Updated: Jul 26
If you're ready to learn why making your social media presence as delicious as your business offerings is important, then you're in the right place!
In Ireland, social media is a powerhouse, with a staggering 4.28 million users, representing 85% of the population (Statista, 2023). And get this: people in Ireland spend an average of 2 hours per day on these platforms. Can you imagine the potential for your business? Marketing through social media networks is no longer an option—it's a necessity if you want to sell your products and services locally, regionally, nationally, or even internationally. So, let's dive into the mouthwatering benefits of social media marketing for your food and drink business, shall we?
Benefits of Social Media Marketing For Food & Drink Businesses
1. Brand Awareness: Taste The Success
Did you know that a whopping 68.5% of people in Ireland use social media to research businesses before spending their hard-earned money? That's why making the right impression online is absolutely vital! Imagine closing your shop doors on the busiest day of the year—by not showing up online, you're simply directing your customers toward your competitors.
When Irish consumers research a brand, they want to get to know who you are and what you stand for. So, while your primary goal is to promote your products and services and boost sales, your social media strategy needs to be more customer-centric. Instead of treating your social media presence like a shop window where you only show off your offerings, invite your customers "inside" by giving them a stronger sense of your brand's personality and ethos. Share your business story, let them in on why you do what you do, paint the picture of the sights, sounds, smells and tastes that await them to teach them about what makes your business so unique.
Use this opportunity to make your business as delicious as possible to help create that online sense of community and watch as these online window shoppers convert into paying, satisfied customers. Your long-term sustainability depends on it!
2. Builds Connections With Customers: Add A Flavour of Friendliness
One of the incredible benefits of social media for food and drink businesses is the ability to engage directly with your customers and followers. Food and drink is all about creating connections so by infusing that all important warm experience into your social platforms, you can create an unforgettable, all-round experience for your customers.
According to a study by Sprout Social, a staggering 71% of people are more likely to buy from businesses with whom they've had a positive experience on social media (2019). The key takeaway here is simple: when people engage with your content, engage back! Building trust and nurturing relationships over time can lead to increased sales. There are no secret formulas or quick fixes for this—provide content that resonates with your audience, respond promptly to queries and comments, personalise your interactions to show the real person behind the comments, and don't forget to re-share the content your customers post about your business.
3. Keeps Your Business Top Of Mind: A Delicious Reminder
Running a business involves juggling numerous tasks, making it easy to let social media slip from "Priority" to "Whenever-I-Get-A-Chance" on your never-ending to-do list. However, remember the old adage: "It's a lot less expensive to keep a customer than to acquire a new one." Social media is the perfect tool to help your business stay top of mind with existing customers. Keep them engaged, informed, and most importantly, craving your offering. Don't let them forget the mouthwatering experiences you provide!
4. Targeted Advertising
With a whopping 3.45 million Facebook users (Statista, 2022) and 2.4 million Instagram (Dare Portal, 2022) in Ireland, the potential reach of social media is enormous. And the best part is that, despite increased pricing in recent years, it's still a much lower cost than traditional media advertising.
When it comes to traditional media advertising in Ireland, such as TV, radio, or print ads, the average reach can vary depending on the specific medium and the time slots chosen. While traditional media ads typically have a broader reach compared to social media ads, cost-wise they require a significant budget investment, which may be a challenge for small food and drink businesses.
In contrast, social media advertising offers a different approach. While the average reach of a social media ad might not be as broad as a traditional media ad, it compensates by providing highly targeted and customisable audience options. You have the ability to define specific demographics, interests, and behaviours to ensure your ad reaches the right people who are more likely to be interested in your food or drink business.
Cost-wise, social media ads tend to be more affordable compared to traditional media ads. The cost of running a social media ad can vary based on factors such as ad objectives, audience size, ad duration, and competition. With platforms like Facebook and Instagram, you can set a budget that aligns with your financial capabilities, whether you have a large marketing budget or a limited one. Overall, social media advertising allows food and drink businesses to target a specific audience at a more reasonable cost, making it an attractive option for businesses with limited budgets.
If you're ready to learn how to systemise social media marketing within your food or drink business so you can increase sales and creates connections with your customers who will crave what you create, check out this free masterclass How To Plan A Month of Content In One Hour. It shows you exactly how to make social media easier, and make it tastier by cutting your social media to-do list in half!