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4 Ways to Establish Your Food & Beverage Brand for Online Success | Blog | Hawke Media


The food and beverage industry faces unique challenges with mounting manufacturing and regulatory constraints. Shipping can be a challenge in and of itself for products that are heavy, frozen, or have short shelf lives. 

Despite these woes, the food and beverage industry is expected to generate $76 billion in revenue this year with 15-20% of global sales expected to be completely online by 2025. 

Are you ready for this shift?

Here are some tried and true ways to build an online presence that leaves a lasting impact for your customers and bottom line.

# 1) Increase trust with reviews

  • Customer reviews are an integral part of online business and your website needs be optimized to have this capability. 
  • Not only do 91% of consumers say that positive reviews make them more likely to buy the product but 76% of consumers trust online reviews as much as a recommendation from their friends and family. (Source: BrightLocal)
  • Of course getting bad reviews is inevitable, but you can use them to your advantage by responding directly in a solution oriented manner. This can build trust with customers and reverse their sentiment. 
  • Yes, review management can be time consuming. We recommend vetted platforms like Yotpo and Trustpilot that can integrate seamlessly with your eCommerce store to help collect and easily manage customer reviews.


#2) Have a blog

  • Having a blog as part of your website creates a deeper connection with customers and helps them get to know your brand at little cost to you.
  • Blog articles make great content to repurpose through other platforms (Facebook, Pinterest, email, etc.) to draw customers to your website driven by their interest in your content.
  • For example, many people want to know where their food is sourced and how it’s prepared. Creating content around organic, vegan and sustainably sourced food and drinks is a great way to establish trust and earn thought leadership in the space. From there, your website can be optimized to turn like-minded visitors to your blog into consumers of your product.
  • You must make sure your articles, blogs, listicles and recipes are all SEO optimized so you can drive organic traffic as well. Having a repository of content on your site can drive 3 times the leads per dollars spent on paid search.


(Content Marketing Institute)

# 3) Offer a subscription model

  • Subscription models are a great way to scale your business with predictable, repeat revenue. There’s also ample opportunity to earn more through upsells and cross promotions. 
  • Without subscriptions, you must constantly attract, delight and convert new customers or count on existing customers to come back in order to earn revenue. 
  • In order to attract repeat buyers, you’ll need to focus on strengthening the customer relationship to secure that repeat revenue (with things like positive reviews, blogs, etc.) 

Source: Fusebill

#4) Get on Amazon, the right way

  • 55% of global product searches start on Amazon so you need to be there.  With that amount of consumer traffic and volume, Amazon is an extremely competitive market place.  If you are a seller on Amazon’s platform you need to make sure you’re doing it right. 
  • Optimizing your Amazon presence starts with high quality product photography and videography.  Customers trust quality images and want to see detail.
  • Brands can further stand out from the crowd by having a Storefront with Enhanced Branded content.
  • All products must have SEO optimized titles and keywords weaved throughout the product description to drive as much organic traffic as possible. 
  • Having a simple review strategy can also increase conversions by 4% and help you climb Amazons organic rankings. 
  • Paid advertising can help drive thousands of potential buyers to your Storefront and product pages to help your brand scale. 
  • Amazon also has a built in subscription service that you can apply for to maintain long-time customers.

This is the tip of the iceberg when it comes to all of the ways a brand in the food & beverage/CPG category can establish its online presence. For more, keep following or reach out to Hawke Media by filling out the form below to get a free consultation.

This article originally appeared by our friends at HawkeMedia.