Planner on AdWords) • Incorporate the keywords into your website copy but also your blog posts. (Best of…, Top 10 …, etc.) • Promote your local content on social media
39. SEO: Key Takeaway Having a great looking website will work for people who are already looking for you. Being optimized for search engines will bring new people that aren’t looking specifically for you.
40. Video Marketing
41. Lupu-Luau
42. Post-Boil IPA
43. Key Takeaways: Video Marketing • Video is all about content, less about production value • Get as much mileage out of your videos as possible. – Post across platforms – Don’t be afraid to repost • Create themes for your videos to reinforce strategic messaging • Document great experiences to promote ones in the future • Find your characters and storytellers • Get niche-y with it! Better targeting means a better message. • Think about YouTube as a search engine.
44. Influencer Marketing
45. Influencer Marketing: Best Practices • Know the difference between an influencer and an advocate • Build a relationship before making an ask • Make sure you know what they cover • Streamline the process to make it easy to work with you • Don’t forget the follow up!
46. Working with Advocates
47. Working with Influencers
48. Influencer Marketing: Key Takeaways • Connect more, both online and in person • Start small with something like an Instagram takeover • Consider local bloggers (beer bloggers, regional bloggers, even food bloggers) as media and start to include them in your promotions and announcements
49. Online Advertising
50. Online Advertising: Best Practices • Depending on your marketing goals, you may not need advertising • Test what works for you • Make sure to set measurable goals
51. Paid Search • Implement tracking on your completion pages • Don’t double dip on your keywords • Test out 2-3 ads per Ad Group • Bid on exact match keywords higher than broad match • Continuously test and measure results
52. Paid Social Media • Test out your messaging and ads on organic social first • Target, target, target • Don’t let ads get stale • Design for mobile
53. Online Advertising: Key Takeaways Experiment to find what works best for your and your budget Make sure to micro-target and track your results
54. Questions?
55. Digital Strategy Analysis One-hour digital strategy analysis by phone: – Review your current marketing channels – Analyze what is working and what is not – Provide recommendations on where to focus your efforts