Beer is now more popular than ever. Whether you’re selling the latest craft beer or traditional leading brands, people are consuming beer in bars, restaurants, breweries, festivals, and off the shelf at supermarkets and specialty stores. This also means, however, that there’s more competition than ever. How do you stand apart and sell more of your own products? Here are some innovative beer marketing strategies you can use to outsell the competition.
Tell a unique story.
As you learn in Marketing 101, most people make buying decisions emotionally rather than rationally. This is more true of beer than many other products. People drink beer to relax, unwind, and have fun. Think of the most popular beer commercials run by industry giants such as Budweiser. They don’t give you a list of ingredients or describe the brewing process. They tell stories that show how much fun everyone is having while drinking their beer. Each beer has a slightly different ideal narrative that varies according to your target audience. Do you want to cultivate an image that’s hip and youthful, salt-of-the-earth, or upscale and sophisticated? In all of your marketing efforts, focus on telling stories that will appeal to your demographic.
Partner with influencers.
Influencer marketing involves getting well-known people, especially those with large social media followings, to recommend your products. This is more subtle than hiring a celebrity for a TV or radio commercial. You want to find people who genuinely like the kind of beer you’re selling and who are highly regarded in the world in which your customers live. You don’t need A-list celebrities to do this effectively. Focus on people who are locally known in realms such as food, entertainment and, naturally, beer. Connect with influencers at tastings or festivals whenever possible. Reach out to them by offering them samples of your products. Once you’ve connected, think of ways to partner with them.
Connect with influencers at tastings or festivals whenever possible. Reach out to them by offering them samples of your products. Once you’ve connected, think of ways to partner with them. For example, you could help promote them on your own website. To be able to arrange mutually beneficial partnerships, it helps to build up your own website traffic and social media following, which we’ll discuss shortly. Even without this, however, it’s possible to get an influencer to recommend your beer if he or she really likes it.
Connect with your audience online.
Because beer is so hip now, it’s relatively easy to connect with internet savvy customers who like your products. There are many ways to do this, including SEO for your website, social media, and email marketing. Here are a few basic ideas to keep in mind.
- Make sure you have a compelling website. Add content, such as blog posts, images and videos regularly. While this sounds time-consuming, if you devote a few minutes every day to posting at least one piece of content, your site will soon have plenty of content for the search engines and your audience to discover.
- Be active on social media. Choose a couple of sites to focus on. A Facebook page is an important tool for building your brand. If you’re targeting youthful customers, Snapchat is a great way to reach them. Post fun and interactive content, such as coupons for your beer, contests, and information about upcoming promotions.
- Build a mailing list. An email list, which you can promote on your website and social media pages, is a powerful way to engage with your audience. When you have people’s email addresses, it’s easy to blast out messages whenever you want to promote a sale, new product, or event.
These are just some of the ways to stay in touch with your customers and prospects. With increasing interest in beer, people are eager to learn about the latest products, news, and trends in this industry. Reach out to your audience using a variety of methods, from live events to social media. Find out where your customers get their information and make sure you’re active on these platforms.
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