06 June 2023

Food & Drink | Growing your digital customer base

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Food & Drink | Growing your digital customer base
Annabel GibsonWritten ByAnnabel Gibson

Annabel is the Marketing Coordinator at Propeller, taking on the production of social media communications, creating copy for articles and contacting external agencies for collaborations.

In the digital age, food and drink companies have a multitude of opportunities to grow their digital customer base. By understanding and effectively utilising social media, blogs, YouTube, reputation management, Google My Business, customer advocacy, and augmented reality (AR), companies can successfully expand their customer base and strengthen their brand presence. 

This article explores key ideas for growing food and drink brands digital customer base via digital engagement and strategy. 

If your target audience is on social media, why aren’t you?

Engaging with your customers beyond physical stores has never been easier thanks to social media. Apps like Instagram, TikTok and Facebook provide a fertile ground for Food and Drink companies to engage with enthusiastic customers. From recipe inspiration to restaurant recommendations, this is the best space to place your brand on the radar.

By posting original content, creating recipes, and interacting with followers, companies can tap into the enthusiasm of their target audience. Leveraging social media platforms allows companies to showcase their products, engage with their target audience, and build brand loyalty.

Channel trust to your brand by featuring on food blogs

Consumers place a lot of trust and value in good blogs for their recommendations and reviews. 

Food and drink companies can collaborate with influential food bloggers to reach a wider audience and benefit from the trust these bloggers have built with their audience. By partnering with trusted bloggers, companies can tap into their readership and gain credibility, which can drive traffic to their websites and increase brand awareness.

According to Shopify, influencer marketing return on investment (ROI) is 11x greater than banner ads. This form of marketing has rocketed in popularity due to the fact that people place trust and value in people over companies.

Serve your products on YouTube through vlogs, tutorials and ads

YouTube has become a go-to platform for millennials seeking food and drinks-related content, including recipes, cooking techniques, and product reviews. Food and drink companies can capitalise on this trend by producing engaging video content. From collaborating with popular YouTubers, to featuring their products in video ads, companies can connect with a greater audience and increase their brand visibility.

Read all about it… Reviews are key to your digital strategy

Online reviews play a significant role in consumers’ decision-making process. Brands should prioritise reputation management by actively monitoring and responding to customer reviews and feedback. 

Looking towards highly-respected websites like Tripadvisor for restaurants, or Trustpilot for products is a key deciding-factor in whether a customer chooses your brand over the next.

Brands should address customer concerns, demonstrating transparency and delivering exceptional customer service. In doing so, companies can build trust, enhance their reputation, and attract new customers.

Encourage customer advocacy to boost this trust

Word-of-mouth marketing remains a powerful tool in the food and drink industry. Encouraging customer advocacy by providing exceptional experiences, incentivizing referrals, and leveraging user-generated content can significantly impact sales and customer retention. 

By nurturing a loyal digital customer base and empowering them to become brand advocates, companies can harness the trust and influence of peer recommendations.

Use Google My Business to drive more traffic to physical and online stores

According to The Media Captain, 64% of consumers have used Google My Business profiles to find contact information .

Google My Business provides a valuable platform for food and drink companies to showcase their offerings, provide accurate information, and engage with potential customers. 

Optimising your Google My Business profile with updated business details, high-quality images, and positive customer reviews can significantly impact local search visibility and drive more traffic to both physical and online stores.

Elevate UX with the latest technology

Augmented reality (AR) offers exciting possibilities for food and drink companies to create immersive experiences for customers. 

By implementing AR technology, such as interactive product displays or virtual menu previews, companies can elevate UX and provide unique, engaging encounters that set them apart from competitors. 

Embracing AR can drive customer engagement, increase brand loyalty, and attract tech-savvy consumers.

In summary

The digital landscape presents vast opportunities for brands to connect with their target audience, build strong relationships, and grow their customer base. 

Brands must stay ahead of emerging trends, embrace new technologies, and consistently deliver value. This will leverage the power of digital to not only grow customer bases but also drive long-term success in the industry.

Optimising Google My Business profiles, encouraging customer advocacy, and embracing augmented reality technology further enhance the customer experience and will differentiate your brand from competitors.

It is through the thoughtful integration of digital tools, platforms, and technologies that food and drink companies can thrive in an increasingly competitive market.

Brands must remain agile and adapt their strategies to meet the ever-changing needs and expectations of their customers. 


How can social media marketing help food and drink companies grow their customer base?

Social media platforms provide a powerful avenue to engage with their target audience, share compelling content, and build brand loyalty. By actively participating on social media, companies can create a sense of community, interact with customers, and work with influencers to expand their reach and gain credibility.

Why is influencer collaboration important for food and drink companies?

Influencer marketing has become a significant trend, as social media influencers have a strong impact on consumer preferences. Collaborating with influencers who align with your brand values and have a substantial following allow you to tap into new audiences and gain authenticity. These endorsements can effectively promote a brand, drive customer engagement, and attract new customers.

How can engaging content creation help food and drink companies attract customers?

Creating engaging and informative content is crucial in capturing customers’ attention in the digital world. Brands can invest in photography, recipe development, and blog posts to provide added value to their audience. Sharing recipes, culinary tips, and cocktail ideas inspire customers to try new products and experiment with offerings. Consistently providing this valuable and shareable content gives authority and fosters customer loyalty.

What role does technology play in enhancing the customer experience for food and drink companies?

Technology can significantly enhance the customer experience for food and drink companies. By incorporating mobile applications, online ordering systems, and personalised loyalty programs, companies streamline the customer journey. This makes it more convenient for customers to explore and interact with products. Additionally, technologies such as augmented reality (AR) and virtual reality (VR) offer unique and immersive experiences, allowing customers to engage with products virtually.

How can data analytics help food and drink companies target their marketing efforts?

Data analytics provides valuable insights into customer preferences, behaviours, and market trends. Brands must leverage website analytics, social media insights, and CRM systems. In doing so, companies can identify customer segments, personalise campaigns, and optimise their digital strategies. Analysing data allows companies to make informed decisions, refine their offerings, and target their marketing efforts more effectively. Ultimately, this will expand their customer base.

What are the benefits of collaborating with delivery services for food and drink companies?

Partnering with delivery services such as Uber Eats, Deliveroo, or Grubhub allows brands to tap into a large user base. Through ensuring a seamless delivery experience and maintaining consistent quality, companies can build customer trust and loyalty. This will grow a customer base by providing convenient access to their products.