Do you have anything good to say?
The Business of Food
by Jennifer Barney
Do you have anything good to say?
2-min read
Even if you’re posting regularly and have really creative social, it has become more difficult to cut through the noise and get noticed by consumers. Repeatedly spending on ads but not getting your ROI is the definition of insanity.
What to do?
Better advertising is the answer, but it’s becoming harder to find your audience now that Google is phasing out cookies and Apple is imposing new privacy protections. There are services to help you work around tracking and attribution obstacles, but these tools only work if you already have a base of consumers flowing to your site.
Getting people to your site is the only way to acquire the coveted first-party data.
If you’re a certain kind of brand you can carve a path to capture and own your consumer data through content marketing. But before considering content marketing and if it’s right for you, you’ll need to have these bases covered:
Clean, effective UX website with a Shopify back-end
Email marketing set up
Social media set up
Budget for advertising
Paid ads running so you can test quickly
Once you have those essentials, you can consider content marketing. Content can mean a lot of things but I’m specifically talking about thought leadership content.
The first thing to ask yourself is: do I have anything good to say? Because it’s not enough to just reach consumers – you have to engage with them to ultimately drive them to your site. Then, if you can position yourself as an authority to a targeted audience that cares about what you have to say, you’ll be able to influence their buying decisions.
This is the classic top-of-funnel marketing, and it works.
How to create and manage great content next week.
All my best,
Jennifer
Bev brand Liquid Death closed on a $75 million Series C. Here are the facts:
$45 million revenues
29,000 points of distribution
~9% ACV (all commodity volume is a measure of actual total volume of sales per points of distribution)
Now selling directly to Amazon as a Vendor, not Seller
I'd love to hear from you - get in touch at jennifer@3rdandbroadway.com