September 15, 2020
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We can confidently say that with technology advancing by the day, and people accepting the growth in technology, the digital world is here to stay.
Over the past few years, digital marketing has become one of the most powerful ways to increase sales and gain brand awareness for a brand, and the alco-bev industry is no stranger to this. A lot of liquor brands have found their way into the digital spectrum by creating a strong digital marketing strategy. In fact, a lot of brands are known solely for their digital presence, which helps in boosting their sales.
Having a strong digital marketing strategy will help your brand gain the awareness it needs between both consumers and buyers.
Here are 4 tips on how to build a digital marketing strategy you can be known for.
Branding is one of the most important things you need to focus on while building your spirits brand. Why? Well, look at it this way, your branding is the base of your business. Your branding strategy is what is going to help you define your brand and help you figure out your target audience (consumers and buyers). Keep in mind, your brand should also be easily recognized by your audience, whether it’s on store shelves, in restaurants, or online - for which you need a strong branding strategy to build a presence and gain awareness.
Here are a few things to focus on while building your branding strategy:
Define your brand. Make sure you know exactly what you want your brand to portray to the audience. If you don’t have a clear picture of your brand’s definition and goal, then there’s a very high chance of miscommunication getting to the audience.
Figure out your target audience. Who are you selling to? What are the types of things they like?
Decide on a logo that will speak to your target audience.
Develop a messaging strategy according to your target audience. What are the things they would like to hear from a brand like yours? Build your communication based on your audience and your brand definition.
Consumers love everything personalized. From personalized liquor bottles and glasses to quizzes made just for them, people love getting things they can relate to. Similarly, consumers love seeing something just for them on websites and social media platforms.
A couple of things you can do to offer your consumers personalization are:
Create online quizzes and offer them personalized options.
Bright Cellars has a great online personalization strategy, where they offer their consumers a quiz about the consumer’s taste profile, and end up giving them a list of wines that they will enjoy.
Personalized newsletters, offering either an exclusive offer or some form of exclusive content. One thing you can do is create an exclusive blog or video, or maybe even a bottle with a discount that only those who are subscribed to your newsletter can access. This way, consumers will be more inclined towards subscribing to your newsletters and actually reading them. It will also keep them updated on your brand’s journey, and will give them something to look forward to.
Create an identity-based campaign/strategy. Addressing your products, emails, and digital campaigns to the consumer themselves (by the name) is something that will show the consumer that you do care about them and their presence.
Social media is one of the most powerful tools in today’s day and age. Almost everyone has a presence on social media, and having a good social media strategy can help your brand gain awareness and build consumer loyalty.
You can build a strong social media presence for your spirits brand by:
Relate to current affairs. Create campaigns that support things going around in the world. This will pull an audience to your brand, and your brand will also be known for doing good.
Be transparent and open about your brand’s journey. It’s important for your audience to know what is going on behind the scenes. Show them the new spirits you’re launching, show them the spirits making process, share something about your team etc. This will connect your audience with your brand, making them feel like they are a part of your story - which in turn will most likely turn them into loyal consumers.
Engage with your audience. Reply to them on social media, connect with them, hold live sessions where you can answer their questions about your spirits. Engaging with your audience will keep them hooked onto your brand, and will show them that you care about what they want.
Public relations are very important in the industry. You need to build relationships with people who can help you in sales, and help you with your brand awareness. One of the best ways to build relationships and gain brand awareness digitally is through influencer marketing. People follow influencers religiously these days. They like to know what influencers are doing, eating, drinking, and most of the times they end up trying it as well.
So, you can send your spirits to an influencer and ask for a review. You can also work on a paid partnership with influencers to bring more traction to your brand.
Being in a digital world, it’s important to leverage these strategies so you can be known for your online presence.